Multi-location plumbing company, competitive metro
Normalized cost per booked job across every location in an LSA-saturated metro.
A residential and light-commercial plumbing operator running multiple locations in a single metro was seeing wildly different lead economics per location. One shop was thriving on paid media. Another was burning budget with almost no booked calls to show for it. Same brand, same offer, same market, very different results.
Client name withheld under NDA. Details anonymized.
The situation
LSA was saturated across the metro, which meant every location was competing for the same pool of homeowner searches at auction. The previous setup ran one shared LSA and Google Ads account for the whole company, which made it impossible to see which location was actually producing and which was subsidizing the others. Bad leads were not being disputed. Emergency and planned-intent searches were mixed into the same campaigns.
- Single shared paid-media stack across every location, no per-location reporting.
- No dispute flow on LSA, wasted spend on wrong-service and out-of-area calls.
- Emergency queries (burst pipe, backed-up main) mixed with planned queries (tankless conversion, remodel plumbing) in the same Search campaigns.
- Uneven Google Business Profile hygiene across locations, some with fresh reviews, some untouched for months.
What we built
We rebuilt the stack per location so every shop had its own scoreboard. That surfaced which locations needed more spend, which needed better GBP hygiene, and which had a real staffing bottleneck the CSR data was hiding. Then we split Search campaigns by intent so emergency queries could bid aggressively without dragging planned-service cost per lead through the roof.
- Per-location LSA and Google Ads structure with per-location reporting.
- Aggressive weekly LSA dispute flow on wrong-service, spam, and out-of-area calls.
- Search campaigns split by intent, emergency versus planned, with distinct budgets, bids, and landing pages.
- GBP standardization across every location, plus a review-request flow tied to the FSM per location.
- Call tracking that reports cost per booked job per location, not just a metro-wide total.
The result
The underperforming location caught up to the top location within a couple of quarters, mostly because per-location reporting finally showed where the bottleneck actually was, and per-location LSA structure let us tune bids and categories where they were being wasted. Wasted spend from bad LSA leads dropped sharply once the dispute flow was running weekly. Emergency Search campaigns compounded because they could finally bid to win the top spot without being averaged against lower-intent traffic.
- Cost per booked job normalized across all locations within the first two quarters.
- Wasted LSA spend dropped meaningfully once weekly dispute flow was running.
- Emergency-intent Search campaigns won more top-of-page placements without inflating planned-service cost per lead.
- Map-pack visibility improved at every location as GBP hygiene and reviews compounded.
Multiple locations, uneven results?
45-minute discovery call. We will map the fastest fix per location and give you a specific package recommendation.
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