How a Cruise Line Doubled Bookings via Pay Per Call
Transforming Plumbing Lead Generation
A mid sized plumbing company servicing the Chicago metro area implemented pay per call marketing to handle inconsistent lead quality from traditional directories. Emergency focused call campaigns targeting searches like “burst pipe repair” and “24/7 plumber near me” resulted in 72% more qualified leads in the first month. The campaign featured geo fenced mobile ads displaying click to call buttons when users entered high income neighborhoods with older housing stock. Dynamic call routing ensured emergency calls bypassed the office queue and connected directly to available technicians with real time location tracking.
Emergency Call Conversion Strategies
Best was the general adoption of a tactic by the plumbing firm, creating a sense of emergency to display real time availability on the landing pages. A live counter that said: “Next available technician in 32 minutes”: obtained a 41% increase in call conversions compared with contact pages not associated with this feature. Call scoring went to leads with specific issues, such as water heater failure and sewer line backup, among others. Throughout the three month period, the campaign earned a whopping 428 billable service calls out of the 18,000 campaigns, generating exorbitantly high revenues of $189,200, thus demonstrating that pay per call is proven to rival traditional plumbing lead services as an optimizer of direct, emergency intent.
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