FLOWSAFE
Case Study · Plumbing · Melbourne, VIC

Flowsafe Plumbing

A Blueprint for Market Dominance

Google Ads SEO 13+ Landing Pages Web Design GMB Management Photo & Video Print Design Since Sep 2024
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Under $60Cost-Per-Lead
Under $6Avg Cost-Per-Click
13+Landing Pages
14+Campaigns Active
8,000+Enquiries to Date
$50K+Weekly Revenue
The Challenge

From $800 a Day. Zero to Show for It.

The first call from Theo, owner of Flowsafe Plumbing, came in on 28 August 2024. He was running his own Google Ads campaign on an $800 daily budget and was lucky to get one or two calls a day. The spend was there. The strategy, structure, and conversion infrastructure were not. Flowsafe Plumbing Pty Ltd is a Melbourne-based, Australian-owned plumbing business offering 24/7 emergency and general plumbing services across Melbourne Metro and the South Eastern suburbs. Services span blocked drains, burst pipes, leak detection, gas fittings, hot water systems, and water filtration. The foundation was solid. The digital presence was not reflecting it. When they came on board, the existing website was basic and not built to convert. No SEO presence. No structured landing pages. No lead tracking. Campaign inconsistency in the early weeks created early friction. No professional photography, no brand direction, no clear path forward.

How We Overcame Them

  • Launched local area landing pages immediately — giving campaigns a quality destination while the full website was being built.
  • Set up WildJar phone tracking at onboarding with 12 tracking IDs — closing the lead attribution gap from day one.
  • Activated the Flowsafe Google My Business profile by October 2024, building local SEO presence fast.
  • Organised a professional two-day photoshoot in November 2024 to give Flowsafe proper brand assets for the website and ads.
  • Launched the full website project through Q4 2024 into Q1 2025, with weekly meetings, design reviews, and inner page approvals.
  • Within three months, Flowsafe was generating $38K in revenue in a single week from $9.6K in ad spend. The $50K/week target was described as very doable. In 2025, multiple weeks exceeded $70K+.
What We Built

A Full-Stack Digital Engine

SEM Management
Full Google Ads strategy and delivery across 14+ active campaigns. Ongoing optimisation every month to drive CPL down and lead volume up.
Multiple Landing Pages
Strategy, design, and development of 13+ unique landing pages — each with a creative brand name targeting a specific service or suburb across Melbourne.
Custom Website Design & Development
Full branded website design and development for flowsafepl.com.au — built to convert, with on-brand visuals, complete service pages, and clear conversion paths throughout.
Photo & Video Production
Two full days on-site. Twenty days of editing and video creation. Giving the brand a professional visual identity for the website, ads, and all marketing channels.
Search Engine Optimisation
Post-website SEO targeting Melbourne-wide keywords with a specific focus on the Bayside region and surrounding suburbs — building long-term organic visibility.
Google My Business Management
Three posts per week, ongoing GMB profile optimisation, and local area ranking focus to dominate Google's local pack across Melbourne suburbs.
Print Design
Branded print marketing covering magnets, flyers, EDMs, a capability statement, and a sales guide — equipping the Flowsafe team to convert leads offline as well as online.
Google Ads Performance

Numbers That Speak for Themselves

From a disorganised $800/day spend with barely a call to show for it, to over 6.2 million impressions, 8,361 conversions, and $5 million in attributed revenue. Here is what the data looks like.

6.21M
Impressions
Total ad impressions served across all campaigns
114.7K
Clicks
Total clicks to landing pages and website
1.85%
Click-Through Rate
Above industry average for local plumbing search
8,361
Conversions
Total tracked conversions across all campaigns
$5.83
Avg Cost Per Click
Maintained well below the $6 target threshold
$79.98
Cost Per Conversion
Blended CPL across all active campaigns
$5M+
Revenue Generated
Total attributed revenue from digital marketing activity
Call Tracking — WildJar

Every Call. Tracked. Qualified. Booked.

7,539
Total Calls
6,461
Calls Answered
5,681
First-Time Callers
3,167
Bookings Made
Lead Quality
Qualified Leads4,524
Bookings Made3,167
First-Time Caller Rate75%
Booking Conversion Rate~70%
Call Performance
Answer Rate85.7%
Avg Call Duration1 min 54 sec
Total Answered6,461
Tracking Numbers Active12 IDs

Of 7,539 total calls tracked across all Flowsafe campaigns, 4,524 were qualified leads. A 75% first-time caller rate confirms these are genuine new customers, not repeat enquiries. With 3,167 bookings made and an 85.7% answer rate, the operational infrastructure matched the marketing output. Every campaign dollar tracked back to a real call, a real booking, a real job.

Click to Conversion

The Landing Page Network

Thirteen unique landing pages — each with a distinct brand, targeting a specific service or suburb — built to capture intent at the moment it matters most.

The Conversion Journey

1
Search Intent Captured
User searches for a plumber in their suburb. Google Ads matches them to a hyper-local landing page with direct relevance to their exact query.
2
Landing Page Converts
Targeted page with strong headline, trust signals, and one clear call-to-action. No distractions. Optimised for the specific service and location.
3
Call Tracked via WildJar
Every inbound call is tracked against the campaign and landing page that generated it. Attribution is clean. Performance is measurable.
4
Lead Qualified and Booked
The Flowsafe team receives the call, qualifies the job, and books the appointment. With an 85.7% answer rate, almost no lead is missed.
5
Revenue Generated
Job completed. Revenue logged. The data feeds back into campaign optimisation — reducing CPL further and scaling what works.
What Made the Landing Pages Work
Hyper-Local Targeting
Each page targets a specific suburb or service area, matching user intent precisely and improving Quality Score.
Click-to-Call Prominence
Phone numbers above the fold, on mobile sticky bars, and integrated with WildJar tracking from day one.
Trust Signals Built In
Upfront pricing, no after-hours surcharge, and $0 callout fee prominently displayed to reduce hesitation and increase call rate.
Mobile-First Design
Over 70% of plumbing search traffic is mobile. Every page was built for the phone screen first — fast, clean, and optimised for action.
Unique Brand Per Page
Creative brand names like Mr Drainage, Same Day Heating, and Shower Guys Melbourne gave each page authority in its category.
Continuous Optimisation
Each page was iteratively improved based on WildJar call data and Google Ads quality scores — refining messaging and layout over time.
$60
Under — Cost Per Lead
Across 13+ landing pages and 14+ active campaigns, the blended cost per qualified lead stayed consistently under $60 — in a market where many plumbing competitors pay $150–$200 per lead. That efficiency is the product of strategic landing page architecture, rigorous keyword management, and relentless month-on-month optimisation.
Full Scope

Everything We Delivered

01Google Ads ManagementStrategy, build, and ongoing optimisation across 14+ campaigns
0213+ Landing PagesUnique brands, custom design and development per suburb/service
03Custom Website & SEOFull website build plus SEO targeting Melbourne and Bayside suburbs
04Photo & Video Production2-day shoot, 20 days of editing — full professional asset library
05GMB Management & Print DesignWeekly GMB posts, local rankings, flyers, magnets, EDMs, and sales collateral
Ravi Kavirajan
"
Account Manager

"Great results come from strong collaboration and strategic execution. This case study reflects the impact of aligning business goals with a scalable, data-driven marketing strategy."

Ravi Kavirajan
Client Experience Manager · AIIMS Group

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