Client Overview
Jolly Plumbing is a residential and commercial plumbing services company serving Ohio and Kentucky. Specializing in emergency plumbing, drain cleaning, water heater installation, leak detection, and full pipe repair, Jolly Plumbing has built a strong reputation for fast response times and reliable service across a growing multi-city footprint.
Jolly Plumbing partnered with Joya Digital in January 2023. Since then, we've tripled their efficiency while doubling job volume — expanding from a local player to a regional powerhouse across 12+ cities in Ohio and Kentucky.
Challenge
When Jolly Plumbing engaged Joya Digital, they were running modest Google campaigns with limited geographic targeting and no Meta presence. Monthly booked jobs hovered around 100, their ROAS sat at a minimal 1.57, and their service coverage was confined to a handful of ZIP codes. The plumbing industry on Google is fiercely competitive — dominated by aggregators like HomeAdvisor and national franchises bidding aggressively on high-intent keywords. Our challenge: build a scalable, AI-powered paid media engine across Google and Meta that would drive predictable job volume, improve campaign efficiency dramatically, and unlock geographic expansion — all while maintaining a tight cost-per-job framework.
Our Process
We audited and completely restructured Jolly Plumbing's Google Ads account. The previous setup used broad match keywords with no service segmentation, resulting in wasted spend on low-intent queries. We rebuilt the account from the ground up — segmented by service line, intent tier, and geographic market — then layered in Google's AI bidding to drive maximum job volume at target CPJ (cost per job).
- Emergency Plumbing campaign: capturing high-urgency searches like "plumber near me now," "emergency plumber [city]," "burst pipe repair" — maximizing call volume for immediate jobs
- Drain Cleaning & Unclogging campaign: targeting mid-to-high intent queries with dedicated ad groups per service type (kitchen drain, sewer line, toilet backup)
- Water Heater Installation & Repair campaign: separate campaign capturing both replacement and repair intent, segmented by unit type (tank vs. tankless)
- Leak Detection & Pipe Repair campaign: capturing homeowners and property managers searching for inspection, detection, and repair services
- Built an extensive negative keyword library (DIY guides, competitor names, unrelated plumbing topics) eliminating irrelevant clicks from day one
- Set up full conversion tracking: phone calls (30+ seconds), web form submissions, and click-to-call — enabling precise cost-per-job visibility across all campaigns
While Google captured in-market demand, we launched Meta campaigns to generate awareness and retarget high-value prospects across Ohio and Kentucky. Meta allowed us to build Jolly Plumbing's brand in new service areas before expanding Google campaigns there — warming audiences cost-effectively before pushing for direct conversion.
- Launched local awareness campaigns targeting homeowners aged 30–65 within 15-mile radii of Jolly's active service zones in Ohio and Kentucky
- Built lead generation campaigns using Meta's native Lead Ads format — capturing name, phone, and service type directly on Facebook/Instagram, reducing friction to near zero
- Created retargeting audiences from Google Ads website visitors and Facebook page engagers — keeping Jolly top-of-mind for prospects who hadn't yet converted
- Ran seasonal creative rotations: frozen pipes content in winter, sump pump and drain content in spring, water heater efficiency content in fall — aligning creative to homeowner need cycles
- Used lookalike audiences modeled on Jolly's existing customer list to efficiently expand into new service area ZIP codes with pre-qualified targeting
Beyond paid media, we implemented a comprehensive end-to-end SEO and Answer Engine Optimization (AEO) strategy to ensure Jolly Plumbing dominated local organic search results and voice/AI-driven queries across their service footprint. This multi-channel organic presence amplified the paid media results and created a compounding growth engine.
- Built and optimized service-area landing pages for each city and ZIP code in the expansion roadmap — targeting "[service] + [city]" keyword combinations to capture local organic traffic
- Implemented Answer Engine Optimization (AEO): structured FAQ content, schema markup, and featured snippet optimization to capture AI-powered search results and voice queries like "Who's the best plumber near me?"
- Optimized Google Business Profiles for all service areas — maintaining keyword-rich descriptions, consistent NAP data, photo uploads, and regular post cadence to boost Local Pack rankings
- Built a review generation system: automated post-job follow-up sequences driving 5-star Google reviews — increasing both organic ranking signals and paid ad CTR
- Conducted technical SEO audits on landing pages — improving Core Web Vitals, page speed, and mobile UX to ensure maximum Google Ads Quality Scores and organic ranking potential
With strong campaign foundations and growing organic presence, we implemented a hyper-targeted optimization layer focused on call tracking, ad scheduling, and data-driven scaling. This phase is what transformed Jolly Plumbing from a local operator to a multi-city regional powerhouse — and took ROAS from a modest 1.57 to an extraordinary 11.21.
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