CASE STUDY:
Mr Walker
How We Helped Mr Walker Achieve Optimal Lead Generation Through Dynamic Capacity Management and Targeted Search Advertising
Industry: Plumbing and Electrical Services
Campaign Type: Google Search Advertising
Case Study Timeframe: 4 Years (June 2020 - May 2024)
The Challenge
Mr Walker, a well-established plumbing and electrical services business based on Auckland's North Shore, approached SME Growth with a unique challenge that many trade businesses face: managing fluctuating capacity across multiple service lines while maintaining consistent lead generation.
The business faced several specific challenges:
Balancing lead generation between plumbing and electrical services based on team availability
Managing seasonal demand variations that affected each service differently
Maintaining cost-effective enquiry generation across both service areas
Ensuring consistent workflow without overwhelming either the plumbing or electrical teams
Our Approach
We implemented a sophisticated dual-service advertising strategy with dynamic capacity management:
Dynamic Campaign Weighting: Created flexible campaigns that could shift focus between plumbing and electrical services based on current team capacity and availability
Service-Specific Targeting: Developed targeted campaigns for each service line with tailored messaging and landing pages
Capacity-Based Optimisation: Implemented real-time campaign adjustments to drive more electrical enquiries when plumbers were fully booked, and vice versa
North Shore Market Focus: Concentrated targeting on Auckland's North Shore area to maximise relevance and service efficiency
Continuous Performance Monitoring: Established ongoing tracking and adjustment processes to optimise both lead quality and cost efficiency
The Results
Over four years of partnership, our strategic approach delivered significant improvements across all key performance metrics:
Performance Evolution
Our partnership with Mr Walker demonstrates the power of flexible, capacity-driven digital advertising in the trades industry:
Year 1 (2020-2021): Established baseline performance with dual-service campaign structure, setting strong foundation for growth.
Year 2 (2021-2022): Delivered exceptional growth with 59% increase in conversions and 166% improvement in conversion rate, while achieving 22% reduction in cost per conversion.
Year 3 (2022-2023): Maintained strong conversion rates with 3% improvement while adapting to market changes, though conversions decreased by 22%.
Year 4 (2023-2024): Achieved outstanding results with 68% increase in conversions and 19% improvement in conversion rate, plus 31% reduction in cost per conversion compared to Year 3.
Strategic Insights
The remarkable improvements were driven by several key factors:
Capacity Management Innovation: By dynamically adjusting campaign focus between plumbing and electrical services, we ensured optimal team utilisation while maintaining consistent lead flow.
Service-Specific Optimisation: Through continuous testing and refinement of both plumbing and electrical campaigns, we maximised conversion rates for each service line.
Geographic Precision: Focusing on Auckland's North Shore market ensured high relevance and service efficiency for both trade disciplines.
Long-term Partnership Benefits: The consistent performance improvements over four years showcase the value of ongoing optimisation and capacity-based campaign management.
Client Testimonial
When we first approached SME Growth, we were struggling to balance lead generation between our plumbing and electrical services. Sometimes our plumbers would be completely booked while our electricians had capacity, and vice versa. SME Growth's team understood this challenge and developed a unique approach that allows us to shift our advertising focus based on our current team availability.
The results have been outstanding for our business. During this four-year period, we've seen significant growth in quality enquiries while substantially reducing our cost per lead. What's particularly impressive is how they can ramp up electrical enquiries when our plumbers are busy, and switch focus back to plumbing when needed.
This dynamic approach has allowed us to maintain steady workflow across both services without ever being overwhelmed. Our conversion rates have improved dramatically, and the quality of leads is excellent. The detailed reporting makes it easy to see exactly how our advertising investment is performing across both service areas.
I'd recommend SME Growth to any trade business looking for a digital marketing partner that understands the unique challenges of managing multiple service lines. Their capacity management approach has been a game-changer for our business efficiency.
Shawn Cain, Managing Director
Mr Walker
Ready to Transform Your Digital Advertising Results?
If, like Mr Walker, your business could benefit from our strategic approach to digital advertising that focuses on measurable business outcomes, not just traffic, why not reach out to our team today.
