Plastering· Blackpool, Lancashire
Coastline Interior Contracts
No word-of-mouth network: no reviews, past-client referrals or builder relationships
- £72k
- revenue generated
- 20.6x
- return on ad spend
PlumbingHeating and ventilationGasHVAC
From gaps in the diary to a growing team: leads up 167%, booked jobs up 200% and average job value up 219% on a tight budget
Canal City Plumbing & Gas · Birmingham, West Midlands
- +219%
- average job value (£160 → £510)
- +200%
- jobs booked per month (6 → 18)
- +167%
- leads per month (15 → 40)
- -9%
- cost per lead (£35 → £32)
The challenge
- Skills and credentials without a steady flow of work: Gas Safe registered, but not enough jobs to match
- No word-of-mouth network: as a recently self-employed business there was no base of past customers recommending them
- Work came from friends, family and occasional directory listings, so the diary had gaps most weeks
- Tight budget: every pound of marketing had to bring back paid jobs
Our approach
Fill the diary on a small budget
- Google Business Profile: rebuilt with every service, service areas across Birmingham (e.g. Digbeth, Edgbaston, Moseley, Solihull), photos of real jobs and weekly posts
- Review generation: simple text request after every job
- Google Local Services Ads: pay-per-lead ads with the Google Guaranteed badge, so budget only went on real enquiries
- Call tracking: every call and form tracked to show which channel booked jobs, not just clicks
Keep a growing team busy
- Targeted Google Ads: campaigns for high-value jobs such as boiler installations, full heating systems and commercial HVAC
- Service landing pages: one page per service and area, with a clear price guide or quote form, lifting conversion from 23% to 65%
- Recurring work: promoted annual boiler servicing, landlord gas safety certificates and maintenance contracts to fill quiet weeks and build repeat customers
- Monthly reporting: cost per lead, cost per booked job and revenue by channel, so spend moved to what worked
Key takeaways
- Fill the diary first, then raise the value: cheap high-intent leads build momentum before bigger campaigns
- Pay-per-lead ads with a trust badge mean budget only goes on real enquiries
- Call tracking shows which channel books jobs, not just which gets clicks
- Dedicated service and area pages with a clear price guide or quote form lift conversion sharply
- Recurring work (servicing, landlord certificates, maintenance contracts) fills quiet weeks and builds repeat customers
- Cost per lead stayed flat while average job value more than tripled, because the mix moved to higher-value work
More case studies
Roofing· Coventry, West MidlandsElephant Roofing & Slating
Discretionary, high-ticket work: full re-roofs and slate or tile restorations are often delayed when households feel squeezed, so demand swings with the economy
- £125k
- revenue generated
- 20.8x
- return on ad spend
Floor laying· Winchester, HampshireHeritage Floor & Tile
Discretionary, high-ticket work: new floors, bathroom and kitchen tiling and natural stone are the first things households delay when money is tight, so demand swings with the economy
- £68k
- revenue generated
- 13.6x
- return on ad spend
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