Above and Below Contracting
Weekly Client Update: June 29 - July 5, 2026
Google Ads
$54.49
Spend
72
Clicks
3,210
Impressions
2.24%
CTR
$0.76
CPC
0
Conversions
Search | General
$44.44
Spend
10
Clicks
147
Impressions
6.80%
CTR
$4.44
CPC
PMAX | General
$10.05
Spend
62
Clicks
3,063
Impressions
2.02%
CTR
$0.16
CPC
Active Keywords
| Keyword | Match | Clicks | Impr. | CTR | CPC | Spend |
|---|---|---|---|---|---|---|
| sewer main installation | Broad | 5 | 31 | 16.13% | $3.41 | $17.04 |
| underground utility contractor | Broad | 1 | 5 | 20.00% | $8.77 | $8.77 |
| water service line installation | Broad | 1 | 6 | 16.67% | $7.87 | $7.87 |
| civil contractor | Broad | 2 | 52 | 3.85% | $3.74 | $7.47 |
| underground drilling contractor | Broad | 1 | 17 | 5.88% | $3.29 | $3.29 |
| sewer line contractor | Broad | 0 | 15 | 0.00% | - | $0.00 |
| directional boring near me | Broad | 0 | 12 | 0.00% | - | $0.00 |
| water main installation | Broad | 0 | 10 | 0.00% | - | $0.00 |
| directional boring contractor | Broad | 0 | 4 | 0.00% | - | $0.00 |
| storm drain contractor | Broad | 0 | 3 | 0.00% | - | $0.00 |
| grading and excavation | Broad | 0 | 2 | 0.00% | - | $0.00 |
Changes Made
- Removed 24 overly restrictive negative keywords from PMAX | General campaign that were potentially blocking relevant traffic (including "near me," "free," "estimate," "how to," "diy," and others)
- Added 22 new, more targeted negative keywords to PMAX | General to block irrelevant industries and locations ("air conditioning," "attorney," "carpet," "chicago," "cleaning," "electrician," "florida," "houston," "hvac," "lawyer," "new york," "pest," "plumber," "plumbing," "roofing," "seattle," "solar," "texas," "tree," "dallas," "denver," "cost")
- Updated the Responsive Search Ad in Search | General with pinned headlines: "Premier Water/Sewer Contractor" and "Directional Boring Contractor" pinned to Headline 1 position, "Speak With Our Team" pinned to Headline 2 position
- Paused 2 ad group keywords in the Search | General campaign
Meta Ads
$70.73
Spend
140
Clicks
13,669
Impressions
1.02%
CTR
$0.51
CPC
8,025
Reach
Traffic | Campaign
$35.87
Spend
119
Clicks
12,112
Impressions
0.98%
CTR
$0.30
CPC
Leads | Campaign
$34.86
Spend
21
Clicks
1,557
Impressions
1.35%
CTR
$1.66
CPC
Neither campaign generated tracked lead conversions during this period. The Leads campaign is optimized for lead generation, but no form submissions were recorded.
Work Completed
GOOGLE ADS- Ramped up Google marketing and continued work on landing pages so Google campaigns could be escalated
- Verified the Google Ads account (government documentation submitted and approved)
- Refreshed negative keyword list on PMAX | General: removed 24 overly broad negatives and replaced with 22 targeted negatives
- Pinned RSA headlines on Search | General for better ad copy control
- Created phone-call-focused campaigns on Meta targeted to emergency plumbing, displaying the office number to drive immediate calls
- Fixed career applications form on website ("Thank You" confirmation after submission)
- Handled the website move on WP Engine
- Created Zapier integration: CRM (ServiceTitan) to GHL (waiting for access from the team to connect)
- Integrated ServiceTitan with Zapier (waiting for Greg to provide access)
- Created lead nurture workflow: new contact receives SMS #1 after 2 min, Email #1 after 3 days, SMS #2 after 5 days, Email #2 after 2 more days
- Created Zapier integration: web form "Request Bid" submissions to MM App
- Created Zapier integration: web form "Contact Form" submissions to MM App
- Created Zapier integration: careers form to MM App
- Created LinkedIn Ads account (requested access from Bryan)
Social Media
Facebook
Hydrovac excavation isn't just safer it's smarter. Above & Below Contracting reduces the risk of utility damage, saves time and cost compared to traditional digging, and protects the environment with every job. 📍 Imperial, MO | 📞 (314) 400-7704 | 🌐 aboveandbelowcontracting.com
CRM & Pipeline (GoHighLevel)
0
New Contacts
0
Appointments
0
Pipelines
- No new contacts added during this period
- No pipelines configured for lead tracking
- "Career Applicant -> Email Notification" workflow was published (sends automatic email notification on new career application submissions)
- "Facebook Lead Nurture Sequence" workflow remains in draft, ready to activate once leads begin flowing in
- Lead nurture workflow was built: SMS #1 (2 min) -> Email #1 (3 days) -> SMS #2 (5 days) -> Email #2 (2 days)
Email Marketing
- No email campaigns were sent during this period
- A lead nurture workflow with email + SMS touchpoints was created and is ready to activate once leads start flowing in
- The "Career Applicant -> Email Notification" workflow was published, sending automatic email notifications for new career applications