Live campaigns
Mr. Rooter judges its ads by one test:
did the call become a completed job?
Alchemy IBS Private Limited runs call-first Google and Meta campaigns, ZIP-level territory control and call-to-job reporting for Mr. Rooter Plumbing of Greater King of Prussia, a franchise serving homeowners around King of Prussia, Pennsylvania. The work judges advertising on completed jobs recorded in ServiceTitan, the business's job system, rather than on platform conversions.
At a glance.
| Client | Industry | Market | What we did | Stage |
|---|---|---|---|---|
| Mr. Rooter Plumbing of Greater King of Prussia | Home services, plumbing franchise | King of Prussia area, Pennsylvania, US | Google Ads, Meta Ads, call tracking, territory control, reporting, local SEO, website build | Live campaigns |
The owner wanted more work. The account was set up to count leads.
Sanil Bose, who owns the franchise, wanted more work coming in. The account was already set up the way most are: a campaign optimised around old assumptions, a broad "plumber" keyword, and a goal written in leads per day.
More of the same would have produced more calls. It would not have shown which of them became jobs.
A conversion, a call and a job are three different records.
The ad platform counted taps on a call button. ServiceTitan counted jobs. Nothing joined the two. Until it did, nobody could say whether more leads meant more work or just more spend.
Territory was the second problem. A franchise licenses specific ZIP codes, so a call from a neighbouring owner's area is a dispute, not a customer. Broad keywords and automated destination settings can also send a searcher to a generic franchise page instead of the local branch.
The idea itself was already inside the business. Sanil works diagnosis first: find the symptom, inspect, show the homeowner the camera findings, explain the options, approve the price before work starts. Most plumbing ads sell the replacement. This business sells the honest diagnosis, so that became the line every ad, post and email carries.
Campaigns, territory and tracking built to reach the job record
- A fresh Google Search and Performance Max build: ad groups by service intent (drains, sewer lines, water heaters, emergencies), exact and phrase keywords only, no broad "plumber", negatives from day one and call-first conversion actions.
- Territory control: targeting limited to the franchise's approved ZIP codes, with weekly checks of search terms and caller locations for leakage.
- Channel-wise tracking numbers: a plan giving each Google service campaign, Local Services Ads, Meta lead forms, the Business Profile and Facebook groups its own line into ServiceTitan.
- Call-to-job matching: strict ten-digit phone matching only, never fuzzy names, with the date and status of every job checked before it counts.
- Daily read-only monitoring and a weekly action report, with a queue of attribution gaps still to fix.
- Diagnosis-led creative across ads, social and email (symptom, assessment, findings, options), a monthly local SEO programme, and a branded local website now in development.
Then we corrected our own report.
The campaigns are live. An early report linked advertising calls to completed jobs and suggested the ads were paying for themselves. When we checked dates and job status, the links did not hold: one job had been completed before the advertising call, and the other had been cancelled.
We withdrew that return figure, and the budget decision waited for evidence that could survive the same test. Reports now keep platform conversions, matched calls and completed jobs in separate columns and say which of them they can prove. The branded website moves to a controlled test only with the owner's approval.
When the ad report and the job system disagree, join them before buying more leads.
Match each call to the job it became, check the date and the status, and then decide the budget.
Local service marketing · Analytics and attribution · Book a strategy conversation