Pay Per Click (PPC) advertising for plumbers can be a challenge because of the many…
Google Ads advertising for roofers and roofing companies is the most effective way to reach potential customers online. That’s because unlike other forms of advertising, it is one of the only ways to target people who are actively searching for roofers.
And this means you only pay for performance in the form of clicks or conversions and is very efficient.
Getting started with Google Ads is easy. First you’ll need to create an account at ads.google.com and then follow the instructions there to set up a basic Smart campaign.
However, you’ll benefit from setting up a full Search campaign by changing to the advanced mode. And in this article I list the steps to help you set up your campaign.
First, you’ll choose the Google Ads objective for your campaign. For roofers that means choosing a Leads objective or goal at this stage of the campaign and then using the features that are available.
There are other objectives to choose from, but because you’re focused on targeting people that are searching for a roofer, the Leads objective is the best.
And then you can follow the best steps to set up your Search campaign.
Next, you’ll choose the campaign type that is most relevant for you. And as mentioned above, the best Google Ads campaign type for roofers is a Search campaign. That’s because you will target people that are searching for your roofing solutions on Google and its partner websites.
There are also other campaign types to consider like Local, which is more basic but also helps to target your local customers.
Also, setting up a Remarketing campaign will help you to retarget people that have been on your website before but did not convert. This helps to remind them of your business and leads to an increase in enquiries and leads.
Setting the right Google Ads budget for roofers is important because it helps to determine the amount of traffic that you will receive. And that has a big factor in the number of enquires and leads that will be received by your business.
It’s ok to start with a test budget to see what returns you’ll get first. The locations you’re in also determine your budget because some are more competitive than others. So, doing some keyword research for your locations will show you how competitive your keywords are.
For many roofers, a good budget to start with is about $800 or £500 for the first month. And then as performance improves you can increase it to get more clicks and conversions.
Your objective, campaign type and budget determine the bid strategy that you will use. And you will have both automated and manual bid strategies to choose from, with each serving a different purpose.
Because this is a new campaign, you’ll be best served with an automated bid strategy like Maximise Clicks. This bid strategy focuses on getting you as many clicks as possible for your budget.
And you can test other bid strategies later as you manage your campaign. A good place to get some suggestions is in your Recommendations page which shows you if it’s time to change to another bid strategy.
Bidding on roofing keywords in your locations can be competitive so this needs to be approached carefully to ensure you don’t waste your budget. First of all make sure you carry out keyword research with the Keyword Planner tool in your Google Ads account.
This tool will help you find all the keywords that you need to get started. And you’ll be able to see what you’re likely to spend per click based on the level of competition.
And if you want you can group all the keywords you’ve found into a plan and then do some forecasting to see how much you’re likely to spend per month.
Also, start with phrase match and exact match keywords only. This will ensure you target closely related searches while you build your negative keyword list. Later you can add broad match keywords to increase search volumes and target some other long tail searches.
This is an example of a keyword in phrase and exact match type formats:
“london roofer” – phrase match type keyword
[london roofer] – exact match type keyword
Google Ads adverts for roofers should be well written and targeted to the searches that are triggering the ads. This helps to ensure that a high click through rate is achieved and that your conversion rates help to make your campaign profitable.
And adding Responsive search ads will ensure that searchers see the most relevant text for their searches. That’s because Responsive ads provide you with 15 headlines and four description lines to promote your services with the best benefits.
The best Google Ads ad schedule for roofers is to run the ads on all days and hours. That’s because people search at all times including weekends and evenings and you want to be able to reach them whenever they are searching.
However, it’s a good idea to monitor your Time reports to see which are your best performing days and hours. You will be able to see when you are getting the most activity and which times have the best conversion rates. And then you can change your Ad schedule if you want to focus on the best performing times.
Where your ads appear
There are a number of places where your ads could appear depending on your selections. First, because you’ll be running a Search campaign, your ads will appear on Google and that will be when people use the keywords you’ve chosen.
Also, if you opt into Search partners your ads will appear on hundreds of sites that use the Google browser tools. And your ads will also appear on Google properties like YouTube and Maps when people search.
I would not recommend selecting the Display network because that is a different type of platform. You won’t be targeting people that are searching for a roofer with the Display network and that could waste your budget.
Get in Touch
I have many years experience setting up and managing Google Ads campaigns for roofers. And I’d be happy to help you set up and manage your campaigns. Use the form below to contact me to discuss.