How a DFW plumbing shop went from $87 CPL to $34 — and booked 3× more jobs in 60 days.
Targeting was metro-wide. Then it wasn't.
- Geotargeting defaulted to the entire DFW metro — calls ringing from 45+ miles out.
- One ad group covered every query intent: emergency, drain & sewer, remodel, "plumber near me" all blended.
- Landing page was the home URL — no filtering between a $400 job and a $4,200 remodel.
- Owner-operator fielded every call himself, with no buffer to measure clean attribution.
- Geo cut to McKinney + North DFW — only zips his crew actually rolls out to.
- Three ad groups split by intent: emergency / drain & sewer / remodel.
- Dedicated landing page per intent, with a 60-second intake form front-loaded.
- Two-week call-coverage rotation pulled phone duty off the contractor so attribution could be measured clean.
Zip-lock + intent split dropped wasted clicks on out-of-area tire kickers.
Same spend, three times the bookings — tighter leads, higher close rate.
Intake-qualified leads meant fewer discount-truck-rolls.
Owner time back — fewer "are you the cheapest?" calls to triage.
What the shop owner reported.
"We were running Google Ads on our own and getting calls from way outside our service area. Tightened the geo and CPL dropped from $87 to $34 — same spend, the calendar filled up."
"Took about two weeks of phone coverage off my plate so we could actually measure where the leads were coming from. That's when it clicked — booked jobs went from 6 a month to 19, and I wasn't burning 40 hours screening junk."
- Tighter geography. Metro-wide default was eating half the budget on calls 40+ miles out. Locking to North DFW zips immediately cut waste.
- Intent-segmented copy. Emergency + drain & sewer + remodel each got their own ad group and landing page — no more blending high-margin and low-margin work into one bucket.
- Intake form ate the junk. A 60-second intake front-loaded on the landing page filtered price-shoppers before they hit the phone.
Want your own 60-day case study?
Bring your last 90 days of CPL and booked jobs. We'll show you the same three levers — geo, intent, intake — and what they'd move for your shop before we propose anything.