Why Am I Getting Junk Calls From Google Ads?

Reason one: no negative keywords

Negative keywords tell Google which searches you don't want your ad on (Google Ads Help). For example, a plumber who doesn't add "how to", "DIY" or "jobs" can pay for someone fixing their own tap or looking for work.

One thing most owners miss: negative keywords don't cover close variants, so you need to add singular and plural versions yourself (Google Ads Help). Also, don't overdo it. Google warns that too many negatives can cut how many real customers see your ad.

Reason two: your location setting

Google Ads has two location options. "Presence or Interest" reaches people in your area plus people who've shown interest in it. "Presence" only reaches people who are in the locations you picked (Google Ads Help).

The reason why this matters for a furnace repair company in Toronto is simple. You can't fix a furnace for someone in another province who just searched for Toronto. Google itself says to consider "Presence" when you only want people in specific places (Google Ads Help). Google also says location targeting isn't 100% accurate, so check your results.

Read your search terms every week

Look at the actual searches that triggered your ads, every week. Anything that isn't a job you'd take becomes a negative keyword. That one habit fixes more junk than any setting.

Is it a junk lead or a missed lead?

Before you blame the ads, listen to a few calls. Sometimes the call was good and nobody called back fast enough. A dedicated SDR who follows up with every lead and books the ones who are ready takes that question off the table. See how we run paid ads.

Questions you should also be asking

• Is Google Ads still worth it for a home services company?
• Which negative keywords should a plumber add first?
• Should a contractor use Presence or Presence or Interest targeting?
• How do I tell a junk lead from a lead we didn't follow up?

FAQ

Why am I getting junk calls from Google Ads?

Usually two settings: missing negative keywords, so your ad shows for searches like DIY questions, and location targeting that reaches people interested in your area instead of people in it.

What are negative keywords?

Searches you tell Google not to show your ad for. They don't cover close variants, so add singular and plural versions yourself.

What is the difference between Presence and Presence or Interest?

Presence reaches people in the locations you picked. Presence or Interest also reaches people who have shown interest in those locations.

How often should I check my search terms?

Every week. Any search that isn't a job you'd take should become a negative keyword.

Which negative keywords should a plumber add first?

Start with searches you'd never book: how-to and DIY searches, job hunting, and services you don't do.

Should a contractor use Presence or Presence or Interest targeting?

If you only take jobs in your area, Presence is the safer start. Google itself suggests it when you only want people in specific places.

How do I tell a junk lead from a lead we didn't follow up?

Listen to the call and check how fast someone called back. A good lead nobody called back looks like junk on a report.

Want a second set of eyes on where your calls come from? Book a call and we'll go through it with you.