How We Built a Plumbing Lead Engine With SEO + Google Ads + Web Design
The Challenge
The company relied heavily on emergency-intent jobs in a highly competitive market, but the website was slow and the conversion paths were unclear. Organic rankings weren't strong for urgent searches, and paid campaigns leaked budget on irrelevant terms. With inconsistent tracking, it was hard to see which pages and keywords drove real leads.
The Strategy
We rebuilt core service and contact flows to prioritize speed, clarity, and high-intent conversions—especially for emergency calls. On the SEO side, we strengthened local relevance and expanded coverage for urgent service queries. In Google Ads, we tightened targeting with a more disciplined keyword strategy and aggressive negative keyword lists to reduce wasted spend. Dedicated landing pages and conversion tracking tied everything together, allowing optimization based on qualified leads.
The Results
- +200% increase in qualified leads
- First-page visibility for emergency-intent searches
- Reduced wasted spend with tighter PPC keyword + negative keyword strategy
- Higher conversion rate after redesigning service + contact flows