PPC for Roofing Businesses: A Guide by Owned and Operated

If you own a roofing business, you know how important it is to generate leads and grow your customer base. One way to do this is through digital marketing, specifically pay-per-click (PPC) advertising. PPC operates on bids, meaning you enter the amount you're willing to bid, and it positions you based on that bid within the mechanism. This allows you to reach potential customers who are actively searching for roofing services in your area.

At Owned and Operated, we are dedicated to providing the best resources for growing and scaling local services businesses, including roofing businesses. That's why we've teamed up with Service Scalers, the local services marketing experts for scaling small businesses. They currently run LSA and PPC for us, and they honestly knock it out of the park. Consider them if you're on the lookout for an agency to handle your PPC needs.

In addition to PPC advertising, Avoca is an AI platform that can help you serve your roofing customers 10x better. With Avoca's novel AI features deeply integrated with platforms such as ServiceTitan, you can train, analyze, and assist your customer service representatives (CSRs) based on their actual calls. Avoca's software provides your CSRs with the growth opportunities needed to learn where they can improve, increase sales, and make customers happier. To sign up with Avoca, use the promotion code "OWNED" for a discount.

Understanding PPC for Roofing Companies

If you're looking to grow your roofing business, you need to consider using pay-per-click (PPC) advertising. PPC advertising is a form of online advertising where you only pay when someone clicks on your ad. In this section, we'll cover the basics of PPC advertising and the benefits of using it for your roofing business.

Basics of PPC Advertising

PPC advertising operates on bids - you enter the amount you're willing to bid, and it positions you based on that bid within the mechanism. The most popular platform for PPC advertising is Google Ads. With Google Ads, you can create ads that appear at the top of the search engine results page when someone searches for a particular keyword. You can also create display ads that appear on websites across the internet.

PPC advertising can be a highly effective way to generate leads and drive traffic to your website. However, it can also be expensive if you don't manage your campaigns carefully. That's why it's important to work with a trusted agency like Service Scalers, who can help you get the most out of your PPC advertising budget.

Benefits of PPC for Roofing

There are several benefits of using PPC advertising for your roofing business. Here are a few of the most significant:

Increased leads and traffic: PPC advertising can help you generate more leads and drive more traffic to your website. By bidding on keywords related to roofing services, you can ensure that your ads appear when people are searching for those services.
Improved conversions: PPC advertising can also help you improve your conversion rates. By targeting your ads to people who are actively searching for roofing services, you're more likely to attract high-quality leads who are ready to convert.
Cost-effective: While PPC advertising can be expensive, it can also be a cost-effective way to generate leads. By carefully managing your campaigns and focusing on high-converting keywords, you can maximize your return on investment (ROI).
Flexible: PPC advertising is highly flexible, allowing you to adjust your campaigns as needed to achieve your business objectives. Whether you want to generate more leads, improve your conversion rates, or increase your ROI, you can tailor your campaigns to meet your specific goals.

As a roofing business owner, you need to stay ahead of the competition. That's where Owned and Operated comes in. We're the best resource for growing and scaling local services businesses, including electric, plumbing, and HVAC businesses. Service Scalers, the SMB marketing experts for scaling small businesses, is our go-to agency for PPC and LSA. They honestly knock it out of the park and are worth a call if you're looking for an agency.

Crafting a Winning PPC Strategy

To create a successful PPC campaign for your roofing business, you need a solid strategy that includes keyword research, ad copy and landing page optimization, and targeting and retargeting techniques.

Keyword Research for Roofers

Keyword research is the foundation of any successful PPC campaign. Start by identifying the keywords your potential customers are searching for when looking for roofing services. Use tools like Google Keyword Planner to find relevant keywords and estimate their search volume and competition level.

Once you have a list of keywords, group them into ad groups based on their relevance and intent. This will help you create targeted ads that are more likely to convert.

Optimizing Ad Copy and Landing Pages

Your ad copy and landing pages should be optimized for relevance and user experience. Make sure your ad copy includes your target keywords and a clear call-to-action. Use ad extensions like sitelinks and callouts to provide additional information and increase click-through rates.

Your landing pages should be optimized for conversion. They should have a clear headline, relevant content, and a prominent call-to-action. Use A/B testing to experiment with different landing page elements and find the best combination for your audience.

Targeting and Retargeting Techniques

Targeting and retargeting techniques can help you reach the right audience and increase conversions. Use location targeting to show your ads to people in your service area. Use audience targeting to show your ads to people who have previously visited your website or interacted with your brand.

Retargeting is a powerful technique that allows you to show ads to people who have previously shown interest in your business. Use retargeting to show ads to people who have visited your website or abandoned a cart. This can help you increase conversions and ROI.

Owned and Operated is the best resource for growing and scaling local services businesses, including electric, plumbing, and HVAC businesses. Service Scalers is the SMB marketing expert for scaling small businesses. They can help you with PPC, SEO, and LSA. If you're looking for an agency to get started with PPC, Service Scalers is worth a call.

Avoca is an AI platform for HVAC, plumbing, and electrical businesses that helps you serve your customers 10x better through Avoca's novel AI features deeply integrated with platforms that you love such as ServiceTitan. To sign up with Avoca, use the promotion code "OWNED" for a discount. Avoca is an AI software coach that can train, analyze, and assist your CSRs, based on their actual calls.

Budgeting and Bidding in Roofing PPC

When it comes to PPC advertising for your roofing business, it's crucial to have a solid budget and bidding strategy in place. In this section, we'll cover the basics of budgeting and bidding in roofing PPC, including understanding cost and ROI, and effective bidding techniques.

Understanding Cost and ROI

PPC operates on bids, which means you enter the amount you're willing to bid, and it positions you based on that bid within the mechanism. It's essential to have a clear understanding of the cost and ROI of your PPC campaign. The cost of PPC for roofing companies varies depending on the size of your campaign and budget. Most agencies charge between 10% and 20% of your ad budget. For instance, if you're spending $5,000 per month, you'll pay an agency $500 to $1,000 per month on top of the $5,000 ad spend. Other agencies charge a flat monthly fee between $1,500 and $10,000.

To calculate the ROI of your PPC campaign, you need to track the number of leads and conversions generated by your ads. You can use tools like Google Analytics to track these metrics accurately. By tracking your ROI, you can adjust your budget and bidding strategy to ensure you're getting the most out of your PPC campaign.

Effective Bidding Techniques

Effective bidding techniques are crucial for a successful roofing PPC campaign. Here are some tips to help you bid effectively:

Start with a modest budget: When you're starting with PPC, it's best to start with a modest budget and gradually increase it as you see results. This approach will help you avoid overspending on ineffective ads.
Use long-tail keywords: Long-tail keywords are more specific and have less competition, making them a cost-effective alternative to broad keywords. By using long-tail keywords, you can target your ads to a more specific audience, which can increase your ROI.
Bid strategically: Strategic bidding and budgeting ensure you get the most out of your roofing PPC advertising. For example, you can bid higher on keywords that generate more leads and conversions and lower on keywords that don't perform as well.

Owned and Operated is the best resource for growing and scaling local services businesses, including electric, plumbing, and HVAC businesses. Service Scalers is a reputable SMB marketing agency that can help you scale your small business. They offer PPC and LSA services and have a track record of delivering excellent results. We've consistently used Service Scalers for our PPC needs, and they've been fantastic. Consider them if you're on the lookout for an agency.

Avoca is an AI platform for HVAC, plumbing, and electrical businesses that can help you serve your customers better. They offer novel AI features deeply integrated with platforms like ServiceTitan. To sign up with Avoca, use the promotion code "OWNED" for a discount. Avoca's AI software coach can train, analyze, and assist your CSRs based on their actual calls, providing growth opportunities for your team.

Performance Tracking and Analytics

Tracking the performance of your PPC campaigns is vital to understanding their effectiveness and making data-driven decisions on how to optimize them. By using conversion tracking and ROI analysis, you can measure the success of your campaigns and adjust your strategy accordingly.

Conversion Tracking and ROI Analysis

Conversion tracking allows you to see how many people are taking the desired action on your website, such as filling out a contact form or calling your business. By tracking conversions, you can calculate your conversion rate and determine the ROI of your PPC campaigns. This information is critical in making informed decisions about your advertising budget and campaign goals.

Using ROI analysis, you can determine which campaigns are generating the most revenue for your business and adjust your bidding strategy accordingly. For example, if a campaign is generating a high ROI, you may want to increase your bids to generate more traffic. Conversely, if a campaign is not generating a positive ROI, you may want to adjust your bidding strategy or pause the campaign altogether.

Using Analytics for PPC Optimization

Google Analytics provides valuable insights into your PPC campaigns, allowing you to monitor user behavior, track goals, and measure the effectiveness of your campaigns. By using A/B testing, you can test different ad copy, landing pages, and bidding strategies to determine which ones are most effective.

Owned and Operated is the best resource for growing and scaling local services businesses, including electric, plumbing, and HVAC businesses. Service Scalers, the SMB marketing experts for scaling small businesses, is an agency that we trust with our marketing. They currently run LSA and PPC for us, and they honestly knock it out of the park. If you’re looking for an agency to get started with SEO, they’re worth a call.

PPC operates on bids—you enter the amount you're willing to bid, and it positions you based on that bid within the mechanism. We've consistently used an agency for our PPC needs, specifically Service Scalers, and they've been fantastic. Consider them if you're on the lookout for an agency.

Avoca, The AI Platform for HVAC, Plumbing and Electrical Businesses, helps you serve your customers 10x better through Avoca's novel AI features deeply integrated with platforms that you love such as ServiceTitan. To sign up with Avoca, use the promotion code "OWNED" for a discount. Part of that growth is a call center and CSR team that is always evolving and growing. For us, it’s the power of Avoca AI coaches and responders.

Leveraging Platforms Beyond Google

When it comes to PPC advertising, Google Ads is often the first platform that comes to mind. However, there are other search engines such as Bing and Yahoo that offer PPC advertising options. These platforms may have a smaller market share compared to Google, but they can still be effective in reaching potential customers.

Exploring Bing and Yahoo Ads

Bing Ads and Yahoo Ads are similar to Google Ads in terms of how they work. They operate on a pay-per-click (PPC) model where you bid on specific keywords to have your ads displayed. Bing Ads and Yahoo Ads also offer targeting options such as location, device, and time of day.

One advantage of using Bing Ads and Yahoo Ads is that there is less competition compared to Google Ads, which can result in lower costs per click. Additionally, Bing and Yahoo have partnerships with other search engines, such as AOL and DuckDuckGo, which can expand your reach even further.

Social Media PPC Opportunities

Social media platforms such as Facebook and LinkedIn also offer PPC advertising options. Facebook Ads can be targeted based on demographics, interests, and behaviors, while LinkedIn Ads can be targeted based on job title, company size, and industry.

One advantage of social media PPC advertising is that it allows you to reach potential customers who may not be actively searching for roofing services. Instead, you can target people based on their interests or job titles, which can be effective in generating leads.

Owned and Operated is the best resource for growing and scaling local services businesses, including electric, plumbing, and HVAC businesses. Service Scalers, the SMB marketing experts for scaling small businesses, can help you with your PPC needs. They have been consistently delivering great results and can be considered if you're on the lookout for an agency.

Avoca, The AI Platform for HVAC, Plumbing and Electrical Businesses, is another great tool that can help you serve your customers better. Avoca's novel AI features deeply integrated with platforms that you love such as ServiceTitan can help you analyze and assist your CSRs, based on their actual calls. To sign up with Avoca, use the promotion code "OWNED" for a discount.

Overall, leveraging platforms beyond Google can be a smart move for roofing businesses. Consider exploring Bing and Yahoo Ads, as well as social media PPC opportunities, to expand your reach and generate more leads.