VIP Plumbing provides emergency plumbing, hot water system installations, drain clearing and general trade plumbing services across Australia. Crovilo designed and executed a high-performance Google Ads lead-generation strategy — focusing ad spend strictly on urgent, high-intent local search queries and implementing accurate conversion attribution to deliver 161 high-quality inbound leads at a highly sustainable cost per click.
Campaign scope and performance for VIP Plumbing, measured across the full Google Ads search account.
Emergency trade and local plumbing markets are highly competitive. Search campaigns frequently leak budget on low-intent terms such as DIY plumbing guides, job openings and competitor brand names. Without precise negative keyword boundaries, clicks fail to convert into immediate phone calls or urgent service inquiries. And scaling ad spend across broad geographic areas pushes cost per acquisition up rather than down.
Three layers, built as one structured trade lead generation framework across the enquiry journey.
Focused bidding on immediate-need terms like emergency plumber near me, hot water repair, blocked drain specialist and 24/7 trade plumber. Account-level negative keyword lists then excluded non-commercial traffic such as courses, jobs, tools, DIY and cheap parts.
Mapped accurate conversion tracking for direct click-to-call interactions and online booking submissions. A count: one lead logic ensured each unique customer session recorded only a single lead action, preventing inflated lead figures and providing clean data to Google Ads Smart Bidding.
Maintained an efficient average cost-per-click of $5.89 across a high-competition trade vertical, and optimised daily budgets and ad schedules to prioritise active operating hours and peak emergency service request times.
Across the reporting window the account delivered 161 high-quality inbound leads from 3,370 qualified clicks at an average cost per click of $5.89, on a total campaign investment of $19.8K. With single-count lead data feeding Smart Bidding, acquisition costs stayed predictable even in a heavily contested local market.
Source: Google Ads account reporting for VIP Plumbing, 26 Mar 2025 – 19 Oct 2026; leads recorded on a single-count-per-session basis.
Before this build, budget leaked into DIY guides, job searches and competitor brand terms, lead attribution across calls and forms was incomplete, and broad geographic bidding pushed acquisition costs up. We rebuilt the campaign around urgency-driven keywords, installed account-level negative guardrails, mapped call and form conversions, and tightened budgets and ad schedules around peak service hours.
Result: 161 qualified trade inquiries delivered straight to the client’s phone lines and inbox; a controlled $5.89 average CPC despite heavy local competition; and a scalable PPC growth engine built to deliver consistent inbound jobs year-round.
We’ll audit your campaign structure, your keyword and negative lists, and your conversion tracking to find where your leads — and your budget — are leaking.
