We began by analyzing historic campaign data, identifying that “septic tank pumping” was the highest-intent and most profitable keyword. Instead of keeping dozens of service terms live, we consolidated the ad groups to focus almost entirely on this winner. From there, we rebuilt the landing experience in Framer, ensuring lightning-fast load times with Cloudflare caching. The hero headline “Backing Up? We Got Your Back” was pinned as the first thing visitors saw, paired with a large call button and a sticky footer with a tap-to-call action. We restructured campaigns into two buckets—emergency vs routine services—and segmented by geo (Canton vs multi-city) to match local demand.

Conversion tracking was upgraded with GA4 phone event imports, ensuring every call was logged. We then switched bidding to Max Conversions, optimizing exclusively for phone calls, while negative keywords were layered in to prevent wasted spend. Finally, we ran a CRO sweep to add credibility markers like trust badges, testimonials, and a proof strip showing customer satisfaction. The end result was a lean, hyper-focused funnel designed to get distressed homeowners connected to Cody’s team as quickly as possible.