A search for a tow truck can come from a stranded driver, a job seeker, or someone buying equipment. Review the intent before deciding where your budget belongs.
Choose the match deliberately
A negative phrase excludes searches containing those words in the same order, with other words allowed around them. A negative exact match targets that search without extra words. Negative keywords do not automatically cover every close variant. Review plurals and related terms in the actual report. Google’s negative keyword guidance explains the matching rules.
- Candidate phrase: "tow truck for sale" can exclude used tow truck for sale near me.
- Protect: tow truck price can be a driver asking what a tow costs. Do not automatically exclude it.
- Investigate: insurance, trailer, abandoned vehicle, cheap, app, pay, and winch can occur in useful requests. Check services, context, and outcomes.
Reviewable starter groups
Each line below is in negative phrase format. Select candidates that fit a particular campaign. Do not apply every group to every campaign by default.
People seeking work
Candidates for a consumer towing campaign. Keep recruiting campaigns separate.
"tow truck driver jobs"
"towing jobs"
"tow truck driver salary"
"how to become a tow truck driver"
"towing careers"Equipment shopping
Specific purchase intent is a better candidate than a service word such as winch, flatbed, or wheel lift.
"tow truck for sale"
"wrecker for sale"
"rollback for sale"
"tow truck financing"
"tow truck parts for sale"
"winch for sale"Training
Review these if you sell towing services rather than training or certification.
"tow truck training course"
"towing school"
"towing certification course"
"wreckmaster training"Games and toys
The intent is narrower than excluding video, show, or game on their own.
"tow truck simulator"
"tow truck game"
"toy tow truck"
"lego tow truck"
"tow mater toy"Business supplies
These searches generally concern running a towing business. Check the actual term before adding an exclusion.
"towing dispatch software"
"towing invoice template"
"towing business plan"
"how to start a towing company"
"towing company for sale"A short weekly review
- Open the search terms report and review meaningful spend over a useful date range.
- Classify terms as relevant, clearly irrelevant, or needing more information. A term with no conversion yet is not automatically irrelevant.
- Compare service requests and completed-job outcomes where you can. Protect service lines and profitable coverage areas.
- Add only the exclusions you can explain. Use the narrowest sensible scope: ad group, campaign, or an appropriate shared list.
- Keep a dated note of changes. Review for blocked useful searches after each update.
A smaller, reviewed list is easier to trust than a large imported list. Pair this work with the Completed Job Tracker to see what happens after the call, then use the break-even calculator to evaluate your budget.