As a business owner, you want your online marketing and advertising campaigns to accomplish one thing: generate highly qualified painting leads that are likely to close and turn into customers. One of the best sources in terms of lead quality and volume is Google.
When a local customer is looking for a painting company nine times out of ten they are going to search on Google. Whether that’s done on a desktop computer while at home or via a mobile search while on the go is irrelevant. If they are using Google to find a solution we can place your business at the top of those search results.
Our painting company marketing covers the entire Google spectrum, from organic search to paid ads. Google Ads have an advantage when it comes to how quickly we can start to see results and then scale those results, driving even more lead volume to your business.
Technically, we can see clicks, website visitors, and phone calls within minutes of launching a Google Ads campaign for your painting company. The paid ads occupy the top of the search results.
Whereas the Google Maps listings are based on several factors its algorithm takes into consideration, the paid ads are pay-to-play. If you have the highest bid for a particular search phrase or keyword you can show up on top.
Now, it’s not as simple as just creating an ad and setting a daily budget and bid per click. It takes optimization all-around, from ad copy and keywords to landing page copy and user experience, to be successful with a painting company local marketing campaign focused around Google Ads.
Our painting company marketing clients must understand what kind of ad formats are available, as well as when we use them and why they are effective. The following three Google Ads formats can be combined to create an effective painting company PPC campaign that accomplishes exactly what you want – generate a consistent flow of high-quality painting customer leads.
1. Google Local Services Ads: Painting Company PPC
Painting company PPC advertising is nothing new, as Google’s pay-per-click program has been around since the early days of the leading search engine. Over time the PPC offerings have evolved and Google released several features and options more suitable for local businesses to find success running paid ads.
Hands-down the best painting company pay-per-click option is Local Services ads, which are similar to regular PPC aside from one major difference – the action after the “click” occurs. You are still charged for each click and bid according to keywords, but the user isn’t redirected to a webpage on your site.
Instead, Google Local Services ads give the users two options, either be put in touch with your business immediately via a phone call or submit a request for more information. This generates the highest quality painting company lead because the consumer has a high interest since they are requesting to speak with someone at your company on the spot.
When you run standard painting company paid ads the user is sent to a designated landing page where you hope they submit their information. If they do you then have to get in touch with them.
Some “clicks” will hit your landing page and not convert into a lead, while others might, but you aren’t able to get ahold of them. This reduces the number of leads your painting company PPC campaign generates and causes the average cost per lead to be very hight.
Google Local Services ads deliver very warm leads to your phone – both calls and information requests are routed to your mobile devices via a dedicated app for managing your Local Services ads.
2. Google Display Network (GDN): Remarketing Funnel
When we run a PPC campaign we will focus heavily on the Local Services format as mentioned above as well as mixing in traditional pay-per-click ads. This allows us to collect more data and build a larger remarketing list.
A large number of local customers are going to “shop” around before making a final decision on what painting company they hire. It will sometimes require multiple touchpoints before they will pick up the phone and call your business or submit on your website for a free painting quote.
The most effective way to remarket is still on Google, but using the Google Display Network to show more specific and targeted ads to potential leads that have already visited your website and interacted with your PPC ads.
When executed correctly these ads will “follow” your potential lead all over the internet. If they are reading a blog that is part of the GDN they will see the ad we strategically place in front of them.
The painting company banner ads we create are based on the content they were viewing on your website and what PPC ads they interacted with. For example, if someone was reading information about your residential home painting services we would remarket them using offers strictly related to residential painting.
Bidding for the GDN can be done both impression-base and per-click. We will typically test both and adjust accordingly to optimize for the closest CPL (cost-per-lead). Someone may have been information seeking when they first clicked on your PPC ad and then after a couple of days they come in contact with your painting company Google Ads running on the Google Display Network and they have a stronger interest in making a hiring decision.
It’s not uncommon for some leads to see or engage with your ads multiple times before they convert. Running PPC ads without remarketing campaigns behind them will results in many leads slipping through the cracks and converting with your competitors.
3. Google Video Ads (YouTube): Painting Company Remarketing PPC
Running painting company video ads on YouTube follows the same theory as the GDN above. It’s done as a remarketing campaign to re-engage local customers that have already clicked on your PPC ads and visited your website.
This is the only way to approach YouTube ads for a local service business. If you just ran video ads they would be served to anyone, regardless of whether or not they had an interest in hiring a local painting company. This would result in a lot of wasted advertising spend and very few if any, conversions.
The most effective video ads are relevant to the specific painting service the prospect expressed interest. They also need to explain how your business will solve their needs and present an irresistible offer that triggers them to click-through and submit a request for more information.
Our team can help create painting company YouTube ads that command attention and deliver results. While a direct click is always nice, the video needs to help engrave your painting company’s name into the mind of the prospect. Why? In the event they don’t click-through we want them to have your company’s name on their mind when it comes time to make that hiring decision.
We find that the majority of painting companies that try to run Google Ads fail because they are too focused on converting leads during the first interaction. While this can happen occasionally, it’s not a sustainable strategy for long-term success.
If you want to scale your lead volume over time, remarketing is important, using both video ads and display ads. It also requires full-time optimization and management to execute the campaign effectively across all of the different Google Ads channels.
Final Thoughts
This should help give you a clear understanding of what Google Ads will typically be used when we design a painting company’s local marketing pay-per-click campaign. While Local Services ads are great at generating real-time leads that convert at a high rate there will always be fallout that doesn’t bite the first time around.
This is where the remarketing works well, and when you “follow” the interested customer around the internet, whether they are watching a video on YouTube or reading their favorite blog, you constantly stay on their mind.
If you would like to learn more about our Google Ads PPC as well as the additional strategies we use to help local painting companies grow at incredible rates, contact us today for a complimentary consultation. Our team of painting company marketing experts is here to help answer your questions and help develop a strategy that helps you accomplish your business goals.
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