Concept · Google Ads and landing page
Northfield Plumbing: Google Ads Concept
A Google Ads and landing page plan for a fictional GTA plumbing company, built to win urgent “near me” searches and turn them into phone calls.
Project overview
Northfield Plumbing is a concept Google Ads campaign and landing page for an imagined plumbing business serving Toronto and the GTA. It shows how we structure search campaigns around urgent, high-intent keywords and pair them with a fast, call-first landing page.
The brief we set ourselves
Capture emergency searches such as “emergency plumber near me” across the GTA, make calling the business the easiest action on any phone, and track every call so budget goes to the keywords that bring real jobs.
Concept project: self-initiated work for a fictional brand, created to show our strategy and design approach. It is not client work and shows no client results.
At a glance
- Type
- Concept project
- Industry
- Home services (plumbing)
- Area
- Toronto and the GTA
- Channels
- Google Search, call assets, landing page
What we planned and designed
The core pieces of this concept.
Campaign structure
Separate campaigns for emergency, drain, water heater and renovation services.
Keyword plan
High-intent "near me" and emergency keywords plus strong negative lists.
Call-first ads
Responsive search ads with call assets, location and 24/7 messaging.
Landing page
A fast mobile page with a sticky call button, service areas and trust badges.
Call tracking
Tracking numbers and call conversions so every lead is measured.
Ad scheduling
Bids weighted toward evenings and weekends when emergencies happen.
Our approach
How we developed the concept.
Research
Mapped urgent search intent across GTA cities.
Structure
Built the campaign, ad group and keyword plan.
Design
Designed the call-first landing page.
Measure
Planned call tracking and weekly optimisation.
Key decisions
- Call button always visible on mobile, because urgent customers call rather than fill in forms.
- Service-area pages for each GTA city to improve ad relevance.
- Negative keywords such as jobs, courses and DIY to block wasted clicks.
What we would measure
The KPIs we would track if this were a live campaign.
- Cost per call
- Call conversion rate
- Search impression share
- Booked jobs
- Return on ad spend
Services used
Need more calls from Google?
Call +1 647-739-1798 or email info@angelesmarketing.ca.