Google Ads For Contractors - How To Start Seeing Results

We’re willing to bet you’re looking to grow your business this year, or at the very least, get more leads. 

To achieve these goals (and so much more), you need to fully leverage the potential of digital advertising. If used strategically, these ads can help your contractor company reach new heights online - which directly translates to real-life business.

While running pay-per-click (PPC) advertising seems super simple, you need to have a basic understanding of running a successful ad campaign to put your ads in front of the right audience. 

No need to worry, though. Here’s a full guide for Google Ads for contractors that will demystify the process of PPC advertising.

What Are PPC Ads?

Pay-per-click advertising is a prominent online advertising model where advertisers pay a small fee whenever users click on their ad. Google offers different advertising methods, but the most used one is paid search which allows you to select and bid for keywords to determine how high they’ll appear in search results.

The concept is very simple - the more you pay, the higher your ads will rank. 

Why Contractors Should Run PPC Ad Campaigns

There are plenty of benefits of running Google Ads for contractors, some being:

1. Target the right audience

As opposed to traditional advertising methods, Google Ads puts your message in front of a localized targeted audience. By choosing the relevant keywords and leveraging geo-targeting, you can laser focus on those in your target market who are actively looking for your services. 

These ads are notable for their extraordinary ROI. In other words, you can avoid wasting valuable time and money on communicating with the wrong audience, thereby increasing your chances of converting new customers.

2. Fast results

PPC ads are surprisingly fast when it comes to seeing results. The moment your campaign is live, these ads will instantly appear in pertinent search results. You can start measuring results right away, adjusting the parameters accordingly until you achieve a higher ROI. 

3. Strengthen your brand

Having your ads seen by the right audience boosts your credibility and overall visibility. Someone may not click on your ad straight away, but running across your name will build trust and grow their awareness of your brand. 

Essential Steps For Running A Google Ads Campaign

Want to run a successful ad campaign? Follow these steps to begin:

1. Set a clear objective

When getting an ad campaign under way, you’ll have to set an end goal. This will determine how your overall campaign progresses. If your main purpose is generating sales, you’ll pay more money per click when compared to a simple campaign to increase your website traffic. 

Thus, choosing the right objective will lead to an effective use of your advertising resources. 

These are the primary intentions of an ad campaign:

• Increasing website traffic

This can be a great way to reach as many potential buyers and increase the overall trust in your brand. You should choose this particular objective if you want to target people early in the sales funnel. These individuals may not be ready to book an appointment, but you can eventually put your business on their radar and nurture them in the future through retargeting. 

• Increasing the number of leads

When looking to target clients who are already in the process of choosing a contractor, focusing on lead generation is the best option. You can then write an ad copy and research keywords that address the customers with said intent. 

For instance, you could offer a free consultation to get visitors to fill out your contact form. 

• Growing your sales

Choosing a sales objective is a great option for those looking to capture clients who are all set to make a purchase. It’s also a great method of targeting clients who have prior experience with your ads.

2. Researching keywords

Choosing the right keywords is the most important aspect of an ad campaign. Put yourself in your customers' shoes and think about what terms they would be using if they were seeking your services. Check your findings with Google’s Keyword Planner for keywords that have a high search volume. 

You can also use tools like Semrush to discover which of those keywords are a good option for your ad campaign. Plus, you can use it to discover long-tail keywords, which are phrases with lower search volume that are highly targeted - perfect for reaching customers who are ready to buy. 

3. Writing a copy

Success with Google Ads for contractors requires you to use compelling ad copies. Since this is the first point of contact with users, it can impact whether they click on the ad or ignore it. 

The first step is writing a headline.

Each ad has multiple headlines with a maximum of 30 characters. This is fairly short so you want to be concise while also effectively showing what makes you special. For instance, you can use a headline such as: “Reliable Remodelling Services”.

Your ad copy also needs to showcase your unique selling points, which demonstrate why your business is the best choice. This may include a satisfaction guarantee or same-day service. 

Lastly, an engaging copy also needs to have a powerful call-to-action (CTA). This phrase is simple and serves the purpose of compelling users to take a particular action. 

For example, a CTA could be “Schedule a Free Consultation Now”. It has an action, a benefit, as well as a sense of urgency. 

4. Creating a landing page

When you create a copy with a strong CTA, you also need to design a landing page for the ad. Each ad group should have a dedicated landing page and consistent messaging. 

Write a minimal ad copy and make the entire page simple to navigate. The information should flow logically. If the ad mentions a specific service, the role of the landing page should be simply to provide additional clarification of what was written in the ad.

The design of the page also matters. Feel free to use images that don’t detract from the CTA, which should be the primary focus of the page. For a clean look and easy navigation, use plenty of white spaces. 

5. Setting up ad groups

Each campaign you set up could have various ad groups that help you narrow down your ads around themes and keywords. 

You can structure a campaign around location or services, allowing you to show your ads to the right audience. If you offer remodeling and roofing services, each service should have a separate campaign. Within each of these campaigns, you should establish a group that contains specific customer profiles, services, and keywords. 

For instance, you could break down your remodeling campaign into ad groups for different types of remodeling you offer such as kitchen remodeling, full home remodeling, etc. 

6. Leverage ad extensions

You can improve the visibility of ads by making use of ad extensions. This is additional information you can include in your ad to provide more value. 

Site links, for example, can direct clients to relevant pages on your website. This is very important as potential clients can navigate to specific pages instead of scrolling through your website. 

Similarly, callouts are short bits of information under the main body of the ad that add more value. You can utilize these to provide more details about the service, like 24-hour availability or free consultations.

8. Set up geo-targeting

Using Google Ads for contractors can be extra productive if you make full use of geo-targeting. This allows you to deliver ads to specific areas. 

In other words, if you’re operating in Boca Raton, you can show your ads to users in Boca Raton and surrounding areas only. That way, you can avoid wasting money on individuals who are outside of your range. 

Propel Your Business To Success

Pay-per-click advertising is a tried and tested method of placing your offer in front of customers who are looking for your services. Running these ads is cost-effective and even a small remodeling or builder company can get a maximum return on their investment, regardless of their overall budget.

Paid ads are just one of the aspects of a successful digital marketing strategy. The only downside of relying on them is that leads will eventually dry out when you stop running ads. For best results, you also need to grow your organic reach through SEO, social media, and content marketing.

Considering how much time it takes to just research keywords, you likely don’t have those hours to spare.

Fortunately, you can always hire digital marketing experts at Oamii. 

As a full-service digital marketing agency, we can provide you with everything from mobile-friendly web design and PPC management to content writing and, most importantly, SEO. Working with us allows you to focus on your business while also getting peace of mind that professional marketers are working diligently to generate new business for you and strengthen your brand. 

Propel your business to success - fill out our contact form to schedule a call.