How One Plumbing Company
Turned Their Google Ads Account into a Lead-Generating Machine
Client Background
About Beehive Plumbing
The Client
Beehive Plumbing is a well-established plumbing company serving the greater Salt Lake City region with a team of over 100 employees. Big Fish Local has been partnering with them since April 2019, a relationship built on consistent results, honest communication, and a shared commitment to growth. Matt Naylor, President of Beehive Plumbing, found us through a referral from a friend and fellow business owner.
Over the years, we’ve helped Beehive grow from a $2 million per year operation to a $22 million one. But this particular chapter of that story is all about their ads.
The Goal
Beehive had already built a strong reputation in their market. The problem wasn’t their service. It was their ad strategy. Their previous marketing company wasn’t communicating well, results were average at best, and costs kept creeping up without much to show for it. They felt like they were treading water.
They wanted to stop paying for leads that went nowhere and start seeing a real return on their ad spend. More qualified calls, less waste, and better jobs coming through the door.
The Results
We rebuilt their Google Ads strategy from the ground up, and the numbers shifted fast. Cost per lead dropped by more than 50%, lead quality improved across the board, and average revenue per lead increased by over 30%. These weren’t small, incremental gains. They were a turning point for how Beehive approached paid advertising.
How We Did It
Our Approach
- Google Ads Restructure
When we took over Beehive’s Google Ads account, it was clear the campaigns needed more than a few tweaks. We rebuilt the account structure from scratch, tightening targeting, cutting wasted spend on keywords that weren’t converting, and making sure the right people were seeing the right ads. Cost per lead dropped from $120 to under $60. Same market, same budget, far better results.
- LSA Setup and Management
We set up and actively managed Beehive’s Local Services Ads, securing placement at the very top of Google search results. Unlike traditional pay-per-click campaigns, LSAs charge per lead, meaning Beehive only paid when a real customer reached out. This added a cost-efficient second layer to their paid strategy and helped them consistently show up for high-intent plumbing searches across their service area.
- Lead Tracking and Quality Management
Not all leads are equal, and we knew Beehive’s call center was spending too much time on the wrong ones. We built out proper lead tracking to identify exactly which campaigns, keywords, and ad types were generating valuable calls versus low-quality or spammy inquiries. That data shaped every decision we made going forward, and it saved Beehive’s team real hours every week.
- SEO Succes
One of the biggest shifts we made was refocusing Beehive’s ads on higher-value service calls: bigger jobs, more complex projects, higher average tickets. We adjusted their ad copy and landing pages to speak directly to customers looking for those services. That change alone increased average revenue per lead by over 30%. Getting more calls matters. Getting the right calls matters more.
The Results
Beehive Plumbing came to us frustrated with an ad strategy that was burning budget without producing results. Six years of work later, they’re one of the most dominant plumbing companies in the Salt Lake City market, and their ads are a big part of why.
Their cost per lead dropped by more than 50%. Their call center handles fewer junk leads. The jobs they’re booking are bigger and more profitable than they’ve ever been. All of that happened because we stopped guessing and started managing their campaigns with real data and a clear focus on what actually moved their business forward.
Beehive’s growth from $2M to $22M didn’t come from one thing, but having an ad program that actually worked was a critical piece of it.
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Beehive’s results didn’t happen because they spent more money on ads. They happened because they finally had a team managing those ads with intention.
If your current campaigns feel like a gamble, if leads are expensive, quality is inconsistent, or you’re not sure what you’re actually getting for your ad spend, it might be time for a different approach.
Schedule a Discovery Call today. We’ll take an honest look at what’s working, what isn’t, and what a smarter strategy could do for your business.
One conversation could change a lot. Let’s find out.