When Jake Morrison took over Premier Plumbing from his father, the company was stuck. Despite 30 years in business and a stellar reputation, revenue had plateaued at $2.4 million annually. They were spending $40,000 per month on marketing but had no idea what was working. Three months later, revenue was up 40% and marketing spend was down 20%. Here’s exactly how they did it.
The transformation didn’t require hiring a fancy agency or doubling the marketing budget. It required something far more powerful: finally seeing where their money was going and having the courage to act on what the data revealed.
The Starting Point: Marketing Chaos
Premier Plumbing’s marketing looked like most established home service businesses—a little bit of everything with no way to measure anything. They were running Google Ads managed by three different “experts,” Yellow Pages ads “because we always have,” ValPak mailers to 50,000 homes monthly, radio spots during drive time, and billboards on two major highways.
The problems were painfully obvious in hindsight:
- No call tracking on any campaigns
- Google Ads sending traffic to the homepage
- No connection between marketing spend and actual revenue
- Decisions based on what “felt” like it was working
- Marketing reports that showed impressions, not income
“We were managing marketing like it was 1995. Spending money and hoping for the best. I knew there had to be a better way.”
– Jake Morrison, Owner, Premier Plumbing
Week 1-2: The Implementation
The first step was implementing SimpleBlend to connect all their marketing data to actual business results. The setup was surprisingly straightforward—integrating with ServiceTitan, implementing call tracking across all channels, setting up conversion tracking properly, connecting marketing spend to revenue data, and creating dashboards everyone could understand.
Within two weeks, they had visibility they’d never imagined possible. Every call was tracked to its source. Every job was connected to its marketing origin. Every dollar spent could be tied to dollars earned.
The Shocking Discoveries
What the data revealed was both shocking and liberating. Their “expensive” Google Ads were actually generating the highest ROI at 4:1. But 60% of the budget was wasted on broad match keywords that brought tire-kickers, not buyers.
Week 3-4: The Optimization Blitz
Armed with data, Jake’s team went to work. They didn’t change everything at once—they made surgical strikes based on clear ROI data. First, they cut the obvious losers (goodbye, Yellow Pages). Then they reallocated that budget to proven winners.
The Google Ads transformation was dramatic. They paused all broad match keywords, created location-specific campaigns, implemented proper conversion tracking, added extensions and call tracking, and focused budget on high-converting terms. The result? Same spend, triple the booked jobs.
Week 5-8: Scaling What Works
With the bleeding stopped and winners identified, Premier Plumbing shifted to offense. They discovered their billboard calls had the highest lifetime value—commercial property managers who became repeat clients. So they added two more billboards in similar commercial districts.
- Doubled down on commercial-focused Google Ads
- Created separate campaigns for emergency vs. scheduled services
- Launched retargeting to capture website visitors who didn’t call
- Implemented automated email follow-ups to estimates
- Started tracking customer lifetime value by source
Week 9-12: The Revenue Explosion
By week 9, the results were undeniable. Call volume was up 25%, but more importantly, call quality had skyrocketed. They were attracting serious buyers, not price shoppers. The average ticket increased from $340 to $480 as they focused on commercial and high-value residential work.
The team embraced data-driven decision making. Morning meetings now started with dashboard reviews. Technicians understood which calls were most valuable. The office staff knew which campaigns to prioritize. Everyone was aligned around profitable growth.
The 90-Day Results
After three months, the transformation was complete:
- Revenue: Up 40% ($280,000 additional monthly revenue)
- Marketing spend: Down 20% (from $40,000 to $32,000)
- Cost per booked job: Decreased 65%
- Average ticket: Up 41%
- Customer lifetime value: Increased 3x for targeted segments
Lessons Learned
Jake’s biggest revelation wasn’t about any specific marketing channel—it was about the power of visibility. “We were flying blind for 30 years. Once we could see what was actually happening, the decisions became obvious. It wasn’t magic. It was math.”
The Premier Plumbing story isn’t unique. Every day, established home service businesses are bleeding money on marketing that doesn’t work while underinvesting in channels that could transform their growth. The difference between struggling and thriving isn’t talent or market conditions—it’s the willingness to face the truth in your data and act on it.
Your business likely has its own hidden goldmines and money pits. The question is: will you keep guessing, or will you start knowing? Premier Plumbing made their choice, and 90 days later, they’ll never go back to marketing in the dark.
