Google Ads management for a restoration company
A restoration account is built around one fact: the highest-value search in this trade happens at night, from a phone, by someone who is frightened. The terms that matter are water damage restoration, flood cleanup, burst pipe cleanup, sewage backup cleanup, and in season, storm damage. Clicks on those run $25 to $70 in most metros and a tracked emergency call lands between $90 and $250. Mold remediation and fire restoration terms are cheaper per click and slower to convert, but the ticket behind them is larger. Local Services Ads, where Google offers the category in your area, charge per lead at $60 to $180 and rank partly on review count, which is why only 13.7% of companies being past 100 reviews matters in the auction.
The mistake most owners make is one broad-match campaign running around the clock, sending every click to a home page. That buys "water damage restoration jobs", "how to dry a wet carpet" and renters who want a landlord to pay. It also buys 3 a.m. clicks that ring a voicemail. 62.3% of listings claim 24-hour service and far fewer answer.
After two weeks, working looks like a search terms report you have pruned twice, recorded calls you have listened to, and a cost per booked mitigation job you can say out loud. The Google Ads guide has the negative list.