When it comes to running successful Google Ads, most small business owners start with a big mistake: they bid on keywords that are too broad. Words like “plumber,” “contractor,” or “flooring” might seem like a good starting point—but they rarely convert into paying customers. Why? Because they don’t reflect clear buying intent.
If you want to get real leads from your Google Ads campaign, you need to focus on high-intent keywords—phrases people type in when they’re ready to hire someone now.
What Are High-Intent Keywords?
High-intent keywords usually include action words and specific services. For example:
- “septic tank pumping near me”
- “emergency drain cleaning service”
- “hardwood floor refinishing contractor”
These types of phrases indicate that the searcher knows what they want and is looking for a provider—today.
How to Find High-Intent Keywords
The best place to start is Google’s Keyword Planner tool. Here’s a simple process:
- Open Keyword Planner in your Google Ads account.
- Enter a base keyword like “septic service” or “tile installation.”
- Look for keyword phrases that include terms like “install,” “repair,” “near me,” “emergency,” or a ZIP code.
- Sort by volume and cost-per-click. High CPC often indicates commercial intent—it means advertisers are willing to pay for that traffic because it converts.
What to Avoid
Stay away from vague or research-based keywords like:
- “contractor”
- “how to fix a toilet”
- “flooring ideas”
These are more likely to attract DIYers or job seekers—not paying customers.
Final Thoughts
High-intent keywords are the foundation of a profitable Google Ads campaign. They help you spend less and earn more by targeting only those who are ready to hire. If you’re not sure whether your current keyword list is working, it’s worth taking a closer look.
Need help? I offer free consultations for home service business owners who want better results from Google Ads.
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