What’s Your Google Business Profile Health?
From Page 50 to Page 1
How a Local Trades Business Jumped to Page 1 and Turned SEO into Weekly Sales.
How Gardiner Gas & Plumbing Became the Go-To Choice in New Plymouth
For tradies in regional New Zealand, getting noticed online isn’t easy, especially in a saturated market where word-of-mouth and foot traffic no longer cut it.
Gardiner Plumbing & The Gas Shop has been a trusted name in Taranaki since 2003, built on founder Shane Gardiner’s mission to deliver fast, reliable service with no mucking around. Starting as a one-man band in the ’90s, Shane has grown the business into a 10-person operation with a reputation for quality workmanship, community loyalty, and no-nonsense professionalism.
From general plumbing to gas fitting and solar hot water installs, Gardiner’s team handles it all, serving everyone from homeowners to builders and commercial clients across New Plymouth and the greater region.
After relocating to a central location on Courtenay Street in 2015, the business had everything it needed offline: great people, loyal customers, and proven expertise.
But online? They were invisible.
This case study shows how a strategic local SEO approach transformed Gardiner Plumbing’s digital presence, turning a quiet website into a 24/7 lead generator.
The Challenge
Great Work, Zero Visibility
Many businesses need help maintaining an up-to-date and optimised GMB Gardiner Plumbing had the skill, the reputation, and the track record — but none of it was showing up online. They were buried past page 50 on Google for critical keywords like gas fitter New Plymouth. The phone wasn’t ringing, the traffic wasn’t converting, and local competitors were getting the jobs.
They’d worked with other agencies before, but nothing stuck. What they needed wasn’t just more traffic — it was targeted visibility with people ready to book a job.
Our Approach
Targeted Local SEO That Pays Off
We didn’t throw everything at the wall — we went deep on the things that matter:
Keyword Strategy That Converts
Identified high-commercial intent keywords used by locals
Focused on service-specific phrases like:
- Gas fitter New Plymouth
- Solar hot water installer NP
- Plumber New Plymouth
Location-First SEO Tactics
Built out geo-optimised pages to match buyer intent
Created Google Business Profile content to match local search terms
On-Page & Technical Optimisation
Fast-loading pages, mobile-friendly design
Optimised titles, metadata, and schema to align with search intent
Conversion Tracking
Set up Google Search Console to monitor click growth
Tracked lead sources and form submissions to map ROI
The Results
From Page 50+ to Position #1
We took their primary keyword from complete obscurity to #1 on Google, making Gardiner the first result for people actively searching for plumbing services.
$14,800K+ Pipeline
With consistent traffic came consistent sales. In a 28-day window:
145 clicks
10k+ sale
Average sale value: $450
Conversion rate: ~30%
Result: 4+ new jobs/week, generating over $7,200/month
Google Search Console Data Highlights
Clicks grew from 15 to 232
Key service pages saw 2x–4x higher CTR
Most traffic now comes from high-intent, local service queries
The Real Impact
More Than Just Rankings
“After going live on Google with Burts’ work. We had a customer whose job was valued around the $10,000 mark coming just from Google. That was unbelievable. That job was signed, sealed and delivered. And we still do his work today”
– Shane Gardiner | Gardiner Gas & Plumbing | Director
💡 Key Takeaways
✅ A focused local SEO strategy builds a predictable pipeline.
✅ Real results aren’t about traffic — they’re about calls, bookings, and revenue.
Want Customers to Find You First?
More Than Just Rankings
Gardiner’s results aren’t a fluke. With the right plan, your business can rank, convert, and grow, too.
👉 Let’s make you unmissable. [Book a strategy call →]