Assett Plumbing: Website SEO and Paid Ads

Assett Plumbing is a local plumbing business based in Thrapston Northamptonshire offering plumbing services across the county, their main focus is boiler servicing in Northampton, Wellingborough and Kettering areas, but extends to emergency plumbing, boiler upgrades and landlord gas safety checks.

Wanting to keep local and increase their business, Assett Plumbing asked Wiser IT to look at their website, SEO and Paid Ads that had been run by a large agency, as they were not happy they were getting the performance for the cost they were being charged.

Our plan to increase traffic was split into:

• Correct and improve SEO on the site targeting local plumbing (including building offsite backlinks & local citations)
• Build a solid paid ad strategy to accelerate growth quickly

Initial work started on fixing all SEO issues on the website and adding landing pages, information and blog posts relating to the local towns and the specific plumbing services that Assett were keen to do more of, and that which drives their revenue best.

Included with the SEO work, we added Google Tag manager with some bespoke code to adjust the local phone number on the site when town-specific pages were visited, to make the site appear more local to individuals using it, as we saw that most people were searching for local plumbing services, not for national companies.

Once the initial SEO work was done, we then identified that the paid ads were targeting the brand name “Assett Plumbing”, which they already ranked organically for, rather than targeting the locations they serve and the plumbing services that they offer.

We built a set of Google and Bing Ads to compete with plumbing firms in each of the areas in which Assett Plumbing operate, targeting keywords that would drive the best ROI for the company.

Organic users took several months to begin to increase, but this happened in line with the Google and Bing Ads being enabled generating a very healthy upwards trajectory of users, phone calls and work for Assett Plumbing, hitting its peak in the winter of 2022, and despite the cost of living gripping the nation at exactly this time Assett Plumbing’s phone continued to ring.

Assett Plumbing Website Users