How Do I Get More Qualified Roofing Leads using PPC?

1. Optimizing your roofing website

Before you launch your roofing PPC campaign, you have to design and create a stunning landing page that will align with your ads. 

Why?

When your clients click on your PPC ad, your ad attracts them and they are interested in exploring more about your services. 

So, if they click that link and direct them to an unrelated page on your site, the prospect is likely to get disappointed and opt for your competitors instead.

Therefore, a click on a roofing PPC ads shows that your visitor is willing to explore more about your ads, and this is why it's essential to create a landing page that matches the content of your ads. 

Besides this, you also have to consider optimizing your landing page for performance. When a client clicks on the ad, they have to be directed to a page that loads faster or is easy to navigate to reduce the chances of them bouncing back.

So, how do you optimize your website to improve conversion rate?

You can consider implementing the following tips;

• Use clear CTA buttons.
• Use attention-grabbing and persuasive headlines.
• Create a simple and stunning roofing website design with lots of white spaces.
• Use images and videos strategically to improve and retain attention.
• Create simple content that is easy to be understood by using bullets, bold, underline, and visuals.

2. Do Good Research on Your Roofing Keywords & Select Wisely

Sometimes, roofing PPC can be expensive considering that it's charged per click...and not all clicks result in a potential client. 

As a result, keyword research becomes an essential element if you want to establish a successful roofing PPC campaign. 

Without keywords, search engines such as Bing or Google, will not know how and when to display your roofing ads. 

Therefore, you need to research specific keywords appropriate to help you achieve a higher click-through rate, more traffic, and conversions.

So, how do you get the right keywords for your Roofing PPC campaign;

• Research on the keywords your competitors are using.
• Assume you are a property owner looking for roofing services and imagine the keyword you will use to search for the service.
• Use keyword research tools such as Google Keyword Planner, Ahrefs Keywords Explorer, SECockpit, SEMrush, KeywordTool.io and many more.
• Be more specific with your keywords rather than generic.
• Select local keywords.
• Utilize the keyword match types provided by Google Ads.
• Use negative keywords because excluding the keywords that you don’t want to use in your campaign.

3. Create Stunning Landing Pages for Your Roofing PPC Campaign

Is the landing page building crucial to your roofing PPC?

Linking your ad to your website home page might not bring an excellent experience to your prospects. This makes landing pages essential elements when it comes to your roofing PPC marketing.  

Landing pages help to provide exact solutions to what your prospects are looking for. This is why you are recommended to create beautiful landing pages with specific keywords to give in-depth details about your ad content.

So, what are the elements of a stunning landing page that will help in high-conversion?

Here are some tips you need to consider;

• Design a Conversion Focused Landing Page that includes CTAs, e.g. include your phone number at the top right-hand corner with a CTA button to generate inbound phone calls.
• Use Strong Headlines that are relevant to what your prospects are searching for. Strong headlines clearly describe the benefits of your roofing company. It should be relevant to what the prospect is searching for.
• Include Call To Action multiple times throughout the landing page so that you get more people to act.
• Use Image(s) to convey the value of your offer or expertise of your work.
• Use an explainer video. This helps you to increase the conversion rate.

4. Determine the Best Bidding Strategy in line With Your Goals

Google Ads offers several bid strategies that you can use for your roofing service campaigns. 

However, picking the correct strategy will depend on various factors such as; 

• The networks your campaign is targeting.
• Whether you are targeting to focus on conversions, getting clicks, views or impressions.
• Your PPC management experience, budget, and objectives.
• Whether you want to implement manual or automated bidding.

So, what is your goal and which strategy should you consider concerning your goal?

• Do you want your customers to take direct action on your site? If so, smart bidding will help you to focus on conversions.
• Are you aiming to generate more traffic to your website? Then Cost-per-click (CPC) bidding here is ideal for you to focus on clicks.
• And if you want to boost awareness for your brand, You can use cost-per-thousand viewable impressions (vCPM) bidding, which helps you focus on impressions.
• Cost-per-view (CPV) or cost-per-thousand-impressions (CPM) bidding strategy would be ideal if you target running video ads that will help increase views or interactions with your ads. 
• But if your target is to use video ads to boost your product or brand consideration, you can use the cost per view (CPV) strategy.

Just an idea of manual vs smart bidding

Manual bidding gives you control to set a maximum cost-per-click (CPC) you could pay for your roofing keywords. Here, you only pay when a visitor clicks on your ad, not just views it. 

The cons that come with manual bidding, however, includes;

• Time-consuming
• Possible poor outcomes due to not using Google’s plethora of data on user behavior to drive bid calculations
• You need good experience to make the campaigns effective, making it a bit difficult, especially if you are a new user.
• It doesn’t take Google’s algorithm into account, making it difficult to get clients who are most likely to get converted.

On the other hand, smart bidding is a type of automated bid strategy that integrates machine learning to optimize conversion value. It includes target CPA, target ROAS, maximize conversions, maximize conversion value & Enhanced CPC (eCPC). 

This bidding strategy has lots of benefits since it uses machine learning to know the behavior of consumers, giving you more chances of getting qualified leads. It also includes flexible performance controls and transparent performance reporting.

However, smart bidding might result in the loss of your budget control. And since it comes with huge data, it might not reflect your target audience but rather a more broad audience.

5. Write a Killer Roofing Ads Copy that Converts Better

Do you want to write amazing and high-converting paid search ads for your roofing PPC?

Here are some techniques you might consider using;

• Keep your ads brief and straight to the point so that you can grab your prospects within the shortest time possible.
• Get the story directly from your prospects by asking them to complete a new client questionnaire.
• Learn the end mind of your target audience and write an ad copy based on that.
• Include product/service benefits that will make your ad stand out from others.
• Finally, encourage your customers to take action after reading your ad by including CTA buttons.

6. Facebook Ads

Facebook can also be one of the most affordable and effective channels to advertise your Roofing business.

You can use Facebook Ads for roofing to target your audiences from a specific geographic area, including job titles, people who have visited your Facebook page and didn’t convert, offer discounts, and many more ways. 

You can also install Facebook pixel on your roofing website to help you track your visitor’s conversions.