Eagle Drains: dedicated ads for drain clearing, inspection and repair
Eagle Drains is a drain-only business serving Sydney and the Illawarra, clearing blocked drains, jetting, inspecting by CCTV camera and relining pipes without digging. A dedicated Google Ads search campaign for drain work, separate from the main plumbing account. Ad groups for each drain job, from blocked drains and toilets to CCTV inspection, relining, patching and sewer replacement.
Services
Google Ads management · Website design and landing pages
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Drains
search ads organised by drain problem
Campaign delivery
How it was measured
A dedicated Google Ads search campaign for drain work, separate from the main plumbing account. Ad groups for each drain job, from blocked drains and toilets to CCTV inspection, relining, patching and sewer replacement.
49%
Ad clicks for drain inspection and pipe repair rather than clearing a blockage
The campaign’s run, about three and a half weeks
How it was measured
Clicks on the ad groups for CCTV and camera inspection, pipe relining, patching, pipe and sewer replacement, excavation and stormwater repairs, as a share of all ad clicks. The rest were for clearing blockages. Rounded down.
1.8×
Click-through rate on inspection and repair ads, against unblocking ads
The campaign’s run, about three and a half weeks
How it was measured
Clicks divided by impressions for the inspection and repair ad groups, divided by the same rate for the blockage-clearing ad groups. Rounded down.
68%
Ad clicks from people on phones
The campaign’s run, about three and a half weeks
How it was measured
Clicks from mobile phones as a share of all ad clicks, as reported by Google Ads.
1 in 3
Ad clicks that came after 5pm, with the ads running until 10pm
The campaign’s run, about three and a half weeks
How it was measured
Clicks from 5pm onwards (account time zone) as a share of all ad clicks. The ads ran every day from 8am to 10pm.
How we measured +
This study covers the drain campaign’s structure and ad response over about three and a half weeks. Service shares are shares of clicks, grouped into drain clearing, inspection and repair. They describe search interest rather than won work.
In one minute
The 60-second version
Eagle Drains, from the brief to the result in 5 short slides.
01 The business
A drain-only crew for Sydney and the Illawarra
Eagle Drains clears blocked drains, jets lines, inspects them by CCTV camera and relines pipes without digging, with a fixed price agreed upfront.
02 The problem
Drain work is more than a blocked-drain ad
A blocked sink and a collapsed sewer line start as different searches. The account had to give clearing, inspection and repair each their own ads and pages.
02
03 What we built
An ad group for each drain job, landing on its page
Ad groups for blocked drains, toilets and sinks, CCTV inspection, relining, patching, tree roots, jetting and sewer replacement, running every day from 8am to 10pm.
04 What happened
Half the clicks wanted inspection or repair
49% of clicks went to inspection and repair ads, which were clicked 1.8 times as often as unblocking ads. 68% of all clicks came from phones.
49%of ad clicks were for inspection and pipe repair
05 What we learned
Drain demand runs past business hours
One in three clicks came after 5pm, at nearly the same hourly rate as the working day. Drain ads should run when drains fail, not only when the office is open.
1 in 3ad clicks came after 5pm
01 / 05
Insights
What the data showed
Details from the Eagle Drains project. Open a card for the finding and its source.
Service01
49%
Almost half of the clicks were for drain inspection and pipe repair, not just unblocking.
Inspection and pipe repair49%
Clearing blockages51%
A blocked sink is the obvious drain search, but 49% of clicks went to ads for CCTV inspection, relining, patching and pipe replacement. For a drain-only business, diagnosis and repair earn a real place in the budget beside clearing.
Source and basis. Ad clicks grouped by the job each ad group targets, as a share of all clicks over the campaign’s run.
Search02
1.8×
Inspection and repair ads were clicked 1.8 times as often as unblocking ads.
Blockage-clearing ads1×
Inspection and repair ads1.8×
Inspection and repair ads won 34% of impressions but 49% of clicks. People searching for a camera inspection or relining were more ready to click an ad that named that exact job than people searching for a general unblock.
Source and basis. Click-through rate (clicks divided by impressions) for the inspection and repair ad groups, divided by the rate for the blockage-clearing ad groups, over the campaign’s run. Rounded down.
Timing03
1 in 3
One in three clicks came after 5pm, at nearly the same hourly rate as the working day.
8am to noon24%
Noon to 5pm43%
5pm to 10pm33%
Drain problems don’t keep office hours. With the ads running until 10pm, the evening drew clicks at nearly the same hourly rate as the working day, so the evening slot reached people when the problem showed up.
Source and basis. Ad clicks by the hour of the click, in three blocks of the schedule (account time zone), as shares of all clicks over the campaign’s run. The ads ran every day from 8am to 10pm.
Website development · Eagle Drains
We built their website, too.
Explore the website we designed for Eagle Drains: the pages, the mobile experience and the path to an enquiry.
Explore Eagle Drains’ website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Make inspection a distinct service subject — The CCTV inspection page introduces recurring or unclear drain problems as reasons to inspect the line. The specialist heading gives diagnosis its own place in the service journey.
01 / 02 · Make inspection a distinct service subject — The CCTV inspection page introduces recurring or unclear drain problems as reasons to inspect the line. The specialist heading gives diagnosis its own place in the service journey.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Eagle Drains
Eagle Drains is a drain-only business serving Sydney and the Illawarra, clearing blocked drains, jetting, inspecting by CCTV camera and relining pipes without digging.
Drain clearing, inspection and repair · Sydney, NSW
SoudCoh services
Google Ads management
Website design and landing pages
What we put in place
The campaign work
A dedicated Google Ads search campaign for drain work, separate from the main plumbing account.
Ad groups for each drain job, from blocked drains and toilets to CCTV inspection, relining, patching and sewer replacement.
Ads sending people to the matching drain page, with the call button and booking at the top.
A schedule running every day from 8am to 10pm.
What the project delivered
The outcome
A dedicated Google Ads search campaign for drain work, separate from the main plumbing account. Ad groups for each drain job, from blocked drains and toilets to CCTV inspection, relining, patching and sewer replacement.
Eagle Drains is a drain-only business serving Sydney and the Illawarra, clearing blocked drains, jetting, inspecting by CCTV camera and relining pipes without digging. A dedicated Google Ads search campaign for drain work, separate from the main plumbing account. Ad groups for each drain job, from blocked drains and toilets to CCTV inspection, relining, patching and sewer replacement.
The business
Eagle Drains is a drain-only business serving Sydney and the Illawarra. Its team clears blocked drains, jets lines, inspects them by CCTV camera and relines pipes without digging, with a fixed price agreed upfront. It runs as a separate brand from Eagle Plumbing, with its own website and its own advertising account.
What we set out to do
A blocked sink and a request to investigate a main drain start at different levels of detail. The campaign had to cover both without assuming the final diagnosis: clearing for the urgent problem, inspection for the recurring one, and repair for the damaged pipe. Each needed its own ads and its own page.
What we built
A dedicated search campaign holds an ad group for each drain job: blocked drains, toilets and sinks, sewers and main drains, stormwater, tree roots and hydro jetting on the clearing side; CCTV inspection, drain camera surveys, pipe relining, patching, no-dig repairs, pipe and sewer replacement and excavation on the inspection and repair side. Each ad names the job and sends people to the matching drain page. The ads ran every day from 8am to 10pm.
The CCTV inspection page gives diagnosis its own place, with booking and a call button at the top.
The campaign ran for about three and a half weeks. Over that run, 49% of ad clicks went to inspection and repair ads, and 68% of all clicks came from phones. 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.
Inspection and repair is a market of its own
Inspection and repair ads won 34% of impressions but 49% of clicks, a click-through rate 1.8 times that of the blockage-clearing ads. People searching for a camera inspection or relining were ready to click an ad that named that exact job. For a drain-only business, diagnosis and repair deserve their own budget, not just a line on the blocked-drain page.
Drain demand runs past business hours
One in three clicks came after 5pm, and the evening drew clicks at nearly the same hourly rate as the working day. Drains don’t block on a timetable, so the ads should run into the evening, with someone ready to answer.
How we measured it
Shares are of ad clicks over the campaign’s whole run, grouped by the job each ad group targets. Click-through rate is clicks divided by ad impressions. Hours use the account’s time zone. Eagle Plumbing’s main account is covered in the Eagle Plumbing Google Ads case study, and the two accounts’ figures are never combined.
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.
Key campaign decisions+
A dedicated Google Ads search campaign for drain work, separate from the main plumbing account.
Ad groups for each drain job, from blocked drains and toilets to CCTV inspection, relining, patching and sewer replacement.
Almost half of all ad clicks, 49%, were for drain inspection and pipe repair rather than clearing a blockage.
Inspection and repair ads were clicked 1.8 times as often as blockage-clearing ads.
Tags
Google Ads
Drain clearing, inspection and repair
Sydney, NSW
That is one account. Yours is a different one.
We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to plumbing businesses.
A dedicated Google Ads search campaign for drain work, with an ad group for each job: blocked drains, toilets and sinks, CCTV inspection, relining, patching, tree roots, jetting and sewer replacement. The ads send people to the matching drain page.
Why separate inspection and repair from unblocking?
They are different searches and different jobs. Someone with a slow sink wants it cleared today; someone with a recurring blockage may need a camera inspection or relining. Separate ad groups let each ad name the job the person searched for, and 49% of clicks went to inspection and repair.
When did people click the drain ads?
Across the whole day. One in three clicks came after 5pm, and the evening drew clicks at nearly the same hourly rate as the working day. The ads ran every day from 8am to 10pm.
How does this relate to Eagle Plumbing?
Eagle Drains is the drain-only brand and has its own advertising account. Eagle Plumbing’s main account is covered in a separate case study, and the figures from the two accounts are never combined.
What do the results in this Eagle Drains case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: Campaign delivery. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for plumbing businesses like mine?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
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Delivered: 19 service pages in seven groups, each opening with a Book this job card. 44 suburb pages, sorted into southern Brisbane, Logan and neighbouring suburbs.
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Alliance Plumbing: a plumbing website with an emergency menu and problem finder. See the design, service pages and enquiry experience.
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Delivered: 91 service pages in 18 families, under four trade menus and an Emergency menu. A What's going on? section with twelve everyday problems, the urgent ones in red.
Outcome: We built 91 service pages in 18 families, under four trade menus and an Emergency menu. We also added a What's going on? section with twelve everyday problems, the urgent ones in red.
Aussie Drains: a drain website with an interactive house map and problem finder. See the design, service pages and enquiry experience.
Aussie Drains is the drain-specialist sister brand of Aussie Plumbing, covering Sydney, the Central Coast and the Blue Mountains.
Delivered: 609 pages: 73 services in eight groups, 471 suburbs, 19 regions and 30 guides. Menus that start from the room, and a drain problems menu in everyday words.
Outcome: We built menus that start from the room, and a drain problems menu in everyday words. We also added an interactive house drain map and a four-question problem finder.
