Renters, DIY Questions and Jobs You Don't Do: Filtering Mold Leads Before You Pay for Them

Every mold company owner has taken these calls: a tenant whose landlord will decide, someone asking how to bleach a shower, a homeowner who needs demolition or water extraction you don't offer. Each one cost you a click, and the time it took to call back.

A Logic Inbound client in the Richmond, VA area hit 128% of its agreed lead goal on a brand-new website and $3,000 a month. Over the whole campaign, only five leads were flagged as bad. Most of the work went into who the ads left out.

Write down what you don't do

This company tests and remediates, but does no demolition and no water or fire mitigation. Many people searching "mold" need exactly those things. Turning that list into negative keywords and ad wording kept the budget on people the company could help.

Speak to the person who can sign

Renters were the hardest group. They cannot approve work on someone else's property, and they were the hardest to filter out. Ads and the landing page were written for owners, and leads were reviewed with the client so the targeting kept getting tighter. Even so, a renter with a moldy washing machine got through. No filter is perfect, which is why the weekly review matters.

Don't wait for the new website

A brand-new site has no authority. Instead of waiting months, a custom landing page was built alongside the campaign, so every ad went to a page that matched it.

A checklist for your own ads

• List every service you don't offer, and make each one a negative keyword
• Write ads for homeowners and decision-makers, not anyone who sees mold
• Match each ad to a page: remediation to remediation, testing to testing
• Review calls and forms weekly and tag the bad ones, so you learn what to exclude next

Read the full case study, or find out what your current ads are paying for with a free Mold Call & Scope Audit.