Google Ads for Home Service Businesses: 4 Key to Success!
By: Clay Stevens
Tags: Construction Industry, Home Services, Marketing, Marketing Strategies, Home Improvement

If you are a home service business owner that wants to grow your business beyond just you and maybe another person or two to have a business that dominates your niche then you probably know that you can’t rely completely on referrals to be able to grow. You need to market yourself.

And one of the best places to market yourself to consistently get new leads is Google ads (formerly Google Adwords). However, you need to have the right strategy before you build a campaign. Otherwise, you are setting yourself up to fail and the campaign will never get you the results that are possible.

To be successful withGoogle Ads, you need to think about a few things and use them to craft a planned out and intentional campaign rather than the half put together ones that I so often see fail.

To make sure that you are set up for success and have an exact roadmap to be able to do this, I have listed out what you need to have below!

You Need a Unique Offer. Stop with the free estimates.

Instead of a free estimate, think about who your perfect customer is, why they are reaching out to you and why they are looking for the services you provide.

Are you a luxury service (home/kitchen/bathroom remodels, ornamental iron, cabinetry installation, landscapers, etc…) or are you a reactive/preventative service (plumbers, wood fences, electrician, lawn care, carpet cleaning, etc..)?

Depending on which of these you are will dictate what kind of offer you should use instead of a free estimate.

If you are a luxury service:

You should offer a consultation of some sort (this still allows you the ability to talk price with them but comes with a higher perceived value and is less of a perceived sales pitch for the consumer.) The most used and applicable example is a design consultation, where you sit down and talk through their design with them.

If you have a reactive/preventative service:

You should offer an inspection based on your prospects fears and that is a problem that your services can solve. Some examples of this are dog escape inspections, carpet inspections/audits, black mold inspections, etc…

You need to know your audience, their pain point and why they are working with you and craft an offer around that.

This will differentiate you from your competition, intrigue people to click on your ad and will sound like less of a sales pitch to your prospects, making them more likely to take action.

2. Don’t direct people to your home page, use service-specific landing pages

Instead of just putting an ad up, sending people to your home page and expecting them to want to work with you, you need to be sending people to a page that is as specific to the exact service they are after as possible.

These pages need to talk about the specific service they are looking for, address their fears, work to build trust, give an awesome offer and have a number for them to call AND a form for them to fill out so that they can get in contact with you whichever way they would like.

3. Make your campaign as specific as possible.

Your ads, keyword choices, landing pages, and offers need to be service specific, and product type specific.

Instead of “general contractor” you should make campaigns around the specific services you offer such as “bathroom remodel” or “kitchen remodels” and create ads, pages and offers around those specific services.

If you have a number of services and don’t have the time, money or energy to put together campaigns for each then choose just 1–3 services you offer that are the most profitable and enjoyable for you and then create campaigns around those.

These will be your most effective and lucrative campaigns and once you have those setup and ready to roll, then you can build campaigns around the other services you offer if you even still want to to do that at that point!

4. Address your customers pain points/effective copy

Lastly, before writing a single ad or creating any landing pages, really think about why people are looking for your services, what questions they may have, what things they may fear and how you can build trust with them.

Talk about everything from the perspective of how this service and your business can take them from where they are to where they want to be.

A couple of questions to ask yourself before writing anything out are:

What are your perfect prospects biggest fears? What is a dream come true result for them? What is motivating them to take action? What are their top 3 burning questions that you can answer? What first step would be most interesting to them? That would serve their self interests the most and allow them to ultimately make a decision more confidently? (Remember: a confident, educated decision is made quickly.)

I hope this helps with your overall campaign strategy and sets you up for success with Google Ads!

Want to have a campaign custom built for you and run for a week for FREE to see the results you could be getting?

Just email clay@onelistmedia.com to get the details!