A Fresh Start for a
Winnipeg Drain Company.
Winnipeg Sewer and Drain clears drains and sewer lines across Winnipeg. When new owners took over in 2026, the business came with a good name and a phone number, and not much else on the marketing side: an old website, no ad campaigns and no way to know where calls came from.
AdEasy was brought in to build it all from scratch.
Leads from Google Ads (calls and quote requests)
Average cost per lead, on about $860 a month in ad spend
Tracked calls in September, the most since tracking began, with 87% answered
Nearly nine in ten September calls came from Google: the Business Profile plus paid search
The first two full months of Google Ads.
Drain Emergencies
Don’t Wait.
When a basement floor drain backs up, people grab their phone, search, and call the first company that looks like it can help today. A small crew can’t afford to miss those calls, and it can’t afford to pay for ads that don’t bring them in.
WSD was starting with nothing to measure. No tracking meant no way to tell which calls came from Google, which came from the truck, and which came from word of mouth. Any ad spend would have been a guess.
Built Around What
People Search For.
We built a new website at winnipegsd.com around the problems people actually search for: sewer backups, clogged drains, recurring clogs and bad smells. Every page points to one thing, a call or a quote request.
The quote form asks what’s wrong and how urgent it is, so a same-day backup gets flagged the moment it comes in. The site went live in June 2026.
Tracking First.
Then Ads.
A New Website
Built around sewer backups, clogged drains, recurring clogs and bad smells, with a quote form that flags same-day backups the moment they come in. Live in June 2026.
Tracking Before Ads
CallRail numbers on every source, the Google Business Profile under management, and one monthly report that shows where every call came from.
Three Google Ads Campaigns
Launched in August: Emergency Sewer Backup for people with water on the floor right now, Sewer & Drain Specialists for everything else, and a branded campaign to catch people searching for WSD by name.
Tuned Every Month
August was a learning month: 8 leads on $579. We tightened the campaigns, and by the end of September the Emergency Sewer Backup campaign had gone from no tracked calls to 13.
Per lead from branded search in October, after we fixed ads that were showing on fewer than one in five searches for WSD’s own name.
The Phones
Got Busier.
In September and October, Google Ads brought in 95 leads on $1,726 in ad spend, about $18 each. In October alone, Google Ads drove 44 phone calls at about $17 a call.
CallRail tracked 116 calls in September and 113 in October, with 87% answered live both months. About two in three callers were calling WSD for the first time (77 in September, 73 in October).
The Google Business Profile was the biggest single source of calls, at no ad cost, and in September the profile and paid search together brought in nearly nine in ten calls.
per call from Google Ads in October (44 calls)
of calls answered live in September and October
tracked calls in October, after 116 in September
callers were calling WSD for the first time
| Month | Ad spend | Leads | Cost per lead |
|---|---|---|---|
| Aug 2026 (launch) | $579 | 8 | $72 |
| Sep 2026 | $972 | 52 | $19 |
| Oct 2026 | $754 | 43 | $18 |
August was the launch month. We kept it in because it shows the tuning.
Source: Winnipeg Sewer and Drain Google Ads and CallRail, August to October 2026. Ad spend is media only. Leads are tracked calls and quote requests.
Every Missed Call Is
a Job for Someone Else.
In October, 15 callers didn’t reach anyone, mostly people who hung up while it rang or got voicemail.
didn’t reach anyone
An AI Voice Assistant
We’re setting one up so callers who would have hit voicemail get an answer right away.
A Sharper Emergency Campaign
We’re reviewing search terms and service areas on Emergency Sewer Backup to keep the cost per lead heading down.
