The home service industry commands a significant market share in Google Ads. However, it also faces intense competition, necessitating continuous adaptations and strategies to achieve better results and mitigate competition.
While there are many points to consider, here are five key ones derived from my extensive experience with home service campaigns:
Manage High CPC Wisely: Google’s automated bidding works well for eCommerce campaigns due to its knowledge of affinity audiences—users who have demonstrated a long-term interest in a specific topic or category. However, for in-market audiences—users actively searching for specific products or services—Google has less data about their needs and spending capacity. This often results in expensive clicks for low-value jobs and on the other hand, cheap clicks for high-effort tasks. Focus on targeting the right audience with controlled CPC based on your daily budget rather than stressing over high CPC rates.
Optimize for Weekends: My data showed that more people prefer scheduling repair services or installation estimates on weekends, particularly on Saturdays. While it’s essential to maintain a budget during the business week, consider increasing your daily budget by 20-30% on weekends. Additionally, enhance your weekday ad copy by highlighting special weekend rates.
Leverage Local Appeal: Ads that mention the prospect’s neighborhood are more attractive to users. Even if your ad position is third or fourth, including the neighborhood name can significantly increase the likelihood of clicks.
Be Cautious with Location Targeting: After extensive testing, it’s clear that Google’s traditional location targeting can be unreliable. I’ve done one long experiment, where 82% of 340 landing page views had incorrect targeting by at least 15 miles. So, instead depend on location keyword targeting.
Ignore Sitelinks and Structured Snippets: While it may seem counterintuitive since these features can improve ad scores, they often lead to the common frustration of getting (1 Impression and 2 Clicks), where the second click usually goes for the sitelinks or structured snippet and they are rarely convert. Avoiding sitelinks and structured snippets can save you from being charged for unnecessary clicks. According to my data, the most effective results come from clicks on the headline or call assets.
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