Whether you are a garage door fitter, landscaping gardening firm or kitchen designer, it's a competitive market out there for many home improvement companies.
The good news is that you can level the playing field by using the right PPC strategies. Employing an effective pay per click strategy for your Google Ads campaigns can increase your leads at a much lower cost.
In this article, I share a few of my top tips to help you stay ahead of the competition and make the most of your advertising budget.
My first tip would be to ensure that the keywords you are bidding on show the right ad for the correct search terms.
Sometimes, advertisers will use broad keyword(s) or match types and show their ads for incorrect searches.
For example, let's say you run a double glazing company and you want your advert to show on Google for people looking for "new PVC windows". You add the keyword to your ad group as a broad match keyword.
You see that you get lots of clicks but no conversions (leads). This is where the search terms report in Google Ads can help you.
You see that within the report, the following search terms are triggering your keyword "new PVC windows."
As you can see, the search terms above are not really shouting intent to buy from you, so you can use the search terms report to add negative keywords you do not want to show up for, which will save you money.
Alternatively or as well as the above, you could also change the match type of your keyword to be a bit more specific.
To run an effective Google Ads campaign, you should test multiple ads with different approaches.
You can run them simultaneously to see which ones work best with your audience and your budget.
For example, perhaps you run a loft conversion business and are looking for traffic to send to your website via Google Ads.
You are not sure which message will be the most persuasive to get potential customers to click your ad through to your website, so you could try the following.
You could create ad A which focuses on all the benefits of a loft conversion.
Then create another ad B that focuses on you as a business. For example, you have been in business for over 25 years or have specific accreditations.
You can then run these alongside each other to see which gets the better click-through rate (CTR) and highest number of conversions.
My final tip for home improvement companies would be to test bidding strategies.
You could test out lowering your daily budget and see if it makes sense to do so.
You might find that even though you pay less per click, you get just as many clicks for a lower cost per click.
This can be an effective strategy, especially for those who do not want to spend a fortune on PPC advertising but still want to get their business in front of potential clients.
There is also a selection of automated bidding strategies that Google lets you implement on your account. These range from getting the most clicks to the most conversions, but be mindful that for the bidding strategies to work well, they need to have good data to work from. So make sure you have all your goal conversion tracking in place.
So that's my top 3 tips. There are lots of ways a home improvement company can get the most from their advertising budget with Google Ads, but it does take time and effort.
If you struggle to keep on top of your Google Ads campaigns, you may benefit from my Google Ads Management service. I can take care of everything for you from £350 per month, including optimisation, monthly strategy calls and performance reporting. If that sounds like something you would be interested in, give me a call today or complete the form, and we can have a chat about your online advertising goals