2025 Restoration Paid Search Trends: What We Are Seeing in the Industry

The digital marketing landscape is transforming rapidly in the restoration paid search space. As more players enter the paid media space and weather events continue to affect demand, it is critical for paid search experts and business owners to understand the paid search trends in the industry. Below, we break down what we are seeing in Microsoft (Bing) and Google Ads for restoration services in 2025 so far.

Increased Competition in Both Google and Microsoft Ads

We continue to see an increase in competition in the restoration industry. From 2024 to 2025, we saw almost double the number of advertisers. The competitive mix consists of large franchises, local restoration companies, and large and small aggregators. The increased need for leads has pushed more advertisers into the space, fighting for visibility. As the demand for restoration jobs grows, so does the investment in paid search.

Increase in CPCs

Alongside the increased competition, we are seeing the cost-per-click (CPC) increase at a rapid pace. Year over year, we have seen a 15-35% increase in CPCs in both Google Ads & Microsoft Ads. Interestingly, this increase is primarily occurring in Google & Bing Search, but not Search Partners sites. Search Partner clicks may cost less, but the quality is not as strong as Search. While we recommend testing Search Partners, we do caution you to be careful and keep a close eye on search terms and budgets.

To stay ahead of the competition, we recommend continual keyword research and testing to identify less competitive keywords in the space. We also recommend testing all different match types, as you may find success in a match type that did not work previously.

Increase in Search Partner Traffic

Google & Microsoft Ads are continuing to expand their Search Partner Networks, introducing new inventory at any moment. These additional sites can significantly impact campaign performance if not monitored closely. We recommend continual search term and budget analysis to decrease your risk when using Search Partners.

While enabling search partners can cause volatility, they present an opportunity to capture more volume if you can import true conversion data. When campaigns are supported with accurate data, we have seen success.

Seasonal Swings Drive Demand

Possibly the largest factor that plays into demand is seasonality and weather-related events, specifically water damage. Water damage is heavily dependent on storms, hurricanes, freezing temperatures, and other weather-related events. Additionally, we tend to see the mold removal category fluctuate with water damage, especially after a larger storm.

Being proactive and aligning campaign budgets and messaging with weather forecasts can give restoration businesses a significant edge during high-demand periods.

Keeping Your Restoration Paid Media Strategy Competitive

If you’re in the restoration industry, staying ahead in paid search means being agile. As CPCs rise and competition increases, success hinges on continual keyword testing, messaging, and being able to react quickly when storms occur. By aligning with these trends, and preparing for seasonal demand, you can ensure your paid media strategy stays competitive in an evolving landscape.

At Socius, staying one step ahead is our daily practice. Our paid-search strategists monitor platform shifts, weather-driven demand, and evolving user behavior in real time, then translate those insights into ROI-focused campaigns for every client. That commitment to proactive innovation is why our clients not only keep pace with the market but consistently outperform it. Curious how our experts can future-proof your restoration campaigns? Reach out to connect with us.