Posts Categorized: Paid Ads

Paid Ads for Plumbers: Calculating ROAS and ROI

Posted January 23, 2023 by Geoff Braught & filed under Paid Ads.

Okay, so you’re ready to run your paid ads…but you might be wondering how to really understand if they’re working for you. This article breaks down how to easily run the numbers to determine if you are heading in the right direction, whether you work with an agency or run them yourself.

Return on Ad Spend (ROAS) and Return on Investment (ROI) may sound similar, but their importance in your strategic investments operates entirely differently from one another. Explore the differences between the two concepts so that you can understand how to calculate each and meet your company’s specific digital marketing goals.

The Differences Between ROAS and ROI

ROAS is often mistakenly calculated as ROI. However, not only do their calculations differ, but the purpose of each can significantly impact the way your company interprets its data from digital marketing.

Return on Investment (ROI) is the business-driven statistical analysis that measures the investment returned (after expenses contributed to ad campaigns have brought in revenue.) This return is only calculated as an earning after you’ve accounted for all advertising costs.

By contrast, Return on Ad Spend (ROAS) focuses more on the advertiser’s side. It measures the efficacy of your advertising campaigns by understanding how much money results per dollar spent. You can calculate ROAS for various initiatives, from focusing on just one ad to understanding your returns from annual advertising expenditures.

How to Calculate ROAS

Calculating ROAS is more straightforward than it seems. Consider this example: You have decided to spend $1,000 on a digital advertising campaign. It generates $5,000 in revenue for your company. You would calculate your ROAS by dividing your revenue by the money invested in the digital advertising campaign, or in this case, $5,000 divided by $1,000. Your ROAS for this campaign would be 500% or a ratio of 5-to-1. The more effective your digital advertising campaign is, the higher your calculated ROAS will be.

How to Calculate ROI

Understanding the calculation for ROI adds an extra factor for businesses to pay attention to their bottom line. For this scenario, we focus on the campaign’s total revenue and subtract the cost before dividing it by the cost itself.

For example, let’s say a specific advertising campaign has brought in a revenue of $10,000, but the cost of the campaign was $2,000. First, we would subtract $2,000 from $10,000, leaving $8,000. Then, you would divide your revenue with the subtracted cost by the total cost, or $8,000 divided by $2,000, resulting in 4. That leads us to a ratio of 4-to-1, or an ROI of 400% for this advertising campaign.

Key Takeaways From the Concepts

Now that you understand the differences between ROI and ROAS and are comfortable with their separate calculations, you can focus on how the data benefits your company. ROI drives the decisions created by most companies, but focusing on the ROAS can be the deciding factor in ensuring you receive the most value for your digital marketing ventures. Improving your ROAS from here can involve simple steps. Consider eliminating extraneous costs, ensuring that the content of each advertisement fits your needs, and timing the release of your advertisements appropriately. With a better understanding of your returns, coupled with the help of a capable digital marketing team like LMH Agency, your revenue is sure to grow exponentially.

Why Paid Advertising is Essential for the Trades Industry

Posted January 12, 2023 by Geoff Braught & filed under Paid Ads.

Ahhh Google ads. You’ve seen them. You know they’re important; however, knowing when to start paid advertising and (what keywords to target can make them an even more powerful tool for locally based businesses) might not be so clear.

After working with hundreds of home services businesses, we’ve seen the results of trial and error. So, whether you’re just starting out or have been experimenting with ads for years, here’s a breakdown of what they are and the perfect time to start pushing traffic to your website.

What Are Paid Ads?

Paid ads (like Google ads) are a type of online advertising that allows you to display keyword-based ads at the top of a potential customer’s search engine results page. The interesting thing about paid ads is that you only pay for a lead when a customer clicks your ad. Using targeted keywords helps you narrow down your target audience to reach the customers already searching for your service.

How Google Ads Benefits Home Service Businesses

As you can imagine, advertising on sites like Google or Bing can be incredibly powerful. After all, where does your potential customer go when they have a desire for a service? The search engines.

Intelligently placed ads allow you to get in front of your exact right customers based on the keywords they’re searching for in the location you serve. In many cases, when customers are searching for service-type businesses, they’re ready to convert.

So, when do you start them?

When To Start Google Ads

Our theory is that it’s never too early to start paid ads after you have a working website. Once your website is up and running, you can start driving traffic directly to your site and set up a Google My Business so that you can be found when potential clients are searching for you.

On a deeper level, the timing of your paid ads campaign can also help improve your results. Luckily, Google has a lot of built-in tools that can help you analyze your current traffic and any opportunities that you’re currently missing. The Google time of day report provides you with customized website traffic reports, including when people most frequently visit.

So if you have your website up and running, now is the perfect time to begin experimenting with Google ads to get in front of your ideal audience.

How To Get Started With Google Ads

The best way to get started with paid ads is to do your research. Learning about your target audience (including when they’re searching for businesses like yours and what keywords they’re using) can help you create an effective Google ads campaign.

Learning everything you can about your competition can also be valuable. Competitive research includes learning when they’re running ads, the type of ads they’re running, and what keywords they’re targeting. You can also look at your competitors’ reviews to figure out how you can go above and beyond in your customer service.

Tips for Maximizing Your Ideal Audience

Here are some tips to help maximize your paid ad campaign results:

Track your ad spend: Google allows you to review the times of day where you spend the most money and when your budget runs out. Keeping track of when your daily spend wears out can help you identify if you need to increase your budget or divide it more evenly throughout the day to reach nighttime traffic.
Create a keyword strategy: A keyword strategy helps you identify which keywords are likely to return the best results. Researching relevant keywords can also help you improve your organic SEO results.
Set a budget: Identifying a budget that includes the maximum cost per click (CPC) you’re willing to spend can help you control costs. Compare how much each lead is worth to you with how much you’re willing to spend to get that lead.
Refine your unique selling proposition: Before running ads, narrow down and refine your unique selling proposition. Consider adding a deal or discount to your ads to generate interest.

The Botton Line

In-depth research can provide you with the information you need to create effective paid advertising campaigns. Google Ads are just one important part of creating an effective marketing strategy for local businesses. Looking for support on your paid ad strategy? Our team at LMH Agency is experienced in local SEO and paid ad strategies that put you at the top of the rank. Get in touch today!

Marketing Essentials for Plumbers and Contractors

Posted July 15, 2022 by Geoff Braught & filed under Paid Ads, SEO, Tips & Tricks.

As plumbers and contractors, you’re in a competitive industry where homeowners often have a plethora of local service providers to choose from. That’s why it’s essential for you to stand out, and we’re here to help.

Smart marketing strategies can make the difference between rapid growth and lackluster results when your business is in this industry. Make sure these essentials are in place to give your company the best chance of success.

Effective Website Design

A well-designed website lends legitimacy to any company. In the United States, a whopping 99% of people report searching online for local businesses.

Thirty-five percent conduct these types of searches multiple times a week, and 21% search for local businesses daily.

A website optimized for SEO helps to ensure that you can get your business in front of homeowners who are actively seeking your services.

Search Engine Optimization (SEO)

SEO is the process of incorporating appropriate keywords and content into your website to increase its search rankings on results pages. As plumbers and contractors, SEO will include words related to the specific services offered as well as the area that the company serves.

Phrases like “plumbing repairs in Nashville” or “Louisville faucet installation” are important when marketing a plumber or contractor, as these are the terms customers are most likely to use when they’re actively looking for someone to hire.

Google Business Profile

A Google Business Profile is a powerful tool that will increase SEO while giving your plumbing company even more legitimacy. You should always create or claim your Google Business Profile. After establishing ownership, you can update details such as services offered, service area, location, and hours. The business profile also provides a place for customer reviews so you can begin collecting testimonials.

Social Media Presence

A social media presence can provide access to billions of active daily users. Social sites offer the perfect platform for communicating with your customers. This is the ideal spot for sharing promotions, hosting contests, and answering questions. Companies that support community events or fundraisers can use social media to increase awareness of these activities as well. Social sites require ongoing attention to perform effectively, so you must make sure that someone is posting and responding to comments daily.

Paid Advertising

Paid advertising gives a little boost to the organic marketing efforts that form the core of your promotional efforts. This form of advertising is one of the most popular models for plumbers and contractors. By carefully conducting A/B tests and analyzing results, you can identify the tactics that yield the greatest ROI. It’s important to track not just clicks, but also conversions. Seek the campaigns that lead to the most actual sales and push these harder in the future.

These basics will form the core of any plumber’s marketing strategy. With a website, social media presence, SEO, Google Business Profile, and paid advertising in place, you can position your local company for success. Contact LMH for assistance with these strategies and more. We’ll be more than happy to support you.

10 Home Services Marketing Tips

Posted May 20, 2022 by Geoff Braught & filed under Paid Ads, SEO, Social Media, Tips & Tricks.

Marketing your home services businesses is different from marketing brands with a national or global reach. When your business is targeting in-person services in a specific locale, you need equally targeted marketing campaigns to successfully reach and expand your audience. Try these tactics.

1. Maintain Your Google Business Profile

Google Business Profiles are one of the first things customers see when searching for home services in their area. Carefully optimize this profile to include a comprehensive listing of services, complete details on the service area, and more.

2. Incorporate SEO

Target locally optimized keywords to reach leads who are actively looking for relevant home services in their area. Phrases like “plumbing repair in Des Moines” or “AC maintenance Boston” help target the right searches.

3. Streamline Your Website Design

A well-organized website is crucial for effective home services marketing. Include your company’s contact information at the top of every page. Make CTAs clear and actionable on every page, and provide detailed information on services and solutions provided by the company.

4. Invest in Paid Search

Pay-per-click advertising can boost business placement on relevant searches. Evaluate each PPC campaign for ROI to gradually hone these into the most effective advertisements.

5. Create a Social Media Presence

Social media sites facilitate interaction and relationship-building with local customers. Post seasonal home maintenance advice to establish your company as a reliable resource for homeowners in the area. Share promos, specials, and contests via social sites as well. Always respond promptly to interactions.

6. Solidify Your Branding

Create a cohesive brand. This should include a recognizable logo, a distinct palette of two or three colors, and one or two typefaces. Use these across all home services marketing materials to solidify brand recognition.

7. Incorporate a Live Chat Feature

Add a live chat feature to the business’s webpage to grab and convert leads while they’re most interested in your company’s services. Failure to connect effectively at the first moment of interest can cost you sales while having an easy way to connect will help immediately convert leads to scheduled customers.

8. Craft an Email Marketing Campaign

Create an automated email marketing campaign that’s tailored to each customer’s journey. Schedule annual offers for tuneups when maintenance is due, or promote replacement units when the customer’s current installation is nearing the end of its life span.

9. Use Direct Mail Marketing

Direct mail marketing can complement an active online presence perfectly. Include a QR code on postcards to convert these traditional campaigns into easily trackable online leads. Drop postcards to relevant zip codes to increase sales in targeted areas.

10. Solicit Customer Reviews

Send thank-you cards to customers and request reviews on relevant sites such as your Google Business Profile. Positive reviews increase legitimacy and encourage sales from future leads. Implement one, some, or all of these strategies to increase sales for a home services business. LMH Agency can assist with a variety of marketing services in this industry, carefully tailoring each campaign to the unique needs and prospects of that individual business. Reach out to get started now.

Best Practices for Getting More Solar Clients

Posted May 24, 2022 by Geoff Braught & filed under Paid Ads, SEO, Tips & Tricks.

Your solar business is in a rapidly growing space, where competitors are continually expanding into or popping up for solar services. It’s crucial for your solar business to identify effective marketing strategies so you can connect with the right niche and convert interested businesses and homeowners into solar enthusiasts who are ready to install and grow their own solar installations. The following best practices will give your solar company a solid foundation for your marketing activities.

Build a Branded Website

Best Practices for Getting More Solar Clients - LMH Agency

Solar installations are trending simply because solar panels become more affordable and accessible. Though interest is high, many potential solar customers are still uncertain about the ins and outs of solar installations. Your solar company can build brand awareness and establish itself as a valuable thought leader in the industry with an informative and well-designed website. Best practices for your solar website include:

Creating organized content silos for different types of information so consumers and search engines can easily navigate the site.
Providing informative and easy-to-read content with facts, statistics, and actionable recommendations.
Including CTAs that explain exactly how customers can take advantage of solar installations and what they stand to gain.
Featuring consistent branding with a simple color scheme, one or two fonts, and an attractive logo.

Incorporate Targeted SEO

Solar businesses need marketing that targets both their services and service area. You must identify the best keywords and phrases and incorporate these throughout your websites in the form of landing pages, URLs, and blog posts. Videos are another powerful SEO tool. These are especially effective for solar companies that have some intriguing content to show pertaining to installations.

You can also boost SEO by making wise use of the Google Business Profile tool. Every solar business should create or claim a Google Business Profile for the company. You can then specify services, identify service areas, provide contact information, and link to your website. It’s even possible to make posts directly through the Google Business Profile which will further boost Google search engine success, particularly in your company’s locality.

Use Paid Advertising

Paid search engine advertising is typically available through a pay-per-click or pay-per-thousand impressions model. Ads that target a well-defined local audience can lead to more conversions by keeping your business at the top of results pages when users look specifically for solar installation or repair services in your area.

Paid social media advertising is another area worth considering. Paid ads on a site like Facebook can reach millions of potential customers. Facebook offers several levels of targeting to help businesses reach potential customers based on location, interests, and other demographics. With a well-constructed website, effective SEO strategies, and some well-placed advertising, your solar business can successfully establish its presence in this industry and begin building a satisfied client base. LMH Agency offers all the marketing services your solar company needs to get started.

5 Ways to Market Your Local Remodeling Business

Posted May 12, 2022 by Geoff Braught & filed under Paid Ads, SEO, Social Media, Tips & Tricks.

Marketing a remodeling business requires a thoughtful approach to web design, social media posts, SEO, and paid advertising. These highly localized companies must reach a relevant audience without wasting precious ad spend on individuals who are outside the service area or interested in the wrong services. Try these tactics to enhance your remodeling business’ marketing.

Enhance Web Design

A whopping 85% of consumers indicate that a quality website is important for businesses. In the remodeling business, this is especially true, as the right portfolio can easily make or break a sale. Your remodeling business should maintain an extensive collection of project photos so prospective customers can scroll through before-and-after shots and get a clear idea of what you can do. Other essential website features include:

Detailed information on the services offered.
Visible contact information at the top of the page.
Clear branding featuring your company’s logo, colors, and typography.

Incorporate Search Engine Optimization

Proper SEO can vault your remodeling business into one of the coveted first-page spots on SERPs (search engine results pages). SEO is a complex process that involves selecting the right keywords and links and incorporating them throughout the page in a natural manner.

For a remodeling company, this will include detailed phrases pertaining to the specific services offered and the company’s service area. A thorough SEO marketing strategy addresses page titles, subheadings, meta descriptions, content, images, videos, links, and more. Claiming and optimizing your company’s Google Business Profile is an essential part of boosting SEO as well.

Invest in PPC Advertising

Pay-per-click (PPC) advertising places your company’s website at the top of relevant searches. To develop an effective PPC campaign, you must consider the exact keywords that you want to compete for. Remember, broad keywords not only cost more, but they’ll also deliver less lucrative results. It doesn’t help to reach a national audience if the business only serves customers in the Chicago area. You can also exclude words from PPC campaigns so phrases that are similar but irrelevant won’t direct searchers to the business’ page.

Create a Social Media Presence

Social media offers a high-traffic platform for businesses to interact with customers. Your remodeling company can easily keep its social sites active by posting photos before, during, and after a project. Beautiful remodels can organically garner comments, likes, and shares, boosting recognition for the business.

Seek Customer Reviews

Customer reviews on pages like Facebook and Google Business Profiles lend a lot of legitimacy to businesses. Customers can share not only their experiences but their photos as well. Many shoppers feel these posts are more reliable than what the business shares itself. Consider making a personal follow-up with customers once the job is complete and soliciting reviews from those highly satisfied homeowners. Working with an experienced professional can streamline the process of setting up online marketing campaigns. LMH Agency offers a wide range of marketing services tailored to remodeling businesses. This includes personalized strategies for SEO, social media marketing, web design, and paid advertising campaigns. Contact our team today.

Ideas for Marketing Your Commercial Construction Company

Posted April 28, 2022 by Geoff Braught & filed under Paid Ads, SEO, Social Media, Tips & Tricks, Websites.

commercial construction company marketing

Nothing drives more customers to a commercial construction business than an effective marketing strategy. In this day and age, the best way to reach potential customers is through online advertisements and social media advertising. Leveraging these digital tools can help your business grow financially and increase its visibility. Reading about some imaginative ways to use these resources can help you create high-quality promotional content. Read on to learn six different ideas for marketing your commercial construction company.

1. SEO Content Strategies

Learning how to optimize a search engine results page (SERP) is one of the best ways to increase your business’s visibility. Creating SEO content for a website promotes recognition in a search engine’s algorithm, allowing users to find it more easily on the results pages. To drive more traffic to your website, it’s helpful for you to design a variety of different SEO content.

2. Paid Google Advertising

If you’re still struggling to get user hits after creating new website content, you might benefit from using Paid Google Ads. These ads can appear on Google search results pages, driving more traffic to a website. They can also allow you to provide a convenient click-to-call button, allowing customers to reach out quickly. Paid Google Ads also provide a variety of payment options to match your business’s budgeting needs.

3. Social Media

Social media is another incredibly powerful tool for promoting your commercial construction company. Maintaining active profiles on a variety of social media platforms is a good way to increase customer awareness of the company’s brand. If you want to increase your online engagement, you benefit from hiring a dedicated social media manager to run these accounts.

4. Website Optimization

Optimized websites get more traffic than non-optimized ones. To create an optimized website, you can enroll in a website design course or hire a dedicated professional to create streamlined web content. You might also research the websites of other construction businesses that appear at the top of SERPs. To increase your company’s visibility, mirroring the style of sites that perform well is an effective strategy.

5. Stunning Visuals

To attract more online users, it’s important for you to create visual website content. This can be an effective way to encourage customers to stay on your website, while also promoting your business practices. To include visual content, it can be a good idea for you to try out some different types of design software. You can also hire a dedicated designer to make icons, logos, and background images.

6. Email Campaigns

Using email capture devices on your website is another good way to market your commercial construction company. After your construction company collects email addresses from the site’s visitors, you can prepare email campaigns that promote different services. Running these campaigns allows you to release surveys to collect data and reach specific groups of clients. There are many ways to promote your business in the digital age, so it’s helpful to combine a variety of different techniques. Here at LMH, we offer professional website design services and other types of marketing support. Contact us online today to find the best marketing solutions for your commercial construction company.

How to Get More Leads for Your Foundation Repair Business

Posted April 26, 2022 by Geoff Braught & filed under Paid Ads, SEO, Social Media, Tips & Tricks.

Do you want to know what the foundation of your foundation repair business is? While the appropriate materials and equipment are important, thoughtful marketing efforts can help you build a loyal client base. Below are some of the most effective ways to get leads for your foundation repair business.

Perfect Your SEO

Perfecting your foundation repair business’ SEO is one of the most affordable ways to increase your business’ leads. While it generally takes four to six months to see improvements in SEO, this method produces long-term results. Some businesses choose to have in-house team members make adjustments to their websites’ SEO, while others hire outside agencies to do it for them.

Improving a website’s SEO may involve implementing the proper keywords. You can start by researching which keywords draw the most website traffic in your area. Your results may lead you to incorporate keywords like “foundation repair near me,” “foundation contractor,” and “house foundation repair” into your website. Perfecting your website’s SEO may also involve making the meta titles and descriptions more concise. You may adjust the meta titles’ and descriptions’ length and include calls to action to increase their effectiveness.

Invest in Paid Google Ads

Investing in paid Google Ads is another way that foundation repair businesses can get more leads. Paid Google Ads produce more instant results, and they help your business compete with local ones in your area. With Google Ads, you can quantitatively measure the success of your campaigns and control how much or how little your business spends on advertising.

Post on Social Media

Make it a goal for your foundation repair business to stay active on social media. You can work across various accounts and commit to a consistent posting schedule so that you can properly engage with existing and potential clients. Experiment with different kinds of content, including brief text posts and short video clips. Be sure to define your brand voice so that your clients know exactly what business is behind your witty posts.

Optimize Your Website

Another way to get more leads for your website is to optimize it for your users. For example, you may consider converting a single webpage into multiple web pages that are easier for your visitors to digest. Instead of having all of your services and company information on one webpage, you may make separate pages like “Foundation Repair,” “Sinkhole Remediation,” and “Soil Stabilization,” depending on what services your company offers.

As you start to optimize your website, you can consider changing the font type and size to increase your website’s readability. Whatever visuals you include, be sure that they’re of high-quality and can load quickly whenever a user lands on your website. You can also cater to mobile users by incorporating responsive links and a fast page load speed.

As you grow your foundation repair business, it’s important to stay up-to-date with the latest marketing techniques. These techniques can help you stay ahead of your competitors, maintain a loyal client base, and become a reputable company in your area.

10 Marketing Tips for Home Contractors

Posted April 22, 2022 by Geoff Braught & filed under Paid Ads, SEO, Social Media, Tips & Tricks, Websites.

As a home contractor, you provide a wide range of services to your clients. Marketing a business can be challenging, but learning to advertise services online can help home contractors like you find a long-term customer base. Here are ten marketing tips that you can implement for business success.

1. Understand the Intended Audience

Before beginning the process, it’s important for you to understand your target audience to maximize a marketing campaign’s impact. Some strategies include identifying customer demographics and determining the business’ specialization in the industry, like carpentry or painting.

2. Optimize the Website

You can also generate a larger audience by optimizing the business’ website. It’s important to have a website that’s easy to navigate with accessible language, so you can communicate key information to users. Websites are also a great way to begin your online presence, which supplements other marketing efforts.

3. Use Search Engine Optimization (SEO)

Search engines like Google use an algorithm to rank websites on search engine results pages (SERPs). When a website has a high ranking, more users find it when searching for local contractors. Different SEO strategies include adding keywords to your website, producing content consistently, and creating a website that functions on mobile devices.

4. Implement Paid Google Ads

Paid Google Ads are another helpful marketing method for you to use. They provide a way to advertise services to your new customers on different websites through Google searches. By determining a budget for these advertisements, you can ensure they’re worth the effort and cost.

5. Use Social Media

You can also increase your business’s social media presence to engage with customers and promote your services. There are several social media sites, so it’s important to have a presence on each platform. This can increase audience size and generate new leads.

6. Connect With Previous Customers

Your business can benefit from connecting with previous customers to build a long-term clientele. Past customers may have new home service needs or might know someone who could benefit from the same services. So, building these relationships can allow your company to preserve the current audience and gain new referrals.

7. Create Videos

Creating videos can increase your website’s SERP rankings and generate interest, increasing website traffic. Making high-quality videos that demonstrate your services and personality can help you better connect with viewers.

8. Highlight Employees

Highlighting employees is a way to gain the trust of the audience. By showcasing individuals, users can understand your business’ value system. Appealing to users’ emotions can increase trust in your services.

9. Include Feedback

Adding customers’ feedback to your website or account is another way to boost your marketing efforts. Feedback can provide new customers with more information about contracting services and address any hesitations or concerns. Including feedback also demonstrates how a contractor maintains professional relationships with previous clients.

10. Use Email Marketing Campaigns

Email marketing campaigns allow you to share information with a specific audience. You can use this method to stay in contact with previous customers or provide relevant information to interested parties. These emails can also contain advertisements for deals or special offers. Implementing these ten tips can improve your company’s marketing efforts, no matter your trade. Electricians, plumbers, and landscapers alike can benefit from increasing their marketing efforts. Check out our blog today to find more helpful marketing tips.

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