What changes
Generic plumbing clicks are not the goal.
The goal is a cleaner path from the Google search to the call, form, intake outcome, follow-up, and booked plumbing work.
Area
Stan Consulting
Generic ad account
Why it matters
Campaigns
Structured around plumbing job type, service area, and urgency.
Broad ad groups chasing clicks.
Emergency, drain, and water heater searches do not behave the same.
Landing pages
Matched to the service, location, phone path, proof, and form.
Traffic sent to a generic page.
A searcher with a water leak needs a different path than someone pricing a planned install.
Tracking
Calls and forms tied back to campaign, page, source, and intake notes when available.
Lead count with little job context.
The company needs to know which spend creates real conversations.
Follow-up
Missed calls, stale forms, and quote requests get a follow-up path.
The ad platform stops reporting after the click or form.
A missed call can still become a job if the path catches it quickly.