To drive growth and capture more leads for your contracting business, a well-executed pay-per-click (PPC) campaign is essential. PPC allows you to place ads at the top of search results, but crafting a campaign that truly stands out requires more than just setting up ads. Below are eight proven strategies to refine your PPC efforts and maximize their impact.
1. Target Branded Keywords
When setting up your PPC campaign, focus on branded keywords that include your company name or specific terms unique to your business. For example, if your contracting company is named “Smith Construction,” you should target keywords like “Smith Construction remodeling” or “Smith Construction general contractor.” These branded keywords ensure your ads appear to individuals who are already searching for your business by name, which can lead to higher conversion rates. People who search for your brand are already familiar with or have heard about your services, making them more likely to convert into customers.
2. Utilize Negative Keywords
In addition to targeting the right keywords, you should also use negative keywords to filter out irrelevant traffic. Negative keywords prevent your ads from showing up for searches that are unrelated to your services. For instance, if you focus on residential contracting, but your ads are being triggered by searches related to commercial construction, add “commercial” as a negative keyword. This ensures that your budget is spent on attracting the right audience, reducing wasted clicks, and improving your overall ROI.
3. Create Custom Audiences
Google Ads allows you to refine your audience targeting with custom audiences. You can segment your audience based on various demographics such as age, gender, occupation, and location. For instance, if your target market primarily consists of homeowners aged 30-60 in your service area, you can create a custom audience that matches these criteria. This targeted approach ensures that your ads are shown to users who are more likely to need and use your contracting services, increasing the efficiency of your campaign.
4. Use Display Ads
While search ads are a powerful tool, display ads offer additional opportunities to reach potential clients. Display ads appear on websites within the Google Display Network, enabling you to showcase your services to users who may not be actively searching for contractors but are browsing related content. For example, you can place your ads on home improvement blogs or real estate websites. Display ads can help you build brand awareness and capture the attention of users who might need your services in the future.
5. Harness Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA) enable you to target users who have previously visited your website. By using RLSA, you can specifically tailor your ads to individuals who have already shown an interest in your services but may not have converted on their first visit. For instance, if someone visited your site looking for home renovation services but didn’t request a quote, you can retarget them with tailored ads offering a special promotion or highlighting customer testimonials to encourage them to come back and complete their inquiry.
6. Implement Ad Extensions
Ad extensions enhance your PPC ads by providing additional information and making them more engaging. Google Ads offers several types of extensions, such as call extensions (which add your phone number), location extensions (which display your business address), and sitelink extensions (which link to specific pages on your website). For a contracting business, extensions like these can be particularly valuable. For example, call extensions make it easy for potential clients to reach you directly, while location extensions help users find your office or service area quickly.
7. Monitor Competitors
Understanding your competitors’ PPC strategies can give you valuable insights and help you stay ahead. Analyze their ads to see what keywords they are targeting, the ad copy they are using, and their bidding strategies. This information can inform your own campaign, allowing you to identify opportunities for differentiation. For example, if you notice that your competitors are not targeting certain high-intent keywords or are missing key ad extensions, you can capitalize on these gaps to improve your own ad performance.
8. Continuously Monitor and Optimize
PPC campaigns require ongoing management to maintain their effectiveness. Regularly review your campaign metrics, such as click-through rate (CTR), conversion rate, and cost per conversion, to assess performance. Use this data to make informed adjustments, such as refining your ad copy, adjusting bids, or reallocating your budget to better-performing keywords. Continuous monitoring and optimization ensure that your PPC campaign remains aligned with your business goals and continues to drive quality leads over time.