How to make escape characters in varchar

I am trying to use this:

INSERT INTO BizNames ( [Key], [Name] ) VALUES ( 0, 'Bob's Lumber' );

The apostrophe embedded in the name value is giving me headaches. I tried using double-quotes and [] to delineate the value but then I get complaints that a "Name" is not allowed in this context.

How do you turn the embedded characters into an escape character so they can be ignored by SQL Server and passed into the table field.

INSERT INTO BizNames ( [Key], [Name] ) VALUES ( 0, 'Bob''s Lumber' ) <--2 single quotes not 1 double quote

Adamus