Would you like to see more sales and signups from your landing pages? If you’re not happy with your conversion rate, you can certainly improve your results. However, it takes a commitment to a long-term strategy to see significant results that stick.
Creating a high converting landing page requires more than just writing some quick sales copy and publishing it on a webpage. From start to finish, creating a landing page takes research, planning, testing, adjusting, and more testing.
Optimizing a landing page to convert at a high rate requires multiple revisions sandwiched between multiple tests. Landing page optimization is an ongoing process. Even highly optimized landing page can be further improved. Unless you have a 100% conversion rate optimization there’s always room for improvement.
If you’re tired of minimal conversions and you’re wondering what you can do about it, you’re in the right place. This article will explain several ways you can increase your landing page conversion rate.
As a brief summary, to increase your conversions you need to identify opportunities for improvement and then implement the necessary changes. You can identify improvement opportunities by performing tests, which will all be explained below.
Here are X landing page tests you can run – and X changes you can make – to improve your landing page conversion rates.
Optimizing your landing page to increase your conversion rate optimization will rely on testing. Although you should hire a professional marketing agency to set up your tests, here’s a general idea of how it works.
Once creating landing page, that landing page is considered your “control.” Then, you create copies of your control page and change 1 or 2 elements on the page – preferably just one change at a time. Then, you market those pages through ads to the same target demographics and see which pages convert better.
When you identify the highest converting page, that page becomes your “control” and you can tweak additional elements to test those changes. This process is repeated on a regular basis.
Here are 4 landing page elements you’ll want to create variations for when running your tests. Since PPC ads begin the process of conversion, that’s where you’ll want to start optimizing first.
Traffic to your landing page will almost always come from PPC ad campaigns. There are other possible sources, but most people stick with PPC ads. Whether you’re using PPC ads or another ad source, start testing variations of your headlines and copy.
Headlines are the most important part of any ad. An effective headline will capture someone’s attention and influence them to click. The easiest way to capture attention with a headline is to promise to solve a big problem. Granted, your landing page copy will need to make good on that promise if you want conversions.
Your landing page visitors/website visitors will be heavily influenced by whatever they are exposed to right before arriving on your landing page. In other words, your PPC ads aren’t just a way to get clicks – they’re actually the beginning of the process of persuasion.
You can use your PPC ads to create a state of mind that will make visitors more perceptive to your marketing messages on your landing page.
Persuasion expert and author Robert Cialdini explains how this works, in detail, in his book Pre-Suasion: A Revolutionary Way to Influence and Persuade. However, he gave plenty of useful information in an interview with Forbes.
In the interview, Cialdini explained that researchers generated a higher participation rate from people by asking a question to get people thinking about how they are helpful people. When asking for help with a marketing survey, only 29% would participate. When asking a pre-suasive question, “Do you consider yourself a helpful person?” 77% of people agreed to participate.
If you’re running your own tests outside of a marketing agency, be willing to continually test ad headlines and copy. Improvement is an ongoing process that takes time.
In addition to your ad copy, your ad images (where applicable) have the potential to influence conversions. Before you start randomly testing images, read what other people have discovered to save yourself from having to reinvent the wheel.
For example, most people have learned through trial and error that proper contrast is more important than specific colors. Although, blue tends to be a good choice for a specific color scheme.
Wherever your ads display images, keep your images simple and relevant to your ad. Avoid gradients and complex graphic details that will make your image hard to see.
Your landing page design consists of the following:
There are seemingly endless variations you can create to test landing page elements. Unless you’re running a large budget marketing campaign, it’s important to start with one element at a time. For example, you might create variations of your landing page performance that includes all testimonials at the bottom of the page and another variation that sprinkles testimonials throughout the content.
Just like you’ll test your PPC ad headline and copy, you’ll want to test your landing page headlines and copy. Remember that people tend to scan copy rather than read it from start to finish. Because people scan, powerful, influential headlines will help your conversions.
The most important heading on your entire landing page is the top heading. Work on that heading first and then optimize the remaining headings.
For the most part, the changes you’ll make to your landing page will depend on what you’re testing. However, there are 5 basic changes you can make to your landing page that will optimize your conversions.
Distractions make it hard for visitors to know what to do next. Should they play the video or click on a link you provided in your sales copy? Or should they keep reading your sales page?
It’s important to create your landing page to be free from distractions. You’ll probably want to create a custom page template to start with a blank slate. It seems natural to create your landing page from an existing web page as a template. However, doing that will create multiple distractions for your visitors.
Landing pages need to be free from distractions. Distractions divert visitor attention away from your sales copy and can kill your conversion rate.
What counts as a distraction? Technically, anything that stops a visitor from reading your copy or pulls them away from the page is a distraction. Elements like:
Any and all links you insert into your sales copy on your landing page should place whatever item you’re selling into your visitor’s shopping cart. Aside from links in the footer, any other links will hurt your conversions.
Avoid linking to content in your landing page sales copy. You don’t want visitors to land on your sales page, click a link, and start wandering around your website or someone else’s website. You want visitors to stay on your sales page until they make a purchase.
Every link you publish on a sales page is one more opportunity for visitors to bounce without making a purchase. Don’t give visitors a reason to wander away from your sales page.
Navigation menus are the worst distraction for visitors on a sales page. If a visitor sees a navigation menu, they might start exploring your site instead of reading your sales copy.
You’ve probably seen landing pages with navigation, and there are exceptions. For example, navigation is okay if your landing page is a self-contained mini-website designed to provide visitors with important information. In that context, navigation is helpful.
On dynamic landing pages designed to generate sales or signups, a navigation menu will be a distraction and kill your conversions.
If you use your main web pages as a template for your landing page, make sure to eliminate the sidebar. Sidebar content will distract visitors and if it’s clickable, they’ll end up bouncing.
No matter what the content, sidebars don’t belong on landing pages – not even if the content is related to your product. If you have so much information that you want to present it to visitors in a sidebar, your landing page is already too complicated.
With few exceptions, landing page should be straightforward, simple, and clean. No navigation, no non-sale-related links, and no sidebar content.
Do you know the difference between a content writer and a copywriter?
If you’ve hired a content writer to write your landing page sales copy, you’ve hired a professional in the wrong industry. You need a copywriter, not a content writer. While both types of writers can be highly skilled, they’re entirely different professions.
Get your landing page copy written by a professional copywriter. It’s important to find a copywriter and not a blogger or content writer. Although content writers and bloggers can be phenomenal writers, high-level writing skills can actually prevent someone from writing effective sales copy.
Effective sales copy requires speaking directly to a well-defined target market using persuasive copywriting techniques that often defy grammar, punctuation, and other writing ‘rules.’
Say you’re an SEO firm selling an SEO Mastery Course that teaches entrepreneurs how to get high-level results. Your sales copy will directly influence your conversion rate and it won’t be based on perfect grammar.
You could have a landing page with well-written copy, perfect grammar and punctuation, and your conversions might still be low. Why? Good sales copy isn’t defined by the same standards as a good blog article. In fact, effective sales copy often uses incomplete sentences, incorrect punctuation, and a conversational tone that would make any English teacher whip out a red pen.
The point with sales copy isn’t to write perfect copy – it’s to persuade the reader to take a specific action. That often requires breaking the rules of grammar, punctuation, and style.
“Our SEO Mastery Course will show you how to get big results. Our expert SEO professionals will teach you how to increase your ranking in the search engines using several powerful techniques not available to the public.”
“If you’re like most entrepreneurs, you’ve learned a little SEO, but it’s not enough. You want agency-level results without the price tag. You don’t mind doing the work – if only you knew the secrets.
Imagine learning 2 closely-guarded SEO techniques that will make leads pour in faster than you can follow-up with. Imagine generating instant sales from leads who have no prior contact with your brand. Marketing pros do it all the time and you can, too.
When you take our SEO Mastery Course, you’ll learn some of the top SEO secrets marketing gurus keep from even their top students. When you implement these strategies, you’ll get breakthrough results you never thought possible.”
Both versions of copy are well-written, but the copywriter’s version is specifically written to persuade the reader to buy the SEO Mastery Course.
The biggest difference is in the style and tone. Content writers are trained to create informative, factual, well-researched copy. Copywriters create persuasive copy using specific techniques to influence the reader.
The best solution is to hire one of the A-listers like David Deutsch or John Carlton. However, you may not have a 5-figure budget.
If you’re on a budget, work with a marketing agency to get access to copywriters. If that’s out of your budget, start poking around online to find copywriters for hire.
When you find a possible copywriter, ask to see a portfolio, and if possible, e the stats for how well their copy performs. Good copywriters get paid royalties for their work. They should be able to provide statistics on how well their copy has performed for past clients. If a copywriter doesn’t know how well their copy performs, keep looking for someone who can provide you with that information.
Good typography is critical for conversions. Although, with typography, less is more. You don’t want visitors to notice your typography – you want all typography to blend into the experience of reading your sales page or watching your video.
Simplify your typography as much as possible. Use a web-safe font face, preferably Arial or Times New Roman. Don’t use background colors other than white or off-white with black or dark gray main text. It’s okay to use colors in your copy and as headings. However, avoid the high-contrast color schemes that use black or dark backgrounds with light text.
If you really want to dive into the art of persuasion using typography, read up on the 2012 experiment run by Errol Morris published in the New York Times. In the experiment, 40,000 readers read a passage from a book and were asked if they agreed with the passage by stating ‘yes’ or ‘no.’ The experiment utilized 6 different typefaces and determined that:
Typography can be a tedious element to optimize, but if you have the time and dedication it’s worth the effort.
Simplifying your landing page design and colors, and reducing the number of elements used will support an increase in landing page’s conversion rates / page speed/page load time. Ideally, your landing pages should be as plain as possible – almost boring in terms of design. Plain or ugly landing pages convert better than fancy landing pages.
Why do ugly sites convert more than fancy sites? Technically, it’s because plain and ugly sites contain little to no distractions and just offer the ‘meat and potatoes’ of the content. In other words, a website’s value is more accessible on an ugly site than a fancy site. There’s no eye candy, which is perfect for conversions.
When you create plain or ‘ugly’ landing pages, you’re stripping away all the bells and whistles and presenting pure content. It’s a natural way to prevent yourself from creating unnecessary barriers to the sale.
Another element that might seem strange is using large ‘buy’ buttons. At first, it might seem cheesy and spammy to use huge ‘buy’ buttons that take up most of the viewport. However, just like the ugly site phenomenon, large ‘buy’ buttons increase conversions.
If you’re not sure about using large ‘buy’ buttons, you can always split test your buttons against your highest converting page.
Optimizing your marketing strategy is the final component required to increase your landing page conversion rate. Here are 4 changes you can make to your marketing strategy to get better results.
How well do you know your market? How long has it been since you researched your market? Have you researched your market or are you guessing?
Finding your target market is a lot like generating a keyword list for SEO; both require extensive research and your opinion might not be accurate. For example, many business owners make the mistake of thinking they are their own target audience market. So, they craft marketing messages that appeal to them. In reality, their main market is usually an entirely different demographic.
No matter what your product is, only research can pinpoint your target market. Even when your market seems obvious, you can always go deeper. For example, if you sell socks, your obvious market is everyone. However, you won’t sell many socks marketing to everyone with a general message. Even when you sell a product as universal as socks, you still need to define a smaller group of people so you can craft specific, targeted messages to the group.
Market research will open the door for you to discover more about your market than you can gather from your own thoughts. With in-depth market research, you can discover multiple sub-niches that are also individual markets you can target with even more detailed and tailored marketing messages.
Most products and services have more than one target market. However, some markets are more profitable than others. Still, if you can target multiple niche segments of your market, you’ll increase conversions.
Specific marketing messages tailored for your market segments will increase conversions. Here’s how that works. Say you’re selling frozen black bean burritos. You can market your burritos to people who love black bean burritos and you’ll generate decent conversions.
You can also market your frozen black bean. burritos to people who don’t have time to cook and you’ll probably get more sales – even from people who aren’t too thrilled about black beans. Why? When marketing to that segment, the product is convenience. When marketing to burrito lovers, the product is the black bean burrito.
This is where having a professional copywriter will help you the most. They’ll know exactly how to write unique sales copy that reaches multiple market segments.
You’ll get landing page conversion rate when your marketing message is effective. To be effective, your marketing message needs to be targeted. Sales and conversions will increase as your marketing message more specifically targets your market. However, it’s important that you direct your marketing message to a specific target au market rather than creating a general marketing message.
The world’s top A-list copywriters get results because they write sales copy that targets specific markets. They’ve perfected their craft over many years and often earn tens of thousands of dollars – plus royalties – for writing just a few paragraphs.
For example, the late copywriting master Dan Kennedy was routinely hired by large corporations to see if his copy could outperform the company’s control piece. When Kennedy was allowed to run with his ideas, his copy outperformed the company’s control by a landslide.
However, Kennedy ran into the same problem with nearly every company that contracted him. He would go into a marketing meeting and people would toss out random advertising ideas based on the product’s features. If the company was selling a perfume, they’d toss out creative ideas for a product name, what colors to use, how to package the product, and what kind of music to put in the ad.
Nobody in the marketing meetings would talk about the target market.
In these meetings, Kennedy would redirect the conversation and get people talking about the target rather than the product.
Thinking of the target is the only way you’ll develop effective marketing messages. Effective copy speaks directly to the target rather than about the product.
The difference between copy that speaks to a target and copy that talks about the product is a small, yet critical distinction. Here’s a simple example:
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The difference between these two marketing messages is huge. The first message that simply discusses the product’s features is not a targeted message and won’t be that effective. There will always be some people who will buy items without targeted messaging, but it’s a small number.
The second message speaks directly to a target market consisting of busy people who don’t have time to make coffee in the morning, but can’t function without their coffee. This isn’t the most specific target possible, but it’s targeted enough to give you an idea of what specific targeting looks like.
Once your landing pages contain professionally-written, targeted sales copy, there’s one more step to ensure success. Your traffic source needs to be highly targeted as well.
It’s easy to manipulate people into clicking on PPC ads. However, that tactic will only decrease your landing page conversion rates.
Your PPC ads create an expectation for what the content will be your landing page. When people click on your advertisement, they expect the target page to be relevant to the ad. If the content doesn’t deliver on the promise in your ad, or if the content was hyped up in the ad, your visitors will bounce.
Additionally, if you’re running PPC ads to random demographics, you’re wasting your marketing budget. There are people who click on ads that look casually interesting even if they’re not part of that market.
The solution is to first work on defining your target market’s demographics. Then, optimize your PPC ads to be displayed for your target market. Ultimately, you’ll increase your landing page conversion rates when you target the right people with relevant and influential messages.
Although there are separate components, it’s all one continuous experience, from your PPC ad to your landing page.
You can’t increase landing page conversion rate by only optimizing your landing page. Increasing conversions is a trifecta that includes optimizing your landing page, your PPC ads, and your target demographics.
The tips and strategies outlined in this article will help you optimize your PPC ads and landing pages to generate higher conversion rates. However, your ability to get conversions will always hinge on how well you know – and target – your market.
Don’t skip market research, and don’t confuse market research with checking out keywords using Google Analytics. Market research is a fundamental aspect of marketing that has been somewhat lost in the DIY marketing revolution of the last decade or so.
It’s understandable if you’re on a tight budget and you can’t afford to pay a research firm for information on your target market. However, not having access to that information will hold you back. However, there are things you can do on your own to discover more about your market.
Are your conversions lacking? Does DIY marketing sound too exhausting? Get more conversions effortlessly by partnering with PPC.co. We’ll help you create a powerful PPC ad campaign that reaches your most profitable target market and we’ll create landing pages with professionally-written copy that sells.
Contact us today and tell us what you need. We’ll help you creating landing pages or high converting landing pages & get the landing page conversions you deserve.
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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.
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.
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.
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.
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.
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.”
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
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.
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.
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.
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.
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.
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.
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.
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.
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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.
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.
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).
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
