Service searches versus product searches
Drain searches split between people who want a technician and people who want a bottle, a snake or a home remedy. The gap shows in the data: "best drain cleaning" draws 1K to 10K searches yet tops out at $6.09, while every service-sounding variant sits far higher. Keep "best" queries out of your campaigns unless they include a service word, and build negatives for chemical brands, enzyme treatments, plungers and auger rentals.
Local Services Ads: a drain category in two states
Google's US Local Services Ads list includes a Drain expert category available only in California and Florida. In those states, a drain specialist can run its own pay-per-lead listing with the Google Verified badge. Elsewhere, drain work generally runs under the Plumbers category. Either way, keep a Search campaign for hydro jetting, camera inspections and commercial work.
Main lines, kitchens and commercial accounts
A slow kitchen sink and a sewer backup are different jobs with different tickets. Main line clogs, hydro jetting and camera inspections are the high-value services, and the inspection often leads to a sewer repair quote. Restaurants with grease lines and property managers with multi-unit buildings bring recurring work and deserve their own campaign, scheduled on weekdays.
Expensive local clicks
"local drain cleaning" is small (100 to 1K searches) but reaches $101.99 at the top of the range, and "drain cleaning company" $90.33. At those prices, use exact match on the core terms, run ads only when calls are answered, and send traffic to a page with a click-to-call button above the fold. A call asset on every responsive search ad keeps the phone one tap away on mobile.
Track calls and upsells
Count calls over 60 seconds, then log which ones became jetting, inspections or sewer repairs, and upload those as higher-value offline conversions. A $150 sink clog and a sewer line replacement should not teach Smart Bidding the same lesson.
