KPIs For A Plumbing Pay-Per-Call Campaign: Measuring Success in the Plumbing Industry

In the digital age, marketing has become increasingly data-driven, and the plumbing industry is no exception. Plumbing businesses are constantly searching for innovative ways to connect with potential customers and generate leads. One of the most effective strategies for this purpose is pay-per-call advertising. This method allows plumbing companies to pay only when a potential customer makes a call, providing a direct and cost-effective way to acquire new clients. However, to ensure the success of a pay-per-call campaign, it’s crucial to monitor and measure the right Key Performance Indicators (KPIs). In this blog post, we’ll explore the essential KPIs for a plumbing pay-per-call campaign.

Pay-Per-Call vs. Traditional Marketing KPIs

Have you ever worked with a marketing agency and had to pay for the cost of failed ads, experimenting, optimization? If so, you know how much of your money they can waste.

What distinguishes pay-per-call KPIs from traditional marketing KPIs is the shift of responsibility and risk. In traditional marketing, businesses often need to manage various metrics such as cost per click, click-through rate, and conversion optimization. The cost of failure in these areas, even when handled by a traditional market agency, comes our of the businesses profit. OUCH.

With pay-per-call, the risk and responsibility shifts to the pay-per-call agency. The business owner doesn’t need to worry about these traditional marketing metrics, as the agency shoulders the responsibility for generating calls and ensuring their quality and the cost. This dynamic minimizes the business’s financial risk, as they only pay when a potential customer contacts them.

In essence, pay-per-call allows plumbing businesses to focus on their core competencies while relying on the expertise of pay-per-call agencies to bring in potential customers. By doing so, it streamlines the marketing process and simplifies KPI tracking, allowing businesses to stay focused on delivering high-quality plumbing services.

The KPI’s You Need To Look At When With Pay-Per-Call.

When you work with us, there’s no ad spend, learning, optimization, or waste. Our skin is in the game!

1. Call Volume

Call volume is the total number of calls generated by a campaign within a specific time frame. Tracking call volume allows you to understand the overall reach and effectiveness of your marketing efforts. By monitoring fluctuations in call volume, you can identify trends and patterns, such as peak calling hours or seasonal variations, and adjust your campaign strategy accordingly.

As a reminder; at CallConley you can pause your call flow at any time.

2. Call Duration

Call duration refers to the length of time that callers spend on the phone with your plumbing business. Surprisingly, longer is NOT always better. The longer a CSR spends on a call, the less availability they have for other calls, and subsequently the higher your cost of call answering is.

Our internal data and studies of the most successful plumbing operations in our partner network show that calls should be booked within 2 minutes. Longer durations generally indicate, poorly trained CSRs, communication issues, or low intent call volume.

3. Conversion Rate

The ultimate goal of any pay-per-call campaign is to convert potential leads into paying customers. Your conversion rate KPI tells you how successful your campaign is in achieving this goal. It’s calculated by dividing the number of converted leads by the total number of calls generated. A higher conversion rate indicates that your campaign is effectively targeting the right audience and convincing them to hire your plumbing services.

4. Cost-Per-Call (CPC)

Understanding the cost associated with each call is crucial for managing your campaign’s budget. The cost-per-call (CPC) KPI is calculated by dividing the total campaign cost by the number of calls generated. Keeping a close eye on CPC helps ensure that you are not overspending on your advertising efforts and that the campaign remains cost-effective.

5. Return on Investment (ROI)

ROI is the ultimate KPI for evaluating the overall success of your pay-per-call campaign. It takes into account both the revenue generated from the campaign and the total campaign costs. A positive ROI indicates that your campaign is generating more revenue than it costs, making it a profitable marketing strategy.

6. Customer Acquisition Cost (CAC)

Customer acquisition cost is closely related to ROI but focuses specifically on the cost of acquiring a new customer through the pay-per-call campaign. To calculate CAC, divide the total campaign cost by the number of customers acquired. Lowering your CAC while maintaining a high ROI is a sign of efficient and sustainable marketing.

7. Customer Lifetime Value (CLV)

In addition to assessing the cost of acquiring customers, it’s vital to consider the long-term value each customer brings to your business. Customer Lifetime Value (CLV) measures the total revenue a customer is expected to generate throughout their relationship with your plumbing company.

As you know, if you do a great job for a customer they’re likely to call you back directly the next time they need service. So if a caller has a $500 plumbing need initially but calls you back every 2 years for a plumbing need, they could be worth tens of thousands of dollars over the years. And then that is further exponentially increased by word of mouth!

On That Note;

a pay-per-call campaign can be a powerful tool for plumbing businesses to acquire new customers. To ensure its success, you must closely monitor and measure these key performance indicators, including customer acquisition cost. These metrics will help you optimize your campaign, manage your budget effectively, and ultimately drive growth and profitability for your plumbing business. By paying attention to these essential KPIs and making data-driven decisions, you can build a thriving plumbing company in today’s digital landscape.