This is the highest "money" topic—operators want leads now. Google Ads and Local Services Ads are the fastest paths to immediate lead generation for restoration companies.
Google Ads vs LSAs: Understanding the Difference
Google Ads (PPC)
Pay-per-click model
- • $15-50+ per click typical
- • Full control over messaging
- • Requires landing pages
- • More management needed
- • Scales with budget
Local Services Ads
Pay-per-lead model
- • $50-150+ per lead typical
- • Google Guaranteed badge
- • Simpler setup
- • Dispute invalid leads
- • Limited by lead volume
Campaign Structure for Water Damage
Recommended Campaign Structure
Emergency Water Damage
water damage restoration, flood cleanup, water extraction
Fire/Smoke Damage
fire damage restoration, smoke cleanup, fire repair
Mold Remediation
mold removal, mold remediation, mold inspection
Brand + Competitors
Your brand name, competitor names
Essential Negative Keywords
Protect your budget by excluding these search terms:
Landing Pages That Convert
Your landing page is where clicks become leads. Essential elements:
- Click-to-call button above the fold (especially mobile)
- Trust signals: Reviews, certifications, years in business
- Emergency messaging: "24/7 Response" prominently displayed
- Simple form: Name, phone, address, brief description
- Speed: Page load under 3 seconds
Call Tracking & Lead Validation
What to Track
Call recordings
Validate lead quality
Call duration
Filter spam (under 30s)
First-time callers
True new leads
Conversion to job
Real ROI tracking
Management Costs: What to Expect
| Fee Model | Typical Range | What's Included |
|---|---|---|
| Flat Monthly Fee | $500 - $2,000/mo | Campaign management, reporting |
| % of Ad Spend | 15-25% | Scales with budget |
| Hybrid | $500 + 10% | Base fee plus performance |
Important: After-Hours Routing
90% of emergency water damage searches happen outside business hours. Ensure your call routing handles nights and weekends, or you'll lose most of your leads.
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