Pay-per-click (PPC) advertising can be a game-changer for restoration businesses looking to attract high-quality leads. Whether you specialize in water damage restoration, fire damage repair, mold removal, or storm damage cleanup, a well-executed PPC campaign can drive immediate traffic, generate calls, and increase revenue.
But here’s the challenge: not all PPC agencies are created equal. Some promise big results but fail to deliver, leaving you with wasted ad spend and no real return on investment (ROI).
So, how do you find the right PPC agency for your restoration business? Before signing any contracts, ask these five essential questions to ensure you’re making the best choice.
1. What Experience Do You Have with Restoration PPC Campaigns?
Not all digital marketing agencies understand the unique challenges of the restoration industry. Running a PPC campaign for an e-commerce store is very different from running one for emergency-based services like restoration.
Why This Question Matters:
- Restoration services are urgent, meaning ads must be optimized for immediate conversions (phone calls, form submissions, etc.).
- You need an agency that understands emergency-based Google Ads strategies, including call-only campaigns and location targeting.
- They should be familiar with insurance-based leads, local competition, and how to structure ad copy that converts.
Follow-Up Questions to Ask:
✔️ Can you share case studies or past results from restoration PPC clients?
✔️ What strategies have worked best for water, fire, or mold damage restoration ads?
✔️ How do you adjust campaigns based on seasonality (e.g., floods, hurricanes, etc.)?
Red Flag: If they don’t have experience with restoration companies, they might waste your ad budget on strategies that don’t work for emergency-based businesses.
2. How Do You Structure and Optimize PPC Campaigns?
A well-structured PPC campaign is the difference between a high-performing ad and wasted money. The agency should explain how it builds campaigns to maximize results.
Key Aspects to Look For:
✅ Keyword Targeting: Are they bidding on the right keywords (e.g., “emergency water removal near me”)?
✅ Negative Keywords: Do they filter out irrelevant searches (e.g., “DIY water damage repair”) to prevent wasted spend?
✅ Ad Extensions: Do they use call extensions, location extensions, and structured snippets to improve click-through rates?
✅ Landing Page Optimization: Are they driving traffic to high-converting landing pages instead of a generic homepage?
✅ Call Tracking: Can they track and analyze how many phone calls your ads generate?
Follow-Up Questions to Ask:
✔️ How do you determine which keywords will generate the best leads?
✔️ How do you prevent ad spend from going to unqualified leads?
✔️ Do you create and test landing pages for better conversions?
Red Flag: If they don’t mention keyword research, negative keywords, or landing page optimization, they might not have a strong PPC strategy.
3. What Metrics Do You Use to Measure Success?
Success in PPC is more than just clicks—it’s about actual conversions and revenue. A professional PPC agency should track metrics that matter to your bottom line.
Key Performance Indicators (KPIs) They Should Track:
📌 Conversion Rate: How many ad clicks turn into calls or form submissions?
📌 Cost Per Lead (CPL): How much are you paying per qualified lead?
📌 Return on Ad Spend (ROAS): How much revenue are you generating from PPC?
📌 Click-Through Rate (CTR): Are people clicking on your ads?
📌 Call Tracking Data: How many phone calls come from PPC ads?
Follow-Up Questions to Ask:
✔️ Will I receive monthly reports on campaign performance?
✔️ Do you provide a dashboard where I can track PPC results in real time?
✔️ What’s your average cost per lead for restoration businesses?
Red Flag: If they focus only on clicks and impressions but not conversions and ROI, they may not be optimizing for actual business growth.
4. How Do You Manage the PPC Budget and Bidding Strategy?
A well-managed budget ensures that your ad spend is optimized for maximum return. Some agencies overspend on irrelevant clicks, while others underbid, limiting your visibility in search results.
Key Budget Management Questions:
✔️ How do you allocate the budget across different campaigns (e.g., emergency vs. general services)?
✔️ What bidding strategies do you use—manual, automated, or a mix?
✔️ How do you adjust bids for high-converting keywords?
✔️ Will you provide a breakdown of how my ad spend is used?
A great PPC agency will regularly adjust your bids based on performance. They should also run A/B tests to find the best-performing ads.
Red Flag: If they can’t explain their bidding strategy or don’t provide transparency on where your money goes, be cautious.
5. What Is Your Approach to Ad Compliance and Google Policies?
Google Ads has strict policies regarding advertising for restoration services, especially when dealing with emergency services and insurance claims.
Why This Matters:
- Some agencies use misleading tactics that violate Google’s rules, which can get your account suspended or banned.
- Restoration services often involve emergency keywords, which require careful compliance to avoid ad disapprovals.
- Google has insurance lead generation regulations, and the agency should know how to navigate them.
Follow-Up Questions to Ask:
✔️ How do you ensure my ads comply with Google’s policies?
✔️ Have you ever had a client’s account suspended? If so, how did you resolve it?
✔️ Do you use Google Local Services Ads (LSAs) alongside PPC campaigns?
Red Flag: If they promise quick rankings, don’t mention Google’s rules, or use shady tactics, they may put your ads (and business) at risk.
Final Thoughts: Choosing the Right Restoration PPC Agency
Hiring a PPC agency for your restoration business is a major investment, so take your time to ask the right questions. The best agency will:
✅ Have proven experience with restoration PPC campaigns.
✅ Know how to optimize ads for high-converting leads (not just clicks).
✅ Track meaningful metrics like conversion rate and ROI.
✅ Provide transparent budget management and compliance strategies.
Before signing a contract, ask yourself: Does this agency understand the urgency, local competition, and specific challenges of the restoration industry? If the answer is no, keep looking.
For further guidance on choosing the right agency, you can refer to a detailed guide on restoration PPC at https://restorationinbound.com/choosing-the-right-restoration-ppc-agency-a-complete-guide/.
So, are you ready to take your restoration business to the next level with PPC advertising? Let’s discuss—what challenges have you faced in running PPC campaigns, and how can we help you find the right solution.
