Digital Marketing Strategy Become The Plumber Builders Call First
Bonza Complete Plumbing is a licensed plumbing & gas specialist serving Perth’s southern suburbs from Fremantle to Mandurah. The business runs almost entirely on word-of-mouth today — the strategic opportunity is to convert that quiet reputation into a recognisable local brand that builders, renovators and high-end homeowners actively seek out.
Success, WA
Fremantle → Mandurah
High-End
New Builds & Renos
Word-of-Mouth
Current Lead Source
Growth-Ready
Founder-Led
Situation Analysis
Where Bonza Complete Plumbing Stands Today
Based on the discovery call with Jared on 4 May 2026 and independent research on the Bonza Complete Plumbing website, social presence and the Perth southern-suburbs plumbing market, here’s the current landscape.
“We’re a small business at the moment, but we’re trying to obviously get ourselves out there a bit more — something that catches people’s eye. Everyone’s on social media, so something that just stands out. Really just trying to get more attention and more leads.”
— Jared Salis, Founder, Bonza Complete Plumbing
Strengths
Fully licensed & verified — PL10971 plumber, GF19007 gas fitter
Minimal active social media presence — Facebook is live but under-utilised, Instagram inconsistent
No Google Business Profile dominance for local searches like “plumber Cockburn”, “plumber Success”
No structured builder-outreach — relying on chance referrals rather than active partnership building
Water filtration angle is buried — a higher-margin specialist service is invisible to potential customers
No in-house marketing capability — Jared’s time goes to running jobs, not posting content
No attribution or tracking — impossible to measure which channels bring quality enquiries
Market Opportunity
Perth’s southern-suburb plumbing market is busy but fragmented — dozens of operators, almost none with a recognisable brand. Bonza Complete Plumbing already has the technical foundation (licences, reputation, premium positioning); what’s missing is the marketing engine that converts a quiet reputation into a brand builders and renovators actively pre-select. The strategic imperative: become the plumber that builders and high-end homeowners think of first across the Fremantle → Mandurah corridor.
5
Service Segments to Own
High
Local Search Intent
Premium
High-End Reno Niche
B2B
Recurring Builder Work
A realistic 12-month outcome: top-3 Google rankings for “plumber + suburb” searches across the southern Perth corridor, a steady IG / FB feed showcasing finished bathrooms and water-filtration installs, and 3–5 ongoing builder relationships generating recurring new-build work. One signed builder partnership covers a year of marketing. That’s the commercial case.
Target Audiences
Two Audiences. One Builder Tier. One Homeowner Tier.
Bonza Complete Plumbing has two distinct buyer types with very different decision journeys. Our strategy runs two parallel content tracks — every post, every page, every ad speaks clearly to one or the other.
Tier 1 • Builders & Renovators
The primary buyer — builders & renovators sourcing a reliable plumbing partner for new-build & reno projects (Jared’s stated focus)
Custom-home and project-home builders across the southern Perth corridor
LinkedIn (Jared personal): builder networking, project showcases, industry posts
Tone: trade-to-trade, reliable, “turn up on time, finish properly”
Tier 2 • High-End Homeowners
Premium private clients — renovators and water-filtration / bathroom-spec buyers
Homeowners renovating bathrooms with high-end finishes (Jared’s stated sweet-spot)
Health-conscious households shopping for whole-home water filtration systems
Premium private work — higher-margin, rewarding, referral-rich jobs
Primary Channels & Message
Instagram & Facebook: bathroom reveals, water filtration explainers, lifestyle visuals
Google & GBP: “water filtration installer Perth”, “bathroom plumber Mandurah”
Tone: approachable expert, premium-but-not-pretentious, health & quality angle
Scope of Services
What We Deliver Every Month
Six workstreams designed for a founder-led trade business: build the local SEO engine, run always-on social proof of finished work, open up structured builder relationships, and put numbers behind every dollar spent. We build the marketing engine while Jared keeps running the jobs.
1 • Local SEO & Google Business Profile
Suburb-level service pages (Cockburn, Success, Fremantle, Mandurah, etc.), technical SEO, GBP optimisation & review-generation so Bonza dominates “plumber + suburb” searches across the southern corridor.
High Impact
2 • Always-On Social Management
Manage Facebook & Instagram with 8–12 posts/week mixing job-site reels, bathroom reveals, water filtration explainers & behind-the-scenes — the “something that catches people’s eye” Jared asked for.
Core
3 • Content & Service Education
Blog posts, FAQ pages & short videos around water filtration, high-end bathroom plumbing, gas safety & new-build best-practice. Positions Bonza as the local expert, not just another plumber.
Long-Term Moat
4 • Builder Outreach Program
Targeted outreach to custom & project-home builders across the southern corridor. LinkedIn / email sequences with portfolio examples, intro meetings, & trade-package offers Jared can sign on.
Lead Engine
5 • Reviews & Reputation Management
Automated post-job review request system, response management for Google & Facebook reviews, and reputation monitoring — Bonza’s “upfront-quote, on-time, one-visit” promise turned into public proof.
Included In Every Package — Starting From Foundation
This is the part most agencies charge extra for, or skip entirely. For Bonza Complete Plumbing, we think it’s the most important thing we deliver. You’re not just buying social media posts — you’re buying a strategic partner who thinks about which builders to chase first, how to position the water-filtration angle, and how to dominate “plumber + suburb” searches across the southern Perth corridor.
What It Means Practically
Every month, a senior strategist (Katryn Fremlin, Head of Strategy) actively works on your marketing — not just in it. You get strategic thinking, builder-partnership playbooks, competitor intelligence on the southern Perth plumbing market, and a roadmap that evolves with Bonza. No extra fees. No separate engagement.
Quarterly Strategy Sessions
90-minute strategic review with Jared
Performance vs goals & enquiry-quality analysis
Service-segment prioritisation (which jobs to push harder)
New initiative recommendations (builder partnerships, trade events, PR)
Positioning & Messaging
Positioning Bonza as the go-to plumber for builders & high-end renos in southern Perth
Tone-of-voice: trade-credible, “turn up on time, finish properly”, zero fluff
Messaging layers for builders vs homeowners (different pain points)
Premium & specialist narrative — high-end bathrooms, water filtration, licensed gas
Market & Competitor Intel
Local-competitor map: who’s ranking for what across Cockburn, Mandurah, Fremantle
National plumbing brand benchmarks (review velocity, content cadence)
Builder & homeowner search-intent trends (what they actually type into Google)
Jared told us: “everyone’s on social media, so something that just stands out… just trying to get more attention and more leads.” That’s exactly why strategy sits at the core of what we do — not tacked on at extra cost.
Growing a founder-led trade business is a different game from running a national brand. You need to dominate local search, look professional on every platform, build a steady pipeline of builder relationships, and do all of that without pulling Jared off the tools. Full Marketing Strategy Consultancy means senior strategic thinking applied to your business every single month — with a direct line to the builder-outreach playbook, suburb-level SEO sequencing, and the premium-positioning roadmap. That’s how a small operation becomes the local name.
Content Approval Workflow
Nothing Goes Live Without Jared’s Sign-Off
You’re building Bonza’s public reputation from a near-zero baseline — every post, photo and page is shaping first impressions for builders and homeowners who don’t know you yet. Our formal approval workflow makes sure every piece of content represents Bonza properly, matches Jared’s standards, and stays technically accurate (no one wants a social post citing the wrong gas regulation).
Trigger
121 Group Action
Client Review
Publish
1. Plan
Monthly calendar
2. Draft
Copy + visuals
3. Review
Jared
4. Approve
One-click sign-off
5. Publish
Scheduled live
Built-In Safeguards
Brand & Voice Guidelines
Bonza tone-of-voice captured in a living document — trade-credible, reliable, no-nonsense.
Technical Accuracy Check
Anything citing plumbing or gas regulations, install methods or product specs gets Jared’s eyes before publish.
One-Message Pause
Jared can pause all scheduled content with one message if a customer issue or brand moment arises.
Plumbing Track Record
We’re Already Running This Playbook For Another Australian Plumber
You don’t need to be our pilot. 121 Group is currently engaged by Modern Plumbing Group — a Melbourne-based plumbing company at almost the exact same stage of growth Bonza is heading toward. Same industry, same lead-gen problem, same “we’ve been burned by a bad agency” story. We onboarded them in late April 2026 and the program is live today.
Family-run plumbing business operating across Melbourne’s metro west and northern suburbs — same service mix as Bonza (commercial, new builds, maintenance, reactive, hydraulics). They came to us through their growth advisor after their previous agency burned through up to $15K/month on Google Ads with minimal qualified leads, sparse reporting and almost no communication. The directors wanted a partner who would actually pick up the phone.
modernplumbinggroup.com.au | the live Modern Plumbing Group website — the same business we’re running Google Ads, GA4, GTM and the 121 Insights dashboard for today
What We’re Running For Them
Full Google Ads rebuild — new account structure, rewritten copy & keyword strategy targeting reactive, maintenance & new-build intent across metro west & northern Melbourne
Tracking infrastructure rebuilt from scratch — new Google Tag Manager container, GA4 routed cleanly, Search Console verified, conversion tracking firing properly (the previous agency had left it broken)
Meta paid layer for top-of-funnel reach to homeowner audiences in target suburbs
Google Business Profile & review-generation across the service area
Weekly WIP cadence with the directors — the level of communication their previous agency never delivered
Senior strategists on the account: Steven Pythas (Strategic Account Director), Chris Castellano (SEO & tracking), Laurence Estillore (analytics), Roxy Calinga (account)
Why it matters for Bonza: Modern Plumbing Group is the same business you’re working to build — commercial + new build + reactive + maintenance, founder/director-led, growing from a strong base. The Google Ads, tracking, suburb-level SEO, GBP and review playbook we’re running for them in Melbourne is the same playbook we’ll run for you across Perth’s southern corridor. We’re not learning the plumbing vertical on Bonza’s account — we’re already doing it, today.
Inside Modern Plumbing’s Live 121 Insights Dashboard
Every 121 Group plumbing client gets a private, password-protected dashboard at <client>.121insights.com that pulls live data from ServiceM8, Google Ads, GA4, Search Console, CallRail and Twilio — updating in real time. Bonza will get the same setup at bonza.121insights.com from day one. Below is what the directors at Modern Plumbing Group are looking at right now.
Leads & Lead Heatmap — live from ServiceM8
Every quote, work order, completed job and lost lead from ServiceM8 streams into the dashboard the moment it’s logged on the tools — with conversion rate, total value, lead funnel, daily activity, and a postcode-level heatmap of where the work is actually coming from. Useful for one thing in particular: you can see exactly which suburbs are converting and double down ad budget there.
Real ServiceM8 sync120 leads / 17 quotes / 29 work orders / 68 completed in last 30 days
$256,568 total valuetracked end-to-end from enquiry to invoiced job
Postcode heatmap48 postcodes, 104 jobs plotted, colour-coded by stage
mpg.121insights.com — Leads view | live screenshot, last 30 days | conversion rate, lead funnel, daily activity, postcode-level heatmap (Bonza’s would show Cockburn, Success, Fremantle, Mandurah)
Google Ads Performance — live from BigQuery
Spend, clicks, impressions, conversions, CPC and conversion rate for every campaign — refreshed daily from BigQuery, cross-referenced against ServiceM8 won jobs. No more “trust us, the ads are working” from your agency. You see exactly which campaigns are paying for themselves.
Cross-referencedwith ServiceM8 won jobs — we know which clicks became revenue
20-day trend chartspot ad fatigue, budget pacing & CPC drift in real time
mpg.121insights.com — Google Ads view | live BigQuery data, 14 Apr–14 May 2026 | $2,966 spend, 93 clicks, 5 conversions, 5.4% conv rate | campaign-level table with status, spend & CPC for every active & paused ad
What Bonza gets on day one: the same dashboard at bonza.121insights.com — PIN-protected, mobile-friendly, no logins to remember. Pull it up in the van between jobs. Send the URL to your accountant, your business advisor, your wife. Total visibility into where every dollar goes and where every lead comes from. The opposite of what your industry gets from most agencies.
Direct Reference Available
You don’t need to take our word for it.
If it would help with the decision, we’ll happily put you on the phone with the directors at Modern Plumbing Group before you sign anything. Ask them how the engagement is running, what we’ve delivered, how we communicate, and how we compare to the agency they fired before us. Plumber-to-plumber is the strongest reference you can get.
Builder Partnership Playbook
Become The Plumber Builders Call First
Jared nailed it on the discovery call: builders and renovators are the #1 target. One signed builder relationship can mean 5–15 jobs a year — predictable, recurring, technically interesting work. We run a repeatable 4-phase playbook to convert cold builders into ongoing partners across the southern Perth corridor.
Phase 1 • Month 1
Build The Builder-Facing Pages
Dedicated “For Builders” landing page on the website — capabilities, project gallery, licences, insurance, response-time guarantees. Plus “new build plumber + suburb” pages for the southern corridor (Cockburn, Success, Mandurah, Fremantle).
Phase 2 • Month 1–2
Build The Builder Target List
Curated list of 50–80 active custom & project-home builders across the southern corridor. Verified contact details, project profile, current plumber (if any). The shortlist Jared actually wants on his books.
Phase 3 • Month 2–3
Outreach & Intro Sequences
Multi-touch LinkedIn / email outreach with a curated portfolio. Position Jared as the plumber that turns up on time, finishes properly, communicates clearly — the three things builders complain plumbers never do. Goal: 3–5 intro meetings per month.
Phase 4 • Month 3+
Convert & Showcase
Trade-package offers, response-time guarantees, and a public “trusted by these builders” wall on the site. Every completed job becomes a social post. Each new builder logo unlocks the next pitch — momentum compounds.
Same playbook scales to any new service Bonza adds. Local-search dominance is repeatable.
Content Strategy
Five Pillars Driving The Monthly Mix
A content calendar built to make Bonza Complete Plumbing the most recognisable plumber across Perth’s southern corridor: show the finished work, educate around water filtration & gas safety, and put Jared’s personality on screen. Every post hits at least one buyer tier — builder or homeowner.
Pillar 1 • Finished Job Reveals
Bathroom reveals, water-filter installs, before/after reels, timelapses. Visual proof that sells harder than any sales pitch — the “something that catches people’s eye” Jared asked for.
30%
Pillar 2 • Service Education
Water-filtration explainers, “is your hot water system due?”, gas safety FAQs, “what to ask your plumber” guides. Positions Bonza as the local expert, not just another plumber.
25%
Pillar 3 • Behind The Scenes
Job-site reels, “day in the life”, the van, the team, problem-solving on the fly. Builds personality — people hire plumbers they feel they already know.
20%
Pillar 4 • Proof & Trust Signals
Builder testimonials, Google reviews highlighted, licence credentials (PL10971 / GF19007), “trusted by these builders” wall.
15%
Pillar 5 • Local & Community
Job locations across the southern corridor, local landmarks, Perth-specific content (winter cold snaps, summer water demand). Drives suburb-level SEO & community recognition.
10%
KPIs & Reporting
How We Measure Success
Clear 90-day and 12-month benchmarks. The real measure is qualified builder & homeowner enquiries plus local-search dominance — everything upstream (reach, rankings, followers) is optimised toward those outcomes.
90-Day Foundation KPIs
Building the lead engine
All channels live & active: Facebook, Instagram, GBP, Jared on LinkedIn
Posting cadence hit rate: 100% to calendar
Suburb & service landing pages built: 5+
Top-10 Google ranking for 3–5 core suburb keywords (e.g. plumber Cockburn, plumber Success)
Tracking: GA4 + Google Ads tag + call tracking live
First qualified builder / homeowner enquiries: 5–10
Builder intro meetings booked: 3–5
12-Month Growth KPIs
Local dominance & recurring revenue
Top-3 Google ranking for 15+ “plumber + suburb” keywords across the southern corridor
Qualified enquiries: 20–40/month steady-state
Active builder partnerships signed: 3–5 generating recurring work
Google reviews: 50+ verified 5-star reviews up from current baseline
Brand recall: Bonza is THE name homeowners and builders think of in the southern corridor
Roadmap
From Today’s Call to Live In Under 2 Weeks
A clear, simple path from alignment to launch — with all channels active, first social posts live, and suburb landing pages briefed inside 2 weeks of sign-off.
Fri 15 May • 12:00pm WA
Strategy Walkthrough
Walk Jared through this proposal. Confirm scope, preferred package, and alignment with Bonza’s growth timeline.
Week 1
Agree & Sign
Engagement letter signed. Package, start date and approval dashboard customisation confirmed.
Week 1–2
Onboard (5-day sprint)
Brand voice workshop with Jared, channel audit, Google Business Profile claim & optimisation, 30-day launch calendar, suburb & service keyword research, builder shortlist drafting.
Week 2–4
Launch
First content live inside 10–14 days. Weekly rhythm established. First suburb landing page in production. Google Business Profile fully optimised. First builder outreach sequence live.
Day 30
First Performance Report
Reach, rankings, enquiries, approval cycle times. Honest read on what’s working — and what we adjust for month 2.
Day 90
Foundation KPI Review
First full strategy review against 90-day KPIs. Rebalance pillars, scale the segments gaining search traction, double down on what’s converting.
Your Team
Australia-Based Experts, Dedicated To Your Growth
Every channel is managed by a senior specialist on our Australian team — with a local Perth-based account director. No offshore outsourcing. No juniors learning on your account. Direct access to the people doing the work, with a team that’s handled construction & trade-based brands before.
Adam Ducquet
Managing Director
Your main point of contact
Kate Lawrence
Account Director
Day-to-day partnership lead
Katryn Fremlin
Head of Strategy
Content & pillar strategy
Michael Potts
Paid Social Director
Meta boosts & paid reach
Chris Castellano
Senior Growth & SEO Manager
Google Business Profile & local SEO
Scott Campbell
Head of Design & Development
Graphic systems & approval dashboard
Pip Tyssen
Graphic Designer
Daily post & bathroom-reveal creative
Steven Pythas
Strategic Account Director
Quarterly strategy reviews
Our Commitment To Bonza Complete Plumbing
No lock-in contracts. Month-to-month. Full strategy consultancy contractually included.
We keep your business by delivering results and respecting your brand — not by trapping you in a contract. Most of our clients have been with us for 5+ years because they choose to be.
Packages
Choose Your Engagement Tier
All packages are month-to-month with no lock-in contracts. We’ve recommended Growth as your best-fit starting point — it includes full local SEO across all 5 service segments, Jared’s personal brand program, the builder outreach engine, and website change management as Bonza evolves.
Foundation
Get the engine running. Channels active, consistent presence, first 2 suburb pages live.
