If you want more large jobs where financing helps, you have to buy different searches. Someone typing "emergency plumber" wants a truck, not a payment plan. Someone typing "cost to replace sewer line" or "whole house repipe" is often still deciding, and a clear payment option can tip that decision. We build and run Google search campaigns around those planned, high-ticket searches and measure them by the work they book.
What it is
A set of search campaigns, separate from your emergency campaigns, aimed at the job types where your average ticket is high and the homeowner has time to think. Typical groups include whole-home repiping, sewer and water service line replacement, water heater and tankless replacement, backwater valves and sump pumps, water treatment systems, and plumbing for basement or bathroom renovations.
Each campaign sends traffic to a page about that specific job, which also explains your payment options. If you don't have those pages, our financing pages service builds them first.
Who it is for
- Plumbing companies with crews and schedule space for multi-day jobs
- Owners whose current ads bring plenty of small calls but few large quotes
- Companies with an active lender program and permission to mention it in ads
If your trucks are already booked solid with service calls, we may suggest waiting. Paying for repipe leads you can't schedule for six weeks wastes money and annoys customers.
What is included
- Keyword research for your service area, split into urgent and planned intent
- Separate campaigns and budgets for planned high-ticket jobs
- Ad copy using only the financing wording your lender approves
- Negative keywords to block do-it-yourself and job-seeker searches
- Call tracking with recorded source, plus offline conversion import if your CRM allows it
- Monthly review of search terms, cost per call and cost per booked job
Timeline
Setup takes about two weeks: research, campaign build, tracking tests and approval of the ad wording. The first month is a learning period. By the end of month three, we expect to know which job types are worth more budget and which should be paused.
How results are measured
The number that matters is cost per booked large job. Here is how we work it out, with numbers you can swap for your own:
| Item | Example |
|---|---|
| Monthly ad spend | $3,000 |
| Calls from planned-job campaigns | 40 |
| Quotes written | 22 |
| Jobs booked | 7 |
| Cost per booked job | about $429 |
| Average ticket | $7,500 |
If those seven jobs carry a healthy margin after materials, labour and any lender fee on financed jobs, the campaign earns its keep. If not, we cut it back. The close-rate guide shows how to set your own ceiling for cost per booked job.
Mistakes to avoid
- Mixing urgent and planned searches in one campaign. The urgent ones eat the budget.
- Advertising rates you don't control. Only the lender sets them.
- Judging on click cost. A cheap click from a renter looking for a quick fix is worth less than an expensive one from a homeowner pricing a repipe.
- Sending ads to the homepage. The page must match the search.
- Ignoring the phone. A missed call on a $9,000 enquiry costs more than a month of clicks. See quote follow-up for what happens after the call.
How we split urgent and planned searches
A simple rule of thumb guides the campaign structure. Searches containing words like "emergency", "now", "burst" or "leak" go to your urgent campaigns. Searches containing "cost", "replace", "quote", "repipe", "upgrade" or a product name like "tankless" go to the planned-job campaigns that carry the financing message. Everything in between is tested, then sorted by what it actually books, not by what it costs per click. Over a few months, that sorting usually reveals two or three job types that deserve most of the planned-job budget.
Call, text or email to talk through your service area and average tickets.
Frequently asked questions
Can the ad itself say we offer financing?
Usually yes, in general terms such as "payment options available through [Lender], subject to approval", if the lender's program allows it. Specific rates or payments in ads need the lender's exact wording and disclosures, so we only use them when supplied.
What budget do I need?
It depends on your market and how many large jobs you can handle. We set a test budget from your average ticket and target cost per booked job, not from a round number.
Do you include Local Services Ads?
We can manage them alongside search, but they mostly bring urgent calls. For financeable work, standard search campaigns give us far more control over which jobs we pay for.
How soon will I see booked jobs?
Calls usually start in the first weeks. Big jobs take longer to close, so judge the campaign on at least two to three months of data.