The Google Ads Playbook: Stop Wasting Money, Start Getting Jobs
TL;DR: Key Takeaways
PPC Pillar
Why It's Critical for Profitability
Granular Structure
Isolate each service (Water, Fire, Mold) into its own campaign and ad group. Lumping them together destroys relevance and wastes money.
Negative Keywords
A robust negative keyword list is your primary defense against junk clicks from DIYers, job seekers, and irrelevant searches.
High-Intent Ad Copy
Your ad must communicate speed, trust, and 24/7 availability in seconds. Focus on solving the searcher's immediate, urgent problem.
Dedicated Landing Pages
Never send expensive emergency traffic to your homepage. A dedicated, distraction-free landing page with a prominent click-to-call number is non-negotiable for high conversion.
For many restoration contractors, Google Ads feels like a cash furnace. You pour money in, and it seems to vanish with little to show for it besides a handful of irrelevant clicks. When managed correctly, however, it is one of the most powerful tools for generating high-intent, emergency job calls. This is the playbook for PPC management for restoration contractors from Real Time Lead Gen that turns a money pit into a profitable job machine.
Campaign Structure: The Blueprint for Success
A profitable campaign starts with a clean, logical structure. Lumping all your services into one campaign is the #1 mistake. You must isolate each core service into its own campaign and tightly-themed ad group. A proper structure, combined with the power of local restoration SEO, creates a dominant search presence.
Campaign 1: Water Mitigation
Campaign 2: Fire Restoration
Campaign 3: Mold Remediation
This ensures someone searching for "sewage cleanup" sees an ad about sewage cleanup, not a generic "restoration" ad. This relevance dramatically increases click-through rates and lowers your costs.
Keyword Strategy: The Fuel for Your Engine
Precision is key. For emergency services, you should almost exclusively use **Phrase Match** (e.g., "water damage cleanup") and **Exact Match** (e.g., [emergency water removal]). Avoid Broad Match. More importantly, your negative keyword list is your shield. It prevents your ad from showing on irrelevant searches. Every campaign needs a list from day one to block terms related to:
DIY / Informational: -how to, -video, -pictures
Career / Job Seekers: -jobs, -hiring, -salary, -training
When a pipe bursts, the customer is looking for a fast, trustworthy solution. Your ad copy must communicate speed and credibility in seconds.
Headline 1: Service + Location (e.g., Emergency Water Removal Bloomsburg)
Headline 2: Differentiator + Urgency (e.g., 24/7 Service - On-Site in 60 Mins)
Headline 3: Trust Signal (e.g., IICRC Certified & Insured)
Description: Reiterate key points and add a strong call to action: "Call Now For Immediate Dispatch."
The High-Converting Landing Page
Sending expensive ad traffic to your homepage is a costly mistake. You need a dedicated, distraction-free landing page with one goal: get the call. It must have a large, click-to-call phone number at the top, prominent trust badges (IICRC, BBB), and no main navigation menu to distract the visitor. As we discuss in our guide to building a dominant restoration brand, every touchpoint must be professional and focused.
Justin Hess - Founder of Real Time Lead Gen - We'll Make Your Phone Ring! - Generating exclusive restoration leads since 2015...lifelong internet marketer. I AM The Google Alchemist.
P.S. You now have the exact blueprint for a profitable Google Ads campaign. If you're ready to implement it, this is your map. If you'd rather have an expert with a decade of experience in this specific niche run the entire engine for you, that's what we do.
