Case study · TopTier Plumbing & Heating
How a well-executed marketing strategy generated record annual revenue.
Bowrand transformed TopTier Plumbing & Heating's online presence with strategic SEO, website design and Google Ads, taking annual revenue from $800K to a record $1M.
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- Canada
- USA
- Europe
- New Zealand
- Australia
The results
$1M
record annual revenue in 2024, up from $800K in 2023116%
increase in organic traffic8 trucks
in the field every day as the 8th technician joins, up from twoClient overview
Great service, buried online.
TopTier Plumbing & Heating is a locally owned and managed company, offering professional plumbing and heating services for both residential and commercial buildings. Despite having a strong foundation in service delivery, TopTier struggled with poor visibility online, an outdated website and limited lead generation.
They approached Bowrand with a clear goal: generate more qualified leads and revenue through a strategic marketing overhaul.
- Locally owned and managed
- Residential and commercial plumbing and heating
- The goal: more qualified leads and more revenue
The challenge
Three leaks between the search and the service call.
Poor SEO foundations
Rankings were buried deep in Google, and the site architecture lacked optimization.
Ineffective paid ads
Campaigns were not generating the desired volume of service calls.
Low conversion rates
The website experience failed to convert visitors into inquiries or bookings.
Our solution
The Bowrand Method, across every growth lever.
We put The Bowrand Method to work in full, combining strategic thinking with tactical execution across every major growth lever.
Search engine optimization (SEO).
A keyword strategy built on the searches people make when they need a plumber.
- Rebuilt the keyword strategy based on service-specific, high-intent searches.
- Restructured site content and metadata to align with Google's best practices.
- Developed rich content clusters around TopTier's key plumbing and heating service areas.
- Optimized the Google Business Profile to grow in local maps rankings.
Conversion rate optimization (CRO).
A website designed to turn visits into phone calls.
- Redesigned the website user experience for clarity, trust and phone call generation.
- Simplified navigation, highlighted monthly promotions and added service pages to showcase the true scope of services TopTier can provide.
- Added trust triggers like testimonials, credentials, and industry expertise and knowledge.
Advertising overhaul.
Google Ads rebuilt around people who need help now.
- Launched high-converting Google Ads campaigns focused on generating leads from users looking for urgent service.
- Shifted from generic ads to service-centred, resonant messaging backed by strong calls to action.
- Segmented campaigns to ensure highly accurate targeting.
The results
A record-breaking year.
In 2024, TopTier Plumbing & Heating had a record-breaking year, experiencing dramatic improvements.
Record annual revenue
From $800K in 2023 to a record of $1M in 2024, and on pace to break that record in 2025.
Top Google rankings
Top rankings for multiple keywords, including its two most valuable local plumbing searches. Many more keywords have also seen significant improvement.
Team growth
TopTier was a 3-person team when they signed on with Bowrand and only had two trucks in the field each day. Now, they are hiring their 8th technician and will have 8 trucks operating in the field every day.
Conversion uplift
Website phone calls increased significantly.
Local maps ranking increase
Local maps presence grew from nearly non-existent to dominating the company's core service territory.
Ad efficiency
Over the last 6 months, the search ad cost per lead decreased while lead quality improved.
Ad efficiency over the last 6 months.
7%
lower cost per acquisition on search ads25
conversionsTraffic surge: organic searches.
1,491
organic searches in 20233,225
organic searches in 2024116%
increase in organic traffic-
Referring domains and average organic traffic over time.
We have seen a noticeable change in how many calls we are getting through Google. It's really nice to have a marketing team who is on top of our online presence and giving us peace of mind. We are very satisfied with the service.
Conclusion
Ready to grow, with a partner to match.
The growth of TopTier Plumbing & Heating illustrates what happens when a small company is ready to grow and meets a marketing company that can provide expert strategy and execute it flawlessly. By refining the targeting strategy, optimizing Google Ads campaigns, developing the website and providing ongoing strategic leadership, Bowrand helped set TopTier on the path to consistent, sustainable growth.
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Services
What we did
- Search & AI visibility SEO Rank higher and win organic demand
- Search & AI visibility Local SEO Own the map pack in every market you serve
- Websites & apps Conversion optimization More leads from the traffic you already have
- Websites & apps Website design Conversion-first sites, built to rank
- Paid media Google Ads Search, Performance Max and YouTube
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