The situation
Plumbing is a call-now trade: the ranking that matters is the one showing when a pipe bursts. Our client had a website that wasn’t earning those rankings and — more fundamentally — no measurement. Zero goal tracking meant every marketing decision was a guess.
The engagement started with instrumentation, not tactics. Before optimizing anything, we needed the account to tell us the truth.
What we did
- Rebuilt the website first. A faster site structured around services and service areas — the foundation local rankings and conversions both depend on.
- Installed goal tracking end to end. Analytics goals, call tracking, and form tracking — turning "the phone seems busier" into countable lead events.
- Ran data-driven local SEO. On-page optimization, local landing pages, and Google Business Profile work targeting the searches Tampa homeowners actually make.
- Paired SEO with a supporting PPC campaign. Paid search held visibility on high-intent terms while organic rankings compounded — reaching the right audience at the right time from two directions.
The results
Figures from GA4 and Call Tracking Metrics, 2024 vs. prior year. The +74% is lead events — calls and forms — not raw traffic.
Why it worked
Traffic grew 9%; leads grew 74%. That gap is the point — rankings were won on the keywords that produce customers, and the site those visitors landed on was built to convert them. Six years in, the account still compounds. The pattern for every local-service client: measure first, rank for buyers — not just volume — and let the work compound.