Is This the Right Fit?
For advertisers receiving inquiries about jobs they do not offer, locations they cannot serve, or people looking for employment and DIY advice.
What We Can Work on Together
- Search-term and spend review
- Exclusion recommendations by intent
- Campaign and landing-page alignment
- Change log and lead-quality follow-up
We agree on the deliverables and priorities for your business before work begins.
Find the Spend That Never Should Have Happened
Search term reviews reveal DIY phrases, jobs searches, competitor confusion, parts questions, distant cities, and low-value service requests.
Group Negatives by Theme
Negative keywords should be organized around jobs, products, research, locations, competitors, low-fit services, and emergency fit so cleanup is repeatable.
Use Call Quality to Improve Keywords
The best cleanup process connects search terms to actual call outcomes instead of judging every keyword by click metrics alone.
Separate Irrelevance From Early Research
Not every search without a conversion is a bad search. We compare the query with your offer, location, ad message, and lead feedback before recommending exclusions. Job seekers and parts shoppers may be obvious mismatches, while an estimate-related phrase could be valuable. The review protects relevant demand while identifying spend that does not fit your business.
Apply Changes at the Right Level
Some exclusions belong across the account; others only make sense for a particular service campaign. We organize the recommendations so an attempt to clean up repair traffic does not unintentionally block a replacement campaign. We also look for mismatches that need a better ad or page, rather than another negative keyword.
Check What Happens After the Cleanup
We document the reason for major changes and review subsequent traffic and inquiry quality. A lower click count may be a good result if the remaining searches fit the business better, but fewer clicks alone is not proof of improvement. Qualified calls, bookings where available, and spending patterns provide the useful context.
Common Questions
Will This Fix Every Poor-Quality Lead?
No. Location settings, landing-page clarity, conversion definitions, and call handling can also affect lead quality. Search terms are one important part of the review.
Can Cleanup Be Part of Ongoing Management?
Yes. Search-term review belongs in ongoing campaign work because customer demand, account structure, and available query data change over time.