The Client
A trusted local name — invisible online.
Bolivar Plumbing Heating & Air Conditioning is a full-service PHAC company serving Bolivar, Missouri — a rural market of about 12,000 people. Despite a strong local reputation built over many years, they had zero digital advertising presence when they came to 417 Marketing.
No Google Ads. No Local Services Ads. No display campaigns. All new business came through word of mouth and repeat customers. They were leaving a significant amount of high-intent search traffic on the table — customers actively searching for plumbing and HVAC services who simply couldn’t find them.
No digital advertising presence — competitors were capturing all high-intent search traffic in the area
Rural market constraints — Bolivar’s smaller population meant campaigns needed to be highly targeted and cost-efficient
No website — before ads could run, a foundation needed to be built from scratch
100% word-of-mouth reliance — growth was capped by referral volume alone
The Approach
Build the foundation. Then turn on the tap.
Before a dollar of ad spend could work, Bolivar PHAC needed a proper digital presence. We built the website first, then launched a two-channel advertising strategy designed to capture demand at two different stages — high-intent leads now, and brand awareness for the long term.
01
New Website
Built a new website in September 2025 — fast, mobile-first, and optimized to convert visitors into calls and form submissions.
02
Local Services Ads Launch
Launched LSAs in October 2025 targeting high-intent searches for plumbing and HVAC services in the Bolivar area. LSAs place Bolivar PHAC at the very top of Google — above regular search ads — with Google’s verification badge building instant trust.
03
Display Awareness Campaign
Alongside LSAs, display campaigns built brand visibility across the Bolivar region at a very low cost. The goal: keep Bolivar PHAC top of mind for homeowners who aren’t searching right now but will be.
04
Continuous Optimization
Month-over-month bid management and performance monitoring kept cost per lead consistent and impression share at the top — above 99% every single month since launch.
The Results
185 leads. 4 months. $31 average cost per lead.
From a standing start with no digital presence to a fully operational lead generation machine — in just four months. Every month since launch, Bolivar PHAC has held a 99%+ Top Impression Rate on Local Services Ads, meaning they appear at the very top of Google for PHAC searches in their market virtually every time.
Display Campaign Results — Oct 2025 – Jan 2026
In addition to LSAs, display campaigns ran across the region building brand visibility at a fraction of the cost of traditional advertising.
273,839
Impressions
2,900
Clicks
$0.36
Avg. Cost Per Click
$1,040
Impressions
185
Total qualified leads generated through Local Services Ads from October 2025 through January 2026.
$31
Consistent cost per lead across all four months — well below industry averages for HVAC and plumbing.
99%+
Bolivar PHAC appeared at the top of Google for PHAC searches in their market every month since launch.
$6.9K
Combined LSA and display spend across all four months — highly efficient for the volume of leads generated.
| Metric | Oct 2025 | Nov 2025 | Dec 2025 | Jan 2026 |
|---|---|---|---|---|
| LSA Leads | 52 | 50 | 40 | 43 |
| LSA Spend | $1,625 | $1,629 | $1,315 | $1,290 |
| Cost Per Lead | $31.26 | $32.57 | $32.88 | $29.99 |
| Top Impr. Rate | 98.8% | 99.7% | 99.2% | 99.3% |
| Impressions | 1,239 | 1,389 | 1,324 | 932 |
Project Conclusion
Word of mouth is powerful. Digital makes it scalable.
Bolivar PHAC proved that even in a small rural market, the right digital strategy delivers outsized results. The combination of a high-intent capture channel (LSAs) and a low-cost brand awareness layer (display) gave them full-funnel coverage from day one.
The results weren’t the product of a big budget — $6.9K in total spend across four months is remarkably lean for 185 qualified leads. They were the product of targeting the right people, in the right place, at the right time.
185 LSA leads generated in the first 4 months of advertising
$31 average cost per lead — consistent across every month
99%+ Top Impression Rate maintained every month since launch
273,839 display impressions at just $0.36 per click
From zero digital presence to full-funnel coverage in under 60 days
Services Provided
Web Design & Development
Google Local Services Ads
Display Advertising
Campaign Period
October 2025 – January 2026
Market
Bolivar, Missouri
Rural market · Population ~12,000
Work With Us
Ready to put your business in front of customers who are already looking?
Let’s talk about what Local Services Ads and display advertising could do for your business.