01
THE SITUATION
A Plumbing Campaign Paying Premium Prices for Almost No Leads
Our mission is to make search marketing more accessible and cost-effective for small businesses, increasing website traffic, improving online visibility, and delivering measurable results that drive sustainable growth. We specialize in affordable, results-driven digital marketing built to help plumbing companies and contractors expand their reach both locally and nationally.
But when we audited this account in July 2024, it was in serious trouble. The campaign had produced only 2 conversions at an alarming cost of $1,232.49 each. The conversion rate was a dismal 0.07%, meaning the ads were reaching plenty of people, but almost none of them were the right people.
The objective was unambiguous: increase conversions while reducing cost per acquisition and improve overall campaign efficiency. In plumbing, a service driven by urgency and proximity, the fix had to come from sharper targeting, not bigger budgets.
Near-Zero Conversions
Only 2 in July 2024
Extreme CPA
$1,232.49 per conversion
Irrelevant Traffic
Broad match wasting budget
02
WHAT WE DID
Three Strategic Fixes: SKAG, Negative Keywords, and Search Term Mining
Over three months, we rebuilt the campaign's targeting from the ground up. Each phase of optimization compounded on the last, first filtering traffic, then eliminating waste, then scaling what worked.
1
SKAG Campaign Implementation
We launched a Single Keyword Ad Group (SKAG) campaign targeting the core keyword "PLUMBER", and nothing else. This laser-focused structure filtered out irrelevant traffic and concentrated budget entirely on the main service. The result was immediate: conversions jumped from 2 to 11, a 450% improvement.
2
Negative Keyword Strategy
We then deployed an aggressive negative keyword strategy across broad, exact, and phrase match types. This systematically eliminated irrelevant search queries that were draining budget without producing leads. The impact was dramatic, cost per conversion collapsed from $1,232.49 to $168.59.
Search Term Optimization
Finally, we mined the search term data for high-converting, relevant keywords and added them into exact and phrase match campaigns. This expanded our reach among qualified searchers while keeping waste out. Conversions climbed again, from 11 to 16, and cost per conversion fell further to $127.40.
03
THE RESULTS
More Conversions, More Clicks, and Lower Costs
The changes didn't just improve one metric, they improved every metric that matters. Conversions went up, clicks increased, CTR nearly doubled, and both cost per conversion and average CPC dropped.
Conversion Increase
Conversions grew from 2 in July to 16 by the end of the period, a 700% improvement.
Cost Efficiency
Cost per conversion was reduced by 89.67%, from $1,232.49 to $127.40.
Enhanced Conv. Rate
The conversion rate increased from 0.07% to 3.55%, a dramatic lift in lead quality.
The Real Takeaway
This campaign proves that targeting precision beats budget size. By narrowing focus to one core keyword, eliminating waste with negative keywords, and mining search data for winners, we delivered 8x more leads at 1/10th the cost, without spending more.
04
THE TIMELINE
Three Months, Three Strategic Leaps
Each month had a clear purpose: filter the traffic, eliminate the waste, then scale the winners.
FAQ
PLUMBING PPC
Frequently Asked Questions
Common questions about our chiropractor PPC case study and process.
How much did conversions increase in the plumber PPC campaign?
Conversions grew from 2 in July 2024 to 16 by September 2024, a 700% improvement, using SKAG campaigns, negative keywords, and search term optimization.
How much did the cost per conversion drop?
Cost per conversion dropped 89.67%, from $1,232.49 in July 2024 to $127.40 in September 2024, primarily through negative keyword refinement.
Can this PPC strategy work for other plumbing or home service businesses?
Yes. The combination of SKAG campaigns, negative keyword strategy, and search term optimization works exceptionally well for plumbers, electricians, HVAC companies, roofers, and other home service providers that depend on urgent, high-intent local leads.
Ready to Scale Your service's PPC Campaigns?
Let us show you what we can do for a Dallas Fort Worth business.
"Selph Marketing has been a major boost to our business. Reasa and her team provide excellent service and produce real results. I'm extremely happy we have them as an extension of our team. Thank you!"
Dustin Hulett
Hulett Insurance