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Tiptop Plumbing & Heating

How A Well-Executed Marketing Strategy Generated Record Annual Revenue

Client Overview

Tiptop Plumbing & Heating is a locally owned and managed company, offering professional plumbing & heating services for both residential and commercial buildings. Despite having a strong foundation in service delivery, Tiptop struggled with poor visibility online, an outdated website, and limited lead generation.

 

They approached GrowME Marketing with a clear goal: generate more qualified leads and revenue through a strategic marketing overhaul.

Tiptop Plumbing Heating

The Challenge

Poor SEO Foundations

Rankings were buried deep in Google, and site architecture lacked optimization.

Ineffective Paid Ads

Campaigns were not generating the desired volume of service calls.

Low Conversion Rates

Website experience failed to convert visitors into inquiries or bookings.

Our Solution
Full Growth Engine Implementation

We deployed GrowME’s full Growth Engine, combining strategic thinking with tactical execution across every major growth lever:

Search Engine Optimization (SEO)
  • Rebuilt keyword strategy based on service-specific high-intent searches.
  • Restructured site content and metadata to align with Google’s best practices.
  • Developed rich content clusters around key service areas like couples counselling, anxiety therapy, and trauma recovery.
  • Optimized the GMB profile to grow in local maps rankings.
Conversion Rate Optimization (CRO)
  • Redesigned website user experience for clarity, trust, and phone call generation.
  • Simplified navigation, highlighted monthly promotions, and added service pages to showcase the true service scope that Tiptop can provide.
  • Added trust triggers like testimonials, credentials, and industry expertise and knowledge.
Advertising Overhaul
  • Launched high-converting Google Ads campaigns focused on generating leads for users looking for urgent service.
  • Shifted from generic ads to service-centred resonant messaging backed by strong calls-to-action.
  • Segmented campaigns to ensure highly accurate targeting is achieved.

The Results
Year-Over-Year Revenue Growth

In 2024, Tiptop Plumbing & Heating had a record-breaking year, experiencing dramatic improvements:

Top Google Rankings

for multiple keywords

“Commercial Plumbers Calgary” and “Calgary Plumbing”

Many more keywords have also seen significant improvement.
Team Growth

Tiptop was a 3-person team when they signed on with GrowME and only had two trucks in the field each day. Now, they are hiring their 8th technician and will have 8 trucks operating in the field every day.

Conversion Uplift

Website phone calls increased significantly.

Record Annual Revenue
from
$800K
in 2023
to a record of
$1M
in 2024

and is on pace to break that record in 2025

Local Maps Ranking Increase

Local Maps presence grew from nearly non-existent to dominating the SE Calgary Territory.

image-tiptop-case-study-map-before image-tiptop-case-study-map-after
Ad Efficiency

Over the last 6 months, the search ad cost per lead decreased while lead quality improved

7%
CPA
25
conversion
Traffic Surge

Organic Searches

2023 1,491
2024 3,225
Organic traffic increased by 116%
What Tiptop Plumbing & Heating Has to Say About Our Partnership
We have seen a noticeable change in how many calls we are getting through Google. It’s really nice to have a marketing team who is on top of our online presence and giving us peace of mind. We are very satisfied with the service.
— Kevin Wright, Tiptop Plumbing & Heating Founder and Owner

Conclusion

The growth of Tiptop Plumbing & Heating illustrates what happens when a small company is ready to grow and meets a marketing company that can provide expert strategy and execute it flawlessly. By refining the targeting strategy, optimizing Google ad campaigns, website development, and ongoing strategic leadership, GrowME helped set Tiptop on the path to consistent, sustainable growth.

Ready to See What’s Possible for Your Business?

The results above are the outcome of clear strategy, disciplined execution, and a true growth partner.

GrowME operates as an embedded growth department for companies that value clarity, accountability, and measurable results.

We build and execute growth systems that drive qualified demand, improve conversion, and align directly with what moves revenue forward.

If you’re ready to take the next step in your growth, let’s talk.

Our GrowME Guarantee ensures that our SEO services yields a positive return on investment within 12 months or our services are free until it does. A guarantee not offered by any other marketing agency in the city!