How a Plumbing Company Reduced Cost Per Lead $120 to $22
A plumbing company partnered with BRIW after struggling with expensive and inconsistent lead generation. Their existing advertising campaigns were producing leads, but the cost per lead was too high to scale profitably.
Within 30 days of restructuring their Google Ads campaigns, the company reduced their cost per lead from $120 to just $22 while increasing the total number of qualified service inquiries.
The Challenge
The plumbing company had previously run Google Ads campaigns, but the account structure was inefficient. Ads were appearing for broad and low intent searches that generated clicks but did not consistently turn into service calls.
As a result, the company was paying a high cost for leads and losing advertising budget to irrelevant traffic.
The goal was to rebuild the campaign so that every dollar focused on homeowners actively searching for plumbing services.
Our Strategy
The campaign was rebuilt with a focus on efficiency, intent based targeting, and conversion optimization.
Key campaign improvements included
Removal of low intent and irrelevant keywords
High intent keyword targeting focused on urgent plumbing services
Service specific campaigns for plumbing repair, drain cleaning, and emergency service
Precise geographic targeting within the company’s service area
Ad copy designed to drive immediate phone calls
Full call and lead tracking implementation
These changes ensured the ad budget focused only on searches with a strong likelihood of turning into real customers.
Results After 30 Days
Cost per lead reduced from $120 to $22
Significant increase in qualified service inquiries
Higher call volume from homeowners searching for plumbing services
By eliminating wasted spend and focusing on high intent searches, the campaign dramatically improved efficiency while maintaining strong lead volume.
Why the Campaign Worked
The biggest improvement came from aligning the campaign with how homeowners actually search for plumbing services.
Instead of broad targeting, the campaign focused on people actively looking for solutions to immediate problems.
Key performance drivers included
High intent keyword targeting
Improved negative keyword filtering
Precise geographic targeting
Call focused ad structure
Continuous optimization based on search term data
Impact
Reducing the cost per lead allowed the plumbing company to scale advertising profitably. With lower acquisition costs and higher lead quality, the business was able to generate more service calls without increasing overall advertising spend.