Every booked job, traced back to the exact ad.
Modern Plumbing Group is a plumbing business running both emergency and planned work. We run their Google Ads and the attribution underneath it.
Modern Plumbing Group: phone calls and ServiceM8 jobs joined to the ad account.
The attribution spine was built first. Phone-call tracking and ServiceM8 job records are joined back to the ad account, so campaigns are matched to real calls, real jobs and real job value. In one 30-day validation window, 65 tracked calls and 160 jobs flowed through that pipeline and reconciled.
Google Ads is then run against booked jobs and job value rather than click-through rate, with suburb-level intent capture and emergency work kept separate from planned work.
All of it reports into a private client dashboard showing spend, calls, jobs and cost per booked job in one view, updated continuously rather than at the end of a reporting month.
Other trade businesses now ask for this engagement pattern by name.
The engagement.
Google Ads, run to jobs
Campaigns optimised against booked jobs and job value, not click-through rate. Suburb-level intent capture for emergency and planned work.
Calls + ServiceM8 joined
Phone-call tracking and ServiceM8 job records reconciled to campaigns: in one 30-day validation window, 65 tracked calls and 160 jobs flowed through the pipeline.
A live single view
A private client dashboard showing spend, calls, jobs and cost per booked job in one place, updated continuously.
Calls and jobs reconciled in one 30-day validation window
Ad spend measured against booked work, not clicks
The engagement pattern other trade businesses now ask for by name
Modern Plumbing Group, the crew and the callout, on camera.
What did 121 Group do for Modern Plumbing Group?
121 Group ran Google Ads for Modern Plumbing Group.
What industry is this trade and professional services case study in?
Modern Plumbing Group operates in trade and professional services. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach trade and professional services marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Know your cost per click but not your cost per job?
Thirty-minute call. We'll review your channels, your tracking and your numbers, and tell you what we'd do differently.
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