While ads can be expensive, they are also a guaranteed way of generating highly targeted traffic and leads, unlike generating business using social media or SEO which can take months of consistent work to really gain momentum.
Another great reason to get acquainted with Google Ads is that it gives you an instant source of new business that can be scaled up or down depending on what's happening in your business.
Unlike many traditional forms of advertising like newspapers or billboards, Google Ads can be extremely specific and the results are highly measurable, meaning you can run ads for exactly the types of services and in areas you want to target based on your profitability and availability of installers.
Before we get into the nut and bolts of how to set up a Google Ad campaign, take some time to think about the following:
Google ads can be expensive so you need to consider which roofing services you want to target. Often the most profitable phrases like 'colorbond roof installation' are also the most expensive and competitive, so it may be a good idea to look at other services you offer which may be cheaper such as 'gutter repair' or 'roof leak repair' but eventually lead to higher ticket services.
On average, Google ads for home and garden businesses convert at around 4%, which means you'll need to pay for approximately 20 or so clicks before booking a job.
Some quick math can help you work out whether its worthwhile paying for ads for a particular service:
Average profit (eg. Guttering project) - (average cost per click / 4%) = profit after ad spend.
Every area is different and many factors play into what the cost per click and conversion rate will be, so you'll need to adjust these numbers as you learn more about your campaign. However, this should give you a quick test to work out which services and areas are best to target first.
You should also factor in the other benefits of doing more work such as additional word of mouth business, drive by business generated while on the job, benefit of additional positive reviews and keeping your team busy during slow times.
Google allows you to display your ads using many different variables such as time of day, demographic and area. As a rule, you want to spend the most where you are strongest, have the least competition and are happy to service first.
Targeting areas where the work is more profitable, such as where houses are larger or the people more affluent, will often attract a higher cost per click so use your experience working in these areas to work out whether it's feasible.
If you're generating leads for 'colorbond roof installation' it makes sense to send your prospects to the page on your website that specifically deals with how your company installs a colorbond roof, why they should use you and offers them an easy way to book an inspection or call.
Sending this highly targeted traffic to a generic landing page can confuse the customer and lower your conversion rate.
This is why whenever possible, do your best to send the people clicking on your ads to a landing page that deals directly with the service they've shown interest in.
Google Ads Smart Mode is a great way to get your business showing to users searching specifically for keywords that you want to be found for.
Smart Mode allows anyone with absolutely no experience in running Ads to quickly and effectively get your business in front of prospects.
Thanks for reading! If you have any questions or would like to discuss how our digital marketing strategy just for Roofers can benefit your business, schedule a free call with us here.
Use the buttons below to jump to Chapter 3 where we get into the next key component in an effective Roofing marketing strategy - Generating leads on Facebook.
