Emergency Cleanings
📣 ICP Ad Targeting
Which service we advertise to which buyer, the terms they actually search, the terms that will burn the budget, and the themes to test. Everything here is a targeting decision.
The rule
read firstThese profiles exist to decide advertising content, keywords and themes. Nothing here is a sales process. That lives in the Sales Playbook.
Overlap rule. ICPs overlap by design. A daughter who owns her mother's house is both Profile 1 and Profile 8. Every target is advertised to under one primary ICP, and the secondary role is never used as a target. When two profiles compete for the same term, the term is assigned to one of them and only one.
Services by ICP
what we advertise to whomemergencycleanings.com publishes nine service pages. Each one is a landing page, so each one needs to know which buyer its ad copy is speaking to. No mold, water or fire restoration anywhere in the set.
P means the ad set leads with that service. S means it appears on the landing page and never in the headline. No means we do not advertise that service to that profile at all.
| Profile | Hoarding | Emergency | Junk Removal | After Death | Industrial | Sewage Backup | Spill | Feces & Urine | Encampment |
|---|---|---|---|---|---|---|---|---|---|
| 1The Family Caregiver | P | S | S | S | No | S | No | S | No |
| 2The Property Manager | S | P | P | S | No | S | S | S | S |
| 3The Estate Closer | S | S | P | S | No | S | No | S | No |
| 4The Plant Manager | No | S | S | S | P | S | P | S | S |
| 5The Resident | P | No | S | No | No | S | No | S | No |
| 6The Agency Case Manager | P | S | S | S | No | S | No | P | S |
| 7Commercial Property Owner | No | P | P | S | S | S | S | S | P |
| 8Residential Property Owner | S | P | P | S | No | S | S | S | No |
| 9Commercial Insurance Adj. | No | S | S | P | P | S | P | S | No |
Hoarding is primary for three profiles and they must not share creative. Profile 1 is a family paying for someone else, Profile 5 is the person who lives there, Profile 6 is an agency acting on a housing order. Same crew, three different ads.
Feces and urine is primary only for Profile 6, because squalor cases are what an APS or code file actually looks like. Everywhere else it belongs on the page and not in the headline.
Homeless encampment is primary only for Profile 7. It is a vacant-lot and behind-the-building problem, and the owner is the one who pays for it.
Sewage backup reaches almost everyone who owns or manages a building, including the residential profiles, because a failed line makes a home uninhabitable the same way it empties a storefront.
Spill is one service at nine different sizes
A P or an S in the grid says whether to advertise it. It does not say what to picture. A spill for a property manager is a gallon on a garage floor. A spill for a plant manager is a containment failure with confined space rules attached. The ad has to show the right one or it reads as written for somebody else.
| Profile | What a spill actually is | What the ad has to convey |
|---|---|---|
| 1 · Family Caregiver | A heating oil tank seeping in a basement. A garage of old paint, solvents and fuel found during a hoarding clear. | Rare enough to stay off the headline. Handle it as something discovered mid-job. |
| 2 · Property Manager | Hydraulic or engine oil in a parking garage. A fuel delivery overfill. A tenant's chemical spill in a commercial unit. A boiler or mechanical room leak. | Small, fast, no shutdown. The unit or the garage level reopens today. |
| 3 · Estate Closer | A buried or basement heating oil tank on an inherited property, or legacy chemicals in the garage, either of which stalls a sale. | It clears before closing. Tie it to the date. |
| 4 · Plant Manager | A process line release, a tank or secondary containment failure, a tanker or rail transfer, a hydraulic blowout. | Scale, containment, and the compliance stack. Confined space and process safety rules are in play. |
| 5 · Resident | Not a target. | No spill creative for this profile. |
| 6 · Case Manager | Not a target. | No spill creative for this profile. |
| 7 · Commercial Owner | A parking structure or loading dock. A generator or transformer. Drums a vacated tenant left behind. | Liability on an asset they own, and the space back in service. |
| 8 · Residential Owner | Driveway or garage oil. A heating oil tank on a rental. Chemicals left behind after a tenant moves out. | It does not stop the turn. They do not have to be there for it. |
| 9 · Commercial Adjuster | Any of the above once it becomes a covered loss. The size is whatever the adjuster scopes. | Containment time, a defensible scope, and business interruption running underneath it. |
The same logic applies to junk removal, which runs from a single room to a warehouse, and to after death, which runs from a bedroom to a plant floor. Worth breaking those out the same way if the spill version proves useful.
By service page
who each landing page talks toRead the grid the other way. Each row is a live page on the site and the profile whose copy should own it.
| Service page | Leads with | Also serves | The angle |
|---|---|---|---|
| /hoarding-cleanup-service/ | 1 · Family Caregiver | 5 · Resident, 6 · Case Manager | Split the page or split the campaign. A family paying and a resident paying cannot read the same headline. |
| /emergency-cleanup-service/ | 7 · Commercial Owner | 2 · Property Manager, 8 · Residential Owner | Speed and one crew for the whole property. |
| /junk-removal-services/ | 8 · Residential Owner | 2, 3 · Estate Closer, 7 | Highest generic volume in the account. Separation happens in the ad, not the keyword. |
| /after-death-cleaning/ | 9 · Commercial Adjuster | 1, 3, 7 | Most valuable click on the site. Discretion for families, documentation for carriers. |
| /industrial-cleanups/ | 4 · Plant Manager | 9 · Commercial Adjuster | Outage windows for the plant, business interruption for the carrier. |
| /sewage-backup-cleanup-service/ | 7 · Commercial Owner | 2, 8, 9 | Occupancy is lost until it is done. Note the covered-loss angle where a sewer backup endorsement applies. |
| /chemical-oil-spill-cleanup-service/ | 4 · Plant Manager | 7, 9 | Containment and response time. This page and the industrial page share a buyer. |
| /feces-cleanup-service/ | 6 · Case Manager | 1, 2, 7, 8 | Written for a caseworker's file, not for a consumer. Keep the clinical register. |
| /homeless-encampment-cleaning/ | 7 · Commercial Owner | 6 · Case Manager | Private property owner first, municipal procurement second. |
Where the volume actually is
assigned by profileTwo findings from the September pull change how Profiles 7 and 8 get targeted.
Landlords do not self-identify in search. Every landlord-qualified term returned no measurable volume: rental property cleanout, tenant cleanout, landlord junk removal, junk removal for landlords, abandoned property cleanout, distressed property cleanout, rental turnover cleanout, biohazard cleanup home. Profile 8 cannot be reached by an ICP-specific keyword. They search the generic cleanout terms, and we separate them with ad copy and landing pages instead.
Most commercial qualifiers are dead too. No volume for commercial cleanout, retail store cleanout, vacant building cleanout, commercial property cleanup, squatter cleanup, illegal dumping removal, commercial biohazard cleanup, vandalism cleanup, or tenant abandonment cleanup. Only the unqualified head terms carry demand.
| Term | Vol / mo | Competition | Avg CPC | Assigned to |
|---|---|---|---|---|
| hoarding cleaning services (cluster) | 5,400 | Medium | $14.31 | 1 · Family Caregiver |
| house clean out (cluster of 4) | 5,400 | Low | $9.89 | 8 · Residential Owner |
| construction debris removal (cluster) | 4,400 | Low | $8.89 | 7 · Commercial Owner |
| commercial junk removal | 3,600 | Low | $14.76 | 7 · Commercial Owner |
| estate cleanout services | 3,600 | Low | $11.38 | 3 · Estate Closer |
| commercial junk removal near me | 2,900 | Low | $14.95 | 7 · Commercial Owner |
| crime scene cleanup | 2,900 | Low | $19.59 | 7 · Commercial Owner |
| estate cleanout | 2,400 | Low | $11.85 | 3 · Estate Closer |
| hoarding cleanup | 2,400 | Low | $15.10 | 1 · Family Caregiver |
| biohazard cleanup | 2,400 | Low | $56.11 | 7 · Commercial Owner |
| hoarding cleanup services near me (cluster) | 1,900 | High | $13.99 | 1 · Family Caregiver |
| foreclosure cleanout | 1,600 | Low | $8.19 | 8 · Residential Owner |
| cleanout services | 1,600 | Low | $9.83 | 8 · Residential Owner |
| how to help a hoarder | 1,300 | Medium | $0.98 | 1 · Family Caregiver (content) |
| house cleanout service | 1,300 | Low | $7.68 | 8 · Residential Owner |
| apartment cleanout | 1,000 | Low | $10.41 | 2 · Property Manager, then 8 |
| graffiti removal service | 1,000 | Low | $10.12 | 7 · Commercial Owner |
| dispose of construction debris (cluster) | 880 | Low | $7.37 | 7 · Commercial Owner |
| property cleanout | 720 | Low | $8.24 | 8 · Residential Owner |
| trash out | 720 | Low | $8.45 | 8 · Residential Owner |
| hoarding help near me | 590 | High | $10.61 | 5 · Resident |
| commercial junk removal services | 590 | Low | $22.36 | 7 · Commercial Owner |
| unattended death cleanup | 480 | Medium | $47.75 | 7 · Commercial Owner |
| demolition and junk removal (cluster) | 480 | Medium | $7.92 | 7 · Commercial Owner |
| hoarder cleanout services | 390 | Low | $16.31 | 1 · Family Caregiver |
| eviction cleanout (cluster) | 390 | Low | $7.95 | 8 · Residential Owner |
| office cleanout services | 210 | Low | $23.05 | 7 · Commercial Owner |
| office junk removal | 210 | Low | $23.81 | 7 · Commercial Owner |
| help for hoarding near me | 210 | High | $10.41 | 5 · Resident |
| homeless encampment cleanup (cluster) | 170 | Low | $14.84 | 7 · Commercial Owner |
| whole house cleanout | 170 | Low | $8.71 | 8 · Residential Owner |
| warehouse cleanout | 110 | Low | $16.22 | 7 · Commercial Owner |
| graffiti abatement | 110 | Low | $22.29 | 7 · Commercial Owner |
The most valuable click in the set is biohazard cleanup at $56.11 average with a $100 top-of-page ceiling. The commercial qualifier on it has zero volume, so the unqualified head term is the only way in.
The commercial space is uncontested. Not one commercial cleanout or junk removal term came back High competition. The only hard-bid ground in the commercial set is graffiti DIY and the property-preservation vendor networks, and neither of those is a buyer.
The estate cluster goes to Profile 3. Roughly 7,700 a month sits across the estate cleanout terms. Under the overlap rule those belong to the Estate Closer, and Profile 8 takes the foreclosure, eviction and generic house cleanout language instead.
Negatives
the list that protects the budgetEvery cluster below has real search volume and will spend real money on someone who will never buy. This is the highest-value page in the document.
| Trap cluster | Why it is wrong |
|---|---|
| property preservation, property preservation companies / services / contractor / management, MCS, Safeguard, Cyprexx | Contractors looking for work and vendor-network enrollment, plus job seekers. We would be paying to attract our own competitors. Biggest trap in the set. |
| moving clean out (22,200/mo, $14.56) | Consumers moving house. The largest number in either data set and almost none of it is a buyer. It would eat a budget in days. |
| remove graffiti, graffiti removal from brick, graffiti removal from concrete, clean graffiti, power wash graffiti, laser graffiti removal | DIY how-to. The 25 cent top-of-page lows confirm no commercial bidders. Keep only graffiti removal service, graffiti removal near me and graffiti abatement. |
| squatter removal, squatter removal service, how to remove squatters | Legal and eviction intent. They want a lawyer or the sheriff, not a crew. Squatter cleanup demand does not exist as a search; we reach it through the eviction and cleanout terms afterwards. |
| commercial trash pick up, commercial trash removal, business trash pick up, commercial garbage removal | Recurring waste-hauling contracts. Wrong service model despite the healthy CPCs and the commercial qualifier. |
| garage cleanout, garage clean up service, basement cleanout, garage junk removal, and every near-me variant | Owner-occupant homeowners decluttering their own house. Cheap clicks, small tickets, no brokerage margin. Looks like Profile 8 and is not. |
| taking out the garbage, take out trash, throw out trash | Idiomatic noise at $12 to $13 a click. The worst value in either set. |
| bulk garbage drop off, bulk waste drop off, garage clean out dumpster, dumping waste disposal | Dumpster rental and municipal drop-off intent. They want a container, or a place to take it themselves. |
| hoarder house cleaning, clean a hoarders house, cleaning up a hoarders house | A family researching how to do it themselves. Informational. Route to content, never to a quote form. |
| garage clean out business, in and out junk removal | Someone starting a junk removal company, and a competitor's brand name. |
| airbnb turnover cleaning | Recurring maid service. Wrong service line entirely. |
The construction debris terms need dumpster and rental negatives layered on top. The volume is real and cheap, but a meaningful share of it wants a container dropped off rather than a crew showing up.
Themes by profile
what the ad saysEach theme is a hypothesis to test, not a finished line. Every one of them has to survive a landing page that cannot quote a price, because no one in this category quotes before an on-site scope.
1The Family Caregiver
Hoarding. Three angles worth testing against each other: price certainty ("we look at the whole house, then we give you one price, and it does not move"), the parent's consent ("your mom gets to say what stays, nobody gets bulldozed"), and discretion ("nothing on our trucks says what we do"). The consent angle addresses the fear the research says is strongest and that no competitor speaks to directly.
Own the informational layer too. How to help a hoarder costs 98 cents a click and puts us in front of this person weeks before they search for a company.
2The Property Manager
Emergency. Test vacancy days ("call us the day you have access"), the hard units ("we take the units your regular guys will not"), and administrative relief ("credentialed, insured to your limits, photo report on every unit"). Do not reuse consumer hoarding language on this profile.
Search barely matters here. This profile is won on credentialing platforms and local apartment associations.
3The Estate Closer
Emergency, hoarding secondary. Test the date ("tell us your listing date, we will tell you if we can hit it"), the record ("a written record of everything that left the property"), and the agent angle ("we empty it, you list it"). The estate cluster is 7,700 a month at $10 to $12 and is Low competition.
4The Plant Manager
Industrial. Not a search profile. It is an outbound and prequalification motion timed to two annual peaks: refinery turnarounds peaking late February and March, and power shoulder seasons March to May and September to November. The conversation starts two to three quarters before the outage.
5The Resident
Hoarding, phased. Test the price barrier ("most people who call us cannot write one big check, so we built a way to pay a little at a time"), the standard ("we are not making it look like a magazine, we are making it safe"), and the first step ("start with one room"). FSSP signup is the call to action, never a phone number leading to a quote they cannot accept.
Small, contested, above $10 a click. Do not buy hoarding disorder treatment at 5,400 a month. That is a therapy search and it is the wrong intent at scale.
6The Agency Case Manager
Hoarding, emergency secondary. Not a paid-search profile. Reached through county vendor registration, the IOCDF task force directory, and LinkedIn. Test the file ("photos, a scope, and an invoice that fits your approval limit") and housing retention ("the goal is that your client keeps the apartment").
7Commercial Property Owner
Emergency, industrial secondary. The best-value profile in the set: real volume, Low competition, and $14 to $56 clicks nobody is fighting for. Test one crew whole building ("we clear the entire space and hand it back ready to show"), no contract ("you have a one-time problem, we are not selling you a monthly service"), and insured to your limits, leading with the COI because this buyer thinks about liability first.
Biohazard is the front door. Highest-value click available, and it opens everything else on the property.
8Residential Property Owner
Emergency, hoarding secondary. Invisible in search, so the whole profile is a copy and landing-page play on generic cleanout terms. Test you do not have to be there (a large share of this buyer is remote and it is the biggest unlock), turn speed ("empty, swept, ready to list or re-rent, usually one visit"), and price certainty before a closing.
Hoarding is the escalation. When the generic cleanout turns out to be a hoarded house, that is where a specialist beats a junk hauler.
9Commercial Insurance Adjuster
Emergency and industrial, both primary. Commercial lines only. The servable claims are biohazard and trauma scene, vandalism, debris removal inside a covered peril, and industrial cleanup after a covered spill, upset or contamination. Restoration of the building is out of scope and saying so is what makes EC easy to place alongside a restoration GC.
Angles to test: business interruption, the money accruing while the facility is down and the sharpest lever this profile has; defensible documentation, a scope and invoice that match so nobody fights a supplement; 24/7 response, catching the first-notice-of-loss moment before the assignment is made; and fits beside your GC, which positions EC as a subcontractor rather than a rival for the claim.
Not a search profile. Adjusters assign from carrier programs and TPA networks, or the restoration contractor holding the claim subs it out.
Targeting by platform
what to actually enter, per profileOnly two of these platforms take keywords. Google Search takes them directly, and YouTube and Display take them as custom segment seeds. Meta and LinkedIn do not take keywords at all. They take audience attributes, and treating them like a search engine is the most common way money disappears on those platforms.
Terms below carrying a volume figure are validated against live Keyword Planner pulls. Terms without one are proposals that have not been measured yet and should be pulled before they get budget.
1The Family Caregiver
Google Search. hoarding cleaning services (5,400), hoarding cleanup (2,400), hoarder cleanout services (390), hoarding cleanup specialist (110), professional hoarder cleanup (170), house cleaning services for hoarders (590). Bid the head terms harder than the near-me variants, since the near-me set is where every local operator sits.
LSA + Business Profile. Run under House cleaning. Post before-and-after sets and the discretion protocol.
Meta. Not keywords. Target age 45 to 65, parents of aging parents, life events, and interests around caregiving, assisted living, senior care, estate planning. Lookalike seed: past hoarding customers.
LinkedIn. Not a fit. This is a personal decision, not a professional one.
YouTube / Display. Custom segment seeded with the hoarding search terms above plus URLs for IOCDF, Children of Hoarders, and senior-care sites.
Organic. how to help a hoarder (1,300 at $0.98) is the cheapest reach into this person that exists. Own it.
2The Property Manager
Google Search. Thin and low value. apartment cleanout (1,000) and eviction cleanout (390) are the only terms worth a small budget. Proposed, unmeasured: apartment turnover cleaning, turnover cleaning services, property management junk removal, multifamily junk removal.
LSA + Business Profile. Low value. This buyer does not use the map pack.
Meta. Weak. Only useful for retargeting people who hit the property-manager landing page.
LinkedIn. The real channel. Titles: Property Manager, Regional Manager, Community Manager, Maintenance Director, Director of Facilities, Portfolio Manager. Industry: Real Estate, Leasing Non-residential Real Estate. Company size 51 to 5,000.
YouTube / Display. Skip. Not where turn decisions get made.
Non-media. Credentialing platforms and the local apartment association do more here than any ad spend.
3The Estate Closer
Google Search. estate cleanout services (3,600), estate cleanout (2,400), estate cleanout services near me (1,000), estate clean out services (720). Roughly 7,700 a month, Low to Medium competition, $10 to $12. The whole cluster belongs to this profile.
LSA + Business Profile. Junk removal category. Post the removal-record deliverable, since that is what the representative actually needs.
Meta. Life event targeting is weak for bereavement and should be handled carefully. Better used for retargeting.
LinkedIn. Titles: Probate Attorney, Estate Planning Attorney, Trust Officer, Realtor, Senior Move Manager, Estate Liquidator. Groups around probate real estate and senior move management.
YouTube / Display. Custom segment seeded with the estate cleanout terms and probate-attorney directory URLs.
Non-media. NASMM vendor membership and two estate liquidation directories beat paid reach on cost per job.
4The Plant Manager
Google Search. Bigger than we assumed: industrial cleaning services (14,800, Low, $18.80), industrial cleaning (12,100, Low, $14.85), warehouse cleaning (12,100, Low, $19.77). A "cleaning services industrial commercial" bucket returned 165,000 at $19.76, which is almost certainly an aggregate and should be verified before anyone builds around it. Septic negatives are mandatory here.
LSA + Business Profile. No eligible category. Skip.
Meta. Not a fit.
LinkedIn. Titles: Plant Manager, Facility Manager, EHS Manager, Maintenance Manager, Turnaround Manager, Operations Director. Industries: Oil and Gas, Chemicals, Food and Beverage Manufacturing, Utilities. Time it to the two outage seasons.
YouTube / Display. Custom segment from the industrial terms, plus ISNetworld and Avetta URLs.
Non-media. Prequalification is the gate. No ad clears it.
5The Resident
Google Search. hoarding help near me (590, High), help for hoarding near me (210, High), help with hoarding cleanup (110, High). Small, contested, above $10. Send every one of these to FSSP signup, never to a quote form. Do not buy hoarding disorder treatment (5,400); that is a therapy search.
LSA + Business Profile. Yes, and the profile should carry the phased-payment language, because this person is price-checking before they call.
Meta. Strongest non-search channel for this profile. Interests around decluttering, organizing, minimalism, ADHD and executive function communities. Handle with care and never imply a diagnosis in the creative.
LinkedIn. Not a fit.
YouTube / Display. Real opportunity. Long-form hoarding content has a large audience and cheap inventory. Custom segment from the help-framed terms.
Non-media. County resource lists. Free, durable, and almost nobody maintains a national version.
6The Agency Case Manager
Google Search. No meaningful volume. Agency staff do not search for vendors, they use an approved list. Skip paid search entirely.
LSA + Business Profile. Minor. Keep the profile accurate so it corroborates a referral.
Meta. Not a fit.
LinkedIn. The only paid channel that works. Titles: Adult Protective Services Case Manager, Social Worker, Code Enforcement Officer, Housing Inspector, Conservator, Guardian, Housing Authority Manager. Industries: Government Administration, Individual and Family Services, Non-profit.
YouTube / Display. Skip.
Non-media. County vendor registration and the IOCDF task force directory are the entire channel.
7Commercial Property Owner
Google Search. The best buy in the account. commercial junk removal (3,600, Low), commercial junk removal near me (2,900, Low), construction debris removal (4,400, Low), biohazard cleanup (2,400, Low, $56.11), crime scene cleanup (2,900, Low), unattended death cleanup (480), commercial junk removal services (590, $22.36), office cleanout services (210), office junk removal (210), warehouse cleanout (110), graffiti abatement (110, $22.29), homeless encampment cleanup (170). Warehouse cleaning (12,100) overlaps Profile 4 and should be assigned to whichever landing page converts better.
LSA + Business Profile. Junk removal category. Post commercial before-and-after work, not residential.
Meta. Weak for acquisition, useful for retargeting.
LinkedIn. Titles: Property Owner, Asset Manager, Commercial Real Estate Investor, Director of Real Estate, Facilities Director. Industries: Commercial Real Estate, REITs, Retail, Warehousing.
YouTube / Display. Custom segment from the commercial and biohazard terms. Cheap inventory against a high-ticket buyer.
Organic. Vacancy cost and liability content. This buyer researches before they call.
8Residential Property Owner
Google Search. They never name themselves, so the terms are generic and the separation happens in the ad and on the page. house clean out (5,400), foreclosure cleanout (1,600), cleanout services (1,600), house cleanout service (1,300), property cleanout (720), trash out (720), eviction cleanout (390), whole house cleanout (170). Every one of these needs the garage and basement negatives applied.
LSA + Business Profile. Junk removal and House cleaning. Highest-volume residential profile, so the map pack matters.
Meta. Real reach. Target homeowners, real estate investors, landlord interests, and Facebook groups around rental property and REI. Lookalike seed: past cleanout customers.
LinkedIn. Thin, but Real Estate Investor and Landlord self-identifications exist and are cheap at low volume.
YouTube / Display. Custom segment from the cleanout terms plus landlord and REI site URLs.
Organic. "What does it cost to clear out a rental" style content, aimed at an owner who is not local.
9Commercial Insurance Adjuster
Google Search. No own buy. The valuable terms already belong elsewhere: biohazard cleanup, crime scene cleanup and unattended death cleanup to Profile 7, Commercial Property Owner; industrial cleaning services and warehouse cleaning to Profile 4, Plant Manager. Do not bid them twice. Proposed, unmeasured: commercial biohazard cleanup insurance claim, industrial spill cleanup insurance, emergency spill response commercial.
LSA + Business Profile. No eligible category. Skip.
Meta. Not a fit.
LinkedIn. The paid channel for this profile. Titles: Commercial Property Adjuster, Large Loss Adjuster, Complex Claims Adjuster, Environmental Claims Specialist, Claims Manager, Risk Manager, Director of Risk Management, Loss Control Consultant. Industries: Insurance, Financial Services, Manufacturing, Oil and Gas, Utilities, Commercial Real Estate. Also target named TPA and restoration GC firms.
YouTube / Display. Custom segment from the biohazard and industrial terms plus carrier and TPA site URLs.
Non-media. Carrier and TPA network enrollment, restoration GC partnerships, and commercial broker relationships. This is where the profile is actually won.
Channels
where each profile is reachable| Profile | Paid search | Local / GBP | Social | Non-media |
|---|---|---|---|---|
| 1The Family Caregiver | Primary | Yes | Facebook, Instagram | Reviews, BBB |
| 2The Property Manager | Low value | No | Credentialing platforms, apartment associations | |
| 3The Estate Closer | Yes | Yes | NASMM, estate liquidation directories, estate planning councils | |
| 4The Plant Manager | No | No | ISNetworld, Avetta, Veriforce; outbound on outage calendars | |
| 5The Resident | Small, contested | Yes | Facebook, Instagram | County resource lists, FSSP self-serve funnel |
| 6The Agency Case Manager | No | No | County vendor registration, IOCDF task force directory | |
| 7Commercial Property Owner | Primary | Yes | Direct outreach to owners | |
| 8Residential Property Owner | Primary | Yes | No | |
| 9Commercial Insurance Adjuster | No | No | Carrier and TPA networks, restoration GC partnerships, commercial brokers |
Google Local Services Ads has no hoarding category, but House cleaning and Junk removal are both eligible and both carry the Google Guaranteed badge. The badge is reachable through an adjacent category and is worth testing rather than writing off.
LinkedIn carries Profiles 2, 4, 6, 7 and 9. Google Business Profile, Facebook and Instagram carry Profiles 1, 5 and 8.