Online visibility is essential for businesses of all sizes, regardless of industry. The success of an organization online relies heavily on effective digital marketing strategies and choosing the right tools to promote their products or services.
Two of the long-established tactics are Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising.
With SEO focusing more on organic search results and PPC establishing a presence through ads, organizations need options that cater to both approaches in order to effectively increase their visibility.
This article will compare SEO and PPC strategies as well as explore how integrating the two can further provide greater reach, wider audience engagement, and overall better marketing ROI for any business or entity looking to optimize its online portfolio.
Search Engine Optimization (SEO) is a set of digital marketing strategies designed to generate organic website traffic from search engine result pages. The goal of SEO is to achieve higher search engine rankings for relevant keywords and phrases, resulting in increased visibility and more visitors to the target website.
Effective SEO involves activities such as keyword research, on-page optimization, content creation, off-page optimization technical optimizations, Link Building, etc., all geared towards providing quality solutions and more knowledgeable info particularly related to their customer’s specified interests to existing users and those looking into possible ventures.
But the best SEO is combined with PPC.
On-page optimization is the practice of optimizing individual web pages to make them more recognizable, engross readers in their content, rank higher in search engine result pages (SERPs), and improve user experience.
It involves updating specific aspects of a web page such as adjusting backend code, amending HTML tags, refining image compression, publishing quality content, and making statements and terms precise and concise with keywords that match users’ queries and other search phrases.
Adopting SEO best practices for on-page optimization can impact both organic search visibility and website visitors significantly without breaking the budget.
Off-page optimization is an essential component of optimizing online visibility, both for search engines and users. This includes activities like content marketing, link building, outreach campaigns, social media strategies, and other forms of external promotion.
It works to establish a strong reputation and increase overall trustworthiness in the eyes of search engines by sharing views, opinions, and content with audiences beyond a website’s own domain.
By connecting people with high-value sites or other resources related to their interests throughout wider networks across the internet off-page optimization helps to build positive associations that lead to better rankings and increased user engagement. Additionally, it can produce greater traffic given its passive but effective nature of sprawling links out beyond one’s site boundaries.
Technical optimization is a fundamental component of an effective SEO strategy and includes practical means of improving the crawlability and indexing capabilities of websites.
Technical SEO measures help search engine bots better access and understand website content. This makes them easier to find for search query results, providing improved visibility in SERP rankings.
Some key areas to focus on include page speed, URL structure, mobile responsiveness, site architecture, structured data markup implementation, etc. To optimize your website from a technical point-of-view requires expertise in coding knowledge & implementations such as HTML & AMP improvement.
Organic traffic generation is an important benefit of leveraging SEO effectively. Organic search engine listings are located along the results page without companies having to pay for placement and as a result offer alluringly low-cost, long-term sustainability.
When businesses optimize carefully selected keywords in their website content and strengthen domains’ authority through backlinks, SEO bolsters visibility despite high-ranking competitors.
Plus, acquired organic traffic provides trustworthiness and credibility that many webs savvy value more than sponsored product placement or paid advertising offerings found in SERP (Search Engine Results Pages).
Search Engine Optimization (SEO) breathes life into businesses by making them visible and relevant in the online space. As a result, search engine rankings go up and more customers are exposed to the products or services provided by the business.
One of the most important benefits of SEO is its long-term sustainability – based on quality content that adds value to visitors searching for answers, businesses are able to not just earn improved search rankings but also establish trust with their target audience.
The biggest benefit of SEO is cost-effectiveness. Unlike full-fledged PPC campaigns, the investment required for a successful SEO strategy is much lower in comparison and operations can produce long-term benefits without recurring costs.
Moreover, search engine crawlers are completely free if your website content is properly optimized to rank high on SERPs organically. Also since your rankings evolve with changes in algorithms accordingly along with great web visibility free of charge makes it more suitable especially for businesses dealing with low budgets or tight deadlines yet expecting higher ROI through marketing efforts.
Pay-Per-Click (PPC) advertising is an effective online marketing method used to directly drive traffic and leads to specific websites. It relies on keywords or phrases being purchased by advertisers, allowing them to be seen more prominently in search engine results— creating immediate visibility for businesses.
The main objective of a PPC campaign is to generate revenue while reaching the target audience with a focused backed assessment along with Google ads remarketing tactics. With PPC campaigns, businesses can purchase impressions at setup cost requirement amounts and receive long-term sustainable benefits related.
When it comes to PPC (Pay-Per-Click) advertising, there are many different platforms available. Google Ads is the most popular and widely used platform for companies of all sizes. In addition, paid search tools like Bing Ads and Yahoo Search Marketing are powerful options for those looking to maximize their reach while minimizing costs.
Companies looking for a more targeted approach may consider exploring social media channels like Facebook Ads or Twitter Ads. Each platform offers unique benefits in terms of audience targeting, budget allocation, creative design capabilities, and performance analytics that could help shape an overall online strategy for better visibility and ROI.
Keyword research and selection are critical for running a successful PPC campaign. Through effective keyword research, marketers can identify the exact terms and phrases their target audience is using when searching online. This enables them to craft ads that will appear whenever users search for these specific keywords.
The right keywords should be chosen based on relevance to one’s offering, their intent level (research vs booking), which match types it supports (broad-match, exact, or phrase-match), and competition levels so as maximize ad performance while avoiding expensive bidding wars with competitors.
Once the new advertiser has implemented the newly researched keywords into targeted campaigns they should consistently monitor keyword performance in an effort to add value through optimizing existing campaigns.
Ad creation and optimization are important elements of a successful PPC campaign, as they influence click-through rates.
For an effective campaign, businesses need to select researched keywords that draw attention from relevant audiences. The ads should include captivating copy that grabs potential customers’ attention and convinces them to take action by clicking the ad – compelling headlines, coupled with detailed promotional descriptions can help increase overall conversions.
Additionally, formats such as local search ads call for special tailoring that fixated cites your services or products; all of this needs to be done in the most economical word count possible. Depending on the different platforms available such as Google Ads or Facebook Ad campaigns, technical aspects including structured display settings can powerfully influence user engagement.
When creating and managing a successful PPC campaign, landing page optimization is essential for delivering effective results.
It is necessary to ensure that the ad will actually take users to a destination page optimized to fulfill the desired goals of the campaign. The landing page should contain elements related closely to the keywords they used in their search, reinforcing that relevance all throughout their interaction with your brand.
Creating compelling calls-to-action (CTA) on meaningful pages provides users with the direction regarding what best suits their needs as well as enhances opportunities for conversions or other objectives.
PPC (Pay-Per-Click) is an effective marketing strategy for achieving immediate and targeted visibility online.
Unlike SEO, you don’t have to wait weeks, months, or years before your campaigns start delivering results – they’re usually seen visibly and almost immediately once the campaign launches, making it a great choice, especially for established brands looking to make quick changes in incoming traffic as well as new businesses eager to lure initially customers.
Moreover, PPC advertisers can employ sophisticated targeting capabilities so that ads appear only to those interested individuals hoping to manipulate their budget constraints and overall ROI far more effectively than using traditional methods of advertising efforts such as radio or newspaper campaigns.
PPC advertising gives marketers the ability to capitalize on precise audience segmentation and targeting capabilities. This means that they have complete control over who sees their ads and thus enables them to reach a highly targeted group of individuals through many narrow criteria than possible with SEO or broadcast techniques.
Additionally, PPC affords advertisers better control over where their campaign stands in nearby searches related to their offer compared to other organic results. Because of this increased visibility for individualized offerings, it becomes easier to attract new customers efficiently and quickly by reaching users most interested in the available services or products.
All of this is made possible without any additional costs as known in traditional methods for outward advertisement coverage across well-defined geographies or segmented markets.
The use of Pay-Per-Click (PPC) advertising has opened up many new opportunities for businesses to maximize their resources and reach the maximum number of customers.
As its name implies, PPC campaigns involve businesses bidding on specific keywords in search engines in exchange for displaying advertisements. With every click of these ads, the business is charged a certain amount.
One advantage of employing this marketing strategy is that you can easily measure your Return On Investments (ROI). With careful planning in terms of keyword selection, ad optimizing strategy, budget allocation, and much more one can eventually curate an effective PPC campaign leading to high ROIs without making hefty investments.
Additionally, these campaigns are easily adjustable based on user feedback and target audience preferences allowing you continuously refine it with the help of performance data.
Integrating SEO and PPC improves the visibility of a business’s online presence. By taking advantage of both strategies, it can maximize reach across channels more effectively.
For example, through an enhanced presence in organic search results and expanded visibility through paid sponsored ads that are typically strategically placed on the page. This combination will effectively target potential customers while enhancing brand awareness thus providing tangible ROI for businesses.
In addition, leveraging keyword research insights from SEO & PPC diligently helps identify high-performing keywords to tailor campaigns according to audiences’ needs accurately, allowing adjusted strategy As needed along their journey from awareness to consideration and completion stages with the data available.
Therefore optimizing future growth opportunities by making informed decisions backed up by appropriate data performance analyses in digital marketing plans.
Leveraging keyword insights is a key benefit to integrating SEO and PPC strategies. Identifying which keywords are performing successfully with search engine users can be used to optimize both organic and paid search campaigns.
For example, recommendations from keyword research done on one platform such as Google Ads can also be applied when refining SEO efforts for better rankings on the organic side of SERPs.
Knowing what words or phrases people are using more often in searches means businesses can create more engaging content, landing pages, and advertising copy that helps them reach more qualified audiences quickly.
Additionally, marketers can use keyword trends to respond accordingly so their messages stay relevant in competitive industries where keywords constantly shift and evolve over time.
Integrating SEO and PPC can help generate key data and insights which, when used effectively, can improve the overall online visibility of a business.
Data-driven decision-making allows businesses to leverage all available SEO and PPC analytics to identify high-performing keywords, refine targeting strategies, maximize reach through both organic and paid digital presences, adjust campaign budgets towards more effective channels or channels with better ROI potential; as well as optimize other areas of their marketing strategy.
In conclusion, you can see the distinct benefits and specific limitations of either SEO or PPC strategies when utilized independently.
But by combining both strategies into an integrated approach for maximizing online visibility, there are unique opportunities to tap into keyword insights and data-driven decision-making that would maximize ROI for any business.
Multiple case studies have demonstrated increased effectiveness when optimizing across multiple channels in a cohesive strategy, regardless of budget size or sector.
If you understand how SEO and PPC work together, your brand will naturalize itself as one that is more visible and attractive in search results resulting in a powerful competitive advantage.
%201.svg){kind=logo}
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.
.jpg)
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.
