Nearly Double the Leads. Half the Cost.
How REALTOP helped a well pump service company generate 93% more leads while cutting its Google Ads cost per lead by 49%—without increasing advertising spend.
Grow Your Leads
When the Water Stops, Every Call Matters.
For homeowners relying on private wells, a failed pump can mean losing access to water entirely. Finding a reliable repair company quickly becomes a priority.
This New England company provides well pump repair, installation, well tank services, and sump pump solutions throughout Massachusetts, Connecticut, and Rhode Island.
REALTOP's objective was to capture more urgent service inquiries, lower the cost of each lead, and manage advertising across two distinct regional markets.
The goal wasn't simply to buy more traffic. It was to turn existing advertising investment into more meaningful customer inquiries.
From $192 to $97 Per Lead.
Average cost per lead
Average cost per lead
Comparison uses the immediately preceding six-month period, not the same months last year. Seasonal demand may influence results.
A Stronger Spring. A More Productive Summer.
Monthly tracked leads during the April–September 2026 reporting period.
Reaching Homeowners When Water Systems Fail.
REALTOP aligned campaigns with the repair and installation services customers were actively searching for.
Illustrative industry photography. Images do not represent the client's actual projects or equipment.
Built Around Urgency, Location, and Intent.
Separate Regional Campaigns
REALTOP structured campaigns separately for Massachusetts and Connecticut/Rhode Island, allowing each market to maintain its own budget.
Repair-First Ad Groups
Campaigns focused on well pump repairs, installations, tanks, and emergency services.
303 Targeted Keywords
Keywords included well pump service company, well pump service and repair, pump repair service, and local well pump service.
Emergency-Focused Messaging
Ads emphasized urgent service needs with messaging about 24/7 emergency support, same-day repair, and restoring water access.
Expanded Service Visibility
Sitelinks and snippets highlighted well pumps, well tanks, sump pumps, sewer pumps, and condensate pumps.
Meaningful Lead Tracking
REALTOP tracked calls from ads, website calls, and lead forms to evaluate customer inquiries rather than simple clicks.
Two Markets. One Clear Goal.
Separate Search campaigns allowed REALTOP to manage geographic demand without combining every service area into a single budget.
Massachusetts
Dedicated Search campaign focused on local well pump repair and installation demand.
Connecticut & Rhode Island
Separate Search campaign supporting emergency repairs and other pump services across CT and RI.
Each campaign accounted for approximately half of the reported advertising spend. Google Ads recorded 128 and 129 conversions respectively.
Messaging That Speaks to the Emergency.
The ad messaging focused on the homeowner's immediate problem: getting water running again.
No Water? Don't Panic. Emergency well pump repair services are here to help. Fast, same-day service to diagnose and fix well pump issues.
Illustrative ad preview based on campaign messaging. Not a live Google Ads screenshot. Client branding has been removed.
The Searches Generating Leads.
Selected phrase-match keywords from the campaign. Bar lengths represent tracked lead volume.
Values show tracked leads and average cost per lead. The source report includes additional keyword entries, including repeated terms from separate campaign segments.
More Efficiency. More Opportunities.
Lead volume rose from 133 to 257 without increasing total spend.
Emergency-focused ads aligned with how homeowners search when their water stops.
Average cost per lead declined from $192.30 to $97.19.
Google Ads for Well Pump Companies.
Can Google Ads generate emergency well pump calls?
Google Search Ads can help well pump companies reach homeowners actively searching for urgent repairs. In this case study, the account generated 257 tracked leads during April–September 2026.
How much did cost per lead improve?
Cost per lead declined from $192.30 to $97.19, a reduction of approximately 49% compared with the previous six months.
Did the company increase its advertising budget?
No. Total advertising spend declined slightly, from $25,575 to $24,979, while tracked leads increased by 93%.
Why run separate campaigns for different states?
Separate regional campaigns allow advertisers to manage budgets and performance for distinct service areas. This account separated Massachusetts from Connecticut and Rhode Island.
What counts as a tracked lead?
The report tracks meaningful customer actions, including calls from ads, website calls, and lead forms. Basic phone taps, directions clicks, and page views were excluded.
Turn More Searches Into Real Customer Calls.
REALTOP builds performance-focused Google Ads strategies for local service businesses that want more qualified inquiries and better advertising efficiency.
Reporting period: April 1–September 30, 2026, compared with October 1, 2025– March 31, 2026. Data retrieved October 2, 2026. Results are account-specific and may be affected by seasonal demand.
