Tag Archives: Google Ads

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Google Ads Best Practices for 2022 (w/Tips + Suggestions)

Plumbing Google Ads Best Practices

Google Ads for plumbers is one of the best ways to grow your business online. But, first, plumbing companies must understand the pros and cons of utilizing ads on Google and implementing them for optimal results. This easy-to-follow guide from Plumbing Webmasters will help you get results.

What are Google Ads for Plumbers?

Google Ads refers to Google’s advertising platform along with specific ads run on the SERPs. Advertisers bid to show ads for services, products, and videos to relevant searchers. In addition to appearing on search results, Google Ads can also appear on display networks, including mobile apps. 

Plumber Near Me Google Ads

Why Plumbers Should Use Google Ads

Consumers use Google to find plumbing services all the time. Appearing on advertisements for relevant searchers can get you new customers and produce consistent leads. While you can also get customers from Google using SEO, the process takes longer and requires more patience than advertising.

Creating a Google Ads Account

It’s simple to set up a Google Ads account. First, select Start Now in the top right and log in to your Gmail account if you haven’t already. Next, Google prompts you to choose your main advertising goal, which you can do so based on your preference. From there, navigate to the bottom of the page and select Switch To Expert Mode.

After entering the expert mode, Google brings you to another page that prompts you to set goals. Choose Create a Campaign Without Goals which gives you complete control over your campaign. Finally, choose Search for campaign type, which prompts you to select your ideal results. As a plumber, you should pick Phone Calls and Website Visits.

General Settings

Once you select Continue, you come to the general settings area. Enter your campaign name and uncheck Display Network and Search Network

Of course, you can keep both of these checked if you have a massive budget, but otherwise, you should focus only on Google SERP ads. For context, keeping these items checked will push your ads to other search engines along with other areas of the internet. Of course, you can always go back and recheck them later.

Audience Targeting

Next, you must configure audience, location, and languages. Your language will typically be English or Spanish, while your location should be your service area. For the audience, choose Observation which allows you to add different audiences.

Budget

Google Ads allows you to set a daily budget which should cap at the most you’re willing to spend in a single day. Consider anywhere from $20-$100, depending on your size and resources. Next, choose Clicks as your bidding focus and check the option to set a maximum cost per click bid limit. Failure to check that box results in Google automating your budget.

Ad Extensions

For ad extensions, make sure you add your plumbing company website URL as a site link along with your business phone number. You can also add extensions by the group level later.

Ad Groups

Ad groups are sets of related ads that will appear in relevant searches. They consist of URLs, headlines, and descriptions. For example, your plumbing services ad group may include faucet repair and sewer line repair. Google will also recommend additional keywords which you can choose to add or not.

URLs

Make sure you add a secure URL with an SSL certificate to prevent drop-outs from the non-secure warning prompt. The Final URL represents the exact web address for your landing page, while the Display URL shows the URL however you wish to display it. Sometimes, your landing page won’t have an appealing URL, so you can make it look better in the Display URL. Either way, ensure the landing page is relevant to the ad.

Headlines

Google recommends doing three headlines per ad, at minimum. Headlines allow for 30 characters maximum, so you’ll have to get creative with word sequences. Of course, inserting keywords is ideal, but many plumbers also include pricing to grab the user’s attention. Your headlines look better when capitalizing the first letter of each word, a method known as Title Case.

Descriptions

Google recommends a minimum of two descriptions which often include words about your experience and clients. The goal is to build trust with prospects immediately and cement your authority within the plumbing industry.

Measurements & Conversions

After your campaign starts, you’ll want to track performance through measurements like CTR, CPC, clicks, and impressions. For your Google Ads campaign to be worthwhile, you’ll have to turn a profit based on total revenue. It’s easy to lose money fast with poorly run ad campaigns, so measurement is critical to your success.

Setting Up Tracking

Select Tools & Settings followed by Conversions, at which point it prompts you to answer which types of conversions you want to target. Again, you should select Website in the majority of cases. 

Keywords

Plumbers can add new keywords from the campaign homepage by scrolling down to Summary and selecting Keywords. Google will recommend additional keywords to use as well.

Exact Match Keywords

Exact match keywords show up when users type any of your set keywords. You can use brackets to signal that your keywords are an exact match, so they appear whenever a searcher types the exact term or phrase. 

Negative Keywords

Negative terms allow plumbing companies to hide their ads for specific queries like diy plumbing, which helps maximize an ad budget by eliminating irrelevant users and non-consumers. Unfortunately, anyone looking for diy plumbing info won’t buy your services and therefore is a waste of your time.

Other AdWords Considerations for Plumbing Companies

Optimizing Landing Pages

Landing pages are the destination page for users who click through your ad, making them vital to high conversion rates and overall success. Unfortunately, many plumbing companies lazily send users to their website homepage for ads that talk about specific services. The result is lower conversions for your company and headaches for the user. Ensure each landing page ideally lines up with the ad copay for your campaign.

Connecting Google Ads to Google Business Profile

As you likely know from your own experience on Google, the Local 3 Pack is one of the essential spots for a plumber to show up. This Map Pack pulls the top Google Business Profiles in the area and showcases them to nearby searchers. Plumbing listings primarily earn map rankings through organic optimization, but there is now an advertisement spot within the Local 3 Pack (Local Service Ads). LSAs change the definition of the 3 Pack since it can now be four, but it is another opportunity for your plumbing company to generate clicks for its business. Connecting your GBP and Ads accounts won’t guarantee your spot on the Map Pack, but it will undoubtedly increase your chances.

Paying for Branded Clicks (Plumbing Company Name)

PPC management services are infamous for their trickery. Many of them lure clients in by promising them lots of clicks. When it comes time to report on these clicks, the numbers seem to validate their original claims. The problem is that these clicks are virtually worthless to the client. One such trick used is the PPC’ing of one’s own company name. These clicks are dirt cheap and therefore drive down the global CPC for your campaign but what your manager doesn’t tell you is those clicks would’ve come to your website anyway through organic. They are waste of time, money, and resources, and are only there to manipulate reporting numbers. 

Final Thoughts From Plumbing Webmasters

Google Ads can be highly effective for plumbers. Creating a successful ad starts with following Google’s criteria for advertisements and targeting the correct keywords and demographics. Not all ads are the same on Google. Some have sitelink extensions and calls to action, while others are simple text lines without much depth. The highest bidding advertiser is not always the one whose ad will show up first. Google takes several things into account, including the ad’s quality, which they measure through their metric called Quality Score.

Posted: | Updated: Jan 24, 2022 | Categories: PPC
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  • contractors of america best digital agency

13 (Useful + Innovative) Plumbing Advertising Ideas for 2022

Plumbing Advertising Ideas

Key Plumbing Advertising Takeaways

  • Run Ads on Google, Facebook, and YouTube
  • Utilize Remarketing and Pixel Tracking
  • Enhance Ad Influence with SEO
  • Start a Podcast
  • Try Local Service Ads (LSA)

What is Plumbing Advertising?

Plumbing advertising produces advertisements for commercial or residential plumbing services or products. An ad is a promotional notice or announcement in a public forum. In 2022, advertising can encompass various promotional materials, including PPC ads, website banners, and Google Profile posts. 

1) Google Ads

Once known as Google AdWords, the now named Google Ads is still one of the most effective ways to advertise your plumbing business online. Because it can be expensive and requires a level of expertise to maximize correctly, some have grown frustrated with it as a platform.

Google Search Plumbing Ads

Adequately targeted ad campaigns with an eye toward demographics, budgeting, and ROI can help plumbers win big with Google Ads. Depending on what city you are looking to target for plumbing jobs, Google Ads may be less expensive than you think. In any case, make sure you hire a Google Ads certified manager.

2) Facebook Ads

An estimated 63% of American adults use Facebook. With so many users online, the $10,000 businesses spend on ads each year makes sense. While plumbers shouldn’t spend nearly that much, strategic Facebook advertising can produce substantial ROI in 2022.

Facebook Mobile View

Like Google Ads, competent Facebook advertising results in significant gains for plumbers. Partnering with an advertising expert can help separate your company from competitors, who are generally throwing stuff at the wall to see what sticks.  

3) YouTube Ads

Like Google and Facebook Ads, YouTube ads can target specific demographics. As the number one platform for streaming video, YouTube is unsurprisingly a highly frequented domain. Investing in plumbing ads on YouTube can ensure that video watchers in your target area see your company’s promotions on relevant videos.

Display Ad on YouTube

While the ROI is typically less significant than that gained through Facebook and Google, it is still enough to pursue the venture with open eyes. Creating a channel for your brand and even posting video content can enhance your ability to advertise on YouTube. 

4) NextDoor Ads

NextDoor is a popular community platform for neighbors to discuss service providers, among other things. Infiltrating a community-based social scene can pay dividends for plumbers. NextDoor offers simple advertising measures to select specific neighborhoods. The platform provides ad-building tools and an Insights Dashboard to help plumbers and their marketing teams track performance in 2022.

5) Facebook Pixel Tracking

Americans spend more time on Facebook than they do eating. Most U.S. residents check Facebook 15 times per day on average. Facebook pixel tracking allows your website to advertise to users who’ve already visited your site as they browse Facebook.

When they visit your domain, they store cookies in their browser (Chrome, Firefox, Safari, etc.) and follow them to their favorite social media platform. Pixel tracking improves conversion rates from around 3% to 15%. Best of all, pixel tracking is relatively inexpensive but highly effective.

6) Google Remarketing Ads

Like Facebook, Google allows advertisers to track and then follow visitors off their websites. Remarketing ads from Google are the same fundamental concept as Facebook pixel tracking and are even less expensive. Why? Because Google doesn’t charge a fee until the remarketed ad gets clicked on. Remarketed ads appear on all kinds of platforms in Google’s display network.

It could be anything from Accuweather to a tutorial blog post. Let’s say that a potential customer thinks they can fix the plumbing job themself but then finds your ad on the how-to manual. They might reconsider.

7) Search Engine Optimization

Plumbers often think of SEO as separate from advertising methods like PPC. While search engine optimization is a vastly different strategy, its ultimate goal is promotion.

The Webmasters Showing Up as a Top SEO Service Company

Ranking on organic search results is an advertising form that requires expertise and know-how. Plumber SEO provides tremendous long-term results for plumbing companies and costs far less than a PPC campaign.

8) Plumbing Websites

Nothing provides better long-term promotion than plumbing websites. Web design is essential for conversion and personalization since campaigns don’t end until a visitor converts into a customer. Design goes a long way towards making that happen. From a clean codebase and pertinent calls to action, design elements can close the deal on behalf of plumbing companies.

Website Service Page Example

Web design also ties in with SEO to help generate more leads, which makes it even more potent from an advertising standpoint. Aesthetics are a big part of trust-building, so make sure your website is visually appealing.

9) Content Marketing

Promoting plumbing services is not possible without quality content. Plumbers can market content on a multitude of different platforms and in various mediums. For example, videos are content and blog posts, and service pages. Google lists its quality guidelines and calls for unique, valuable, and engaging content to separate your website from others.

Quality content is engaging, unique, and valuable.

Prospective clients are not looking for a novel about pipe repair, but they would like to know the specifics about why your services are worth something to them and how they display proper convenience. 

10) Google Business Profile (Local Map Pack)

Your Google Business Profile is your most important citation and essentially serves as your Google homepage. It is as close to as valuable as your primary website as any other branded web entity. For this reason, the GBP listing should be completely optimized.

Plumber Google My Business Listing

Be sure to include original images, Google posts, and Q&A sections with informative answers. Don’t forget about the hours of operation. When customers leave reviews, be sure to respond to these reviews and do so professionally. Potential clients will want to see that you take a complaint seriously.

11) Business Citations

Plumbers can list their business on several directories on the internet. These listings are known as NAP citations and should include important information like company name, address, and phone number. Google scans this info in the aggregate, meaning consistency and uniformity are essential.

Off Site Citation Example

Sure, you can also get calls off of these listings, but their real impact for promotion is that they collectively drive up your brand recognition and improve search rank. Yelp, HomeAdvisor, and Angie’s List are three of the most important directories for plumbing companies.

12) Podcasts

Plumbers can advertise through podcast episodes. You might think of podcasting as something for celebrities, but that is not the case. Many “regular” people start podcasts and generate a significant following. The reality is that consumers want to be able to relate to the podcast host.

Alternative Review Signals Plumbing Podcast Cover

People interested in plumbing will be interested in episodes about specific plumbing services. These podcasts can also improve your web presence, social media signals, and overall SEO. Scope inspections make for an excellent topic to discuss through podcast or video.

 13) Local Services Ads

Local Services Ads allow plumbers to advertise on Google’s Local Map Pack, separately from the organic algorithm. LSAs are pay per lead instead of pay per click, meaning plumbers don’t get charged for each click. In addition to local search results, LSA ads also command voice searches.

Any plumber hoping to invest in Local Services Ads must sign up for Google Guaranteed, which performs background and insurance checks.

Best Advertising for Plumbers

At HVAC-Plumber SEO Webmasters, creating an effective plumber ad is what we do best. With decades worth of experience and data, our system helps create high-quality plumbing leads for contractors throughout the United States. Our in-house Local SEO software helps plumbers manage their reputation and rank throughout multiple cities in their service areas. We hope to work with your plumbing company in 2022 and beyond.

Posted: | Updated: Sep 1, 2022 | Categories: Advertising