RapidFlow Plumbing | contractors
Plumbing Company Generates 320 Emergency Calls Monthly via Google Ads
Houston, TX24/7 plumbing service (14 technicians)3 months engagement
Google AdsLocal SEOWeb DesignLead Generation
Challenge
RapidFlow Plumbing offered 24/7 emergency service across Houston, but their Google Ads were a mess. They were spending $18,000/month with a generic agency that treated emergency plumbing like any other service. Ads ran during off-peak hours, didn't emphasize urgency, and sent traffic to a generic homepage. The average cost per lead was $185, and many "leads" were price shoppers or people looking for next-week appointments—not the high-margin emergency calls where RapidFlow excelled.
Solution
We rebuilt their Google Ads strategy specifically for emergency service dynamics:
Emergency-Specific Campaigns: Created dedicated campaigns for emergency keywords ("burst pipe," "water heater not working," "flooded basement") with aggressive bidding and 24/7 scheduling weighted toward after-hours when competition dropped.
Google Local Services Ads: Got them verified and optimized for LSAs, which became their highest-quality lead source. Managed review strategy specifically to maintain LSA eligibility.
Urgency-Driven Landing Pages: Built dedicated emergency landing pages with prominent phone numbers, "technician on the way in 30 minutes" messaging, and real-time availability indicators.
Call-Only Campaigns: Launched call-only ads for mobile emergency searches, eliminating the friction of form fills when someone's basement is flooding.
Dayparting Strategy: Analyzed call patterns and increased bids during peak emergency times (evenings, weekends, after storms) while reducing spend during low-intent periods.
Weather-Triggered Bidding: Implemented automated bid increases during freeze warnings, heavy rain, and other weather events that cause plumbing emergencies.
Results
+276%
Monthly Emergency Calls
85 → 320
-72%
Cost Per Emergency Call
$185 → $52
+559%
After-Hours Calls
22/month → 145/month
New channel
Google LSA Leads
0 → 95/month
+63%
Revenue Per Lead
$380 → $620
“Emergency plumbing is our bread and butter—we charge premium rates because we show up at 2 AM. But our old ads attracted people wanting quotes for next month. PxlPeak understood our business and built campaigns that ring the phone with actual emergencies. The weather-triggered bidding is genius—our phone blows up before a freeze even hits.”
Marcus Johnson
Owner, RapidFlow Plumbing
