Running your own ads can feel overwhelming, especially if you’re juggling multiple jobs, managing a team, or working hands on in your business. The jargon, tools, and strategies can seem like an entirely different language.
With the right setup and approach, you can run successful advertising campaigns that bring in more leads, clients, and projects, all while keeping costs manageable.
Whether hiring an Ads Manager isn’t in the budget or you simply want to keep things in house, this guide is for you. Here are some top tips.
Choosing the Right Campaign Setup
The first step is choosing the right platform and campaign objective. Each platform offers different benefits, but two stand out:
1. Google Ads: Perfect if you want to appear when potential customers are actively searching for services like “plumber near me” or “roof repair services.”
– For example: A roofing contractor could use Google Search Ads to target keywords like “emergency roof repair” or “roof replacement quotes.”
– Pro Tip: Use Expert Mode when setting up your account. It gives you full control over your campaigns and access to features you’ll need later, like conversion tracking.
2. Facebook and Instagram Ads: Great for brand awareness and showcasing past projects to a local audience.
– For example: A builder could run a carousel ad showing before and after photos of recent builds, targeting homeowners in a specific area.
Define Your Audience
Your ads will perform best when they’re shown to the right people, this often means targeting customers within a specific geographic area who need your specific services.
For example for a Local Electrician:
– Location: Set your ads to show only within a 20 mile radius of your service area.
– Demographics: Target homeowners aged 30–60 (likely decision-makers for repairs or installations).
– Interests: Focus on people interested in “home improvement” or “renovations.”
Highlight the Services You’re Known For
Your ads should focus on the services that drive your business. Trying to cover everything can dilute your message and waste your budget.
For example:
If you’re a general contractor specialising in kitchen renovations, your ads should focus on that niche. Use messaging like:
“Transform Your Kitchen in 30 Days. Book a Free Consultation Today!”
Avoid broad messaging like “We Do It All” because it doesn’t communicate a clear value proposition or differentiate you from competitors.
Use High Quality Visuals
Showcase your work with clear, professional photos or videos.
For example:
A landscaper could create an ad featuring a time lapse video of a backyard transformation, paired with text like:
“Ready for Your Dream Outdoor Space? Call Today for a Free Estimate!”
If you don’t have professional photos, use your smartphone, but make sure the lighting is good and the worksite is clean.
Choose the Right Keywords
If you’re running Google Ads, your keywords are the foundation of your campaign. Choose terms that are highly relevant to your services.
For example: For a Plumbing Business:
– Use specific keywords like:
– “emergency plumber [city]”
– “water heater installation”
– “leaking pipe repair”
– Avoid broad keywords like “plumbing,” which could attract irrelevant clicks and cost more.
Pro Tip: Use Google’s Keyword Planner to find the most relevant and cost-effective keywords for your trade.
Always Set Up Conversion Tracking
Conversions might include phone calls, contact form submissions, or booking requests. Setting up conversion tracking ensures you can measure how well your ads are performing.
For example:
– For a general contractor, you could track when someone fills out your “Request a Quote” form on your website.
– For a plumber, track how many clicks on your ad result in phone calls.
Both Google Ads and Facebook Ads offer step-by-step guides for setting up conversion tracking, so take the time to do this upfront.
Start Small and Test
No matter how much planning you do, advertising is all about testing and learning. Start with a small budget (£10–£20/day) and test different:
– Ad headlines
– Images or videos
– Target audiences
For example:
If you’re a fence builder, you might test:
1. One ad featuring a “before and after” photo.
2. Another ad showcasing a family enjoying their backyard with the text “Secure and Beautiful Fences – Call Today!”
See which ad performs better, then focus your budget on the winner.
Optimise Your Landing Page
Your ads will only be effective if your website or landing page can convert visitors into leads. Ensure that:
– Your page loads quickly (no one waits for a slow site).
– The call-to-action (CTA) is clear (e.g., “Call Now for a Free Estimate” or “Request Your Free Quote”).
– Contact forms are simple and easy to fill out.
For example:
If you’re an electrician, your landing page for an ad about “electrical repair” should focus solely on that service, with details like:
– Common electrical problems you fix.
– Pricing (if applicable).
– Testimonials or before and after examples.
Need Extra Help? Let Us Handle It for You
Running ads for your business can feel like another full-time job, but it doesn’t have to. At Co Thought Digital, we specialise in creating high-performing ad campaigns for businesses just like yours. From crafting the perfect ad copy to targeting the right audience and setting up conversion tracking, we handle all the hard work so you can focus on what you do best.
Ready to get started? Let’s chat about how we can grow your business. Contact us today.
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