Case study · local trades
Instant visibility via high-intent paid search
How we used Google Local Services Ads and targeted search campaigns to generate immediate, high-value calls for a brand-new emergency plumbing business.
Client
New emergency plumbing business (anonymised)
Sector
Residential trades
Services deployed
Google Ads (PPC) and Local Services Ads
Objective
Immediate lead generation by phone
- Published with consent under the Vault Protocol
- 5.0 on Google (opens in a new tab)
01 · The challenge
The “new business” void
A newly established emergency plumbing business needed leads immediately to survive. It had no brand recognition, no organic search presence and no existing customer base for referrals.
In the highly competitive trades market, relying on organic growth would take six to twelve months — time it didn’t have. It needed to be in front of customers at the exact moment a pipe burst or a boiler failed.
02 · The strategic solution
Speed-to-lead, not a long wait for SEO
We bypassed the wait for SEO with a high-intent paid search campaign focused entirely on speed-to-lead.
Google Local Services Ads
We completed Google’s Local Services verification to launch the ads. They appear at the top of the search results and are paid per lead, so the budget was spent only on qualified enquiries.
High-intent search keywords
We ran standard Google Search ads in parallel, targeting urgent searches such as “emergency plumber near me now” and “boiler repair ASAP”, bidding for the top positions during peak hours.
Negative keyword filtering
We rigorously filtered out searches such as “how to fix a leak” and “plumber jobs”, so the spend was not wasted on do-it-yourselfers or job seekers.
The measurable outcomes
Live on Monday, fully booked by Friday
The campaign went live on a Monday. By the Friday, the client’s schedule was full.
#1
Ad position for urgent terms
15
Qualified calls in week one
7 days
Time to a positive return
The evidence
What this engagement did and did not measure
The figures above are the outcomes that were tracked at the time, over the first seven days. This work predates AI-visibility measurement, so there is no AI citation baseline for it — and we are not going to invent one retrospectively.
Every engagement now starts with a multi-engine audit that records whether the AI assistants name the business when a buyer asks without using its name, and every report carries a Scan ID so any figure can be traced to the run that produced it.
We publish our own audit on the same terms, including the parts that do not flatter us. Read our own report (PDF, opens in a new tab).
Last updated 29 September 2026 · Daryo89 Ltd, Cambridge
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