Service providers that come to you Pay-per-click advertising (PPC) is a powerful marketing tool for attracting new clients and out-competing your rivals.
Suppose your website has a low level of visitors. Doing an internet search for home service contractors in your region does not guarantee that you will be inundated with leads.
Instead, generating a steady stream of visitors to your website requires a concentrated effort – as well as targeted advertising.
PPC for home services is a great strategy to get new customers and boost brand recognition in your local market.
However, getting started without wasting a lot of time and effort might be challenging.
What is PPC?
Pay-per-click marketing is a great technique to get the word out about a company’s brand in a certain industry. As a result, it’s effective since you’re reaching individuals who are already interested in your goods or services.
You’ll be charged a fee whenever someone clicks on your ad in this model. Unless someone clicks on one of your links, you will not be charged.
There are two methods for people to find your home services contractors website: organically or via sponsored advertising. Earned traffic includes social media hits, blog articles, organic search results, and referrals from friends.
Pay-per-click (PPC) advertising or banner adverts on a website may both generate paid traffic. Pay-per-click search engine advertising are becoming more crucial as the competition heats up.
Why is Home Services PPC Important?
If you want your company to appear on the first page of Google’s organic search results, it requires time and work. Any Google search results page will show you a hierarchy of results based on the order in which you entered your search query.
- Local service ads
- PPC (paid) advertising
- Local services listings and
- Organic search results.
- PPC for HVAC contractors example search result
It’s much easier to shorten the lengthy list for driving organic traffic to your website and enhance your company’s visibility when you deal with a search engine advertising firm that knows exactly what they’re doing.
As long as you give excellent service and solid content on your website, your brand will naturally develop more momentum organically over time.
PPC advertising, on the other hand, may cut down on the time it takes to get clients dramatically.
Like in golf, you have a long game and a short game. Both are important and have a specific function.
It’s less productive to put all your energy on one thing than to split it evenly between two things.
PPC Targets Buyers
When people seek for home services, they usually have a particular need in mind, such as installing a trash disposal or fixing a breaker box.
According to SearchEngineLand.com, mobile phones are used by most people to look for local services.
On a desktop computer or even a tablet, these kinds of searches and outcomes would be very different.
Mobile phone users also have a higher intent to buy, which means they’re seeking for something they really want or need rather than simply casually wandering around Google for no particular reason.
Buyers have a significantly better experience with PPC advertising, and your firm is more likely to be contacted as a result.
PPC is Flexible and Scalable
Advertising in newspapers is rapidly fading in relevance, but why? Maybe it’s because you can’t determine whether an ad is working or not until after it’s gone to print, and then you can’t make any adjustments.
Home services PPC, on the other hand, is quite different from newspaper advertisements.
Once your ad has gone live, pay-per-click advertising offers you with quick analytics, is adaptable so you can make adjustments as needed, and can be scaled depending on your budget and the volume of business you do.
If an advertisement isn’t working, change it! Your advertising might be put on hold if your operations staff is unexpectedly swamped with work, so they have enough time to properly handle leads or complete orders.
Many characteristics may be altered, such as your service area, the reach of your advertising, your budget, and many more.
Play with the Big Dogs
For small home service providers, digital marketing and promotion level the playing field dramatically, enabling smaller rivals to have a presence alongside bigger ones.
As a result of PPC advertising, it’s difficult to gauge the amount of your company’s online presence.
It doesn’t matter how little your company is as long as your website is well-maintained and your landing page is effective.
Landing Pages are Critical
Unfortunately, creating a terrific PPC ad isn’t enough. You need a terrific landing page to sell prospects on your capacity to deliver if you want to convert the leads you get from search advertising.
Prospects who click on your PPC ad and get on the homepage of your home services website are unlikely to become customers.
An example of a landing page for a PPC campaign targeting HVAC contractors
A personalized landing page provides and information that entices visitors to contact you and begin utilizing your service in a manner that is appealing to them. The majority of clients in the home services market are prepared to buy, even if some are just doing some comparison shopping to see what’s out there.
As a result, it’s imperative that your landing page’s call to action be crystal obvious and consistent across the board.
This may be anything from a simple phone number and email address to a more involved form that requires the prospect to fill out their contact information.
It’s important to keep landing pages simple and clutter-free from a conversion rate optimization standpoint, with just the most essential information on them.
Flexible Bidding Practices
When using pay-per-click (PPC) advertising, you won’t have to worry about sticking to a strict budget for your advertising. Make a decision based on when your company is the busiest.
You may adjust your advertising budget and keywords as needed to increase traffic. As a result, you’ll be able to bid more aggressively when demand is high.
You also save money by not running heating tune-up advertising in the height of summer. Key Performance Indicators, often known as KPIs, are metrics that show whether or not your adverts have been effective in bringing customers to your site.
Power of Negative Keywords
Excluding certain terms from search advertising might assist guarantee that you only bid on the PPC keywords for home services that you want.
Is it probable that someone looking for “cheap air conditioner repair” would become a loyal client who pays on time and in full? That is why you may want to include the term “cheap” to your list of possible negative keywords for your advertising. Pay-per-click (PPC) advertising is similar to bidding in that you pay only when someone clicks on your ad.
Your money has been lost on an opportunity if they click on your ad and don’t make a purchase or find what they’re searching for. Ad groups with negative keywords can help you prevent this.
There are a number of tools available to help you plot keywords that won’t result in a sale, but they will take some time and effort. Consider what keywords customers are presently searching for in order to find your goods and services and eliminate those that aren’t applicable.
Picking Great Keywords
Selecting the correct keywords and customizing your message to match what people are searching for online are critical to the success of PPC advertising. Are you trying to come up with keywords but don’t know where to begin?
Using Neil Patel’s “UberSuggest,” you may get a head start on thinking about the precise phrases individuals use while searching online. Many resources are available to assist you in your quest for internet advertising success, including this no-cost guide.
Without some expert direction, putting together the jigsaw of PPC advertising for home service companies may be a pricey endeavor. SagaReach Marketing may assist you in defining your objectives precisely, refining your keyword strategy, and fine-tuning your landing pages.