To be successful in the building industry, generating leads is crucial for maintaining a steady flow of new clients and projects. While Google Ads can be an incredibly effective tool for driving leads, it can also become complicated and expensive if not managed properly.
At Sea Salt Marketing, we exist to make our clients’ marketing worry-free. So, if you’re feeling concerned about where your next leads are coming from, read on to discover why Google Ads is now an essential part of your marketing strategy.
Reach a Wider Audience
To start with, Google is the most popular search engine in the world, with over 5.6 billion searches conducted daily. By advertising on Google, builders can reach a vast audience of prime, potential customers who are already actively searching for services related to design and construction, custom homes, renovations, and knockdown rebuilds (to name a few!).
And this is where keywords kick in. Basically, keywords are what you do, and where you do it. The selection of the right keywords that balance volume (quantity) with specificity (quality, because they are currently seeking what you do where you do it) will ensure your brand is right in front of your audience when they are considering how to go about their next project.
Google Ads allow you to target your ads to specific keywords, locations, and demographics, ensuring that your ads are seen by the people who are interested in your services, delivering the leads your business needs.
We need to keep in mind that like a good home, a customised approach is best. By using two kinds of search keywaords as part of your campaign – branded (your business name), and non-branded (the actual services you offer and where you offer them) – we can effectively and efficiently target both the people who currently know about you, and the people who are about to discover you.
The end result? Generating leads that are the most valuable ones for your business and niche.
Advertising on Google is a cost-effective way drive leads. Unlike traditional forms of advertising, such as TV, radio, or print, where businesses pay for ad space regardless of the results, Google Ads operates on a pay-per-click (PPC) model. This means that you only pay when someone clicks on your ad, making it a more efficient way to spend your advertising budget.
By analysing results, and optimising campaigns towards the best performing keywords, advertising on Google can continue to be a cost-efficient advertising tool over the long term.
Which brings us to our next point…
Google Ads provides real-time data on how your ads are performing, including the number of clicks, impressions, and conversions. This data enables you to measure the effectiveness of your advertising campaigns and make data-driven decisions on how to optimise your ads for better results, because numbers don’t lie!
Adapting to the changing needs of the building industry means that high quality leads are a hot topic at the moment, and while it might be tempting to focus on lead generation marketing tactics only, the reality is that to be set up for long term success you will need a solid marketing strategy that considers the entire marketing funnel.
When looking at the results of your Google Ads campaign, it’s important to consider these things:
- What your marketing objectives are.
- Determine how we are going to measure success.
- Understand how each part of your marketing strategy (whether that includes organic social media, websites, blogs, newsletters and email automations) works together as a whole.
After all, the effect of marketing for builders is more than just the sum of the channels.
Google allows you to target your ads to specific keywords, locations, and demographics. This means that we can tailor your campaign to reach the people who are most likely to be interested in your services.
For example, if you specialise in custom homes or design and construct, you can target your ads to people who are searching for keywords related to these services in their local area such as “Custom Home Builders Brighton”, “Luxury Home Renovations Illawarra”.
However, there is magic in the science of selecting the right keywords, bidding on them, writing catchy ad copy, tracking conversions, and collecting negative keywords. These are just some of the essential components of a holistic Google ads strategy that a specialist marketing agency can help you navigate.
Increase Brand Awareness
Advertising on Google can also help to increase your brand awareness and visibility. Even if people don’t click on the ads, they will still see you brand name in front of them and become more familiar with your business.
In a particularly challenging building climate, when there is a smaller pool of people who are currently building, this can be critical in determining whether or not you are the builder they will call when time passes and they are ready to make their decision.
Stay Ahead of the Competition
Finally, advertising on Google can help you stay ahead of the competition. With more and more businesses advertising online, it’s becoming increasingly important for builders to have a strong online presence. You can ensure that your business is visible to potential customers when they are searching for services related to custom homes, design and construct, renovations, extensions – all the services you can offer them.
Ready to get started?
Advertising on Google can be a game-changer for builders who want to drive leads and increase revenue. And with the level of detail required for targeting and hands on expertise required to effectively deliver a campaign, Sea Salt Marketing is ready to work with you.
If you’re ready to kickstart (or revive) the leads coming into your business, get in touch with our team today.