In this post, we’ll list the reasons why PPC advertising is a must-have for home service businesses that want to grow their business after the pandemic.
If your business offers any type of home service, you’re likely one of the most severely hit by the COVID-19 pandemic. Fortunately, at this time of writing, the U.S. economy seems to have rebounded and most of the affected businesses are back to normal operations. If you need help in wooing your customers back and regrowing your business, there’s a tool that can greatly help in your marketing for home services: pay-per-click or PPC advertising.
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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.
PPC ads can be your weapon in marketing for home services so you can quickly rebuild your business and boost 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 also 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.
There’s a massive room for growth in the home services industry that your business can gain through pay per click marketing.
Here are 5 compelling reasons why your home services business should use PPC ads:
Reason Why Home Services Providers Need PPC Advertising #1
With PPC ads, an advertiser pays to drive traffic to their homepage or landing pages. This type of advertising—which is available in different ad formats—can help in marketing for home services by promoting your business to a large number of people online. For instance, the Google Display Network (or GDN) includes over 2 million websites, apps, and videos where your Google Ads can be displayed.
As with any business, the higher the number of people who know about your company, the greater your chances of increasing your sales. However, there are many pay per click advertising platforms available, making it seem overwhelming to decide which one to use. If you need any guidance, experienced PPC specialists in a trusted pay per click advertising agency like Zero Company can help.
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 ad on the Google search engine result page (SERP), 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%.
Reason Why Home Services Providers Need PPC Advertising #2
Pay per click marketing provides home service businesses with a targeted way to reach potential customers online. An advertiser pays for PPC ads that target specific geographic locations, demographics, and interests that match their Ideal Customer Profile (ICP). Thus, through PPC ads, your home services company can ensure that your ads are seen by the right people. Your PPC ads can be shown to very specific audiences based on factors you set, like age, income level, and so on. You can select from a variety of PPC ad formats, based on which you believe would best appeal to your target market.
By bidding on specific search terms or keyword lists that are relevant to your business and targeting your ICP, your PPC ads can be seen by potential customers who are actively typing in search terms that are related to 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.
For example, your ad campaign may include ad groups that focus on related keywords. For example, one ad group can focus on keyword lists like home HVAC, home heating, home AC, and so on. One of your other ad groups can focus on keyword lists like exterminator, termite treatment, pest control services, and so on.
However, keep in mind that your ad placements would still depend on your Ad Rank, the value that dictates where your ads are displayed on a page relative to other ads (or whether your ads will be displayed at all). Your Ad Rank is computed every time your ad is eligible to be displayed.
Reason Why Home Services Providers Need PPC Advertising #3
PPC advertising companies know that pay per click advertising is one of the most cost-effective. 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 homepage or landing pages. 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 pay per click marketing get a whopping average return on ad spend (ROAS) of 200%!
PPC ads can give your home services business a ROAS of around 200%—far better than most (if not all) traditional ads!
Reason Why Home Services Providers Need PPC Advertising #4
Pay per click marketing 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 when it comes to marketing for home services 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 service providers, to reach potential customers online.
Pay per click 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 non-paid) search. In fact, a study by WordStream revealed that the top 3 paid ad spots on Google’s search engine result page receive 41% of clicks on the page.
Reason Why Home Services Providers Need PPC Advertising #5
Last but not least, PPC ad campaigns enable tracking and measurement of ads used in marketing home services, 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 Service Businesses Need PPC Advertising Services
Digital marketing through PPC ads is a potent means of marketing home services to a large audience at a minimal cost to increase your sales and expand your business. Although it has a number of benefits, PPC management can be quite challenging, particularly if it’s your first time doing so.
If your home service business needs expert PPC advertising services or guidance on your PPC campaigns, an experienced home service PPC advertising agency like Zero Company can be very helpful. Zero Company is a trusted digital marketing 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 specialist team today to chat about how our PPC advertising services can expand your home service business!
