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A full digital rebuild for Plumbing Bros: new website, SEO foundation, Google Ads, Performance Max, conversion-led landing pages and WildJar call tracking, generating 76 conversions and 114 inbound calls with zero missed calls.
584 clicks
Reach
76 conversions / 63 qualified leads
Growth
114 inbound calls, 24 bookings, 0 missed calls
Leads / Orders
Location
Australia
Services
Graphic Design, SEM (Google Ads), SEO / GEO, Web Design & Development
Rebuild Plumbing Bros' digital presence end to end: new conversion-focused website, Google Ads and Performance Max, SEO foundation, location landing pages and WildJar call tracking, to convert urgent plumbing intent into calls, leads and booked jobs across NSW, Perth and multi-region campaigns.
Home » Case Studies » Plumbing Bros — From Invisible to Unstoppable
A full digital rebuild for Plumbing Bros — new website, SEO foundation, Google Ads, Performance Max, conversion-led landing pages and call tracking that proved where the bookings came from.
Plumbing Bros did not need another pretty website. They needed a digital system that could convert urgent plumbing intent into calls, leads and booked jobs. That is what AIIMS built.
AIIMS rebuilt Plumbing Bros’ digital presence from the ground up. The work covered the website, Google Ads, Performance Max, SEO structure, creative, landing pages and call tracking.
The goal was simple: generate measurable enquiries and bookings, not vanity traffic. Every piece of the campaign was built around search intent, conversion behaviour and source attribution.
584Total Clicks
76Conversions
114Inbound Calls
63Qualified Leads
24Bookings Made
0Missed Calls
The Challenge
The old setup was not pulling its weight.
Plumbing Bros had previously invested in digital marketing, but the campaign structure, website experience and reporting visibility were not strong enough to consistently hit lead and booking targets. The brand needed a sharper online presence, better landing page logic and a cleaner way to see which channels were creating real calls.
The Strategy
Build the machine first. Then scale the traffic.
AIIMS focused on the core foundations that matter for trade lead generation: speed, trust, location intent, call visibility and campaign accountability.
01
Conversion Website
A stronger website structure designed to make Plumbing Bros look like a serious national plumbing franchise, not a generic local trade page.
02
Google Ads Rebuild
Search campaigns were rebuilt around high-intent plumbing searches, locations, service urgency and clear conversion actions.
03
Performance Max Layer
Performance Max was used to support broader reach and conversion capture while search campaigns handled direct intent.
04
Location Pages
State, region and suburb-level pages helped connect users with localised plumbing intent and supported SEO growth.
05
Call Tracking
WildJar tracking created visibility across paid, organic, direct and location-based phone enquiries.
06
Creative Proof
Photography, video and design assets helped the brand look established, credible and trustworthy across every touchpoint.
Website Transformation
From generic to franchise-ready.
The new website repositioned Plumbing Bros around trust, urgency, national coverage and practical service navigation.
The campaign mix included main search coverage, geo-specific campaigns and Performance Max support.
Plumbing Bros — MAIN
3,836Impressions
179Clicks
13Conversions
$2,775Spend
CTR 4.67%Top Performer
Central Coast & Newcastle
3,357Impressions
127Clicks
8Conversions
$1,750Spend
CTR 3.78%CPC $13.78
Plumbing Bros — Perth
3,160Impressions
134Clicks
11Conversions
$1,740Spend
CTR 4.24%CPC $12.98
Performance Max
1,498Impressions
144Clicks
44Conversions
$213Spend
CTR 9.61%Highest CTR
WildJar Call Tracking
The phone data backed up the campaign.
Call tracking gave Plumbing Bros a cleaner view of business outcomes, not just clicks. It connected call volume, answer rates, lead quality and bookings back to marketing sources.
114Total Calls
114Answered
0Missed
63Qualified Leads
24Bookings
85New Callers
“Google Ads campaigns live and have already exceeded their monthly lead and booking targets.”
Plumbing Bros client update
The Work
What AIIMS built.
01
New Website
Full rebuild with stronger positioning, service navigation, conversion pathways and franchise credibility.
02
Google Ads
Search and Performance Max campaigns structured around intent, geography and booking action.
03
SEO Foundation
Technical and on-page improvements, stronger service structure and location content to support organic growth.
04
Call Tracking
WildJar integration to measure which channels drove real inbound calls and bookings.
05
Creative Assets
Photo, video and graphics to give the brand a sharper, more trustworthy presence across web and ads.
06
Landing Pages
Location and service-focused pages built to convert urgent plumbing enquiries into phone calls.
Within weeks of launch, Plumbing Bros had a stronger brand presence, better conversion pathways, clearer campaign structure and reporting that connected marketing activity to real phone enquiries and bookings. The result was not just more traffic. It was a system the business could actually measure and improve.
FAQ
Questions this case study answers.
What did AIIMS Group do for Plumbing Bros?
AIIMS delivered a full digital rebuild including website design and development, SEO, Google Ads, Performance Max, location landing pages, conversion optimisation, creative assets and WildJar call tracking.
What were the key results?
The reporting period used in the case study recorded 584 clicks, 76 conversions, 114 inbound calls, 63 qualified leads, 24 bookings and zero missed calls.
Why does this matter for other trade businesses?
It proves that a trade business does not win online by running ads alone. The website, landing pages, SEO, creative, tracking and sales follow-up all need to work together.
Need your marketing to prove itself?
AIIMS Group builds performance-led websites, SEO systems and paid media campaigns for businesses that want measurable growth, not excuses.
