AI Multiplies Calls
An established plumbing company in Chicago was having serious problems with their lead generation. Though they were spending $5,000 a month on Google Ads, only 35% of the calls that were coming through the door converted to actual work, leaving them with wasted ad spend and irate employees. They required something that would screen for high-intent callers—homeowners experiencing actual emergencies such as burst pipes or water heater malfunction—and exclude low-quality inquiries.
We introduced a multi-stage pay-per-call solution to overcome these pain points. Our call scoring system, powered by AI, first evaluated incoming calls for urgency signals (certain words such as “no hot water” or “flooding basement”) and caller location to verify that they were within the company’s service area. Then, we implemented dynamic call routing to route the most critical cases to their best-performing technicians, cutting response times from 28 minutes to less than 9 minutes. Last, we optimized their ad copy and landing pages to get only serious customers, ditching generic keywords such as “plumber near me” in favor of targeted keywords such as “24/7 emergency plumbing rescue.”
This case study illustrates the way call qualification with a target and AI-fueled optimization can transform an underperforming ad strategy into a high-performance growth machine. By prioritizing call quality instead of quantity, we enabled this plumbing business to squeeze every drop out of their budget and corner their local market—cutting wasted ad spend by 62% while booked jobs grew 138% in 90 days. Our own call scoring system flagged high-margin call-outs (such as burst pipes) and sent them directly to their most successful technicians. Apply these findings to your company. (Want similar results? Let’s chart your profit path.).
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