Introduction to Google Ads Playbook for Home Service Franchisors
Google Ads is a comprehensive platform designed to help businesses reach their target audiences through paid search advertising. For home service franchisors, leveraging Google Ads can significantly enhance visibility and attract more local clients.
This playbook from GuruLabs provides a structured approach to effectively setting up and managing Google Ads campaigns tailored for home service franchises. GuruLabs offers PPC management services in the Washington DC area. If you're a small home service franchisor looking to get leads, here is a quick playbook that we use internally. We hope this can help, but if you would like to get our subscription plan, we offer weekly services for PPC management in the Washington DC area.
1. Basics of Google Ads
Google Ads operates on a pay-per-click (PPC) model, meaning advertisers pay each time users click on their ad. Understanding the key components of Google Ads is crucial for creating successful campaigns.
Keywords are the words or phrases that trigger your ads. These should be carefully selected to match what potential customers might search for when they need home services. For instance, keywords like "PPC management," "PPC management services," "PPC management company," "PPC management agency," and "PPC campaign management" are highly relevant.
Bids represent the maximum amount you are willing to pay for each click on your ad. Effective bidding strategies ensure that you do not overspend while still achieving a prominent ad placement. Managing bids requires balancing cost with the expected return on investment.
Quality Score is Google's rating of the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score can lower your cost per click and improve your ad position. To improve Quality Score, ensure that your ad copy is relevant to the keywords and that the landing page provides a good user experience, relevant content, and fast loading times.
Ad Rank determines your ad’s position based on your bid amount, Quality Score, and other factors such as ad extensions. Ad Rank is crucial because it affects where and how often your ads appear on the search results page. A higher Ad Rank means better visibility and more potential clicks.
By mastering these basics, home service franchisors can create effective Google Ads campaigns that attract more customers and grow their business.
2. Setting Up a Google Ads Manager Account
Creating a Google Ads Manager Account is the first step in managing multiple ad campaigns efficiently. This is particularly useful for home service businesses that might want to run different campaigns for various services or locations.
To set up a Manager Account, start by logging into Gmail, then visit google.com/adwords. Follow the instructions to create a manager account. This account will act as a central hub where you can create and manage individual campaigns for different aspects of your home service business, such as emergency services, regular maintenance, and new installations.
3. Creating a Search Campaign
Search campaigns are essential for home service providers because they target users actively searching for these services. To create a search campaign, sign in to your Google Ads Manager account, select the desired account, and create a new campaign. Choose a goal for your campaign, such as Sales, Leads, or Website traffic. For home service businesses, selecting Leads is often the most effective goal since it focuses on generating inquiries and appointments.
Next, select the campaign type as Search. Set your campaign name, specify the geographic locations you want to target (e.g., your local service area), and set a daily budget that aligns with your advertising goals. Define your bidding strategy, such as Manual CPC or Maximize clicks, to control how much you spend on each click. Manual CPC offers more control, while automated bidding can adjust bids dynamically to maximize results.
4. Utilizing the Keyword Planner
The Keyword Planner tool is invaluable for discovering new keywords, seeing monthly search estimates, determining costs, and organizing keywords. To use Keyword Planner, sign in to Google Ads, click the tools icon, and select Keyword Planner. Click Discover new keywords and enter words or website URLs related to your business. This will generate a list of keyword ideas.
Refine this list by selecting keywords that are most relevant to home services, such as "local plumber," "pipe repair," and "water heater installation." Assess the search volume and competition for each keyword to ensure you are targeting terms that potential customers are actually using. This research will help you create a more effective keyword strategy.
5. Setting Up Keyword Match Types
Keyword match types help manage which searches can trigger your ads. Broad Match shows ads for searches containing your keywords in any order and related terms, making it useful for reaching a wide audience. Phrase Match displays ads for searches containing your exact keyword plus words before or after it, providing a balance of reach and relevance. Exact Match ensures ads are shown only for searches with the exact word or phrase, offering the highest precision.
Negative Match is used to prevent ads from showing for unwanted keywords. For example, if you don’t offer free services, adding "free" as a negative keyword will prevent your ads from appearing in searches for "free home services."
6. Adding Negative Keywords
Negative keywords are crucial for avoiding irrelevant traffic and ensuring your ads reach the right audience. To add negative keywords, sign in to Google Ads, click Keywords from the page menu, and select Negative keywords. Click the plus button, enter your negative keywords, and click Save. This helps refine your targeting and improve the efficiency of your ad spend.
7. Creating Ad Groups and Ads
Ad groups contain one or more ads and a set of related keywords. For a home service business, create tightly themed ad groups for different services such as emergency plumbing, leak detection, and bathroom remodeling. This structure improves relevance and Quality Score.
Name your ad group and set a default bid. Enter keywords using appropriate match types, and then create compelling search ads. Your ads should have relevant headlines, descriptions, and a strong call to action, like "Call Now for Fast Service!" Ensure that your ads link to relevant landing pages that provide a seamless user experience and clear information about the services offered.
8. Setting Up Budget and Bidding
Setting a daily budget is essential for controlling your ad spend. Define how much you want to spend each day based on your advertising goals and overall budget. Choose a bidding strategy that aligns with your goals. Manual CPC offers precise control over individual bids, while automated bidding strategies like Maximize Clicks or Target ROAS adjust bids in real-time to maximize results based on your objectives.
Regularly review and adjust your bids to ensure optimal performance and efficient use of your budget.
9. Creating Call-Only Campaigns
Call-only campaigns are particularly effective for home service providers because they drive phone calls directly to your business. This is ideal for urgent services where customers need immediate assistance. To create a call-only campaign, select the Sales or Leads goal and choose Search campaign type. Enter your business phone number and verification URL, set your budget and bid strategy, and create ad groups with relevant keywords. Design call-only ads with clear, action-oriented copy that encourages users to call, such as "Call Now for 24/7 Service."
10. Ad Scheduling
Ad scheduling allows you to specify when your ads should appear. For home services, it may be beneficial to show ads during business hours or around the clock if you offer 24/7 emergency services. Sign in to Google Ads, navigate to the campaign, and click Ad schedule. Choose the days and times you want your ads to appear and save your settings. This ensures your ads are displayed when potential customers are most likely to need your services.
11. Using the Search Terms Report
The search terms report provides insights into the actual searches that triggered your ads. This helps refine your keyword list and improve targeting. To view the search terms report, sign in to Google Ads, click All Campaigns, navigate to Keywords, and select Search terms. Review the data to understand which search terms are driving clicks and conversions, and adjust your keywords and ad copy accordingly.
12. Setting Up a Shared Budget
A shared budget allows you to allocate a single budget across multiple campaigns, simplifying budget management and ensuring efficient use of funds. To set up a shared budget, sign in to Google Ads, click the tools icon, and select Shared budgets. Create a new shared budget, name it, set the amount, and add the campaigns you want to include. This approach streamlines budget management and helps maximize your advertising impact.
13. Setting Up Conversion Tracking
Conversion tracking measures the effectiveness of your ads by tracking actions users take after clicking your ad. This is vital for understanding the ROI of your campaigns. To set up conversion tracking, sign in to Google Ads, click the tools icon, and select Conversions. Create a conversion action, such as a form submission or phone call, and set up the tracking tag on your website. This data will help you optimize your campaigns for better performance.
14. Audience Targeting
Audience targeting allows you to show ads to specific segments based on demographics, interests, and behaviors. For home services, targeting homeowners in your service area can be highly effective. Sign in to Google Ads, select the campaign, and click Audiences. Choose audience segments such as homeowners, age groups, or income levels, and adjust settings to refine your targeting. This ensures your ads reach the most relevant potential customers.
15. Creating Display Remarketing Campaigns
Remarketing campaigns re-engage users who have previously visited your website, reminding them of your services and encouraging them to return. To create a display remarketing campaign, sign in to Google Ads, click Campaigns, and create a new campaign. Choose Display as the campaign type, set locations, languages, bidding, and budget, and create your display ads. Target previous visitors to increase the likelihood of conversions.
16. Setting Up Remarketing Lists for Search Ads
Remarketing Lists for Search Ads (RLSA) allows you to customize your search ads campaign for people who have previously visited your website. To set up RLSA, sign in to Google Ads, click Tools, then Audience manager. Create a new audience list, apply the list to your search campaign, and set targeting options. This enhances your search campaigns by focusing on users who are already familiar with your services.
17. Creating Responsive Search Ads
Responsive search ads allow you to provide multiple headlines and descriptions, and Google will automatically test different combinations to determine which performs best. To create responsive search ads, sign in to Google Ads, click Ads & extensions, and select Responsive Search Ad. Enter your final URL, headlines, and descriptions, and save your ad. This format increases the chances of your ads matching more search queries and improving performance.
18. Using Performance Planner
Performance Planner helps you create plans for your advertising spend and assess how changes might affect key metrics and performance. To use Performance Planner, sign in to Google Ads, click Tools, then Performance Planner. Select campaigns to analyze, review recommendations, and adjust settings as needed. This tool helps optimize your budget and improve campaign outcomes.
19. Managing Access to Your Google Ads Account
Managing access allows you to share account access with team members while controlling their permission levels. To manage access, sign in to Google Ads, click the tools icon, and select Access and security. Invite new users by clicking the plus button, set their access level, and send the invitation. To remove access, find the user and click Remove access. This ensures secure and efficient collaboration within your team.
20. Using Segments in Your Tables
Segments allow you to divide your data to get a detailed view of your performance based on various criteria such as time, device, or click type. To use segments, sign in to Google Ads, navigate to the desired table (Campaigns, Ad groups, Ads & extensions, or Keywords), click the Segment icon, and choose the segment you want to apply. This helps identify trends and optimize your campaigns based on detailed performance insights.
21. Adding or Removing Columns in Your Statistics Table
Customizing your statistics table allows you to view the metrics that matter most to your campaigns. To customize columns, sign in to Google Ads, select the desired table, click the Columns icon, and select Modify columns. Choose the columns you want to add or remove and click Apply. This customization ensures you have quick access to the most relevant data for your campaigns.
22. Downloading and Scheduling Performance Reports
Regularly downloading and scheduling performance reports helps you stay informed about your campaigns' progress. To download and schedule reports, sign in to Google Ads, select the desired level, set the date range, and customize your table. Click the Download button, choose the file type, and set a schedule if needed. This keeps you updated on your campaign performance and helps you make data-driven decisions.
Conclusion
This playbook provides a structured approach to setting up and managing Google Ads campaigns for home service franchisors. By following these guidelines, you can maximize the impact of your advertising efforts and achieve your business goals. Regular monitoring and adjustments based on performance data will ensure your campaigns deliver the best results. We encourage you to follow us on our social media platforms and visit our website www.gurulabs.dev for more information and professional PPC management services.