Focus on High-Intent Keywords
Targeting search terms that show strong buying intent leads to better conversions and reduces wasted ad spend.
The company was still building brand recognition in a relatively small geographic area. Because services were limited to a specific service radius, scaling the campaign without wasting budget required careful targeting.
Septic-related keywords are highly competitive and often searched during emergencies. Some clicks were costing more than $20, making it important to control bidding and avoid unnecessary spending.
The service area covered approximately a 35-mile radius, which naturally limited the total number of searches available. Maximizing the value of every impression and click became essential for campaign success.
As a new advertiser, the campaign initially struggled to compete with established local businesses that already had an ad history and strong visibility in search results.
Because of the high CPC and limited market size, the campaign had very little room for trial and error. Every decision had to focus on generating qualified leads rather than simply increasing traffic.
Generating a high number of clicks was not the primary goal. Instead, the focus was on attracting customers who were ready to book a service, ensuring that each click had a higher chance of converting.
Increase the number of people visiting the website through paid ads.
Improve how many people click on ads after seeing them.
Turn more clicks into actual calls or service bookings.
Reduce the cost needed to get each lead or customer.
The campaign started with detailed research into local search demand, competitor advertising strategies, and average cost-per-click trends within the target service areas. This helped identify what customers were actively searching for, which keywords competitors were targeting, and where better opportunities existed to capture high-intent traffic more efficiently.
Instead of running one broad campaign, separate ad groups were created around specific septic services such as pumping, inspections, maintenance, and emergency support. This structure improved keyword relevance, made ads more targeted, and helped users land on the most relevant pages based on their search intent.
Keyword targeting focused mainly on searches that showed strong buying intent and immediate service needs. High-performing keywords related to septic services and local intent were prioritized, while expensive or low-converting keywords were paused or removed to improve campaign efficiency and lead quality.
Search term reports were reviewed regularly to identify irrelevant searches that were wasting advertising spend. Negative keywords were added continuously to block low-intent traffic and improve the overall quality of clicks coming through the campaigns.
Campaign targeting was refined to focus only on the primary service areas where actual customers could be served. Locations outside the business radius were excluded to avoid unnecessary clicks and ensure the budget was spent on users most likely to convert into leads.
Ad copy was written with a strong focus on urgency, reliability, and local service to encourage users to take immediate action. Call extensions and additional ad features were added to make it easier for users to contact the business directly from the search results, helping improve click-through rates and lead generation.
VS PREVIOUS PERIOD
PPC
Targeting search terms that show strong buying intent leads to better conversions and reduces wasted ad spend.
In smaller service areas, careful location targeting and bid adjustments help maximize every advertising dollar.
Clear and urgency-driven ad copy increases the likelihood that users will call immediately when they need help.
Successful PPC campaigns require ongoing monitoring, keyword adjustments, and performance optimization to improve results over time.