53 calls a month at €56 per call for an emergency plumber

Plumbing & emergency call-outs · Lead generation · Google Ads

53 measured calls per month, up from 35 (+51%)

€56 cost per call, down from €85 (-34%)

9.45% CTR, up from 7.5% (+26%)

€2,981 monthly ad budget

An emergency plumbing company wanted more direct phone calls from customers with urgent problems. The account wasn't built for that: campaigns weren't optimised for calls, there were no call assets, ad scheduling didn't match emergency service hours, and there was no location targeting for fast call-outs.

One step at a time, each based on what the previous data showed.

Week 1: Call campaigns. Call-focused Search campaigns with Responsive Search Ads and call assets.

Week 2: Assets. Call assets showing direct availability and location details.

Week 3: Ad scheduling. Bid adjustments for peak hours and weekends.

Week 4: Location targeting. Radius targeting for fast response times.

In emergency services, the phone call is the conversion. Once the account was built around calls, at the hours and in the places people actually need a plumber, calls went up and cost per call came down.