Rebuilt the profile
Seven categories, 46 services with descriptions, 60 job photos and a weekly post. Service area changed from a 20 km circle to 14 named suburbs.
Sample case study: Plumber
From 38 calls a month to 131 for a Northside plumber
A three-van plumbing business was paying for leads from a directory and sharing each one with four competitors. We rebuilt the profile, launched tight search ads and tracked every call.
+245%
tracked calls a month
38 to 131 in six months
-57%
cost per lead
$96 to $41 in six months
+276%
booked jobs a month
17 to 64 in six months
Sample figures. Kettle & Tap Plumbing is a fictional client on a demo site.
Where they started
Kettle & Tap had been in Nundah for eleven years and still relied on a lead-selling directory for half its work. Each lead was sold to five plumbers at once, so the cheapest quote usually won.
Their own profile had one category, nine photos and no posts. The website had no call tracking, so nobody knew which jobs came from where.
Before and after
Calls a month
Before
38
Month 6
131
Cost per lead (lower is better)
Before
$96
Month 6
$41
Booked jobs a month
Before
17
Month 6
64
What we did
Launched strict search ads
Three campaigns: blocked drains, hot water and emergency. Call-only ads between 6 am and 9 pm, with 212 negative keywords in the first month.
Tracked every call
Five local numbers, recordings and a booked or not booked tag. The team found 1 in 5 calls was going unanswered at lunch.
Fixed the phones
A missed call text-back and a lunch roster. Answer rate went from 78% to 96%.
Month by month
The three numbers on every monthly report. Hover, tap or tab through a chart for exact values, or open the table view.
Tracked calls a month
View as table
| Period | Calls |
|---|---|
| Start | 38 |
| Month 1 | 52 |
| Month 2 | 69 |
| Month 3 | 84 |
| Month 4 | 102 |
| Month 5 | 118 |
| Month 6 | 131 |
Cost per lead
Lower is better
View as table
| Period | Cost per lead |
|---|---|
| Start | $96 |
| Month 1 | $81 |
| Month 2 | $66 |
| Month 3 | $58 |
| Month 4 | $49 |
| Month 5 | $44 |
| Month 6 | $41 |
Booked jobs a month
View as table
| Period | Booked |
|---|---|
| Start | 17 |
| Month 1 | 24 |
| Month 2 | 33 |
| Month 3 | 41 |
| Month 4 | 50 |
| Month 5 | 58 |
| Month 6 | 64 |
Sample figures for illustration only.
How it unfolded
- Week 1
Audit
Profile scored 41 out of 100. Tracking numbers installed.
- Weeks 2 to 3
Rebuild and launch
Profile rebuilt, ads live on $60 a day.
- Month 2
Trim
Paused two keyword groups that produced calls but no jobs.
- Month 4
Drop the directory
Lead-selling subscription cancelled, saving $1,150 a month.
First time in eleven years I can tell you exactly what a job cost me to win. We turned the directory off in month four and have not missed it.
No lock-in contracts
Want numbers like these?
Every business is different, so we start with a free lead audit and an honest view of what is realistic for your trade and suburbs.