Nicole Vullo
on
Written by Welton Hong, Ring Ring Marketing
Running a successful pay-per-click (PPC) ad campaign isn’t just about showing up; it’s about showing up for the right audience. Many funeral homes focus heavily on selecting the “perfect” keywords, but that’s only one side of the coin. If you’re not also eliminating the wrong traffic, you’re leaving the back door wide open—and your ad budget is walking out.
Think of your PPC campaign like planning a formal dinner party. Your positive keywords are the invitations you send out: they determine who shows up. But if you don’t set clear expectations or limit plus-ones, you might find your living room packed with folks who thought it was a backyard barbecue. Negative keywords are your way of saying, “This isn’t that kind of party.”
Let’s say your funeral home provides high-end funeral services. You bid on terms like “funeral homes near me” or “funeral service near me.” But without negative keywords in place, your ads might show up for queries like “free burial options” or “pet cemetery locations.” These users aren’t your target clients, yet you’re still footing the bill when they click your ad.
In deathcare, marketing budgets are often tight—and understandably so. Each click matters. That’s why trimming out the noise is just as important as attracting interest. Negative keywords help filter out people who are curious but not committed, or looking for services you simply don’t provide.
A good starting point is to build a basic negative keyword list using terms like “cheap,” “free,” “DIY” or “pet.” Then, let your campaign data do the talking. Set a reminder to check your search terms every week or two. If you see phrases coming through that don’t align with your offerings, add them to your negative keyword list immediately. Platforms like Google Ads make this process relatively easy; it’s just a matter of staying on top of it.
It’s also wise to test variations of your keywords and monitor conversion quality, not just click-through rates. A high number of clicks looks good on paper, but if those visitors aren’t engaging or converting, it’s a signal your targeting might be off. Use A/B testing to compare different keyword combinations, and don’t be afraid to pause underperforming ads. PPC isn’t about setting it and forgetting it. Adjust as you go.
On the flip side, don’t let your targeting become too restrictive. If your keyword list is overly narrow, you might miss out on genuinely interested people who just used different phrasing. Adjusting your keywords should be a regular habit, like checking the oil in your car—ignore it too long, and things get costly.
At the end of the day, PPC is about understanding human behavior and guiding the right people to your doorstep. Fine-tune your message, screen your audience carefully, and your ad dollars will go further.