Common Google AdWords For Plumbers Mistakes Exposed-Which One Are You Making?
It’s no secret that Google Ads can be a great way to bring in new business for your plumbing company. However, if you’re not careful, you can waste a lot of money on ads that don’t generate leads.
These are some of the common blunders plumbing contractors make when they try to manage their Google Ads accounts independently. Poorly managed plumbing ad campaigns can cost you hundreds or even thousands of dollars than they are worth. That’s why it is crucial to ensure you don’t continue making costly mistakes that we will share in this post.
Mistake #1: Selecting The Wrong Keywords And Accumulating Them In An Ad Group
Your PPC campaign will be as effective as the keywords you choose. Thus, you must select keyword phrases that your target market frequently uses.
For example, you are running an ad for prospects/clients searching for plumbing equipment, but users looking for equipment aren’t interested in services, implying that such users aren’t your target.
An Ad group should contain all the related keywords.
For instance:
Plumbing inspection, plumber near me, local plumber, drain cleaning, plumber (location), leaking gutter, and drain camera are all plumbing keywords.
Yet when put in the same Adgroup, and with an ad that doesn’t have a specific topic, chances of a prospect seeing it as relevant are slim.
If you have a blocked drain in your home, you are likely to click on an ad with an attention-grabbing headline like unblocking drain services. If you are searching for a pre-purchase plumbing inspection, you aren’t going to click on the ad.
Solution: Put all related keywords into one topic Adgroup and craft ads that are relevant to the topic.
Mistake #2: Failing To Include Negative Keywords
Adding negative keywords to your plumbing Google ads is crucial in ensuring that your campaign is relevant and streamlined, particularly if you utilize broad match terms. Most plumbers forget to add a negative keyword list yet end up paying for such terms more than once, thus wasting your marketing dollars.
Any term in a custom search that cannot lead to an inquiry should be added to the negative keyword bucket list immediately. For example, negative air conditioning keywords can include images, apprenticeships, jobs, handbooks, and suppliers. Since every click costs you money, having a substantial number of negative keywords will save you money in the long term.
Mistake #3: Using Your Marketing Dollars On Irrelevant Keywords
The #1 blunder we see plumbers making, again and again, is wasting their advertising dollars on completely irrelevant keywords. The key thing to always remember is that your bid keywords may not necessarily be the terms that prospects type in when searching for your plumbing services online.
For instance, your business may be offering plumbing services in Murfreesboro, and thus you are focusing on keywords such as “plumbing services.” But you may be showing up to search for “plumbing services in London.”
Mistake #4: Not directing Users To A Landing Page
If your ad copy sends prospects to the website’s homepage, you may not achieve satisfactory results. Another great way of boosting your ad’s quality score is by crafting a relevant landing page.
Choosing a relevant landing page will go a long way in determining whether or not customers will book jobs with your plumbing service company. Each ad should concentrate primarily on the plumbing services or products you are trying to advertise, implying that your landing page should be relevant to this major focus.
Mistake #5: Not Spying On The Competition
To run a successful Google Ads campaign for your plumbing business, you need to stay abreast with what your competitors are doing. That affects your plumbing PPC to its core, and it can break or make your advertising campaign. Once the ad group is created, pick a keyword and quickly search on Google.
Note the kind of plumbing ads you see.
Based on your observations, focus on the keywords, asking yourself why they appear as search results.
Mistake #6: Not Having A Compelling CTA On Your Sale Pages
Plumbers normally have this misconception that their site visitors will know what to do after reading their posts. But they won’t -unless guide them. They may love your post but are stranded on whether they should call you and which email or phone number to use. Don’t leave them hanging. Instead, provide a phone number or contact form at the header and footer of every page. You will be shocked by how this simple hack can skyrocket your conversion rates.
Mistake #7: Using The Wrong Bidding Strategy
The most common blunder made by plumbers managing their campaigns is selecting the kind of bidding strategy to maximize conversions. Google’s AI completely fails if you choose this bidding option if you don’t have conversion tags on your plumbing website.
Mistake #8: Setting Google Ad Campaign On Autopilot
Another common Google Ad mistake we see plumbers making is setting the ad campaign on autopilot mode and not managing it. They think it is a set-and-forget thing. Static campaigns will show some results over time until a new competitor comes in and crashes down your campaigns mercilessly. Thus, you should keep an eye on your campaign and make necessary adjustments, either weekly or daily.
Mistake #9: Trying To Run The Google Ad Campaign Themselves
While to an inexperienced marketing professional (like you), Google’s online help, recommendations, and phone calls may sound like a brilliant idea, it is crucial to note that Google will always act in their best interests, not yours.
They aim to ensure that you spend every dollar on your advertising budget and when you comply, they request you increase your ad spend. Relying on their recommendation is not acting in your best interest.
That’s why it is highly recommended that you partner with experienced Google Ads professionals to help you make the most out of your campaigns.
If you need help with Google Ads management for your plumbing business, schedule a free strategy session with one of our Growth Coaches to get started today.