Davis Plumbing had a problem. Despite spending $2,500 monthly on marketing, they were struggling to generate enough leads to keep their three technicians busy. Here’s how we helped them double their leads in just 60 days without increasing their marketing budget.
The Challenge
When Davis Plumbing came to Natural Reach, they were facing several obstacles:
- High cost per lead ($78) from Google Ads
- Poor organic visibility for key local search terms
- Inconsistent lead quality, with many price shoppers
- No system for generating reviews or referrals
- Website conversion rate below 2%
Owner Mike Davis was considering reducing his staff or increasing his already stretched marketing budget.
The 60-Day Strategy
After analyzing their marketing, we identified key opportunities to immediately improve results without spending more:
Week 1-2: Google Business Profile Optimization
We completely revamped their Google Business Profile:
- Added 35+ service keywords to their business description
- Updated all service categories and attributes
- Uploaded 20 new project photos with optimized descriptions
- Created a review generation system for technicians to use
Result: Within two weeks, their profile views increased by 42%, and phone calls directly from Google increased by 28%.
Week 3-4: Website Conversion Optimization
We made targeted changes to their website:
- Added clear call-to-action buttons visible without scrolling
- Created service-specific landing pages for their top 5 services
- Implemented a chat feature with after-hours messaging
- Added an “instant quote” calculator for common jobs
Result: Website conversion rate jumped from 1.8% to 4.3%, effectively doubling leads from the same traffic.
Week 5-6: Google Ads Restructuring
We completely rebuilt their Google Ads account:
- Created separate campaigns for emergency vs. planned services
- Implemented negative keyword lists to eliminate bad matches
- Adjusted geographic targeting based on profitability analysis
- Created service-specific landing pages for each ad group
Result: Cost per lead decreased from $78 to $41, allowing them to generate 90% more leads on the same budget.
Week 7-8: Local Content Development
We created hyperlocal content for their top service areas:
- Developed neighborhood-specific pages addressing local plumbing issues
- Created content about water quality in their service areas
- Added FAQs addressing common questions from their customer base
- Optimized all content for local keyword variations
Result: Organic traffic increased by 35%, generating 12 additional leads per week at zero incremental cost.
The Results
By the end of the 60-day period, Davis Plumbing saw:
- 108% increase in total leads (from 26 to 54 weekly)
- 47% reduction in cost per lead
- 22% increase in average job value
- 15% increase in booked appointments from leads
- Schedule fully booked for all three technicians
Key Takeaways for Contractors
This case study highlights several important lessons for contractors:
- Reallocate Before Increasing Budget Most contractors can significantly improve results by better allocating their existing budget rather than simply spending more.
- Focus on Conversion Before Traffic Doubling your conversion rate has the same effect as doubling your traffic, but is typically much less expensive.
- Leverage Free Google Tools Google Business Profile optimization delivered the fastest results with zero additional spend.
- Target Quality Over Quantity The improvement in lead quality resulted in higher booking rates and larger average job values.
Want results like Davis Plumbing? Natural Reach specializes in helping contractors generate more leads without increasing their marketing budget. Contact us for a free marketing analysis to uncover your hidden lead generation opportunities.
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