Priscilla's Plumbing

1. The Challenge

• Zero digital presence — the business relied entirely on word-of-mouth referrals with no Google Ads history to build from
• Highly competitive local search market with established plumbing brands outspending newcomers on every major keyword
• Emergency and non-emergency intent required very different messaging and budget allocation — one bad structure wastes most of the budget
• Converting clicks into booked jobs in a price-sensitive, trust-dependent service category where callers decide in seconds

2. Our Strategy

We built a tightly structured Google Search campaign from scratch, segmenting by service type and intent level. Instead of a single broad campaign, we created dedicated ad groups for each major service — Plumbing Repairs & Leaks, Sewer & Drain, Water Heater, and Emergency Plumbers — each with tailored keywords, ad copy, and bid strategies. Emergency terms got aggressive targeting and call-only formats; routine services got conversion-optimised search ads with strong trust signals.

3. Execution

Launched a $70/day Maximize Conversions campaign ('FL | Search | Generic') targeting South Florida searchers. Built 4 ad groups with tightly themed keyword sets and dedicated responsive search ads. Enabled call extensions and lead form assets, tracking both phone calls and form submissions as conversions. Identified Emergency Plumbers as the top-converting segment (14.75% conversion rate, $82.58 cost/conversion) and shifted budget weight accordingly. Ongoing optimisation included negative keyword pruning, search term reviews, and ad copy testing across the 4.5-month period.