01
Conversion Rate
10.25%
The conversion rate reached more than eight percentage points above the stated industry average.
SEO and Google Ads Case Study
DrainGo Plumbing Transforms Its Digital Performance
Nation Media partnered with DrainGo Plumbing to address a digital footprint that was not effectively driving traffic, engagement, or conversions.
Through a comprehensive strategy focused on SEO, content creation, website structure, keyword targeting, and Google Ads, DrainGo significantly expanded its online presence, generated more qualified leads, and improved performance across every major digital metric.
02
Online Lead Generation
+336%
Online lead generation increased through stronger search visibility and conversion-focused campaigns.
03
Peak Website Traffic
+181%
Peak traffic periods surged as optimized content and advertising reached more qualified customers.
04
Bounce Rate
-15%
Improved website structure and content reduced bounce rate and encouraged stronger visitor engagement.
Client story
Don’t just take our word for it
Home Services
We needed more calls, that happened. The website ranks well. We have more traffic. That's what we needed.
Phillip Stacey
DrainGo Plumbing Owner
About DrainGo Plumbing
DrainGo Plumbing is more than just a service provider—they are a trusted partner for homeowners and businesses alike. Their team of highly skilled professionals is equipped to handle everything from minor repairs to large-scale plumbing installations. DrainGo’s customer-centric approach ensures that every client receives personalized attention and solutions tailored to their needs. Operating across multiple locations, they bring high-quality plumbing expertise to a wide range of communities. By combining technical proficiency with a strong commitment to customer satisfaction, DrainGo has become a go-to resource for reliable and efficient plumbing services.
The challenge
In 2023, DrainGo faced several challenges in expanding its digital reach. Their website was underperforming, with limited visibility in search engines, high bounce rates, and low engagement metrics. The lack of targeted content and optimized SEO practices meant they were missing opportunities to connect with potential customers actively searching for plumbing services. Additionally, their Google Ads campaigns were not delivering cost-effective results, leading to wasted resources and subpar performance. DrainGo needed a comprehensive digital strategy to increase traffic, improve engagement, and convert visitors into paying customers while ensuring optimal use of their marketing budget.
Solutions
To address these challenges, Nation Media implemented a multifaceted approach designed to drive meaningful results:
1. SEO Optimization:
We conducted a full audit of DrainGo’s website and identified areas for improvement. By implementing targeted keyword strategies and optimizing metadata, we improved the website’s visibility on search engines. Additionally, we focused on building high-quality backlinks and ensuring the website adhered to technical SEO best practices.
2. Content Overhaul:
Nation Media revamped the website’s content, ensuring it was relevant, engaging, and aligned with user intent. We created new service pages, blog posts, and promotional content designed to resonate with the target audience and address their plumbing needs directly.
3. Google Ads Campaigns:
Our team developed data-driven advertising campaigns focused on maximizing ROI. By refining targeting, creating compelling ad copy, and optimizing bids, we reduced the cost per acquisition (CPA) and improved click-through and conversion rates.
4. Seasonal Promotions:
Leveraging user behavior data, we designed and executed seasonal promotional campaigns to capitalize on peak traffic periods. These promotions helped sustain engagement and drive significant traffic growth during key times of the year.
Google Ads
- Impressions: Draingo’s campaigns achieved 1,514,298 more impressions than typical campaigns in the plumbing industry, highlighting exceptional reach and visibility.
- Cost per Acquisition (CPA): The cost per conversion is $2.02 better than the industry average of $53.52, making your CPA $51.50. This showcases your campaigns’ cost efficiency in acquiring customers.
- Conversion Rate (CVR): The conversion rate is 10.25% higher than the industry benchmark of 2.35%, achieving an impressive 12.60%. This reflects strong performance in turning interactions into actionable conversions.
- Click-Through Rate (CTR): CTR (interaction rate) stood at 2.62%, slightly below the industry benchmark of 2.87%. While competitive, this indicates we took a lower CTR for higher conversions.
- Cost per Click (CPC): Draingo’s cost per click was $1.67 lower than the industry average of $8.67, achieving a CPC of $7.00. This demonstrates significant efficiency in driving traffic through ads at a reduced cost.
The Outcome
The partnership between Nation Media and DrainGo yielded exceptional results across all major metrics. Total active users increased by 85% year-over-year, from 1,175 in 2023 to 2,172 in 2024. The average weekly active users rose by 77%, reflecting a strong and consistent user base. Seasonal promotions were particularly successful, resulting in a 181% increase in peak traffic periods, showcasing the effectiveness of targeted campaigns.
Moreover, the bounce rate decreased by 15%, indicating that the website’s content was more engaging and relevant to visitors. This improvement not only kept users on the site longer but also increased the likelihood of conversions. The Google Ads campaigns were another standout success, achieving industry-leading cost efficiency with a $2.02 lower CPA and a $1.67 reduced CPC.
SERVICES USED
- Comprehensive Site Audit
- Site Architecture Analysis
- Load Time Assessment
- Mobile Responsiveness
- SEO Elements Review
- User Experience Assessment
- Website Design Overhaul
- Responsive Framework
- Technical Optimization
- CSS, JavaScript Minification
- Image Compression
- SEO Optimization
- Meta Tag Updating
- XML Sitemap Submission
Business impact
DrainGo’s enhanced digital presence has had a transformative impact on their business. The significant increase in website traffic and user engagement translated into more customer inquiries and higher conversion rates. Improved ad efficiency allowed DrainGo to maximize its marketing budget, achieving better results with less expenditure. These outcomes not only strengthened DrainGo’s position in a competitive market but also laid the foundation for sustained growth.
Through its partnership with Nation Media, DrainGo has become a prime example of how tailored digital strategies can drive measurable success and create lasting value. This case study underscores the power of collaboration and innovation in achieving exceptional business outcomes.
85%
increase in total active users
77%
rise in average weekly active users
181%
surge in peak traffic periods
15%
reduction in bounce rate
One partner, full funnel
Everything you need to grow, in one place
The same three-part system behind these results: a site built to convert, search visibility that brings buyers, and reporting that shows what’s working.
Build
A fast, mobile-first site and brand that turns visits into calls.
Rank
Local and technical SEO that puts you in front of buyers first.
Scale
Ongoing optimization and clear reporting, so growth compounds.
Keep learning
Guides and services behind these results
SEO resources
Web design resources
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