Key takeaways
- Restoration ads need separate campaigns for water, fire and smoke, mold and storm, because the urgency and the job value differ.
- The ad account, the billing and the call-tracking numbers should all be in your business name.
- Good reporting ties each ad call to a job file in your restoration software, so cost per booked job can be checked.
- A storm and freeze plan, written before the season, keeps spend in line with what your crews and equipment can take.
Google Ads management for a restoration company is the work of keeping emergency water, fire, mold and storm searches profitable. That means the right keywords, ads that run only when someone can answer, landing pages that get the call, and tracking that ties each call to a job file. The account should belong to you, not to whoever manages it.
What management includes
- Campaigns split by service. Emergency water, sewage, fire and smoke, mold and storm each get their own budget, bids and ads. A flood caller and a homeowner researching mold are not the same buyer.
- An ad schedule that matches your on-call coverage. Ads run around the clock only if a person answers around the clock.
- Location targeting by drive time from your warehouse or staging yard, so you pay only for losses you can reach while drying still makes the difference.
- Keywords and negatives, with the search terms report read weekly and daily during storms and freezes.
- Call assets and call tracking on every campaign, with recordings sampled for lead quality.
- Landing pages per service, with the emergency number first and plain answers on insurance and response time.
- Booked-job conversions imported from your restoration job management software or field service CRM, so bidding learns from real jobs (Google on conversion measurement).
- A storm and freeze plan: ads and pages built ahead, budget rules for when equipment is fully committed, and a clear person who decides.
- Local Services Ads alongside search, including the move of LSA into Google Ads as Performance Max campaigns with pay-per-lead goals (Google's transition notice).
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
You should own the account: your business as the owner, billing on your card, and your manager added as a user you can remove. In restoration this matters more than in most trades, because so much of the market rents jobs to owners. Lead sellers and some agencies run ads in their own accounts and pass you the calls; when you stop paying, the calls, the history and the learning all stay with them.
Check four things today:
- Who is the admin? Your login should be able to remove everyone else.
- Whose card is billed? Ad spend should go straight from you to Google, not through an agency invoice.
- Whose phone numbers are these? Tracking numbers on your website and profile should be in an account you control, or leaving the agency breaks the number customers saved after their last loss.
- Whose landing pages? They should live on your domain.
How we report
We report what a restoration owner runs the business on: calls, jobs and cost per job, each checked against your job files.
| Number | What it tells you |
|---|---|
| Calls answered and missed, by hour | Whether night and weekend coverage is holding |
| Qualified losses | Real work in your area from someone who can authorize it |
| Booked jobs by service | Water, fire and smoke, mold and storm, counted separately |
| Cost per booked job by service | Which campaigns earn their budget |
| Search terms cut and tests run | The work done in the account this month |
| Next month's priority | One change, with a date |
Call data comes from Google's call reporting and your tracking numbers (how call tracking works). Booked jobs come from your software, not from our opinion. If you want to check a month yourself, the cost per lead guide for restoration companies shows the arithmetic.
How it works
- Assess. We review your account, call recordings, search terms and recent job files, and find where spend is not turning into jobs.
- Prioritize. We rank the fixes by booked jobs gained. Tracking usually comes first, then campaign structure, negatives and landing pages, each with a date.
- Execute. We make the changes inside your account, build the storm and freeze campaigns ahead of the season, and keep a change log you can read.
- Measure. Each month we report booked jobs and cost per job by service, agree the next priority, and adjust before the next cold snap or storm.
The keyword side of this work is laid out in the restoration Google Ads keyword guide.
How VETS Growth Marketing helps
We manage Google Ads for restoration companies in accounts you own, from the billing to the tracking numbers. The work is scoped as projects with outcomes and dates, with no long-term contract, and reporting is in booked jobs and cost per job by service. Start with a free growth consultation: we will review your account and leave you with the five changes we would make first.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- Local Services Ads transition to Performance Max campaigns with pay-per-lead goals, Google Ads Help