Google Ads, formerly Google AdWords, is an online program that many industries use to advertise their businesses. With this platform, many plumbing contractors can reach potential clients in their area and beyond.
Simply setting up an account on the platform is not enough. To better manage and optimize the platform’s utility, businesses need to understand the differences between three concepts: Google Search Ads, Google Display Ads, and Local Services Ads.
What are these three concepts, and how can they help plumbing contractors grow their business? This article aims to answer those questions.
Google Search Ads
Google Search Ads are the most popular and the easiest to use of the three kinds of ads. They appear in the Google search engine, and they appear based on search queries. For example, someone interested in plumbing could search for “plumbers near me,” and a plumbing company could advertise their business.
The ads appear on the first page, the first two pages, or sometimes even the first three pages of the search results, depending on how the search is conducted. However, businesses should note that the ad only appears on the first page of search results, and won’t appear if the query is too generic.
This kind of ad is good for targeting new leads, but it’s not so good at converting leads into customers because it’s harder to convince someone to take action after a quick research.
Google Display Ads
Google Display Ads are similar to Google Search Ads in that they appear in the search results. However, they don’t show up on Google Search results. Instead, they appear on other websites through Google Display Network. That’s a group of websites and applications like YouTube, Gmail, and Blogger.
Because they appear on non-search results, this kind of ad converts better than Google Search Ads. However, the cost per click–or the amount of money paid each time the ad is clicked–is higher.
This kind of ad is best for plumbing contractors aiming to reach a broader audience. For example, instead of waiting for people to type for “plumbers near me”, their ads would just naturally be displayed on an available online ad space. This also works if a plumbing contractor wants to target a specific kind of customer. For example, if a plumbing company wants to attract people between the ages of 30 to 60, they can set the display ads to target that specific age range with a few clicks of a mouse.
Google Local Services Ads
Local Service Ads are similar to Google Display Ads, but they are more focused. They are only available to local businesses and appear above paid search ads on Google Search. They appear when people search for services with a location attached, like “professional plumbers near me” or “plumbing services in Toronto.” These ads are also featured in Google Maps and Google Assistant’s voice search responses.
These ads cost the same amount as Google Search Ads and are a great way of targeting people in the same area. The lead is more likely to take action because they already know what they need.
Businesses should note that Local Service Ads require more information about a business. For example, Google needs to know the business’s name, address, and contact information. They also need to specify the services the business offers.
How to Use Google Search Ads Effectively
Google Search Ads are great for driving new leads, and it’s very easy to implement them. But creating an account is not enough. To really get the most out of Google Search Ads, here are a few tips that can help:
1. Create a Search Network Only Campaign
Set up a “Search Network Only” campaign. In this campaign setting, Google will only show your ad if the person searching for something is on Google search. This increases the chances of people clicking your ad because they are already familiar with Google Search, and they are more likely to take action after researching. This is an important campaign setting because it helps you reach more people in your area.
2. Increase Your Budget
The daily budget is the amount of money you plan to spend on ads each day. The more you spend, the more money you are giving Google to use to show your ads. However, you can get more clicks, and that can mean more leads. If you think your business could get more leads in a single day than you expected, you should spend more.
3. Increase Bids
Increase the amount you bid on keywords. Another way to increase the number of clicks your ads get is by increasing the amount you bid on keywords. Keywords are the main words or phrases people search for when they want to find something. If you want your ad to appear when someone searches for “plumbers near me,” for example, you can increase your bid on that keyword.
How to Use Google Display Ads Effectively
Google Display Ads are less popular than Search Ads, but they work differently. This means some strategies that are applicable in Search Ads may not be effective in Display Ads. So, to get the most out of Google Display Ads, here are some tips to follow:
1. Separate Your Ads
Create a separate campaign for each ad. Google Display Ads are more effective when you create separate campaigns for each ad. These campaigns should appear on different websites. Each campaign should have its own budget. So if you have three ads, you should have three campaigns.
2. Monitor, Analyze, and Adjust Your Campaigns
You can also analyze your ads based on the performance of each campaign. For example, if you have three campaigns and one campaign is not performing as well as you hoped, you can stop that campaign and focus on the other two.
3. Always Add a Call to Action
Add more text to your ad. Google Display Ads have a limited number of characters. So, make every word count. But whatever happens, always remember to include a call to action (CTA). This is the part where you ask people to take the next step. For example, if you offer free estimates, you can have “call today for a free estimate” as your CTA.
How to Use Local Services Ads Effectively
Local Service Ads are a great way for advertising if your service area is near your place of business. To ensure that your Local Services Ads campaign is working in your favour, here are some tips for you:
1. Update Your Google Business Profile
You should always use a Google Business Profile, formerly Google My Business, account. You can easily set up a business listing in Business Profile, and you can use Google Analytics to track and analyze your listing.
2. Link Your Ads
You can use your website to create links to your ads. That way, when your website visitors click the link, they can find out more about your business.
3. Use Call Extensions
You can use call extensions to get more leads. If someone searches for “plumbers near me”, they will see your ad. You can add a call extension to that ad so that when they click it, they can call you.
The Bottom Line
Google Ads offers plumbing companies and other businesses many ways to reach potential new customers. The key is to know which ads are the most effective. By understanding the way Google Search, Google Display, and Local Service Ads work and how to set them up effectively for your business, you can get the most out of Ad campaigns.
If you are looking for the best Google Ads agency in Toronto, look no further than New Digital Marketing Agency. We are a data-driven company that offers a wide range of digital solutions, including Google Ads management, Google Ads optimization, SEO services, and so much more. Team up with us today, and let us help you reach your full digital potential!
