How disciplined Google Ads management delivered project-ready plumbing demand at scale.
Services: Google Ads, Website Design
Industry: Plumbing
Go-Live with Hook: June 2024 (17 months)
When Bear’s Plumbing partnered with Hook Agency, the priority was clear: scale lead volume without sacrificing quality or profitability. They needed a paid strategy that could produce consistent demand from homeowners ready to start plumbing projects, not just clicks or casual inquiries.
The solution was a tightly controlled Google Ads system built around intent, understanding seasonality, and protecting spend.
The Results at a Glance
- 256 marketing-qualified leads generated in 2025
- $226.63 average cost per project-ready lead
- $124 average cost per conversion
- $6,345.74 monthly ad budget managed efficiently
These were homeowners actively looking to book plumbing work, including high-intent services like water heater replacement, not low-quality form fills.
Scaling Volume Without Losing Control
From the beginning, the focus was on protecting efficiency as volume increased. To do that, we implemented a TCPA (Target Cost Per Acquisition) strategy to prevent overspending on marginal conversions while still capturing demand.
Optimization wasn’t occasional, it was continuous.
Key actions included:
- Weekly keyword refinements to eliminate low-performing terms
- Excluding low-intent search queries that wasted budget
- Using a mix of phrase and exact match keywords to control CPC
- Applying location-based keywords to concentrate spend in top-performing cities
This created a system that could scale without chaos.
Optimizing for Conversion and Seasonality
Plumbing demand shifts throughout the year, and campaigns were adjusted accordingly to match homeowner intent in real time.
We:
- Optimized landing pages by season to improve relevance and conversion
- Added client promotions to ads and landing pages to increase response rates
- Implemented a remarketing campaign to re-engage previous visitors
- Used product-specific keywords, especially for water heaters, to target ready-to-buy homeowners
These refinements helped turn traffic into booked jobs, not just impressions.
Why This Case Study Matters
Bear’s Plumbing’s success wasn’t driven by spending more, it came from spending smarter.
Today, they benefit from:
- Hundreds of marketing-qualified, project-ready leads each year
- A predictable $226 CPL in a competitive plumbing market
- Paid campaigns that adapt to service mix and seasonality
- A scalable system designed for long-term growth
This is what happens when paid search is managed with discipline, intent, and experience.
