Many searches are people wanting to inspect their own home: 'home inspection checklist', 'what to look for when buying a house.' These DIYers specifically want to avoid hiring an inspector. They'll click your ad, download your content, and never convert.
Sellers searching 'pre-listing inspection' and 'home inspection before selling' are a different service with different urgency than buyer inspections. Mixing these campaigns means generic messaging that misses the specific value proposition for each segment.
Home inspection attracts people researching how to become an inspector: 'home inspector training', 'home inspector license', 'home inspector salary.' Without filtering, 15-20% of clicks are aspiring inspectors, not clients.
Broad match keywords trigger your home inspector ads for searches like "home inspector jobs" and "home inspector salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Home Inspectors who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But home inspector searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different home inspector customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
DIYers wanting to inspect themselves, not hire professional.
Career researchers, not homebuyers.
Training seekers, not clients needing inspections.
Usually related to scams or government programs, not buyers.
Industry professionals, not consumers.
Two powerful tools for home inspectors to improve your Google Ads performance