Overview
Control Cana is a small business specialising in drain cleaning, sanitation and emergency unblocking across the Paris region. The activity runs on immediate call-outs and word of mouth, which demands a constant flow of qualified phone calls. Customers are looking for a reliable, fast, round-the-clock answer to an emergency.
The problem
Control Cana's inbound call flow lacked regularity, particularly during demand peaks. On highly contested emergency plumbing and drainage keywords in the Paris region, where click costs run high, structured Google Ads campaigns and transparent reporting were the levers still to put in place to steer the cost per call.
Objectives
- Generate a steady flow of qualified inbound calls
- Keep the cost per call under control and profitable
- Cover the whole of the Paris region
- Provide weekly performance reporting
What I did
- Structured Search campaigns by type of call-out: unblocking, cleaning, sanitation
- Precise geographic targeting across every department of the Paris region
- Call and callout extensions optimised to drive a phone call rather than a click
- Systematic weekly reporting with call and attribution KPIs
- Continuous optimisation of bids, keywords and audiences by call-out type
Results
Business impact: Control Cana now has a reliable, transparent call-generation system. Over three months, 11 weekly reports were delivered, showing the consistency of the flow and allowing iterative optimisation of the campaigns. Full regional coverage means any prospect with a plumbing or drainage emergency in the area can find Control Cana. The cost per call stays under control and profitable.