Succeeding in eCommerce PPC doesn’t merely involve selling quality products.
True, that’s critical (you won’t have many loyal customers if your products don’t offer actual value, after all), but it’s not the only way you can boost sales.
In a competitive marketplace, you need to stand out in the crowd by running pay-per-click ad campaigns through Google Or PPC ads and Amazon.
You also need to apply tested strategies that align with user behavior.
Consider the following examples.
If you’re trying to grow an eCommerce business with a PPC advertising campaign, these tips will help you achieve your goals.
Let’s get the obvious tactics out of the way first! Different types of Google Shopping ads offer different features and serve different purposes. Google Shopping Ads allow you to showcase your products and directly encourage users to purchase them. They also have a relatively strong chance of showing up as sponsored links when users perform relevant Google searches. Naturally, they’re ideal for eCommerce PPC.
Depending on the nature of your business, some of your products may be more popular among customers during specific times of the year. For example, if you’re a digital marketing /PPC marketing apparel brand, you shouldn’t expect your winter coats to typically sell best in summer.
That’s a basic example. The main point to keep in mind, though, is that you want to be prepared to leverage seasonal trends instead of scrambling to make seasonally-appropriate Google Shopping ads at the last minute. That means even when it’s not winter, you should be developing Google Shopping ads for the products that sell best in winter. You can always make minor changes later before publishing them.
Most marketers understand the value of using the right keywords when designing PPC ads/PPC advertising for Google. However, while including the “right” keywords in your descriptions and ad copy is important, it’s also smart to specify any negative keyword’s you wish to associate with your ad.
Negative keyword’s help you boost sales by telling Google’s algorithm what you’re not offering. This minimizes the chances of users with little interest in your products seeing your ads, thus allowing you to optimize your paid search budget.
For example, maybe you’re selling physical desk calendars. As such, your target audience doesn’t consist of people looking for online or downloadable calendars. Make sure you’re not wasting money advertising to them by including “online calendars” and similar terms in your list of negative keyword’s.
That said, you should keep in mind that just as making a list of keywords involves some trial and error, so does deciding which negative keywords to specify when creating ads. Monitor your eCommerce PPC campaigns’ performance regularly and update your list of negative keywords whenever you come up with new ideas.
With each year, it becomes increasingly common for online shoppers to browse eCommerce sites and make purchases via mobile devices. Remember this when designing your ads. At least some of your PPC ads/PPC advertising should be designed specifically for customers shopping on smartphones and small tablets.
There are various ways you can incorporate mobile-friendly elements into your ad designs. The specific choices you make will at least to some degree depend on what you’re selling. In general, ads that are designed to look impressive and clean on mobile devices strike a balance between catching a user’s attention with vibrant imagery without overwhelming them. For example, an ad featuring a large chunk of text may be somewhat difficult to read on a small mobile screen. Mobile-friendly ads should instead be designed to convey essential information efficiently and clearly. As always, you should also A/B test different ads to get a better sense of which yield higher levels of engagement with mobile device users.
You may already appreciate the importance of creating PPC ads/PPC advertising to highlight sales when you plan on running them. A general rule of thumb that tends to hold true states that when potential customers are told they can save money if they act fast, they’re more inclined to make purchases.
However, along with buying items when they’re on sale, your customers may be able to save money in various other ways when buying your products. Perhaps if they spend a certain amount of money they’re rewarded with a discount. Maybe you offer discounts to users when they sign up for your email list. Or, you might have a customer loyalty program that allows repeat customers to save money.
When planning eCommerce PPC campaigns, review the products you’re selling and make a list of any promotions, discounts, and other such money-saving options that may be associated with said products. Whenever it makes sense to do so, touch on these money-saving opportunities in your ads. You’ll likely find that sales increase accordingly.
Additionally, even when an item isn’t necessarily available at a discounted price, it’s still often smart to mention its price in the title of an ad anyway. While this isn’t a universal rule, as there are instances when mentioning the price in the main ad copy may feel forced, in many instances it’s wise to let a potential customer know how much you’re charging for a product right away.
The fact that a lead considered buying one of your products but ended up not actually making a purchase doesn’t always mean they’ve decided for good that they’re not interested in buying a product. There are many, many reasons online shoppers don’t make purchases right away when browsing items. Often, they’re simply distracted. When they click away from a product page, they might tell themselves they’ll complete a purchase later, only to forget to actually do so.
Luckily, these potential sales are by no means lost forever. You can use Google’s Dynamic Remarketing features to show relevant PPC ads/PPC advertising to users who engaged with your brand or products in the past when they visit sites within the Google Display Network. This is an easy but effective way to improve your ROI.
Segmenting your audience and creating different types of Google ads to appeal to different types of customers is one of the most well-known ways to improve a PPC ad campaign. That said, some eCommerce PPC marketers make the mistake of only segmenting their audiences once, then never returning to make adjustments based on what they’ve learned from their eCommerce PPC campaigns.
This deprives them of an opportunity to squeeze more profit out of their ads! When you monitor your PPC campaigns performance, consider if you can glean any new insights regarding audience tastes, behaviors, and other such factors in order to segment your audience even more effectively.
For example, after reviewing a PPC campaigns performance, you might find that leads who live in one particular city respond (whether positively or negatively) differently to certain PPC ads/PPC advertising when compared to those from a different city. If this was a behavior you hadn’t predicted when first segmenting your audience, now that you’re aware of it, you can segment your audience even further to boost sales.
Another mistake that’s too common in digital marketing/PPC marketing? Only creating new Google ads when you “need” them.
For instance, you’re well aware of the fact that you should create new Google ads when promoting new products, when running sales, and when your existing Google ads are stale and simply need to be refreshed. However, it’s worth remembering that there is no such thing as a truly “perfect” ad. Even if you’re not completely sure how right now, it’s almost certain that each and every one of your ads could be improved upon in various ways.
Constantly creating new Google ads should be one of your top priorities. True, you can’t devote all your time to generating ads, as doing so will prevent you from focusing on other important business tasks, but you should probably focus on creating new ad content when you have the time to do so more than you currently are.
Creating new Google ads naturally gives you more chances to test them. The more ad variants you test, the more you’ll learn about which strategies are most effective. That said, even when you aren’t actively running all the news ads you’ve recently generated, consistently engaging in the ad generation process will ensure those creative muscles remain strong.
Additionally, it’s helpful for very practical reasons to have a large number of Google ads available on the backburner. When you reach a point where it is necessary to incorporate new Google ads into your PPC campaigns, you’ll already have plenty of unused content to experiment with.
The Internet is brimming with potential distractions. Again, the list of distractions that could prevent an otherwise interested lead from making a purchase is extremely long. When a potential customer clicks on one of your ads, you typically have a very limited amount of time to make a sale.
Keep this in mind when reviewing your current PPC ads/PPC advertising and generating new ones. Your ads should send leads directly to a product page (or other page from which they can easily make a purchase) right away. If there are too many steps between the point when someone clicks on an ad and the point where a purchase is complete, you’re losing out on sales.
Researching your competitors’ keywords and using them in your own PPC ads (when it makes sense to do so) is generally a smart online advertising strategy. That said, there are certain keywords the competition may be using that you should not incorporate: branded keywords.
It may be tempting to use a competitor’s branded keywords in your PPC ads not because you want to deceive a potential customer by making them think you’re selling another brand’s products, but simply because you want to target customers who are interested in brands similar to your own. For instance, maybe you’re selling a more affordable alternative to a popular product, and you want to let potential customers know about how much money they could be saving if they bought an item from your brand instead of the competition.
The problem is, branded keywords tend to only be valuable when used with the relevant brand’s ads. The attention your PPC ads receive when you rely on the competition’s branded keywords will primarily come from low value leads who are probably already planning on buying an item from their chosen brand. You’ll have little success convincing them to buy your products instead.
Properly incorporating branded keywords into your PPC ads in a way that’s ethical is also, well, hard. Even if your intentions aren’t malicious, if a competitor finds you’re using their branded keywords excessively in your own ads, they can complain to Google or any other advertising platform you’re using. The consequences may include account suspension, cease and desist orders, and more.
Some classic eCommerce PPC tips will always be relevant. Some grow even more relevant over time.
For example, today’s online shoppers tend to be very savvy when it comes to their understanding of advertising tactics. Your potential customers know that just because you’re describing your products in a way that makes them sound desirable and valuable, that doesn’t necessarily mean your own description can be trusted.
Surveys often reveal that online shoppers are increasingly prioritizing customer reviews when determining whether to buy products. They may not trust a company to honestly describe a product’s benefits, but they trust other customers.
You can appeal to that trust by including language from real customers reviews in your ads. You don’t need to do so with every single ad you create, but you should highlight customer reviews at least to some degree from time to time.
However, while these tips absolutely will improve the effectiveness of your eCommerce PPC advertising campaigns now, remember that best practices are always evolving and changing.
You need to ensure the success of your eCommerce business by continuing to read blogs like this one. Staying on top of the latest best practices is one of the simplest yet smartest ways to remain competitive.
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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.
