They opened in Boise in January. By July they were beating Seattle.

The situation

They had a real business in Seattle and zero name recognition in Boise. Not a small share. None.

That's harder than it sounds in this category, because nobody shops for a plumber. They have water on the floor and they call whoever comes to mind first. If you aren't already in someone's head when the pipe breaks, you don't exist that day. A new company in a new market has no head start at all.

What we did

A jingle. An actual sung jingle, which is out of fashion and works anyway, because the point isn't to be clever. It's to be the thing that surfaces at 6am when a homeowner is standing in a wet hallway. Alongside it, straightforward spots covering both homeowners and commercial accounts.

Seven months of it, without stopping.

What happened

The Boise operation is now outpacing the Seattle office, the established side of the business (client-reported, July 2026).

Radio drove 6,885 website sessions over those seven months. Google drove 791 (Media Driven Traffic attribution report, Jan–Jul 2026).

The share of campaign traffic arriving as direct visits, people typing the name in rather than searching for it, climbed from 50% in January to 75% in July (same report).

Roughly four out of five people the campaign brought to the site had never been there before (same report).

Why it's working

The direct traffic number is the tell. In January people heard the ad and had to go look them up, because the name meant nothing yet. By July most of them go straight to the site. That's a name being built in real time, in a market where they started with nothing.