Eastside Plumbing
Industries
- Plumbing Services
What we did
- SEM
- User Testing
Locations
- Melbourne
Website
The Challenge
After experiencing a drop in Google Ads performance, Eastside Plumbing came to Salt & Fuessel looking to restore results and rebuild confidence in their digital advertising. Tracking issues had disrupted campaign performance, and even after being corrected, the account struggled to return to previous levels. The goal was to turn Google Ads back into a reliable source of inbound enquiries and business growth.
Our Solution
The Strategy
Salt & Fuessel took a structured approach to rebuilding Eastside Plumbing’s Google Ads account. By auditing the campaign structure, removing inefficiencies, and focusing on the services that were driving real enquiries, we developed a strategy designed to improve performance and generate consistent inbound leads.
SEM
After identifying structural issues within the account, our team streamlined the Google Ads setup by removing duplicate campaigns and eliminating overlapping targeting that was driving inefficient spend. Performance Max campaigns were also restructured into two clear service categories — general plumbing services and specialised plumbing services — allowing campaigns to better align with different customer needs and search intent.
By refining the campaign structure and reallocating budget toward the services generating the strongest enquiries, Salt & Fuessel were able to restore performance and transform Google Ads into a consistent source of inbound leads for Eastside Plumbing.
User Research & Testing
Through detailed analysis of campaign data, our team identified which services, keywords and search behaviours were generating the highest volume of enquiries. These insights allowed us to better understand customer intent and refine the overall campaign strategy.
Campaigns and keywords that were spending budget without delivering conversions were paused, ensuring investment remained focused on the highest-performing services and the searches most likely to generate qualified leads.
The Results
Our optimisation of Eastside Plumbing’s Google Ads account resulted in a significant improvement in campaign performance and lead generation.
By focusing spending on the services delivering the strongest results, the account began generating record months of inbound phone enquiries.
As performance improved month after month, the client regained confidence in Google Ads and approved increased budgets to continue scaling lead generation.
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