10 tips for more mold remediation leads

Just as mold has a habit of lurking in the cracks and crevices, mold remediation leads can be hard to find. Here are some tips.

For proud property owners, you’re akin to the fourth emergency service: equipped with the tools to exterminate mold and restore rooms to their rightful lustre.

But your pipeline of work isn’t as predictable as you’d like. Leads can be hard to find, not least in the summer months. And mold remediation isn’t exactly the easiest service to market.

In this article we’ll cover some of the best avenues for finding new leads and making more money from more mold leads.

But first…

Want to skip to the bit where you’re getting more revenue?

Spoiler alert. One of the most effective ways of winning more mold remediation leads is to put Google Ads to work. But to get the really transformative results requires time, tenacity and expertise. We have it. And we specialise in driving big returns for our clients – with monthly reports that show you exactly how your business is growing with Google.

We’re so confident in our expertise that we can even offer to cover your ad spend. Sounds good? Get in touch to arrange a short discovery call. Or take a look at the results we’re achieving for some existing clients. The business is out there. Right now. Let’s make sure more of it finds its way to you.

“The Adbetter team are incredibly knowledgeable, very responsive, and true partners. They truly get the client’s POV and have implemented an excellent lead generation strategy for us that is paying off in spades. Highly recommend!”

– Manya Klempner, Founder, The Boxing House

The challenges of mold marketing…

Professional mold removal: it’s not something people think about buying until they really need it. You can’t persuade people to purchase it. And you can’t inspire people to aspire to purchase it in the future as you would with a holiday or a fancy car.

No, mold removal is a tough sell. Nobody ever really wants it. But when they need it, they expect you (or your competitor) to leap into action right away.

It’s why it’s so difficult to get results via traditional marketing. For instance, you might have tried…

·   Commercial partnerships where you try to partner with an insurance company that can bring work to you.

·   Referral programs where you incentivise past customers to recommend your services.

·   Ads in local media – but the chances of someone seeing your ad at the right time are slim.

·   Maildrops to the local community, where your flyer might sit in a drawer for a couple of years before eventually being thrown away.  

·   SEO and content marketing, which can get you good results but requires time and consistency.

The traditional marketing methods above can generate big wins for marketers in other sectors. But when it comes to generating mold remediation leads, they have one thing in common: uncertainty. And uncertainty isn’t the surest platform on which to grow your business.

Thankfully there’s a way to bring more predictability to your business pipeline.

And it starts with Google Ads.

The benefits of Google advertising

Just imagine it. Someone searches for mold removal in your region and – bang! – there you are at the top of Google. In return you pay a small fee to Google each time someone clicks through to your website.

That’s the basic premise of Google ads – a super effective way of drawing more leads towards your business and building a consistent pipeline of new projects.

Here are three reasons we love Google ads for mold remediation leads.

1. You’re there at the point of need

They search, they find you. Like we said above, mold removal isn’t the easiest thing to market. With Google Ads you can make sure your business is in pole position when it matters most.

2. Your marketing spend is accountable

Google Ads works on a pay per click basis. That means you only pay if someone actually clicks through from Google to your website. And if they do that, there’s a good chance they’re keen on becoming a customer. That makes Google Ads an incredibly accountable way of putting your marketing budget to work – because you’re only paying when there’s a good chance of conversion.

3. It’s easy to control your ad budget

With Google Ads you can set daily, weekly or maximum budgets. And pause your campaign anytime if you have too much work on or need to rein in your overheads.

You can also factor seasonality into your campaign planning – enhancing your spend in the winter months and cooling off in the summer.

Google isn’t the only option

Google isn’t the only platform that offers pay per click advertising. Facebook can also be a happy hunting ground for finding leads that have recurrent mold problems and may be looking for a fix.

>> The no-fluff guide to Facebook ads for lead generation

10 tips for winning mold remediation leads with Google Ads

Follow the tips below and you’ll be on your way to crafting Google campaigns that get results.

1. Figure out WHO you’re targeting  

Do you want to target homeowners of a certain age? Or people who have certain types of property? Or certain types of insurers?

Google Ads gives you many options when it comes to targeting a specific audience. That means your ads will only be shown to people who fit key criteria – such as age, income or even the type of websites they have recently visited.

You can also find fresh leads by using the “lookalike segments” function. Feed Google data on people who have purchased from you in the past and it will recommend a new audience cohort that shares certain characteristics with your previous customers.

2. Figure out WHERE you’re targeting

If you’re based in Seattle, there’s no point serving your ads to people who live in Salt Lake. With Google Ads you can set your ads to display only to people searching in defined geographic locations – i.e. the regions where you offer your mold remediation services.

Another way to reach your community is with Local Services Ads, which work a bit differently to regular Google Ads. Firstly you only pay when a potential customer gets in touch. Secondly your ad will be displayed with a ‘Google Guaranteed’ badge – signalling to potential customers that your services are authentic and reliable.

3. Get your keyword targeting right

Next it’s time to think about the keywords that trigger your ad. A good place to start is to think about the type of search terms people might use when they need your services. The obvious one is “mold removal in [location]”. But try to delve deeper into the mindset of your audience and think about search terms people might use to find the services that you provide.

Google’s free keyword planner can help you zero in on the right terms.

A quick sidenote about negative keywords

A common mistake with Google ad campaigns is failing to specify negative keywords, which prevent your ads from being shown when a search query includes a specified word or phrase.

Why would you want to do that?

Well, it’s all about search intent. The phrase “how to remove mold from a book” includes keywords that could easily trigger your campaign (“remove mold”). But clearly the search intent has no signal that your services are needed.

Remember: with Google Ads, you pay whenever your ad is clicked. Specifying negative keywords prevents losing budget if someone clicks your ad for a search query that has no conversion intent.

Before you write, get your mindset right

Your ad has a second or two to grab your reader. And it’s your words that must do the heavy lifting. So before you begin crafting your ad messaging, put yourself in the position of your potential customers.

Google gives you the option to submit multiple copy variants for the headline and description assets of your ad. That’s an opportunity you should take. Google will performance test different copy combinations and preferentially serve the ad variants that have the best chance of getting results. 

5. Make sure your sales funnel is slick

Your ad is just the start. It’s what happens after you’ve attracted that first click that makes a difference – otherwise you’re throwing your ad budget down the drain.

Make sure each point in the onward customer journey is geared towards encouraging your new lead to become a customer.

And that starts with…

6. Conversion-focused landing pages

Google rewards relevance. Each of your campaigns should point to a landing page that’s set up to show how your business provides a specific answer to a specific problem.

Landing pages are something of a science in their own right. But here are some quick tips.

1. Highly relevant, highly targeted

You should create a unique landing page for each of your ad campaigns. Each of them relevant to the ad that your new lead clicked – demonstrating quickly how you provide the answer to their problem.

2. Capture audience data, begin the marketing conversation

In marketing terms, the primary goal of your landing page is to capture audience contact data. That way you can follow up with your leads and begin the marketing conversation.

You can do that with a short form that prompts your reader to leave details about their mold problem so you can get in touch with a quote.

Consider questions such as:

·   Is the building commercial or residential?

·   Where in the building is the problem?

·   What is the zip code of the property?

·   How extensive is the damage?

3. Mobile optimised

Your visitors will most likely be browsing on their phone. Make sure your landing page is designed mobile first.

4. Outline the process

Your leads are more likely to convert when they can easily visualise what it’s like to work with you. Your landing page should set their expectations, explaining each part of the process and giving a guide about timeframes.

5. Provide an option to call

Some people prefer doing things over the phone – especially when it’s urgent. Your landing page should emphasise that your leads can speak to an adviser over the phone. However, consider revealing your phone number only when your prospect has completed the form on your landing page. That way, if you miss their call you can still follow up later.

6. Include trust signals

A good landing page should work to verify your credibility as an expert. Consider trust signals such as customer testimonials, membership of any relevant industry or regulatory bodies, awards and certifications, the number of projects you have completed or years of experience. It’s all about establishing your credentials.

7. Follow up quickly

Once someone has accepted they need a mold removal service, they want action fast. You have to follow up with new leads as quickly as possible – ideally within minutes of them completing a form on your landing page.  

Remember, it’s likely your prospect will also be seeking quotes from your competitors. And they will likely contract the first business that provides them with a reasonable quote.

Don’t miss your opportunity.

8. Consider display ads or Facebook ads for retargeting

Let’s say someone hits your landing page – or any other page on your website – but doesn’t get in touch. Not great. But the fact they have engaged with your website or pay per click ads is a strong signal that they might need your services.

You can reach out to these leads and remind them of your services with display ads via the Google Display Network, which allows you to serve ads across more than two million websites. And yes, you can target only people who have visited your website and not got in touch.

You can also do the same thing with Facebook (if you have Facebook Pixel tracking set up correctly).

It’s called retargeting. And it can be super effective when used strategically.

>> Getting results from Google display ads for lead generation
>> Why Facebook Conversions API is so crucial for advertisers

9. Get the right tracking in place

If you’re serious about driving big revenue from Google Ads, you need to become a little data obsessed – diving into your ad performance data and finding trends in what’s working and what isn’t. That way you can double down on ad performance and optimise your results over time. 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.

10. Work with an expert

You don’t need be a bona fide marketing maven to get results with Google Ads. But it’s also easy to waste a lot of time and money while you’re finding your way around. Working with an expert – like Adbetter – can help to make sure your campaigns are compelling, set up correctly and conversion-focused from the outset.

Transformative pay per click campaigns? Right this way.

You have big ambitions for your business. But you’re also low on time to drive the marketing that could bring those ambitions closer.

Let us take care of transformative pay per click campaigns. We may even be able to cover your ad budget. So you can sit back, skip the experiments and jump straight to the part where a steady stream of fresh leads is hitting your website and getting in touch.

Contact us to set up a discovery call. Or take a look at the results we’re getting for our current clients.