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Musselwhite Marketing is a full-service digital marketing agency serving the insurance/business industry since 2009.

Google Ads for Contractors

search engine, search results, google

Online pay-per-click (PPC) advertising offers a great assist to contractor marketing in general, and specifically in the area of lead generation.  

Some benefits it offers:

  1. Expedited results
  2. Pinpoint targeting
  3. Earn #1 spot
  4. Higher sales

With a responsive, transparent, and proven process, Google Ads for contractors  are a tool we’ve used to deliver these 4 benefits and grow their bottom line.

Ads on Google can place your business on this 1st search engine results page (SERP) in days…not months.

In a competitive market like contracting, this offers an edge that isn’t easily replicated.

Why not target prospects on the actual keywords they use to find a business for their next project?  It’s possible through this dominant search engine.

Ranking #1 on a Google search: 

  • Brings an air of authority for the company that occupies that spot
  • Increases the likelihood this company remains top of mind

Trust us, these two results are extremely positive things to aid in your growth! 

PPC ads  in your contractor’s marketing plan can direct those with the highest buyers intent to your website or dedicated sales landing page.  Revenue can get a boost from this funneling process when searchers enter something like, “contractors near me.”   

From a Google Ads 1x projects  to full-service monthly management, we have an online ads package to suit your specific goals.

How do we know our digital marketing process works?

We took a contractor client from the perilous edge of bankruptcy to $5,000,000!  Read our entire case study to see why we’re the natural fit for achieving your business goals.

We offer other digital marketing services for contractors. Click each service to learn more!

Why Google Ads are Important for Contractors

The lifeblood of your business is new leads, new leads, and new leads.

Okay, obviously there’s more to running a business than generating new business.  But without a purposeful lead generation strategy, contractors find it harder to:

  1. Scale
  2. Break into new markets  

Now that we’ve acknowledged the elephant in the room, let’s answer the question, “why pay-per-click (PPC) for contractors?”

You may already have brand recognition around town and noteworthy services, but still be experiencing a subpar growth potential.  

Contractor PPC can be compared to a scalpel in the hands of a skillful surgeon.  Precision is one reason this tool is common in every operating room.

Well thought out and executed Google search and remarketing campaigns “cut” through all the cold search traffic to deliver the precise leads most likely to convert. 

Did we mention that Google is the undisputed leader among all search engines, confirmed by the everyday phrase, “Why don’t you Google it?”

Online ads are being rewarded by giants like Facebook and Google, namely in showing up front and center on both platforms.  Plus Facebook continues to make it more difficult to attract leads via organic means. Which means you’ve got to pay to play!

This further accentuates the increasing benefit of Google Ads for contractors as a viable means of becoming the go-to business for interested buyers.

Our satisfied clients are the concrete evidence that we know Google Ads inside and out, and can apply this to your business.

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At this point you’ve seen the benefit but may be feeling that it’s something you’d rather outsource for your contracting business.

As a Google Ads digital marketing agency, we apply the same proven techniques that have helped other home services professionals  succeed.  To learn more and find out if we’re the right fit, schedule a free discovery session.

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Frequently Asked Questions About Google Ads

Believe us, you want to show up on page 1 of Google.  Why?  Less than 1% of people will click on a page 2 result…that’s why.

Sure, you can show up organically in that highly prized position, after all we’ve helped many clients achieve that exact thing.  But it takes more time and involves additional moving pieces, including SEO.

And the thing that separates PPC ads from those in traditional publications like the Yellow Pages…you only pay IF someone clicks on it.   

Although Facebook Ads do work for contractors, it will depend on your goals if we  recommend starting with them.  There are two reasons why we may not recommend starting with Facebook ads.  

They are:

  1. More focused on awareness
  2. Unlikely to bring new business quickly

Once you achieve traction in SERP, social ads can yield positive results and help you through targeting and retargeting.

But especially as you compete locally for contractor jobs, Google Ads are a better investment for you.

Odds are, you’re more focused on winning in your local market than on the national stage…at least right now.  

And your contracting business name will need to be a household one in that geographic area in order to get more business.  Enter Google Local Service Ads!

Looking more like a recommendation of a top rated contracting business than an ad, they accomplish two important goals advertisers seek.

  1. Increase trust among prospects
  2. Deliver higher value than other ads

There are a couple differences from traditional Google Ads that should be highlighted.

They are:

  • Pay-per-lead
  • Ranking
  • Google Guaranteed 

Instead of paying for each click, you only pay when a prospective customer contacts you via the ad.  This can equate to a better ROI. 

Depending on the number of clients your contracting business serves and their average review rating, Google assigns a rank to your local ads.

Finally, Google will refund a customer’s money if they’re not satisfied with your services.

One thing to note, not every contractor qualifies for this special ad segment Google offers.  To see if you’re eligible, visit Google’s dedicated page and click “Get Started.”

Every contractor wants to create a high converting ad that inundates their inbox with prospects.  Great problem to have right?  

But before starting down that path,  it’s worth considering common mistakes that you should AVOID with Facebook Ads.

After all, we want you to start getting the results you deserve with highly effective ads today…not at some undetermined point in the future.

Without further adieu, they are:

  1. Targeting people who aren’t already fans
  2. Using untested images
  3. Forgetting to segment

Qualified leads already exist, namely those who’ve already made the effort to click that “Follow” button on your contractor page.  

Focusing on them:

  • Nurtures leads
  • Encourages repeat business
  • Drives followers to connect 

Testing multiple ad images to see what gets the most clicks is worthwhile as the right image can make an ad.  And not doing so has the potential to break it.

It’s rare for a “one size fits all” advertisement to effectively appeal to every follower.  Think about the various segments of your target audience, what would speak to their specific pain points?

Now that you know what NOT TO DO, you’re ready to create high performing ads!

Our answer is…it depends. 

A “cookie cutter” strategy doesn’t work as each Google Ads campaign is something we treat with a unique and individualized approach.  

Despite this, there are general components we look at when determining the amount our clients should devote.

Factors to consider:

  • Available budget
  • Relevancy of ads
  • Bidding strategy
  • Value of desired keywords

With the ability to set a monthly cap or stop it anytime, Google Ads are great for contractors regardless of who actually handles the campaigns. 

According to Google, they estimate that advertisers earn $8 for every $1 of ad spend!  Now please know that this number isn’t set in stone.  

Increased competition for a long tail keyword like “contracting business in Sacramento” may cause this number to fluctuate a bit.

But you get the idea that regardless of what financial resources you dedicate, a positive ROI is achievable.    

There are resources for developing a bid strategy based on your goals that Google offers if you want to learn more.

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