Win new customers with Google Ads for roofing companies
Roofing companies can drive big revenue for their business when you know how to use Google Ads.
Here are the key things roofing companies need to consider with Google Ads. And why you need to act fast when new leads come knocking.
You’re busy. Maybe we can cover your ad spend…
You can generate huge revenue through Google Ads when you know how to optimise it properly. But many roofers simply don’t have the time. That means there’s a big opportunity for you to win a lot of business by partnering with an expert. We are that expert. And we may even be able to cover your ad spend. Ask for a free proposal and we will introduce ourselves and outline what you can expect within three months of working with us.
“The digital strategy the Adbetter team created for us immediately started paying for itself several times over, in just the first month, by delivering significant new customer revenue. It has also allowed us to open up our customer base to new audiences that I never thought would be our target audience.”
– Kiana Djazeb, Director & Founder, Snatch & Glow
The opportunity: why Google Ads for roofing companies are so good
Where do you go when you need to search for a service? That’s right. You head for Google.
There are lots of reasons why you should consider Google Ads for growing your roofing company.
Here are three of the most important.
(Just FYI, this article focuses on Google Search Ads. There is also something called the Google Display Network, which can also be a happy hunting ground when it comes to finding new customers.)
>> Getting results from Google display ads for lead generation
1. Google Ads let you find the right people
With Google Ads you can get your business in front of people when it matters most: at the precise moment they are searching for services that you provide.
Just imagine: someone runs a search for “roofing company” in your location. And bang, there you are. Right at the top of the search results.
2. Google Ads are cost-effective
Google Ads are a form of pay per click advertising. As the name suggests, you only pay when someone actually clicks on your ad. And why would they do that unless they were interested in your services?
In terms of ad spend, it’s one of the most accountable forms of advertising on the planet.
3. Google Ads give you control
It’s easy to control your budget with Google Ads. Set daily, weekly or campaign-specific limits. Pause your campaign at any time. Or set your campaign to display only during certain times of the day or week. You’re in control.
What about Facebook ads for roofing companies?
Google isn’t the only place you can advertise. You can get big results with Facebook ads too. But it requires a slightly different strategy. Our article has you covered.
Build your profits with Facebook ads for roofing companies
Google Ads for roofing companies: getting set up
Don’t worry. You don’t need a degree in IT to set up an ad campaign on Google. The platform is easy to use.
Here are some key points about targeting that are worth thinking about when you’re setting up your campaign.
Targeting the right keywords
Choosing your keywords is an integral part of any Google Ads campaign. The trick is to think about what search terms someone would use if they were looking for your services.
For instance, that might be:
- Roof repair in [location]
- 24/7 roof repair
- Leaking roof repair in [location]
Think about the services you provide and create different campaigns – with different keywords – for each.
Google’s free keyword planning tool can help you.
Targeting the right people
Google allows you to be really selective in terms of who sees your ad. That’s useful, because you only want to be targeting people who are of homeowner age. You can also target people based on their occupation, online browsing history and lots more.
Targeting the right places
You are a roofing company. There’s no point in your ads being displayed all over the world every time someone searches for your company name or services. With Google you can set your ads to display in key locations only: i.e. the locations you are willing to go and work in.
Alternatively you can use local service ads. These work slightly differently to regular search ads.
Firstly you only pay when a potential customer actually gets in touch with you through your ad – making local service ads even more cost-effective than standard search placements.
Secondly your ad will be displayed with a new ‘Google Guaranteed’ badge – signalling to potential new customers that your service is authentic and reliable.
Targeting the right moments
Demand for roofers tends to flex with the weather. Many roofers are more in demand following stormy weather. Maybe you want to capture that demand. Or perhaps you’re already too busy during the winter months and only want to advertise during the summer when you’re a bit quieter.
With Google Ads you can pause and resume your campaigns anytime – all in a few short clicks. Factor seasonality and spikes in demand into your campaign planning.
Google Ads for roofing companies: creating your ad
You have milliseconds to grab people with your ad. Think carefully how to engage them.
Your words are everything
With Google Ads, it’s your words that do all of the heavy lifting. You have to choose the right ones. Remember your reader is most likely searching for roofers because they are at the point of need. Maybe they have a leak or some tiles have recently blown off.
Be clear. Be precise. Explain how you can solve the problem and aim to establish your credibility. Answer the question in the reader’s head: “why should I choose this company?”.
Test, test, test
For each constituent part of your ad – headline and description – Google will give you the option to submit multiple variants. This is an opportunity you should take.
Google will create different variations of your ad and test their performance on a small subsection of your audience, before preferentially serving what it determines are the most likely variants to drive the best results for your campaign.
Think of it as a raffle. The more tickets you have, the better your chances of winning.
Converting your leads
Capturing new leads is one thing. But actually turning them into new customers is another. And remember: you need to act fast. Your lead is actively searching for roofing companies – and yours is unlikely to be the only one they have clicked on.
Here are some tips.
Create a landing page
When someone clicks your ad, that’s just the start of the journey. Each of your ads should take your new lead to a specific landing page on your website that expands on your ad and attempts to capture data on your audience.
Landing pages are a unique science all of their own. But here’s a mini guide to best practice.
- Design and copywriting. Your landing page should feel like a continuation of your ad. That means using similar messaging, making sure your logo is prominent and so on. It also must be optimised for mobile (most people will have clicked your ad when searching on their phone).
- Create a closed journey. Single-mindedness is a strength when it comes to landing pages. Limit the navigation options and stay focused on one clear call to action.
- Utilise social proof and trust signals. Good customer testimonials can go a long way. Try to make sure they are from verifiable sources such as Trustpilot or Google Reviews. If applicable, you should also include trust signals such as industry accreditations, qualifications or awards.
- Gather data. The main function of a landing page is to gather information on your lead. Create a form that allows you to learn about your lead and start the marketing conversation. More on this in a second.
- Remember your GDPR obligations. Getting caught out by GDPR can result in eye-watering fines. Make sure your forms have a tick box that forces people to actively opt in to your comms, the name of the person or business that will be contacting them and the method that they will be contacted by. You must also include a link to your privacy policy.
Qualifying your leads
Not every lead is going to be the right customer for your business. And as a busy roofer, you don’t have time to sit around on the phone all day quizzing each new lead about the nuances of their project.
So build questions into the form on your landing page that help to screen your leads and make it easy for you to decide whether they’re worth following up. These questions could be about the customer’s timeframe, their budget or some basic info on the job they need doing.
Build an automated conversion flow
When your revenue relies on spending as much time as possible on top of buildings, you don’t want to be spending countless hours trying to turn new leads into new customers. So imagine if that process was more automatic.
With a bit of effort, you can build at automated journey that interacts with your customers over SMS, email or Whatsapp – enabling your leads to find out more about your services, submit details of their job and even query your availability.
That takes a lot of work off your hands. And once it’s set up you don’t need to lift a finger.
Analytics and tracking
If you’re serious about driving big revenue from Google Ads for roofing companies, you need to become a little data obsessed.
You have to track your performance analytics. You have to gather insight on what your customers are doing after they’ve clicked your ad. You have to be prepared to look at where your leads are coming from, how many are converting, where they are dropping out, how much your campaign is costing you and how much each new lead is generating in revenue.
It can be time consuming. But it’s the only way to turn a good campaign into something that becomes a lean, mean revenue-generating machine.
Honestly, it’s not rocket science
You will be able to get results on your own with Google Ads. Even if you have no prior experience. But it’s all a question of time.
If you want really transformative results, it makes sense to partner with an expert. Like us. We can take care of everything – from creating your ads to progressively optimising their performance and creating automated conversion funnels.
We know how to get results. And we may even be able to cover your ad spend. Ask for a free proposal and we will lay out what you can expect within three months of working with us.
