Price busters Plumbing
Nobody plans a burst pipe. We plan for the call.
Conversion & Marketing Technology
Measurement & Attribution
Media Planning & Buying
Paid Search
SEO & Answer Engine Optimization
Social Media Management
+30%
Total Inbound Calls
−19%
Paid Search Spend
−18%
Cost Per Ad-Driven Call
−11%
Cost Per Lead
+81%
Click-to-Call-or-Form Conversion Rate
90%
Brand Search Impression Share
Nobody plans a burst pipe. We plan for the call.
Pricebusters Plumbing needed its paid search working as hard as its plumbers. SnuggleMud rebuilt the inherited account around the jobs homeowners actually need. In the first four weeks, paid search spend fell 19% and cost per ad-driven call dropped 18%, while the company’s total inbound calls rose 30%.
Challenge
When a pipe bursts, a homeowner needs help now. Pricebusters needed its marketing ready for that moment. Instead, the inherited account spread budget across five overlapping campaigns, with routine drain work and major sewer replacements competing for investment without clear service-level measurement.
Call counts offered little distinction between a ringing phone and a meaningful conversation. The business needed a clearer view of which searches deserved its money and which were wasting it.
Approach
We rebuilt search around the job a homeowner is calling about: brand, general plumbing and water line, sewer repair, trenchless. Searches for the company name are the cheapest calls in any account, so that demand is defended before anything else gets funded. Local Services Ads, the pay-per-lead listing at the top of the page, are managed in the same plan, with lead categories reviewed so budget follows plumbing work. A call has to be a real conversation to count.
Outcome
Total Google spend fell 19% against the same stretch before. Local Services leads got 14% cheaper, and the share that were plumbing or sewer work rose from 77% to 87%. The brand now shows on 88% of company-name searches, up from 61%, at a lower cost per call, and every search click costs 43% less. Next we’ll measure booked jobs and invoiced revenue by service line.
+30%
Total Inbound Calls
−19%
Paid Search Spend
−18%
Cost Per Ad-Driven Call
−11%
Cost Per Lead
+81%
Click-to-Call-or-Form Conversion Rate
90%
Brand Search Impression Share
SnuggleMud has been a major improvement for our marketing. Their communication is excellent, they’re proactive with clear deliverables, and we’re already seeing high-quality calls from the campaign. We’re excited about the results they continue to deliver.”
.
Jacob Mandel, Reputations Manager – Price Busters
The Work
+30%
Total Inbound Calls
−19%
Paid Search Spend
90%
Brand Search Impression Share
Campaign Restructuring by Service
Paid search was rebuilt around the job behind the call: general plumbing and water lines, sewer repair, and trenchless work.
That structure gave each service a clearer role in the budget, replacing five overlapping campaigns competing for the same investment.
Brand Protection Campaign
A dedicated campaign protects searches for Pricebusters itself, separate from the service-line campaigns.
That protection helped brand search reach a 90% impression share in the first four weeks.
Call Tracking & Recordings
Call tracking added recordings and a minimum duration threshold to help distinguish substantive calls from brief connections.
That distinction gave the business a clearer view of which searches deserved its money and which were wasting it.
Weekly Search-Term Reviews
Weekly search-term reviews kept spending focused on the needs homeowners were actually expressing.
That discipline contributed to paid search spend falling 16% while ad-driven call volume held steady.
Foundation for Revenue Attribution
This is the opening chapter: a more efficient search program and clearer call measurement built to support what comes next.
That foundation sets up connecting marketing to booked jobs and invoiced revenue by service line as the engagement develops.
