Paid search built to make phones ring

Call-only campaigns, call assets, and location assets on the keywords where consumers pick up the phone. Negative keyword lists are built per vertical, so a Medicare campaign never pays for a job seeker and an accident campaign never pays for a curiosity click. Negatives go in by match type, not as one flat list: exact negatives kill the single query that wasted the money, phrase negatives cut the pattern sitting behind it, and broad negatives are held back for themes that never belong in the account at all. The lists live at the account level and get layered per campaign, so a term cut once in one vertical does not have to be found again in the next.

Calls that arrive when nobody answers are wasted spend. We schedule bids around your intake team's staffed hours, push budget into your strongest answer windows, and taper spend when your closers go home. Weekends and holidays get their own schedule, since a Saturday morning answer rate rarely matches a Tuesday and the bid that made sense on one does not carry to the other. If your intake closes early on a given day, the schedule gets pulled back the same day, so budget stops before it buys calls nobody is there to take.

Every campaign gets dedicated tracking numbers with full call recordings. You see the keyword, the call duration, and the disposition in one view, so budget moves toward the terms that produce signed clients, not the terms that produce dials. Calls your team disputes are flagged in that same view and roll up to the keyword that produced them, so a term with a respectable cost per call but a high dispute rate cannot hide behind its own average. That flag is what triggers the bid cut or the negative, usually before the pattern has spread across the rest of the ad group.

The weekly report opens at the search-term level rather than the campaign level: every query the platforms disclose, what it cost, and what it produced in qualified calls against your written standard. Underneath it sits the negative keyword log, every term added that week with the reason it was cut, whether it pulled job seekers, students writing papers, consumers outside the states you can service, or people shopping a product you do not sell. Answer rate is broken out hour by hour and laid against the windows your intake team is actually staffed, which is usually where the schedule needs the most work and where a change costs nothing to make. The last section looks forward: the terms scheduled to come out or take a bid cut in the coming week, with the numbers behind each one, so you see a cut before it happens and can override it if you know something about that query the data does not.