We turned the sales tap on for this local plumbing business

The Requirement / Brief

Kari Bourne of Drains Kleen first approached Kook in August 2019, as they were spending upwards of $400 per day on Google Ads with varying results and wanted a professional to take over and manage it properly. They were also looking at eventually splitting their business into 2 components, a specialty plumbing services business servicing the Sunshine Coast and Brisbane, and a general plumbing services business servicing the Sunshine Coast and Northern Brisbane. 

The solution

Kook reviewed Drains Kleen’s Google Ads account and saw a low conversion rate and a high spend. Our digital marketing team recommended the design of new landing pages on the Drains Kleen website with more prominent calls to action and confidence triggers, the addition of a remarketing display campaign to improve brand awareness and conversion rate, and a large decrease in the click budget spend with Google to control spending and maximise the cost per conversion. After Kook proved its worth with a strong performance from Google Ads, Drains Kleen engaged Kook to build and write a new general plumbing website called Kleen Plumbing which launched in April 2020. Kook was then engaged to start an ongoing SEO project for both websites in May 2020.

The Outcome

Following the launch of the new landing pages and Kook managed Google Ads campaigns, Drains Kleen saw a significant improvement in the cost per lead and a higher volume of overall leads. We’ve also seen some big wins in SEO, with the Drains Kleen website receiving more users coming from free Google searches since Kook implemented Web Core Vitals upgrades in September 2021. The newer Kleen Plumbing website has performed very well, with an overall conversion rate that is 70% higher than the conversion rate on the Drains Kleen website, leading to even lower cost per leads from Google Ads for general plumbing services. 

Details

Drains Kleen is a great success story for an awesome family-owned business! A Sunshine Coast based plumbing business that offers specialty services like CCTV, drain relining, pipe coating and robotic pipe cutting, Drains Kleen had been self-managing their digital marketing efforts since Kari Bourne first designed their website https://drainskleen.com.au/ herself in 2018. DIY digital marketing efforts proved to be too demanding for the family run business, so in August 2019, Drains Kleen approached Kook to see how we could help them grow.

Kook reviewed Drains Kleen’s Google Ads account and saw a high spend and poor cost per lead compared to industry standards. To improve the overall conversion rate, Kook’s digital marketing team recommended the design of new landing pages on the Drains Kleen website with more prominent calls to action and stronger confidence triggers, the addition of a remarketing display campaign to improve brand awareness and conversion rate, and a large decrease in the click budget spend with Google to control spending and maximise the cost per conversion.

After proving our worth with this Google Ads strategy, Drains Kleen engaged Kook to build a new general plumbing website called Kleen Plumbing which launched in April 2020. Drains Kleen then engaged Kook to start an ongoing Search Engine Optimisation (SEO) project for both websites in May 2020 with an objective of growing their organic search traffic.

With the implementation of the new landing pages and professionally managed campaigns, Kook initially helped Drains Kleen decrease the cost per lead by 51%. Kook also helped Drains Kleen realise a 60% increase in the number of leads from Google Ads over the first 4 months of the projects. In 2021, the cost per conversion has gone down by a further 57% compared to those first 4 months, with a 150% improvement in the number of conversions from Google Ads despite only a 6.5% increase in total spend on Google Ads.

We’ve also seen some big wins from organic search traffic, with the Drains Kleen website showing a 31% increase in users coming from organic search on the site since our Web Core Vitals upgrades in September 2021. The newer Kleen Plumbing website has also performed very well, with an overall conversion rate (the rate that a website viewer results in an enquiry or phone call) that is 70% higher than the conversion rate on the Drains Kleen website! All of this has helped Drains Kleen improve their offline advertising efforts, including television commercials, to improve their brand awareness and help grow their market share on the Sunshine Coast and in Brisbane. 

If you want to know how Kook can help your business grow, talk to us today.

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