Do you know what days of the week and times are best to run your Google ad’s?
Why does it matter, you ask?
Well, knowing when to post can guarantee maximum conversion rates, impressions, CPA, or other beneficial metrics.
If you have been using your PPC account for several months, identify what days of the week and ad account’s time zone offer the most profit to your business.
This is called paid ads scheduling/schedule ads or dayparting in Google Ads.
And to help you with this, you should start using the Dimensions tab (one of the best options in Google Ads).
On the other hand, it might be challenging to run your Google Ad’s account for the first time/on viewer’s time zone. You are confronted with an enormous interface of charts, settings, and tables, and figuring out where to start may be challenging to say the least.
Your central focus will be on organizing your ad groups, keywords, and ppc ad campaigns and managing the possibilities of smart ad campaigns, dynamic ad groups, and any other thing that Google provides you when you create an account.
Creating bid adjustments in an area that most people ignore. Moreover, Google does not tell you more about bid adjustments while starting your ad campaigns; however, they are precious when you want to tweak your ad campaign with higher results.
You have a few bid alternatives while you are creating your Google Ad’s campaigns. For example, you may use an automatic bidding strategy to enhance conversions or clicks, or you can set your bids manually.
Google’s automated bidding algorithms enable it to put bids on your behalf depending on what it knows will bring you the desired outcomes.
This removes several of the uncertainty from determining how and when to bid on the keywords. But this also implies you might lose control over how much you are spending on each click.
On the other hand, the manually bidding approach lets you make bids for every keyword, giving you greater flexibility and making account maintenance much more time demanding.
In addition, whatever bidding technique you select, you get the choice of increasing or decreasing your offers when specific conditions are satisfied.
This implies you may invest less on hits you believe are much less critical to the organization and extra on clicks from people you think are more valuable to your business.
As you configure the Google Ad’s bidding, then will find that you can only make a few particular bid modifications. Some are more complex than others, but they are still all Google Ad’s bid modifications.
You will also observe that every bid adjustment category has its set of conditions in which it may be used and its own set of modification options.
Google will inform you of such limits when you configure your bid changes, but you should be conscious of them at all times.
When examining the possible ranges of modifications, keep in mind that a drop of 100% will prohibit your advertising from appearing.
Selecting this option allows you to altogether opt-out of seeing adverts in that set of conditions. With that said, here are the types of bid adjustments:
You may also implement alterations depending on demographic factors such as age, household income, and gender. This is one aspect of Google Ad’s demographic targeting small business owners.
This sort of change is available in the new Google Ad’s experience in ppc campaigns and ad groups.
Bids might be reduced by 90 percent or increased by 900 percent.
Ad scheduling changes allow you to vary the ad bid and regularity based on time of day/viewer’s time zone or days of the week. To use these Google Ad’s bid modifications, you must first create your ad scheduling.
That plan is easy to generate and allows you to change the days of the week quickly, and times your ad will show. Moreover, Ad schedule/Ad scheduling modifications can be used in ppc campaigns.
Device bid changes allow you to change the regularity of your adverts depending on the devices used by the searcher, such as:
This form of modification may be used in ad groups and ppc campaigns. However, always remember that if you adjust both the movement and the ad group, Google will utilize the ad group adjustment.
Moreover, you can reduce the bid minimum to 100%, which will result in advertisements no longer being displayed on that device. Furthermore, you can raise the bid by approximately 900%.
You can change the frequency with which your ad shows depending on the viewer’s location by using location adjustments.
Geographic areas such as countries and cities can be used to define the location. Join this with location extension to provide various bids to clients who are geographically close to your business.
This is an alternative method for adjusting the Google Ad’s bidding. Rather than increasing your general bid, you can modify your bid for call ppc ads campaigns alone.
The bid revisions will affect how frequently consumers see call extensions and call-only ads.
Methods of targeting Bid modifications are a more complex option. This allows you to generate bid changes for targeting strategies such as topics and placements for display network ads.
The remarketing list of your search advertisements is one of the most complex Google Ad’s bid modifications you can use.
To apply this bid adjustment, you must first create a remarketing list, which is simple to accomplish.
You may utilize this advanced bid adjustment if you are running advertisements on YouTube or the Display Network.
It relates to the material chosen by Google to be more in-demand, with more traffic and viewer engagement, as well as more impressions each day.
On the other hand, your ad should be eligible to appear on this content. In that instance, your bid adjustment may raise your bid.
The top content bid adjustments are applied to ad groups. It applies to the Google Display Network of websites and applications, as well as YouTube.
Adjustments cannot be used to lower the bid. However, you can boost it by up to 500%.
Below are the steps that will help you to set your bid modifications:
Choose the campaign/ad campaigns you want to make bid modifications for, then tap the ad scheduling option appearing on the left side. If no bid modifications are configured, it should appear like the image shown below.
After you have decided on your time ranges, hit the “edit ad schedule” option and fill in the blanks.
Remember that Google has recently altered the settings, and you only ever have six-time frames in a single day.
Before you save your new ad schedule, it should appear like the image as shown below. Save the file.
Create your test reporting plan after you have saved this. This test is best measured by looking at the findings week after week and reporting on the desired parameters.
Then, after 1 or 2 months, you can gather the findings and decide whether or not to continue with the time of day bid strategy.
Following are the reasons why any digital marketers uses Google Ad’s bid adjustments:
Bid modifications are also a quick and easy approach to test different campaigns.
You might, for example, see how much one of your existing campaigns might work as “mobile-only” by boosting the bid on smartphones and reducing the bid on other gadgets.
If anything goes well, you may want to explore making it a distinct campaign. On the other hand, delete your bid change to restore normalcy if things do not go as planned.
You may optimize your targeting by modifying who you ad spend most of your ad money on using bid modifications.
For instance, if you understand you are just more inclined to make deals at a specific time of day, you might boost the bid adjustment at that period.
You should be able to use your budget quite effectively if you improve your targeting. As a result, the ROI should be higher.
After you understand Google Ad’s bid modifications better, look at certain Google Ads bidding tactics and recommendations:
When creating your Google Ad’s bidding tactics, make use of real-world data. Taking the attempt to know how you operate across different sectors is part of this.
Keep an eye out for differences in locations, Target audiences/potential customers, online shoppers, location, time, and device. Try not to be hurried when reviewing the facts.
Make sure that you have waited long enough to allow for conversion delays. Alternatively, you may have to wait sometime for plenty of data to give meaningful insights.
As you plan your bid modifications and entire bidding strategy, consider your goals to achieve in mind. Your objectives will decide which ads and campaigns receive higher bids and which receive lower bids.
Allowing Smart Bidding to handle bid modifications for you is the most convenient option. These tactics will alter your bids automatically, depending on several parameters.
For example, target CPA and Target ROAS optimize for location, time, device, and target audience or online shoppers/potential customers for each ad auction.
A bid simulator is available in Google Ads. Take the initiative to use this to assist you in choosing an appropriate beginning place for the bids.
While human bidding has advantages and disadvantages, thus do automated Smart Bidding systems. They are beneficial for individuals who must manage many campaigns. It avoids wasting ad spend time.
The caution here is that you always wait until you have sufficient google ads data before using automated bidding. Therefore, to gather the data you require, experts usually recommend beginning by manual bidding.
You may try moving to automated bidding when you have a good quantity of data and have experienced some early success.
Some experts believe that 30 conversions each month in any ad campaigns is a good starting point. However, when you get to this level, you must seriously consider adopting an automated technique.
By using manual bidding in Google Adwords, you may avoid accidentally coming too near to or exceeding your budget.
Although Google Ads allows you to select your budget, the automatic bidding approach may make bids that are higher or lower than you wish. Manual bidding is the way to go if you want total control.
To understand better when to utilize automated bidding generally, you should also be conversant with specific tactics.
For instance, the Target CPA Smart Bidding technique is excellent for increasing conversions. Nevertheless, to collect adequate data, you need gradually transition to this method over time.
Another example is the improved CPC approach, which is excellent for increasing conversion value and conversions.
In addition, it is one of the most cost-effective solutions since it blends Smart Bidding alongside manual bidding.
Even if you use Smart Bidding to automate the whole process, you need to set up a system to handle your bids.
First, Google Ads recommends generating essential bids that will allow you to accomplish your overall objectives.
After that, use bid modifications to account for campaign performance variances between segments such as device type or location.
Any overlap with bid modifications should also be considered in your plan. Keep in mind how Google Ads handles overlapping bid modifications for the time of day, location, and target audience/online shoppers.
When configuring the Google Ads bidding, be sure to distribute your money among many tactics.
This is a great safety net since it assures that you do not wasting ad spend/waste your overall budget if a bidding strategy or ad campaigns fails to yield results.
There are a few things you can do to increase the efficiency of the bid changes. First, begin by attempting to adhere to campaign-level alterations.
Always make group-level changes if the performance of campaigns varies significantly among them. However, it is highly efficient and creates changes based on more significant amounts of data.
Campaigns, after all, will have more data than commercials since they are more significant groupings.
Another effective method is to test for merging your campaigns. However, remember that you may utilize segments to perfect your bid modifications even if you combine campaigns.
Even though you pick the best bid changes and bidding method, you still need the correct keywords to be successful.
So opt for keywords that have a cheap ad costs per click and a higher conversion data volume. That would be a nice balance for most businesses between garnering enough clicks and staying within their budget.
Search for long-tail keywords having precise matches as well. Again, there is plenty of purpose behind such keywords, and they tend to give a significant profit on ad investment.
However, they are much less competitive since they are more particular.
Remember to explore negative keywords in conjunction with your primary keywords. It allows you to avoid spending money and time attracting queries that are unable to convert.
Keep in mind that the primary objective of your Google Adwords bidding is to acquire clicks that turn into conversions.
Therefore, take the time to adjust your landing page and ad copy to maximize conversion rates. They should accurately express your service or product as well as what distinguishes you.
In the headers, they must also utilize identical terms, ideally the exact phrasing. Again, this will significantly lower your bounce rate.
While being at the top of Google Ads will earn you more hits, it is not always the greatest option for your Ad Costs per click and ad budget.
In several circumstances, the second place will receive nearly as many hits as first. This seems to be the case even though the offer for the top position maybe 2 to 3 times.
Although you may lose some clicks by going for the second slot rather than the first, you will also have a cheaper CPC and will still receive sufficient returns to justify your efforts.
Being ranked second might also improve your conversion rates and bounce rate. But, again, this is caused by human behavior and the idea that people tap on every first link they see without even checking if it is appropriate.
Whether they are peering at the second or third place, they will most likely require a few moments to determine its significance.
Consequently, you will have a higher response rate and ad spend less money on clicks that do not convert.
Google Ads bid adjustments make it simple to tailor your bids to particular visitors depending on characteristics such as demographics, location, device, retargeting, scheduling, and others.
This will allow you to make better use of your budget. Moreover, It also cuts down on time you should ad spend generating distinct ads and building up different budgets.
It becomes a natural component of Google Ads bidding after you get used to putting up bid modifications.
For the best results, incorporate the changes with additional bidding techniques and advice.
If you need help with your dayparting strategy, contact us about hiring our PPC management services for expert management of your Google Ads campaigns.
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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.
