From zero paid search to 63 booked calls
A septic services contractor with high-ticket jobs had built its business on referrals and had never run paid ads. We built and managed a Google Search campaign and turned it into a steady source of booked appointments.
- Booked calls
- 63
- Cost per booked call
- $57.45
- Click-through rate
- 8.42%
- Cost per click
- $8.01
452 clicks · 5,370 impressions · $3,619.55 ad spend · Nov 2025 – Jul 2026
The account ran no paid search before this campaign — Google logged the change as an increase from zero.
Booked calls from paid search rose from 0 before the campaign to 63 during it, an increase of 63 from zero.
- 5,370 ImpressionsPeople who saw the ad
- 452 Clicks8.42% click-through rate
- 63 Booked calls13.9% of clicks · $57.45 each
Of 5,370 impressions, 452 were clicks (an 8.42% click-through rate), and 63 of those clicks became booked calls — 13.9% of clicks, at $57.45 per booked call.
For a home-services business, cost per booked call — not cost per click — is the number that tells you whether a channel pays.
The situation
The company had grown on referrals and repeat customers, with no paid search presence at all. But the searches that matter most in septic — “septic service near me,” “septic tank pumping,” “septic installation” — are urgent and local, and whoever shows up first tends to get the call.
What we did
- Built the account around a focused set of high-intent septic keywords — installation, pumping, and “near me” service searches — instead of paying for broad, low-value traffic.
- Structured every ad for a phone-first audience: roughly nine in ten clicks and calls came from mobile, so the tap-to-call path had to be immediate.
- Sculpted negative keywords continuously to keep spend off DIY, parts, and out-of-area queries, keeping the click-through rate high at 8.42%.
- Counted a booked call as the only conversion that matters, so every optimization chased appointments rather than clicks — landing 63 booked calls at $57.45 each.
Figures from the client’s Google Ads account, Nov 13, 2025 – Jul 24, 2026, covering the single campaign under management. Client name withheld by agreement. A conversion is a booked call. Click-through rate and cost per booked call are as reported by Google Ads; cost per click is derived from account totals (spend ÷ clicks). One account in one market; not a projection of typical results.
How this was done
The services and process behind these numbers.
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