1UP Plumbing Drains is a Sydney drain business clearing blocked sinks, toilets, sewers and stormwater lines, with CCTV inspection, patching and relining for damaged pipes. A Google Ads search campaign for drain work, with an ad group for each drain problem. Separate ad groups for urgent unblocking, everyday blockages, stormwater, and pipe repair and inspection.
The business
1UP Plumbing Drains is a drain business serving Sydney. Its team clears blocked kitchen sinks, toilets, floor wastes, sewer lines and stormwater drains, and handles CCTV inspection, pipe patching and relining when the pipe itself is damaged.
What we set out to do
Drain searches range from urgent to technical. A blocked toilet needs someone today; a collapsed or root-damaged pipe needs an inspection and a repair plan. The campaign had to answer both with the right ad, and send each person to a page about their problem.
What we built
The search campaign separates blocked drains, kitchen sinks, toilets, sewers and stormwater drains. Urgent 24/7 unblocking, drain cleaning and outdoor and yard drains have their own ad groups, and so does the repair side: pipe patching, relining, no-dig relining, collapsed pipes, tree-root pipe repair, sewer repair and replacement, and CCTV inspection. The ads send people to drain service pages on the 1UP Drains website, most of them to the blocked drain clearing page, which puts the call button and a short call-back form at the top. The ads ran every day from 7am to 8pm.
What happened
Over about three weeks of ads, 80% of clicks came from phones. Weekends, a third of the days the ads ran, brought 44% of clicks, and one in four clicks came after 5pm. The run was too short, and the enquiry numbers too small, to publish a reliable enquiry or won-job rate, so this study reports how people searched and clicked.
Drain searches happen on a phone
Four in five clicks came from phones. Someone standing over an overflowing drain searches on the phone in their hand and wants to call, so a drain page has to load fast on mobile and put the call button first.
Weekends and evenings matter
Weekends, a third of the days the ads ran, brought 44% of clicks, though the weekend share moved a lot from one weekend to the next over this short run. A quarter of clicks came after 5pm, in the last three hours of the schedule. A drain business that can answer the phone at the weekend and into the evening should keep its ads on then.
Urgent unblocking leads, repair follows
Four in five clicks were about clearing a blockage, and the 24/7 emergency unblocking ads drew nearly one in five clicks on their own, more than any other ad group. Pipe repair, relining and inspection drew 13% of clicks: a smaller share, but relining and pipe repair are usually bigger jobs than an unblock, so they are worth keeping in their own ad groups.
How we measured it
Shares are of ad clicks over the campaign’s whole run, grouped by the job each ad group targets, and by device as reported by Google Ads. Weekend means Saturday and Sunday, and hours use the account’s time zone.
For a plumbing business with several services or service areas, explore our Google Ads management to plan messages around the jobs you want to win.
