Basement waterproofing is a highly skilled trade, and most homeowners and business owners will use the internet to find trusted local contractors for their waterproofing needs.

Using Google Adwords as a lead generation tool is a fantastic way to grow your waterproofing business. Here is a detailed look at how we help local waterproofing companies with lead generation.

A couple of background points:

  • Google Search Likelihood: High
  • Decision Making Process: Moderate
  • Key Selling Points: Experienced, long-lasting solution, reliable, reasonable cost
  • Competition Index: Moderate
  • Invoice Range: $2k – $5k+

Characteristics of an Ideal PPC Advertiser:

  • Strong website with good images
  • Highly experienced
  • Licensed and insured
  • Multi-service

Consumer Avatar & Psychology (ideal prospects):

  • Homeowners interested in basement waterproofing have likely found out the hard way that they need it
  • In many cases, homeowners will be proactive about getting this taken care prior to wet weather seasons.
  • Homeowners are aware that this will be a significant expense in most cases and therefore must feel as though they can trust the company they use – they only want to do this once
  • A homeowner is likely to want to have all of their options explained to them in order to make the best decision.

Buyer Anti-Avatar (not ideal prospects):

These are people we don’t want to advertise to.

  • DIY’ers

Geographic Targeting:

  • Limited only by where business is willing to travel
  • Local competition should be researched when determining service area



Case Study Metrics:

  • We were tasked with an aggressive goal of 20%, compared to the 10-15% average
  • Client is using our landing page (LP). Other clients in our portfolio not using our LPs have a much lower conversion rate.
  • GOAL: 20% Conversion Rate
  • PERFORMANCE: 28%+ Conversion Rate Over the Last 90 days
    • We achieved a 33% conversion rate in the first month
    • Last month we increased leads by 80% over our first month of management
    • We have increased our CPCs by 30% over the last 90 days



Recommended Campaign Focus:

  • General – Search
    • Basement Waterproofing Company
    • Basement Waterproofing
    • Wet Basement Repair
    • Basement draining
  • Foundation Repair – Search
    • Foundation repair
    • Cracked foundation
  • Other Services (Optional)
    • Crawl Space
    • Sump Pump
  • Remarketing

Recommended Media Budget:

  • $2000/mo. recommended, $1000/mo minimum.
  • Can scale based on services offered/geography/volume.

Best practices:

  • Answer the phone every time – missed calls = missed opportunity
  • Respond to email inquires within 30 minutes max
  • Be polite and courteous
  • Get the person to commit to the in-home estimate
  • Avoid giving any price info over the phone
  • Reinforce experience and value vs. competition
  • Clearly communicate the date & time of the appointment
  • Don’t leave the prospect hanging – they will call someone else
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