In today’s digital age, having a strong online presence is crucial for any business, and plumbing is no exception. If you’re looking to grow your plumbing business and attract more local customers, Google Ads can be an incredibly effective tool. This guide will walk you through the basics of setting up and optimising Google Ads campaigns specifically for plumbers.
Why Google Ads Matter for Plumbers
Google Ads, formerly known as Google AdWords, is one of the most powerful online advertising platforms available. It allows you to display your ads on Google search results pages, targeting customers who are actively searching for plumbing services in your area. Unlike traditional advertising methods, Google Ads offers precise targeting, measurable results, and the ability to control your budget with ease.
For a plumbing business, Google Ads is especially beneficial because it connects you with potential customers right when they need your services. Whether they have a burst pipe, need a boiler service, or require emergency plumbing, your ad can appear at the top of their search results, increasing the likelihood they’ll choose your business over competitors.
Step-by-Step Guide to Setting Up Your First Google Ads Campaign
1. Create a Google Ads Account
To get started, head over to ads.google.com and sign up for an account. You’ll need a Google account to do this, so if you don’t have one, create it first. Once signed in, Google Ads will guide you through the process of setting up your first campaign.
2. Define Your Campaign Goals
Before diving into the campaign setup, it’s important to define what you want to achieve. Are you looking to increase phone calls, get more website visits, or perhaps drive foot traffic to your plumbing business? Setting clear goals will help you measure the success of your campaign and make adjustments as needed.
3. Choose the Right Campaign Type
For plumbing businesses, the Search Network campaign type is usually the most effective. This type of campaign displays your ads on Google search results when users enter relevant keywords. You might also consider using Local Services Ads if available in your area, as they are designed specifically for local businesses like plumbing services.
4. Set Your Budget
One of the advantages of Google Ads is that you have complete control over your budget. Start by setting a daily budget that you’re comfortable with. Google will never spend more than your daily limit, giving you peace of mind. For plumbing businesses, it’s wise to start small, monitor performance, and adjust the budget as you gain insights into what works.
5. Select Your Target Audience
To get the most out of your budget, it’s crucial to target the right audience. For a plumbing business, focus on local targeting. You can specify geographic locations where you want your ads to appear, ensuring that only potential customers within your service area see your ads.
Additionally, consider using demographic targeting to reach homeowners or property managers, who are more likely to require plumbing services.
6. Perform Keyword Research
Keywords are the backbone of your Google Ads campaign. These are the words or phrases potential customers might use when searching for plumbing services. Use Google’s Keyword Planner tool to find relevant keywords for your business. Aim for a mix of high-intent keywords such as “emergency plumber near me,” “boiler repair,” and “24/7 plumber.”
Also, don’t forget to include negative keywords—these are terms you want to exclude from triggering your ads. For example, if you don’t offer DIY plumbing advice, you might want to add “DIY plumbing” as a negative keyword.
7. Write Compelling Ad Copy
Your ad copy is what will convince users to click on your ad instead of your competitor’s. Keep it concise, clear, and relevant. Highlight your unique selling points, such as 24/7 availability, free estimates, or guaranteed work.
Here’s a basic template to get you started:
- Headline 1: Emergency Plumber in [Your Town]
- Headline 2: Available 24/7 – Call Now!
- Description: Fast, Reliable Plumbing Services. Free Quotes & No Call-Out Fees. Licensed & Insured.
Remember, you only have a limited amount of space, so make every word count!
8. Set Up Ad Extensions
Ad extensions can increase your ad’s visibility and improve click-through rates. For plumbing businesses, useful extensions might include:
- Call Extensions: Allows users to call you directly from the ad.
- Location Extensions: Displays your business address, helping customers know you’re local.
- Sitelink Extensions: Directs users to specific pages on your website, such as ‘Emergency Services’ or ‘Contact Us’.
9. Launch Your Campaign and Monitor Performance
Once your ads are ready, it’s time to launch your campaign. But the work doesn’t stop there. Regularly monitor your campaign’s performance using Google Ads’ reporting tools. Pay attention to key metrics like Click-Through Rate (CTR), Cost-Per-Click (CPC), and conversion rates. This data will help you understand what’s working and where there’s room for improvement.
Tips for Optimising Your Google Ads Campaign
- Test Different Ad Variations: Don’t settle on just one ad copy. Create multiple variations and test which performs best.
- Adjust Bids Based on Performance: If certain keywords are converting well, consider increasing your bids on those keywords to get more clicks.
- Use Remarketing: Reach users who have previously visited your website but didn’t convert by showing them targeted ads across the web.
Conclusion
Google Ads offers a powerful way for plumbing businesses to reach new customers and grow their client base. By following the steps outlined in this guide, you’ll be well on your way to setting up a successful campaign that drives more leads and increases revenue for your business.
If you’re looking for expert help to manage and optimise your Google Ads campaigns, feel free to reach out to us at Matt James PPC. We specialise in helping businesses like yours thrive online!