This blog dives into how your roofing business can use Google display ads for roofing digital marketing and attract more clients using compelling visual advertising.
When it comes to roofing digital marketing, pictures speak louder than words. Many businesses sway new clients with the promise of reliable roofing services. But these days, people want to see visible results. Google display ads offer a great place to highlight your most successful roofing projects.
With Google’s vast display network, your ads can reach the screen of over 90 percent of Internet users worldwide. Google display ads use a mixture of texts, images, and even videos to fit various ad spaces. It’s truly a powerful tool for promoting your business across the Web to customers actively researching their next roofing project.
Keep reading if you want to learn how to craft compelling visual-based ads that complement your roofing digital marketing plans.
Table of Contents
Choosing Between Static and Responsive Google Display Ads
When exploring Google display ads, you usually have two options: static or responsive ads.
As the name suggests, static ads maintain the same design and size across platforms. When doing roofing digital marketing, this format works best for branding consistency. To be more specific, your business can use static ads to introduce new roofing services or promote limited-time offers.
But then again, preserving a specific look has its downsides. For one, it may limit your creativity as you restrict your marketing materials to a single ad space. Such a fixed nature may also hinder your ad from adapting to the various placements available.
For a more flexible approach, responsive Google display ads might be the better choice. For small roofing businesses, responsive ads allow you to target a wider audience. This format’s adaptability also benefits you if you’re still testing the waters with roofing digital marketing.
In the end, choose the type of display ad that suits your situation and objectives.
Starter Pack For Memorable Roofing Google Ads
Images are often considered the backbone of Google display ads. You’re allowed to upload up to 15 images, and there are three aspect ratios to choose from: landscape (1.91:1), square (1:1), and portrait (9:16). For advertisers, these ratios provide ample space for creative and purpose driven advertising.
But before you start throwing your roofing marketing ideas into your ads, consider the elements that help yield the best marketing results. Let’s begin with the obvious: branding.
Studies show that most people only remember 10% of the ads they see throughout the day. Although the likelihood is low, genius branding can help your ads become a part of that 10%. And if you’re wondering, inserting your logo and brand colors are not enough. Some of the most memorable display ads are those that expand branding through the simplest designs.
With the average attention span getting shorter, Google display ads with busy designs won’t make the cut. Based on our experience as a seasoned Google Ads agency, we strongly recommend that you focus on a single high-quality image that conveys your roofing business’s selling point. Make sure to use an original image for uniqueness and authenticity. Using an actual photo of your work would be ideal.
As a final tip, never overlap your image with other design elements. Failing to do so is a policy violation that can harm the performance of your roofing advertising campaign.
Google display ads with generic or busy designs may lead to ‘banner blindness,’ leading most users to ignore them.
The Role of Google Display Ads in Retargeting Roofing Campaigns
Roofing services can get pricey, so your Google display ads may not convince people to book your service on the get-go. That’s when retargeting campaigns come in handy.
Google Ads offers a feature that allows you to re-engage with your past website visitors, especially those who left without doing any desirable actions. By having your ads appear on other sites that they visit, they’re more likely to remember and then consider availing of your roofing services.
To apply this strategy in your current roofing digital marketing plan, you must hinge on strong branding. We suggest reinforcing your identity by featuring your logo, tagline, and colors in your ads’ visuals. That will help your prospects easily recall your brand, and will make your business a top consideration.
If your prospects need more convincing, tailoring your Google display ads should be your next course of action. Suppose you have ad visitors who checked out your website but didn’t book an appointment. A more personalized ad can help persuade them more, especially if you showcase your special offers.
Always remember to understand your audience’s motivations and use them to give your roofing advertising methods an edge.
Quick Tips for Bid Adjustments
Here’s the hard truth: Google favors the most well-known roofing companies. Notice how top brands always have the highest ad placements in SERPs?
If you want to even out the playing field, PPC marketing helps lower the odds stacked against you. At first glance, Google ads marketing may sound risky and pricey, but horror stories are likely from those roofing campaigns that generate less ROI. Those happen when marketers spend too much too quickly. While PPC is for advertisers who want immediate results, that doesn’t mean you should be impatient.
The average spend for Google display ads can be less than a dollar per click. However, since Google ads operate on the bidding system, this budget will likely only work for searches without other bidders. Therefore, when thinking about your overall budget, you can start with as little as $25, and then increase your spending later on based on demand.
As time passes, your display ad campaigns will give you enough data to conduct a performance analysis. That extends to knowing the percentage of users who completed a desirable action to the number of times your ads have been displayed. With this information, your every decision turns strategic.
Don’t know where to start? Here’s a bidding strategy that people tend to overlook in roofing digital marketing: Start by segmenting the performance data based on device types (desktop, mobile, etc.). Next, focus on which devices offer the highest conversion rates or the best return on ad spend (ROAS). Your Google display ads for these devices should correspondingly have higher bids. With this targeted adjustment, you’re maximizing the most effective channel to improve ad visibility. That also ensures you’re spending your budget on methods that drive results.
Dayparting is a great strategy that lets you adjust your bids during specific times of the day or week when your audience is most active.
A Final Tip to Maximize Your Roofing Google Display Ads
To maximize your Google display ads, you must be ready to invest a lot of time and effort to help your campaign stay afloat. But then, you may have your hands full with your core business duties. In such a case, outsourcing a Google ads agency can be your power move!
Zero Company stands out for our 20+ years of experience as an Orange County digital agency that crafts and executes purpose-driven marketing campaigns. From Google ads to other PPC marketing models, we’ve made an impact on the marketing campaigns of over 2,500 brands! Think of our expertise as one of the most durable roofing materials in the market; choosing us means you’re deciding on the long-term success of your campaigns and, ultimately, your roofing business.
Book a free consultation with our team to learn how we can improve your current roofing digital marketing campaign with Google display ads!
