We choose keywords for PPC by starting with the searches that show clear intent to hire you, then tightening targeting with match types and negative keywords so your budget goes to real leads, not curiosity clicks.
First we list your money-makers (the services you actually want more of), then write down how a ready-to-book customer would search for each one. For local Orlando campaigns, that usually means combining service + intent + location, like “emergency plumber Orlando,” “invisalign consultation Winter Park,” or “pest control near me.” We also build a separate set for brand searches (your business name and common misspellings) so competitors and directories do not siphon off cheap, high-intent clicks. If you want help building this out end-to-end, our PPC management process starts with a keyword map tied to your offers and service area.
Next we validate and expand the list in Keyword Planner and in the live Search terms report once ads run. Keyword Planner is for volume and variants. The Search terms report is where you see what people actually typed before calling or filling out a form, and it is also where most wasted spend gets spotted fast. This is where understanding search intent matters, because “how to fix,” “DIY,” and “what is” queries can look relevant but often produce low-quality leads for local service businesses.
Match types and how we pick them
| Match type | What it can match | When we use it | Watch-outs |
|---|---|---|---|
| Exact | Searches with the same meaning or close variants | New campaigns, tight lead quality, highest-intent terms | Less volume, needs enough searches to spend smoothly |
| Phrase | Searches that include the meaning of your phrase | Most local lead gen once exact is running | Can still pull in off-topic variants if intent is broad |
| Broad | Related searches beyond exact and phrase | Only when conversion tracking is solid and you want growth | Needs frequent search-term reviews and a strong negative list |
For most Orlando small businesses, we start with exact and phrase on “hire now” terms (service + city, “near me,” “open now,” “same day,” “quote,” “consultation,” “repair,” “installation,” “treatment”). Broad match can work later, especially when you have steady conversion data and automated bidding, but it should not be your first move if lead quality is the priority.
Then we build and maintain a negative keywords list. This is how you block clicks from people who are not going to buy. Common negatives for lead gen include: jobs, salary, hiring, internship, training, course, school, free, cheap, DIY, supplies, parts, wholesale, definition, symptoms (for some medical), and “how to.” We also add “reviews” and “complaints” in some industries when the goal is calls, not research traffic. The right negatives depend on your niche, so we treat this as a living list, not a one-time setup.
Finally, we keep keyword choices tied to what happens after the click. If your landing page is for “emergency AC repair,” we do not send paid traffic from “AC maintenance plans” to it. Message match boosts conversion rate and keeps cost per lead under control. If your organic pages already rank for some terms, pairing PPC with SEO can lower your blended cost by capturing both paid and unpaid demand, and our SEO services often feed PPC with proven converting language from real searches. For keyword planning fundamentals, our FAQ on short-tail vs long-tail keywords is a helpful reference when you are balancing volume and lead quality.
If you tell us your industry and service area (for example, Orlando plus a 10 to 20 minute drive time), we can sketch a starter keyword list, a first-round negative list, and a clean campaign structure that fits your budget and sales goals.
