In this article, we will learn the reasons why PPC is a must-have tool for home service businesses that are looking to grow their business after the COVID-19 pandemic.
If your business offers any type of home service, you’re likely one of the most severely hit by the COVID-19 pandemic. After all, as quickly as the number of coronavirus cases multiplied, the demand for home services rapidly dwindled at the same time. People in the United States and all across the globe were either sick, scared, or both—and letting staff of home services businesses into their homes suddenly felt very risky for consumers.
Table of Contents
The State of the U.S. Home Services Industry
Fortunately, now that the virus seems to have become (or is quickly on its way to becoming) endemic, people are much more open to letting providers of various home services into their residences than they ever were in the past three years.
But if your home service business is still struggling to achieve your pre-pandemic revenues, there’s a glimmer of hope. There is one tool in your marketing arsenal that can greatly help in wooing your customers back and regrowing your home services business: PPC advertising.
PPC ads can be your weapon in rebuilding your business and boosting your revenues in the aftermath of the COVID-19 pandemic. Since over 90 million Americans who are presently at or younger than the typical home buyer’s age are beginning to build on their ability to purchase their own home, the home services industry is expected to keep growing at a rapid pace in the coming decade. In fact, it’s expected to have a market of roughly $5.14 trillion by 2026.
If you want not only to bounce back from the pandemic slump but to actually grab a much greater share of this lucrative home services market, digital ads in the form of pay-per-click (PPC) ads can be tremendously helpful.
Here are 5 compelling reasons why your home services business should use PPC ads:
Why Home Services Providers Need PPC Advertising - Reason #1: More Revenues From Greater and Better Traffic
First and foremost, PPC ads are usually designed to drive traffic to your website. With this type of advertising, you can grow your business by advertising your company to a large number of people online. As with any business, the greater the number of people who know about your company, the greater your chances of increasing your sales.
PPC ads can effectively increase your conversion rates and generate a higher quality of leads for your business. According to a study by WordStream, the average click-through rate (CTR) for a PPC ad on Google is 3.17% for search ads and 0.46% for display ads. This means that for every 1,000 people who see your search ad on the search engine giant, at least 31 are likely to click through to your website. The same study also found that the average conversion rate for a Google search ad is 3.75%.
Why Home Services Providers Need PPC Advertising - Reason #2: Targeted Advertising
PPC advertising can provide your home service business with a targeted way to reach your potential customers online. By effectively targeting specific geographic locations, demographics, and interests that match those of your Ideal Customer Profile (ICP), your home services company can ensure that your ads are seen by the right people. Your PPC ads can be targeted to very specific audiences based on factors you set, like age, income level, and so on.
By bidding on specific keywords that are relevant to your business and targeting your ICP, your PPC ads can be seen by potential customers who are actively searching for the home services that you offer. This is particularly useful in this post-COVID era, since more consumers are relying on online channels to find and book the home services that they need. This increases your chances of converting those clicks into customers.
Why Home Services Providers Need PPC Advertising - Reason #3: Cost-effective
While we’re on the topic of ROAS, PPC ads are one of the most cost-effective marketing options for home service businesses. This is because you only need to pay for clicks or impressions that you get. In short, you spend if and only if the ads are actually bringing traffic to your website. This is a stark contrast to traditional ads that ask you to pay for all advertising that you purchased, regardless of whether they produced any result.
As a matter of fact, according to a study by HubSpot, businesses that use PPC advertising get a whopping average ROAS of 200%!
Why Home Services Providers Need PPC Advertising - Reason #4: Competitive Advantage
PPC advertising can help you stand out in this crowded and highly competitive field. With many of the surviving businesses still struggling in the wake of the pandemic, there may be tougher competition than ever before.
According to a report by McKinsey & Company, the pandemic has accelerated the shift to e-commerce, with consumers increasingly relying on online channels to search, decide on, and purchase goods and services. This has resulted in increased competition among businesses, including home services providers, to reach potential customers online.
PPC advertising can give home services providers a strong competitive advantage, since businesses that use PPC ads are more likely to be seen by potential customers compared to those that rely solely on organic (or nonpaid) search. In fact, a study by WordStream revealed that the top 3 paid ad spots on Google receive 41% of clicks on the page.
Why Home Services Providers Need PPC Advertising - Reason #5: Measurable Results—Both Online and Offline
Last but not the least, PPC ad campaigns allow home services companies to track and measure the performance of their ads, while also providing valuable insights into customer behavior. All of this data can be used to improve ad targeting and optimize ad campaigns for even better marketing results.
And the positive benefits don’t just happen online. According to a study by Google, businesses that use Google Ads can see a 10% increase in offline visits to their physical stores!
Final Words on Why Home Services Providers Need PPC Ads
Digital marketing through PPC ads is a potent means of promoting your home services company to a large audience at a minimal cost in order to increase your sales and expand your business. Although it has a number of benefits, setting up and managing PPC campaigns can be quite challenging, particularly if it’s your first time doing so.
If your home service business needs some guidance on your PPC campaign, an experienced home service PPC advertising agency like Zero Company can be very helpful. Zero Company is a trusted PPC management agency that has been setting up targeted PPC campaigns and providing other digital advertising support and optimization services for the past 21 years.
Book a free consultation with our PPC marketing experts today!