Google Ads for pool service businesses make it possible to quickly grow your business with a steady flow of new clients, a well-established online presence, and an expanded reach.
The best Google Ads for pool service businesses have the power to untap:
Remember, the main distinguishing feature between Google Ads and social media ads is that Google Ads touch leads who are actively searching for a solution.
Whereas, social media ads touch leads who aren’t necessarily seeking a solution. As a result, they’re generally considered more intrusive.
In other words, social media ads force your business to put in a bit of additional effort in convincing clients of two things:
Alternatively, Google Ads allow you to skip the first step in convincing clients they have a problem. Which means, all you have to do is convince them your business is the solution.
Even though social media ads hold large possibilities for results, Google Ads tend to be faster and more effective. After all, you’re reaching higher quality leads.
Although, Google Ads have a tendency of being higher cost and more difficult to navigate the additional setup and background knowledge required.
In turn, many businesses unlock the full power of Google Ads for pool service businesses.
Simplify the process of creating Google Ads for pool service businesses by taking advantage of this complete guide.
Eliminate intimidation by equipping yourself with everything you need to know in this article. Explore how to maximize spending and untap the most lucrative Google Ads features.
Opposite to everyday brick-and-mortar businesses where clients come to you, pool service businesses are unique in that you are coming to your clients.
Which means, it’s important to choose specific neighborhoods and set areas to target so that you can condense routes as much as possible.
Keep in mind, areas with higher population tend to get results faster. However, these highly populated areas have higher competition leading to increased CPC (i.e. Cost Per Click).
If you can, try to choose areas with the best balance between the highest population and the lowest competition.
Ideally, you’ll want to avoid targeting low populated areas due to the longer amount of time it takes to see results.
Also, low populated areas don’t allow for as much insight, which helps with ads optimization.
It’s best to wait until you have a better grasp on Google Ads before setting your Google Ads spend.
Then, you can set your ads spend budget for new lead conversions once you’ve developed a fundamental understanding of Google Ads.
While it’s important to stay on-budget, know that you can’t run effective Google Ads for as little as $5 a day (like you can with social media ads).
After all, these higher quality leads who are actively seeking solutions to their problems come at a higher cost.
As always, it’s critical to find the perfect balance between staying within your budget and spending just enough to see a decent ROI.
On average, businesses make $2 for every $1 they spend on Google Ads.
Though, the average CPC for field service businesses widely varies based on your location, population, and more.
However, you can always check Google Ads to see how much specific target keywords cost in your area.
In order to avoid losing leads, you’ll need to begin a lead followup process.
For example, if your website or landing page’s main CTA (i.e. Call-to-Action) has all leads call for a free estimate, then an assistant will need to answer the phone.
By the way, you can quickly complete estimates from anywhere (even over the phone) with Service Autopilot.
Here’s a basic overview of how Google Ads work:
The symbols near the search terms indicate the keyword match type Google uses to determine which ads show up.
Take a look at a quick summary of each match type:
Keyword: +pool services +dallas
Broad match modified only shows ads when “pool services” and “dallas” appear in the search term.
In other words, Google will only show ads when these keywords (or something close) appear in the search box.
Keyword: pool services dallas
Keywords without a symbol are known as broad match keywords. Simply put, ads will appear when anything related to pool services in Dallas is searched.
Keep in mind, you’ll only be able to create four ads with broad match.
This is because broach match types randomly show ads to anyone searching for anything even remotely related to the search term.
As a result, broad match has a tendency of diluting and taking away from the desired message. Due to this, I don’t recommend using the broad match type.
Even so, if you still decide to use broad match, remember that it might decrease your CTR’s (i.e. Click Through Rate) and overall ads performance.
Keyword: “pool services”
Phrase match means Google Ads will appear whenever the phrase is searched in the listed order. Although, additional words can be included before and after the phrase.
Even though slight variations are allowed, it’s not as loose as broad match.
Keyword: [pool services in dallas]
An exact match type means Google Ads will only appear when the exact phrase is searched. Though, Google has recently allowed for minor exceptions to this.
For example, if you were to use the same phrase as in the above example, then your ads will still appear when “pool services dallas” or “pool services by dallas” is searched.
The best way to ensure you’re targeting the right audience is to choose the right keywords to reach them. Then, right ads with the target audience in mind.
In order to see the best results, it’s best to only use broad match modified, phrase match, and exact match.
Write out a list of the main services your business offers. Next, choose which ones to promote in Google. Then, list the subcategories of each service.
For example:
Next, write out a list of the most common services you don’t offer. We’ll use this later on to create a list of negative keywords so your ads won’t appear in the wrong searches.
For instance, if you don’t offer pool installation, then you wouldn’t want your ads appearing in that search result.
To start, use Google’s search engine to do keyword research. Input your services into the search bar and take a look at Google’s dropdown of suggested related keywords.
These suggested keywords can then be used to drive your research in discovering which terms are most and least effective. Alternatively, this works for negative keywords too.
Then, use Google Keyword Planner to research each keyword’s volume, competition, ads spend, and more.
Plus, this free tool will provide alternate keyword suggestions to better guide you.
However, don’t overly focus on keyword volume. After all, your ads are likely on a local level with a lower population where volume doesn’t apply as much.
The primary focus here is on keyword categories, which can help you categorize your keywords into groups for ad development.
Then, test to see if any ads outperform others. Also, don’t forget to consider search intent to make sure your keywords are only targeting those actively looking for pool maintenance.
For instance:
Properly manage and organize your account in order to optimize and improve ad performance.
Stretch spending further with your account setup by creating high level categories of your services. Next, create a Google Ads campaign for each one.
Then, split each of these high level keyword categories into different ad groups.
Alternatively, you can level up your campaigns even more by breaking these categories into match types. Later on, this will help with split testing to better track performance.
Finally, create ads for each of those specific keywords and include it in the search term.
As a result, including search terms in your Google Ads can help increase relevance and CTR’s. Therefore, this helps lower CPC.
Use radius targeting to split up campaigns by location.
Even though you don’t have to split up every city in this way, it does help to split campaigns by granularization. In turn, this builds data in your account.
Plus, splitting up campaigns by location helps to pinpoint where conversions are originating. Likewise, you can find out where you’re getting high clicks and low conversions.
Failing to split campaigns by location prevents you from separating these two factors.
In addition, after a while, you can turn off ads running in underperforming areas and increase bids in other outperforming ones.
In fact, you can also do this with your ads schedule. Simply break ads out into smaller increments and days to discover which times outperform others, and then make adjustments.
Where are you sending your Google Ads campaign traffic? For example, will you send them to your website or landing page?
The main difference between a homepage and a landing page is the navigation bar. A homepage has a navigation bar, whereas a landing page doesn’t.
For this reason, landing pages are great because they have one CTA with no distractions.
However, if you want to save additional time and money, then sending campaign traffic to your website is a viable, lucrative option.
In fact, some businesses create a hybrid between a homepage and landing page by making a clickable navigation bar.
As a result, your homepage won’t seem overly busy to leads, but traffic can still be driven to the necessary parts of your site.
Although, you’ll want to ensure your website is functional and professional in appearance. In addition, be sure it’s mobile AND desktop friendly.
Also, verify there’s a clear CTA on your homepage. Keep in mind, your CTA doesn’t have to be complicated.
For instance, a great CTA could be as simple as, “Call XXX-XXX-XXXX now for a free estimate!”
With a little research, you can find out where the competition is sending their campaign traffic. This brief competitor analysis can help generate ad ideas for your business.
Although, as tempting as it might be, don't click on the competition’s ads since Google Ads are expensive.
To avoid charging the competition for your clicks, right-click on the link, click “copy link address,” and open it up into a new tab.
While you can hurt the competition by clicking on their ads, remember that they can do the same to your pool service business.
Even though you can blacklist IP addresses, it’s best to be courteous in not charging them for your clicks - especially considering they can return the favor in retaliation.
On another note, don’t forget to see where sites like Thumbtack and HomeAdvisor are sending their campaign traffic.
Then, use this information to generate ideas based on their successes.
Anticipating your audience’s needs is one of the easiest ways to ramp up your copywriting skills.
Which means, you need to know what your audience is thinking, feeling, and looking for when seeing your ads.
To start, take a look at lukewarm reviews between 2-4 stars. Generally, these reviews are the least emotional and most objective.
Keep in mind, 1 and 5-star reviews tend to be more emotional and less objective (and at times, fake).
When analyzing the reviews, read between the lines to consider their concerns.
For instance, when a client says, “I don’t like XYZ” what they’re really saying is, “I value XYZ.”
Use this information to explore new ways to set your pool service business apart from the competition.
For example, if a client says they felt unimportant when another business didn’t follow up on their estimate, then you can make clients feel valued by quickly following up after an estimate.
Plus, you can include this unique perspective in your CTA to increase clicks: “Call XXX-XXX-XXXX for fast, free estimates in less than 5 minutes!”
By the way, did you know you can create quick estimates in less than 5 minutes using Service Autopilot?
While few businesses utilize negative keywords, it's an important strategy to use to ensure you’re only paying for good clicks.
Much like we briefly discussed earlier, you can use negative keywords to target leads with the right intent.
For instance, if you’re targeting leads, then you wouldn’t want your ads showing up in hiring or job related search queries.
In addition, if you have a lower ads spend budget, then you’ll want to include the competition as negative keywords too.
Although if you have a higher ads spend budget, then targeting the competition’s keywords can prove quite effective in results.
However, using the competition’s keywords is a gamble, and businesses with smaller ads spend budgets need to maximize every last cent.
By far, one of the best ways to improve ads is by split testing. In order to split test, create two ads with only one variable of difference between them.
For instance, you could create two identical ads with different headlines as your one variable of difference. Then, see which headline performs the best.
Remember, in order to properly perform a split test, you can only change ONE VARIABLE. This allows you to directly relate a set variable to a specific outcome.
In other words, if you change more than one variable, then you don’t know which variable caused the outcome.
Did you know Google offers better bids when you use different Google Ads formats?
In turn, you can save more money, maximize spending, and Google will place the ad higher in the search results.
Also, since adding multiple ads formats makes the ad larger, you’ll likely increase your CTR.
Take a look at these Google Ads formats you should consider trying:
The concept here is simple: Whatever is being measured also needs to be managed.
Which means, you can’t measure ad performance if conversion tracking isn’t set up. Therefore, defeating the purpose and appeal of Google Ads.
Take a look at a few various types of conversion tracking to consider measuring:
Plus, you can even use call tracking software to record and track. Then, you can use the call replays to improve the sales process and the lead quality being funneled in from the ads.
Then, if you’re using an all-in-one pool service software solution, you can save their information for future marketing opportunities and tag them as a Google AdWords lead.
Next, calculate your Google Ads revenue by exporting Google Ads leads. Calculate your ROI by dividing the leads and clients acquired by total monthly spending.
Instant invoicing
Better scheduling
Manage your clients and employees all in one system
While Google Ads can generate immediate results, it’ll likely take several months before you can gather enough data for significant optimization.
Remember, since you’re likely releasing ads on a local level, there’s not as much data to gather so it takes longer to spot trends.
Consider running a Google Ads campaign of this level for 6 months to gather enough data to spot trends and calculate your CPL (i.e. Cost Per Lead).
After the ad has been running for some time, you’ll ideally see your conversion rate hold steady and your CPC (i.e. Cost Per Conversion) decrease over time.
Always remember, the longer an ad runs, the more data that’s being gathered to improve it.
While creating Google Ads for pool service businesses might seem intimidating and overly complex in the beginning, these top strategies will simplify the process.
Now, you have the power to unlock true growth and:
Immediately take advantage of these winning strategies, and begin creating the best Google Ads for pool service businesses today!
Related: Pool Service Marketing: 13 Effective Expert Strategies
Originally published May 5, 2022 7:00 AM
Tags: Featured Post, Marketing
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