It can be extremely difficult for service-based businesses to generating consistent, high-quality leads online.
Whether you’re in roofing, drywalling, pest control, or landscaping, standing out and getting the attention of new customers is no easy task. Many businesses rely solely on organic traffic hoping that prospects will find their business from a timely Google search, but search engine optimization is a marketing strategy that requires a long time to generate consistent leads.
However, most businesses need leads now! Waiting months for an SEO campaign to bring in new business just isn’t a viable option for everyone.
Whether you are a new business or looking to grow your existing business Google Ads is a powerful tool that you can use to reach your target audience at the exact moment they’re searching for the services your business offers.
In this guide, we’ll break down the importance of Google Ads for service-based businesses and show you how to run a successful search engine marketing (SEM) campaign. By the end, you’ll understand how to optimize your advertising efforts for maximum return on investment (ROI). Plus, we’ll introduce a 16-step audit process designed to help you identify and fix gaps in your current ad strategy.
Why Google Ads Matter for Service-Based Businesses
Immediate Visibility
Google Ads put your business at the top of search engine results pages, ensuring potential customers see your services first. For time-sensitive needs like pest control or emergency roofing repairs, this immediate visibility can be the difference between a customer choosing you or your competitor.
Having your business’ website appear at the top of the results page on Google is important because most people never navigate to the second page of results. So, if you’re not on the first page, your business basically doesn’t even exist.
Targeting the Right Audience
Google Ads allow you to zero in on your ideal customers. Whether it’s targeting by location, search intent, or demographics, you can ensure your ads reach those who are most likely to convert into paying customers.
Search engine marketing is also different from social media marketing in that people who see ads on Google are already looking for what you are selling. On the other hand, ads that pop up on Instagram or Facebook are usually seen as an interruption to the entertainment that a user was looking for on social media.
High ROI
When set up and managed effectively, Google Ads campaigns can deliver a significant ROI. For service-based businesses, every click has the potential to turn into long-term customers that provide referrals when you provide your excellent services.
SEM is a type of “Pay Per Click” advertising. This means that instead of paying for your ad’s impressions, you are charge only when users click on your ads. You can calculate the exact return on your advertising investment by seeing how many clicks you need to get on your ad for each lead or customer your ad creates.
Staying Ahead of Competitors
With more service businesses investing in digital advertising, it’s crucial to stay competitive. A well-optimized Google Ads campaign helps you capture leads that might otherwise go to your competitors.
If your competition is showing up at the top of Google, then you need to be there, too!
The 4 Pillars of a Successful Google Ads Campaign
To run an effective Google Ads campaign, you need a clear strategy that covers all aspects of your ad funnel.
To get the most our of your marketing efforts, there are 16 key points that you should focus on optimizing across four major areas.
The next section of this article will walk you through them.
Note: This is the same checklist we bring our clients through when we build personalized advertising strategies for them.
1. The Journey
Your marketing funnel should guide potential customers seamlessly from discovery to conversion. Key components include:
- Landing Pages: Ensure your landing pages are optimized for speed, mobile-friendliness, and relevance to the ad.
- Contact Forms: Keep forms short and straightforward, capturing only essential information.
- Call-to-Actions (CTAs): Use clear, actionable CTAs like “Get a Free Quote” or “Schedule a Service Today.”
- Thank-You Pages: Acknowledge the customer’s action, provide next steps, and offers another opportunity to instill confidence in your potential customer.
2. The Data
Accurate tracking and performance analysis are critical for success. Key considerations include:
- Pixel Setup: Properly configure tracking pixels to capture valuable user data.
- UTM Management: Use UTM parameters to track campaign performance in detail.
- Reporting Processes: Regularly review key metrics like click-through rates (CTR), cost-per-click (CPC), Conversion-rate and cost-per-conversions.
- Benchmarking: Compare your performance to industry standards to identify areas for improvement.
3. The Setup
A well-structured campaign is the foundation of success. Steps include:
- Account Setup: Organize your account into clear campaigns and ad groups.
- Ad Copy Relevance: Write compelling ad copy that aligns with the keywords you’re targeting.
- Keywords & Targeting: Focus on high-intent keywords and exclude irrelevant ones with negative keywords.
- Conversion Goals: Define specific goals, such as form submissions or phone calls, and track them closely.
4. The Close
Turning leads into customers requires effective follow-up strategies, including:
- Email Automation: Nurture leads with automated follow-up emails.
- Time-to-Call: Respond to inquiries quickly to increase your chances of conversion.
- Ratings & Reviews: Encourage satisfied customers to leave reviews to build trust and credibility.
- Retargeting: Re-engage users who didn’t convert on their first visit.
Common Mistakes to Avoid in Google Ads
Even the best campaigns can fall short if common mistakes aren’t addressed. Avoid these pitfalls:
- Poor Keyword Selection: Use keyword research tools to avoid irrelevant or overly broad keywords.
- Neglecting Negative Keywords: Exclude keywords that don’t align with your business goals.
- Ignoring Ad Extensions: Leverage callouts, sitelinks, and structured snippets to provide more information.
- Not Optimizing for Mobile: Ensure your ads and landing pages are mobile-friendly.
- Failing to Adjust Campaigns: Regularly analyze performance and make adjustments to improve results.
- Relevant Targeting: Targeting the right locations, demographics, devices and even platforms can reduce wasted spend and improve performance.
How to Get Started (or Improve) Your Campaigns
Ready to take your Google Ads to the next level? Start with a free audit from Playbook Digital. Our analysis covers 16 critical areas of your ad strategy to identify blind spots and growth opportunities. From keyword selection to follow-up processes, we’ll provide you with a step-by-step action plan tailored to your business.
Here’s how we can help:
- Diagnose your current ad performance and pinpoint inefficiencies.
- Create a tailored growth plan specific to your business and industry.
- Optimize your campaigns for maximum lead generation and ROI.
Conclusion
Google Ads is a powerful tool for service-based businesses looking to generate leads and grow their customer base. By focusing on the right strategies and avoiding common pitfalls, you can create campaigns that deliver measurable results. And with the help of our free audit, you can ensure your advertising efforts are optimized for success.
Don’t leave your leads to chance. Schedule your free Google Ads audit today!
