Google Ads is the ultimate tool for home builders and remodelers who want to adopt Google’s Pay-Per-Click (PPC) advertising in their marketing strategy. Online advertising is an essential ingredient for a successful marketing campaign. The most significant advantage with Google Ads is that you appear in front of the prospect at the moment when they are searching for a solution on Google. With Google Ads, you reach consumers at the exact moment when they are searching for a solution to their problem, and thus you attract significantly more highly qualified leads.
Google Ads Monthly Subscription |
Foundation |
Level-up |
Organize |
Stabilize |
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Google Ads Limits | ||||
Campaigns |
1 Campaign | 2 Campaigns | 3 Campaigns | 4 Campaigns |
Ad Groups |
2 Ad Groups | 4 Ad Groups | 6 Ad Groups | 8 Ad Groups |
Ads |
4 Ads | 8 Ads | 12 Ads | 16 Ads |
Ad Copy Variations |
$500 > $2,000 | $2,000 > $4,000 | $4,000 > $8,000 | $8,000+ |
Available Campaign Types | ||||
Search |
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Display |
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Remarketing |
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Smart |
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Discovery |
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Google Maps |
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App (Android and iOS) |
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YouTube |
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Shopping |
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Google Ads Setup | ||||
Gain Business Manager Access |
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Google Tag Manager Setup |
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Conversion Tracking Setup |
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Google Tag Manager Event Testing |
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Campaign Strategy |
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Demographics Research |
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Keyword Research |
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Competitor Research |
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Campaign Setup |
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Ad Group Setup |
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Ads Setup |
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Ad Scheduling |
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Custom Audience Upload |
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Campaign Quality Assurance |
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Campaign Approval |
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Campaign Launch |
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Post Launch Checkpoints |
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Ad Extensions Setup |
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Google Ads Monthly | ||||
Campaign Optimization |
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Strategy Enhancement |
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Eliminate Irrelevant Traffic |
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Ad Optimization |
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Ad Split Testing |
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Audience A/B Testing & Optimization |
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Keyword Expansion & Cleanup |
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Quality Score Management |
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Negative Keyword Optimization |
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Lookalike Audience Creation |
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Remarketing |
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Weekly Optimization Report |
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Monthly Progress Report |
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Ad Extensions Optimization |
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Your program will coincide with your progress on Our Client Success Track for Home Builders & Remodelers.
FAQs
Ad campaigns can take 5-7 business days to be completed. This timeframe is considered from the time all required assets (images, videos, etc.) are provided to our team (not from the time the order is placed to the team, or from the time the onboarding documents are completed in the dashboard).
Once you complete your purchase, you will automatically be added as a sub-account.
Then, depending on your onboarding settings, you can either automatically send the onboardings to someone on your team, or the sub-account business owner to be filled out.
Both are charged on the same day when purchasing the service.
For PPC campaigns there is usually a 1-2 week gap from the day you purchase the campaign, to the day it actually goes live. This is the time it takes for our team to build out the entire campaign.
So, for your second month’s recurring payment we delay that, so you get the full 30 days of service for your month one’s payment.
So, as an example, if you purchased services on the 1st of the month, you would pay for both the setup fee and month one’s service fee.
Then if we finish the campaign buildout on the 14th of the month (2 weeks later), your second months’ maintenance payment would be billed on the 14th of the following month, 30 days apart from the initial day the campaign went live.
For an active campaign, each revision request can take up to one business day depending on the request. This means that if a request is submitted within business hours (but not towards the end of the business day), then the request should be completed the following business day. If the request is received outside of business hours (even if it’s on the business day), the request may take up to the day after the following business day to complete.
Maintenance and optimizations are performed a minimum of once a week. When we implement changes to a campaign, those changes will need time to run before we can judge their performance. Be aware that changes early on in a campaign will reset the learning phase and it’s as if the ads started running from scratch when those changes are made. Please note that we need to give ads time to perform. Sometimes campaigns perform outright, but other times they can take a bit of time to hit a good stride. This is especially true for accounts that have never advertised before.
All instructions for providing access will be provided in the onboarding phase after the service has been purchased. You will receive step-by-step instructions on how this is done.
For the Google Ads service, access for partners and sub-accounts is limited to Billing. Once everything is built out on our end, we will send ads to be approved through our communications platform.
As part of our Google Ads fulfillment services, we provide you with weekly reporting. Besides that, we have the dashboard available to you 24/7 (the dashboard’s purpose is to replace many of the needs of actual reporting). If you need any type of other data.
The number of campaigns, ad sets, and ads is limited by the tier purchased for the specific client. Tier limitations are displayed in the store. If you need an additional campaign/ad set/ad for the account that falls outside of the tier limitations, you will need to upgrade the subscription.
We will continue working on the account until the end of the current billing cycle.
When services for Google Ads are canceled, you can expect our work to continue on the account as long as you, want us to continue working on the account.
No, unfortunately, funnels and landing pages are not part of the setup fee and we do not offer funnel building or custom landing page services. It is not mandatory to use a funnel or landing page with a Google Ads campaign, however, in most cases, we do recommend utilizing one.
How Google Ads Management Services Can Attract More Highly-Qualified Leads
Understand What You’re Trying to Accomplish
You could spend hours figuring out the correct ad copy and keywords to use. But if you don’t have a clear idea of what you want your ads to accomplish, all that effort will be wasted. You need a plan to measure the success of your advertising campaigns.
When crafting your plan, ask yourself:
- What problem is my product or service solving for my customers?
- What does my competition look like in terms of their products, pricing, and messaging? How am I different?
- Who are my customers and potential customers? (Hint: If you don’t know who they are, check out our post about creating persona-based marketing for more info.)
- How will I know if this campaign is successful?
This last question may seem obvious: More sales means more profit! Right? Well, not necessarily — especially when you consider the cost of paid advertising.
Understand What Makes Up A Successful Google Ads Campaign
Before we jump into how to set up a Google Ads campaign, it’s essential to understand what makes up a successful one. Here are some of the most critical elements:
- Keywords – Target keywords relevant to your offering and have high search volume. For example, if you’re running a local gym, you’d want to target keywords such as “gyms near me” and “best gyms in Dallas” rather than general terms like “fitness.”
- Geo-targeting – Most businesses serve specific areas and don’t need their ads displayed to users from other locations. Be sure to geo-target your ads to only show them within the locations you serve.
- Match types – When adding keywords, use the right match type for each keyword based on its relevance and how broad you want its reach. For example, “gym near me” should be [exact match] because it’s definite, while “best Dallas gyms” can be modified broad match or phrase match because there may be variations of that phrase people search for (e.g., best gyms in downtown Dallas).
- Ad quality – Pay attention to ad quality because it affects your ad rank and determines whether your ads will appear. Ad quality is determined by click-through rate (CTR), expected CTR, ad relevance, landing page experience, etc.
Use More Than Just the Search Network
The Google Display Network allows you to specifically target customer demographics and interests through images, rich media, video, and other engaging formats. For example, you can bid on an advertising space that shows up next to blogs discussing weight loss tips or cooking recipes. These ads tend to generate a higher click-through rate (CTR) than traditional search ads because they are more visual.
You might think you don’t have the budget to advertise on major websites or blogs, and you don’t need to spend $5 per click to get a great ROI. I’ve seen great success with leveraged display campaigns that cost less than 10 cents per click.
Link Your Google Ads Account to Google Analytics
It’s time to track the performance of your ads by linking Google Analytics with Google Ads. Here’s how:
- Log in to your Google Ads account.
- Click on “Tools & Settings,” then click on “Linked Accounts.”
- Select “Google Analytics.”
- Click “+ LINK ACCOUNT” at the top right of the screen.
- Select your Analytics property and view you want to link, then click “Next step.”
- Check that you agree to the terms and conditions, then click “I Accept.” You will see a green success notification letting you know that it was successfully linked!
Make Sure You Are Building Out Your Keywords
When you create a pay-per-click (PPC) campaign, you want to gather as many clicks on your ad as possible. However, it is vital that your ads only be clicked on by people interested in the product or service you have to offer. To attract the most-qualified audience to your ads, you must do a little research.
You will use Google Ads Keyword Planner for this purpose. Google Ads Keyword Planner can help you determine which keywords are best for your business to create an effective strategy for attracting highly-targeted traffic. Here’s how it works:
- You tell Google what kind of business you have and what keywords you think would be relevant to your business.
- Google then pulls data from its database and provides keyword suggestions based on relevancy, search volume, and relative competition in the market.
- You select the keywords which seem like they would be good choices for attracting qualified leads. You should work with long-tail keywords because they tend to be more specific than common keywords and will drive more targeted traffic to your PPC ad campaign.
Use Highly-Specific Ad Copy That Is “Cookie Cutter” Friendly
If you’re asking, “What is the cookie-cutter ad copy?” you’ve come to the right place.
Cookie-cutter ad copy is a term used to describe the process of creating a template that can be used multiple times with different keywords.
For example, this is cookie-cutter friendly: Hire our [insert service here] company to [insert benefit here].
To clarify, the “[Insert service here]” and “[Insert benefit here]” are just placeholders for specific keywords that would make sense for your business. The nice thing about this ad copy is that it allows flexibility and speed when creating new ads.
The advantages of using cookie-cutter friendly ad copies are as follows:
There are some advantages to creating cookie-cutter friendly ads:
- It saves you time because you only have one template (instead of multiple templates) that can be adapted for any number of keywords. So if you want to create three new ads, all you have to do is fill in your keyword blanks! This way, it takes less time than writing three completely new ads from scratch.*It also makes A/B testing easier because all your ad copies follow the same structure and format. Hence, they’re easier to compare against each other.*It lets you write longer-form ads because most of your word count will be brand names or short phrases like “for sale” or “company.” (“Company” only counts as one word on Google Ads.)
Choose Your Targeting Options Carefully
So how do you choose the suitable options? Let’s look at each targeting option in turn:
- Keywords. These are the words or phrases that you want to trigger your ad. When someone searches for these keywords on Google, your ad will show along with the results. You can include broad terms like pizza or more specific ones such as “deep dish pizza in Chicago. The first step is to brainstorm all of the keywords you think your ideal customer might use to search for services like yours.
- Location. If you have a business that only serves a specific area, you can target people within that location (for example, all of Manhattan or just a neighborhood). You can also target by radius around your business address and zip codes, cities, counties, states/provinces, regions, countries, and territories. Again — think about where your customers live and where they would be searching for products or services like yours.
- Time. You can schedule when you want your ads to run during the day and week. This is great if there are certain days and times when people are more likely to be looking for what you have to offer. For example, if most of your customers work during the weekdays from 9-5 but may be searching online after hours on their smartphones from home (or in front of a computer at work!), it would make sense to adjust when your ads run accordingly so that they appear when potential customers are performing those searches.
- Device type – computers/laptops vs. mobile devices/tablets vs. handheld devices (such as smartphones). Does one type of device typically perform better than another? You can check this by going into Google Analytics under Audience > Technology > Browser & OS Reports > Network Properties Report (if not already enabled, click Mobile -> Overview). Here’s an example:
Use Text Ads & Extensions that Speak to People on Different Devices/Stages of Buying Cycle
When you’re creating paid advertising campaigns on Google, you have the option to use Google Text Ads and Extension to attract more highly qualified leads.
Extensions are a great way to enhance your text ad and provide more information about your business. Think of extensions as a way to give additional space for the type of information that can be helpful to those who see it. You can have an extension that shows the address of your business, call-to-action button, phone number, or app download link.
Here are some examples of extensions:
- Callout Extensions: These show short lines of text beneath a text ad to highlight key benefits and promotions.
- Structured Snippet Extensions: These allow you to add headers like “Brands” or “Types” that display lists of items such as brands or product categories you offer. They will appear below the ad copy in a box format. They’re especially useful if there’s not enough room in your text ads for all the types of products/services you want people to know about when they visit your website from an ad click.
- Sitelinks Extensions: Sitelink extensions are additional links within each ad on search results pages that lead directly to specified essential pages on a company’s site and its landing page (typically its homepage). For example, suppose someone searches for something like “SEO services” and sees one of the ads displayed at the top. In that case, they might also see site link extensions that connect them with specific pages on the advertiser’s site where they can learn more about SEO services explicitly related to local businesses or eCommerce websites instead of just general SEO services at large (e.g., “SEO Services for Local Businesses).
Optimize/Disqualify Based Upon User Behavior, Conversion Data, & Results
Once the campaign has run for about a week, you’ll want to start optimizing it. There are many approaches to optimizing Google Ads, but in this post, I will focus on the ones that will help you attract more high-quality leads.
First, we need to take a look at your conversion metrics. Don’t worry if you don’t have any conversions yet – as long as your campaign has been running for at least seven days and is getting clicks and impressions, and there should be enough data to analyze. You can view your conversion metrics by clicking the “Tools” drop-down menu on the left-hand side of the page and selecting “Conversions.”
You can then sort by column headers so that “Total Conv Value” shows highest first (or lowest first if you’re optimizing for cost). This will show you which keywords bring in converting people to your site (and give them an overall value based on how often they convert). You also want to look at which keywords have a high cost per conversion to know where not to invest your money. Be sure to create separate campaigns and ad groups for each of these keywords to get their budgets and bids!
Next, let’s take a look at behavior metrics. This can be found in Analytics under Acquisition > Adwords > Campaigns or Ad Groups
Any behavior metrics outside of 1% bounce rate, 90 seconds or more time spent on site per visit, and 3+ pages visited per session indicate low engagement with your content. These visitors won’t likely convert even if they’ve clicked through onto your site from one of our keywords, so we will exclude them using bid adjustments using negative keyword lists within our Google Ads account.
To do this, go back into the account interface and select “Keyword” from the drop-down menu shown below:
Then click on the “Negative Keywords” tab:
Now add any keyword phrases that were
To run a successful Google Ads campaign, you need to make sure you track the right metrics and optimize your campaigns accordingly. In addition, it is vital to understand who your target audience is and what keywords they use to find you.
To run a successful Google Ads campaign, you need to make sure you track the right metrics and optimize your campaigns accordingly. In addition, it is essential to understand who your target audience is and what keywords they use to find you.
If you’re brand new to pay-per-click (PPC), or even if you have a history of running ads but want to get more bang for your buck, then this article will walk through seven steps that will quickly put your business in front of highly-qualified leads with the right messaging at the right time.