PPC Management Pricing for Home Services

What are Search Ads?*

*Also known as responsive search ads.

Search ads are responsive ads that display in prominent positions in traditional search results. Search ads drive high conversions for home services companies and contractors because the ads are shown to people actively looking for these types of services who are ready to take action quickly.

The Secrets Behind Effective Search Ads for Your Business

1. Ad Strength Status

We ensure that your ads are created with a "Good" or "Excellent" Ad strength per ad group. Our experience is that ads in the "Excellent" status receive at least a 9% improvement in clicks and conversions. These, of course, result in more/better leads for your business.

2. Ad Extensions

Adding assets like sitelinks and images to your business’s ads makes the ads more engaging and better meets the needs of your audience by showing helpful information about your business. These additions give your business more opportunities for clicks, conversions, and leads to your business.

3. The Right Leads at the Right Time

Our experienced team works for you to deliver your business’s message at the best time to potential customers searching for your services. Our creative/experienced team develops just the right message to drive highly qualified clicks to the Search Ads.

What are Display Ads?*

*Also known as responsive display ads.

Display ads are shown on articles, videos, or websites your ideal audience browses. Display ads can significantly improve your brand awareness thanks to their eye-catching visual format. This way, you’re able to nurture leads that will be ready to take advantage of your services in the future. They also support the success of traditional Search Ads if you decide to run these campaigns together.

How Display Ads Work for Your Business

We create Display Ads that help your business find the right customers (Audience) with targeting options that are critical to getting your business’s message to potential customers at the proper time.

1. Custom Segments

By targeting potential new customers to your business services using "audience segments" and in-market segments. Additionally, we help your business retarget potential customers through the application of data segments.

2. Automation

Automation with Display Ads increases conversions. Our experienced team creates automated targeting to convert higher-performing audience segments. These are created using existing audiences and through high-quality landing pages created by our team of experts. We help Google Ads to automatically perfect which audience segments lead to higher conversions (leads). Lastly, automated bidding helps Google to adjust the process to receive a better return on investment.

By using Smart Display Ads, your business can maximize lead flow using the best of automated targeting, bidding and creative. This results in improved potential lead flow and knowing your business is reaching users across all the Google-owned properties (i.e., YouTube and Gmail).

What are Remarketing Ads?*

*Also known as Retargeting ads.

Remarketing Ads are similar to Display Ads – except these ads only target people that have visited your landing pages or website. Retargeting is especially effective because it provides additional points of contact with your brand and services. You continually attract attention from potential customers who need more time to decide whether to take action or who will need your services in the future. This is an especially valuable type of ad in today's ever-changing digital landscape.

The big of remarketing ads is that they might display on several hundred locations before someone clicks on it. It is only when they click on the ad that it incurs a cost. Usually, they have seen your ad multiple times and are now ready to get a quote or hire your business services. This drives higher quality leads to your business.

How Do Remarketing Ads Work?

We create remarketing ad by using code that is placed on every landing page and every one of your business’s web pages**. We then advertise your business to those people who visited the coded pages in the last 30, 60 or even 90 days.

1. Tracking Code

A special code is created specifically for your business. (The code will not affect the appearance or overall performance of your website) The code is then placed on every website/landing page for your business.

2. Browser Cookie

When you visit a website, the site may place a cookie on your web browser so it can recognize your device in the future. Similarly, when someone visits your pages, the code writes a cookie to the visitor’s computer, tablet, or smartphone.

3. Dynamic Ad Display

When that visitor goes to any of the Google "Display Ad Network" sites, your Ads will be displayed to them. I am sure we have all experienced the "They are following me" thought when you see ads for something you had previously searched.

**We might need to work with your website designer or your website staff.

What Does Our Set Up Include?

Complete Call Tracking
Website / Landing Page Creation
Keyword Research and Selection
Ad Copywriting
Ad Extension Creation
Conversion Tracking Codes
Mobile, Desktop and Tablet Configuration
Connection To YOUR Google Ads Account As A Manager

Projects Plus Marketing set up process involves creating call tracking number(s), landing pages, ad copy and ad extensions. Then letting ads run for a few weeks to a few months to collect data. We then review the data including ad copy, landing page copy, keywords and overall performance as needed.

Once enough data is collected, Projects Plus Marketing will implement some of Google’s very powerful Machine Learning Models. These learning models can take a few weeks before improving the initial results. It's important that as our customer to be patient during the first few months. Our extensive experience is that while ads go up quickly, long term lead generating income takes time.

All Display, Remarketing, and YouTube Ads require the customer to provide copyright free images and videos. Project Plus Marketing’s set up fees do not include graphic design or video editing services.

*We typically recommend that our clients pair their PPC efforts with Local SEO strategies. Check out our Local SEO Pricing.

Why Should My Business Advertise with PPC?

7 Great Reasons Why Businesses Advertise Through Pay-Per-Click (PPC)

Pay-per-click (PPC) advertising gives your business these seven advantages in your service area including:

Custom budgets that you can change at any time
Outrank your competitors
Reach goals from brand awareness to being hired more often
Reach the customers that are searching for your services
Your business can employ targeting options not found in traditional marketing
Audience and campaign data that can help you target just the right customer
PPC ads show above the organic results when customers search online

What Are The Benefits of Google Ads with Projects Plus Marketing?

The Benefits of Working with Projects Plus Marketing Are:

We can help your business get more leads and customers.
We can help your business specifically target your service areas by zip code, city, town, or even radius.
We can help your business tap onto Google's huge high-quality traffic sources.
We can help your business get results that are fast and measurable.
We can help your business navigate a very flexible marketing platform.
We can help your business find the leads that build a strong return on investment (ROI).
We work hard to not only be a marketer for your business but a trusted advisor in your business success.

How Much Do Google Ads Cost?

This is an important question to ask any PPC management agency. It's not uncommon to think of Google Ads, or any kind of digital advertising, as an expense. However, try not to think of advertising instead as an investment that will bring in leads and therefore more income towards your business. For home services businesses and contractors especially, Google Ads can be an amazing investment.

Depending on your customers, industry, objectives, targeted locations, our experience is that Google Ad budgets that range from $1,000 to $10,000 a month are the most successful. This budget range does not include management prices, so it's important to plan for that as well.

If you're new to Google Ads, we recommend starting with lower budget that allows your business to be competitive, and then increasing over time when you start to see a return on investment. If your business has had prior experience with Google Ads, you could certainly start off with a higher budget.

Will I Be Able To See My Business' Google Ads Online?

This is a great question and one which we are asked often. There is a good chance that Google will show you your business' ads when you search for your business online. (Note that this view will be reported on your ad performance reports.) However, there are more accurate ways of measuring your PPC performance than simply looking up your business in search since the conditions in which your ads are displayed in search results and on websites or videos are highly tailored to make the ads as effective as possible.

What Affects How Your Google Ads Are Shown?

The following things affect how often you'll personally see your Google Ads online. If you don't see your business' ads, that doesn't mean they aren't working.

Ad Relevance

Google likes to ensure that searching users and advertisers reach the right audience and offer the proper messaging. Suppose you meet all the targeting demographic parameters and often search for your ads. In that case, eventually, Google will assume that the ads are not important enough to you, especially if you don’t click on the ad. We ask you to refrain from clicking because your business will be charged for a click.

Budget

Each campaign is assigned a budget, and if your business’s budget isn’t high enough to receive 100% of the daily search volume, Google will limit the ads to staying within the budget. We can track your budget limitations by monitoring a Search Lost Impression Share metric. This also might be why you wouldn’t see your business ads when searching.

Frequency Cap

This is very similar to Ad Relevance in that Google tries its best to only show ads a few times to any single user. How often a single user can see your business’s ads is usually capped by most PPC channels unless you specifically override this feature. Therefore, repeatedly showing your business ad to a user who isn’t likely to engage with the ad prevents what is known as ad fatigue. So as mentioned above, if you have actively searched for your business ads, there’s a good chance you’ve reached the frequency cap on that PPC channel.

Keywords

The keywords in your business ad campaign should be like the keyword or phrases you try to find when you search for your ads. You might only see your business ads if they are aligned.

IP Exclusion

Set at the campaign level, this feature allows advertisers to stop click fraud from known or suspected IP addresses. This feature can also prevent staff from unknowingly wasting ad spend budgets by clicking on the business ads.

Timed Bid Adjustments

Time of day or even day of the week may impact the availability of your business ads. Often campaigns are set to run during the business operating hours. Quote from a long-time customer “I’ve never received a valid lead from a click at 3 am….” However, we also provide services to emergency services which operate 24/7, and therefore, their ads have no time restrictions.

Ad Rank

A report we actively monitor for you is Search Lost Impression Share Due to Rank. If your business’s keyword ad rank is low, the ads will not show 100% of the available daily search volume. This is very similar to a budget restriction.

Target Parameters

Is it possible that you don’t typically match the target parameters set, such as geographic location or income ranges your campaign is set to target?

Why Is Google Suggesting Budget Increases For My Ad Campaigns?

There are two common reasons why Google will periodically suggest a budget increase for your Google Ads:

Ad Quality Score

Decreases in ad quality score of your active campaigns will lead to higher costs per click. There are many reasons for a decrease in quality score. However, the primary reasons are landing page relevance, click-through-rate, and ad relevance. As your PPC management company, we monitor each of these factors and apply our many years of expertise adjusting to improve in this area. You may, however, still see emails from Google about your ad quality scores as we are actively adjusting them.

Competitor Ads

Our team does the very best it can to optimize your keywords. Of course, your competitors are doing this as well. If a competitor decides to be more aggressive by increasing bids on specific keywords, this will drive the cost per click higher for every business bidding on that keyword.

Will People Actually Click on My Google PPC Ads?

Yes! Potential customers not only click on Google ads but also are highly motivated to hire businesses as a result. Our experienced team will create ads for your home services business that show in search results and typically earn more than 45% of the page clicks. Your business is then twice as likely to find customers of your services, than an organic visitor to your website. Pay-per-click ads reach the customer looking to hire your business, which means more leads to your business and increased revenue.

Does Your Google Ads Management Service Require A Contract?

No, there are no long-term contracts at Projects Plus Marketing. We will never lock you into anything you do not feel comfortable doing.

You can pause, restart*, increase, decrease or cancel your Google Ads at any time. Simply email or call your Account Manager to make any change to your service. We will pause your Google Ads within one business week of any cancellation notice. Your Projects Plus Marketing invoice is month to month (Billing is the first of each calendar month). If you pause your Google Ads for any extended period, we simply delay the next invoice until the start of the next calendar month.

When we say there are no lock-ins, we mean it. From SEO to Google Ads Management, all we ask of you is that you share your goals and requirements and let us do the rest. What you get is the opportunity to work with a team of professionals that are focused daily on your ROI.

With no-contract digital marketing, you get:

Google ads management
Search engine optimization
Web development
Regular Content Updates
Marketing Consultation

Taking care of your online presence is what we’re here for, and it's our passion. After all, diversification and out-of-the-box thinking is our agency’s strong point – and with it, we solve complex problems and generate success.

Talk to us today and see what we’re capable of. You won’t be disappointed.

*Restarts beyond 1 month incur a 50% restart fee