The Challenge
Riccardi Plumbing needed a predictable source of qualified plumbing and emergency plumbing enquiries in Australia, not another marketing spend it could not measure.
Like most trade businesses it had advertised before. The reporting was vague, the enquiries were the wrong kind of work, and nobody could say what a booked job actually cost to win.
The brief was simple: real enquiries at a cost that makes commercial sense, with a number attached to every one of them.
What I Did for Riccardi Plumbing
I run the same four steps on every account, tuned to this trade and this market.
Market Intelligence
Mapped the searches that actually book work for plumbing in Australia, then cut the browsing and price-shopping terms out of the campaign before a dollar was spent on them.
Conversion Blueprint
Built a landing page around one action: call or send an enquiry. Phone number high on the page, the plumbers services spelled out, and nothing competing for the click.
Lead Machine
Ran the campaign across plumbing, emergency plumbing, gas, with ad copy written to qualify the job before the click so Riccardi Plumbing was not paying for enquiries it did not want.
Growth Accelerator
Tracked every click through to the confirmed lead, so each enquiry has a cost attached to it. What produced work got more budget, what did not got cut. No black-box reporting.
Services the campaign covered
- Plumbing
- Emergency plumbing
- Gas
The Results
The campaign built to a 18.50% on-page conversion rate at $93.63 per lead.
Every lead tracked, every dollar accounted for. Riccardi Plumbing can see what the campaign produced and what it cost to produce it, week by week.
What these numbers mean
Marketing reports are full of figures that sound impressive and tell you nothing. Here is what each of these actually measures.
- $93.63Cost per lead
- What it cost in ad spend to produce one enquiry. Put next to the value of a booked plumber job, that is the number that tells you whether the campaign pays for itself.
- 18.50%Conversion rate
- The share of landing page visits that turned into an enquiry, so roughly one in every 5 visitors got in touch. This is the landing page doing its job, not the ad.
Key Takeaways for Your Trade
- A 18.50% on-page conversion rate did more work here than any bid change. Most trade campaigns leak at the landing page, not the ad, so that is the first place to look before spending more.
- Cost per lead landed at $93.63. Judge that against what one plumber job is worth to you, not against another trade's number, because the same $94 is cheap for one trade and dear for another.
- The account was split across Plumbing, Emergency plumbing, Gas rather than run as one campaign. Separating job types stops a high-volume service quietly eating the budget of a high-value one.
- Every enquiry was call-tracked back to the ad that produced it. Without that, a wrong number and a booked job look identical in a report.
Want numbers like these for your plumber business?
Tell me your trade and your service area and I will show you what the same approach would cost and return in your market, before you commit to anything.
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