My Playbook for Service-Based Campaigns
After years of managing, these are what turn out results.
As marketers, we’re not supposed to share our process around getting the best results for our clients. This week I’m sharing some of the most critical settings I’ve found valuable and worth the money to spend on Google Ads.
After 11 years, I’ve managed over $1.96 million in Google Ads budgets. That’s an average daily budget of $485 per day.
I’m sharing some of my best ways to get your service-based business the most “bang for your buck” on Google Ads.
Anytime I talk to businesses about using Google Ads for their service-based business, there are only two reactions I get; 1) they think it’s a waste of money, or 2) they think it would be helpful but never tried it.
So, that’s where I’ve stepped in.
Start With Basics:
Every single account should be set up with the following standard settings to jumpstart your campaign for success.
Track Lead Completions as Conversions
We’re not over here selling shoes, so it’s hard to “measure” success in ads. So the best format for tracking and conversions is to send users to a dedicated completion page.
Yes, landing pages are good, but knowing that you have a dedicated page after form completions will allow you to focus on conversions through analytics and ads.
Connect Google Business To Your Account
Incorporating Google Business into your Google Ad campaigns is a great way to boost visibility and conversions. By connecting your Google Business profile with your Google Ads account, you allow Google to pull information from your profile, such as your business address, hours of operation, and customer reviews, directly into your ads.
This information provides a richer context for your ads, making them more engaging and informative. More importantly, it helps boost your local search rankings, bringing your business to the forefront when customers in your area search for your services.
Remember, people often trust local businesses, and by leveraging your Google Business profile in your ads, you give your campaigns a sense of trustworthiness and reliability that can be incredibly beneficial in attracting new customers.
Set Ad Schedules
Setting ad schedules is one of the easiest ways to optimize your Google Ad spend. This strategy ensures your ads only run when your customers are most likely to engage. Not every business operates 24/7, and it's beneficial to recognize the active hours of your target audience.
So, set your ad schedule accordingly if your analytics tells you your customers will most likely interact with your ads between 8 am - 6 pm, Monday to Friday.
It helps reduce wasted ad spend and improve conversion rates.
Intentful Keywords
When setting up Google Ad campaigns, selecting the right keywords is crucial. Focusing on intent keywords that signal a clear intention of a purchase or need for a service can increase the conversion rates significantly.
Remember, your goal is to reach prospects who are in the process of making a purchase decision. Using long-tail keywords can also be beneficial, as they are less competitive and show more intent.
Location Targeting
Location targeting is a powerful tool in Google Ads, especially for service-based businesses. By targeting specific locations, you can focus your ad spend on areas where your potential customers are located instead of wasting it on regions that are not relevant to your business.
Moreover, with location targeting, you can apply bid adjustments for locations that perform well, helping to improve the ROI of your campaign.
Track Phone Calls
The beauty of digital marketing lies in its ability to measure everything, and Google Ads is no exception. For service-based businesses, phone calls can be a critical point of conversion.
Tracking phone calls lets you know which ads, keywords, and campaigns drive the most calls, enabling you to optimize your efforts accordingly. Remember, each call is a potential sale, so don't underestimate the power of this feature.
🔋 Ready To Level Up?
Take your campaigns to the next level with my #1 Google Ad strategies for service-based businesses.