When it comes to running a successful roofing company, generating leads on a consistent basis is imperative. Unfortunately, some roofers are stuck in the past when it comes to their marketing efforts and are getting left behind as a result.
In recent years, the roofing industry has seen a massive shift in regard to consumer behavior. Gone are the days of relying solely on mailers, newspaper ads, and billboards to attract leads. In 2020, roofers need to focus on building their marketing strategies online in order to generate leads effectively. One of the best avenues for generating roofing leads today is Google Ads. However, getting started — especially if you’ve never run Google Ads in the past — is easier said than done.
At Venture Digital Marketing & Consulting, we specialize in managing Google Ads for roofers, and we’ve seen first hand how effective running ads on Google can be when it comes to boosting website traffic and generating more business. With a bit of guidance from our team of digital marketing experts, you too can begin to reap the benefits of Google Ads.
Getting Started with Google Ads
Before you begin building ad campaigns on Google, it’s important to fully understand what the platform has to offer. This will set you up for success and keep you from wasting money on ads that don’t convert.
When signing up for a Google Ads account, you’ll be prompted to enter details about your business — such as your roofing company’s name and location — along with your billing information. Once you’ve passed this step, you’re on your way to creating your first Ads campaign. Deciding which campaign you should start with can be tricky, though, so we will break down the main campaign types roofers should focus on below:
If you’ve ever searched Google for (literally) anything in the past, then you’ve likely come across a search ad campaign. These ads show up primarily at the top or bottom of the main search engine results pages — though they can appear other places within Google’s ad network — and are disguised meticulously to look like standard search listings.
Search ads are (by far) the most commonly used campaign type, but can be the trickiest to put together and manage successfully. Beyond creating impactful search ad text, you’ll also have to focus on adding location targeting to your campaigns — to ensure only local users are seeing your ads — along with (probably the most important ingredient) the right keywords.
To say keywords are critical to the success of a search ad campaign would be an understatement, and there are too many variables at play for one article to cover. However, it’s important to understand the different keyword match types, as they play a massive role when it comes to serving your ads to the right audience.
Broad Match – While broad match keywords can garner a lot of clicks, they are not recommended, as they can cause your ads to be served to irrelevant users; wasting your money in the process.
Broad Match Modifier – These types of keywords give your ads a reach similar to that of broad match keywords while allowing you to serve ads to more relevant users. To create a broad match modifier keyword, you would add a “+” symbol in front of each word (i.e. “+roofing +repair +replacement”).
Phrase Match – With phrase match keywords, your ads will only appear when a user searches your exact keyword, in the order it is added. However, there may be additional words added to the beginning or end of the search query. For example, if your phrase match keyword is “roof repair in denver”, a user may see your ad if they type in “affordable roof repair in denver colorado”.
Exact Match – This match type is straightforward. You simply add your keyword — with brackets at the beginning and end of it — and your ads will only show when a user searches for that exact search term.
Display ads are typically a set of images (or gifs) that are placed on different websites throughout Google’s Display network. On average, display campaigns provide a lower cost-per-click (CPC) than search campaigns, however, the results can be mixed depending on how granular you get with your targeting.
Additionally, display campaigns are largely used to remarket to users who have already visited your website and can be useful when it comes to promoting special promotions or events.
Video (YouTube) Campaigns
YouTube ads are becoming increasingly more popular, mainly due to their ability to attract large targeted audiences to your website in a multitude of ways. When it comes to advertising on YouTube, there are 3 different ad types you can go with, including:
- TrueView Ads – these are the skippable ads that appear at the beginning of videos on YouTube and are great for building brand awareness.
- TrueView In-Stream Ads – these play during YouTube videos and are accompanied by a small banner — which doubles as a display ad — that can lead traffic to your website.
- Non-Skippable Ads – these ads play at either the beginning or middle of a YouTube video and (as the name suggests) can’t be skipped. As a result, non-skippable ads can’t be longer than 20 seconds.
Partner With a Digital Agency That Specializes in Managing Google Ads for Roofers
As you can see, building and maintaining Google Ads campaigns can be an extremely complex process — and, we haven’t even scratched the surface in this guide — which is why it’s best to partner with a digital marketing team that specializes in Google Ads for roofers.
At Venture Digital Marketing & Consulting, we can help build effective Google Ads campaigns that generate relevant leads for your roofing company. Our goal is to maximize your ROI and to ensure your ad spend is being utilized properly for campaigns that will convert users into leads and leads into customers. Get in touch with us today to get started or give us a call at (714) 656-7281.