Why plumbing companies in Chicago overpay for leads
Plumbing has some of the most expensive clicks in home services ($20–30 CPC in most metros), so any wasted impression on DIY or supply-store searches is money burned.
Chicago's Mexican-American market is large, loyal and heavily referral-driven — paid search plus review velocity compounds fast here. On top of that, Chicago accounts almost always mix Spanish and English keywords inside one campaign, which inflates CPCs on both sides and hides which language is actually producing booked work.

