Google Ads management for fire damage restoration firms
Google Ads is the network where a restoration company pays to have its ads shown beside search results. We take on the build and the upkeep: campaigns arranged by job type and by town, ad text written for your company, lists of searches to keep out, and call and form tracking that ties each contact back to the ad behind it. Your ads read like a label on a box leaving a room, naming the work, the place and the page a click opens. Our part in the broader paid ads program is this one network, done carefully.
How a campaign is arranged
One campaign for each kind of fire job and each place you work
A search campaign is only as clear as its sorting. We separate residential fire jobs from commercial ones, and we keep smoke and soot cleanup, contents pack-out and board-up apart from reconstruction coordination. Each group gets its own ad text and its own landing page, so a reader who typed fire damage restoration near me
and a reader who typed soot removal services
each arrive at a page that matches the words they used.
Places work the same way. A campaign points at the towns and neighborhoods you list. We do not aim ads at people because of something that has happened to them. The ads follow the service and the service area.
What goes into a restoration search account
- Structure
Campaigns by fire job type
Residential, commercial, smoke and soot cleanup, pack-out and board-up each sit in a campaign of their own, with ad text and a landing page that fit.
- Wording
Ad text from your own description
We draft headlines and descriptions from what you tell us about the company, and you edit them before they go live.
- Filters
Exclusion lists
Lists of searches your ads should not appear for, kept current as search reports show new ones to add.
- Counting
Phone and form counts per campaign
Each phone call and form message is logged and linked to the campaign that produced it, so you can read the spend against the contacts.
Searches a fire restoration campaign keeps out
| Kind of search | The reader behind the search | How we treat it in the account |
|---|---|---|
| Product shopping | Someone looking to buy cleaning products or equipment | Added to the exclusion list so your budget is not spent on shoppers |
| Job hunting | Someone looking for work with a restoration company | Excluded, since the ad is meant for property owners and managers |
| Schooling and training | Someone looking for classes or courses about the trade | Excluded, because your ads are about your services |
| Other trades | Someone looking for a different kind of contractor entirely | Added when the search report shows an ad appearing for it |
| Company names | Someone searching for another firm by name | Excluded, and we never bid on another company's name |
How we run a Google Ads account for a restoration firm
The ad account stays under your company
The ad account belongs to your company, with the logins and the billing card held by you.
Build the campaigns
We draw them from your job types and towns, then send the ad text to you for approval.
Read the search report
We look at the actual searches that triggered your ads and move anything off-target onto the exclusion list.
Report what came in
Calls and form messages are totaled against the spend on the account, and the totals go into a monthly summary.
What we ask you to settle before a campaign runs
- The fire job types you want campaigns for
- The towns and neighborhoods your crews work in
- The monthly ad budget you will pay to Google
- Any offer or statement you want in the ad text, in your own words
- Which landing page each campaign should open
- Who answers the phone number the ads show
- Any kinds of work you would rather not advertise
Google publishes its own advertising policies, and reading them is part of running a company that advertises.
Three ideas about Google Ads and restoration companies
Heard at the pack-out tableA bigger budget alone makes a restoration campaign work.
What the inventory sheet saysWithout sorting by job type and town, and without exclusion lists, a larger budget just pays for more clicks that miss. The structure comes first.
Heard at the pack-out tableThe agency that runs the ads should hold the ad account.
What the inventory sheet saysYour account stays in your company name, so the history and the logins stay with you whatever happens to the agency relationship.
Heard at the pack-out tableClicks are the number to watch.
What the inventory sheet saysA click is only a visit. The count that matters is the calls and form messages, which is why tracking is set up before the ads run.
Google Ads as one platform, or alongside the others
One ad platform
$895/month
One network, run end to end by us, for a company that wants to start with a single ad desk.
- Start with the network you name: Google Ads, Bing Ads (Microsoft Advertising), or Meta Ads (Facebook and Instagram)
- Campaigns and ad text built from the fire jobs you want to book
- Exclusion lists kept current for product shoppers and job seekers
- Calls and form requests read against each click charge
Two ad platforms
$1,595/month
Two networks working together, so one can cover ground the other does not reach.
- Two networks running together, taken from Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram)
- A campaign set for each network, written to its own format
- Exclusion lists kept current on both accounts
- Results from each network placed side by side for you to read
Three ad platforms
$2,295/month
All three networks in use at once, managed as one program.
- All three networks in use at once: Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram)
- Campaigns for each network, built around the job types you pick
- Exclusion lists kept current on all three accounts
- One summary that sets the three networks against each other
Ad budgets are paid by you to each network and are not part of these fees. Plans renew monthly until you tell us to stop.
Questions from fire restoration owners about Google Ads
Who pays Google for the clicks on my restoration campaigns?
You do, from the card on your own ad account. Our fee covers the work of building and running the campaigns, nothing else, and the budget you set is your own decision.
Can the ads say anything about insurance, credentials or response?
Only if you give us the wording and are prepared to stand behind it. We leave those statements out of drafts by default, and you decide whether they ever appear.
Do your fire damage campaigns aim at people who have just had a fire?
No. They aim at the services you offer and the places you work. We do not build audiences around a person's recent event.
How will I know which calls came from the ads?
Each campaign is linked to call and form tracking, so contacts are recorded against the ad group behind them. The monthly summary sets those totals next to the spend.
Does my smoke damage cleanup page need to change before ads point at it?
A page can be tightened so it matches the ad that sends visitors there. If a page does not exist, it goes on the list at the website side of the work first.
Bring us the towns and job types you want in search results
The contact form takes marketing questions only, so keep any details about a particular fire out of it. List the work you want ads for, and our CEO, Ross Cohen, will look it over.
Which fire jobs belong at the top of your label sheet?
Jot down the loss types and property types you want more of, the neighborhoods your crews cover, and the referral partners worth naming. Nobody's name or address from a past job belongs in the note.
Let the right job find your front door
Select a weekday and a half-hour on the contact page and Ross Cohen, our CEO, will phone you when it arrives. Have the fire jobs you want more of in mind, along with the neighborhoods your crews cover.
The doorway drawn beneath this note is only an illustration.