Facebook Keywords List for Buyer Intent

Why product names do not find buyers

The word “remodeling” appears in requests for contractors, but also in finished-home photos, material discussions, and posts about a house for sale after a remodel. The same is true of “accountant,” “photographer,” or “air conditioning.” A product or service noun tells you the subject of a post. It does not tell you whether the person writing it is ready to buy or simply describing something that already happened.

Buyer intent keywords contain a decision or the beginning of one. Someone writes “Can anyone recommend a plumber?”, “How much does AC installation cost?”, or “Need a crew ASAP.” Those posts give a salesperson context for a useful reply. In a neighborhood group in Austin, Chicago, or a smaller town, the intent usually matters more than the service category by itself. Start with the customer’s language, not the language from your offer page.

Facebook group keywords for leads

Recommendation requests: “can anyone recommend”, “looking for a recommendation”, “who do you recommend”, “need a referral”, “reliable contractor”, “trusted plumber”, “any suggestions”, “looking for someone”, “reviews for”, “experience with”. Pair these with the service, such as “can anyone recommend a roofer” or “who do you recommend for movers.”

Price and quote requests: “how much does it cost”, “what does it cost”, “need a quote”, “looking for an estimate”, “can someone quote”, “price for”, “cost of”, “rate for”, “budget for”, “get an estimate”. A roofing company might monitor “need a roof estimate,” while a bookkeeper could use “what does monthly bookkeeping cost.” Do not rely on “quote” alone, because people ask about price in many different ways.

Urgency signals: “ASAP”, “urgent”, “right away”, “as soon as possible”, “this week”, “tomorrow”, “fast appointment”, “anyone available”, “need help today”, “emergency”. These phrases can work for plumbing, towing, repairs, and movers. They can also surface posts without a real job, so pair them with a service, a location, or AI matching before treating every result as a lead.

Location markers: “in Austin”, “in Chicago”, “near downtown”, “in my area”, “near me”, “locally”, “in the neighborhood”, “serving [city]”, “in [county]”, “can travel to”. Use places you actually serve: neighborhoods, suburbs, counties, and nearby towns. In a group called “Parents of Evanston,” the city may be unnecessary, but it helps separate relevant work in a larger regional group.

Who-does-it requests: “who does”, “who can fix”, “who installs”, “who provides”, “looking for a contractor”, “looking for a crew”, “need a professional”, “can anyone handle”, “who has availability”, “who can come out”. Add the work item when it matters: “who can fix a furnace,” “looking for a bathroom remodeler,” or “who installs blinds.” This wording often works better than a broad phrase such as “home services.”

Negative keywords to exclude from group monitoring

A negative list reduces noise, but it should not remove every post that sounds commercial. For most service businesses, exclude job-related phrases such as “looking for work,” “hiring,” “job opening,” “employment,” “resume,” “career,” “recruiting,” and “internship.” A company may want to monitor hiring in a separate campaign, but it should not mix those posts with a campaign intended to find customers.

It often makes sense to exclude “for sale,” “selling,” “giveaway,” “free,” “swap,” “trade,” “clearance,” “contest,” “raffle,” and “promotion” when those are not campaign goals. Review results before excluding a phrase permanently. “For sale: window AC unit” is not a service request for an installer, but “looking for a used AC unit with installation” may still describe a real service need.

How to combine buyer intent keywords

In keyword mode, enter separate phrases as people actually write them. Build a small set for one service and one territory, such as “recommend a plumber,” “plumber ASAP,” “how much does a plumber cost,” and “plumber in Logan Square.” Then read the first matches and add terms local residents use. Do not begin with hundreds of variations, because you will not know which ones create conversations.

One scan of one source costs 1 point in keyword mode. There is no surcharge for the scope of your keyword list. Each campaign can have its own sources, notification rules, time zone, and offer profile, so an agency can keep a Chicago plumber separate from a Dallas bookkeeping client. Results can be sent by email, while available notification options depend on the plan.

When AI matching is worth 2 points

AI mode costs 2 points for one scan of one source. Use it when buyers describe a problem in their own words instead of directly requesting a service. A post saying, “Water keeps pooling by our patio after heavy rain. Has anyone dealt with this?” may not contain “waterproofing,” but it may indicate work for the right contractor.

The model scores buying intent from 0 to 100, explains the score, and drafts a reply in the post’s language and the customer’s voice. That does not replace knowledge of your trade. A solid keyword list still helps define the offer and catch direct requests. AI is useful when meaning matters more than exact wording, including in comments under the posts that were found.

Paste your list and check your group for free

First, check whether a group is public and readable. Paste its link on the home page to get a free verdict. LeadScanner reads only public Facebook groups and public pages that are visible while signed out. It does not use a Facebook account, does not read closed groups, and does not collect phone numbers, email addresses, or lists of people who reacted to a post.

Then paste your first keyword list into LeadScanner and set up a campaign for one service and one area. You can start with a card-free trial; the home page shows its current length and points. If you need to explain the data boundary before starting, read the guide titled “Is monitoring public Facebook groups legal?” as well.