$600 spent.
$12K back.
In 5 days.
How AIIMS Group built AA Plumbing Maintenance’s Melbourne market-entry infrastructure and turned a week-one budget into a 20x return before most agencies would have finished the first brief.
Table of contents
Use this as the case study structure. It is clean for users, easy for Google to understand, and works properly on mobile.
A new plumbing business. A crowded city. One shot to get it right.
AA Plumbing Maintenance came to AIIMS with a clear goal: enter the Melbourne market fast and build a lead pipeline from day one. There was no existing web presence, no ad history and no established digital footprint in a market already crowded with experienced competitors.
The normal agency answer would have been one website, one campaign and a few months of waiting. We took the opposite route: map the city by service and suburb, build dedicated landing pages, match SEM to each offer, and track every call before the first dollar was spent.
$600 ad spend. $12,000 returned. A clean 20x ROAS from a launch system built for speed, control and accountability.
All the gears, turning together.
The result did not come from one isolated tactic. The win came from design, SEM, tracking and account management being built as one connected system.
Pages built to convert.
Six purpose-built landing pages, each targeting a specific service or geography.
- Service-specific hero sections
- Offer-led CTAs above the fold
- Licence, warranty and insurance trust signals
- Unique tracked numbers per site
Budget where it counts.
Google Search campaigns matched to landing pages and high-intent service searches.
- Campaigns matched 1:1 to pages
- Tier 1 suburbs prioritised
- Blocked drains, gas, leak detection and gutters
- Offer alignment for stronger conversion
No guessing on ROI.
Phone tracking was installed before the account went live, so every call could be attributed.
- Tracked numbers across six domains
- Call attribution by page and campaign
- Faster optimisation decisions
- Budget moved toward winners
Strategy first.
The team researched competitors, set expectations, watched early data and reviewed performance quickly.
- Competitor research before launch
- Honest expectation setting
- Fortnightly reviews
- Direct AM accountability
The result was simple: spend less, return more.
The campaign proved the infrastructure quickly. These numbers are intentionally displayed with high contrast so they remain readable across desktop and mobile.
$600 spent. $12,000 returned.
Six sites. Six angles on Melbourne.
Each domain targets a different service niche or geographic area, giving AA Plumbing Maintenance multiple entry points into Melbourne search.
West Melbourne Plumbing Experts
General plumbing services targeting Melbourne’s western suburbs.
View live siteSouth East Melbourne Plumber
South-east corridor coverage from Frankston to Dandenong.
View live siteMelbourne Drain Doctors
Dedicated drain specialist site for CCTV inspections, jetting and sewer blockages.
View live siteGutter Cleaner Melbourne
Niche capture for high-intent gutter cleaning, repair and downpipe searches.
View live siteMelbourne Gas Experts
Licensed gas fitting, gas leaks, appliances and hot water system messaging.
View live siteThe Leak Detectives
A branded leak detection identity using thermal, acoustic and CCTV positioning.
View live siteNot all suburbs are equal. We treated them that way.
Rather than spread the launch budget thinly across all of Melbourne, the account was structured around a four-tier suburb model. Budget starts where the probability of a profitable lead is strongest, then expands as the data matures.
Primary Budget Focus
St Albans, Sunshine West, Werribee, Point Cook, Frankston, Dandenong, Seaford, Altona, Coburg, Brunswick, Preston, Glenroy, Essendon, Strathmore.
Secondary Allocation
Patterson Lakes, Langwarrin, Narre Warren, Berwick, Clayton, Oakleigh, Moorabbin, Mordialloc, Bentleigh, Caulfield, Footscray, Moonee Ponds, Taylors Lakes, Cranbourne.
Expanding Coverage
Brighton, Hampton, Malvern, Glen Iris, Toorak, Mornington, Box Hill, Blackburn, Ringwood, Vermont, Ormond, Wheelers Hill, Bulleen.
Pipeline for Growth
Warrandyte, Balwyn, Camberwell, Glen Waverley, Belgrave, Geelong, Knoxfield.
The thinking behind the build.
Competitor Research First
We audited who was already ranking and advertising in Melbourne before page structure or copy was finalised.
Honest Expectations
New accounts need clean data. The launch was built around measured growth, not empty promises.
Multi-Site Architecture
Six focused sites created more search surface area and clearer conversion intent than one diluted site.
Offers Built Into Design
The $0 callout, discounts and inspection offers were part of the conversion strategy from wireframe stage.
Track Before Spending
Attribution was installed before launch so calls, campaigns and landing pages could be judged properly.
Built to Scale
The foundation can expand into more suburbs, GMB profiles, SEO, retargeting and broader service pages.
“With AA Plumbing, we made sure we strategised properly before anything went live. That meant doing the competitor research upfront, understanding what the Melbourne market actually looked like, and setting the right expectations from the first conversation. Because we gathered the right data from the start, the results we’re seeing are real, measurable and built to compound.”
Account Manager, AIIMS Group
Questions this case study answers
What was the result in the first five days?
AA Plumbing Maintenance generated $12,000 from $600 in ad spend, producing a 20x return on ad spend.
What made the launch different?
AIIMS did not rely on one generic website. The campaign used six targeted landing pages, service-specific messaging, suburb tiering and phone tracking.
Why is phone tracking important?
For plumbing and emergency service businesses, calls are a major lead source. Tracking numbers show which page and campaign generated each call.
Is this structure scalable?
Yes. The same structure can expand into additional suburbs, service verticals, SEO content, GMB profiles and retargeting campaigns.
$600 in. $12,000 out.
In five days.
This is what happens when strategy, design, SEM and tracking are built together from day one.
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