Restoration logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Restoration logo
  • NEWS
  • PRODUCTS
    • New Products & Technologies
    • Submit Your Product
    • Interactive Product Spotlights
  • EDUCATION
    • KnowHow.
    • Podcasts
    • Trade Shows & Expos
    • Training & Certification
    • Webinars
    • Whitepapers
  • TOPICS
    • Water Damage
    • Fire & Smoke Damage
    • Mold
    • Contamination
    • Odor
    • Contents
    • Architecture
    • Catastrophe
    • Cleaning
  • BUSINESS
    • Managing Your Business
    • Insurance/Legal Matters
  • BUYER'S GUIDE
  • VIDEOS
    • Ask Annissa
    • Ask the Expert
    • Ironclad Marketing Minute
    • TradeTalks
    • Video Channel
  • INFOCENTER
    • Mold and Mycotoxins
  • THE EXPERIENCE
    • Conference & Exhibition
    • Convention & Trade Show
    • R&R Special Issue
  • EMAG
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP

Web Exclusive

How Negative Keywords Are Costing You Money

By Jeff Carrier
Restoration Digital Marketing
google keywords
Restoration Digital Marketing
google keywords
September 19, 2018

Have you recently run a Google Ads (formerly AdWords) PPC campaign and felt that you spent too much money for what you got in return? Many of you reading this might be nodding your head in agreement. But do you know why your Google PPC campaign wasn't successful? There are a lot of factors that can go into a successful Google Ads campaign:

  • Call tracking to measure ROI
  • Usage of ad extensions
  • Proper ad grouping
  • Landing page experience
  • Relevant ads
  • Negative keywords

In this article, I am going to focus on the last one, negative keywords. Because while you might be able to have some success with the first five factors being done incorrectly, you have to get negative keywords correct or you are bleeding money and will never have a successful PPC campaign.

Let's first breakdown exactly what are negative keywords. Definition from Google:

"A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

For example, when you add "free" as a negative keyword to your campaign or ad group, you tell Google Ads not to show your ad for any search containing the term "free."

How does this cost you money in the disaster restoration world?

As described in the definition above, if someone searches for iPhone water damage, which is a common term, and you don't have "iPhone" under your negative keyword list, then your ad will show up in front of an audience you don't want it to. You might think, well surely whoever is doing a search for iPhone water damage can easily recognize you are a disaster restoration company and they shouldn't be clicking on your ad. NOT THE CASE, unfortunately. That click just cost you whatever you're willing to spend on a true water damage restoration lead, probably $10, $20+. The iPhone is an easy example, but Google on average sees 60% of new unique searches a day! People are typing in longer keyword tail questions more and more often.

Real World Examples

Let's take a look at some real examples we have seen in client accounts that are just impossible to prepare for and why consistent optimization is needed in your Google Ads account. Remember, these search terms provided by Google are AFTER someone clicks on one of your ads and charges you money. However, once we find them, they will never happen again.

key words

While this is also a little funny (as many of these are), this ad is shown because someone had 'smoke damage' in their search term. However, smoking weed and damaging lungs are probably not what you want to be spending your money on. Add 'weed' and 'lungs' to the negative keyword list.

key words

Where's the emoji with the hand slapping the forehead? Once again you just can't predict what people are going to type. This showed because we are going after 'water removal' of course, not removing water from a gas tank. Or whatever this person is looking to accomplish. Add 'gas', 'tank', 'additive' to the negative keyword list.

key words

We can predict people will search for phones, computers, even automobiles, but how about Hot Wheels? Didn't see that one coming did you? Our term 'restoration service' is perfect, but not the Hot Wheels part. Add 'hot, 'wheels' to the negative keyword list.

key words

Sometimes you can't make this stuff up. We have seen the weirdest, the funniest and most outrageous. This might not ever come up again but you can't risk losing more money. Add 'high', 'heels', 'wearing', 'dress' to the negative keyword list.

I think you get the point. We could show plenty more of these to keep us all entertained, but here are just a few more.

key words

Improve Your Negative Keyword List & Decrease Your Cost

There is a direct correlation between an optimal negative keyword list and a more efficient (lower) Cost Per Click (CPC). This is because your ad won't show up on these frivolous searches and only in front of REAL potential customers who need emergency disaster restoration services.

A best practice is to check your search terms provided by Google every 1-3 days once your campaign has started for about a week or two. Then move on to checking your search terms every 10-14 days for about a month. After that, review your search terms and update your negative keyword list once a month as long as everything is running smoothly.

KEYWORDS: restoration business marketing

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Jeff carrier

Jeff Carrier is the marketing director at First Restoration Services in North Carolina. The team at FRS launched Restoration Digital Marketing in 2017, to serve and help fellow restoration companies with driving sales from online and other online marketing needs. Carrier is also the co-founder of online ERP platform Restoration ERP, a tool designed to assist restoration companies generate sales from commercial clients.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • mold remediation

    Fighting Mold and Bacteria Damage

    Successful mold remediation can be multidisciplinary,...
    Mold Remediation
    By: Josh Woolen
  • certifications and licenses for restoration professionals

    Certifications and Licenses Every Restoration Company Needs

    Restoration companies need to make sure they have the...
    Restoration Training/Education
    By: Sharon Elzarat
  • a wall covered in moss and fungus

    Zero Tolerance for Toxic Molds: Essential Steps for Successful Remediation

    Understanding the importance of zero tolerance for toxic...
    Mold Remediation
    By: Michael A. Pinto CSP, SMS, CMP, RTPE, FLS, ERS and Kendra Seymour
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eNewsletter
  • Online Registration
  • Subscription Customer Service
  • Manage My Preferences

More Videos

Popular Stories

Pop Art Female Superhero Punches a Masked Villain

TPAs vs. Independence: The Restoration Industry’s Own Version of the Cola Wars

RIA Carrier Advocate Mark Springer

Turning the Page: A New Era of Trust and Collaboration in Restoration

particle count hands-on demonstration of a HEPA filter

The Truth About HEPA Filters

Submit Your New Product/Technology to R&R!

Would you like to promote a new restoration, remediation or cleaning product/technology with Restoration & Remediation? Fill out the question below to start your submission:

Events

September 3, 2025

The Experience Convention and Trade Show

The Experience Convention & Trade Show logoJoin us in Las Vegas for The Experience Convention & Trade Show, the leading event for cleaning, restoration, and remediation pros, packed with hands-on demos, expert speakers, and high-impact networking. Happening September 3–5, 2025 at Caesars Forum—this is where the industry comes to learn, connect, and grow!

View All Submit An Event

Poll

Doffing PPE

When you are doffing your PPE, do you sanitize between every step?
View Results Poll Archive

Products

The Cleaning, Restoration, Inspection, and Safety Glossary

The Cleaning, Restoration, Inspection, and Safety Glossary

The Cleaning, Restoration, Inspection, and Safety Glossary.

See More Products
Prepare for CATASTROPHE with R&R!

Related Articles

  • sales ERP carrier

    How To Get More Commercial Sales For Your Restoration Company

    See More
  • RR-WebExclusives-2015.jpg

    Stop Getting Burned By SEO Agencies

    See More
  • The Key to Your Restoration Business Being Found Online

    The Key to Your Restoration Business Being Found Online? Be a Real Company

    See More

Related Products

See More Products
  • More-Answers---Part-2.gif

    More Answers Than You Have Questions About Carpet Cleaning Vol. 2

  • More-Answers---Part-1.gif

    More Answers Than You Have Questions About Carpet Cleaning Vol. 1

See More Products

Related Directories

  • US Enzyme LLC

    After years of research, 16 years of field use, now offering our proprietary enzyme blends, all natural/green cleaners for industry use by professional remediation firms that address mold, mycotoxin cleaning and air scrubbing to address floating spores & mycotoxins. Learn how to offer 100% money back guarantees! Visit USenzyme.com Complete Contractor Online Application for purchasing discount code.
×

Stay ahead of the curve with our eNewsletters.

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
    • Submit a Press Release
  • SIGN UP TODAY
    • Create Account
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Reprints
    • Marketing Services
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing