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PPC / Google Ads Management
Campaigns built around inspection, ITM, installation, and testing — targeted at facility managers and building owners who need to book a job, not homeowners browsing for a quote.
The problem
Generic PPC agencies build one broad campaign, stuff every keyword into a handful of ad groups, and call it done. For a fire sprinkler or fire alarm contractor, that structure guarantees waste — your ads show up for “fire sprinkler diagram,” “how sprinkler systems work,” and homeowner insurance questions right alongside the property manager searching for NFPA 25 inspection near me. You pay for all of it.
The deeper issue is that most agencies running your account have never read an inspection report or priced a fire pump replacement. They don’t know that a facility manager searching “fire alarm testing company” is a different buyer, on a different timeline, than a general contractor searching “commercial fire sprinkler installation bid.” When the account can’t tell those two apart, the ad copy, the landing pages, and the bidding all end up generic — and generic doesn’t win against a compliance deadline.
This is why so many fire protection companies conclude “Google Ads doesn’t work for us” after a bad six-month run. It wasn’t the platform. It was an account built like it was selling a consumer product instead of managing recurring commercial compliance work. See our full PPC management program for how we structure accounts differently from day one.
What it does
We structure your Google Ads account around the way commercial fire protection buyers actually search and buy — by service line, by urgency, and by role. Inspection and ITM searches get their own campaign because they’re driven by recurring compliance deadlines. Installation and retrofit searches get their own campaign because they’re driven by construction timelines and RFPs. Emergency and 24/7 repair searches get their own campaign because they need aggressive bidding and instant call routing, not a three-day nurture sequence.
Inside each campaign, ad groups stay tightly themed around a single service, not a grab-bag of loosely related terms. That tight structure is what makes strong Quality Scores possible, and it’s what lets us send “fire pump testing” traffic to a fire pump testing page instead of your homepage. Keyword selection is pulled from the same commercial-intent research we use in our keyword strategy work, so paid and organic reinforce the same terms your actual buyers type.
What’s included
Separate campaigns for inspection/ITM, installation, fire alarm, backflow testing, and emergency repair, each with its own budget, bidding strategy, and performance targets so one service line's spend never masks another's results.
Ad groups built around a single service and a small cluster of closely related keywords, keeping ad copy relevant and Quality Scores high instead of forcing one generic ad to cover a dozen unrelated searches.
Ad copy written for facility managers, property managers, and general contractors — referencing compliance deadlines, licensing, NICET certification, and response times instead of consumer-style messaging that ignores the actual buyer.
Bidding strategies built around tracked phone calls, quote requests, and, where possible, offline conversion data imported from your CRM so Google's algorithm optimizes toward booked jobs, not cheap clicks.
Budget allocated toward your highest-value service lines and scheduled around your actual business hours and crew availability, with spend pulled back automatically when a campaign starts drifting toward low-intent traffic.
Weekly search term audits, negative keyword additions, ad copy testing, and a monthly report that ties spend directly to cost per lead and, wherever tracking allows, cost per booked job.
Browse transparent packages and individual service pricing. No form, no obligation — just real numbers.
How we work
Phase 1
We start by auditing what’s already running — or building from scratch if this is a new account — mapping every service line to its own campaign structure and pulling in commercial-intent keywords from real search term data, not guesswork.
Phase 2
Every ad group gets ad copy written for the buyer actually searching that term, pointed at a landing page built for that exact service, so the message stays consistent from search result to conversion.
Phase 3
We install call tracking, form tracking, and where your CRM supports it, offline conversion import, so bidding decisions are based on booked jobs and qualified calls instead of clicks or form submissions alone.
Phase 4
Search terms, negative keywords, bids, and ad copy get reviewed every week, with monthly reporting that shows cost per lead by service line and flags where budget should shift toward what’s actually converting.
Why it matters
Service-line campaigns typically separated per account
Commercial-intent keyword targeting, no residential traffic
Search term and negative keyword review cycle
Dedicated landing page per ad group, matched to the ad
Questions
Founder & Lead Fire-Protection Marketing Strategist
Terry has spent two decades turning technical, hard-to-market service businesses into category leaders online. As founder of SEO University and the SEOST Digital Marketing Conference — and through the national agency Salterra — he now applies that rigor exclusively to fire protection. More about Terry →
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Ready when you are
Get a free audit of your current Google Ads account — or a clean-slate build if you’re starting from zero — and see exactly where commercial-intent budget is being lost to irrelevant traffic.