In today’s digital age, having a strong online presence is crucial for trades professionals to attract new customers and grow their businesses. Google Ads (formerly known as Google AdWords and also referred to as Google PPC) is an effective tool for reaching potential customers searching for specific services (e.g. homeowners looking to have their boiler serviced). However, running successful Google Ads campaigns requires careful planning and execution. Otherwise, it’s very easy to spend a lot of money very quickly without seeing a return on investment. In this blog post, we’ll discuss five common mistakes that trade professionals should avoid when using Google Ads, helping them maximize their advertising investment and achieve better results.
Neglecting Keyword Research
One of the most critical aspects of any Google Ads campaign is keyword research. Properly understanding the search terms and phrases that potential customers use is essential for targeting the right audience. Trades professionals should conduct thorough keyword research to identify the most relevant and high-intent keywords related to their services. Avoid the mistake of relying on broad keywords that may generate irrelevant clicks, resulting in wasted ad spend.
We’ve seen trades misspend their hard-earned money by paying for clicks for completely irrelevant search terms. For example, we’ve seen trades pay for clicks with people searching for plumbing materials, rather than plumbers. Or pay for domestic traffic when they only offer commercial services. Instead, focus on specific keywords that align with the services you provide, such as “emergency electrician in London” or “boiler installation in Manchester.”
Lack of Ad Optimisation
Another common mistake is failing to optimise ads for better performance. Ad optimisation involves crafting compelling ad copy (something you’d actually want to click on), including relevant keywords, and incorporating a clear call to action (e.g. “book a survey” or “request a quote”). Trades professionals should emphasise their unique selling propositions, such as same-day service, competitive pricing, or 24/7 availability. A well-optimised ad is more likely to attract clicks and drive quality leads. Try putting yourself in your customer’s shoes and ask yourself, “Would I click on this ad?”. Regularly monitoring and adjusting ad campaigns based on performance metrics, such as click-through rates and conversion rates, is essential to achieve optimal results.
Inadequate Landing Pages
Having a well-structured landing page that aligns with your Google Ads is crucial for converting clicks into leads or customers. Many trades professionals make the mistake of directing users to their homepage or a generic page that lacks relevance to the ad they clicked on. Instead, create dedicated landing pages for each service or location you’re targeting. For example, if the Google ad you’ve set up is for Loft Conversions, send your potential customers to a page specifically dedicated to loft conversions, rather than just a page detailing all of the other services you offer. These pages should have compelling content, clear calls-to-action, and contact forms, making it easy for visitors to take the desired action, such as requesting a quote or scheduling an appointment.
Ignoring Local Targeting
Trades professionals typically serve specific geographic areas, so it’s vital to utilize Google Ads’ local targeting capabilities effectively. Neglecting to target ads to the right locations can result in wasted ad spend and clicks from users outside your service area. Take advantage of location targeting settings to focus your ads on specific cities, towns, or postcodes where your services are available. Additionally, consider using location-specific keywords in your ad copy to enhance relevance and attract customers within your target area.
Poor Conversion Tracking
Lastly, trades professionals should avoid the mistake of not setting up proper conversion tracking. Conversion tracking allows you to measure the effectiveness of your Google Ads campaigns by tracking actions that matter to your business, such as form submissions, phone calls, or online purchases. By monitoring conversions, you can identify which ads and keywords are generating the most valuable leads or customers. This data enables you to optimize your campaigns further, allocate your budget wisely, and improve your return on investment (ROI) over time.
Don’t waste your money making these mistakes on Google Ads
Google Ads can be a powerful tool for trades professionals to generate more leads and grow their businesses. However, to make the most of this advertising platform, it’s crucial to avoid the common mistakes mentioned above. By conducting thorough keyword research, optimising ads and landing pages, targeting the right locations, and implementing proper conversion tracking, trades professionals can enhance the effectiveness of their Google Ads campaigns and achieve better results. At BUILT, we specialize in building websites for trades and helping them get found online. Contact us today to leverage our expertise and take your online advertising efforts to the next level.
Remember, a well-executed Google Ads campaign can be a game-changer for trades professionals, helping them generate a steady stream of qualified leads and grow their businesses in today’s competitive digital landscape.