LOCAL SERVICE NETWORK / EMERGENCY CALL GROWTH
METROPOLITAN PLUMBING (LOCAL METRO DIVISION)
Metro-area plumbing division increasing weekday emergency callouts
through high-intent search restructuring, mobile optimisation,
and geo-targeted bidding near technician zones.
📌 Client Snapshot
- Industry: Plumbing & Emergency Home Services
- Business Model: Local metro service division
- Coverage: Major city technician zones
- Goal: Increase weekday emergency callouts
- Part of a well-known national plumbing network
- Highly competitive emergency keyword market
- High ad spend with inconsistent ROI
- Mobile site speed impacting conversions
🚧 Challenges & 🧠 Strategy
Challenges
- Heavy competition for “emergency plumber” keywords
- High spend but unpredictable returns
- Slow mobile experience reducing calls
- Ads not aligned with technician service zones
Strategy
- Restructure Google Search for high-intent queries
- Optimise mobile speed for faster call conversions
- Run click-to-call ads only during service hours
- Use geo-radius bidding near technician locations
⚙️ Execution
High-intent Google Search restructure
Mobile performance and speed optimisation
Click-to-call ads scheduled during service hours
Geo-radius bidding focused around technician zones
Mobile performance and speed optimisation
Click-to-call ads scheduled during service hours
Geo-radius bidding focused around technician zones
📈 Results (4 Months)
Emergency bookings: +36%
Cost per call: -28%
Mobile conversion: +51%
Revenue per ad dollar: +32%
Want more emergency jobs like Metropolitan Plumbing?
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