A plumbing company in Chicago was struggling with its lead generation. Although the company spent $5000 a month on Google Ads, it still had only 35% of the calls eventually turn into real work; the rest were just wasting ad spend and, furthermore, creating frustrations among employees. What the company needs is to screen for high-intent caller-such as homeowners who are going through pipe bursts or water heater malfunctions against silencing low-quality inquiries.

To end these headaches, we set up a pay-per-call solution in stages. The AI call scoring system first scans in-bound calls as urgent (certain words such as “no hot water” or “flooding basement”) and essences the location of the caller to ensure they indeed expect service from this company. Thereafter came call dynamic routing to ensure the critical cases got to the best technician in the business, shortening the average response time from 28 minutes to 9 minutes. Finally, we were able to create copy and ad-specific landing pages that attracted only hot customers while ignoring general keywords like “plumber near me” for specific keywords such as “emergency plumbing rescue 24/7.”