The business
D.D.V. Plumbing & Heating is a family-run firm in Killiney, south Dublin. Six people and three vans, covering Ballsbridge down the coast to Wicklow town. They fit heat pumps, gas and oil boilers and underfloor heating, and heat pumps are the part of the business they want to grow.
The job had two parts. A new website, which went live on 22 October 2026. And their Google Ads account, which they handed us on 14 October, with our new campaigns live on 22 October.
That makes this a different kind of case study. There are no results here yet, because nothing has had time to happen. What there is, is a clear record of what we found and what we changed, written down before the numbers arrive so nobody can redraw it afterwards.
The website
Where the old site got in the way
The old site was built on Wix and had 21 pages. Google's page speed test scored it 67 for performance on mobile, on 18 September 2026.
The page the ads sent people to had no way to make contact on it. No phone number, no tap to call link and no form. Five buttons, and every one of them went to a separate contact page with a five field form.
It still had template text on it. The words "[Your Company Name]" were sitting in the copy of the page that every ad click landed on, and its price range was out of date.
One page was doing every job. All five groups of ads pointed at the same page, whatever the person had searched for.
What we built
A site that answers the phone question first
Home, about and contact pages, nine service pages, ten location pages and two hubs that list them. Every page has a call button, a WhatsApp button and a free quote form, and the number on the site is a tracking number, so a call can be traced back to what produced it. The quote form was tested end to end on launch day.
Two landing pages, one for each kind of search
Someone searching for a heat pump installer and someone searching for what a heat pump costs are asking different questions. They now land on different pages: one for installers, one for cost and grants. Each opens with the phone number and a quote button.
Nothing lost in the move
All 21 old addresses were checked against the new site. Three blog posts kept their exact address, and the old Wix booking pages now redirect to the services page. Wix is still used for invoicing, so the links in DDV's invoice emails still work.
Measured with Google's page speed test on 23 October 2026, the day after launch, the new homepage scores 83 for performance on mobile, against 67 on the old site, and 96 on desktop. SEO scores 100 and accessibility 97. That is a single lab run, not what real visitors experienced.
After seeing the preview, the owner sent us this:
D.D.V. Plumbing & Heating
Really impressed, it's so simple it's exactly what was needed.
Google Ads
What the account looked like
In the 12 months to 14 October 2026 the account paid for 4,594 clicks and recorded no conversions at all. That does not mean nobody called. It means nobody could tell who did.
There was one search campaign, five groups of ads with one ad each, and a bidding setting that tells Google to get as many clicks as it can, with no limit on what it pays for each one. Every keyword was on phrase match, and one of them, "heat pump systems", took 30 percent of the spend.
Google shows the searches behind about two thirds of that spend, and they were mostly people researching. 39 percent were general heat pump searches, 26 percent were about prices and 10 percent about grants. 1.2 percent mentioned Dublin or a town DDV covers. Some of it went on things DDV does not fit at all: air to air units, air conditioning and ventilation.
What we found
- No conversions recorded in 12 months, because none were being measured.
- Call reporting was switched off, so even calls placed from the ads themselves were not counted.
- The number on the ads' call button was not one we could find anywhere else.
- No website form had ever been counted as a lead.
- Every ad landed on the one page described above, with no phone number or form on it.
- One keyword took 30 percent of the budget.
- The blocked word lists were generic. They stopped "home", which blocked about 170 searches a month for "home heat pump", and let air conditioning through.
- The ads quoted two different grant amounts in different places.
- The target area stopped around Bray, so Greystones to Wicklow town and Ballsbridge were left out.
What we changed
Measurement first
On 15 October we switched call reporting on. On 18 October calls from ads were set to count once per click, so one person ringing three times is one lead, not three. On 20 October we set up a fresh tracking container we control, with a conversion for each way to make contact: the quote form, a tap on the phone number and a tap on WhatsApp.
Two campaigns instead of one
On 22 October two new campaigns went live, one for people looking for an installer and one for people asking about cost and grants. Each has its own landing page, 45 keywords between them and 97 extra blocked searches on top of the existing lists, air conditioning and ventilation among them. Bids are set by hand, so the price of a click is ours to decide, not Google's.
The whole service area
The target area now runs from Ballsbridge to Wicklow town. The old campaign is paused, and the budget now runs across the two new ones.
What we are measuring next
For the first time on this account, every call, form and WhatsApp message from an ad is counted. In a month we will know what a heat pump enquiry costs here, which of the two campaigns produces them, and how many come from the new website without an ad. Those numbers go on this page when they exist.