Organic leads per month
from 9 to 64 qualified enquiries per month within 12 months
Keywords on page one
across emergency, boiler, drain and bathroom service categories
Google Ads spend reduced
from £2,800 to £1,540 per month while maintaining lead volume
Average organic enquiry value
across the first 12 months of organic-sourced jobs
Mobile conversion rate
of mobile visitors call or submit a form, up from 2.1% on the old site
The challenge
A five-van plumbing firm in Manchester was spending £2,800 a month on Google Ads, with the cost per qualified lead climbing past £58. Organic visibility was almost zero outside of the company name. Without paid ads, the diary emptied within a fortnight. The owner wanted to halve ad spend without halving the leads.
What we did
- Built a Manchester hub-and-spoke structure: a master plumber service page linking to 14 area pages (Didsbury, Chorlton, Salford, Stockport, Altrincham etc).
- Migrated the website to a faster mobile-first stack to fix Core Web Vitals (LCP went from 4.1s to 1.6s).
- Targeted emergency-intent keywords with conversion-focused landing pages and click-to-call hero sections.
- Built 38 new local citations and earned 11 high-authority backlinks from Manchester-based sites.
- Added review-driven schema across every service page to surface star ratings in Google search.
Engagement details
- Duration:
- 12 months
- Retainer:
- £750/month
- Location:
- Manchester, Greater Manchester
Services used
"We were burning money on Google Ads. Within six months our organic leads overtook paid, and we cut ad spend nearly in half without losing a single job. The SEO For The Trade team genuinely understands plumbing – not generic agency talk."
Managing Director
Manchester plumbing firm
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