The Challenge
Our drainage client faced a dual problem common in the emergency home services sector: rising acquisition costs and significant budget waste on low-intent traffic. Their existing advertising efforts lacked both brand differentiation and strategic focus, resulting in expensive clicks that rarely converted into booked jobs. In the crowded drainage and plumbing market, where customers often can’t distinguish between providers and price becomes the default decision factor, they were blending into the background while hemorrhaging budget on poorly targeted campaigns. They needed more than incremental improvements; they needed a foundational transformation that would establish their market position while dramatically improving campaign efficiency.
Our Strategy
Edge Digital took an unconventional but highly effective approach by building a standalone brand specifically designed to support this campaign and differentiate them in a commoditized market. This new brand identity gave us a foundation to craft compelling messaging that resonated with customers facing drainage emergencies while establishing trust and credibility. With the brand framework in place, we conducted a complete teardown and rebuild of their ad account structure. Our team eliminated wasteful broad-match keywords and unfocused campaigns, replacing them with tightly themed ad groups built around high-intent search terms that indicated genuine customer need. We implemented negative keyword strategies to block irrelevant traffic, restructured bidding to prioritize conversion-focused keywords, and created ad copy that leveraged the new brand positioning to improve click-through rates and conversion quality simultaneously.
The Results
The combined impact of brand development and campaign optimization delivered exceptional results. Customer acquisition costs dropped by 28%, meaning the business could now acquire more customers with the same budget or maintain volume while significantly improving profit margins. Perhaps even more impressive was the reduction in wasted ad spend: by eliminating approximately 40% of budget waste through better account structure and keyword focus, we ensured that nearly every pound spent was reaching genuinely interested customers. The new brand identity improved ad performance metrics across the board, with higher quality scores leading to lower cost-per-clicks and better ad positions. The business transformed from competing solely on price in a crowded market to standing out as a recognizable, trustworthy choice that customers actively selected.
Conclusion
This drainage case study demonstrates Edge Digital’s holistic approach to growth that extends beyond simple campaign management. We recognized that sustainable improvement required both strategic brand positioning and technical advertising excellence. By building a distinctive brand identity and coupling it with ruthlessly efficient campaign structure, we created a competitive moat that delivers compounding advantages over time. Our ability to see the bigger picture while executing flawlessly on technical details is what separates Edge Digital from agencies that simply manage existing campaigns. If your home services business is ready to break free from the race to the bottom and build a sustainable acquisition advantage, Edge Digital has the strategic vision and execution capabilities to make it reality.