Plumbing
Watson Plumbing came to us with a strong reputation on the street but almost no presence online. Here's what we found, what we changed, and what happened over the following nine months.
Watson Plumbing had been running for a decade on word of mouth and repeat customers, but their phone had gone quiet. When we audited the account, they were getting fewer than 3 inbound calls a week from any digital channel. Most of their commercial keywords sat on page 4 or further back in Google, their Google Business Profile was half filled out, and when we asked ChatGPT, Gemini and Perplexity who to call for a plumber in NYC, Watson's name never came up once. They were a real, established local business that was effectively invisible online.
We started with a full technical audit and cleaned up Core Web Vitals so pages loaded faster and ranked better. From there we built out more than 50 location based service pages covering individual boroughs and neighbourhoods, since most of Watson's customers were searching for a plumber close to them rather than a plumber in general. We ran a monthly link building programme that secured 35 placements on relevant, high authority sites, and added schema markup across the site (LocalBusiness, Service and FAQ) so Google could understand exactly what Watson does and where.
- ✓Technical SEO audit and Core Web Vitals optimisation
- ✓50+ location based service pages built at borough and neighbourhood level
- ✓Monthly link building, 35 high authority placements secured
- ✓Schema markup added across the site (LocalBusiness, Service, FAQ)
Watson's old ad account was spread thin across broad, generic keywords with no real structure. We rebuilt the campaigns around intent, putting the most budget behind emergency plumber searches since those convert fastest, and split everything else into separate campaigns for each borough so we could control spend and messaging locally. Once we had two months of clean data, we switched to automated Target ROAS bidding, which let Google's algorithm find better converting traffic without us guessing at manual bids.
- ✓Emergency plumber keywords prioritised as the highest intent, fastest converting traffic, with cost per lead cut 22% through Quality Score improvements
- ✓Campaigns split by NYC borough: Manhattan, Brooklyn, Queens, Bronx and Staten Island
- ✓Automated Target ROAS bidding switched on in month two, cutting wasted spend by roughly $1,200 a month
More and more people are asking ChatGPT, Gemini or Perplexity to recommend a local business instead of searching Google directly, and Watson didn't exist in any of those answers. We restructured key pages so the content directly answered the kinds of questions people actually ask an AI assistant (who's the best emergency plumber near me, how much does a drain repair cost in NYC, and so on), added clear, structured facts about the business that AI models can pull from reliably, and built citations and mentions across trustworthy third party sites that these models tend to reference.
Before this work, Watson Plumbing never came up when we asked ChatGPT, Gemini or Perplexity for a plumber recommendation in NYC. Six months in, all three now list Watson as a top recommendation.
We rebuilt Watson's Google Business Profile from the ground up, adding real photos, a full service list, answered Q&A and regular posts, since an incomplete profile was likely a big reason they weren't showing in the local pack. We then ran a name, address and phone number consistency audit across 60+ directories like Yelp, Angi and HomeAdvisor to clear up conflicting listings that were confusing Google. A structured review request campaign took Watson from 47 reviews to over 210 in six months, and we built 32 neighbourhood landing pages so the business had genuine local relevance, not just a single citywide page.
- ✓Full Google Business Profile rebuild: photos, services, Q&A, posts
- ✓NAP consistency audit across 60+ directories including Yelp, Angi and HomeAdvisor
- ✓Review generation campaign, from 47 reviews to 210+ in six months
- ✓32 neighbourhood landing pages built for genuine local relevance
All testimonials provided by Watson Plumbing stakeholders. Results verified via client dashboards.
| Ch. | Metric | Before | After | Growth |
|---|---|---|---|---|
| SEO | Monthly Organic Visitors | 820 | 3,520 | +329% |
| SEO | Top 10 Keyword Rankings | 8 | 67 | +738% |
| PPC | Monthly Revenue from Ads | $11K | $38.5K | +250% |
| PPC | Cost Per Lead | $68 | $56 | -18% |
| AIO | AI Visibility Score | 5/100 | 74/100 | +74pts |
| AIO | AI Platform Mentions | 0 | 3 Platforms | New |
| GEO | Avg. Local Pack Position | #24 | #2.4 | +90% |
| GEO | Google Maps Profile Views | 1,200/mo | 6,240/mo | +420% |
| GEO | Google Review Count | 47 | 210+ | +347% |