Pay-Per-Click Advertising Is a Simple and Effective Way for Roofing Companies to Bring In New Clients

Pay-Per-Click Advertising Is a Simple and Effective Way for Roofing Companies to Bring In New Clients

For approximately the past 15 years, Apple and a small number of competitors have been successful at convincing most Americans that they need smartphones.  This demand never existed before; customers were content to type text messages using the same ten digits they used to dial phone numbers, and if they needed to find out how to get to a new place, they would look up the directions online from a computer and then print out a map.  By contrast, roofing companies are not in a position to create demand out of thin air.  Everyone who needs a roof already has one, and if you and your colleagues in the roofing industry do your jobs successfully, many years will go by before your customers need another roof.  When someone builds a new house, you naturally hope that they will choose you, but there are only so many new construction projects going on in the same city at any given time.  All of this is to say that marketing for roofing companies is a tall order, but the WordPress developers and digital marketing experts at High Converting Media are up to the task.

The Importance and Challenges of Digital Marketing for Small Businesses

The goals and challenges of marketing a local small business differ from those of national brands.  What makes your job easier is that, when people need their roof repaired, they have very few options other than to hire a roofing company.  A tarp is a temporary solution at best, and the people with the DIY skills to repair their own roofs are few.  What makes your job more difficult is that you and all the other roofing companies in your city are competing for the same customers.

What should you do to ensure that the homeowners in your city choose you instead of one of the other nearby roofing companies?  The most important thing is to fix roofs well and charge customers a fair price.  It doesn’t hurt to have a memorable business name or logo, but you will not get as much mileage out of this as huge companies with an international customer base get out of the likes of the Energizer bunny and the Geico gecko.  An important factor influencing the marketing strategy of local roofing businesses is that, when people need roof repair, the first place they look is almost always Google.  Therefore, making a good impression on Google is an important part of the strategy of almost every local roofing business.  You can accomplish this through an integrated digital marketing strategy that includes search engine optimization (SEO), pay-per-click (PPC) advertising, and website design.

Pay-Per-Click Advertising Is Affordable and Effective If You Do It Strategically

Pay-per-click (PPC) advertising is a simple concept, but building a lucrative PPC ad campaign takes practice and strategy.  The first step in running a PPC ad campaign is to bid on a keyword associated with your business, such as “Des Moines roofer,” “roof repair Cedar Rapids,” or “Baton Rouge roofing company.”  You and the other companies that are interested in this keyword place bids on the keyword so that Google will display an ad for your business above the organic search results when a user enters your target keyword.  Instead of expressing your bid as a flat fee, you express it as an amount (a few cents or fractions of a cent) that you will pay every time someone clicks on your ad.

When someone clicks on their ad, Google takes them to a landing page, which is the online equivalent of a full-page ad for your site.  It has your contact information, an online contact form, and a few paragraphs of text about your company and your current promotional offer.  If you are doing it by yourself, then paying for clicks and tinkering with your landing pages to increase your conversion rate consumes a lot of resources.  It is best to enlist the help of a digital marketing firm with a lot of experience conducting successful PPC ad campaigns for local small businesses.  The knowledgeable digital marketers at High Converting Media can help your roofing business with PPC advertising and other aspects of online marketing.