-67% CPL improvment in 45 days
How Mickson Growth cut Top Tier Plumbing’s CPL by 67% in 45 days
Overview
Top Tier Plumbing & Rooter is one of the largest plumbing companies serving San Bernardino and Riverside, CA. With dozens of technicians and trucks on the road, they were already a household name — but their online marketing wasn’t matching their reputation.
They needed a way to lower advertising costs, increase job calls, and finally get real visibility into what was driving leads.
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The problem
Before partnering with Mickson Growth, Top Tier’s previous PPC agency was missing the mark.
- Their campaigns lacked city-level targeting
- No conversion tracking was in place
- Ad copy and landing pages were identical across every market
The result: a $560 cost per lead (CPL) and wasted spend on unqualified clicks. Growth had stalled despite a large monthly ad budget.
The solution
Here’s what we did:
- Created new PPC landing pages for each city served
- Integrated full call-tracking and conversion analytics
- Rewrote ad copy around localized keywords
- Optimized form layouts and mobile performance
This approach gave Top Tier a cleaner, data-driven funnel that focused ad spend only where it produced real jobs.
The result
In just 45 days, performance completely shifted.
- CPL dropped from $560 → $185
- Lead volume increased by 2.5×
- Call tracking revealed which cities produced the highest ROI
By combining smart targeting, better tracking, and localized campaign builds, Mickson Growth turned Top Tier’s paid strategy into a predictable growth engine that keeps the phones ringing every single day.