Maximize Your Roofing Business Leads with Google Ads

When you consult with marketing agencies and inquire about the projected number of leads a Google Ads campaign will generate, their answer revolves around, “How long is a piece of string?” That’s an unsatisfactory answer, because figuring out how long a piece of string is can be relatively easy: You measure it! And yes, you can measure how many leads a Google Ads campaign is capable of bringing to your roofing business… as long as you’ve got the correct algorithm.

Google Ads can prove to be extremely beneficial for roofing businesses when executed properly, given that with the proper approach, you can reach out to homeowners looking for roofing services and make them clients. In this article, we will explore how Google Ads can help roofing businesses generate leads and the key steps to creating a successful PPC campaign. By the end of this article, you will understand the action steps you need to take to optimize your returns on roofing Google Ads.

Understanding Google Ads for Roofers

Roofing Google Ads constitutes paying investments by roofing industries seeking to advertise and promote their services and products on platforms like YouTube, affiliated applications and websites, and the Google search engine. To be eligible for ad spots, roofing companies pay an amount determined by multiple factors, such as the level of competition for their specific keyword or target audience.

Google Ads has three categories for paying: 

1. Pay-per-click ads (PPC)—You pay when someone clicks on your ad, in this case a roofing ad. 
2. Pay per Impression Ads (PPM)—Ad campaigns are charged when the ad is viewed, regardless of any clicks made. In this case, if someone sees a roofing company’s ad, even if they don’t click on it, they will be counted as viewers.  
3. Pay per Lead (PPL)—In this scenario, payment is made for each phone call or message received from advertisements or bookings made based on the ad.  

How do Google Ads work?

Just like any other click-based advertising channel, Google Ads works on a bidding process:  

• Roofing contractors who own roofing companies select specific keywords or search phrases that pertain to services offered, interests, and target demographics. 
• Thereafter, they set a max bid, which is the amount they will pay for a click, impression, or lead. 
• They draft the advertisement text along with visuals for the site for the intended site (website or landing page).  
• And then they launch the campaign.

Every time a user search results for the relevant keyword or browses through a GDN-affiliated site, Google evaluates every ad’s relevance to that keyword for eligibility. All roofing ads that qualify are entered into a Google Display Network auction. The winning ads are selected by their Google algorithm on the basis of an ad rank calculated from four given criteria:

• Bid amount: The maximum amount you are ready to spend for each click on the advertisement.
• The quality of the landing page and advertisement: What is the relevance and importance of your ad and landing page to the customers? What is their significance alongside the other roofing advertisements competing for the auction?
• General context of the auction: Where is the searcher located? What is the queried phrase? At what time is the search made? What device is used? In addition to these questions, what other content or advertisements are present on the result page?
• Expected outcome of ad assets (previously known as ad extensions) to enhance performance: Google analyzes the expected outcome of particular assets on the user’s advertisement performance to determine their rank.

If you optimize your ads for all of the criteria listed, you will maximize the probability of showing up during the limited advertisement opportunities available.

Advantages of Google Ads for Roofers

Google’s monopoly makes Google Ads the first option for roofers, given that 87% of people searching on the internet prefer doing so on Google. But, let’s be honest: why would someone pay Google to showcase their business when they can use SEO for building the brand without spending a dollar? As mentioned above, there are numerous reasons to pay for ads, and here are some of them:

• Access to prospects: Enhancing a roofers’ online visibility through Google will help them reach out to a larger audience of interested customers looking for roofing services.
• Instant results: It subtracts the added waiting time from a company starting its digital marketing and is capable of filling its lower funnels. Roofers won’t have to wait for over three months to capture leads.
• Increased accuracy: Google Ads precision is remarketed and acquired leads who fall under a specific profile are excluded. You can also use ads to target already interested customers who visited the roofers’ website but didn’t leave an appointment.
• Measurable: You can track the performance of your ads by measuring the clicks and traffic using Google Ads and Google Analytics links.  In addition, using ServiceTitan Marketing Pro Ads, the attribution of each job can be automatically set to the source campaign.
• Cost-effective: And in its recent economic impact report, Google claims that advertisers earn $8 from Google Search and Ads for every $1 spent on Google Ads. This also implies a 70 percent ROI, which is still higher than that of other digital marketing channels.
• Effortless setup: Google Ads can be set up quite easily with a walkthrough provided by video guides and in-app tooltips.

How Can You Create a Roofing Google Ads Campaign? 

Creating a Google Ads campaign involves six steps, starting with goal definition, followed by keyword research, performance tracking, and ongoing optimization. Let us go through the different steps one by one.

1. Define your Campaigns Goal

Creating ads with a certain goal in mind will help achieve better results. It ensures a business picks the right ad type and format, achieves objectives, and measures progress. The goals you set depend on the stage of your business, available resources, and the maturity stage of your marketing operation. A few examples of roofing Google Ads goals are:

• Increase number of click-throughs on the site
• Increase the number of requests for quotes.
• Increase the number of leads received.

Every marketing goal must be anchored to a business objective so your campaign achieves actual business results. For instance, if you are looking to increase brand recognition or awareness, you can select boosting website traffic as your goal. Make sure that when you think of your goals, you apply the SMART (specific, measurable, actionable, relevant, time-bound) methodology.

2. Check out Keywords

The foundation of a successful Google Ads campaign is doing keyword research. Selecting appropriate keywords ensures your ads are triggered by value-adding business search queries and are served to the right customers to bring the best return on investment and minimize advertising costs.

Google’s autocomplete as well as the People Also Ask sections serve as amazing keyword vaults. Type in any seed keyword, copy the predictions showcased, and afterwards scroll to the people-also-asked box and copy the questions.

But to make things easier, you can make use of Keyword Planner, which is a free tool offered by Google. This tool helps you search for keywords using a seed phrase or by scraping competitor websites to see what they are ranking for.

3. Decide your Advertising Budget

Setting a budget will limit the amount of money you spend on ads to your available funds as well as your marketing budget. Budgets for Google Ads campaigns are determined by the CPC of the keywords, the goals for obtaining leads, and the average value of each job booking. For instance, spending $20 to advertise a service that brings in $400 per booking is justifiable. However, doing the same for a service that averages $15 in revenue is untenable. 

To work out your budget, add the average CPCs of the keywords you want to target, then multiply by 30.4 (days per month) for your monthly budget. For a more precise figure, run test campaigns or use UpCity’s PPC ad budget formula. 

4. Build your Landing Page

A landing page should be used to compel a visitor to complete an appointment booking, download a research report, or request a free quote. Because of this, the page should also be designed for conversions. Make sure to take user satisfaction into account when designing your landing page. This implies that every aesthetic detail and word choice should be appealing, straightforward, and not congested.

No block paragraphs should clutter the page, buttons must be sized appropriately for touchscreens, and there should be a clear call to action. Enhancing user experience improves your quality score, which, when combined with other factors, may place your ad above others. 

Make the best use of target keywords by placing them in the webpage copy while ensuring you honor the promise made in the advertisement. Not only will this make you accessible for users, but you will also increase user satisfaction and improve the overall quality score. Use genuine testimonials and give prospects an option to call so that their trust is built, enabling them to book an appointment instantly.

5. Create Your Ad

This structure will ensure prospects see themselves in your advertisement, increasing engagement and the likelihood they will convert. Google Ads also takes conceptual creativity into account alongside copywriting and ranking in relation to user searches. As the copy of your advertisement talks about your value proposition and advertises your offerings, ensure you have included the keywords of interest to you. Also, the advertising URL, which is the link to the target webpage, must relate to your keyword as well.

Like in our case, “Best roofing company” will have the display URL as www.xcompany.com/best-roofing-company. Also, make sure to fill out the word count and utilize ad extensions such as site links, callouts, and structured snippets to take up more space on the page. This is likely to increase the chances of the target audience clicking on your ads rather than competing ads.

Lastly, if you are running display ads, your images should be in JPG, PNG, or GIF format and under 150 KB for all dimensions. Also, you can focus on using any of Google’s most popular image sizes: 

• 300x 250
• 336 x 280
• 728 x 90
• 300 x 600
• 320 x 100

6. Track your Ad Campaign

The ad campaign’s launch does not mark the end of the project. You must constantly track and adjust your campaign to make sure every dollar spent is distributed to the best-performing ads. When analyzing your campaign’s performance, be sure to focus on these metrics:

• Click-through rate (CTR): It is the percentage of clicks you received versus the times someone looked at your ad. Check your ad copy if the CTR is low.
• Conversion rate: This is the percentage of users who booked a job after visiting your landing page. If conversion rates are lower than the industry benchmark, then improve the copy on your landing page.
• Impressions: The number of people that Google has shown your ad to. If impressions are low, it might be because your maximum bid is too low.
• Cost per acquisition and cost per lead (CPA and CPL): The average amount spent on acquiring a customer (CPA) or a lead (CPL). It is advisable to maintain both numbers under generated revenue per job.
• Ad quality score: This figure shows how an ad is ranked among others of similar type. You need to watch where your ad quality score is in your Google Ads account.

These can all be monitored using free services like Google Analytics and Google Keyword Planner.

Conclusion 

So far, you have all the information needed to create a run Google Ads campaign to maximize your roofer business. Do not forget to set a goal right from the beginning, which can be something like earning more revenue or increasing brand awareness. Continuously monitor the performance of your campaigns and adapt your strategy according to the available data. Refine your keywords, ad text, and landing pages to increase the conversion rate.

If utilized correctly, Google Ads can be a game-changing asset for attracting potential customers and contractors and growing your roofing leads business. Start today and watch your business grow! Have patience and try testing different approaches to grow your business to achieve optimal results. It takes hard work to make your goals a reality, but with determination, you will always succeed!