Pearson
Plumbing & Heating

In March 2021, EMSC began working on the account by focusing on Pearson’s Cost Per Lead (CPL). The client was having difficulty lowering its CPL, so to reduce it, we made the following strides: 

• Targeting the most relevant popular keywords (high volume) and long tail keywords (Low Competition & Low Cost) to focus on Pearson’s core services to get more conversions.
• Split testing ads with Special offers for Retargeting users.
• Using negative keywords to reduce waste.
• Creating new landing pages with better calls to action.

Within a month, we were able to significantly increase lead volume by 30% while lowering their CPL.

The client was willing to spend more, but they wanted to reduce the cost per lead if they were going to spend more consistently. We were able to devise a strategy to restructure the account setup and begin ramping up the ad spend while lowering the cost per lead.

We more than tripled their website traffic and achieved #1 rankings for extremely competitive keywords throughout their campaigns.

Depending on the target locations and local competition, PPC for plumbers can be very expensive. 

That’s why it was paramount for our PPC team to ensure that all aspects of Pearson’s campaigns and their landing page funnel were, and continued to be, properly optimized. With the proper setup, management, and optimization, EMSC demonstrated that PPC for plumbers can be highly effective and profitable.