Franchises run the big budgets
National waterproofing brands bid on every search in your state. Independents win on the inspection appointment, the local reviews and the phone being answered, not on outbidding them.
It rains, the phone rings, the franchises bid. Be ready before the storm, not after.
Waterproofing leads come in bursts. A heavy rain, a spring thaw, a home inspection that turns up a damp wall. Clicks cost $15 to $40 and the franchise networks (Basement Systems, Groundworks) bid year-round on every variation, while half the searches are people looking for a bucket of DryLok.
We build campaigns by problem and solution, scale budget up when the weather turns, cut the sealant and DIY searches, and track every inspection to a signed contract.
Systems from $4k to $20k. The upside is real. So is the waste, and here’s where it usually comes from.
National waterproofing brands bid on every search in your state. Independents win on the inspection appointment, the local reviews and the phone being answered, not on outbidding them.
“Basement waterproofing paint” and “DryLok vs Kilz” are $40 problems. They look like your keywords and Google is happy to charge you for them.
Three dry weeks, nothing. Two days of rain, the phone melts. A flat daily budget misses the flood and overspends in the drought.
Campaigns by symptom and fix: Wet basement, foundation crack, sump pump install and replacement, interior drain tile, exterior membrane, crawl space. Each with its own bids and a page that explains the fix.Budget follows the forecast: Rain and thaw in the forecast means bids go up the day before. We run the schedule, you run the crews.Negatives for the hardware aisle: Paint, sealant, DryLok, dehumidifier, DIY, “how to”, rental pumps. Cut every week.Track to the signed job: Call tracking plus your CRM (JobNimbus, MarketSharp, Salesforce if you’re a franchise) so Google learns from signed systems, not inspection requests.Examples from basement waterproofing accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Plan on $4k to $10k a month in a wet-climate metro, with room to push higher in rainy weeks. Dry regions need less, and the season may only run a few months.
No. One waterproofing company per metro. The weather-based bidding and the negatives list are yours alone.
Yes. We tie budget and bid changes to the forecast and to real-time call volume, so you are the ad that shows when the basement is actually wet.
Clicks at $30 to $80. Materials and crews eat most of the job. The ads can’t afford to miss.
How we run it →A small niche with a lot of Amazon in it. Precision matters more than budget.
How we run it →Lead vendors sold you the same name three times. Your own ads don’t.
How we run it →A $500 job with a $100 material cost. Volume is the whole business, and so is the schedule.
How we run it →Talk to a senior PPC expert who has run basement waterproofing accounts. Never a junior.