We choose keywords for PPC by matching your highest-value services to the searches most likely to turn into calls, forms, bookings, or sales.
Good PPC keyword research is not about finding every phrase with search volume. It is about separating buyers from browsers. A dentist does not need to pay for every search that includes “teeth.” A better starting point is searches like “emergency dentist near me,” “dental implants Orlando,” or “same day crown appointment” because those phrases show stronger intent and can support a booked visit.
Our process starts with your business goals. We look at which services have good margins, which locations you want to grow, which customers are worth more, and which offers your team can actually handle. Then we group keywords by service, intent, location, and landing page. This keeps the account clean and helps ad copy match the search.
| Keyword type | What it means | What we usually do |
|---|---|---|
| High intent | The person is close to taking action | Bid first and send to a focused landing page |
| Research intent | The person is comparing options or learning | Use carefully, often with lower bids or remarketing |
| Too broad | The search could mean many things | Exclude, limit, or test only with strong controls |
| Wrong fit | The search attracts jobs you do not want | Add as negative keywords |
PPC keywords should also match the page they send people to. If someone searches “roof repair Orlando,” the ad should talk about roof repair, and the landing page should show repair services, service area, proof, reviews, phone number, and a simple form. Sending that click to a generic home page usually lowers conversion rates and can waste budget.
Good example: A pest control campaign has separate ad groups for termite treatment, roach control, mosquito control, and rodent removal. Each group has matching ad copy, location language, negative keywords, and a page built for that service.
Bad example: One campaign targets broad terms like “pests,” “bugs,” “home services,” and “exterminator” with all clicks going to the home page. That setup can bring mixed traffic, weak lead quality, and messy reporting.
We also check search volume, cost per click, competition, and likely conversion value. A keyword with a high click cost can still be a good choice if the job value is strong. A cheap keyword can still be a bad choice if it attracts tire kickers, students, vendors, job seekers, or people outside your service area.
Before launch, we build a negative keyword list. For local service businesses, this often includes words like free, DIY, salary, jobs, training, wholesale, used, template, meaning, and unrelated cities. After launch, we review the search terms report in Google Ads to see what people actually typed before clicking. That is where wasted spend often shows up.
- Start with your best services, not the biggest keyword list.
- Group keywords by service and intent.
- Match each group to a relevant landing page.
- Add negative keywords before the campaign goes live.
- Review search terms, calls, forms, and lead quality after launch.
Recommended action: Open your current Google Ads search terms report and look for clicks that do not describe a real buyer. If you see research phrases, job searches, free-service searches, or cities you do not serve, your keyword targeting needs cleanup.
If you want paid search built around qualified leads instead of loose traffic, our PPC services cover keyword research, campaign structure, tracking, and ongoing search term cleanup.
