Service landers, Search ads and WhatsApp for SG Maintenance Group
How HeyLead stopped sending choke, water-heater and electrical searches to one generic maintenance page, and built a keyword-to-ad-to-lander path that actually produces WhatsApp jobs in Singapore.
first 90 days after launch
same media budget
Search traffic
instead of one brochure page
One page cannot answer ten emergencies
SG Maintenance Group covers plumbing, choke clearing, electrical, water heaters, aircon, gas piping, leak detection, waterproofing and general home work across Singapore.
A homeowner searching "choke clearing Singapore" and a landlord searching "water heater replacement HDB" are not the same job. Sending both to a general maintenance page broke the path from search to WhatsApp.
The brief was simple: high-intent search, a matching Google Ad, a dedicated service lander, then WhatsApp or the form.
- searchBroad maintenance keywords eating budget that should have gone to choke and water-heater terms
- webOne brochure URL for ten service intents
- chatWhatsApp treated as a footer icon, not the conversion
- query_statsNo way to see which service actually produced jobs
Keyword to ad to lander to WhatsApp
10 dedicated service landers
Plumbing and choke, water heater install and replacement, electrical, aircon, gas piping, leak detection, waterproofing, general home and renovation, swimming pool, water tank cleaning. Each page had the service, the HDB/condo/landed context, and a WhatsApp CTA above the fold.
Google Ads rebuilt by intent
Campaigns and ad groups mapped to those pages. RSA copy for same-day choke, water-heater replacement, and licensed electrical work. Negatives cut "jobs", "course", and DIY queries. Search terms reviewed weekly at first.
Water heater as its own product
Install, replacement, repair, storage, instant and gas heaters stopped living under generic plumbing. The lander and the ads said the same job in the same words.
SEO on the same URLs
Titles, H1s and internal links used Singapore modifiers. The paid landers were allowed to rank. Organic clicks on those service URLs rose 58% in four months.
The path started matching the search
Numbers below are the first 90 days after the service pages and restructured Search campaigns went live, against the prior 90 days on the generic maintenance URL. Same approximate media budget. WhatsApp click and form submit as conversions.
- Qualified leads +61%
- Cost per qualified lead -32%
- Conversion rate 3.1% to 6.8%
- CTR 4.2% to 6.1%
- Average CPC -18%
- WhatsApp from Search +74%
- Total site enquiries +49%
- Water-heater lander conversion 8.1%
- Choke lander conversion 7.4%
- Organic clicks on service URLs +58% in 4 months
- Impressions +41% on choke and water-heater queries
- Top-10 keywords on those pages 9 to 27
Directional results from the restructure window. Demand, season and close rate still sit with the business. We report qualified conversations, not a lead guarantee.
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