Drain Express also faced significant website SEO challenges. The site had numerous technical issues that slowed down its performance, affecting load speeds and overall user experience. Many of the existing pages were not fully optimized for SEO, meaning they weren’t effectively targeting competitive or relevant keywords. The website’s user interface was not optimized for smooth navigation, leading to a higher bounce rate and a less engaging user experience. Furthermore, the site lacked a clear keyword strategy, leaving much of its content underutilized in terms of SEO potential. These issues hampered the site's ability to rank higher on search engines and attract more organic traffic.
Drain Express
Canada
About company
70+ leads/month for Drain Express
Drain Express - a leading and trusted company, operating for over 20 years in Toronto, Ontario. They provide top-quality plumbing, drain, waterproofing, sump pump, and other services for residential and commercial locations. They have used Google Advertising for years before switching to cooperation with Webugol.
Services provided
Google Ads
Drive targeted traffic with optimized campaigns
Local seo
Boost local presence with effective tactics
Website SEO
Improve search rankings with expert optimization
Projects details
Business Description:
Drain Express is a professional plumbing and drainage service provider that specializes in offering fast, efficient, and reliable solutions for both residential and commercial clients. The company is committed to providing high-quality services, including drain cleaning, maintenance, repairs, and emergency services. With a focus on customer satisfaction and the use of advanced technology, Drain Express has built a reputation for delivering timely and effective plumbing solutions. The business operates in a specific service area and aims to make sure that local customers can easily find and access their services when needed.
Local seo
Website seo
Google Ads
Customer Needs:
- improve visibility within their service area
- increase local search rankings
- attract more local customers
Challenge:
Drain Express faced several local SEO challenges, including poor visibility in local search results, making it difficult for potential customers in their service area to find them. The Google My Business profile was under-optimized, limiting the business's chances of appearing in local searches, particularly in the local pack. There was also a lack of locally-focused content, which made it harder to engage the local community and target geographically relevant keywords. Additionally, the business lacked high-quality local backlinks, which are essential for improving local search rankings and establishing credibility within the service area.
Solutions:
- We optimized the Google My Business profile to ensure it provided all relevant information, such as business hours, services offered, location, and customer reviews.
- Regular updates, posts, and engagement were initiated to keep the profile active and relevant to local searchers.
- We incorporated location-specific keywords into Drain Express’s SEO strategy, targeting terms related to plumbing and drainage services in their service area.
- The website’s content was adjusted to emphasize local keywords that resonated with the target audience.
- We created content focused on local events, customer testimonials, and case studies to connect with the community.
- Service pages were optimized for local searches to improve local search rankings for specific services offered in different locations.
- A focused effort was made to acquire backlinks from local businesses, organizations, and relevant local websites to boost domain authority.
- We targeted local directories and local community websites to further enhance local credibility.
Results:
- Drain Express now ranks higher in local search results, including the Google Local Pack, which significantly boosted local visibility.
- The business saw an increase in rankings for location-specific keywords, making it easier for local customers to find Drain Express.
- The optimized Google My Business profile and locally focused content led to better engagement with customers in the service area.
- The backlink strategy improved local authority, helping Drain Express gain trust from local audiences and search engines alike.
Customer Needs:
- improve their website's visibility
- improve performance on search engines
- attract more organic traffic
- optimize the site for both users and search engines
Challenge:
Solutions:
- A full technical audit was conducted to identify and resolve errors that were affecting site speed, crawlability, and overall performance.
- We ensured that the website was mobile-friendly, had proper redirects in place, and that its structure was optimized for search engines.
- We refined the meta descriptions, title tags, and headers across the website, ensuring that each page was optimized for relevant keywords.
- Alt text for images and internal linking strategies were implemented to improve both accessibility and SEO performance.
- The website's design and navigation were optimized to improve user experience. We streamlined the user interface and ensured that visitors could easily find the services they were looking for.
- A focus was placed on improving page load speeds to reduce bounce rates and keep users engaged.
- We compiled a semantic core and developed a keyword strategy to target high-value terms. The website content was optimized to include these keywords, boosting the site’s visibility.
- We also implemented a plan to create fresh, SEO-optimized content such as blog posts, articles, and service pages, to better connect with the target audience.
Results:
- Website traffic increased by 612%, as the improved SEO strategies attracted more visitors from organic search.
- The website now ranks higher for competitive keywords, improving its visibility and search engine results page (SERP) performance.
- Enhancements in UX, mobile optimization, and site performance contributed to a better user experience, which resulted in lower bounce rates and longer visit durations.
- The content optimization strategy, along with the creation of engaging blog posts and pages, helped Drain Express attract a larger and more relevant audience, driving more conversions.
Customer Needs:
- drive more conversions while reducing the cost per acquisition.
- enhance the overall performance of their ads
- increase the number of tracked conversions and call
Challenge:
The website was built on a restrictive template editor with limited content and poor indexing, making SEO ineffective in the short term. Immediate results were needed, requiring a conversion-focused ad strategy.
Solutions:
- We began by shifting focus entirely to Google Ads, given the website’s technical limitations for SEO.
- To enhance lead generation, we separated services—plumbing, drain, and others—into distinct landing pages to improve user experience and conversion rates.
- Standard A/B testing was used to finalize the highest-converting page layout.
- Conversion tracking tools were integrated, including call and form submission tracking.
- A search campaign was launched with a CAD 350 daily budget (+25% max).
- Within the first month, the campaign brought 1.9k clicks, 75 tracked conversions, and 83 calls.
- The website’s conversion rate reached 8%, with a cost per lead of approximately CAD 120.
- Performance metrics showed strong results: 29.8% absolute top-of-page rate, 68.7% top-of-page rate, and 40% impression share.
- To refine the campaign, we cleaned non-relevant search terms (208 negative keywords) and limited ad visibility to the target region.
- These steps ensured better alignment with user intent and reduced wasted spend.
Results:
- The campaign produced rapid results: nearly 160 qualified leads in the first month with a strong conversion rate and competitive ad positioning. The Google Ads strategy delivered top search rankings while keeping cost per lead at CAD 120. Strategic keyword cleanup and local targeting further improved ROI and campaign quality.
Business Value:
Drain Express offers exceptional value to its customers by providing reliable, high-quality plumbing and drainage services at competitive prices. Their commitment to fast, efficient service means that customers can rely on them for quick resolutions to urgent issues. The business’s value lies in its ability to solve complex drainage problems swiftly, ensuring that clients can get back to their daily routines with minimal disruption. Additionally, Drain Express’s focus on local SEO and web optimization ensures they maintain a strong online presence, making it easier for local customers to find and engage with their services. By continually improving both their digital footprint and customer experience, Drain Express maximizes convenience and accessibility for its target audience.
