A localized display, search, and Performance Max campaign that brought lead costs down to their lowest point since the relationship began.
Bergsma Plumbing had worked with another agency before MPP, but results weren't where they needed to be. Bergsma wasn't looking for someone to run isolated campaigns, they needed a partner to manage the whole of their account: strategy, execution, and everything in between, across the Grand Rapids market they serve directly.
MPP was tasked with scaling qualified service calls while lowering the cost to acquire each one.
High-impact, geo-targeted display creative built around promotional offers and specific service needs, like drain clearing, drove strong engagement across the Grand Rapids market.
MPP introduced Google Performance Max to the mix, layering automated, cross-network reach on top of the existing search and display presence. After an initial learning period, Performance Max began delivering significantly more leads than standard search, at a fraction of the cost per lead.
MPP also tested search advertising specifically for water restoration, a service beyond Bergsma's core plumbing work, to gauge demand outside the primary campaign.
Local intent, creative built for service urgency, and Performance Max's reach across a wider mix of Google's network combined to bring in more leads at a lower cost. That's Hi-5 in practice: finding where the audience already has intent and building the channel mix around it, not the other way around.
The water restoration test pointed to another service line worth a dedicated budget going forward.
