A residential septic services company came to Bellringer Marketing after being burned by multiple Google Ads freelancers. Their campaigns were driving clicks, but not a single paying customer.
Frustrated and ready to abandon online advertising altogether, the owner wanted one final attempt to make Google Ads profitable. A complete audit revealed the core issues: poor campaign structure, low-quality keywords, and ad copy that failed to resonate with real homeowners. While their landing page wasn’t the main problem, everything before it was leaking money.
Objectives
- Rebuild trust in Google Ads as a profitable marketing channel
- Eliminate wasted ad spend from irrelevant clicks
- Drive high-intent, conversion-ready homeowners to the landing page
- Turn online engagement into consistent, paying customers
Understanding the Target Audience
Homeowners searching for septic services are often in urgent situations, backups, system failures, or maintenance emergencies. These prospects don’t want vague promises; they want clarity, reliability, and fast service.
That insight informed the new campaign’s direction:
- Target high-intent, location-based keywords like “septic tank pumping near me” and “emergency septic repair.”
- Write ad copy that emphasizes fast response times, trustworthy service, and local expertise.
- Ensure that every click leads to an action-oriented landing page optimized for immediate contact.
Strategy & Approach
Bellringer Marketing rebuilt the campaign from the ground up with a focus on performance precision:
- Keyword Research: Identified homeowner search patterns and filtered out low-value traffic.
- Ad Copywriting: Created clear, benefit-driven messaging that spoke to urgency and trust.
- Campaign Structure: Designed tightly themed ad groups to match user intent and improve Quality Score.
- Tracking Setup: Ensured calls and form fills were accurately measured for optimization decisions.
This foundation ensured that every click had purpose, connecting the right prospect with the right service at the right time.
Execution & Optimization
Once live, the campaign was managed daily with a “zero-waste” mindset. I continuously:
- Monitored search terms and refined negative keywords
- Adjusted bids for top-performing queries
- Tested multiple ad variations to improve engagement
- Analyzed conversion data to focus spending where leads converted most
This disciplined, iterative process quickly transformed the account from inefficient to high-performing.
Results
In just 30 days, Clear Septic’s Google Ads performance completely turned around:
- CTR increased from 1.3% to 6.3%
- Cost per click (CPC) dropped by over $90
- Conversions rose from fewer than 2 to 13
- Conversion rate reached 21%, producing consistent, paying customers
Note: The client did not provide revenue or profit data post-conversion, so total ROI figures are not included. However, the increase in conversions and lead quality clearly reflected measurable growth.
Takeaway
This case study highlights the difference between wasted clicks and meaningful growth. With the right strategy, focused keywords, compelling messaging, and disciplined optimization, even a struggling Google Ads account can become a dependable revenue engine.
For Clear Septic, Bellringer Marketing didn’t just fix an ad campaign; we rebuilt trust in digital marketing as a sustainable growth channel.
