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Most agencies show you leads. We show Ethos Plumbing the money.

Case Study: Ethos Plumbing

Josh came to us with no digital presence. No website. No ads. No way to track where work was coming from or prove what marketing was worth. Just a quality plumbing business running on reputation and referrals — with no system behind it.

We built everything from scratch. Website, Google Ads, CRM, and a full pipeline integration with Fergus — connected so every lead is captured, every job is tracked, and every dollar spent on advertising is accountable to actual revenue.

Not leads. Not clicks. Real money, traced back to the ad that generated it.

Ethos Plumbing Christchurch - a case study of digital success

Client

Ethos Plumbing

Services

Strategy, Website design & development, Google ads, CRM integrations & automations

Since

2022

Industry

Plumbing Company

Softwares Worked Within

WordPress, Fergus, GoHighLevel, Google Ads

Website

ethosplumbing.co.nz

What we did

Strategy & Ongoing Partnership

  • Started with a full digital strategy built for a trade business starting their marketing from zero — no wasted spend, no vanity metrics.
  • Regular strategy sessions to review real revenue data, adjust campaigns, and keep performance moving forward.

Website Design & Development

  • Designed and built a professional WordPress website from scratch — built to convert visitors into enquiries, not just look good.
  • Clear service pages, strong local signals, and a frictionless contact experience built for how tradies’ customers actually search.

Google Ads

  • Launched targeted Google Ads campaigns focused on high-intent Christchurch plumbing searches — people ready to book, not just browsing.
  • A/B tested ad copy, landing pages, and forms continuously to improve conversion and lower cost per lead.
  • Connected ad spend directly to job revenue through CRM and Fergus integration — so every campaign decision is backed by actual return, not just click data.

CRM, Pipeline & Fergus Integration

  • Set up GoHighLevel as the central CRM — every enquiry captured, every lead tracked through the pipeline from first contact to completed job.
  • Integrated with Fergus so jobs flow directly into their existing workflow — no double handling, no lost leads, no guesswork.
  • Built the system so Josh can see exactly where every job came from and what it was worth.

Local Search Visibility & Optimisation

  • Optimised Google Business Profile and local SEO signals to build visibility for Christchurch plumbing searches.
  • Structured site content to appear in both traditional search results and AI-generated answers — with clear location, service, and entity signals throughout.

SEO & AI Search Optimisation

  • Built site content with clear entities, locations, and service descriptions so tools like ChatGPT, Gemini, and Google’s AI Overviews can accurately reference Ethos Plumbing.
  • Positioned Ethos as the credible, cited answer for Christchurch plumbing searches — not just a result, but a recommendation.

The outcome

Ethos Plumbing went from no digital presence to a fully connected marketing and operations system — and the numbers are unambiguous.

In March, every $1 spent on Google Ads returned $15. In April, $13.90 — on a higher spend, with more jobs won.

But the bigger shift is what Josh can now see. Every lead captured. Every job traced back to the campaign that generated it. Every dollar of ad spend accountable to actual revenue invoiced in Fergus.

Ethos came to us with nothing built. They now have a website that converts, ads that pay for themselves many times over, and a CRM that means no lead ever falls through the cracks.

That’s what it looks like when strategy, advertising, and systems work as one.

Client Feedback

We couldn’t be happier with the incredible work Anna and the team at Innovate Digital have done for our business. They created our amazing website that not only looks professional and modern but also perfectly represents our brand.

They have also been managing our Google Ads campaigns, and the results have been fantastic. We’ve seen a noticeable increase in enquiries and overall online visibility.

They took the time to understand our goals and definitely delivered beyond our expectations.

We highly recommend Innovate Digital!

Josh Tate
Ethos Plumbing team