How to Accelerate Your Lead Flow with PPC For Plumbing & HVAC Contractors

There is no doubt that you have noticed promotional advertisements at the top of the page when you do any kind of Google search. Those advertisements are placed there by the Google AdWords platform, a pay-per-click service you can use to promote your business in your local area. In Josh's opinion, PPC is one of the best ways to get leads flowing into your business immediately and the best part is that you can track the results to know whether or not the money you are spending on AdWords is really benefiting your business. This webinar session of the podcast takes a deep dive into Google AdWords and demonstrates, through real case studies, how effective it can be for plumbing and HVAC businesses.
 

Outline of This Episode

• [0:22] How lead flow can increase dramatically through PPC platforms like AdWords
• [3:28] The free bonuses you’ll receive from listening to this episode
• [6:18] Get leads much quicker in your market through PPC
• [10:23] Why most plumbing or service business PPC campaigns fail
• [13:01] Specific case studies of plumbing and HVAC companies that rock PPC
• [41:52] How should you budget for an effective PPC campaign?
• [49:53] Q & A session.

Resources & People Mentioned

• www.PlumberSEO.com/schedule
• Google Adwords
• Service Titan

Connect With Josh

• https://www.facebook.com/Plumberseo/
• https://www.facebook.com/plumbingmarketing
• https://twitter.com/plumberseo

Watch the full training video by clicking below:

Do you know what the term “lead flow” means?

If you are not familiar with the term, let's take a moment to define it. "Lead flow" refers to the number of qualified prospects who are coming into your company either via email, phone, or some other communication channel. The good news is that you can increase your lead flow almost immediately using services like Google AdWords. In this webinar version of the podcast, you will hear Josh explain how PPC works, why it is an excellent resource for plumbing and HVAC service providers to take advantage of, and how to avoid the common mistakes companies make that waste their money and time.

Your opportunity to build a customer base is only as big as your lead flow

Every service business owner wants to have a larger customer base. It 's the pool of individuals that makes your business worthwhile and profitable. But the opportunity to build your customer base larger and larger is only as big as your lead flow. In this podcast episode, Josh explains how you can intentionally and powerfully increase your lead flow through the use of PPC. He shows you real stats from real customers he has helped increase their profits through specific targeting of people in their area. You won't want to miss this.

PPC has incredible benefits when it comes to increasing your lead flow

One of the most powerful aspects of pay-per-click advertising is that you can use the most popular PPC tools to drill into the mass of people you could potentially reach in order to find your specific, interested customers, who live and work in the areas that you serve. You can do that by specifying the exact keywords and keyword phrases you want to use, even excluding certain phrases that would give you false positives to your advertising. Find out how to use PPC the most effective way, with a focus on Google AdWords, on this episode.

Google Adwords is a powerful way to build your service business

When a person searches Google for the phrase “plumbing repair,” they do not receive search results from a city 500 miles away from them. Google is smart enough to give them results that apply to the area and vicinity in which they live and work. Even though that narrows down the scope of their search and makes it more possible for your company to rank high in those results, there still may be hundreds of businesses you're competing with. That is where Google AdWords comes in. The AdWords platform enables you to place an advertisement at the top of the search results pages that apply to your business and the specific keywords you have chosen. That causes you to rise to the top of the many companies that are vying for that searcher’s business. Find out how to use Google AdWords to your greatest advantage, on this episode.

NOW…before you say “PPC Does Not Work…”

I want to encourage you to invest an hour of your time learning about the latest changes in Google AdWords, Paid Search and how PPC can actually be the key to almost unlimited scalability in terms of LeadFlow for your Plumbing and / or HVAC business.

Even if you have invested thousands of dollars in PPC in the past and gotten no return…I can assure you…with the right strategy & setup (which I will be showing you on the webinar) you can get a great 3-7X ROI via Paid Search.

Why most PPC Campaigns FAIL

• Fail to understand the AdWords Auction Process and the complexity of the Plumbing / HVAC Industry
• Setup only ONE ad group for all services (plumbing, emergency plumbing, drain cleaning, water heaters, AC Repair, Heating Repair, etc)
• Don’t use specific text ads and landing pages for for groups of keywords
• No strong call to action or OFFER on the landing page

How to structure your PPC Campaign

• Conversion tracking is a MUST
• Your campaign must be broken to to smaller ad groups targeting the various services that you provide so that your text ads match what the person typed
• Make sure you have a strong understands of keyword match types & don’t forget about negative keywords
• You need to write compelling text ads that resinate with what the customer typed and entice them to click on you vs. the competition
• Leverage Ad Extensions to make your Ad Stand out on the Page
• You have to land visitors on solid-well thought out pages on your site that are built to convert
• Ongoing split testing, tweaking & fine tuning

Conversion Tracking Essentials

• Dynamic number sapping with different phone number for PPC traffic vs. organic or direct traffic
• A keyword pool with dynamic number swapping so that you can track phone calls back to the keyword & campaign
• Webform Tracking
• Conversion tracking built into your Ad Words campaign to determine which AdGroup generated the lead

Most Important KPI's

• Total Spend
• Average Cost Per Click
• Average Cost Per Lead (Calls & Web Forms)

• • • Plumbing - $25 - $40 per lead
    • HVAC - $45 - $70 per lead

• Return on Investment

You need to have a DASHBOARD:

If you can track TRUE ROI..even better:

Ad Groups for Plumbing

Ad Groups for HVAC

Questions to ask your PPC Provider:

• How much of my budget will go to Google AdWords Spend vs. Management Fee’s
• What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion tracking?

• • • If you don’t have web & call conversion tracking that pulls into AdWords you will be at a MAJOR disadvantage vs. the competition.
    • Will you delineate PPC calls vs. Organic Calls?

• How will we track our our Key Performance Indicators (KPI’s)? Will I be provided with a live dashboard?

• • • Key Metric - Average cost per lead generated

• Will you be setting up specific landing pages for each AdGroups or will the traffic be directed to the home page?

• • • If you are driving traffic to landing pages how will those pages be optimized for conversion?

• Do you split-test test ads for each Ad Group?
• Will you be leveraging all of ad extensions to make my text ads stand out in the search results?
• What are our targets in terms of Cost Per Lead & Return On Investment (ROI)?

You can download the slides from this presentation by clicking below:

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