Guy Harley - Aug 27 2022
Google Ads for tradies
In today's digital landscape, online advertising has become a game-changer for businesses looking to expand their reach and attract potential customers. Among the various advertising platforms, Google Ads stands out as a powerful tool that enables businesses, including local tradie businesses, to connect with their target audience effectively. In fact, when correctly optimised, pay-per-click (PPC) advertising returns $2 for every $1 spent—a 200% ROI—on average. This statistic highlights the immense potential and value that Google Ads can bring to your trade business. In this blog post, we will delve into the importance of Google Ads and explore what strategies can be implemented with a budget of $3000NZD to run a successful Google Ads campaign for a local tradie business.
Why Google Ads
Google Ads plays a vital role in the growth of service-based businesses, especially when there is a budget available. The platform offers a targeted approach to reach potential customers actively searching for specific services. While the average cost per click (CPC) for service-based industries can be relatively high worldwide, it's essential to understand how it relates to profit on the back end. A higher CPC means a greater investment in acquiring customers, but it also signifies the potential for higher conversion rates and increased profitability. By effectively managing campaigns, optimising ad performance, and focusing on converting leads into paying customers, service-based businesses can generate a significant return on investment (ROI) and achieve long-term growth. It's a matter of finding the right balance between the cost of acquiring customers and the lifetime value they bring to the business.
If I were given $3000NZD to run a Google Ads campaign for a tradie business to generate new leads, here's how I would approach it:
Set Clear Goals:
Start by defining specific goals for the campaign. For example, the number of leads you want to generate or the target conversion rate you aim to achieve.
Identify your Target Audience:
Understand the target audience for the tradie business. Identify demographics, geographic location, and relevant keywords that potential customers might use when searching for services.
Perform comprehensive keyword research to identify relevant keywords related to the tradie business. Focus on keywords that have high search volume and indicate intent to hire a tradie. Use tools like Google Keyword Planner to find relevant keywords. Although this step can be done by anyone with the right tools, it's worth every cent to get a professional on board to get this done properly. If however that's not an option, then we'd highly recommend spending some time educating yourself on this process. If you've ever enjoyed marketing psychology and buying intent (like myself) you may find it incredibly interesting 😀
Create a well-structured Google Ads campaign with relevant ad groups. Group keywords into tightly-themed ad groups to improve ad relevancy and Quality Score.
Compelling Ad Copy:
Write compelling ad copy that highlights the unique selling points of your tradie business. Include keywords in the ad copy to improve relevancy and attract the right audience. Use ad extensions like call extensions or site link extensions to provide additional information or increase visibility.
Landing Page Optimisation:
Ensure that the landing page(s) you direct the users to are optimised for conversions. The landing page should have a clear call-to-action (CTA) and relevant information about the tradie business. Make sure the landing page is mobile-friendly and loads quickly.
Set up conversion tracking to measure the effectiveness of the campaign. Track actions such as form submissions, phone calls, or other desired user interactions on the website. This will help you understand which keywords and ads are driving valuable leads.
Optimise bidding strategy based on campaign goals. You can start with manual bidding and adjust bids based on performance data. Alternatively, you can use automated bidding strategies like target cost-per-acquisition (CPA) or maximise conversions if sufficient conversion data is available.
Continuously test different ad variations, landing page layouts, and calls-to-action to identify the most effective combinations. Test different ad headlines, descriptions, or even ad formats (text, display, or video) to find the winning formula.
Regularly review campaign performance, analyse data, and make adjustments as needed. Monitor keyword performance, ad click-through rates (CTRs), conversion rates, and other relevant metrics. Refine the campaign by pausing underperforming keywords or ads and allocating more budget to the best-performing elements.
Implement remarketing campaigns to target users who have previously visited the website but did not convert. Show them tailored ads to re-engage and encourage them to return and complete a lead form or make a phone call.
Regularly check reports to stay informed about campaign performance and progress towards the set goals. Use the data to derive insights and make informed decisions to optimise the campaign further.
Remember, Google Ads success requires continuous monitoring, optimisation, and experimentation. It's essential to closely track the campaign's performance, make data-driven adjustments, and iterate to improve results over time.
📢 Attention Tradies!
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