Running Google Ads for plumbing services usually means relying on Search campaigns — people search, click, and call. But in one recent campaign for a local plumbing business in Belgium, Performance Max (PMax) campaigns surprised us by outperforming Search Ads.
Client Overview
- Business: Local plumbing service in Belgium
- Goal: Increase calls and form submissions
- Challenge: Scale leads without increasing cost per lead
The client wanted more consistent leads while keeping ad spend under control. Typically, Search campaigns are the most reliable for plumbing, but we decided to test PMax alongside Search to explore additional opportunities.
Challenges
The campaign faced several hurdles:
- Low-quality leads from broad targeting
- Low conversion rates despite ad clicks
- High cost-per-click (CPC) due to local competition
- Wasted budget on irrelevant clicks
- Need to scale leads efficiently without increasing cost
Our Approach
We ran Performance Max in combination with Search campaigns to maximize reach while maintaining lead quality.
Key strategies included:
1. Search Campaigns for High-Intent Traffic
- Captured users actively searching for plumbing services
- Focused on terms like “emergency plumber [city]” or “pipe repair near me”
- Ensured high conversion potential by targeting the right locations and devices
2. Performance Max for Additional Opportunities
- Reached users across multiple Google channels: Display, YouTube, Gmail, and Discovery
- Used high-quality assets: headlines, descriptions, images, and videos
- Tested PMax as a supporting campaign, not a replacement for Search Ads
3. Optimization & Testing
- Monitored campaign performance daily
- Adjusted bids by location, device, and time of day
- Added negative keywords to block irrelevant traffic
- A/B tested multiple ad copies and creatives
Key Takeaways
- PMax can work if set up correctly
- Proper inputs, assets, and targeting are essential for success.
- Always run PMax alongside Search campaigns
- Search captures high-intent leads, PMax uncovers additional opportunities.
- PMax is not a replacement for Search Ads
- It should complement your existing campaigns, not replace them.
- Test results vary
- In tests across 11 accounts this year, PMax failed in most cases.
- In this plumbing account, it outperformed Search Ads.
Recommendation for Plumbing & Lead Generation Businesses
For businesses that rely on lead generation:
- Let Search campaigns handle high-intent traffic
- Use PMax to expand reach and explore new audiences
- Monitor, optimize, and scale what works
When combined strategically, Search + Performance Max can maximize leads without significantly increasing cost-per-lead.
Performance Max campaigns aren’t a guaranteed solution, but with the right setup and testing, they can uncover hidden opportunities — even in niches like plumbing where Search campaigns usually dominate.
Ranklee helps service-based businesses identify the right Google Ads strategies to increase leads, reduce wasted spend, and scale efficiently.