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Apex Plumbing: 94% of leads now become bookings.

How a London emergency plumber stopped losing calls to competitors — with Local Services Ads, call tracking and an AI voice agent that never sleeps.

Google Ads · Voice agents

— 01 · The challenge

Paying for calls nobody answered.

Apex Plumbing ran Google Ads for emergency jobs across London, but many calls came in at night or while engineers were on jobs. Missed calls simply rang the next plumber on the page — only 38% of leads turned into bookings.

They also had no way to tell which campaigns and keywords produced calls, so budget decisions were guesswork.

— 02 · Our approach

Win the call, then answer it.

Step 01

Local Services Ads

Set up and verified Local Services Ads so Apex appeared at the very top of emergency searches, paying per lead rather than per click.

Step 02

Call-focused Search campaigns

Rebuilt Search campaigns by borough and job type, with call assets and ad schedules matched to engineer availability.

Step 03

Call tracking as conversions

Tracked calls by keyword and campaign, counting calls over 60 seconds as conversions so bidding optimised for real enquiries.

Step 04

AI voice agent for missed calls

Deployed a voice agent that answers out-of-hours and overflow calls, qualifies the job and books it straight into the calendar.

— 03 · The results

No more lost emergency jobs.

Measured over 6 months, in the client’s own ad accounts and CRM.

★★★★★

“

The voice agent qualifies leads and handles objections at 2am. Our close rate went up 40% because we’re only talking to warm leads.

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