Ads vs. Pay-Per-Click (PPC) for Contractors: Why It’s Powerful, How to Hire Right, and What “Targeting” Really Means
1) What Do We Mean by “Ads” vs. “PPC”?
“Ads” (umbrella term): Any paid placement—Google Search, Google Local Services Ads (LSA), YouTube, Facebook/Instagram, Display banners, Nextdoor, Yelp, etc. Pricing models vary (per click, per lead, per thousand views).
“PPC” (pay-per-click): You pay only when someone clicks (e.g., Google Search Ads, most Meta placements).
Other models you’ll see:
PPL (pay-per-lead): Google LSA, some directories—charged per phone lead/form.
CPM (cost per 1,000 views): Display/YouTube/Instagram reach campaigns.
TL;DR: PPC is a type of ads. It’s great when you want measurable, intent-driven traffic and tight control over spend.
2) Why PPC Can Be Really Beneficial for Contractors
Catch high intent: People searching “kitchen remodeler near me” or “roof leak repair Boise” have urgent needs.
Budget control: Set daily caps, pause anytime, and shift spend by service or ZIP.
Zip-level precision: Prioritize profitable neighborhoods; reduce windshield time.
Speed: Turn on in days—great while SEO ramps up.
Measurable: Track calls, forms, booked estimates, and cost per job won.
Season smoothing: Push interior work in winter, exteriors in spring, service during storms.
3) Where PPC Fits in Your Marketing Stack
Short-term demand: PPC/LSA for immediate calls this month.
Mid/long-term demand: SEO, Google Business Profile, and reviews for compounding results.
Retargeting bridge: Use low-cost social/YouTube retargeting to stay in front of website visitors who didn’t call (yet).
4) Quick Compare: Google Search Ads vs. Google LSA vs. Facebook/Instagram
Google Search Ads (PPC):
Pros: Keyword intent, flexible targeting, granular control.
Cons: Clicks can be pricey; requires good landing pages & negative keywords.
Google Local Services Ads (Pay-Per-Lead):
Pros: “Google Guaranteed” badge, calls direct from the ad, easy to start.
Cons: Lead quality varies; dispute process; limited copy control.
Facebook/Instagram (PPC/CPM):
Pros: Great for visuals, neighborhood reach, retargeting past site visitors.
Cons: Lower buying intent; needs strong creative and follow-up.
5) Why Running Your Own Ads Is Harder Than It Sounds
Wrong keywords = burnt cash: “flooring” vs “flooring jobs” vs “flooring classes”—you must use match typesand negative keywords.
Landing pages matter: Sending traffic to a generic homepage kills conversions. You need service-specific pages(offer, photos, trust, CTA).
Tracking or it didn’t happen: Without call recording, form tracking, and UTMs, you can’t prove ROI (or fix what’s broken).
Bidding & budget pacing: “Maximize clicks” can chase cheap, worthless traffic. Smart bidding needs conversion signals.
Lead handling speed: Ads create opportunities, not deals. You need fast answer times, scripts, and a CRM to win.
Rules & reviews: LSA verification, ad policies, housing/special-ad categories—compliance is a thing.
6) What’s Inside a Well-Run PPC Account (Insight Without the Jargon)
Campaign structure: One campaign per goal (e.g., “Kitchen Remodel Leads,” “Emergency Roof Repair”).
Ad groups by theme: “Cabinet refacing,” “full gut,” “island additions,” etc.
Keyword strategy:
Use Exact/Phrase for control, Broad sparingly (with tight negatives).
Build a negative list: “DIY,” “jobs,” “training,” “free,” competitor names (if you don’t want them).
Ad copy fundamentals: Problem → solution → proof → CTA. Include city names and differentiators (dust control, timeline, financing).
Extensions/assets: Call, location, sitelinks (Portfolio, Financing, Reviews).
Bidding: Start with Maximize Conversions once you have conversion tracking; otherwise Manual/Maximize Clicks with tight CPC caps (temporary).
Conversion tracking: Phone calls (from ads & site), forms, booked consultations.
Testing cadence: New ads monthly, keyword/negative tune-ups weekly, landing page tests quarterly.
7) Targeting: How to Reach the Right People (Examples)
By intent (Google Search):
“kitchen remodeler boise,” “curbless shower installation,” “TPO roof repair near me.”
Add zip codes or radius around your shop or best neighborhoods.
By audience (Google/Meta):
In-market segments (home improvement, moving).
Custom segments (people who searched “bathroom tile ideas,” visited competitor sites).
Lookalike audiences of past customers (Meta).
Retargeting:
Show ads to recent website visitors or folks who watched 50% of your project videos.
Dayparting & devices:
Boost bids 8am–6pm; reduce overnight; prioritize mobile if most calls come from mobile.
8) Budgeting & Expected Economics
Starter daily budgets: $25–$100/day per service, depending on market.
Benchmark math:
Click cost $3–$25+ (trade and city dependent)
Landing page converts at 8–20% (with good offer)
Close rate 20–50% on qualified estimates
Goal: Cost per booked estimate and cost per job that leave profit after materials & labor.
9) What a Pro Should Handle for You (Scope to Ask For)
Discovery & goals (profit per job, target ZIPs, services to push)
Keyword research + negatives + competitive review
Conversion-ready landing pages (or upgrades to your site)
Ad copy creation + assets (call, location, sitelinks)
Call tracking + forms + CRM hookup
Weekly optimizations; monthly reporting tied to leads → estimates → wins → revenue
Retargeting setup (site visitors, engaged video viewers)
LSA setup/verification if using pay-per-lead
10) How to Pick the Right Ads Partner (and Red Flags)
Ask:
“Show me contractor results with cost per lead and booked-job data.”
“What keywords are out (negatives) for my services?”
“What landing page will you send traffic to? Can I see a mock?”
“How will you track phone calls and forms?”
“What changes will you make in the first 30 days vs. 60–90?”
Red flags:
Guarantees of “#1 in a week” or secret sauce
No conversion tracking (“We’ll just look at clicks”)
Sending all traffic to your homepage
You don’t own the ad accounts/landing pages
Pricing models you’ll see:
Flat monthly fee (common)
% of ad spend (typ. 10–20%)
Hybrid (lower flat + % of spend)
Project setup fee for landing pages/tracking
11) DIY vs. Hiring: A Straight Answer
DIY works if you have: time weekly, comfort with data, willingness to build landing pages, and a CRM follow-up habit.
Hire it out if you want: speed, fewer mistakes, pro-built pages, rigorous tracking, and someone to steer the ship while you run jobs.
Middle ground: Have a pro build the account + landing pages and coach your team monthly.
12) Landing Pages That Convert (What Good Looks Like)
Headline with service + city (“Kitchen Remodels in Meridian”)
Proof: badges, review stars, 2–3 project photos with captions
Process: 3–4 steps + timeline ranges
Offer/CTA: “Request a 15-minute phone consult” (speed matters)
Smart form fields: ZIP, budget range, target start month, photo upload
Click-to-call button fixed on mobile
13) A Simple 90-Day Plan
Week 1–2: Set goals, build campaigns, create landing pages, install tracking, launch limited keywords in top ZIPs.
Week 3–4: Add negatives, adjust bids by hour/ZIP/device, rewrite any low CTR ads.
Month 2: Expand winning keywords, start retargeting, A/B test headline & form length.
Month 3: Add another service or city, tighten budgets around winners, review CRM close rates and adjust offers.
14) Metrics That Actually Matter
Cost per lead (CPL) and cost per booked estimate
Lead quality (budget fit, ZIP fit, service fit)
Call answer rate & speed to lead (biggest lever after launch)
Close rate and cost per job won
Return on ad spend (ROAS) or marketing cost as % of revenue
15) Quick Hiring Email Template (Copy/Paste)
“We’re a [trade] company serving [cities/ZIPs]. We want PPC/LSA to drive qualified leads in [services].
Please share: (1) example contractor results, (2) your keyword & negative strategy, (3) a sample landing page, (4) tracking/reporting approach, and (5) fees.
Our goal is cost per booked estimate of $___ and projects in ZIPs [list]. What would your 90-day plan look like?”
Final Word
PPC and pay-per-lead can flip on demand and put you in front of homeowners who are ready to hire. The magic isn’t the button you click—it’s the strategy: right keywords, right neighborhoods, right page, fast follow-up, and steady optimization. If you want to skip the learning curve, hire a pro who speaks contractor and builds your campaigns around the only metric that matters—profitable jobs on the calendar.
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