Case Study
FLOWSAFE
Case Study · Plumbing · Melbourne, VIC
Flowsafe
Plumbing
A Blueprint for Market Dominance
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Under $60Qualified Lead Target
Under $6Average Cost Per Click
13+Landing Pages
14+Campaigns Active
8,000+Enquiries to Date
$50K+Weekly Revenue Target
The Challenge
From $800 a Day.
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 operational foundation was solid. The digital presence was not reflecting it.
When the business came on board, the existing website was basic and not built to convert. There was no meaningful SEO footprint, no structured landing page network, limited lead tracking, no professional photography and no clear digital growth architecture.
How We Overcame It
- Launched local area landing pages immediately, giving campaigns a strong destination while the full website was being developed.
- Set up WildJar phone tracking at onboarding with 12 tracking IDs, closing the attribution gap from day one.
- Activated and optimised the Flowsafe Google Business Profile by October 2024.
- Organised a professional two-day photoshoot in November 2024 to create a complete brand asset library.
- Delivered the full website project across Q4 2024 and Q1 2025, supported by weekly meetings and structured approvals.
- Within three months, Flowsafe generated $38K in revenue in a single week from $9.6K in ad spend. Multiple weeks in 2025 exceeded $70K.
What We Built
A Full-Stack
A Full-Stack
Digital Engine
SEM Management
Google Ads strategy and delivery across 14+ active campaigns, supported by ongoing optimisation to improve lead efficiency and volume.
Multiple Landing Pages
Strategy, design and development of 13+ landing pages targeting specific services, suburbs and search intent across Melbourne.
Custom Website Design & Development
A complete branded website for flowsafepl.com.au, designed to convert with clear service architecture and strong enquiry paths.
Photo & Video Production
Two full days on site followed by an extensive editing and production phase, creating assets for the website, advertising and ongoing content.
Search Engine Optimisation
SEO targeting Melbourne-wide plumbing searches, with a focused push into Bayside and surrounding suburbs.
Google Business Profile Management
Ongoing profile optimisation, regular publishing and local ranking activity to strengthen local-pack visibility.
Print Design
Magnets, flyers, EDMs, capability material and sales collateral supporting lead conversion beyond the digital channel.
Google Ads Performance
Numbers That
Numbers That
Speak for Themselves
From an unstructured $800-a-day account with limited enquiry volume to a mature acquisition engine supported by search campaigns, landing pages, phone tracking and ongoing optimisation.
6.21M
Impressions
Total ad impressions served across campaigns
114.7K
Clicks
Total clicks to landing pages and website
1.85%
Click-Through Rate
Blended CTR across campaign activity
8,361
Conversions
Total tracked conversion actions
$5.83
Average CPC
Maintained below the $6 target threshold
$79.98
Blended Cost Per Conversion
All tracked conversion actions combined
$5M+
Attributed Revenue
Reported revenue connected to the wider digital acquisition program
Call Tracking — WildJar
Every Call. Tracked.
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%
Average Call Duration1 min 54 sec
Total Answered6,461
Tracking Numbers Active12 IDs
Of 7,539 tracked calls, 4,524 were classified as qualified leads. The 75% first-time caller rate indicates that campaign activity was consistently reaching new customers, while 3,167 bookings demonstrate the commercial value of the acquisition system.
Click to Conversion
The Landing Page
The Landing Page
Network
A network of purpose-built digital assets was created to capture high-intent searches and direct users into a focused conversion journey.
The Conversion Journey
1
Search Intent Captured
A customer searches for a plumber, service or suburb. The campaign directs that search to a page aligned with the exact intent.
2
Landing Page Converts
The page presents a clear headline, trust signals and direct call-to-action without unnecessary distractions.
3
Call Tracked Through WildJar
Each inbound call is attributed to the campaign and landing page that generated it.
4
Lead Qualified and Booked
The Flowsafe team answers the enquiry, qualifies the work and books the job.
5
Revenue Generated
Completed work and lead outcomes feed back into campaign optimisation and budget decisions.
Hyper-Local Targeting
Pages were aligned with specific suburbs, services and campaign themes.
Click-to-Call Prominence
Phone calls were prioritised across desktop and mobile experiences.
Trust Signals Built In
Clear service promises and practical customer reassurance reduced hesitation.
Mobile-First Design
Pages were structured for fast action on the device most customers use during urgent plumbing searches.
Distinct Campaign Brands
Names such as Mr Drainage and Same Day Heating gave campaigns stronger category relevance.
Continuous Optimisation
Messaging, layout and campaign alignment were refined using conversion and call data.
$60
Qualified Lead Target
Across the landing page network and active campaigns, qualified-lead performance was managed against an under-$60 target. The wider Google Ads account also recorded a blended cost per conversion of $79.98 across all tracked conversion types. Keeping those two measures separate makes the reporting clear and defensible.
Client Feedback
In Their Own Words
“The transformation has been incredible. From brand positioning to lead generation, every part of the strategy was executed with purpose. We’ve seen measurable growth across the board.”
Theo Vitos / Flowsafe Plumbing
Full Scope
Everything We Delivered
01
Google Ads Management
Strategy, campaign build and ongoing optimisation across 14+ campaigns.
02
13+ Landing Pages
Unique campaign brands, custom design and service or suburb targeting.
03
Custom Website & SEO
Complete website development and organic search targeting across Melbourne and Bayside.
04
Photo & Video Production
Two-day shoot and a full professional asset library for website and campaigns.
05
Google Business Profile & Print
Ongoing local profile management, content publishing and branded sales material.
“
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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