Arnold & Sons Plumbing
Building a higher-quality lead engine in Peoria.
How EMSC drove an 11.70× ROAS for Arnold & Sons by tightening Google Performance Max around real, bookable plumbing demand.
The reported numbers.
Every value and source note below is reproduced from the published case study.
11.70x
Return on Ad Spend
Source: 2026 KPI Tracker
$37.66
Cost Per Lead
Source: 2026 KPI Tracker
22.93%
Conversion Rate
Source: 2026 KPI Tracker
2.93%
Click-Through Rate
Source: 2026 KPI Tracker
Family-Owned
Emergency Plumbing 24/7
Licensed & Insured
Same-Day Service
The engagement.
Industry
Plumbing, Sewer & Drain
Geography
Peoria, IL
Audience
Age 40–60 · $150–300k Home Value · $75k+ Income
Platform
Google Performance Max
Family-owned plumbing in Peoria, IL.
Arnold & Sons is a trusted, family-owned plumbing, sewer, and drain operator serving Peoria homeowners. Built on a reputation of reliability, they handle everything from emergency 24/7 service calls and routine drain cleaning to comprehensive water quality work.
Like many established home service operators, they faced a common challenge in digital acquisition: volume isn't the same as value. They didn't just need more phone calls; they needed calls that converted into booked jobs and actual revenue.
Lead quality over lead volume.
The objective wasn't to drive generic traffic. We needed to shift the focus from raw lead volume to completed revenue. That meant reducing cancellations, unbooked calls, price shoppers, and same-day expectation mismatches.
By tightening the conversion net, we aimed to dramatically improve the call-to-revenue ratio, ensuring every marketing dollar spent was capturing high-intent homeowners ready to book.
Ad Examples
Three placements across YouTube, Shorts, and Display featuring the quality, engaging personalized videos that powered the campaign.
YouTube · In-Stream
Schedule a $99 sewer appointment
“If ya know, ya know. Our skilled technicians expertly handle everything from leaky faucets to burst pipes.”
YouTube Shorts · Vertical
$99 Any Drain Opening
“Leaky Pipes? Clogged Toilet? Sump Pump Trouble? Call Arnold & Sons.”
Google Display · In-Feed
10% Off for New Customers
“Our skilled technicians expertly handle everything from leaky faucets to burst pipes.”
Why this worked.
A breakdown of the specific strategic levers we pulled to drive an 11.70× ROAS.
Hyper-local trust
Repeating ‘Peoria’ in headlines pushed relevance, credibility, and significantly increased click-through rates.
Bottom-funnel intent
Search themes like ‘Plumber in Peoria’ and ‘Emergency Plumbing’ caught users ready to book, not just browse.
Offer-led conversion
Tangible incentives like $99 Sewer Opening and 10% Off New Customers reduced hesitation at the point of conversion.
Urgency cues
24/7 availability and same-day service language pushed users to take immediate action instead of delaying.
Search-led PMax
Bidding automation naturally shifted spend toward Google Search, where conversions actually closed efficiently.
Quality control
Aggressive negatives, placement exclusions, and limited inventory filtered out low-quality and irrelevant clicks.
Strategy Breakdown
Traffic was driven directly to dedicated service pages, engineered to catch high-intent visitors and turn them into booked appointments.
CTAs: Book Now, Contact Us
Creative: Hyper-local + offer-driven messaging (“Plumber in Peoria”, “$99 Sewer Opening”, “10% Off New Customers”, “Free Water Quality Test”)
Asset Group Strategy: Search themes (intent) + In-market audiences (behavior)
A/B Testing: Headlines, CTAs, service-focused messaging
Optimization: Continuous negative keyword + placement exclusions
Bidding: PMax automation prioritizing high-converting channels (Search)
The Conversion Target: call.arnoldplumbing.com/plumbing-services/
