Drain demand has rhythm, but the rhythm differs from one town to the next. A campaign is a planned push, with a start date, an end date, a budget and a single job in focus. We plan every campaign from your own records first, then add timing and messages that fit your market. If you want the planning method in detail, our wet-season drain demand guide shows it applied to the BC coast.
The job, the buyer, the offer
The job: filling known busy periods quickly and propping up known slow ones. Typical campaign subjects are wet-weather backups, sewer laterals in older housing, maintenance clearing for homes with a history of root problems, and kitchen drains around large holiday meals.
The buyer: varies by campaign. Wet-weather campaigns reach homeowners in the moment. Lateral campaigns reach owners of older homes who are not in a hurry yet and need several touches before they call.
The offer: specific and time-bound. A camera inspection for homes with past backups, a scheduled root clearing ahead of the season when your records show trouble, or an honest explainer about how backwater valves work and when a homeowner might consider one.
How we plan a campaign
- Pull 24 months of calls. We sort them by week and job type. Most owners have never seen their own year laid out this way, and it is usually eye-opening.
- Find the peaks and troughs. Which weeks bring backups? Which months are quiet? Where do inspections cluster?
- Choose one job per campaign. A campaign that tries to sell everything sells nothing.
- Set a budget and a stop date. Both in writing, before launch.
- Build the pieces. A landing page, search ads, profile posts, and sometimes a short video from your own footage.
- Review afterwards. What it cost, what it booked, and whether it should run again next year.
What we build
Every campaign gets the same small kit, so nothing is improvised the week it launches.
- Campaign landing pages tied to one job and one season
- Search ad groups that switch on and off on planned dates
- Google Business Profile posts timed to the campaign
- Short explainer clips from your footage, used with permission
- A one-page result summary at the end of each campaign
Timeline
A first campaign typically takes four to six weeks from the call-log review to launch, so wet-season or pre-holiday campaigns need to be planned well ahead of the period they target. Lateral campaigns are longer: plan on three to six months of steady activity before judging them.
How results are measured
Each campaign is judged on its own numbers: spend, tracked calls, booked jobs, and for lateral campaigns, inspections booked and repairs approved. We compare the campaign period with the same weeks the year before, so you see the lift rather than the normal seasonal rise.
Illustration with invented figures: last November brought 40 backup calls. This November, with a wet-weather campaign, brought 58. If the extra 18 calls booked 14 jobs at a campaign cost of $1,400, each added job cost $100.
Mistakes to avoid
- Planning from memory. "Spring is always busy" is often only half true. The call log knows better.
- Launching after the peak has started. Ads and pages need time to settle.
- Running a campaign with no end date. It turns into permanent spend nobody reviews.
- Quoting rebates you haven't checked. Some cities offer flood-protection subsidies, others don't, and terms change. Toronto's program is a good example of one that changed recently.
- Mixing residential and commercial work. Commercial jetting and maintenance contracts need a different plan; our sister site DrainageMarketing.ca covers that buyer.
Campaigns build on local search and backup call capture, and they are included in the plans on the pricing page. We plan and run the marketing; we are not a contractor.
Frequently asked questions
Can you predict when drain calls will spike?
Not from the weather forecast alone. We use your own call history by week and month, which is far more reliable for your area than any general rule. Weather data can then help with timing inside that pattern.
What is a lateral-replacement campaign?
It's a campaign aimed at homeowners likely to need sewer line work, using content, search ads and sometimes direct outreach in neighbourhoods where your crews already find old or failing pipe. It runs for months, not days.
Do campaigns replace our regular ads?
No. Campaigns sit on top of your always-on local search and ads. They add budget and messages for a set period, then stop.
Can we mention city rebates for backwater valves in a campaign?
Only where a program is confirmed on the municipality's own page, with the date checked and a note to confirm with the city. Program terms change, and some cities have none.