STRATEGY

Home Services PPC Strategies Your Competitors Beg For

Home services PPC advertising may be one of the most important marketing tactics available to gain new customers, and beat out your competition.

What happens if your website traffic is low? Just because you build a website doesn’t mean you’ll be overloaded with prospects who are looking for home services contractors in your area.

Instead, it takes a concerted effort — and targeted advertising — before you’re able to generate a consistent flow of traffic to your website.

Home services PPC is one of the best ways to generate leads and raise awareness of your business in local markets.

However, it can be difficult to know how to get started without a lot of wasted time and effort.

What is PPC?

Pay-per-click advertising is one of the best ways to raise awareness of a brand in a particular business. It works because you are able to target your advertising to people who are specifically looking for your products or services.

In this model, you pay a fee every time someone clicks on your advertisement. If someone views your information and doesn’t click, you don’t pay.

Traffic comes to your home services contractors site one of two ways: through earned or paid traffic. Earned traffic includes clicks from social media, blog posts, organic searches and recommendations from friends.

Paid traffic could be website banner ads or PPC advertising. As competition heats up, it becomes more important to invest a portion of your marketing budget in pay-per-click search engine ads.

Why is Home Services PPC Important?

It takes time and thoughtful effort for your business to go up the ladder of organic search results to the front page of Google. If you look at the search results page from any search term in Google, you’ll find there’s a hierarchy of results:

  • Local service ads
  • PPC (paid) advertising
  • Local services listings and
  • Organic search results.

PPC for HVAC contractors example search result

When you work with an agency with a deep understanding of search engine advertising, you’re essentially short-cutting the long waiting list to drive organic traffic to your website and boosting your brand to the top of the home services contractors search results listing.

Your brand will naturally gain greater traction organically over time as long as you provide good service and good content on your website.

However, PPC advertising can significantly shorten the waiting period and start sending you customers much sooner.

It’s similar to a long game and short game in golf. Both are important and serve a purpose.

Putting all your effort into one is ultimately less effective than distributing effort between both.

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PPC Targets Buyers

Potential home services customers are generally looking for something specific when they search: a new furnace, installing a garbage disposal or breaker box repair.

People perform the majority of searches for local services on mobile phones, according to SearchEngineLand.com.

These searches and the results are quite different from those you would find on a desktop computer or even on a tablet.

Plus, individuals who are searching on their mobile phone have a high intent to purchase — meaning they’re looking for something they truly want or need and not just idly poking around in Google.

PPC advertising offers a much better experience for buyers and a greater likelihood your business will get a call.

PPC is Flexible and Scalable

Newspaper advertising is becoming an anachronism — but why? Perhaps because it’s impossible to tell whether or not a specific ad is performing or under performing, and you can’t make changes once it’s gone to press.

But home services PPC is the exact opposite of newspaper ads in many ways.

Pay-per-click provides you with immediate metrics, flexible enough to allow you to make changes once the ad has launched and is scalable based on your budget and flow of business.

If a particular ad isn’t performing, modify it! If your operations team is suddenly overwhelmed with business, you can pause your advertising with a click of a button to allow them time to appropriately serve the leads or fulfill orders.

You can adjust a variety of parameters including your service area, reach of the advertising, budget and more.

Did You Know?

89% of home services companies are not using any inbound call tracking system.

See how successful home services companies tackle lead management.

Play with the Big Dogs

Digital marketing and advertising level the playing field significantly for home services businesses, allowing providers of all sizes to have a presence beside larger competitors.

It can be impossible to tell the size of your business online, and PPC advertising allows everyone a shot at getting the customer.

As long as your website is properly maintained and you have a great landing page, a much smaller competitor can win out over a large chain retailers.

Landing Pages are Critical

Unfortunately, you can’t just create a great PPC ad and call it a day. To convert the leads you’re generating via search advertising, you need to have a killer landing page to really sell prospects on your ability to deliver.

Any PPC ad, which sends prospects to the homepage of your home services website is not likely to be helping your brand!

PPC for HVAC contractors landing page example

A customized landing page presents compelling offers and content in a way to entice readers to contact you and get started using your business. With the home services industry in particular, while some customers may be price shopping, the majority are ready to make a purchase.

This is a compelling reason to make your call to action clear and consistent on your landing page.

Your call to action (CTA) could be anything from listing a phone number and email address for your business to a form filled out by the prospect.

Landing pages should be crisp and clean and have limited information on them to distract the reader from the action you wish them to take.

Flexible Bidding Practices

With PPC advertising, there’s no need to maintain a set spending level for your advertising over an extended period of time. Instead, pick the time of day, week, month or year most lucrative for your business.

You can update keywords and your advertising spend based on when you need more traffic. This allows you to be more competitive with your bidding practices during these peak times.

You also avoid wasting money on ads for heating tune-ups during the peak months of summer, for instance. These KPIs, or Key Performance Indicators, will help you identify when ads are successfully driving buyer traffic to your site.

Power of Negative Keywords

To help ensure you only bid on the right home services PPC keywords you want, excluding specific keywords from search ads may be helpful.

For instance, if someone searches for “cheap air conditioner repair” are they likely to turn into a well-paying customer? Probably not, so you may want to consider adding the word “cheap” as a negative keyword for your advertising. PPC advertising is essentially an auction, where you’re paying for the results when people click on your ad.

If they click your ad and don’t find what they’re looking for or don’t make a purchase, you’ve essentially wasted your money on a prospect. You can avoid this in large part by adding negative keywords to your ad groups.

There are a variety of tools to use to plot keywords, which aren’t going to net you a sale, and this does require some work. You’ll need to sift through keywords people are currently using to search for your products and services and see which ones aren’t relevant to what you offer.

Picking Great Keywords

The key to PPC advertising success is in selecting the right keywords and targeting your messaging to what people are looking for online. Are you looking for keywords and aren’t quite sure where to start?

Neil Patel offers a terrific tool called “UberSuggest” to help you get started thinking through the specific terms people use in their searches. This free resource is one of many to help you on the path to online advertising success.

Piecing together the puzzle of PPC advertising for home service contractors can be a costly challenge without some knowledgeable guidance. Let the professionals at Valve+Meter Performance Marketing help you tightly define your goals, refine your keywords and optimize your landing pages.

Contact us today to learn more about PPC advertising, or fill out our quick contact form to receive your free marketing gap analysis from our team.

We help home services businesses scale their lead generation.

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AUTHOR

Matthew Tyner
Matthew Tyner
Vice President of Marketing

Matthew Tyner is the Vice President of Marketing at Valve+Meter Performance Marketing. His background is in the home services industry, leading teams of marketing and sales professionals. Matthew loves helping clients view marketing as a variable expense instead of the traditional way of thinking of marketing as a fixed, or budgeted, cost.