Green State Plumbing & Heating
Green State Plumbing & Heating was growing fast, but that growth came with a major operational bottleneck: staffing. The team needed to hire four skilled tradespeople, and in Vermont’s competitive labor market, experienced plumbers are notoriously difficult to find.
At the same time, both the business owner and business manager were fully immersed in keeping up with incoming work. With demand moving quickly and schedules packed, there was little time or capacity to promote open roles organically through social media or other long-term hiring channels. Green State didn’t need more awareness. They needed to reach qualified plumbers actively looking for work, and they needed to do it quickly and efficiently.
The Challenge
Services Provided
The Results
Over a 12-week hiring campaign, the campaign drove 391 clicks to the job-specific hiring landing page, connecting actively searching plumbers directly to open roles.
Ads maintained a $1.92 average cost per click, demonstrating strong cost efficiency in a competitive trades hiring market.
A 4.15% click-through rate signaled that the messaging and targeting resonated with qualified candidates actively seeking new opportunities.
The Strategy
A high-efficiency hiring strategy that ensured every ad dollar worked toward filling critical trade positions.
We created a dedicated hiring landing page designed specifically for this Google Ads campaign. Instead of sending candidates to a generic careers page, the landing experience clearly outlined job requirements, benefits, and what it’s like to work at GSPH. By highlighting company culture alongside role expectations, the page gave applicants a strong “why” and made it easy to take action with a simple callout to email a resume directly to the business manager.
Job-Focused Landing Page
To reach the right candidates at the right moment, we focused on high-intent search terms such as “plumber jobs,” “plumbing jobs near me,” and related trade-based queries. This placed Green State Plumbing & Heating in front of skilled tradespeople who were actively searching for new opportunities, not passive job seekers scrolling social media. The result was ad spend that worked harder by prioritizing candidates with immediate hiring intent.
High-Intent Google Searches
Because hiring qualified plumbers in Vermont presents unique challenges, we tightly focused the campaign on Vermont-based searches. This local targeting reduced wasted ad spend and ensured the ads reached candidates who were realistically able to work in the service area, increasing the quality and relevance of applicants.
Geographic & Local Targeting