Case Study
North Lakes Hot Water: From 30 to 80+ hot water installs a month!
North Lakes Plumbing spent 19 years growing on word of mouth alone. When they decided to move into higher-margin hot water work, they needed marketing that could bring in the right jobs. Within about six months, their hot water installs had more than doubled, and they’ve held those numbers for over two and a half years.
Andrew
Director and Owner, North Lakes Plumbing
by the numbers
The numbers behind North Lakes’ hot water growth
These are the client’s real, ongoing monthly results, measured against where they were on word of mouth alone. Ad spend has been kept deliberately low the whole way through.
INSTALLS
80+
Hot Water Installs a Month
Up from around 30 before marketing.
ENQUIRIES
~150
Qualified Enquiries a Month
Across Google and Facebook combined.
CLOSE RATE
70%
Qualified Leads Into Jobs
People ready to buy, not tyre kickers.
CONSISTENCY
2.5
Years Of Consistent Results
Held every month, on a low ad spend.
THE PROJECT
From word of mouth to a full hot water system
How North Lakes went from never advertising to running one of the most consistent hot water accounts we manage.
Current Stage
19 years of maintenance, ready for the next level
North Lakes Plumbing has been trading since 2006. Andrew built the business on maintenance work and pure word of mouth. In 19 years they had never advertised, and they had never gone backwards. But they wanted to move into hot water, where the margins are better, and they’d already restructured the crew to handle more work.
The System
Hot water first, done properly
Rather than marketing everything at once, we focused on hot water first: Google for people already searching, Facebook for people with the problem who hadn’t searched yet, a hot water landing page, and automation so every lead got answered fast.
The difference we make
Burned by the corporate marketing world
Previous marketing
Tradie Marketing Pros
The difference we make
A full hot water lead system, built for their trade
The difference we make
Two channels, one job: keep the phone ringing with real hot water work
GOOGLE ADS
Capture active searchers
A single hot water campaign, optimised only for calls and form enquiries. Installs and upgrades run separately from repairs, and suppliers, brand searches and price shoppers are cut out.
Around 50 qualified leads a month
Intent-split ad groups
Tight keyword control
The ad creatives
The difference we make
A landing page built to convert, not a website to wander around
[intro]
More than doubled within about six months of launch, and held every month for over two and a half years
Real, ongoing monthly results, measured against the word of mouth baseline.
The difference we make
The Google Job Engine, built on four pillars
PILLAR 01
Get Found
Own the top of Google and the map pack when someone searches for your service nearby.
Search and Maps visibility
Built around your suburbs
PILLAR 02
Clicks That Convert
Ads built for the money jobs, sent to a landing page made to convert, never a generic website.
Service-specific ads
Dedicated landing pages
PILLAR 03
Filter the Tyre Kickers
Qualify people before they reach the phone, so your team only spends time on real jobs.
Pre-qualifying questions
Out-of-area filtering
PILLAR 04
Track Every Dollar
Every click tied back to a closed job, so you see real revenue, not impressions.
Call and form tracking
Plain-language reporting
The difference we make
What actually happens after the first call
No mystery and no lock-in before you’ve seen anything. This is the sequence every account we run goes through.
The call
Your numbers, not a pitch deck
A free 30 to 45 minute call about what you sell, who buys it and what one job is worth to you. You leave with a real number for your situation, not a range.
Week 0
The audit
We open your account, or look at your competitors if you don’t have one yet, and write down every leak we can find. That list is yours whether or not you work with us.
Week 1
The build
Everything the account needs before it spends a dollar: campaigns, ad copy, landing page and tracking. A second person checks all of it before anything goes live.
Launch
You press go
Campaigns are built first so you can see the whole thing. You switch it on when you’re ready, not when we are. No lock-in contract.
First two weeks
The clean
Search terms read daily, wasted spend cut, early winners pushed harder, and ad copy sharpened against what people are actually searching.
From there
The rhythm
Weekly optimisation, plain-language reporting whether the news is good or bad, and a proper conversation each quarter about where the next block of budget should go.
DEFINITIONS
What the results measure, in plain English
The terms behind the numbers on this page, explained simply.
Qualified Lead
An enquiry that matches the service and the area, worth the plumber’s time to chase.
Cost Per Lead
Ad spend divided by the number of real enquiries it produced.
Strike Rate
The share of qualified leads that turn into a booked, paid job.
Cost Per Acquisition
Ad spend divided by the number of jobs won, the true cost to book a job.
Speed to Lead
How fast a lead is contacted. Under five minutes, the chance of winning the job climbs sharply.
Result Basis
What each figure is measured against: the word of mouth baseline compared with the ongoing monthly average since launch.