Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your Google Ads campaign targeting for your home service business. It's definitely a topic we've got some experience in, and getting the targeting right can really make or break a campaign.
We'll need to look at traffic quality and your website...
You're on the right track thinking about location-specific landing pages. It's something we advise to almost all our B2C home service clients. The key is relevancy - the more relevant your ads and landing pages are to the search query, the better your quality score will be, and the lower your costs will be in the long run. We're running a campaign for an HVAC company currently, and we've seen a direct correlation between hyper-local targeting and improved conversion rates.
However, before you dive headfirst into building hundreds of location-specific landing pages, let's consider a few things.
First,search volume. Is there actually enough search volume for each of these super-specific locations to justify a dedicated page? Use Google Keyword Planner to check. If a location only gets a handful of searches per month, it might not be worth the effort. You might be better off grouping those locations into a broader regional campaign.
Second, dynamic keyword insertion. As an alternative to creating individual landing pages, you could use dynamic keyword insertion in your ad copy and on your landing pages. This allows you to automatically insert the search term into your ad and landing page copy, making it more relevant to the user. It's not a perfect solution as it can lead to some awkward phrasing, but it's a good way to improve relevance without having to create hundreds of different pages. It's a middle ground, and could be a good first port of call.
Third, landing page templates. If you do decide to create individual landing pages, consider using a template to save time and effort. This will also help to ensure that your landing pages are consistent in terms of design and branding. This is especially useful if you're targeting both locations and services - a template allows you to scale without compromising quality or consistency.
I'd say you need to give it more time...
Now, let's address your plan to match specific keywords with specific landing pages. This is generally a good idea, but it's important to ensure that your landing pages are actually relevant to the keywords you're targeting. Don't just stuff your landing pages with keywords. Your copy needs to be clear, concise, and persuasive. It needs to answer the searcher's question and convince them to take action. It's a balancing act between SEO and user experience.
We've seen a lot of home service businesses make the mistake of focusing too much on keywords and not enough on user experience. They create landing pages that are full of keywords but are difficult to read and navigate. As a result, they get traffic to their site, but those people don't actually convert. Remember, the goal is not just to get traffic to your site, but to get qualified leads who are likely to become customers.
Consider the user intent behind those keywords. Are they looking for information? Are they ready to book a service? Your landing page should be tailored to the user's intent. For example, if someone searches for "Gutter Cleaning Ilford cost", they are likely looking for a price quote. Your landing page should provide them with that information, or at least make it easy for them to get a quote. Otherwise, they'll just leave and go to a competitor who does.
I'd avoid broad keywords at all costs. They tend to be too expensive as they also pull in irrelevant search traffic. You are better off picking more specific keywords and locations. This lowers your budget but is much more targetted.
Here's a table summarising my key recommendations:
| Area | Recommendation |
|---|---|
| Keyword Research | Prioritise specific keywords, but verify adequate search volume with Google Keyword Planner |
| Landing Pages | Weigh up the cost of templates vs dynamic keyword insertion vs broad region pages |
| Ad Copy | Ensure ad copy is relevant to both location and service. Use dynamic keyword insertion where appropriate. |
| User Intent | Tailor landing page content to match the user's search intent. Provide clear calls to action. |
I'd test different ad types...
Another thing to consider is the ad format you're using. For home services, Google Local Services Ads can be very effective. They appear at the top of the search results and include your business name, phone number, and star rating. They're a great way to generate leads from people who are actively looking for a service provider in their area. We've seen some clients get really impressive results with Local Services Ads, especially in competitive markets.
It's also worth testing different ad extensions. Sitelink extensions, callout extensions, and structured snippet extensions can all help to improve your ad's visibility and click-through rate. And don't forget about call extensions! Make it easy for people to contact you directly from your ad.
Finally, make sure you're tracking your results. Use Google Analytics to track your website traffic and conversions. Set up conversion tracking in Google Ads to track your leads and sales. This will allow you to see which keywords and landing pages are performing best, and to optimise your campaigns accordingly. You need to be ruthless with your budget.
It sounds like you're on the right track with your Google Ads campaigns. Just remember to focus on relevancy, user experience, and tracking your results. I'd say you've got the right idea about how to build a Google Ads campaign for your home services company, but might need someone with a bit more experience to help you make sure you spend your money wisely. I've run quite a few campaigns for B2C services. Some see ROI within a few days. But many take longer to optimise, and the ones that fail are usually because the targetting and landing page aren't aligned with each other.
One campaign we did saw a home cleaning company achieve a cost of £5/lead - but that took lots of optimising and we had to make sure the landing page was top notch. We also recently launched a campaign for an HVAC company, and after the first few weeks we managed to reduce their cost per lead by 84%!
I hope these thoughts give you a bit to think about and help point you in the right direction.
Of course, scaling Google Ads campaigns successfully, and ensuring every penny counts, can be complex. We're always happy to offer a free consultation to discuss your specific needs and see if we can help you achieve your advertising goals. We can take a closer look at your campaigns, website, and target audience to provide tailored recommendations.
Regards,
Team @ Lukas Holschuh
