Case Study · Residential Plumbing Marketing & Advertising
Residential Plumbing Service Cuts Online Lead Costs 42%
Experienced marketing leadership uncovers wasted spend & redirects it for growth
Situation
A family-owned plumbing service in the northeast United States paid a local agency every month for a familiar package: paid advertising, SEO, website hosting, online listing management, Yellow Pages listing negotiation, and social media.
Agency reports showed plenty of online conversions, but the owner couldn’t connect those numbers to inquiries and booked jobs.
When asked to account for its work, the agency could provide little evidence. Its reported conversion count was 13x the number of web form submissions that the owner tracked.
Intervention
- Embedded Collective partnered with the owner’s M&A representative to scrutinize agency fees vis-à-vis completed work and evaluate advertising performance. We challenged recommendations and identified which services warranted continued investment.
- In two weeks, the owner had a fixed-scope package for search advertising, foundational SEO improvements, and website hosting and maintenance — with projected first-year savings of 42%.
- Once marketing activity is connected to qualified inquiries and booked jobs, the owner can quantify marketing ROI, hold vendors accountable, and decide where to invest dollars for growth.
Takeaway
How do you think about marketing – an unavoidable expense to get jobs or a resource to grow your business? A marketing partner with the right expertise will recognize gaps between vendor promises and actual outcomes, set priorities, and make sure work gets delivered. With someone looking out for your business, each marketing dollar has a clear purpose, geared towards bringing in customers, strengthening profits, and building a more valuable business.