Running a PPC campaign for your roofing company can be difficult. There are so many things to consider, and if you're not careful, you can quickly blow through your advertising budget with little to show for it.
Hi, there! I am Fahad, a roofer marketing expert, and today, we will discuss 7 tips that will help you run a successful PPC campaign for your roofing business. Following these tips will help you save money on your advertising budget and generate more leads and conversions for your roofing business!
Also, see what Social Gravity can do for your PPC campaign's success here.
1. Individual Campaign for Each Service
It's hard to know how to create a successful PPC campaign that will generate leads for your business. You could spend hours poring over Google AdWords tutorials and still not have a clear idea of where to start.
Even if you manage to create a campaign, it can be difficult to track its success and make changes as needed. And what about those services that don't offer a lead form? How can you generate leads from them?
Creating individual PPC campaigns for each service is the answer. This way, you can target each campaign specifically to the service you're offering, use lead forms where they're available, and track the results so you can make changes as needed.
For example, we launched separate PPC campaigns for HP Roofing's metal roofing and commercial roofing services. This allowed us to track how each campaign was performing, and we were able to make changes as needed.
To read the complete case study on HP Roofing, click here.
2. Dedicated Landing Pages for Every Ad Group
When creating a new ad group, you should also create a dedicated landing page. Each ad group should be sending traffic to dedicated landing pages on your website & NOT the homepage. This will help you track conversions and ROI more accurately, and it will also help improve your click-through rate (CTR).
To create a dedicated landing page for an ad group, you must create a landing page template. This can be a simple HTML page with minimal design elements. Once you have made the template, you can create a new landing page for each ad group.
The process of creating dedicated landing pages for each of your ad groups may seem like a lot of work, but it is definitely worth the effort.
3. Bid on Keywords Relevant to Your Business
When choosing keywords for your PPC campaign, it's important to target relevant terms relevant to your business. This will help you to ensure that your ads are being shown to people who are interested in what you have to offer.
There are several different ways to find relevant keywords for your business. You can use Google's Keyword Planner tool or use a tool like semrush.com to find keywords that your competitors are targeting. You can also use Google search results to get ideas for keywords.
Once you have a list of keywords, you'll need to decide which ones to target in your campaign. You'll want to choose a mix of short-tail and long-tail keywords, as well as some that are more general and less specific.
The most important thing is to choose terms that will be relevant to your business. If you're trying to sell shoes, for example, then it wouldn't make sense for you to target the term "shoe sale." Instead, try targeting "running shoes" or "athletic footwear."
Bonus: When setting up your PPC campaign, it's essential to use the right keyword match. Phrase match keywords are an excellent option for businesses targeting specific phrases. With phrase match keywords, your ads will only be shown when someone searches for that particular phrase, and the words in the words must be in the exact order that you've specified.
This can be a great way to target people who are already interested in what you have to offer. It can also help you avoid showing your ad to people who are not interested in what you have to sell, saving your investment from getting wasted.
4. Use Negative Keywords to Weed Out Unqualified Leads
When running a PPC campaign, it's important to use negative keywords to avoid getting irrelevant traffic. This will help you focus your efforts on leads that are actually interested in what you have to offer.
For example, when running a PPC campaign for roofing in Dublin, it's important to use negative keywords like "Roofers Cork" to avoid getting irrelevant traffic.
Look at your search engine analytics if you're not sure which keywords to use as negative keywords. This will give you a good idea of the terms driving traffic to your site. You can then use these terms as negative keywords in your campaign.
5. Create compelling ads that stand out from the competition
If you want your ad campaign to succeed, you need to create effective advertisements that stand out from the competition. To do that, you need to know what makes your business unique and showcase that in your ads. Once you know what makes your product unique, you can highlight those features in your advertising.
You also need to be creative and think outside the box since boring or standard ads are unlikely to get attention.
So if you're looking to create successful ads, make sure you put a lot of thought into them and make them stand out. It may take a bit of experimentation, but it will be worth it in the end.
6. Implement Ad-Extensions
There is a good reason for PPC managers to take ad extensions seriously: they can significantly boost an ad's click-through rate (CTR). In one study, Google found that adding a new extensions increased CTR by 10-15%.
One reason for this is that extension formats like call buttons, location information, links to specific parts of your website, additional text, and more provide more details to potential customers. This gives them more reasons to choose your business, leading to more clicks and conversions. Additionally, using the proper extension formats can help you target specific customers and reach your desired audience.
If you're looking to improve your PPC campaigns, be sure to use ad extensions. They can help you achieve better results and drive more traffic to your website.
7. Track Results to Optimize Your Campaigns
One of the most important aspects of a PPC campaign is tracking results to optimize campaigns and get the best possible ROI. Without conversion tracking, you have no way of knowing how well your campaigns are performing or what improvements can be made.
Conversion tracking is the process of tracking how many people who see your PPC ads end up converting, whether that's by clicking through to your website, submitting a lead form, or making a purchase.
Depending on what platform you're using, there are a few different ways to set up conversion tracking. For example, if you're using Google AdWords, you will set up conversion tracking by creating a conversion action.
To do this, go to the Tools tab in your Google AdWords dashboard and select Conversions under Measurement. Then, click the blue + Conversion button to set up a new conversion action on your website.
Once you've created a conversion action, you'll be given some code that you need to add to your website. For PPC tracking to work correctly, this code needs to be added to all the pages on your website where conversions are taking place.
If you need help with Google Ads for your roofing company, give us a call for a free audit of your existing ad campaign and get a new campaign set up.
Frequently Asked Questions
PPC campaigns offer an effective way to quickly reach potential customers who are actively searching for roofing services. By strategically targeting keywords and phrases related to your business, PPC can drive high-quality leads and improve the visibility of your roofing company.
CTR varies based on several factors, including your industry, the quality of your ads, and the relevancy of your keywords. Generally, a good CTR for the home services industry, which includes roofing, falls between 3-5%.
Enhancing your ad copy, improving your landing page, and using call-to-action phrases can help boost conversion rates. Also, you may consider using ad extensions to provide additional information and make your ads more compelling.
Yes, PPC platforms like Google Ads allow you to target specific geographic locations. This is particularly useful for roofing companies that serve specific cities or regions.
Budgets can vary widely depending on your objectives, the size of your market, and the competitiveness of your keywords. As a starting point, allocate enough budget to gain insights into what's working and what needs to be adjusted.
Using tracking tools like Google Analytics, you can monitor metrics such as click-through rates, conversion rates, and return on ad spend (ROAS). These metrics can provide valuable insights into the performance of your PPC campaigns and help you make data-driven decisions.