Five plumbing verticals, 191 conversions at a flat cost per lead
Resourcifi segmented paid Search into five service verticals and concentrated bids on three high-converting cities to scale Q4 lead volume without letting cost per lead drift.
What Pat's Plumbing needed to solve.
Pat's Plumbing needed to scale lead volume across five plumbing service verticals during Q4, the highest-demand season of the year. Intent capture was strong, but pipeline was concentrated in Federal Way and Tacoma, leaving the wider Pacific Northwest uncaptured. The brief was to grow conversions without letting cost per lead drift above 150 dollars.
- Scale lead volume across five plumbing verticals in Q4 peak
- Expand pipeline beyond Federal Way and Tacoma
- Capture the wider Pacific Northwest demand
- Hold cost per lead below 150 dollars
Resourcifi segmented Search by service vertical so each campaign bid to its own intent, then concentrated impression share on the three highest-converting cities while keeping the conversion mix balanced.
How we ran the paid program.
Service-vertical segmentation
Five campaigns (Water Heater, Sewer and Drain, General Plumbing, Water and Gas Line, Gas Line New), each tuned to its own intent stage.
Three-city concentration
Federal Way, Renton, and Tacoma absorbed 29% of Q4 conversions through tight geographic bids.
Balanced conversion mix
65 first-call leads, 44 calls from ads, 40 forms, and 26 repeat callers kept the pipeline diversified.
A diversified conversion mix carried the Q4 pipeline.
The numbers the work moved.
191 conversions, 118K dollars lead value, and 5.21x ROAS across five plumbing verticals, with cost per conversion held flat through the Q4 peak on 22.7K dollars spend.
The tools behind the work.
Google Search
Five vertical campaigns each bid to its own intent stage
Geographic bidding
Concentrated impression share on Federal Way, Renton, and Tacoma
Call and conversion tracking
Captured first-call, ads-call, form, and repeat-caller leads
Conversion-mix optimization
Kept the pipeline diversified across phone, form, and repeat callers
