Service Pro Water Damage is a Snohomish County restoration company that handles emergency water damage mitigation, with sister company Carstens Construction managing full-service reconstruction — a meaningful differentiator in a market where most restoration contractors hand the rebuild off to a separate general contractor. Despite strong service capabilities, their Google Ads campaign was generating clicks without producing proportionate results.
After restructuring the campaign around higher-intent targeting and sharper messaging, the results flipped: conversion value grew 346% over a 90-day period while ad spend actually dropped 10%. Conversions rose 47%, clicks nearly doubled, and cost per conversion fell 39%.
The Challenge
Water damage restoration is one of the most time-sensitive categories in local paid search. A property owner with a flooded basement or burst pipe is not browsing — they are searching with urgency, and they will call the first credible result they find. That dynamic makes Google Ads a natural fit for restoration companies. It also makes campaign inefficiency expensive.
In the prior 90-day period, the campaign was generating traffic — 273 clicks — but converting those clicks poorly. Only 17 conversions were recorded across that entire period, and the conversion value produced was far below what the spend justified. Three problems were driving the underperformance:
- Keywords were too broad. The campaign was attracting a mix of high-intent and low-intent searchers, driving clicks that didn’t convert.
- Ad messaging undersold the differentiator. Copy wasn’t communicating the end-to-end restoration-and-construction advantage that sets Service Pro Water Damage apart from single-trade contractors.
- Budget was misallocated. Spend was distributed across segments without weighting toward the highest-performing combinations, leaving efficiency on the table.
The Approach
The engagement began with a diagnostic review of the campaign’s structure, keyword strategy, ad creative, targeting settings, and conversion tracking — establishing a clear picture of what was working before making changes.
Keyword Refinement
Targeting was concentrated on higher-intent search queries — terms indicating a property owner is actively dealing with water damage and needs immediate help. Broader, lower-intent keywords generating unqualified clicks were reduced or removed. The results speak directly to this change: clicks nearly doubled even as spend decreased, meaning the restructured campaign was reaching a larger qualified audience more efficiently.
Ad Creative and Messaging
Ad copy was rewritten to lead with the company’s core competitive advantage: handling both the emergency mitigation and the full reconstruction, eliminating the friction of multiple contractors. Messaging built around urgency, local availability, and end-to-end service converts better with high-intent searchers.
Conversion Tracking and Budget Efficiency
Conversion tracking was reviewed and improved to ensure high-value inbound actions were being captured accurately. Budget allocations were then reweighted toward the segments that were actually producing results. Total spend decreased by roughly 10% while every performance metric improved.
The Results
Comparing the most recent 90-day period to the prior 90-day period:
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion Value | $1,502 | $6,701 | 346% increase |
| Conversions | 17 | 25 | 47% increase |
| Ad Spend | $11,234 | $10,061 | 10% decrease |
| Clicks | 273 | 535 | 96% increase |
| Cost Per Conversion | $660.84 | $402.45 | 39% decrease |
The relationship between spend and value tells the clearest story. In the prior period, each dollar spent returned roughly 13 cents in tracked conversion value. In the recent period, the same dollar returned approximately 67 cents — a fivefold improvement in return efficiency from a smaller investment.
What This Means
For a restoration and construction company where a single job can represent significant revenue, the improvement in conversion volume and value translates directly into more qualified opportunities, more jobs to estimate, and more revenue potential from a lower monthly ad investment. Service Pro Water Damage now has a paid search foundation aligned with its actual competitive strengths — and the efficiency data to scale spend with confidence as results continue to accumulate.
Is your restoration or home services business spending on paid search without a proportionate return? Get in touch with Logic Inbound.
