- Likely buying interest (pools and saunas or affinity > home bahamas mobile database decor enthusiasts or demographics > homeowner).
- Or, a custom audience targeting users who have recently visited a remodeling services website or have recently searched for remodeling services.
Another option for display campaigns can be to target ads to we joe brown vice president of marketing-sales bsites based on their content – such as various relevant topics-picked placements on relevant websites for specific home services.
Video campaigns have very similar targeting options to content campaigns
Google Ads also offers a basic video creator in its platform, or you can hire your own video creator for various budgets.
For example, Performance Max and Demand Gen offer very broad options and use more automation signals. But they don’t provide as much data and don’t have as much control. Unless you have a really tight budget, it might be more useful to experiment with one or two campaigns that directly target all stages of the sales funnel, or run them alongside other c uk data ampaigns.
This method of promotion is ideal for long-term sales cycles with high-cost services, such as renovations or construction of single-family homes, but is not recommended for shorter sales cycles (such as a one-time cleaning before Christmas).
Bidding strategy
If you have a new ad account or just a smaller budget, we recommend trying manual CPC bidding until your account has built up some conversion history. This strategy will allow you to slowly adjust your bids up and down and see the impact on potential customers. Automatic bidding only works well if it has more conversion data.
For short sales cycles
Bidding will be for maximum conversions or a target CPA. Campaign goals will be the same as those you set for form fills and phone calls, such as booking an appointment. This will ensure that your bidding strategy focuses on maximizing online appointments or calls rather than visits to your contact page or getting directions. In this regard, there are more options for potential customers to find and book your home service. But PPC allows for more control.
To filter out inappropriate leads, set a mini
mum call length in Google Ads before they count as conversions. This will help the automation not count things like hangups or people calling for work.
Call Tracking Metrics or CallRail allow you to count minimum call durations as conversions. Simply connect your CRM to Google Analytics and you’ll get a long-term quality control check for your home service leads.
Then set up another goal for calls that convert to appointments. Then import this goal into Microsoft Ads, Google Ads, or Facebook Ads as an offline conversion.
If a call converts to a meeting, you can then m
ark it in a home services CRM like Housecall Pro, ServiceTitan, or Workiz, and then export it back to Call Tracking Metrics or Google Analytics.
Most systems can mark a lead as a value-added sale/appointment.
If you want to make sure that the sale/appointment is being tracked back to Google Analytics, Microsoft Ads, Google Ads, Facebook Ads, and other advertising platforms so you can see which leads are converting into appointments, use this example from the “Call Tracking” metric to show how you can mark a phone call as a conversion and even add a sales amount to it.
For smaller companies that don’t have the budget for a large CRM, it is possible to do this manually and check the quality of phone calls or listen to call recordings.
Why is tracking lead quality crucial?
Knowing which leads are high-quality is essential for automated bidding. Otherwise, PPC ad campaigns can further optimize for three-second phone calls as more and more come from ads.
For long sales cycles
For long sales cycles, the same approach can be used, but you can also have automated bidding campaigns with a micro-conversion goal.
At the top of the funnel, people may not want a quote or an appointment to book a bathroom remodel, for example.
Keep tracking both conversions. But moreFor example, a display network campaign might target: than one option can help you get more leads. In this case, microconversions can help. You can track the small steps your customers take, such as: