AdWords is Google’s paid online advertising program. It can be used to increase traffic to your website and promote your business, as well as catch the attention of potential customers who are interested in your offerings.

A good (that is, productive and profitable) AdWords campaign reaches members of your target audience at the same time as they are searching online for the exact products and services you offer.

All business owners face the challenge of getting the most return on the marketing and advertising dollars they invest. A Google AdWords campaign is no different.

This feature article provides insights into how disaster restoration and carpet cleaning business owners can get the most return for their Google AdWords campaigns. You will learn what makes a successful ad group and the proper use of keywords cleaning and restoration business owners should use to increase profits.

An ad group contains the keywords (among other items) that are part of your AdWords campaign. But, how many keywords should an ad group have? How should your keywords be matched to your ad?

Using too many keywords, grouping them incorrectly or not properly matching them to the ads means you are getting little to no return on your AdWords investment, and worse, throwing money away.

Below I discuss four ways for you to optimize your use of keywords.

1. Group keywords correctly

Google’s AdWords lets you create and manage different types of ad campaigns. The ads and keywords used in each campaign can be broken down into separate ad groups.

Businesses that use several smaller ad groups to distinguish between their service offerings are on track to have successful ad campaigns; those who don’t use small ad groups are making a big mistake and missing out on the potential for new clients.

A successful ad group involves grouping keywords correctly around an associated ad, rather than combining all keywords into a single ad group. Whatever ad is shown to your potential client should be a match to whatever keyword they used in the search. The result is that your potential client will see an ad that meets their specific search criteria, rather than a generic ad that may not fit their immediate needs.

Disaster restoration companies generally offer multiple services, such as fire damage cleanup, smoke removal, flooding extraction, mold removal and renovation services. As such, the most effective campaigns will include an ad group for each of these services at a minimum. And, each ad group will contain the correct, most appropriate keywords associated with it. This breakdown of add groups with correctly grouped keywords allows for easy customization of your ad and facilitates management and optimization of the campaign.

When you group keywords correctly and develop different ad groups for your different product and service offerings, you are on your way to maximizing the return on your AdWords campaign investment.

2. Use 20 keywords maximum

In the cleaning and restoration business, it’s easy to get carried away listing dozens upon dozens of keywords. In fact, having too many keywords is a very common error.

Your advertising campaign will be much more effective if you keep your keyword count to no more than 20 — that is, twenty keywords maximum per ad group. For example, you may want to have specific ad groups for fire and smoke damage restoration, and another for basement flooding. Each of these two ad groups should have its own set of no more than 20 closely related keywords specific to the ad group, the ad and the landing page.

While 20 is the recommended maximum for keywords, you may occasionally need to use more than twenty or as few as five. Keywords consisting of two or three words combined in a phrase are generally very effective. And, it is not necessary to include variations of the keywords such as plurals or misspellings.

Most important is to ensure that the keywords are directly related to the theme of the ad group and the landing page. The key is to always ensure the content of your ad is a close match to the keyword(s) that will be searched.

3. Use the right match for your keywords

The type of keyword match you use will have a major impact on the results of your Adwords campaign. Google Adwords lets you add keywords to your campaign one of three ways: As a broad match, broad match modifier, phrase match or an exact match.

In a broad match keyword arrangement, your ad will show up in a search result whenever someone searches for that phrase, a similar phrase, synonyms, related searches or relevant variations. For example when you add “water damage restoration” as a broad match key word, Google will show your ad when anyone searches for a term containing that phrase, or one with close variations, like “iPhone water damage,” “water damage pickup truck,” “how to repair water damaged iPad,” etc.

A broad match modifier keyword means your ad will trigger if the search term contains your particular keywords in any order or their close variations. For example if your keyword is “+mold +service,” then your ad will trigger for search terms like “mold removal service,” “local mold service,” etc.

A phrase match keyword means your keyword phrase must be included in the search result as a complete phrase in same order the user enters it. For example, if the user enters “fire damage restoration,” then your ad will be shown to someone searching for “best fire damage restoration company,” “local fire damage restoration company,” etc.

Lastly, an exact match keyword must be an exact match to the term the user entered in their search. For example, if your keyword is “professional carpet cleaning,” then your Ad will only trigger when someone specifically searches for “professional carpet cleaning.”

4. The ads must match the keyword

Most disaster cleanup and renovation businesses offer a variety of services ranging from fire and smoke cleanup, to water extraction, to building renovations. If you want to ensure potential customers see your ads and find your business and website, your ads need to be specific to the services they are looking for and contain the right mix of keywords and terms.

Consider the following example. Your neighbor’s basement is flooded and they need someone to remove the water and dry out the area immediately. They search for a business using terms, such as “flooded basement cleanup.”  They are only interested in seeing ads from companies that offer water extraction and cleanup services and ignore other, more generic or unrelated ads. Ads based on general keywords are less likely to reach the customer you want.

When developing an ad campaign for each type of service you offer, the best way to ensure your ad will get the results you want is to think the way your target customers do. Develop ads for your specific services, and use keywords that are directly related to that service. For optimum results, your keywords should match the words and terms a potential customer will use when conducting their own search.

Sonny Ahuja is an internet marketing expert, specializing in high-conversion responsive website design, optimized mobile sites, Google AdWords and SEO. He mainly helps remodeling, disaster restoration and cleaning companies get more leads by developing their online lead generation systems. See how he can help you grow by setting up a free consultation at (414) 434-9557 or by reaching out to his personal assistant Jody at Read more tips and tricks related to internet marketing on his blog at