Google Ads is one of the best ways to generate a lot of leads for your local roofing business quickly. In fact, 63.7% of local businesses say that paid search is either “very important” or “somewhat important” to their marketing.
You may wonder, “How much does it cost to generate roofing leads with Google Ads? Is it worth the investment?”
Google Ads is priced like an auction. The going rate depends on your competition. In 2019, we generated roofing leads in volume via Google Ads at $40 to $120 per lead.
Although Google Ads can get competitive, don’t be intimidated by the cost!
When you drive your conversion rate higher and higher, the lead cost goes lower and lower. For example, you can maximize your ROI by using superior targeting, compelling ad copy, and highly relevant landing pages optimized for conversion.
In this article, we’ll explore the benefits of using Google Ads for roofing contractors and how to leverage the advertising platform to attract high-quality traffic that will turn into customers.
Why Use Google Ads To Promote Your Roofing Business
Over the years, Google has taken steps to maximize the performance of Google Ads, which can generate far more leads per day than organic search results (SEO). Combined with a high-converting website that turns visitors into customers, you can increase the ROI and make Google Ads quite affordable.
It’s also easy to get started with Google Ads since you can adjust the ad spend based on your budget. This allows you to adapt your bidding strategy to optimize the resources you have available.
In addition, the leads you get are exclusive – meaning that prospects will call you directly. Unlike a lead generation platform from which you’d purchase “shared leads” (e.g., HomeAdvisor, Thumbtack, CraftJack), the competition is lower and you’re more likely to win the business.
Without the middleman, you keep most of the profits. You can also track your close rate and the effectiveness of your advertising strategy much more easily and gather meaningful metrics to improve results.
The Bonus SEO Benefit Of Using Google Ads
Boosting your website’s SEO is the best long-term strategy for driving low-cost high-quality traffic to your site. However, it often takes 6-12 months to build up your domain’s “SEO juice” if you depend on organic search results alone.
Google Ads can help drive traffic to your website right away while indirectly increasingly your free organic leads. How?
Google’s database keeps track of hundreds of factors on billions of things, including your business. It knows how often people search for your business. It can even gauge how relevant and helpful your website is based on the way users interact with your content and how long they stay on your site.
Google’s algorithm “likes” businesses that people search for, links that they click on, and websites on which they spend time because these are all signals that indicate the relevance and usefulness of a site.
When you use Google Ads to propel your site to the top of search engine results pages (SERPs,) you’ll be attracting more attention. People will see your ad and Google your business directly.
When Google sees that your business is being actively search for, you get “bonus points” that will move your business higher in organic search results. In turn, you’ll get more clicks that signal relevance to Google, so your site will move even higher in rankings. The virtuous cycle continues, helping you dominate the first page of Google.
Showing up multiple times and consistently on search results can also help you build brand awareness. After consumers see your business name a few times, your brand becomes familiar. This helps you build trust and makes people more likely to click on your free organic links that may be lower on the page.
How To Use Google Ads Effectively To Grow Your Roofing Business
Google Ads can get competitive and the cost per lead can be expensive for roofing contractors. In order to maximize profits, you need to generate the highest-quality leads and maximize the conversion rate. Here’s how:
Expand Your Service Area
One reason why Google Ads can be so effective for local service businesses is that it gives you the ability to target a highly-specific local audience that uses high-intent search terms. As a result, you only pay for clicks from searchers located in your area and are most likely to engage the service of a roofing contractor right away.
To increase the number of qualified prospects, expand your service area to cover a larger geographic location. The bigger your market, the more people will see your ad and the more opportunities you can get.
Build a High-Converting Website
What searchers see after they click on your ad can determine if they’d further interact with your business, e.g., by requesting a quote. Your landing page(s) should be optimized so they’re coherent with the ad copy to deliver a consistent user experience that will build trust and increase engagement.
In addition, optimize your entire website for conversion. For example, by making it easy for visitors to get in touch or request a quote. This can help you maximize the ROI for every click and improve your profitability.
There are many moving parts when it comes to building a high-converting website but the good news is that you don’t have to do it all on your own. Many reputable Google Ads services include a conversion-optimized website as part of their packages to help you get the most out of your ad dollars.
Optimize Your Site For Inbound Leads
Consumers don’t want to get calls from pushy salespeople. Instead, they prefer companies that are helpful, listen to their needs, and solve their problems. They also want to have control over how they interact with a business – some of them prefer to call while others want to fill out a web form or send an email.
As such, your website should provide visitors with multiple ways to interact with your business. For instance, by making it easy for visitors to find your contact information, fill out a web form to request a quote, or get in touch using the tap-to-call features on mobile devices.
Work With a PPC Agency
Working with a Pay-Per-Click (PPC) agency can help you get results fast because it has the expertise to quickly optimize your ad campaigns while helping you shorten the learning curve. Not to mention, Google updates its algorithm often and an agency has the resources to continuously adjust your campaigns to achieve the best results.
Look for a PPC agency that understands the roofing industry and has a track record working with roofing contractors. It should also be transparent about your ad spend and how the agency fee structure works – if an agency that doesn’t tell you what its “cut” is, you’d very likely be overpaying.
Achieve Fast Results With Google Ads
To quickly achieve substantial results with Google Ads, you should be ready to spend at least $1,000 every month. You can start lower, but the resulting lead flow will be slower and less consistent.
Also, you need to be willing and ready to maximize the channel by increasing your ad spend as the lead volume increases and the lead costs decrease.
How many new roofing leads do you want in a day? Whether your answer is one, two, five, ten, or twenty, the right Google Ads strategy can make it happen.
Do keep in mind that it may take a few months to gain traction, fine-tune your tactics, and hit your target level – but with a large enough target market, Google Ads can get you as many leads as you can handle and in a fairly short amount of time.