Generally, contractors specialize in their trade and don’t understand how Google works. Small business owners, especially contractors, find Google Ads overwhelming as it’s not what they specialize in.
It’s common for contractors to ignore their business and marketing needs while focusing solely on their projects. Of course, projects are your bread and butter, but you also have to focus on expanding your business.
That is why you should hire a Google Ads expert to get your business found on top of Google and makes people interested in your business. This article will explain how to use Google Ads for contractors.
Introducing Google Ads for Contractors
Ultimately, Google Ads is a tool that promotes your website to the top of Google’s search results. Pay-per-click means the more you bid per click, the higher your website appears in search results.
Additionally, Google Ads has a host of fantastic free tools to improve campaign results. If a potential customer clicks on your Google ad, they are immediately redirected to your website, or more specifically, to your landing page.
As a contractor, you can set a daily budget that Google will not exceed when you create your Google Ads account. As your spending increases, your website traffic will increase!
Contractors’ Keyword Strategies & Google Ads Plans
The term “keyword” in Google search refers to a word/phrase entered into the search bar. Here are a few examples of contractor keywords:
- Roofing contractors near me
- General contractor for hire
- Concrete contractors near me
- Deck builders
- Electrical contractors
If you’re planning a Google Ads for contractors, you must consider the intent of your customers.
Then, try to think about what you would search for on Google if you were looking to hire a contractor with specialization in your service. After that, add these keywords to your keyword plan.
When developing your PPC strategy, creating a keyword plan is an essential step.
Actually, the keyword rankings tell you the viability, price, and number of searches of each keyword. Google Keyword Planner is an excellent tool for this purpose.
Creating Contractor Landing Pages
It’s important that people visit the “landing pages” created specifically for these ads and not the home page.
In searching for “fencing contractor near me,” “local house painters,” or some other specific contractor service, people want to see that exact service offered right in front of them.
If you direct Google ads traffic directly to your landing pages where customers can book your services, you increase the chances of a sale. Ideally, you should create landing pages for each service you wish to advertise.
The design of each landing page should guide the customer toward a specific call to action (CTA) and follow a certain sales funnel.
Call-to-action is the key to getting these potential customers to work with you. Actually, this helps you track the progress and ROI of the campaign. Getting a free estimate is the fastest way to secure a new customer.
It helps communicate the details & specifics of the project while securing the contact information of a person who might need your service.
It might also be effective to contact a contractor directly. In these cases, we could use “get started,” “contact us,” or “call now.”
Creating a Contractor Google Ads Campaign
You can create a contractor Google Ads account for free. After you set up your contractor account, we’ll first focus on building our first campaign.
The following steps will guide you through creating a Google Ads campaign.
1. Campaign goals
After creating a campaign, the first step is to choose the type of campaign you wish to run, and you have two options: Search or Display.
2. Search Network Campaigns vs. Display Network Campaigns
During search campaigns, your ads appear on Google search results whereas, during display campaigns, your ads appear alongside video content on Youtube, product blogs, and online shopping carts.
3. Locations & Budgets
As soon as you’ve created your first campaign, you’ll need to think about two important questions:
- Where do you wish to advertise?
- What is your daily budget?
In each campaign, you can set both the location settings as well as the daily budget. Location settings define where your ads will appear, and daily budgets define how much you’ll spend each day on that campaign.
For contractors, jobs typically come from regional areas and not national ones. Job offers that take you across the country tend to not work out.
Local jobs are usually the target. The location breakdown illustrates how much money you spend on keywords in total per day.
4. Keyword Bidding
It is possible to bid for that traffic through your Google ads account. For each keyword, Google awards traffic to the highest bidder. As the bidder, you can decide the amount you want to spend for each keyword per click.
Additionally, Google offers various bidding strategies. You can set a maximum bid per keyword there.
Generating Contractor Ad Groups
As you know, an Ad Group is a collection of customized keywords within a given campaign.
Within each of these groups, there are a collection of keywords associated with each and a collection of actual advertisements associated with each.
Writing the Contractor Google Ads Themselves
However, creating a Google ads account for contractors tends to be the most subjective aspect. As long as you include your SKAG keywords in your ads, and you have a CTA to go along with it, you might be able to be successful.
For each Google ad group you create, you should create two nearly identical ads – but with a small difference between them. With this model, you can tell which ad variation works best for you.
Ready, Set, Go
As you now know some of the basics, it’s time to get started. So, create your Google Ads account and go ahead. Google ads provide a step-by-step guide to help you get up and running quickly. In addition, they also offer additional help documentation if necessary.
Furthermore, you may wish to hire an advertising agency or digital advertising consultant to set up and manage your Google Ads account.
Initially, you’ll have to pay for their services, but their expertise will prove invaluable in the near future.
After Your Google Ads Are Active
After you set up your Google Ads account, you should monitor your results.
- Are people clicking on your ads?
- Once they do, are they contacting you and asking for a quote?
With Google reporting, you can get answers to these questions and more.
Once your ads have run a few months, you’ll notice some keywords are performing better than others. When you see this, you can bid less or pause the keywords and ads that aren’t doing well and increase the bids on those that are.
Further on, you can also try out new keywords and text ads. Find additional keywords that are similar to the ones that are already performing well for you.
In conclusion, investing in Google Ads for contractors today will yield rewards for your company for years to come.
Therefore, take the time today to get started on a successful Google Ads campaign for your company.
For any help with your Google ads management, contact me any time and I am always happy to help you : )