From 212 calls to 1,342 per year.
533% growth on Google LSA.
Speedy Rooter Plumbing has been running Local Services Ads since mid-2020. Over five years, they went from a modest launch to generating over 1,150 verified leads annually, while spending less in 2025 than they did in 2024 and getting better results.
Google Local Services Ads appear above everything else in search, including paid ads and the map pack. Businesses only pay when a verified customer calls. For a plumbing company competing for urgent, high-intent searches, this is one of the most direct lead channels available.
About Speedy Rooter Plumbing
Speedy Rooter handles the kind of plumbing jobs that customers cannot put off. Clogged drains, burst pipes, sewer backups, water heater issues. People search for help when something is already wrong, and they want someone who can get there fast. That urgency makes Google Local Services Ads a strong fit, because it puts Speedy Rooter at the very top of search results at exactly that moment.
The account was created by the client in mid-2020 and brought under Real Time Marketing's management. What followed was five years of steady, compounding growth.
Competing for customers who need help right now
Plumbing is one of the most competitive categories in local service advertising. Every market has dozens of plumbers competing for the same urgent searches, and customers rarely spend much time comparing options when they have water on their floor. Whoever shows up first, looks trustworthy, and has good reviews gets the call.
Unlike HVAC, plumbing demand does not follow a strong seasonal pattern. Pipes burst in winter. Drains clog year-round. Sewer issues do not wait for summer. This means a well-managed plumbing LSA campaign should deliver consistent call volume every month, not just peak season spikes. Getting that year-round consistency right is a core part of what we worked on with Speedy Rooter.
Five years of growth, and getting more efficient
Speedy Rooter's LSA campaign grew calls every single year from 2020 through 2025. But the most interesting number in the data is not the raw growth. It is what happened in 2025: they spent less money than in 2024, generated more calls, and the cost per lead actually dropped.
In 2024, Speedy Rooter spent $35,905 and generated 1,282 calls at $32.17 per lead. In 2025, they spent $33,464 and generated 1,342 calls at $28.90 per lead. Lower spend, more calls, lower CPL in the same year. That is what a mature, well-optimized LSA account looks like.
What happened each year
Partial year starting in August. The client set up the account themselves, and the campaign runs for five months before year end. Call volume is modest but the cost per lead of $13.29 is remarkably low, reflecting early-market pricing before competition for the account built up.
First full year more than triples call volume. Google's algorithm has now learned the account and calls ramp up fast. Monthly totals range from 30 to 83 calls. Budget is still modest at $9,571 but the CPL stays low at $17.22.
Growth continues, but July 2022 brings only 12 calls, compared to 46 in July 2021 and 106 in July 2023. This kind of mid-summer dip usually points to a budget pause or account status problem. The campaign recovers strongly in December with 132 calls, the monthly high for the year.
Calls break 1,000 for the first time. The campaign fires on all cylinders, with solid performance across every quarter. Budget jumps to $27,205 as the data justifies the investment. November and December each deliver over 130 calls, a sign the campaign is no longer seasonal.
Another strong year, though April stands out with only 11 calls compared to 165 in January and 121 in May. That kind of single-month dip often traces back to a budget exhaustion or account issue. The rest of the year performs well, and leads charged cross 1,100 for the first time.
The standout year. Growth in call volume is modest at 5%, but the campaign spent $2,400 less than 2024 and still produced more calls. CPL fell from $32.17 to $28.90. Monthly performance ranges from 73 to 138 calls with no month dropping below 70. This is what a mature, optimized account looks like.
Plumbing runs all year
One of the clearest differences between plumbing and HVAC LSA is seasonality. In 2025, Speedy Rooter's monthly call volume stayed remarkably consistent.
Lowest month: 73 calls (November). Highest: 138 (August). A 1.9x spread, compared to 5x or more for many HVAC campaigns.
Better results with less spend in 2025
Speedy Rooter's budget grew every year from 2020 through 2024, from $2,483 in a partial launch year to a peak of $35,905. But 2025 tells the most interesting part of the story: spending came down by $2,400 and results went up.
| Year | Total Calls | Call Growth | Leads Charged | Lead Growth | Budget | Cost Per Lead | Impressions |
|---|---|---|---|---|---|---|---|
| 2020* | 212 | Start | 176 | Start | $2,483 | $13.29 | 21,829 |
| 2021 | 649 | +206% | 556 | +216% | $9,571 | $17.22 | 63,185 |
| 2022 | 795 | +22% | 626 | +13% | $12,680 | $19.90 | 55,169 |
| 2023 | 1,085 | +37% | 930 | +49% | $27,205 | $29.25 | 84,057 |
| 2024 | 1,282 | +18% | 1,116 | +20% | $35,905 | $32.17 | 102,273 |
| 2025 | 1,342 | +5% | 1,158 | +4% | $33,464 | $28.90 | 86,143 |
| 2026† | 510 | N/A | 459 | N/A | $12,411 | $27.04 | 29,779 |
| * 2020 partial year, August through December. † 2026 data through May only. Total growth 2021 to 2025: Calls +533%, Leads +558%, Budget +1,247.7%. CAGR: Calls +44.7%/yr, Leads +45.8%/yr, Impressions +31.6%/yr. | |||||||
Plumbing LSA cost per lead typically runs between $60 and $120 in competitive markets. Speedy Rooter's 2025 CPL of $28.90 is well below that range, and 2026 data through May shows it coming down further to $27.04. This kind of efficiency is the result of account maturity, strong reviews, consistent dispute management, and years of algorithm trust built up in the account.
Five things that actually moved the needle
Speedy Rooter's results did not come from simply having an LSA account. They came from active management over five years.
Google's LSA algorithm weights review count and rating heavily when deciding how prominently to show a business. We worked with Speedy Rooter to build a consistent post-job review process, steadily growing their review profile over the years. More reviews means more impressions, which means more calls. The effect compounds over time.
Until mid-2024, every call was monitored, and spam, wrong numbers, and out-of-area calls were disputed with Google for credits. Today, lead quality is improved through ongoing lead feedback, helping Google’s AI better identify and filter non-relevant inquiries over time, resulting in more qualified leads and greater CPL efficiency.
The July 2022 dip to 12 calls and the April 2024 dip to 11 calls are visible in the data as isolated bad months in otherwise strong years. Active campaign management means catching those problems fast and fixing them before they drag down a full quarter.
A complete LSA profile ranks better. We kept all of Speedy Rooter's service categories current, made sure business hours reflected emergency availability, and kept licensing and insurance documents up to date. These details matter to Google's ranking algorithm, and they also matter to customers deciding who to call.
One of the most underappreciated factors in LSA performance is simply time. Google's algorithm favors accounts with history: established review profiles, verified credentials, consistent dispute patterns, and sustained engagement. The 2025 efficiency gain, where Speedy Rooter spent less and got more, is directly tied to five years of accumulated account trust. A newer account cannot buy that.
Nearly 5x more people finding Speedy Rooter
LSA impressions measure how many times the listing appeared at the top of a relevant Google search. From 21,829 in a partial 2020 launch to 102,273 in 2024, the campaign grew significantly before settling at 86,143 in 2025. That slight pullback in impressions while calls stayed high signals improved targeting: fewer irrelevant searches, more qualified ones.
Five years in, the account keeps getting better
Speedy Rooter's LSA campaign went from 212 calls in a partial launch year to 1,342 in 2025, compounding at 44.7% annually. But the number that matters most is not the call volume growth. It is the 2025 CPL of $28.90, down from $32.17 the year before, achieved while spending less money and generating more calls.
That combination only happens in a mature account that has been actively managed over years. Reviews have built up. Google trusts the account. Disputes are handled consistently. All of those things take time, and none of them happen automatically.
Speedy Rooter's results also illustrate something specific to plumbing LSA: this is a year-round channel. The campaign's strongest month in 2025 was 1.9 times its weakest month. For a plumbing company, that kind of consistency is more valuable than a seasonal spike that leaves you scrambling in the off months.
If your plumbing business has an LSA account that is not producing results like this, the gap usually comes down to a few specific things that are fixable.
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Speedy Rooter went from 212 calls to 1,342 in five years, with a CPL that dropped in 2025 even as volume kept climbing. If your plumbing business is not seeing results like that from LSA, there is a reason and it is usually fixable.