Why Drainage Companies Cannot Afford to Ignore Google Ads
When someone has a blocked drain at 10pm on a Sunday, they do one thing: search Google. There is no leaflet checking, no asking neighbours for recommendations, no browsing Facebook. They need someone now, and they will call the first company that appears with a credible ad and answers the phone.
Drainage is arguably the single best trade for Google Ads. The combination of genuine urgency, inability to DIY, high willingness to pay, and 24/7 demand makes it an ideal fit for paid search advertising. Companies that get their Google Ads right in this space typically see some of the strongest returns of any trade.
Emergency Keywords: Your Bread and Butter
Emergency drain searches make up a significant portion of total drainage search volume, and they convert at exceptionally high rates because the searcher has an immediate, pressing problem.
Core Emergency Keywords
| Keyword | Typical UK CPC | Conversion Rate | Avg Job Value |
|---|---|---|---|
| "blocked drain emergency" | £4.00 – £8.00 | Very high | £100 – £300 |
| "emergency drain unblocking" | £4.00 – £8.00 | Very high | £100 – £300 |
| "blocked drain near me" | £3.00 – £6.00 | High | £80 – £250 |
| "24 hour drainage engineer" | £3.50 – £7.00 | Very high | £150 – £400 |
| "drain unblocking service" | £2.50 – £5.00 | High | £80 – £200 |
| "blocked toilet plumber" | £2.00 – £4.00 | High | £80 – £200 |
| "sewage backup emergency" | £3.00 – £6.00 | Very high | £200 – £500 |
Yes, the CPCs are high compared to some trades. But look at the conversion rates and job values. A single emergency callout at £150-£300 easily pays for 20-30 clicks. And many of these calls come outside normal hours when you can charge premium rates.
Specific Blockage Keywords
People often search for their specific problem. These long-tail keywords convert well:
| Keyword | Typical UK CPC |
|---|---|
| "kitchen drain blocked" | £2.00 – £4.00 |
| "outside drain blocked" | £2.00 – £4.00 |
| "shower drain blocked" | £1.50 – £3.00 |
| "manhole overflowing" | £2.50 – £5.00 |
| "sink not draining" | £1.50 – £3.00 |
| "bath draining slowly" | £1.00 – £2.50 |
| "drain smell in house" | £1.50 – £3.00 |
Call-Only Campaigns: The Perfect Format for Drainage
Call-only campaigns are designed for one purpose: getting your phone to ring. No website visit, no form filling — just a tap-to-call ad that connects the customer directly to you.
Why Call-Only Works for Drainage
Speed of conversion. The customer has an emergency. They see your ad, tap the phone number, you answer, they book. The entire process takes 60 seconds.
Higher conversion rates. Call-only ads typically convert 2-3x better than standard text ads for emergency services because they remove the friction of visiting a website.
Better lead quality. Someone who calls has strong intent. They are not casually browsing — they have a blocked drain and they want it fixed.
Setting Up Call-Only Campaigns
Headline structure:
- Headline 1: "Blocked Drain? Call Now"
- Headline 2: "24/7 Emergency Drainage in [City]"
- Description: "Fast response across [County]. Blocked drains, sewage, CCTV surveys. No call-out charge. Fixed prices. Call to speak to an engineer."
Call tracking: Use Google's call forwarding number to track which keywords generate calls. This data is essential for optimisation.
Call handling: The effectiveness of call-only campaigns depends entirely on whether you answer the phone. If calls go to voicemail, you are paying for clicks and getting nothing. Consider an answering service for out-of-hours calls if you cannot always pick up.
Running Ads 24/7: The Logistics
Drainage is a 24/7 business, and your ads should match. But running ads around the clock requires some thought:
Ad Scheduling Strategy
| Time Period | Bid Adjustment | Rationale |
|---|---|---|
| Mon-Fri 8am-6pm | Standard (no adjustment) | Normal business hours, standard rates |
| Mon-Fri 6pm-10pm | +20% to +30% | Evening demand, less competition |
| Mon-Fri 10pm-8am | +30% to +50% | Overnight emergencies, premium callout rates |
| Saturday 8am-6pm | +10% to +20% | Weekend demand, some competitors offline |
| Saturday evening – Sunday | +30% to +50% | Peak emergency period, maximum premium |
These bid adjustments reflect the fact that emergency callouts outside normal hours typically command premium rates (£50-£100+ extra), so paying more per click is justified.
Out-of-Hours Ad Copy
Change your ad copy for out-of-hours periods. During evenings and weekends, use messaging like:
- "Available Right Now — 24/7 Emergency Drainage"
- "No Extra Call-Out Charge After Hours" (if applicable)
- "Engineer on Call Tonight in [City]"
Planned Drainage Work Keywords
Not all drainage work is emergency-based. CCTV drain surveys, drain relining, septic tank services, and planned maintenance represent steady, higher-value work.
Planned Work Keywords
| Keyword | Typical UK CPC | Job Value |
|---|---|---|
| "CCTV drain survey" | £2.00 – £4.00 | £100 – £300 |
| "drain relining cost" | £2.00 – £4.00 | £500 – £3,000 |
| "septic tank emptying" | £1.50 – £3.00 | £150 – £300 |
| "drain repair near me" | £2.50 – £5.00 | £200 – £2,000 |
| "soakaway installation" | £2.00 – £4.00 | £500 – £2,000 |
| "homebuyer drain survey" | £2.00 – £3.50 | £200 – £400 |
| "collapsed drain repair" | £3.00 – £6.00 | £1,000 – £5,000 |
| "drain jetting service" | £2.00 – £4.00 | £100 – £300 |
CCTV Surveys Deserve Their Own Campaign
Drain surveys are a fantastic entry point for larger work. A £150 CCTV survey often reveals issues that lead to £1,000-£5,000 in repair work. Run a separate campaign for survey keywords and treat each survey as an opportunity to upsell.
Landing Page Requirements
For Emergency Pages
- Phone number absolutely massive at the top of the page — this is the single most important element
- "We're available now" messaging with current time integration if possible
- Response time guarantee — "On-site within 60 minutes" if you can deliver
- Fixed pricing or "no call-out charge" — removes customer hesitation
- Service area map — shows them you are genuinely local
- Trust signals — WaterSafe, NADC membership, Checkatrade rating
For Planned Work Pages
- Service descriptions with clear pricing guidance
- CCTV footage examples (with customer permission) — these are fascinating to potential customers
- Process explanation — what happens during a drain survey, how relining works
- Before and after case studies of major drain repairs
Negative Keywords
Drainage campaigns need careful negative keyword management:
- "DIY" and "how to unblock" — people trying to fix it themselves
- "drain rods" and "plunger" and "drain unblocker" — product searches
- "jobs" and "engineer vacancy" and "drainage labourer" — job seekers
- "courses" and "training" — career development
- "drainage board" — kitchen product
- "land drainage" and "field drainage" (unless you offer this) — agricultural
- "French drain DIY" — DIY project
- "drain cover" and "drain grate" — product purchases
Campaign Structure Summary
| Campaign | Budget % | Ad Type | Schedule | Key Metrics |
|---|---|---|---|---|
| Emergency Blocked Drains | 40% | Call-only | 24/7 | Calls, cost per call |
| General Drainage Services | 25% | Text + call extensions | Business hours + evenings | Calls + forms |
| CCTV Surveys | 20% | Text ads | Business hours | Form submissions |
| Planned Repairs/Relining | 15% | Text ads | Business hours | Form submissions |
Budget Expectations
Drainage is a higher-CPC market but with correspondingly higher returns. Having a website that converts is essential to make those expensive clicks worthwhile:
| Business Size | Daily Budget | Expected Calls/Day | Monthly Revenue Potential |
|---|---|---|---|
| Solo engineer, one city | £20 – £30 | 2-4 | £3,000 – £6,000 |
| Small team, county-wide | £40 – £60 | 4-8 | £6,000 – £15,000 |
| Established, multi-area | £60 – £100 | 8-15 | £15,000 – £30,000+ |
The key metric to watch is cost per booked job, not cost per click. A £6 click that leads to a £200 emergency callout is an outstanding return, even if the CPC feels high in isolation. For a broader look at whether the numbers stack up, read our guide on whether paying for Google Ads is worth it.
Get Your Free Drainage Ads Audit
If you are already running Google Ads, we can almost certainly help you get more calls for less money. If you are not running ads yet, you are leaving emergency callouts on the table for your competitors. Either way, get in touch for a free audit and we will show you exactly what is possible.
Visit our blog for more industry-specific Google Ads guides.
Explore by Area
Drainage Engineers: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham
Browse all trades: Drainage Engineers