How a London Plumbing Company Boosted Phone Appointments by 180% with Google Call Ads
Introduction
In the competitive world of local service businesses, especially in a bustling market like London, staying ahead requires smart, strategic marketing. For Cheap Plumbing Services, London, the challenge was simple yet critical: get more calls from potential customers—fast.
The solution? Google Call Ads, a direct, conversion-focused ad format that prioritizes phone calls over website clicks. Within just 60 days, the company saw a 180% increase in phone call appointments, all without inflating their advertising budget.
In this blog post, we’ll unpack their journey, explain what Google Call Ads are, how they work, and why they’re particularly powerful for service-based businesses like plumbers, electricians, HVAC contractors, and more.
What Are Google Call Ads?
Google Call Ads (previously known as "Call-Only Ads") are a type of Google Search Ad designed specifically to drive phone calls rather than clicks to a website. When users search for a service (like “emergency plumber in London”), these ads show a clickable phone number prominently, encouraging mobile users to call directly from the search results.
Unlike regular PPC ads that route traffic to a website, Call Ads eliminate a step and focus on direct interaction—the phone call.
Key Features of Google Call Ads:
Only appear on devices that can make calls (mobile phones).
Show your phone number, business name, description, and call button.
Charge you per click—but a “click” here is a tap to call.
Let you schedule when ads appear (only during business hours).
Can be tracked using Google Ads call reporting or third-party tools.
Why Phone Calls Matter for Plumbing Businesses
For service-based businesses, especially in urgent service verticals like plumbing, a phone call is more valuable than a website visit.
Think about it: When someone has a burst pipe or blocked drain, they aren’t interested in browsing a website. They want to speak to someone now. That’s where Google Call Ads shine.
Some powerful stats to consider:
70% of mobile searchers call a business directly from search results.
Callers convert 10–15x more than web leads in urgent service industries.
Phone leads are quicker to close, which matters in high-volume, fast-service markets.
The Challenge: How Cheap Plumbing Services Struggled
Cheap Plumbing Services is a mid-sized plumbing company based in East London. Before adopting Google Call Ads, they relied heavily on:
Traditional search ads lead to a landing page.
Local SEO and Google Business Profile.
Some social media ads (mostly Facebook).
Despite a reasonable PPC budget (~£1500/month), their phone call conversion rate was low. The landing page was getting traffic, but few people were picking up the phone. And in plumbing, every minute counts.
Key Problems They Faced:
High drop-off rate on landing pages (mobile users abandoning without calling).
Missed conversions due to too many steps between the ad and the phone call.
Limited ad visibility during off-hours when emergencies spiked.
The Strategy: Shifting Budget to Google Call Ads
In Q1, 2025, the team partnered with a digital marketing consultant to refocus the PPC strategy around Google Call Ads. Here’s what they did:
✅ 1. Created Dedicated Google Call Ads Campaigns
They separated their campaigns into Call-Only Campaigns with ad groups based on services, like:
Emergency Plumbing
Boiler Repairs
Drain Unblocking
Leak Detection
Each ad was tailored to the intent of the searcher, with messaging like:
Need a 24/7 Plumber in London? Call Now for Fast Service – No Call-Out Fee!”
✅ 2. Ad Scheduling for Peak Call Times
The campaign only ran between 7:00 AM and 10:00 PM, aligning with their staff availability. This ensured no wasted budget during off-hours and no missed calls.
✅ 3. Used Call Extensions + Conversion Tracking
Although the ad itself was a Google Call Ad, they also used call tracking to monitor:
Number of calls
Duration
Missed vs answered
Conversion rate (calls resulting in bookings)
Tools like Google Ads Call Reporting and CallRail helped attribute actual revenue to campaigns.
✅ 4. Adjusted Bids by Device and Location
They bid more aggressively on mobile devices and geo-targeted East and Central London, where their service vans could respond fastest.
The Results: A 180% Increase in Phone Appointments in 60 Days
Key Lessons and Takeaways
Within two months, Cheap Plumbing Services saw a 180% increase in qualified phone appointments and cut their cost-per-lead by over 50%.
Why Google Call Ads Work So Well for Local Services
What makes Google Call Ads especially effective for service-based businesses?
1. Immediate Action
Users can tap and talk. No forms. No distractions. In emergencies, speed matters.
2. Intent-Based Targeting
You're reaching people already searching for your services, not just browsing.
3. High Conversion Rates
Phone calls tend to convert faster and higher than form fills or chat leads.
4. No Need for Website Optimization
You don’t need a fancy website. Even businesses without a full website can run call ads successfully.
How to Set Up Google Call Ads for Your Business
If you're inspired by Cheap Plumbing Services’ results, here's a simple guide to start:
Step 1: Log in to Google Ads and Create a New Campaign
Choose “Leads” as your goal.
Select “Search” campaign.
Choose “Phone Calls” as your conversion action.
Step 2: Set up Call Extensions and Conversion Tracking
Add your business phone number.
Use Google forwarding numbers to track calls.
Set conversion action to count calls over 60 seconds.
Step 3: Write Your Ads
Focus on clarity, urgency, and trust. Examples:
“Licensed Local Plumbers – Call 24/7”
“Same-Day Service – No Hidden Fees – Call Now”
Step 4: Set a Call-Only Ad Schedule
Only run ads during hours when someone can answer the call.
Step 5: Monitor, Optimize, Scale
Use data to:
Pause low-performing ad groups.
Increase bids on top-converting locations.
Adjust ad copy for better CTR and conversion.
Final Thoughts
If you run a local service business, especially one that benefits from direct phone interaction—plumbing, locksmith, HVAC, electrician, towing—then Google Call Ads could be a game-changer.
For Cheap Plumbing Services in London, switching from standard search ads to call-focused campaigns didn’t just improve metrics—it transformed their business pipeline.
Key Benefits Recap:
Higher conversion rate
Lower cost per lead
Better customer experience
Faster ROI
Whether you're an agency or a business owner, Google Call Ads offer one of the most underutilized yet high-converting PPC formats for local services.
📌 Want to Start Using Google Call Ads?
Need help setting up or optimizing your call ad campaigns? Reach out today for a free consultation, and let’s make your phone ring off the hook, just like we did for Cheap Plumbing Services, London.
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