Urban Plumbing Co.
$220K Revenue at $22 CPL: Urban Plumbing's Maintenance Revolution
“We used to just wait for emergency calls and hope for the best. Now we have steady monthly revenue from maintenance contracts and planned renovations, all from Meta Ads. The seasonal campaigns for water heater replacements and bathroom remodels turned one-time emergency customers into recurring clients. Our revenue is more predictable than it's ever been.”
Robert Garcia
Key Metrics
$220K
Revenue generated
$22
Cost per lead
Without Dancing Chicken
Revenue depended entirely on emergency calls, which were unpredictable and left the team idle during slow periods
No strategy for generating planned renovation or maintenance work, which carries higher margins than emergency repairs
Homeowners only thought about plumbing when something broke, making proactive demand generation extremely difficult
With Dancing Chicken
We built seasonal campaigns promoting water heater replacements before winter and bathroom remodels during spring renovation season. The messaging reframed plumbing maintenance as a cost-saving investment: "fix it before it breaks" resonated with homeowners who'd been burned by emergency repair bills. Maintenance plan campaigns targeted past emergency customers, converting one-time calls into recurring revenue. That shift from reactive to proactive completely stabilized cash flow.
