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.
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When it comes to selling web hosting, you’re competing in a fierce market with thin margins and corporations with big budgets. According to data sourced by Hostinger, the top 10 hosting providers account for 33.6% of the global market, which is expected to reach $355.81 billion by 2029. And the top three cloud providers combined hold more than 60% of the cloud infrastructure market.
That’s some fierce competition. But when you take a closer look, some of the bigger companies have a slew of dissatisfied customers looking for alternatives, and many first-time buyers will sign up for a good deal if a web host seems legit. That leaves plenty of room for smaller hosting companies to thrive. In fact, your hosting services and customer support might outshine some of the big players. But when you run paid ads, you’re all competing in the same space. That means you need to level up your advertising strategies to capture your share of the market.
Pay-per-click (PPC) advertising can be a powerful tool for acquiring hosting clients, but it can also be a fast way to tank your marketing budget. Make just one mistake and you’ll end up paying for clicks that don’t convert. To win, you need more than just good ads – you need a laser-targeted strategy, messaging that hits your market’s triggers, and landing pages that convert. You need to deliver the right ads to the right market at the right time. Here’s how it’s done.
Not everyone searching for web hosting is the same and treating them as such will yield poor results. For instance, someone searching for “cheap web hosting” is going to make a price-driven decision, and someone searching for “WordPress hosting” wants to skip technical tasks. Although they might all end up purchasing the same hosting plan, you need to reach each group based on what’s driving their purchase decision. Your messaging – from ad to landing page – needs to guide each user down a path that speaks directly to their goals, fears, and expectations. This is done through segmentation.
To execute this, determine what groups of user intent you want to reach. For example, common groups in this market are bargain hunters, small businesses looking for reliability, companies governed by data privacy laws, and non-techies looking for managed hosting.
When you run an ad campaign, you’ll set up a different ad group for each user intent so you can target them with their specific message. Ads displayed to each group will drive traffic to a corresponding landing page written exclusively for that persona. For instance, ads for “cheap web hosting” will lead to a landing page that highlights your low prices and special deals for paying years in advance. Ads targeting small businesses will lead to pages promoting 99.9% uptime, email tools, and reliability. The better you know your segments, the easier it is to tailor each funnel.
Before you even think about creating your first paid ad, you should already know what your competitors are doing. And yes, even major hosting companies are your competitors regardless of the market you’re trying to reach. However, not everyone is happy with the big hosting companies so there’s space for smaller fish, but you have to play your marketing hand right. That starts with knowing what you’re up against and where there’s room for improvement.
Study your competitors deeply. Look at their websites, paid ads and landing pages, email newsletters, and everything else in-between. Once you visit their website, you should start seeing their paid ads across various channels, including Facebook and Google. Study the layouts, the copy, the headings, the pricing models, and look up their customer reviews.
Next, use sites like Reddit and Trustpilot to find out what customers don’t like about your competitors. You’ll want to use that information to create compelling ads. For example, if you find a bunch of complaints about poor customer support, advertise 24/7 human support as part of your value proposition (as long as you actually offer it). If another competitor is hitting customers with hidden fees and annoying upsells, advertise transparent pricing and no surprise fees. If people complain about a confusing, highly technical user interface, make it known that yours is user-friendly.
You don’t want to copy your competitors’ ads – you want to outthink them by leveraging their missteps to create better hooks. Tech giants have million-dollar marketing budgets, and you don’t need to outspend them if you can outmaneuver them.
You only have around 0.4 seconds to make a user stop scrolling to look at your ad. Once they click, you have another 2.5 seconds to capture their attention. Whatever is on the other side of that click needs to be good. But to even get that far, you need to capture attention fast.
It’s said that the average person scrolls through the equivalent of around 300 feet of content every day. If your headlines aren’t scroll-stoppers, they won’t get any attention. But headlines that capture attention aren’t necessarily clever – they’re clear, compelling, and speak directly to what your market wants. For example, a web hosting ad headline that reads “Premium Web Hosting” isn’t compelling. On the other hand, “Launch Your Site in Minutes – No Tech Skills Required” will reel in clicks.
The idea is to craft headlines that help people imagine their problem has been solved, whether it’s a faster launch, no tech headaches, or peace of mind. But it has to be accomplished in a split-second or users will just keep scrolling.
There was a time when web hosts sold packages by advertising better server resources, like more RAM and unlimited disk space, bandwidth, and MySQL databases. That type of advertising worked because most hosting packages offered extremely limited resources for a high price. Today, disk space and bandwidth aren’t an issue and most consumers don’t even know what basic server specs mean.
Avoid advertising your hosting services by highlighting server resources and other tech specs. It’s not going to entice people. Even tech jargon that seems self-explanatory won’t be to your customers. For example, “Scalable VPS architecture with isolated containers” sounds smart, but it’s just noise to the average buyer. Sure, you should include that on your product pages so people who understand the lingo know what they’re getting but keep it out of your PPC ads.
You only get so much space for your ad copy, so make it count. Use it to generate clicks from people who want to buy your hosting services now. If you advertise tech specs and rattle off tech jargon, you’ll get clicks from tire kickers and people who are just curious. To get clicks that count, use conversational language, short sentences, and clear calls to action (CTAs). If your grandma wouldn’t understand it, neither will your customers.
Don’t just sell space on a server. When you sell confidence, freedom, and simplicity with urgency, the value of your offer automatically increases and that’s what will generate relevant clicks.
You might have a solid offer and amazing hosting services, but unless users feel compelled to click now, they probably won’t. That’s why you need to create a sense of urgency to click. It’s what creates momentum and cuts through hesitation, pushing potential customers into action. If your ads don’t communicate a reason to act today, you’re giving users an invitation to bounce, get distracted, or go to a competitor.
Create an irresistible offer that gives users a reason to act now, like a limited-time offer. However, this type of offer needs to be believable. You can use a count-down timer that tells people “This offer ends at midnight” or “Only 15 spots left.” These tactics work, but only when they’re done with integrity. If users come back a week later and see the same “limited-time” deal, you’ll lose credibility and you might end up on the FCC’s radar. So use scarcity and time sensitivity sparingly and follow through.
Instead of using gimmicky offers, try these proven approaches:
· Time-sensitive pricing. Most hosting companies offer dramatically discounted rates for the first year and additional discounts for paying up front for multiple years. This works well for price-conscious shoppers. Just be transparent about the cost after the discounted time period ends.
· Free domain registration. Nearly every host offers free domain registration for the first year. You could do the same or offer free yearly domain renewal for the life of the account for the first 100 signups. This adds a layer of exclusivity while giving users a reason to act fast.
· Free site migration. Most people don’t know how to transfer an existing website to a new host. Even technically inclined people struggle with this. Offering free site migration within the first 72 hours of signup can drive sales from users frustrated with their current host, but hesitant to move.
· Access to priority support. People want to know they’ll be taken care of, and offering basic support isn’t enough. Plenty of companies advertise 24/7 support that turns out to be sub-par in reality. Customers know this. But when you make people feel like a priority, it catches their attention.
Your potential customers have urgent problems to solve, but they don’t wake up with the intention of researching hosting plans. Most likely, your ads will show up for them when they’re not even thinking about hosting, but they’ll click if you promise to solve their problem.
Here’s how to work this into your ads:
Use phrases like:
· “You can’t afford downtime.” If they’re with an unreliable hosting provider, you’ll capture their attention by emphasizing that switching now means immediate uptime.
· “No more battling with complex interfaces.” Highlight how your setup is stress-free. Many users have an aversion to learning complex interfaces like Plesk and cPanel.
· “We’ll transfer your site by the weekend for free.” That’s an instant win for users who fear the pain of switching hosts.
The bottom line is that urgency that connects to real pain points will always outperform generic flash sales.
Deals are everywhere, and consumers tune them out because they know they’re just sales gimmicks. Get their attention by phrasing your offers as an opportunity rather than just another deal. Make people feel like they’re getting something special by using phrases like “this offer ends Friday” or “only available to the first 50 new customers.” Reinforce the idea that hesitating means missing out and remember to follow through by closing your offers when they’re advertised to end. You can always wait a week and run another offer.
Choosing your keywords is one of the most important components in developing a winning PPC strategy. But the words you target matter. You need to know the different keyword match types and how to use them. Because it’s not just about getting clicks – it’s about getting relevant clicks that convert.
You want to target keywords that indicate buying intent, not curiosity. If you go for vague, broad keywords like “web hosting” or “build a website,” your net will be too wide and you’ll invite clicks from curious people rather than committed buyers. These keywords are high-volume, high-competition, and don’t support conversions.
Web hosting PPC keywords that indicate buying intent, like the following:
· “Best WordPress hosting for ecommerce”
· “Affordable VPS with cPanel”
· “Web hosting for real estate agents”
· “Fast hosting for Shopify stores”
These are examples of searches that tell you exactly what the user needs. When someone searches for these phrases, they’re already close to pulling out their credit card. General terms will generate a lot of impressions, but the clicks will just drain your advertising budget.
Be cautious about bidding on phrases like “cheap web hosting” unless your business model is built around affordability. The big hosting companies already offer extremely good deals, and if you can’t compete with that, don’t advertise cheap hosting. People will see that you’re more expensive and bounce. Or, they’ll sign up for an account and require constant support from your team.
Build a strong negative keyword list to prevent your ads from showing up in irrelevant searches. Terms like “free,” “jobs,” “review,” “DIY,” “website builder,” “help,” “learn web hosting,” “courses,” “reviews,” “designer,” and “how to” might trigger your ads without generating conversions. If people use these terms in their search, they’re probably not looking for a web host.
Another tip is to include specific niche hosting you don’t offer that wouldn’t work on your existing plans. For example, exclude “forex hosting,” “HIPAA hosting,” “Git hosting,” and “Minecraft hosting” if you don’t offer these options.
If you’re stuck for ideas, don’t guess. Use Semrush to analyze your competitors’ ad campaigns; find out what keywords they’re bidding on and how much they’re spending on PPC. It may not be entirely accurate, but it will give you a good idea of where to start.
Don’t forget to check in with your reports to find out what searches are triggering your ads. If you find random phrases like “how to host a party,” trim down your keyword lists and add the irrelevant phrases, like “party,” to your negative keyword list.
At PPC.co, we’ll help you build an advertising ecosystem that captures your ideal market. From market research to laser-focused landing pages and optimized funnels, we help web hosting providers turn clicks into loyal customers. Whether you’re tired of campaigns that cost a fortune or you’re just getting started with PPC, contact us now and let’s build a PPC strategy that actually pays off.
Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free consultation and let’s start turning your ads into paying clients.
