Podcast
Work With Us
Best Practices for ADS
in the Custom Home Building and Remodeling Industry
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The home building and remodeling industry is a competitive market, and it can be challenging to stand out from the crowd. In today's digital age, having an online presence is more important than ever. Two of the most effective ways to reach potential customers online are through Google Ads and Meta Ads (formerly Facebook Ads).
This report will provide a comprehensive guide to best practices for using Google Ads and Meta Ads as a custom home builder and remodeler. It will cover various aspects of these advertising platforms, including targeting options, ad creatives, copywriting, bidding strategies, budget allocation, and tracking and measuring results. By implementing the strategies outlined in this report, you can effectively leverage the power of online advertising to generate leads, increase brand awareness, and ultimately grow your business.
Google Ads Best Practices
Google Ads is a powerful advertising platform that allows you to reach potential customers when they are actively searching for services like yours. By creating targeted ads that appear at the top of search results, you can drive traffic to your website and generate leads. Here are some best practices for using Google Ads as a custom home builder and remodeler:
Choose the Right Objective for Your Campaigns
Before creating your Google Ads campaign, it's essential to define your objective. Do you want to drive traffic to your website, generate leads, or increase sales? Each objective requires a different approach and campaign setup.
Choose the Right Keywords
Keyword research is crucial for the success of your Google Ads campaigns. Identify relevant keywords that potential customers might use when searching for custom home builders or remodelers in your area. Use tools like Google's Keyword Planner to analyze search volume and competition for different keywords. When conducting keyword research, prioritize the use of broad match and exact match keywords. Broad match helps capture user intent based on past searches, while exact match targets specific queries.
Craft Compelling Ad Copy
Your ad copy should be concise, informative, and engaging. Highlight your unique selling propositions (USPs) and the benefits of choosing your company. Use strong calls to action (CTAs) to encourage users to click on your ads. To further entice potential clients, consider offering valuable incentives in your ad copy, such as free estimates or consultations.
Google Ads Best Practices (Continued)
Design Effective Landing Pages
When users click on your ads, they should be directed to a landing page that is optimized for conversions. Ensure your landing pages have a clear message, strong CTAs, and relevant information about your services. It's crucial to ensure that your landing pages are mobile-friendly, as a significant portion of users access websites through their mobile devices.
Set Up Campaigns and Ad Groups
Organize your Google Ads campaigns and ad groups effectively. Structure your campaigns based on your services or target locations. Create ad groups with relevant keywords and ads that align with the campaign's theme. When selecting a campaign type, consider that search campaigns or performance max campaigns are generally most suitable for construction companies aiming to increase visibility and generate leads.
Include Ad Extensions
Enhance your ads with ad extensions, such as site links, callouts, and structured snippets. These extensions provide additional information and make your ads more prominent in search results.
Use Geo-Targeting and Ad Scheduling
Target your ads to specific geographic locations where you offer your services. Use ad scheduling to show your ads during specific times of the day or days of the week when your target audience is most likely to be online.
Regularly Optimize Your Campaigns
Continuous optimization is key to a successful Google Ads campaign. This includes adding negative keywords, adjusting bids, and refining ad copy to ensure ongoing effectiveness and maximize your return on investment.
Targeting Options for Google Ads
Google Ads offers a variety of targeting options that allow you to reach the right audience for your custom home building and remodeling services. Here are some key targeting options to consider:
Location Targeting
Target your ads to specific cities, regions, or even zip codes where you operate. This ensures that your ads are shown to people who are most likely to be interested in your services. When using location targeting, it's crucial to restrict ad delivery to areas where you offer your services to avoid wasted ad spend. For instance, if you only service clients within a 50-mile radius of your business location, ensure your targeting reflects this limitation.
Demographic Targeting
Target your ads based on demographics such as age, gender, and household income. This can help you refine your audience and reach people who are more likely to be in the market for a custom home or remodeling project.
Time and Day Targeting
Show your ads during specific times of the day or days of the week when your target audience is most active online. This can help you optimize your ad spend and reach people when they are most likely to engage with your ads.
Device Targeting
Target your ads to specific devices, such as mobile phones, tablets, or desktops. This allows you to tailor your ad creatives and landing pages to the device being used.
Targeting Options for Google Ads (Continued)
Custom Audience Targeting
Create custom audiences based on your existing customer data or website visitors. This allows you to retarget people who have already shown interest in your services.
Location or Proximity Targeting
Utilize location extensions to show your business location on Google Maps, allowing potential customers to easily find you and get directions. You can also use radius targeting to show ads to people within a specific distance from your business.
Remarketing Lists
Create remarketing lists to re-engage website visitors who have shown interest in your services but haven't converted into leads. By showing targeted ads to these users, you can increase the chances of them returning to your website and taking action.
In-Market Audiences
Target your ads to in-market audiences, which are groups of people who are actively researching or considering purchasing products or services like yours. This can help you reach potential customers who are further down the sales funnel and more likely to convert.
Ad Creatives and Copywriting Best Practices
Effective ad creatives and copywriting are essential for capturing the attention of potential customers and driving conversions. Here are some best practices to consider for both Google Ads and Meta Ads:
Use High-Quality Images and Videos
Visuals play a crucial role in attracting attention and showcasing your work. Use high-quality images and videos of your completed projects or design concepts. Before-and-after pictures can be particularly effective in demonstrating the transformative impact of your services.
Highlight Your USPs
Clearly communicate what sets your company apart from the competition. Emphasize your experience, expertise, and any unique offerings you provide.
Focus on Benefits, Not Just Features
Instead of simply listing the features of your services, focus on the benefits that potential customers will experience. Explain how your services can solve their problems or enhance their lives.
Use Strong Calls to Action
Encourage users to take the desired action, such as visiting your website, requesting a quote, or scheduling a consultation. Use clear and concise CTAs that create a sense of urgency.
Write in a Clear and Concise Style
Avoid technical jargon and complex language. Use simple and easy-to-understand language that resonates with your target audience.
Incorporate the E-E-A-T Principle
Demonstrate your experience, expertise, authoritativeness, and trustworthiness in your ad creatives and copywriting. This can help build credibility and trust with potential customers. For example, showcase your experience by highlighting successful projects, demonstrate your expertise by sharing valuable insights, and build trust by including customer testimonials.
Platform-Specific Best Practices
Google Ads Specific Best Practices
Strong Headlines and Calls to Action: In Google Ads, headlines and CTAs are crucial for attracting attention and encouraging clicks. Create compelling headlines that include relevant keywords and clearly communicate the value proposition of your services. Use clear and concise CTAs that tell users what you want them to do.
Meta Ads Specific Best Practices
Showcase Projects Through Photo Albums: On Facebook, consider using photo albums to showcase a variety of completed projects. This can provide potential customers with a comprehensive view of your work and inspire them with ideas for their own homes.
Use Stories and Reels for Behind-the-Scenes Content: Utilize Instagram Stories and Reels to share behind-the-scenes content, such as project updates, team introductions, or customer testimonials. This can help you create a more personal connection with your audience and showcase the human side of your business.
Bidding Strategies and Budget Allocation
Both Google Ads and Meta Ads offer various bidding strategies to help you optimize your campaigns and achieve your desired results.
Google Ads
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