Driving Leads with Local Precision: How Strategic Digital Marketing Fueled a Plumbers Growth
About
Beach Plumbing is a locally owned plumbing company based in Myrtle Beach, with over 15 years of experience serving the Grand Strand area. The company is recognized for its fast, reliable, and fair services, emphasizing punctuality, affordability, and customer satisfaction.
Digital Strategies Implemented
The marketing funnel was used strategically to guide potential customers from awareness to conversion, by aligning each digital channel with a specific stage of the customer’s journey.
ROA Pre-Roll – Shown on WMBF’s website before videos, to help build brand awareness
Email with Retargeted Ads – Delivered to audience inboxes and retargeted display ads with Google Ads to drive consideration among the recipients.
Paid Search – Using Google and Bing search engines to target industry related keywords in geo targeted areas. This tactic is the gateway to website conversions
Overview
Beach Plumbing was struggling to appear in online searches due to poor search ranking and saturated competition in the local market. This problem caused another issue, which was that since their brand was not being seen, appointments were not being made.
The goal for them was to increase their online visibility to increase form submissions and phone calls, while also driving qualified traffic through a full-funnel digital marketing strategy, using paid search, email with retargeting ads, and pre-roll ads on our news station’s website.
Product Work Process
Plan & Build: I worked with the Sales Rep to research client problems, develop a full-funnel strategy to address goals, lead creative asset development and built keyword list, and set up tracking for the tactics.
Launch & Optimize: I trafficked these 3 campaigns across the selected platforms, monitored performance 3-4 times a week, and made data-driven optimizations based on issues or findings I saw.
Report & Refine: I built monthly reports for the client and relayed that data to the Sales Rep. These reports reviewed insights and included adjustments to the strategies based on results to help the client reach their goals.
Campaign Challenges
Beach Plumbing faced significant visibility issues in search results, limiting their ability to attract new customers organically. Despite active marketing, their impression share consistently declined month over month, signaling increasing local competition and rising costs to maintain ad visibility. The business lacked strong baseline SEO, which made paid channels essential but also more competitive.
Goal Measurements
Conversions
For a local service provider like Beach Plumbing, the best indicator of ROI, is conversions. This showed if the campaign could generate high-quality leads and if our ads were turning intent into measurable action.
Click-Through Rate
this measurement was able to indicate just how compelling the ads created were.
Keyword Performance
When reviewing this campaign, keyword performance was crucial, since they were the entryway to conversions. CTR and CPC helped measure the cost-efficiency and intent match of each term.
5.75%
Average CTR
87%
Project Success Rate
6-54
Call Increase Oct - Mar
13.4%
Brand Name CTR
Results
Although no initial KPIs were set, the client experienced measurable gains in all key areas, indicating a project success rate of approximately 87%. This result was achieved despite increased competition in the local market and decreasing impression share due to external market factors.
The campaign demonstrated strong performance, clear budget adaptability, and high engagement rates across channels, affirming the strategic alignment of tactics with business goals.
Solution
In follow up meetings, we discussed strategy with Beach Plumbing on how to overcome declining visibility and rising competition. By explaining the marketing funnel and which product would work best, we were ready to go