Nobody searches for a repipe. They search for water on a floor, and what happens in the next few minutes decides who does the rest of the work.
Yes. Metcalf Media works with plumbing companies, and the first thing it changes is what the advertising is measured against. A plumbing campaign judged on cost per call will be switched off the week before the job that would have paid for the quarter came through it.
Plumbing demand has no season and no shopping period. There's a failure, and the failure sets the clock. Water on a floor at ten at night isn't a purchase anybody considers, it's a list of numbers called in order until one gets answered.
So the work splits in two. Be the one that gets answered, and be set up so the planned jobs that nobody panics about are also being sold rather than waited on.
The lead is almost never worth what it looks like when it lands. It arrives as a clogged line or a toilet that won't stop running, and the money is in what gets found once a plumber is actually under the house. The water heater that's past its life. The cast iron that's going. The repipe the homeowner has been putting off through two winters. The job that pays for the month started as the job that barely paid for the drive.
That changes what a lead is allowed to cost, and it changes who gets to judge the campaign. A plumbing company tracking cost per call and nothing else is grading its advertising on the small half of every job it produced.
It also changes when the phone rings. The calls arrive at night, on Sunday, and on the coldest morning of the year, which are exactly the hours an answering service is doing the least useful version of the job. A homeowner standing in water doesn't make a second attempt.
Minutes. They're calling down a list and stopping at whoever answers.
A drain clear. What it becomes is decided on site.
Nights, weekends, and the coldest morning of the year.
A voicemail box. Nobody standing in water calls back twice.
Not everything at once. The order matters more than the list — putting ads in front of a site that can't answer them is how money gets wasted.
First, before anything else is spent. A text back inside sixty seconds and automatic missed-call text-back, which is what covers the nights and weekends when the emergencies actually happen.
Follow-UpA page for each job worth having rather than one services page. Water heaters, sewer lines, repipes and slab leaks each get their own, plus a page for every town on the route.
WebsitesThe emergency search happens in the map pack on a phone, above everything else on the screen. The profile gets the categories, the service area and the photos that earn that call.
Google ProfileA homeowner comparing three plumbers at midnight is reading reviews, not copy. The ask gets automated at the end of the job instead of left to whoever remembers.
ReviewsPointed at the planned work, because nobody browses Facebook during an emergency. Water heater replacements and repipes can be sold before they fail.
AdsYes, and it's usually the half being left on the table. Metcalf Media runs paid social at the planned jobs, such as water heater replacement and repiping, because nobody scrolls social media during a burst pipe but plenty of people have been putting off a replacement they already know is coming.
Because a lead is created by a symptom, and symptoms are small. Metcalf Media builds separate pages for the larger work so the search that starts as a sewer question lands somewhere written for a sewer replacement, and it measures the campaign against invoiced work rather than the size of the first call.
They get a text back inside sixty seconds, automatically, before anybody at the company has picked up a phone. Metcalf Media sets missed-call text-back up on every plumbing build, because the after-hours call is the one with the shortest patience and the highest chance of going to whoever answered first.
Yes, and only one plumbing company per city. Metcalf Media takes a single business per industry per city, so no plumbing client is competing for the same call against another client on the same ad account.
Against invoiced work, not against cost per call. Metcalf Media reports what the campaign produced on the invoice, because in plumbing the difference between a cheap lead and an expensive one usually shows up after the plumber is already under the house.
If your town is already taken, the call will say so rather than selling you something that competes with itself.
