Solved: UK Builder Seeks Advice on Generating Garden Room Leads

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on getting more leads for your building business, focusing on garden rooms. It sounds like you're already on the right track thinking about Google Ads, but let's look at how we can make that work best for you.

We'll need to look at your landing page...

First things first, that landing page is gonna be doing some heavy lifting. It's gotta be more than just a place to click – it needs to sell the *dream* of a garden room. I had a quick look at "mybuilder.com" - your landing page has to be at least as good as the best profiles and listings on there. Think about it from a potential customer's perspective. What are they hoping to gain? Is it a quiet home office? A creative studio? A place for the kids to do their homework? Your landing page needs to speak to those desires.

Here's what I'd suggest:

• High-Quality Photography: This is non-negotiable. Ditch the blurry phone snaps and invest in professional photos. Show off your best garden rooms from multiple angles. Get some shots with people using the space – make it look inviting and lived-in.
• Compelling Copy: Focus on the benefits, not just the features. Don't just say "it's timber-built". Say "Imagine working in your own peaceful garden office, away from the distractions of the house. Our garden rooms are built with sustainable timber, creating a warm and inviting space."
• Clear Call to Action: Make it easy for people to get in touch. A big, obvious button that says "Get a Free Quote" or "Book a Consultation" is essential. Don't make them hunt for your contact details.
• Social Proof: Include testimonials from happy customers. If you don't have any yet, reach out to past clients and ask if they'd be willing to provide a quote. A few positive reviews can go a long way in building trust.
• Mobile-Friendly: Most people will be browsing on their phones. Make sure your landing page looks good and functions perfectly on mobile devices.

I remember working with a double glazing company who found Google Ads way more cost-effective than lead generation sites because they had more control over who saw their ads.

I'd say you need to optimise for relevant keywords...

You're already aware of the search volume and cost per click for "garden room," which is a good start. But we need to dig deeper. Think about all the different ways people might search for what you offer. What questions are they asking?

Here are some keyword ideas:

• garden office
• garden studio
• timber garden room
• garden room builder
• garden room installer
• insulated garden room
• small garden office
• garden room prices
• garden room cost

Use a keyword research tool like Google Keyword Planner or SEMrush to find even more relevant keywords. Pay attention to the search volume, competition, and cost per click for each keyword.

When setting up your Google Ads campaign, use a mix of broad match, phrase match, and exact match keywords. Broad match will help you reach a wider audience, while phrase match and exact match will ensure you're targeting people who are specifically looking for garden rooms. Don't forget to add negative keywords to filter out irrelevant searches.

Also consider a geographical component here. Target people in a specific radius of your location. In the UK you could add something like "near me" to your keywords to make it clear you're a local builder.

You probably should test different ad copy...

Your ad copy is your chance to grab people's attention and convince them to click through to your landing page. Make sure it's clear, concise, and compelling. Highlight the key benefits of your garden rooms and include a strong call to action.

Here are some ad copy ideas:

• Headline: Create Your Dream Garden Room Description: Bespoke garden rooms designed and built to your exact specifications. Get a free quote today!
• Headline: Work From Home in Style Description: Escape the distractions of the house with a beautiful garden office. Contact us for a consultation.
• Headline: Add Value to Your Property Description: A garden room is a great way to add extra living space and increase the value of your home. Learn more.

Test different headlines, descriptions, and calls to action to see what works best. Use A/B testing to compare different versions of your ads and track your results.

I remember a campaign we ran for a client in environmental controls, where split testing the ad copy led to an 84% reduction in cost per lead.

You'll need to track everything!

Tracking your results is essential for understanding what's working and what's not. Set up conversion tracking in Google Ads to track leads, sales, and other important metrics. This will allow you to see which keywords, ads, and landing pages are generating the best results.

Use Google Analytics to track website traffic, user behavior, and conversion rates. This will give you insights into how people are interacting with your landing page and where they are dropping off. I recall a course client who achieved a 447% ROAS in just one week by using strong analytics.

Regularly review your data and make adjustments to your campaign as needed. Don't be afraid to experiment and try new things.

I've detailed my main recommendations for you below:

Setting up a Google Ads campaign can be tricky, especially if you're new to online advertising. But by following these tips, you can increase your chances of success and start generating leads for your building business. Of course, if you find yourself struggling, don't hesitate to reach out for help. There are plenty of resources available online, and a paid advertising expert can provide valuable guidance and support. Especially in B2B, like you are in, ads can be difficult and costly and ROI might not be immediate as the sales cycle takes longer.

When working with a software client, we were able to reduce their cost per user acquisition from £100 to £7 by testing different audiences and ad copy, something that will be vital in your area too.

We offer a free initial consultation where we review potential clients strategy and account which is usually super helpful. It gives potential clients a taste of the expertise they'll see going into their project, should they decide to work with us.

Regards,
Team @ Lukas Holschuh