Section 1 — Campaign Overview
Google Ads Performance at a Glance
All keyword match types · June 1–26, 2026 · USD
Total Spend
$376.59
Across 30 active keywords over 26 days
Conversions
15
$25.11 / conv.
Total Clicks
72
Avg. CPC: $5.23
Impressions
2,449
CTR: 2.94%
Conversion Rate By clicks
20.83%
15 conversions from 72 clicks. Strong signal — 1 in 5 people who clicked converted. Industry benchmark for local plumbing is typically 8–15%.
Above Benchmark
Click-Through Rate Overall
2.94%
Average CTR across all keywords. Most zero-spend keywords are dragging this number down. Core converting keywords average significantly higher.
Room to Improve
Cost Per Lead Paid search
$25.11
Strong CPL for the plumbing vertical. Industry average ranges $35–$80 per lead depending on market and service type. At current rates this is highly efficient.
Efficient Spend
Section 2 — Keyword Performance
Search Keyword Report
30 active keywords · Broad match · All eligible keywords shown
Converting Keywords 3 of 30 drove all 15 conversions
| Keyword |
Clicks |
Impr. |
CTR |
Avg. CPC |
Cost |
Conv. |
Conv. Rate |
Cost/Conv. |
|
Northeast Plumbing & Mechanical
Top
|
29 |
73 |
39.73% |
$6.10 |
$176.84 |
10 |
34.48% |
$17.68 |
|
Residential plumbing services
Top
|
12 |
419 |
2.86% |
$7.21 |
$86.57 |
4 |
33.33% |
$21.64 |
|
Water heater repair Cleveland
|
5 |
161 |
3.11% |
$8.54 |
$42.68 |
1 |
20.00% |
$42.68 |
Active Keywords — Clicks, No Conversions 10 keywords · $71.18 spend
| Keyword |
Clicks |
Impr. |
CTR |
Avg. CPC |
Cost |
Conv. |
Status |
| Garbage disposal repair High CTR |
7 | 56 | 12.50% | $0.63 | $4.44 | 0 |
Eligible |
| Bathroom plumbing repair |
5 | 231 | 2.16% | $0.58 | $2.89 | 0 |
Eligible |
| Local plumbers near me |
4 | 306 | 1.31% | $4.40 | $17.58 | 0 |
Eligible |
| Hot water tank install |
2 | 107 | 1.87% | $5.15 | $10.30 | 0 |
Eligible |
| Rooter service near me |
2 | 62 | 3.23% | $3.07 | $6.14 | 0 |
Eligible |
| 24/7 emergency plumbing |
2 | 176 | 1.14% | $12.87 | $25.74 | 0 |
Eligible |
| Clogged drain repair |
1 | 125 | 0.80% | $0.39 | $0.39 | 0 |
Eligible |
| Pipe leak repair |
1 | 165 | 0.61% | $0.75 | $0.75 | 0 |
Eligible |
| Affordable plumbers Cleveland |
1 | 82 | 1.22% | $1.18 | $1.18 | 0 |
Eligible |
| Plumber Cleveland OH Limited |
1 | 141 | 0.71% | $1.09 | $1.09 | 0 |
Low Quality |
Zero-Click Keywords 17 keywords · getting impressions, no clicks
| Keyword |
Clicks |
Impr. |
CTR |
Avg. CPC |
Cost |
Status |
| Plumbing inspection Cleveland | 0 | 71 | 0.00% | — | $0.00 | Eligible |
| Residential plumbing services | 0 | 419 | 0.00% | — | $0.00 | Eligible |
| Sewer line repair | 0 | 36 | 0.00% | — | $0.00 | Eligible |
| Sump pump service Cleveland | 0 | 44 | 0.00% | — | $0.00 | Eligible |
| Kitchen sink installation | 0 | 49 | 0.00% | — | $0.00 | Eligible |
| Gas line installation | 0 | 37 | 0.00% | — | $0.00 | Eligible |
| Boiler installation Ohio | 0 | 33 | 0.00% | — | $0.00 | Eligible |
| Trenchless sewer repair | 0 | 26 | 0.00% | — | $0.00 | Eligible |
| Backflow testing Cleveland | 0 | 29 | 0.00% | — | $0.00 | Eligible |
| Hydro jetting services | 0 | 12 | 0.00% | — | $0.00 | Eligible |
| Commercial plumbing Cleveland | 0 | 1 | 0.00% | — | $0.00 | Eligible |
| Flooded basement cleanup | 0 | 7 | 0.00% | — | $0.00 | Eligible |
| Faucet replacement Euclid Issue | 0 | 0 | — | — | $0.00 | Rarely Served |
| Toilet repair Lakewood | 0 | 0 | — | — | $0.00 | Eligible |
| Drain cleaning Euclid | 0 | 0 | — | — | $0.00 | Eligible |
| Basement waterproofing Avon | 0 | 0 | — | — | $0.00 | Eligible |
| Tankless water heaters OH | 0 | 0 | — | — | $0.00 | Eligible |
Conversions by Keyword Top 3 drove all 15
Section 3 — Google Verified Leads (LSA)
Local Services Ads — Lead Inbox
11 verified leads received · June 1–26, 2026 · All phone calls · Direct business intent
Total LSA Leads
11
Google Verified phone calls
Not Charged
7
Reviewed by Google — not billed
Lead Detail — All 11 Verified Leads June 1–26, 2026
| Contact |
Search Type |
Service Area |
Lead Type |
Charge Status |
Lead Received |
Last Activity |
| Virginia |
Direct Business |
Lakewood |
Phone Call |
Charged |
Jun 18, 2026 |
Jun 26, 2026 |
| (614) 205-1721 |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 24, 2026 |
Jun 25, 2026 |
| (216) 308-1039 |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 23, 2026 |
Jun 23, 2026 |
| (440) 610-1611 |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 22, 2026 |
Jun 23, 2026 |
| (Unknown caller) |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 17, 2026 |
Jun 19, 2026 |
| (440) 666-5362 |
Direct Business |
Bay Village |
Phone Call |
Charged |
Jun 17, 2026 |
Jun 18, 2026 |
| (216) 414-5270 |
Direct Business |
Parma |
Phone Call |
Credited |
Jun 16, 2026 |
Jun 17, 2026 |
| (216) 931-6988 |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 17, 2026 |
Jun 17, 2026 |
| Current Customer (branded search) |
Direct Business |
Lakewood |
Phone Call |
Charged |
Jun 8, 2026 |
Jun 9, 2026 |
| (330) 671-8171 |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 1, 2026 |
Jun 1, 2026 |
| (216) 870-9196 |
Direct Business |
Lakewood |
Phone Call |
Not Charged |
Jun 1, 2026 |
Jun 1, 2026 |
Lead Charge Breakdown
Note on "Not Charged": Google's LSA system automatically reviews lead quality. Not-charged leads were determined by Google to be non-qualifying calls (wrong number, existing customer, spam, etc.) and are not billed.
Section 4 — Analysis & Insights
What the Data Shows
Combined paid search + LSA performance analysis
✅
Branded Search Is Your Strongest Asset
The "Northeast Plumbing & Mechanical" keyword drove 29 clicks, 10 conversions, and $176.84 spend — a 34% conversion rate and $17.68 cost per conversion. This is exceptional. It means the brand is being searched directly, indicating strong word-of-mouth or repeat intent.
✅
Cost Per Lead Is Well Below Industry Average
At $25.11 per conversion, you're paying significantly below the plumbing industry norm of $35–$80 per lead. The overall 20.83% conversion rate from clicks is also well above typical 8–15% benchmarks for home services.
⚠️
27 of 30 Keywords Generated Zero Conversions
Only 3 keywords drove all 15 conversions. The remaining 27 keywords spent $71.18 combined with no measurable return. Several have low impression share, suggesting ad quality or bid issues that need attention before increasing budget.
⚠️
"Plumber Cleveland OH" Flagged as Low Quality
This high-intent keyword has a Limited status due to low quality score. This means your landing page relevance or ad copy doesn't match the keyword well enough. Improving the ad copy or landing page for this term could unlock significant volume.
💡
LSA Leads Heavily Concentrated in Lakewood
9 of 11 LSA leads came from Lakewood — which makes sense as a primary service area, but Bay Village, Rocky River, Westlake, and Parma are underrepresented. Expanding LSA geographic targeting or reviewing which areas are enabled could increase lead volume.
💡
Emergency Plumbing Has High CPC, No Conversions Yet
"24/7 emergency plumbing" shows 2 clicks at $12.87 avg. CPC — the highest in the account — with no conversions. Emergency keywords command premium CPCs. This term needs dedicated ad copy and a landing page built around urgency to convert at this price point.
📊
Garbage Disposal Has 12.5% CTR — Underused
"Garbage disposal repair" shows a 12.5% click-through rate — the highest CTR among non-branded keywords — but only 7 clicks and zero conversions. The ad is compelling, but either the landing page or offer isn't closing. This keyword has room to scale if the conversion path is fixed.
📊
LSA Credit Rate Is Normal
1 of 11 leads (9%) received a credit — this is within the normal range for LSA accounts. Google automatically reviews disputed leads. The 3 charged leads represent billable, qualified contacts directly from the Local Services Ads program.
Section 5 — Recommendations
Action Items for Next Period
Priority recommendations based on June 1–26 performance data
1
Fix "Plumber Cleveland OH" Quality Score
This keyword is limited due to low quality score. Update the ad copy to include "Cleveland" and "plumber" prominently in both headlines. Ensure the destination landing page includes those terms in the H1, title tag, and body. A quality score improvement here could significantly increase impression share for one of the most commercially valuable terms in the account.
2
Build a Dedicated Emergency Plumbing Landing Page
The "24/7 emergency plumbing" keyword has the highest CPC in the account ($12.87) and is currently sending traffic to a generic page. At that cost per click, the landing page needs to be purpose-built: above-fold phone number, urgency-first headline, social proof, and a fast-loading form. A dedicated page should improve quality score and conversion rate simultaneously.
3
Pause or Restructure Zero-Impression Keywords
Keywords like "Tankless water heaters OH," "Faucet replacement Euclid," "Basement waterproofing Avon," and "Drain cleaning Euclid" received zero impressions over 26 days. These are either too narrow, too low-bid, or not served due to match conflicts. Either raise bids, broaden match, or pause and reallocate budget to converting terms.
4
Increase Budget on "Residential Plumbing Services"
This keyword generated 4 conversions at $21.64 each — the best CPL in the non-branded set — and has 419 impressions indicating strong search volume. Current spend of $86.57 likely has headroom. Increasing the bid or daily budget allocation for this keyword specifically could multiply its output without increasing overall CPL.
5
Investigate Garbage Disposal Conversion Path
"Garbage disposal repair" has a 12.5% CTR — the highest non-branded click rate — but zero conversions from 7 clicks. Something is breaking between the ad and the conversion. Check: does the landing page match the ad's promise? Is there a clear CTA above the fold? Is the phone number visible immediately? This keyword is worth saving before pausing it.
6
Expand LSA Geographic Coverage
82% of LSA leads came from Lakewood. Review your LSA settings to confirm Bay Village, Rocky River, Westlake, Strongsville, and Parma are fully enabled as service areas. If they are enabled and not generating leads, consider whether your LSA profile photos, reviews, and response time are competitive enough to rank in those markets.
