Google Ads can be an effective way for contractors to attract new clients and grow their business. Here’s a comprehensive guide on how to run successful Google Ads campaigns for contractors:
Setting Up Your Google Ads Account
To get started with Google Ads for your contracting business:
1. Create a Google Ads account if you don’t already have one
2. Set a daily budget that fits your marketing goals (typically $150-$900 per month for contractors)[1]
3. Choose “Search” as your campaign type to show text ads in Google search results
Keyword Strategy
Developing an effective keyword strategy is crucial for contractors:
– Focus on service-specific keywords like “roofing contractors near me” or “deck builders”[1]
– Use Google’s Keyword Planner to research popular and relevant keywords in your area
– Include location-based keywords to target local customers
– Create separate ad groups for different services (e.g. roofing, siding, remodeling)
Negative Keywords:
Add competitor names and irrelevant terms as negative keywords to avoid wasting budget on unqualified clicks[3].
— Creating Effective Ads
When crafting your ads:
– Highlight your unique selling points (experience, guarantees, etc.)
– Include a clear call-to-action like “Get a Free Quote”
– Use ad extensions to show additional information like phone number and services
– Create multiple ad variations to test different messaging
— Landing Pages
Direct your ads to optimized landing pages:
– Create separate landing pages for each service
– Ensure the landing page matches the ad’s message and offer
– Include a prominent contact form or phone number
– Optimize for mobile devices
– Keep the design clean and easy to navigate[4]
— Bidding and Budget
For new accounts, start with the “Maximize Clicks” bidding strategy[2]. As you gather data, you can switch to more advanced strategies like “Target CPA” or “Maximize Conversions.”
Set a maximum cost-per-click (CPC) for expensive keywords, especially in competitive industries like roofing or emergency services[2].
— Targeting
– Set your geographic targeting to your service area
– Use audience targeting to reach homeowners or business decision-makers
– Consider dayparting to show ads during business hours or peak search times
— Tracking and Optimization
To improve your campaigns over time:
– Set up conversion tracking for phone calls and form submissions
– Monitor your Quality Score and work to improve it
– Regularly review search terms and add irrelevant queries as negative keywords
– Test different ad copy, landing pages, and bidding strategies
– Adjust bids based on device performance (mobile vs. desktop)
— Retargeting
Implement retargeting campaigns to show ads to previous website visitors, keeping your business top-of-mind[4].
— Budget Considerations
Depending on your services and location, contractor keywords can range from $0.50 to $25 per click [1]. Start with a conservative budget and increase it as you see positive results.
While Google Ads can provide quick results, it’s a short-term solution. Combine it with long-term strategies like SEO for sustainable growth[1].
By following these guidelines and continuously optimizing your campaigns, contractors can effectively use Google Ads to generate leads and grow their business. Consider working with a Google Ads expert if you find managing campaigns too time-consuming or complex.
Citations:
[1] https://johnsonjonesgroup.com/google-ads-for-contractors/
[2] https://www.youtube.com/watch?v=BN_RhUKCeg4
[3] https://www.youtube.com/watch?v=1NcR-jGaf20
[4] https://buildbook.co/blog/complete-guide-google-ads-for-contractors
[5] https://ads.google.com/intl/en_nz/home/
[6] https://www.reddit.com/r/PPC/
[7] https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
[8] https://support.google.com/google-ads/answer/6167122?hl=en
Authors side note
Google Ads, over the years, has become more and more complicated. The platform has settings designed to make you spend more money. The goal is to get you to spend more, not necessarily to generate more leads for your business.
There are several key points within the setup where it’s easy to get tricked, even for professionals. Many times, people have started Google Ads businesses without knowing these points. They may simply be freelancers who have never been in the trenches, don’t understand your business, and don’t fully grasp Google Ads from a professional standpoint.
Your business deserves the best, and you want those highly qualified leads that are going to turn into contracting jobs and eventually into repeat business. That’s a key element within Google Ads. Once upon a time, it was really simple, but not anymore.
So, check out the case study at https://www.theprofitbridge.com/case-study-test