How You Can Create an effective Adwords Campaign that Generates Consistent Stream of Leads.
“We tried PPC ads but did not get any results from it.”
“It was a waste of our marketing dollars; it didn’t work.”
We meet a lot of roofing contractors each week.
90% of them believe that PPC ads don’t work.
Are Google Ads (Adwords) that ineffective in generating roofing leads?
Are Google Ads (Adwords) the worst scam ever seen?
Let’s face it…
PPC ads are not as easy as some Yellow pages, and Yelp representatives make it appear.
There are hundreds of settings, ways, and features that can make a PPC campaign to fail.
We have been helping roofing contractors with PPC ads for more than ten years and thus can show you why it’s a powerful method to generate roofing leads.
This post will explore the three main reasons why PPC campaigns fail to generate roofing leads and what you can do to create an effective campaign to grow your roofing business.
Mistake #1: Most Roofers Send Prospects/Customers Direct to their Home Page
Just because your roofing home page is the first thing that property owners see on your website, it does not make it the best place to send your PPC ads.
The thing is…
Your roofing website has a lot of things to read or click.
This creates lots of distractions for clients to read and convert.
People have short attention spans nowadays, and having various things that your prospects have to do makes them even forget why they came to your roofing website in the first place, which is.
To obtain an estimate from your company!
Instead of sending prospects/ clients to your home page, you need to send them to a landing page that gives them the main advantages and requests them to fill a form or call your business.
When you send prospects to your homepage, you may end up getting only 10% of clients calling you.
A landing page can get at least 30% of prospects calling you.
That’s 3x more roofing leads without breaking your marketing budget.
Mistake #2: Roofers Write PPC Ads That Are Easy To Ignore
To make Ad words work for your roofing business, you need to persuade people to leave Google and visit your roofing website.
This is where PPC ads come in handy.
They should have a powerful message, stand out, and be hard to ignore.
An active roofing ad will discuss the benefits you provide and what makes your business stand out from other roofing contractors in the area.
If you can craft a PPC ad that’s rich with advantages, you can quickly grab property owners’ attention and make them visit your landing page.
Mistake #3: Roofers get Behind the Steering Wheel without Knowing How to Drive
When you have a complicated and high-powered machine, you should know how to use it before you set your foot on the pedal.
You can’t win any race while you are still learning how to drive a car.
We are not saying that you cannot run your roofing Adwords campaign.
You certainly can.
But you stand high chances of generating a steady stream of roofing leads with Adwords when you partner with a reputable roofing marketing agency.
How to Create an Effective Roofing PPC Campaign
Need more roofing leads or want to grow your roofing business?
For many roofers, Adwords can seem like a waste of their marketing dollars. It can be daunting to get the right prospects to click on your ads, persuade them to become a lead, and convert them as a new client for your business.
After working with a lot of roofers over the years, however, we have learned how to produce high click-through rates of around 6% and turn a quarter of such clicks into qualified leads.
Creating an effective roofing PPC campaign boils down into how you execute the parameters listed below:
Targeting
One challenge that most roofing contractors face in Adwords is targeting the wrong roofing keywords.
While you can be tempted to bid on every roofing keyword you come across, but in the long run, it creates more problems than it solves.
In most roofing PPC campaigns, we have started managing, less than 9% of their keywords produce leads. This means that the other 91% are plain useless. And to make the matter worse, those unnecessary roofing keywords consume three-quarters of your marketing budget.
That’s bad news for your roofing business.
The more dollars you waste on wrong clicks, the higher your cost per conversion becomes.
To make most out of your PPC campaign: Target the Right Roofing Keywords.
At Blackstorm Roofing Marketing, our team has spent many years identifying the most appropriate keywords for the roofing industry. We have researched and tested many roofing keywords to produce impressive results for our customers.
If you calculate the percentage of wasted ad spend by the total marketing budget, you can get a quick overview of how much money you are wasting on the wrong keywords.
Analyze the poor performing keywords and make some tweaks. Depending on the circumstance, this may imply removing some keywords, rewriting landing pages, and ads.
Time
Unfortunately, this is the number one reason why roofers waste most of their marketing dollars on the wrong roofing keywords. They simply don’t want to spend more time in their Google Adwords account.
Now, we get it. You got so many things competing for your attention, from sourcing materials to managing employees. You don’t have a lot of time left to check your Adwords account on a weekly or daily basis.
In fact, that is one of the primary reasons why you need to hire an experienced roofing marketing agency to manage your Adwords account. However, even after bringing the right agency on board does not mean that your account will get the attention and time it requires to perform efficiently.
No wonder an average roofer wastes a lot of marketing dollars on PPC ads!
To get the most out of your Adwords account, make sure that you visit and analyze it at least once a week. At Blackstorm Roofing Marketing, we visit your Adwords account at least twice a week to ensure that results are always improving.
Tracking
The last principle in running an effective roofing PPC campaign is high-quality tracking. After all, devoting much time to your Adwords account is not helpful if there are no useful statistics to look at.
High-quality tracking means tracking new contracts and conversions. Once you have followed your sales and conversions effectively, you can set your PPC campaign for success.
Grow Your Roofing Business with PPC Ads
After spending years helping roofers with Adwords account, we have found out that running a successful PPC campaign boils down to how well executed the three factors discussed above.
If you are spending time using the right roofing keywords and tracking results, PPC can produce amazing effects to your roofing business.
If you require help to set up your roofing Adwords campaign, schedule a free strategy session with our experts to see how our team can help your business grow today.
