The success of restoration businesses is largely determined by how effective they are at generating quality leads. Restoration companies may generate leads through referrals and word of mouth, traditional advertising on local radio stations and newspapers, and through effective digital marketing. One strategy that restoration companies should add to their digital marketing campaign is pay-per-click (PPC) advertising.

PPC advertising is a digital marketing strategy in which businesses create online ads that help increase the traffic to their website and generate more leads and conversions. Businesses bid on the keywords and phrases they want in their ads, and they pay a fee each time a user clicks on the ad. PPC ad campaigns are a cost-effective way to quickly improve visibility among your target audience and generate quality leads. For restoration businesses, creating PPC ads for keyword phrases like “water damage restoration” and “fire damage restoration” can bring in a highly valuable lead.

Running a successful PPC campaign requires a solid strategy that includes targeting the right keywords and audience as well as conducting ongoing management and monitoring to maximize the success of the campaign. In this guide, we discuss how restoration businesses can use PPC effectively to get the most out of their campaign and maximize their return on investment (ROI).

The Benefits of PPC Advertising

Restoration businesses need to be visible to their target audience online. PPC campaigns allow restoration businesses to reach potential customers in their time of need. For instance, if someone is searching for “water damage restoration” because there is flooding in their home, they will likely see your PPC ads that target this keyword phrase.

 

The following are the main benefits PPC advertising can have for restoration businesses:

• Targeted reach: You can curate your audience by targeting specific demographics and target those within your main service areas with your PPC ads.
• Immediate visibility: PPC ads are immediately visible to those searching for your targeted keywords as they can appear at the top of search engine results pages (SERPs).
• Control of the budget: You can control your PPC budget through effective bidding strategies and by setting an average daily budget.
• Measurable results: The detailed analytics allow you to track the performance of your PPC campaigns and make adjustments to optimize their effectiveness.
• Competitive advantage: You can gain an edge over your competitors by outbidding them for top ad placements and keywords which brings your business more leads.
• Increases brand awareness: The appearance of your PPC ads in the SERPs for relevant searches increases brand awareness and helps establish your business as a trusted restoration service provider.

Best PPC Advertising Platforms for Restoration Businesses

There are multiple platforms that you can use to create and run PPC campaigns that can benefit your restoration business. You should focus your efforts on the platforms where you are most likely to find your targeted audience, whether that includes people searching for restoration services on Google or your follows on social media platforms like Facebook. Running PPC campaigns on multiple platforms can help maximize your reach and visibility and generate more leads from those in need of professional restoration.

The following are the main PPC advertising platforms:

• Google Ads: Google is by far the most popular search engine and often the first place people go when looking for restoration services. Running PPC ads on Google allows you to target users who are actively searching for the services you offer.
• Bing Ads: While Bing is not as popular as Google, there are a growing number of people who prefer to use Bing. Running PPC ads on Bing can bring in good leads by targeting those searching for restoration services.
• Facebook Ads: Facebook Ads offers detailed targeting options so you can reach homeowners within your service area who need restoration services.
• LinkedIn Ads: You can target commercial clients and generate leads for large restoration projects by running PPC ads on LinkedIn.
• Instagram Ads: Instagram ads can include before and after images of your completed projects which engages users and helps improve brand awareness.
• Yelp Ads: Many who are searching for restoration services may check Yelp for reviews. Running ads on Yelp can increase local visibility and reach those looking for a trusted restoration contractor.
• Reddit Ads: Reddit Ads offer a unique way to reach niche communities, allowing you to target specific subreddits related to home improvement, restoration, or disaster recovery. This can help generate interest and leads from users discussing relevant topics or seeking advice.

Tips to Run a Successful PPC Advertising Campaign and Generate Restoration Leads

PPC ad campaigns are highly effective for generating quality leads when the campaigns are run well. Restoration businesses can get the most out of their PPC campaigns and maximize their ROI by targeting the best keywords, writing great ad content, and reaching the right audience.

 

The following are proven PPC advertising strategies that can help you run a successful campaign for your restoration business.

Target Local Keywords

Restoration contractors offer their services within a local area, which makes it important to target local keywords. Make sure to include city names, regions, and other geographical modifiers in your keyword phrases so that your ads will be displayed to those who are searching for restoration services in these areas. Adding local modifiers to broad keyword phrases, like “water damage restoration in Schaumburg, IL” also reduces competition and increases your chance of generating high-quality leads.

Optimizing your PPC ads with local keywords ensures that your ads are displayed to a more relevant audience which increases click-through rates (CTRs). You can also highlight your service areas and promote special offers by using ad extensions or creating location specific ad groups. The more relevant your ads are to local users, the more likely they are to result in a conversion.

Promote Service Offerings with Ad Extensions

You can provide additional information in your ads and help set your business apart from other restoration contractors by using ad extensions. These tools allow you to go beyond basic ad copy, including additional details like contact information, location, website links, services offered, special promotions, and more. By including a complete list of your services in ad extensions, you can attract potential customers searching for specific restoration solutions, making it easier to generate high-quality leads.

Use Geotargeting

It is important for your PPC ads to target the geographical areas where you provide your services to generate the most relevant leads. PPC platforms allow you to set geotargeting parameters for your campaign so that your ads will only display to those who are searching for restoration services in your designated service area.

If your business serves a large area that contains multiple cities and regions, you can set up separate ad groups for each city or region with ads that appeal to their specific needs and preferences. You can also use geotargeting to focus on the locations within your service area where there is a higher demand for your services.

Increase Brand Recall with Remarketing

Remarketing helps increase brand recall by targeting users who have visited your website without converting. With remarketing, these users will see your PPC ads on other websites and social media platforms which establishes trust and familiarity with your brand and encourages them to return to your website and take the desired action such as booking a service or requesting a quote. Those looking for restoration services are likely to research and compare different contractors and remarketing helps keep your business on their mind throughout the buying journey, increasing the chance of a conversion.

You can set your remarketing campaign to target users who have taken specific actions on your website, including starting to fill out a form or visiting webpages for specific services. Your remarketing ads can appeal to their specific needs based on which service pages they visited and include special offers to encourage them to convert.

Optimize Ad Scheduling

It is important to make sure that not only are your PPC ads being displayed to the right people but also targeting them at the right time. To optimize the scheduling for your ads, you must identify the best times during the day when your ads are more likely to be visible and your target audience is most likely to engage. This will also help you maximize your advertising budget and improve ROI as you will only spend on ads at the times when they are most likely to convert.

You can take advantage of ad scheduling by creating ads for emergency services and running them during nights and weekends when homeowners are most likely to experience a fire or water emergency. You can also target commercial clients by running ads for your commercial restoration services during typical business hours.

Create Quality Ad Copy

It is not enough for your ads to be seen, they must include compelling copy that grabs attention and entices potential customers to call your business for restoration services. Make sure the content in your ads shows your expertise and focuses on your main selling points such as 24/7 emergency response, free estimates, and customer satisfaction guarantees. Creating compelling copy could mean the difference between getting a good lead or getting passed over for a competitor.

It is also important to include clear calls to action (CTAs) so potential customers know the next steps to take. Convey the desired action with statements such as “Call Us for a Free Estimate” or “Book Our Services Online.” Adding information about special offers, promotions, and discounts can further encourage potential customers to convert.

How to Measure the Success of Your PPC Campaign

Once you have set up and launched your PPC campaign following the tips outlined above, it is important to consistently monitor your campaign and measure the results to ensure the effectiveness of your ads. Measuring the performance of your ad campaign can help you capitalize on what is working well and identify areas for improvement so you can take action to boost the performance.

Follow these steps to analyze the key metrics and assess the performance of your PPC ad campaign:

• Choose a campaign to analyze on your “Campaigns” tab and review the number of clicks, impressions, CTR, and conversions on the main overview page.
• You can see which keywords are generating the most traffic and conversions by clicking on the “Keywords” tab.
• Check the “Ad groups” tab to evaluate the performance of each ad group.
• The “Ads & Extensions” tab will show you the performance of your ad extensions.
• The “Dimensions” tab contains performance data based on time, geographic location, and other dimensions you set.
• You can generate custom reports and choose which metrics and dimensions to include in the report by using the “Reports” tab.
• Under the “Tools & Settings” menu, you can set up conversion tracking.
• The conversion data will show you which campaigns, ad groups, and keywords are leading to the most conversions.
• Your analysis of these metrics can help you determine which areas need to be improved so you can adjust your campaigns to improve the performance and increase your ROI.

Lead Generation and PPC Ad Management from RestorationMaster

PPC advertising is a powerful tool for restoration businesses looking to generate high-quality leads and increase their online visibility. By targeting local keywords, leveraging geotargeting, optimizing ad scheduling, and creating compelling ad copy, restoration companies can maximize their ROI and reach customers when they need restoration services the most. Additionally, continuous monitoring and adjustment of PPC campaigns ensure long-term success. With the right strategy in place, PPC advertising can give restoration businesses a competitive edge and drive consistent growth.

If you feel like your restoration business is still not generating enough quality leads despite your best efforts, you can get help from our digital marketing experts at RestorationMaster. We provide lead generation services to help restoration contractors generate high-quality, exclusive water damage leads, fire damage leads, and mold remediation leads. Our geo-targeted website attracts relevant search traffic from your main service area and any leads we generate are sent directly to your business. We can also implement and manage PPC campaigns for restoration businesses to help generate additional leads and improve your conversion rate.

For more about how we can help your restoration business with effective lead generation and PPC management, call RestorationMaster at (888) 846-1992.