The targeting is wrong by default
Google happily shows your ad to apartment dwellers on city water. Well customers live on specific roads outside town. A metro-wide radius wastes a third of the budget before anyone calls.
No water, no shower, no coffee. They will hire the first company that answers.
A well pump failure is the purest emergency in home services. The house has no water, the searcher is on a phone in the driveway, and there are maybe four real well companies within an hour. Yet most well drillers run no ads, or a generic campaign that also shows up in the city where nobody has a well.
We draw the service area around actual well country, build campaigns for the no-water call and the pressure tank job, and track every call to a dispatched truck and a paid invoice.
Repairs from $600 to $5,000, new wells much more. The upside is real. So is the waste, and here’s where it usually comes from.
Google happily shows your ad to apartment dwellers on city water. Well customers live on specific roads outside town. A metro-wide radius wastes a third of the budget before anyone calls.
“Well pump pressure switch” and “how to prime a well pump” are handy people with a multimeter. They click, they watch a video, they do not call.
Pumps die on Saturday morning when everyone is home. A budget that ran out Friday at noon leaves the weekend to whoever is still showing.
Geofence the well country: Zip codes and townships drawn from your own job history, with city centers cut out. Fewer clicks, far more of them from houses that actually have a well.Emergency and planned work in separate campaigns: No water, low pressure, cloudy water and short cycling get the urgent bids. Pressure tank replacement, well inspection for a home sale and water testing get steadier, cheaper ones.Negatives for the handy crowd: Parts, wiring diagrams, Tractor Supply, “how to”, “cost of a new well” from people in the dreaming stage. Trimmed weekly.Track the invoice, not the ring: Call tracking with recordings, plus Jobber, Housecall Pro or whatever runs your dispatch, so Google bids toward paid jobs.Examples from well pump repair 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.
Smaller than most trades. $1,500 to $4,000 a month covers most rural service areas because the competition is thin and the targeting is tight. We would rather you add a second truck than a second thousand dollars of clicks.
In well country, yes. The volume is low but every search is an emergency with a known ticket, and there are rarely more than three advertisers. Low volume with high intent is exactly where PPC pays.
No. One well pump company per metro or county cluster. With this few advertisers, bidding you against another client would be pointless and a little embarrassing.
Your best customer pays every quarter for years. Let’s go get that one.
How we run it →Honest companies lose the click to scammers every day. Here’s how to stop that.
How we run it →Someone is locked out right now. They’re calling the first number they see.
How we run it →Every search is an emergency. Every click comes from a phone. Build for that.
How we run it →Talk to a senior PPC expert who has run well pump repair accounts. Never a junior.