The Client
FreeFlow Environmental provides septic and sewer services across Northwest Indiana, the South Chicago suburbs, and Southwest Michigan. Their services include septic repair, septic restoration, pumping, trenchless sewer repair, and video inspection.
Operating with a significant monthly ad budget of approximately $40,000, FreeFlow is one of the largest home services advertisers in our portfolio — and one of the most demanding in terms of lead volume requirements.
The Challenge
Septic and sewer services have unique advertising challenges:
- Urgency-driven demand — when a septic system fails, the homeowner needs help immediately. Capturing that urgency in real-time requires always-on campaigns with aggressive bidding.
- Multi-state geo-targeting — serving three states with different service areas, pricing structures, and competitive landscapes
- Service variety — from routine pumping to emergency trenchless repair, each service type requires different keyword strategies and ad messaging
- Seasonal fluctuations — frozen ground in winter, flooding in spring, and general maintenance in summer create shifting demand patterns
Our Approach
- Service-specific campaign architecture — separate campaigns for septic repair, pumping, trenchless sewer, and video inspection to optimize messaging and bidding per service type
- Multi-region geo-targeting — tailored campaigns for each service area with region-specific ad copy and landing page URLs
- Emergency intent capture — high-priority campaigns targeting "emergency septic," "septic backup," and "sewer line broken" with accelerated bidding
- Call-focused optimization — phone calls are the primary conversion, optimized with call tracking, call extensions, and call-only ads during business hours
- Performance Max — capturing additional demand through Google's broader network while maintaining geographic precision
The Results
- 5,524 qualified service leads
- $1.17 million in total ad spend managed
- $212 average cost per lead — strong for emergency home services where job values typically range from $500-15,000+
- Multi-state coverage maintaining consistent lead flow across Indiana, Illinois, and Michigan
What the Client Says
"We need leads coming in every single day — our crews depend on it. Live PPC Ads has delivered consistently for years now. They manage our $40K monthly budget with the same attention to detail as our smaller accounts, and the lead quality has been outstanding. When our phone rings, it's a real customer with a real problem."
— Operations Director, FreeFlow Environmental
About This Campaign
Industry: Home Services — Septic & Sewer Platforms: Google Ads Account Duration: 2022 — Present (ongoing)