Google Ads has become one of the crucial advertising platforms for roofers looking to reach their audiences. And many businesses are seeing the benefits of setting up campaigns and hiring expertise to manage them to achieve the best return on ad spend (ROAS).
But it has some challenges too. And it can cost a lot if not executed well and if you hire the wrong people. But there are things you can do to avoid that, and this is what I’ll be talking about here.
In this article I’ll be discussing Google Ads for roofers and how working with a PPC expert with experiencing working with roofing companies can be a great help to your business.
1. Campaign Setup
A Google Ads expert with experience working with roofers knows the challenges of setting up campaigns that drive high quality traffic that converts. This requires a knowledge of the right keywords to select to bid on and drive searches that are relevant.
It also requires experience in creating great responsive ads that differentiate your ads from other roofing companies that are running Google ads campaigns.
Because there is a lot of competition in the roofing industry, the setup of the campaign will require a lot of research. And will also need expertise to choose the right campaign, which could be Search or other campaign types.
The cost to set up a new Search campaign for a roofing company depends on a few factors, but this usually starts from $450 per campaign. In most cases, one campaign is sufficient for a roofer.
2. Campaign Management
Google Ads management for roofers is important because it helps to improve performance. After the campaign is set up and is running, it should now be monitored, managed and improved to achieve the best return on ad spend.
And when you hire a PPC expert for the management, they’ll advise what work needs doing and what they will charge for that. And this work will include updating ad headlines and descriptions, improving search targeting, increasing leads and inquiries and much more.
The cost of Google Ads management will vary and will depend on several factors. But for roofers this is likely to start from $500 per month and be much higher for more complex campaigns.
3. Keyword Research
Finding keywords for a roofing company that wants to promote its services on Google, needs to find the best keywords to bid on. And a Google PPC specialist will help conduct the keyword research to find the keywords you’ll need.
This research is usually part of the campaign setup and management and will not be charged separately. However, you can hire a Google Ads expert to do the research only and they will send you a proposal and quote for that.
Also, carry out competitor research on other roofing businesses to find out what keywords they are bidding on. And then you can select the relevant ones to add to your campaign.
4. Conversion Tracking Setup
A PPC expert will help set up conversion tracking for your campaigns. This can be done in Google Ads or in Google Analytics if you have this account, and this is often a better option because of the options available there.
Before you create any new campaigns and run ads, it’s important that conversion tracking is in place. This will ensure that you’re tracking all leads and inquiries that your roofing company is receiving from your ads.
The cost to set up conversion tracking varies depending on the complexity and the type of tracking you want to set up. And a PPC expert will advise on this and may include it with the account and campaign set up and not charge separately for it.
5. Remarketing Setup
Remarketing is a campaign targeting feature that allows you to retarget people who’ve visited your website in the past. That’s because most people who visit your website will leave and never return. And it’s not that they’re not interested. They could be busy and got distracted or they went to check out the competition.
This is important as a roofer because it means you can bring past visitors back to your website so they can complete important actions like contacting your business.
A Google Ads expert will create a Remarketing campaign on the Display network and retarget them using audience features and display ads.
The cost to set up a Remarketing campaign is similar to a standard Search campaign and starts from about $450 per campaign.
6. Analytics Tracking & Reporting
A PPC expert will help your roofing company to understand what the reports are saying about the performance of your Google Ads campaigns. This will be critical in helping you to understand whether you’re achieving your goals or not and what action needs to be taken to improve things.
But first, the PPC ads expert will set up Google Analytics tracking for you. And they will create goal conversions in Analytics and import them into your Google Ads account so you can the performance.
Without this tracking, it will be impossible to know which campaigns, ads and keywords are driving leads for your roofing business. So, you’ll lose a lot of money on campaigns that are not performing.
7. Google Ads Training for Roofers
Google Ads training is available for roofers who want to learn the platform and manage their own campaigns. Or it can help you get a good understanding of how it works so you can have better insights when discussing with your Google Ads consultant.
The training will cover such things as:
– setting up new campaigns
– creating new responsive ads
– conducting keyword research and forecasting
– updating search terms
– implementing the right bid strategy
– creating reports and analyzing them and more.
The cost of Google Ads training varies and depends on your level of experience and hours required. However, you can expect to pay about $150 per hour.
Conclusion
Google Ads is an effective strategy for roofers, but it can have some challenging features for some advertisers. So, it’s worth speaking to a PPC expert to find out how they can help you set up and manage effective campaigns.
My name is Mike Ncube and I’m a Google Ads consultant and I help roofers run successful campaigns. Contact me today for a proposal and quote.
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