Case study
Doubling inbound calls for a six-van plumbing business across Brisbane's north and east
Challenge.Strategy.Results.
A Google Business Profile overhaul, service-area strategy and storm-season preparation made the map pack the business's biggest lead source.
Sample case study: all figures are illustrative. Replace with real, client-approved data before launch.
inbound calls
cost per job vs ads
maps in 14 suburbs
The challenge
The business spent heavily on Google Ads but had almost no organic presence. Its Google Business Profile listed only 'Plumber' with no services, and it had 23 reviews against competitors with several hundred.
The strategy
Make the map pack the main source of calls, build service pages for high-value jobs and prepare for storm-season demand so organic visibility could replace part of the ad budget.
SEO, AEO & GEO work
SEO
Pages for blocked drains, hot water, leak detection, gas fitting and emergency plumbing with response times and price guides.
AEO
Practical answers to common plumbing questions that won featured snippets for hot water and drain queries.
GEO
Consistent licence details, services and reviews across directories that AI tools reference.
Local
Full GBP optimisation, SMS review requests after each job, job photo uploads and service-area pages for core suburbs.
Technical & content work
Technical: Rebuilt the mobile header with click-to-call, improved page speed, added Plumber and LocalBusiness schema and installed call tracking.
Content: Six service pages, five suburb pages with genuine job examples and a storm-season preparation guide.
Before / after
Performance
| Metric | Before | After |
|---|---|---|
| Inbound calls per month | 112 | 246 |
| Google reviews | 23 | 214 |
| Map pack suburbs (top 3) | 2 | 14 |
| Cost per job (blended) | $94 | $58 |
Timeline
6 months
- Month 1GBP overhaul and review flow
- Month 2Service pages and call tracking
- Months 3-4Suburb pages and local links
- Months 5-6Storm-season campaign and ad budget rebalancing
Key learnings
What we learned
- Learning 01
Job photos and service lists on GBP lifted visibility quickly.
- Learning 02
SMS review requests sent within an hour of a job earned the most reviews.
- Learning 03
Pre-season emergency content captured demand competitors missed.
More work
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