$1.3M in Home Restoration Jobs via Google Ads

The Challenge

Spaulding Decon of West Palm Beach provides home restoration, crime scene cleanup, hoarding cleanup, and biohazard remediation services. They needed consistent lead flow for their specialized services in the South Florida market, where emergencies require immediate response.

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Our Approach

We launched comprehensive Google Ads campaigns targeting high-intent local searches, with a focus on capturing emergency situations when they occur.

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Keyword Strategy

Our targeting focused on high-commercial-intent terms:

• Crime scene cleanup: "crime scene cleanup West Palm Beach," "trauma cleanup services"
• Hoarding cleanup: "hoarding cleanup near me," "hoarder house cleaning"
• Biohazard services: "biohazard removal Florida," "biohazard remediation"
• Emergency restoration: Emergency-focused keywords for urgent situations

We implemented a tiered keyword structure:

• Branded terms (highest conversion)
• High-intent service-specific keywords
• Broader discovery keywords

This separation allowed optimal budget allocation and bidding strategies for each tier.

Negative keyword lists excluded irrelevant searches and DIY-focused queries to improve lead quality and reduce wasted spend.

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Ad Copy & Messaging

We emphasized key factors for emergency restoration services:

• 24/7 emergency availability
• Certified technicians
• Discreet service (important for sensitive situations)
• Insurance billing capabilities

Multiple ad variations tested different value propositions and calls-to-action to find the highest-converting messaging.

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Bidding Strategy

We used Target CPA bidding optimized for phone calls and form submissions with bid adjustments for:

• High-intent hours (evenings and weekends when emergencies typically occur)
• High-value zip codes within the service area
• Mobile devices for immediate call conversion

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Landing Page Optimization

Service-specific landing pages were mobile-optimized and included:

• Prominent click-to-call buttons for immediate contact
• Trust signals including certifications and insurance partnerships
• Before/after project photos showing quality of work
• Urgent response messaging emphasizing availability
• Discreet service guarantees

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Conversion Tracking

We implemented call tracking to attribute phone leads back to specific keywords and ads, allowing for data-driven optimization and budget allocation.

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Geographic Targeting

We focused on West Palm Beach and surrounding cities within the service radius, with bid modifiers increasing bids in high-value zip codes where services are most needed.

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Ongoing Optimization

Weekly search term analysis identified new keyword opportunities and added negative keywords to continuously improve campaign performance.

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Results

Through strategic keyword targeting, aggressive bidding on high-intent terms, and conversion-focused landing pages, we generated over $1.3M in home restoration jobs while maintaining cost per lead below target thresholds, establishing Spaulding Decon as the dominant local provider in emergency restoration services.