Google Ads are an important part of any internet marketing strategy, especially for Plumbing or HVAC Contractors. Customers needing emergency repairs, who can be very profitable customers, will often be attracted by the ads at the top of Google search results.
Here are five tips for getting the most out of your Google ads budget.
- Bid on keywords that convert.
It’s easy to find keywords that attract clicks on the associated ads. But clicks don’t have any value unless the people clicking become customers. Figuring out which keywords lead to customers requires analyzing a lot of data, which is usually beyond the capabilities of any contractor trying to manage their own ads. If your agency is not managing very many Google Ads accounts in your industry, they may not be seeing enough data to learn which keywords will lead to customers. Especially if you are their first customer in your industry, they will be learning on your nickel.
- Adjust keywords and bids frequently.
“Set it and forget it” might work for some kitchen appliances, but it is not a good way to manage Google Ads accounts. To ensure your money is well spent, your bids have to be adjusted frequently based on the results your ads are getting. A well-run Google ads account for Plumbing or HVAC Contractors will typically require more than 100 bid adjustments a month, will bid on over 250 keywords, and will include over 1,000 excluded keywords. To adjust your bids, you need to consider how competitive (and therefore expensive) the bidding is for specific keywords at various times and days of the week. You may also need to change your ads to respond to changes made by any of your major competitors.
- Drive traffic to a custom landing page rather than a generic page like your home page.
If your ads are sending people to your home page, you will be missing a lot of customers. Studies show that people clicking on an ad are up to 3 times more likely to turn into customers if they are sent to a landing page customized to work with your ad. Your ad should focus on a reason for people to come to your site. Some people may prioritize faster service while others may be looking for a lower price. Your landing page should match your ad so that the landing page is the most effective for people who click on that ad.
- Make sure your ads are not shown outside your service area.
You can define the geographic areas in which your ad will be displayed. Being too generous with the target area is a sure way to waste money. If the campaign includes areas outside your service area, you are paying to display ads to people who will never become customers.
- Match the hours that the ad will display to your service hours.
If you don’t offer service during certain times of the day or days of the week, your ads should not be displayed during those times. If you offer only emergency service during certain times, the ads displayed during those hours should be designed to catch the attention of people who need emergency service.
These five tips will help you get the most return from the money you spend on Google Ads.
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