As a home services provider advertising your business on Google, the obvious objective is to appear for as many relevant searches in as many placements as possible. But before we deep-dive into generating leads with pay-per-click (PPC) advertising, we need to appreciate the hierarchy of Google’s search engine results page (SERP).
Coming in at the top of the search results are Local Service Ads, which are one of the newest paid features of Google. Unlike traditional PPC ads, which are cost-per-click (CPC), LSAs are cost-per-lead advertisements and only feature service providers which have been vetted and verified by Google.
Directly below, Google displays paid search ads, which are your typical PPC, click-to-call ads. Between LSAs and PPC, these are two advertising options which offer immediate lead generation for home services companies.
Next, we’ve got our Google Local Map Pack, commonly referred to as the Big 3. This is a Google SERP feature that displaces the top local business locations relevant to a particular search with local intent. If you’re not familiar with local intent, check out our previous blog.
And last but not least are our organic search results as well as some other search queries frequently asked by users. Organic placements are free listings on Google’s search engine that appear because they are deemed relevant to the user’s search query.
One important note is that traditional search engine optimization (SEO) or social media growth are more of a long-term play, often taking a few months to gain traction, whereas PPC advertising offers instant results.
However, as you can see in the examples above, there are multiple opportunities on the first page of Google to have your home services business displayed and get in front of the customers that matter most for your growth.
Think about the keyword phrases your home services company is already bidding on, like “HVAC repair,” “emergency HVAC repair,” “roof leak repair, or even “pool opening company near me” in online advertising campaigns. With search queries like these, users’ intent is to buy right now, and you need to rank above your competitors to capitalize on this opportunity when they need you at that moment. Paid ads are the only way if you’re not already ranking at the top of the SERP organically.
There’s no one-size-fits-all approach to pay-per-click advertising. What works for one company may yield totally different results for a competitor on the other side of the country. What’s great about PPC is that you have the opportunity to implement both manual and automated bidding strategies based on the goals you’re trying to achieve and the budget you’re able to place behind your paid campaigns.
Another supreme benefit of paid Google Ads campaigns, especially for professionals within the home services space such as HVAC companies, Plumbers, Roofers, Electricians, etc., is that you can leverage weather data and seasonality to increase and decrease the budget for particular campaigns and the terms you’re targeting.
For example, during the winter months, HVAC providers will want to allocate more of the paid budget for targeting heater repair and installation services in search, whereas during the dog days of summer you’ll place higher priority on search terms related to air conditioning.
You can even increase your budget during inclimate weather to leverage the surge in demand and generate the search visibility to attract more prospects to your site, drive more conversions, and ultimately increase the number of jobs you’re booking for your technicians out in the field.
One of the most common mistakes our agency sees with PPC management services on Google Ads (formerly Google AdWords) when new clients come to us is that most Google Ads management companies will set up their campaigns and let them run indefinitely, charging fees for months based on a basic paid campaign setup that only took a couple of hours to throw together.
You need to partner with a pay-per-click management company that understands every aspect of your home services business, appreciates your target audience’s wants, needs, and online behaviors, and has the technical expertise to deliver a positive return on your investment via google ads for home services.
Once your customer lands on your website via a paid ad, optimize the landing page with the information the customer wants and needs. You’ll want to be sure to have landing pages dedicated to each campaign and create the best possible on-page experience for site visitors. If they come through from a paid ad relating to heater repair, the page they land on better not be talking about air conditioning.
As one of the nation’s leading PPC services companies, 1SEO Digital Agency prides itself on our experts’ ability to drive instant results with paid search campaigns and advertising strategies for professionals within the home services sector in addition to our full suite of marketing services.
Not sure how your home service ads are performing? Click here to get your free instant PPC audit and start growing your business within your budget with 1SEO Digital Agency!
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