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PPC Agency Blog

The Electrician’s Guide to Running PPC Ads That Actually Bring In Paying Customers
High-Performance PPC for Roofing Contractors: A Tactical Guide to Lead Generation
PPC Tips to Help Plumbers Get Real Leads Without Wasting Money on Clicks
Strategies for Maximizing ROI with PPC Management
How to Use Google Ads in a Restricted or Sensitive Category
Google Ads vs. Linkedin Ads: Which is Better for Commercial Targeting?
9 Reasons To Fire Your PPC Agency
How To Start A PPC Agency?
What are the Right PPC KPIs to Track?
How to Write Great PPC Landing Page Headlines
Basic Guide to Retargeting in Google Ads PPC
Display URLs: Optimizing Display URLs for Google Ads & PPC
What Marketers Should Know About Automated Bid Algorithms in PPC
Ultimate Guide to PPC Remarketing: Bring Users Back When They Don’t Convert
Should You Avoid Automated Bidding With Google Ads?
How To Dial In Your Cost-Per-Lead Using PPC?
How to Find the Best Conversion Rate Optimization (CRO) Services
PPC Management Pricing: What Should I Pay My PPC Agency?
How Much Does it Cost to Sell On Amazon?
10 Most Important PPC Metrics to Track
What Makes a Good Click-Through-Rate in Google Ads PPC?
Implementing Flexible Bid Strategies in PPC
How to Set Up Facebook Retargeting
How to Increase Landing Page Conversions
Understanding Google’s Ad Rank Formula in PPC
How to Improve Facebook Ads Conversions
How to Implement a Successful Video Ad Campaign
Google Ads vs. Facebook Ads: Which is the Better Advertising Medium for Your Business?
Negative Keywords: The How & Why of Negative Keywords List Building in Google Ads
How to Use “Not Provided Keywords” to Maximize Google Ad’s Impact
How to Avoid Choosing the Wrong Ad Rotation Setting
Chiropractor PPC: Google Ads Guide for Chiropractors
PPC Keyword Match Types & Why They Matter
PPC Marketing Management for Law Firms: A Comprehensive Guide
Broad Match: Best Practices for Targeting Broad Match Keywords in PPC
How to Use Shared Campaign Budget in Google Ads
How to Adjust for Seasonality in PPC Advertising
7 Alternative PPC Ad Networks
Improve Your PPC with Conversion Funnels
How to Use Google Keyword Planner
How to Avoid Keyword Cannibalization in PPC
12 Best Tips for PPC Calls to Action
Dynamic Search Ads for Beginners
How to Take Over Management of an Existing Google Ads Account
How & Why To Leverage Amazon Sponsored Brand Video Ads
Dayparting: Setting Up Time Of Day Bid Adjustments In PPC
How to Use Video Ads to Build Trust
How To Warm Up Your Instagram Audience
8 Tools for Analyzing Your Competitors in PPC
How To Create Better Ad Groups In PPC
How to Target Competitors On Facebook With Interest-Based Audiences
Most Common PPC Questions & a Few Answers
8 Best Link Building Tools for SEO
How To Calculate The ROI For PPC & Improve It
Strategies for Increasing Click-Through Rate in PPC
Exact Match Keywords: How to Target Exact Match Keywords in PPC
How to Perform B2B Lead Generation on Linkedin
Google Ads Suspension: ‘How-to’ Guide for Fixing a Suspended Google Ads Account
The Ultimate Guide to Google Ads Quality Score
How Often Should You Update Your Google Ads Campaigns?
How To Estimate Conversions In Google Ads
eCommerce PPC Strategies for Maximum Sales Growth
What Is ROAS? Complete Guide To Return-On-Ad-Spend For PPC
How to Scale Your PPC Campaigns
9 Pointers For Increasing The CTR For Google Ads
13 Tips for Optimizing Paid Search Campaigns
Why Aren’t My Google Ads Showing & What to Do About it
PPC for Accountants & CPAs: A Beginner’s Guide
8 Reasons to Bid on Branded Keywords in PPC
PPC Automation Tools for Scaling Campaigns
SEO vs. PPC: 21 Best Practices for Organic & Paid Marketing
When to Increase Your Bid in PPC (Pay Per Click)
Branded Search: Why Branded Searches Give the Best Conversions
How to Create Your Own PPC Project Checklist for Optimizing Time Management
5 Reasons to Use Dynamic Keyword Insertions in Google Ads
11 Effective Pop Up Ad Strategies in Paid Marketing
5 Local Lead Generation Tactics Using PPC
Complete Guide to Local PPC: How to Target for Local Paid Search
A Guide To PPC Competitor Analysis in Paid Search
Why You Should Use Dynamic Landing Pages in PPC
How to Improve Google Ads Conversions
How Much Do Instagram Ads Cost
What is Cost Per Click in PPC?
Google Ad Extensions Explained
Understanding Ineligible Clicks in Google Ads
Optimizing “People Also Search For” in PPC
Landing Page Conversion Rate Optimization for SEM/PPC Campaigns
How to Perform Keyword Research with Google Ads Keyword Tool
Optimizing PPC Campaigns for SaaS Businesses
8 Landing Page Test Ideas for PPC
9 Excel & Spreadsheet Tips for PPC Managers
How to Beat PPC Seasonality Issues
How to Do Cross Channel Lead Generation With PPC
How to Use Micro Conversions for Lead Generation with PPC
The Eventual Deprecation of Third Party Cookies
A/B Testing for PPC Lead Generation Success
12 Must Have PPC Certifications
Optimizing for Profit (Instead of CPA, CPL, or even ROI) in PPC
How to Get a Lower Cost Per Click for Your Google Ads
How to Manage Low Volume Keywords in Your Google Ads

All Blogs

Timothy Carter
|
April 28, 2025
The Electrician’s Guide to Running PPC Ads That Actually Bring In Paying Customers

Staying profitable as an electrician requires generating a steady stream of hot leads you can turn into paying customers, but being a highly skilled electrician isn’t enough. You need a strategy to put your services in front of potential customers precisely when they need electrical work, and that’s what pay-per-click (PPC) ads are for.

Pay-per-click advertising gives you a direct route to the top of search results, ensuring visibility exactly when potential clients are actively seeking your services. And unlike traditional advertising, PPC ads can use precision targeting to reach leads that are most likely to convert.

As of 2024, the average conversion rate for Google Ads was 6.96%, which is considered above average. With a high conversion rate and plenty of users, it makes sense to run ads on Google. It’s also worth looking at other platforms, like Facebook and Bing (Microsoft Ads).

Although many businesses get results, success is not automatic. Running a PPC ad campaign can be a great source of leads, but it can also become a money pit if you don’t do it correctly. Here’s what you need to know when your goal is to generate paying customers through PPC without wasting your marketing budget.

Pay-Per-Click advertising basics

Before diving into specific strategies, it’s important to understand the basics of PPC ads. PPC is an advertising model where you pay a fee every time someone clicks on your ad. It’s a quick way to get traffic to your website. And unlike search engine optimization (SEO), you’ll start seeing results immediately. Generally speaking, the system will display your ads for users who search for phrases related to the keywords you designate. If they click, you pay.

Why is PPC effective for electricians?

Electrical work is a competitive market, and unless you have a huge marketing budget for SEO, it’s hard to get visibility in the search results. Running paid ads on Google and social media platforms bypasses the need to pay for SEO to start getting traffic. Since ads show up at the top of the search results, leads looking for electrical services will see your ad right away. And when you target the right keywords and phrases, you’ll catch leads who need your services now.

Now let’s get into how to build a successful PPC campaign.

Set clear goals for your PPC campaign

Clear objectives are the foundation of every PPC campaign, so set advertising goals that align with your business goals. For example, it could be as simple as figuring out how many new customers you want each month and then setting goals to acquire that many new customers through PPC ads.

Research keywords to target the right search queries

Targeting the right search queries is arguably one of the most important aspects of running a PPC ad campaign. Not all keywords related to electrical work will generate paying clients. You want to focus on phrases that indicate a strong intent to hire, like “emergency electrician near me” or “licensed electrician in [city].” Some other examples include:

·  “Residential electrician”

·  “Commercial electrician”

·  “24 hour electrician”

·  “Electrical contractor”

·  “Electrician services”

·  “Same day electrician”

·  “House rewire”

·  “Electrical inspection”

·  “Electrical maintenance”

You can create variations of these phrases with other phrases like “near me” or using zip codes, counties, and cities.

Once you have a list of keywords and phrases to target, you’ll also want to build a list of negative keywords. Negative keywords are terms you want to exclude so your ads don’t show up for those searches. These are terms that are going to waste your ad spend if you get clicks. Some examples include:

·  “DIY”

·  “How to”

·  “Free”

·  “Discount”

·  Other services, like “HVAC,” “handyman,” “plumbing,” and “drywall”

·  Informational queries, like “how to wire an outlet” or “wiring diagrams”

It also helps to add negative keywords for cities, zip codes, or neighborhoods you don’t service, especially if they’re within your general area.

Craft compelling ad copy

Your ads need to resonate with your ideal lead, so your copy matters. You need a strong headline to capture attention and a compelling call-to-action (CTA) that gets them to click. A strong CTA can increase your click-through rate by 2.8%.

You already know your best leads need electrical work, but you still need to write convincing copy that creates a sense of urgency. For example, you could emphasize what sets your services apart, like having 24/7 availability. Your CTA should encourage immediate action, and the following phrases are a great place to start:

·   Call now for a free estimate

·   Call now to schedule your service

·   Book now

·   Get a free quote

·   Call now for immediate service

Well-crafted copy will get you more clicks from customers who will actually sign up for your services and become paying customers.

An example of good ad copy that will generate clicks from people who need your services:

“Need fast, reliable electrical repairs? Licensed electricians. Same-day service available. No hidden fees. Call now for a free quote!”

An example of ad copy that may attract casual interest:

“Fast, affordable service. Licensed and insured electricians. Call us today.”

Use the right visuals

The images you use with your ads matter just as much as the copy, but don’t go overboard trying to capture attention with chaotic or random images. Sometimes the best imagery is just bold text with a simple visual. If you aren’t sure what images to use, test some out and see for yourself.

Use retargeting to reengage leads

Retargeting, also called remarketing, is when you show ads only to people who have previously interacted with your ads or visited your website. Remarketing will keep warm leads aware of your services and can eventually get them to convert. Sometimes people need to see ads from the same company or advertising the same service a handful of times before they’ll convert.

The best part about retargeting is being able to craft your ads with different messages that only retargeting leads will see. This allows you to employ some advanced marketing strategies that utilize highly specific copy.

Use social proof in your ads

Trust is one of the top factors that a homeowner uses to hire an electrician. According to a Podium study, 93% of customers say online reviews impact their decision to buy. Take advantage of this and include customer testimonials in your ads. It will show prospects that other people have had positive experiences with your company and are satisfied with your services. Give people a reason to feel good about clicking your ad or calling you right away.

Get activity on your Facebook ads

We just covered the importance of social proof, and getting activity on your Facebook ads can be an extension of that. This works best for local companies that have an active presence in their community, so if you don’t already have a following, you’ll need to create one first.

If you have a decent amount of followers on Facebook, and you interact with people in your community through your business page, engage with people on posts about your services and then boost those posts to turn them into ads. Boosted posts work a little differently than ads, but the result is the same – locals will see them, and the more positive engagement you have on those posts, the better it makes you look.

Design effective landing pages

Strong, compelling ad copy is important, but once people click on your ad, your landing page is responsible for converting them into a phone call. An effective landing page has the following elements and qualities:

·  The content matches the ad’s message and offer, creating a seamless experience

·  It’s not your homepage (homepages are too general)

·  Specific copy that speaks directly to your customer’s needs

·  A clear CTA that instructs the user to act now

·  A clearly visible phone number

·  Trust signals, like badges and certifications, testimonials, and customer reviews

Target local customers

Your services are location specific, so make sure your ads reach the right geographic audience. Whatever platforms you advertise on, set your ads to reach people in your service area, whether it’s done by zip codes, specific cities, or a set radius around your main address.

Set a realistic budget

You don’t need to spend a fortune, but you do need to set a decent daily budget to get seen. By fine-tuning your keywords and phrases, you can ensure you don’t waste your ad spend. Begin by setting your daily budget to at least $50 per day, if not $100. If you go lower than $50, your ads won’t show up as often (because you’ll be outbid by other electricians) and that will mean fewer clicks.

Employ the right bidding strategies

When you’re new to PPC, you’ll need time to play with your bidding strategies to see what works. Your options include manual CPC, enhanced CPC, and automated bidding strategies like target CPA.

·  Manual CPC: You set the maximum amount you’re willing to pay for each click. This seems easy at first, but it limits you in the end. You’ll need to babysit your bids constantly or you risk overpaying or underbidding and never getting seen. This method works best if you know the exact worth of a click.

·  Enhanced CPC: With this method, you still set your bids manually, but the ad platform will nudge your bids up or down depending on whether the system thinks a click is more or less likely to convert. The system uses past conversion data to make these decisions, but it’s not perfect.

·  Automated bidding: This method gives the system total control over your cost per click. You basically tell the ad platform what you want to pay for each lead and it will increase your bids up to that amount if it thinks a user is highly likely to convert. If a particular user is less likely to convert, the system will either lowball the bid or skip the auction altogether. This method saves time and scales better, but can waste your budget if you don’t have proper tracking and keywords.

If you’re still new to PPC, stick to manual CPC. However if you’ve been using PPC for a while then enhanced PPC might make sense. And unless you’re a PPC pro, it’s best to skip the automated bidding or hire a marketing agency.

Monitor your ad performance

You can’t improve what you aren’t tracking. A successful PPC campaign rests on how well you track your efforts. From the start, monitor your click-through rate (CTR), conversion rates, and cost per conversion to know how your ads are performing. It’s equally important to split test your ads to test different ad headlines, images, copy, CTAs, and even landing pages.

Use ad extensions

Ad extensions are extra bits of information you can add that make them more enticing without paying more per click. For example, on some platforms, you can add a phone number, your location, a list of services, or special offers without having to cram everything into your main ad text. One big benefit of this feature is that Google rewards ads that it thinks are more useful with better positions and a lower cost per click.

Types of PPC ad extensions include:

·  Sitelink extensions. Adds extra clickable links under your main ad that can be used to direct leads to your highest-converting landing pages.

For example:

“Electrical Repairs | Panel Upgrades | Emergency Services | Free Estimates”

·  Call extensions. Adds your phone number to your ad. On mobile, users can click to call you. These ads should only be run during business hours since it will generate phone calls.

·  Location extensions. Shows your business address and a map link. It will boost your credibility if you link your Google Business Profile in this type of ad.

·  Callout extensions. This adds short, non-clickable text snippets that highlight features.

For example:

“Licensed & Insured” | “Same-Day Service” | “No Hidden Fees”

·  Structured snippet extensions. These are similar to callouts, but are grouped under a main header like “Services.” This is great to show leads the variety of services you offer. For example, a “Services” header might list “Wiring, Rewiring, Electrical Inspections, Smart Home Installation”

·  Price extensions. This will show the price of a specific package or service. For example: “Electrical Inspection – Starting at $99”

·  Promotion extensions. This highlights sales or special deals, like limited-time offers or holiday discounts. Promotions are great when you include a deadline to create a sense of urgency.

Ad extensions can help you get more clicks, boost your ad rank, reduce your cost per click, filter your traffic, and boost your trustworthiness. At the very least, you should be using sitelinks, call extensions, and callouts.

Already running a PPC ad campaign? Get an audit

Getting a PPC audit will help you get better results. If you’re unsure about your strategy, experimenting, or you aren’t getting good results, an audit from a professional PPC agency can help you pinpoint exactly what isn’t working and offer a more effective strategy.

Dominate your local market with PPC.co

Generating leads with PPC doesn’t require throwing mountains of cash at Google and hoping for the best. It’s about reaching the right people at the right time – people who need electrical work now – with a message that gets them to call you. Done right, paid ads will bring you a steady stream of hot leads, booked jobs, and predictable cash flow.

At PPC.co, we specialize in building high-performing PPC campaigns for electricians who want to grow their business. When you work with us, we’ll craft ads that attract people ready to hire you today.

Ready to see how it works? Contact us today to request a free proposal. You don’t need more clicks – you need more calls. Let’s make it happen. 

Samuel Edwards
|
April 25, 2025
High-Performance PPC for Roofing Contractors: A Tactical Guide to Lead Generation

Roofing is competitive, and if you want to scale your business, you need high visibility. Word-of-mouth will only get you so far – to get big results, you need to actively market your services.

The majority of your potential customers aren’t just casually browsing around – they need your services now. While some people will be looking for a new roof before there’s an emergency, those people aren’t feeling any sense of urgency and are less likely to buy. Your ideal, most profitable customers are dealing with urgent problems like shingles ripped off in a storm, water leaks or stains on the ceiling, and damage from trees. To capture these customers, your roofing business needs to show up in a Google search, and that’s where pay-per-click ads (PPC) come into play.

When you use PPC ads, you’ll show up at the very top of the page above organic search results. That means your customers don’t have to scroll to find you. All you need is a compelling ad that leads to a landing page that converts clicks into cash.

PPC advertising is the easiest way to get visibility in Google search results, but only if you do it right. Done wrong, PPC ads are a money pit. Done correctly, PPC ads can become a lead-generating machine.

This guide will walk you through a proven, high-performance PPC strategy tailored for roofing contractors ready to scale.

Understand the true value of PPC

PPC ads are a roofing contractor’s best online advertising method. While search engine optimization (SEO) is powerful – especially with local SEO – it takes time to see results. PPC gets you results (clicks, paying customers) now, putting your roofing business in front of hot leads the moment they search for your services.

Just like local SEO, you can use local-intent keywords with your PPC ad campaigns to create a higher conversion rate. Since roofing services are local, you’ll want to target specific zip codes or service areas to make sure your ads reach the right people in the areas you serve.

Successful PPC begins with search intent

Search intent consists of two things: keywords and urgency. Let’s break these down:

·  Commercial v. informational intent. The keywords people use will tell you everything you need to know about their intent. While some people are only looking for information, others are searching for services. For example, phrases like “roof leak repair near me” is gold. “How to fix a leaky roof” is not. Focus your ad budget on high-converting, purchase-intent queries. Another good phrase to bid on is “[your company] reviews.”

·  How to use match types. When running paid ads, you can choose broad match or phrase and exact match. Broad match will waste your budget because it will include a ton of unrelated queries. Stick to phrase match and exact match to zero in on qualified traffic, and then refine your campaign through negative keywords.

High-intent keyword examples

If you aren’t sure what phrases are considered high-intent, here’s a simple list you can use as a starting point:

·  Emergency roof repair near me

·  Roof repair [city or zip code]

·  Roofing companies in [city or zip code]

·  Licensed roofers near me

·  Storm damage roof repair

·  Roof leak repair services

·  Hail damage roofing contractor

·  Roof replacement [city or zip code]

There are also a handful of service-specific keywords you can target, including:

·  Metal roofing installation

·  Shingle roof repair

·  Flat roof replacement

·  Tile roofing contractor

·  Commercial roofing company

·  Residential roofing services

Don’t forget the comparison/estimate phrases:

·  Roof repair cost [city]

·  How much does a new roof cost

·  Roof replacement cost calculator

·  Compare roofing contractors [city]

Suggested negative keywords:

·  DIY

·  How to

·  Free

·  Tutorial

·  Home Dept

·  Jobs

·  Careers

·  Courses

·  Trainings

·  Rent

·  Rentals

By adding these to your negative keywords list, you’ll avoid having your ads show up for people who are looking for DIY solutions who are not likely to hire a professional roofer.

You should also bid on your own company name since there’s a possibility people will be searching for your company specifically, either to research or compare prices. Google allows you to bid on your competitors’ brands, but make sure you don’t violate Google’s trademark rules. You can bid on a competitor’s brand name even if it’s trademarked, but you can’t use it in the ad text unless you are the trademark owner, an official reseller, or providing informational content about the trademark.

If you’re running paid ads and not getting good results, it’s possibly because you’re targeting queries that indicate curiosity rather than urgency and need (purchase intent).

Build a high-converting landing page

When you run an ad, clicking will take users to the web page of your choice. Many people send traffic to their home page by default, but that’s a bad idea. Home pages don’t convert well because there is no targeted message.

You want to give people every reason possible to call you immediately and request a consultation, inspection, or buy your services. To do this, you need a dedicated sales page with copy that speaks directly to your leads and matches your ad. For example, if you’re running an ad that uses the phrase “fix a leaky roof,” your sales page should be written to get people with a leaky roof to call you for an emergency tarp, free inspection, or whatever you offer.

It will take time to test and adjust your sales pages to get them to convert optimally, but you can start by clearly stating what you offer (e.g., “24-hour emergency roof repair”), using trust signals, like Google reviews, Home Advisor ratings and reviews, badges, partnerships with financing companies, and warranties offered. Once you have a solid, basic sales page, you can start running ads and then use split-testing to fine-tune the elements one-by-one to increase conversions.

Focus on geo-targeting

Targeting local areas is the key to running a successful PPC ad campaign. Target your audience by zip code or a specific radius around your service area. Combine this with custom ad copy (“Serving the Greater Houston area!”) to boost your click-through rate (CTR).

When running PPC ads, it’s crucial to avoid overreach. Unless you are a statewide business with multiple teams and a huge budget, don’t waste your money on markets you can’t effectively service. Keep your ads confined to the service areas you can support while staying profitable.

Use call extensions and call tracking

Your best leads want to talk to you – they don’t want to send emails back and forth. When you can generate calls from your ads, those leads will convert better than clicks. The good news is that Google Ads offers the ability to run ads that will generate calls instead of clicks. It’s called call extensions, and this feature uses tracking numbers to monitor and optimize conversations with leads.

Once you run and track these ads for a while, you’ll see a pattern emerge regarding which ads are driving the most calls. Take that data and invest more of your ad budget into what is working best and cut what is not.

Don’t just focus on Google Ads

Google is the king of search, but your customers are on other platforms, too. Don’t just stick with Google. If all your leads come from a single source, you’re one algorithm update away from a slow season. Winter is already tough for the roofing industry, so you can’t afford to risk slowing down in peak season. Having a high-performing PPC campaign means running ads on multiple platforms.

Facebook is a powerhouse for roofing companies to generate leads. You can advertise your services to locals, post in local community groups, and have people share your sponsored ads. You might be surprised at how much positive activity reputable local roofers get on their Facebook ads. That activity feeds the algorithm and gets your ads shown to more people. With Facebook Ads, you can target by zip code, homeowner status, and even income level.

Already running a PPC ad campaign? Get an audit

Getting a PPC audit is one of the best ways to get better results. If you’re winging it, experimenting, or you aren’t sure why you’re not getting good results, a simple audit from a professional PPC marketing agency can help you pinpoint exactly what isn’t working and offer a more effective strategy.

Set a budget and bid smart

Depending on what platform you advertise on, you might be required to invest a minimum amount of money to get in the game. In any case, you’ll need to set a daily budget. Most roofers start with at least $50-$100 per day. If you go any lower, you risk not getting enough impressions to get results. Businesses willing to spend more money will get the most ad placements. A higher daily limit makes it possible for the system to bid higher to get your ads seen more often.

When you first run a campaign, start with manual cost per click (CPC) to see what works. Once you have enough information, test Google’s Smart Bidding feature to scale. For instance, test the Target CPA or Maximize Conversions features.

Use retargeting (remarketing)

Never let a hot lead go cold. Even though leads might need your services immediately, not everyone converts on the first visit. Some people take their time to research competitors, price compare, and think about their needs. When you use retargeting, your ads will display for people who have already visited your website, reminding them that you exist and nudging them to act.

Since retargeting ads can be run independently from your main campaign, you can tailor the ad copy to speak directly to people who have clicked on your ads previously. For example, you can run a headline that reads, “Still need a roof repair?” or “Storm damage? Book before the next rain!” These types of headlines work really well with remarketing.

Optimize your ads for mobile

Since 90% of local roofing searches happen on phones, it’s crucial that you optimize your ads for mobile. Don’t lose leads because of a clunky, difficult website. One of the most important things to do is use click-to-call buttons. This is a must for roofing contractors. It’s a simple HTML button that will bring up your phone number in a user’s dial pad when they click.

Track ROI diligently

If you aren’t tracking your ROI, you’re flying blind. To know your ROI, you’ll need to know your cost per leads (CPL). To get this, track your cost per call, per form fill, and per booked job. It also helps to use a customer relationship management application (CRM) to track sales attributions. For instance, when you sync your PPC data with your CRM, you can see the entire customer journey for every lead that turns into a contract.

Hire a professional PPC agency

While it’s possible to run your own pay-per-click ads, there are many reasons not to go down that path. The learning curve is extremely steep, and the consequences of making a mistake are costly.

If you don’t have the time to learn from scratch, or the money to waste experimenting, hire a pro. But make sure they have real world experience running ads for roofing contractors. You’ll want a company that knows your market, how and where to reach them, and what keywords and phrases get them to convert.

When you find a marketing agency that does PPC, ask about their experience with roofing contractors or other home service businesses. If they have the right experience, ask for their fees and minimum ad budget recommendations or requirements to make sure it’s within your budget.

Dominate your local market with PPC.co

High-performance PPC for roofing isn’t about throwing money at google and hoping for the best. It’s about targeting your ideal customers with the right message that gets them interested in your services. Done right, PPC can bring you a predictable, steady flow of leads, jobs, and revenue. Done wrong, it’s a fast way to burn through your marketing budget.

At PPC.co, we specialize in creating high-performance PPC campaigns for roofing contractors who are serious about scaling their business. We build razor-sharp strategies that bring in high-intent leads, cut wasteful ad spend, and turn Google Ads into a lead generating engine. Our team of PPC specialists understand the roofing industry and we know how to target leads ready to book with you now.

Stop gambling with your marketing budget. Let’s work together to build a system that delivers high-value leads. Contact us today to request a proposal or to learn more about the advertising services we offer. You don’t need more clicks – you need more conversions. Let’s make it happen.  

Samuel Edwards
|
April 8, 2025
PPC Tips to Help Plumbers Get Real Leads Without Wasting Money on Clicks

When you’re a plumber relying on a steady flow of leads to be profitable, it’s not enough to get your leads through word-of-mouth alone. That may work if you’re only a two-person team, but if you plan to grow your business, you’ll need to start marketing your services, specifically with PPC advertising.

Pay-per-click (PPC) ads are a beneficial form of advertising, but they can be a source of leads or a money pit for plumbers. When done right, PPC helps plumbing companies generate targeted leads looking for services, but poorly-crafted PPC campaigns can burn through a budget without results. The good news is with smart targeting, strategic bidding, and continual optimization, plumbers can generate qualified leads at a cost that provides a positive ROI. Here’s how pay-per-click (PPC) advertising is done for lead generation for plumbing businesses.

1. Target specific local areas

The biggest mistake plumbers make is targeting a broad area rather than a specific local area. Hitting your target audience by demographic and location will be critical to be most efficient in your PPC ad spend. Even when your company serves customers throughout several counties, you’ll want to create ad campaigns that target each individual city or county. If your ads are reaching people outside of your service area, you’re paying for clicks that won’t turn into paying customers.

An easy way to prevent this problem is to use location targeting inside of your PPC account to set your target location by zip codes, cities, or a custom radius around your main location. This will ensure your ads will only be seen by leads you can actually convert.

You’ll also want to explicitly exclude areas you don’t serve. For example, you might serve a whole county with the exception of a couple cities or neighborhoods because of traffic congestion or licensing issues. Make sure to add these locations as exclusions in your ad campaign settings to avoid wasting money.

2. Use high intent keywords

The keywords that will bring you the best leads are keywords that signal high intent to purchase. This includes terms like “emergency plumber near me,” “24-hour plumber,” “toilet overflowing fix,” or “fix for busted pipe.” The people who search for these terms aren’t just casual browsers. They’re people who need a plumber immediately.

This type of expert keyword research isn't necessarily rocket science, but it's critical for your rankings in search engine results pages.

Prioritize these keywords and increase your bid to capture more of these leads.

3. Avoid general low intent keywords

Avoid using the kinds of keywords that will attract people who aren’t likely to hire you for plumbing services. For example, terms like “DIY toilet repair” or “how to fix (fixture)” will rarely lead to calls. People who search for these phrases are usually just looking for ways to fix their own problem, so filter them out.

4. Use call ads

When people need a plumber, they want to call and get someone out fast, especially if their basement is flooding or they’re dealing with a busted pipe in the house. Google offers call-only ads that let users tap to call you immediately from search results rather than click to visit your website, where they’d need to search for a way to contact you. This ad type alone will increase your conversions.

5. Track your calls to improve your ROI

It’s crucial to use ad tracking tools like Google’s call forwarding or third-party platforms that track which ads generate your phone calls. Knowing what ads are driving your best leads will help you do more of what works and eliminate what doesn’t.

6. Only schedule your PPC ads when you’re available

Since most leads will want to call you immediately, only schedule your ads to run when you’ll be available to answer the phone. If you don’t offer 24/7 emergency services and don’t answer your phone at 2 AM, don’t schedule your ads to run until the start of your business day.

7. Test performance on weekdays vs. weekends

Depending on your location and services, you might get more calls on weekdays or weekends. To find out your peak, check your reports to see when you’re getting the most calls and then adjust when you run your ads based on your actual performance data.

8. Write clear, direct ad copy

Don’t create complicated, wordy ads. Use simple, clear, and direct headlines that speak directly to the problems your leads may be dealing with. They’re going to be drawn to ads that promise to help them with real problems. For example, write headlines like “Broken water heater? Get 24/7 help,” “Clogged drains fixed fast,” and “Overflowing toilet? Get help now.”

In your ad copy, it helps to use location-specific phrases. For example, you might write “Serving Phoenix homes since 2001.” Doing this helps build trust and establishes relevancy.

9. Build optimized landing pages

For Google Ads that send visitors directly to your website, you’ll need to optimize your landing pages for conversion. The following elements are essential:

·  Landing page copy that matches your ad. To create a seamless experience, don’t send leads to your home page. Send them to a landing page that matches your ad. For example, if your ad targets people with a clogged drain, ensure your landing page speaks to people with a clogged drain.

·  An easy-to-find phone number. Your phone number should be readily visible on every page of your website, including all of your landing pages. The ideal place is in the top right corner of every page header.

·  A click-to-call button. It’s easier for mobile leads to click to bring up your phone number in their dial pad rather than forcing them to write down a phone number they’ll need to then dial.

·  A call-to-action (CTA). Leads need to be told what to do. Be direct and tell them to call you now for an estimate or to schedule a service call.

Your search ads will only bring you potential leads. Your landing pages are responsible for converting potential customers into paying customers.

10. Set a realistic daily budget

To maximize your ROI without wasting money, you’ll want to set a realistic daily budget and scale it only when you know you’re ready. Most local service providers stick with a $10-$50/day budget, but it depends on the industry and your location.

11. Monitor your PPC campaigns

Over time, you’ll find that some campaigns are working better than others. A varied performance can be caused by a variety of factors, and you’ll need to take a close look before making any changes. For example, underperforming keywords and plumbing ads that don’t get many clicks should be paused. However, if your ads are getting clicks, but limited conversions, you’ll want to tweak your landing page copy and/or your offer.

12. Use negative keywords to block money-wasting clicks

Sometimes irrelevant keyword searches will display your ads, so if you can come up with a list of keywords related to services you don’t provide, you can limit where your ads show up. For example, if you don’t offer sewer camera inspections, make “sewer camera” a negative keyword. If you don’t service septic systems, make “septic” a negative keyword. Doing this will prevent clicks from irrelevant leads.

13. Use Google Local Service Ads (LSAs) for Your Plumbing Business

Local Service Ads appear at the top of Google’s search results above the typical PPC text ads and organic listings. LSAs are pay-per-lead, not pay-per-click, which makes them even more profitable. With LSAs, you only pay when a lead contacts you directly through your ad, either by calling you or messaging you. This is a much safer way to manage your ad spend and generate qualified leads. It’s also an easier way to capture bottom-of-the-funnel leads who need emergency plumbing services.

To set up these ads, head over to Google’s LSA page and click “get started.” You’ll be prompted to go through the setup process, which includes confirming your business eligibility. To complete the process, you’ll need your business license, general liability insurance proof, and at least one Google Business Profile with positive reviews. The system will then ask you to choose the zip codes or cities you serve, list the types of services you provide, and set your weekly budget. Once you submit the form and pass Google’s screening process, you’ll start showing up in results for searches related to your business.

Try to get as many positive reviews on your Google Business Profile as possible since businesses with better reviews tend to rank higher with Local Service Ads. Also, keep in mind that Google tracks your response times, and the faster you reply, the better placement you’ll get. Unlike PPC ads, you can request refunds from leads that aren’t relevant, like leads requesting the wrong services or who are outside your service area.

It’s important to take advantage of these ads because it’s an easy way to get your business listed at the top of search results pages when people search for terms like “plumber near me.” It’s easier than waiting months for SEO to kick in, and it will bring you immediate leads. People will see your reviews and your Google Guaranteed badge, which will boost your credibility.

14. Get your “Google Guaranteed” badge

Getting your business verified by Google will give you a green checkmark next to your business name in your Local Service Ads. It tells customers that Google has personally verified your business, you’ve passed a background check, your insurance has been verified, and Google Ads will back your services with up to $2,000 in reimbursement if a customer isn’t satisfied with your services.

Getting this badge can boost your visibility and credibility, which can get you more clicks, leads, and paying customers. It will also help you rank higher in the list of LSAs.

To get this green checkmark, you need to get approved for Google LSAs. Once you’re approved for LSAs, you’ll get the “Google Guaranteed” checkmark badge automatically. Just make sure you renew your insurance policy on time, maintain a high review rating, and keep responding to leads quickly. If you don’t maintain these things, Google Ads might remove your badge.

15. Track your conversions and PPC ad groups

You can’t improve what you don’t track. Track your critical metrics, including call tracking, form tracking, and chat tracking. Run regular reports and check in with your ad campaign performance on a regular basis. It will take a little bit of time to gather enough data to make informed decisions, but the sooner you catch underperforming ads, the sooner you can make necessary changes.

16. Split test your PPC ads

It’s important to split test ads to see what elements drive the most conversions. Split testing, also called A/B testing, is where you run two nearly identical ads, but with one small difference between them. The difference could be a headline, colors, an image, the main copy, or the CTA. Once you run the ads long enough, take the winning ad and change one more element to test. Repeat this process by changing just one element at a time to see which version performs better. Use Google keyword planner to help navigate this. When done correctly, your clicks should increase over time.

17. Generate reviews continuously

Getting satisfied customers to review you is crucial, and as previously discussed, it can impact how your Local Service Ads show up. Reviews can also impact how you show up in the Local Pack. The more high-quality, genuine, recent reviews you have, the more likely you are to show up in search results. You’re also more likely to get clicks.

Positive reviews act as social proof that helps customers choose which business to call. You could have the best ad copy in the world, but if your competitor has 150 five-star reviews and you only have 6 reviews from 2019, customers will choose them over you.

Clicks are cheap, but leads are not

It’s easy to get clicks, but getting real leads from search engines– the kind that book your plumbing services – takes work. For plumbers, a strong PPC strategy can make the difference between getting steady jobs or wasting cash. By targeting high intention search terms, targeting narrow service areas, and optimizing your ads, you can create high-performing ads that deliver real results without burning through your marketing budget.

Lead generation is critical for your plumbing business, but when done without a positive return on investment, it's foolish.

Ready to turn clicks into paying customers? We’d love to help!

Whether you’re new to PPC ads, or you’re tired of wasting money on ads that don’t generate calls, we’d love to help you get real results. Our PPC experts specialize in helping local service businesses in the plumbing industry just like yours attract high intent plumbing leads, reduce wasted ad spend, and grow predictable revenue.

Contact us now for a free evaluation for your lead generation strategies, PPC campaigns and search engine optimization services – we’d love to help. 

Samuel Edwards
|
March 4, 2025
Strategies for Maximizing ROI with PPC Management

Pay-per-click (PPC) advertising is the lifeblood of modern digital marketing, a finely tuned machine designed to separate serious advertisers from those who enjoy setting their money on fire. At its core, PPC is about buying attention—whether it’s from Google Ads, Facebook (or should we say Meta?) Ads, LinkedIn’s overpriced clicks, or whatever ad network is currently promising “unprecedented results.” The trick, of course, is making sure that the attention you’re paying for actually turns into conversions, and not just a collection of clicks that lead nowhere.

This guide is for marketers who already know the basics and are ready to squeeze every last drop of ROI from their PPC campaigns. If you’re looking for a “Beginner’s Guide to Google Ads,” this isn’t it. But if you’re tired of watching your ad spend disappear into the void and want to start running PPC like a ruthless efficiency machine, read on.

Setting Up for PPC Domination (Not Disaster)

Campaign Objectives – “What Are We Even Doing Here?”

There’s nothing quite as tragic as a PPC campaign with no clear objective. Running ads without goals is like throwing darts blindfolded—sure, you might hit the board occasionally, but mostly you’re just making a mess. Before you even think about setting up a campaign, define what success looks like. Are you driving leads? Pushing e-commerce sales? Increasing brand awareness (ugh, we’ll get to why that’s usually a waste of money later)? If your goal is just “more clicks,” congratulations—you’ve just fallen for the ultimate PPC scam: paying for traffic that doesn’t convert.

Every campaign should have a quantifiable, measurable outcome tied to business KPIs. That means actual revenue, leads that don’t ghost you, or at the very least, cost per acquisition (CPA) that doesn’t make your CFO break out in hives.

Choosing the Right Ad Platforms – Google vs. Meta vs. Everyone Else

Google Ads is the undisputed king of PPC, but let’s not pretend it’s the only game in town. Depending on your audience and objectives, Meta Ads (Facebook and Instagram) can still be a goldmine—if you’re willing to put up with Meta’s ever-changing rules and the occasional algorithmic meltdown. LinkedIn Ads? Great if you enjoy paying $12 per click for someone who will never fill out your lead form.

And then there’s the rising trend of alternative ad platforms. TikTok Ads are fantastic if you’re targeting Gen Z and have the budget to experiment. Microsoft Ads (formerly Bing Ads) may be the underdog, but they offer cheaper CPCs and a surprising number of high-intent users. If you’re in e-commerce, don’t ignore Amazon Ads—they print money for sellers who get their targeting right.

Keyword Strategies That Don’t Suck

The Right Keywords (or How Not to Pay for Junk Traffic)

Google would love for you to just use broad match keywords and let their algorithm “figure things out.” Spoiler alert: this is a terrible idea. Broad match means your ad could show up for searches so unrelated to your business that it’s practically performance art.

Instead, focus on high-intent keywords—the ones that indicate users are actually ready to buy. Long-tail keywords often convert better because they signal more specific intent. The goal is not just to drive traffic, but to attract users who already have their wallets half-open.

Competitor Keyword Spying – Because Why Reinvent the Wheel?

Want to know what works? Look at your competitors. Tools like SEMrush, SpyFu, and Google’s Auction Insights let you see what keywords they’re bidding on, which ones they’re ranking for, and—most importantly—where they’re burning money so you don’t have to.

If a competitor is bidding on specific high-intent keywords, that’s your signal to investigate. Either they’re seeing a positive ROI, or they’re making an expensive mistake that you can learn from. Either way, it’s free intelligence.

Crafting Ads That Actually Convert (Instead of Just Look Pretty)

Great PPC ads aren’t just about catchy headlines—they’re about aligning with search intent, making a compelling offer, and convincing users that clicking your ad is the smartest decision they’ll make today. A well-optimized ad uses clear, persuasive language with a direct CTA, because vague CTAs like “Learn More” are about as useful as a screen door on a submarine.

A/B testing is non-negotiable. Your gut instinct is probably wrong, so test different headlines, CTAs, and descriptions to see what actually drives conversions. If you’re not actively testing, you’re just guessing.

Landing Pages That Don’t Suck (And Won’t Make People Bounce)

The 3-Second Rule – If They Blink and Leave, You Lose

You have about three seconds to convince visitors that they made the right choice clicking your ad. If your landing page loads slowly, looks like it was designed in 2008, or makes users hunt for the CTA, they’re gone.

Your landing page should have a singular focus: conversion. That means no distractions, no unnecessary links, and definitely no autoplay videos that scare people away. A strong landing page aligns perfectly with the ad copy, ensuring a seamless experience from click to conversion.

Matching Search Intent Like a PPC Jedi

Nothing kills conversion rates faster than misleading ad-to-landing page alignment. If your ad promises “50% off running shoes” and your landing page is a generic homepage with no mention of that discount, expect a bounce rate that makes your campaign ROI cry. Every landing page should reinforce the ad message, use clear headlines, and make it painfully easy for users to complete the desired action. If a user has to think, they’re already gone.

Bidding Strategies for the Big Leagues

If you’re still using manual CPC bidding across all campaigns, congratulations—you’re officially working harder, not smarter. Google’s automated bidding strategies have their place, but blindly trusting the algorithm is like handing your credit card to a stranger and hoping for the best.

Smart bidding, when done correctly, can optimize conversions and lower CPA, but it requires constant monitoring. Target ROAS (Return on Ad Spend) and Maximize Conversions can be effective, but only if you have historical data to feed the algorithm. If you’re running a new campaign, manual bidding still gives you more control.

PPC Optimization: The Never-Ending Job (And How to Stay Sane)

Performance Tracking – Because Hope Is Not a Strategy

Running PPC without proper tracking is like driving blindfolded and hoping you’ll reach your destination. You need to track not just clicks, but actual conversions, customer lifetime value (CLV), and return on ad spend (ROAS). Google Ads’ built-in tracking is decent, but combining it with Google Analytics, heatmaps, and call tracking will give you a full picture of what’s working.

When to Scale, When to Pivot, and When to Just Fire Your PPC Manager

Scaling PPC isn’t as simple as increasing your budget and watching conversions skyrocket. If you scale too fast, you’ll tank your ROI. The right approach is incremental scaling—gradually increasing spend while monitoring CPA and conversion rates. If your CPA starts climbing faster than your revenue, it’s time to reassess. And if your PPC manager insists that “everything is going great” while your ROAS tells a different story? It might be time for a new PPC manager.

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