Google Ads for Home Improvements & Contract Businesses (Ultimate Guide)

hi guys it's sam here from growth and welcome to this episode here on this channel we promise to bring you the best quality content when it comes to growing your home improvements trade or construction business so whether you're listening to this on itunes or spotify or you're watching this on youtube please hit that subscribe button and if you are watching this go ahead and hit that like button as well as it helps us grow this channel enjoy the episode and we look forward to seeing you in more coming episodes as we release more content every single week there we go uh just double check we're live in the group before we start talking yeah we're live perfect um hi guys how's it going uh sam here from use growth um welcome to today's live stream we haven't done these a little while so we're not sure how long it will take um hopefully no longer than an hour uh so you guys feel free to kind of hop in and out and if you guys are catching the replay then obviously thanks for uh thanks for watching i hope you guys find this useful um as you know we do a lot of facebook and instagram here growth and uh this group's mainly all about facebook instagram so today's little bit different to be quite exciting and we've got sam from atomic marketing and it sounds all things so um he's gonna talk about um specifically kind of trade uh construction home improvements so that'll probably be a little bit of google ads basics a little bit of website conversion optimization and you never know maybe at the end we can have some of you guys pop your website actually if you're doing this live stream if you guys want to pop your website urls in the bottom if you guys are wanting any kind of traffic to it and maybe at the end we can do a live kind of uh feedback session and we can have a look at what you guys are doing sam can give us expertise and stuff like that so um i'll let sam's kick things off do you want to kind of firstly introduce yourself let me know who you are what you guys do and then we can we can kind of kick start a session i guess yeah sure thing firstly thanks for having me it's a pleasure to be here and yeah so my name's sam obrad i'm the founder of atomic marketing and we are a agency that specializes in google ads landing page design and conversion rate optimization so really like what we do is we make our clients more money using google ads so we work with lots of different types of industries we primarily focus in legal but we also work with a lot of other consultancy professionals as well as trades and e-commerce as well as well as home improvement primarily with with lead gen so that's a bit about what we do and i'm looking forward to sharing some some useful nuggets of information that you can take away and i'm confident they will really help you get more inquiries and more business and just uh just to kind of what sam said there if you guys are doing google uh you absolutely should watch this because chances are uh you've got an agency's doing it for you probably doing it wrong or you're doing it yourself maybe it's a subpar uh one hour every time 30 minutes time could actually save you months and months and months of waste and thousands of ways to spend on google so um don't miss out i've got eight people streaming live which is fantastic i'm gonna get my um facebook group up on here so if anyone has any comments pop them in the uh put them in the comments on this live stream and i'll uh we'll get to them i'll let some talk but i'll get to the comments and bring them up as we go any questions you've got about any stuff i'm talking about and again pop your website urls in the bottom um and also drop us a uh comment just say live just so we know you're watching live and if you're watching let me play put a comment saying replay just so i can see how many you guys watching live have you guys watching me please say uh if sam jonah kind of kicked things off and show you yeah so i've prepared some slides just to make everything a bit more visual for you guys so let me know sam wants this is all sharing as it should be there we go popping on stream now awesome we're good we're good we're good how's that yeah spot on um i think everyone should be yeah so let's crack on brilliant okay so essentially what i'm going to be showing you is how to generate more inquiries close more clients using very easy to implement google ads and landing page strategies so what what i aim for you to learn from this is how you can get more inquiries whether that be calls emails on-site surveys how you can quickly qualify your prospects ensuring your leads are high quality how you can get a competitive advantage over other companies who are currently advertising and how to build an end-to-end funnel that generates inquiries on autopilot as well as tracking the revenue you actually generate from your google ad spend and bonus how to target high value prospects i know this is something sound that i'm sure you find all the time where people are struggling with like potentially low quality leads and they want the best of the best this this training will help you really pick out some of these types of people no exactly that so who is this for any any of you guys who are business owners or marketing managers and essentially if you want more highly qualified service inquiries so a little bit more about me with a little picture um we're so we're also based in london as well and we specialize in google ads for trades as well as other industries we convert people into paying clients using a combination of online marketing channels primarily google ads though with persuasive design copywriting all combined with an effective sales process and we've helped uh consulting for dozens of firms across the uk small medium-sized practices as well as nationwide companies as well essentially with google ads it's really all about results um the clients that work with us you know if if it doesn't work pretty soon then they're on the way so there's not really much of an opportunity for us so getting results quickly is really the name of the game especially if you're an agency uh with monthly contracts so you can see here this is just an example of one of the campaigns we've run from a glazing uh double glazing campaign where they've spent 10 000 pounds and been able to get over 600 inquiries or so everything in here i'll be showing screenshots as well yeah yeah cool sounds good so essentially demand is high in in your industry it does depend on what industry your company is in but there are thousands and thousands of people every month going directly to google to find a local company such as your own and you can see these number of searches made each month in google ads so this is actually a screenshot of the google keyword planner and this is a completely free tool which allows you to essentially put your website in or type a few keywords you can see all the related search terms that come up which you can potentially target your ads to show for so you can see here i've given the example of roofing roofing is one of our more recent campaigns and i'll also show you the results of that as we go on forward another thing is that your competitors are also advertising this isn't to like scare monkey or anything like that but essentially your competitors are advertising for a reason especially the long the long-standing ones um the people who have ads up for years and years it's clearly working for them otherwise they wouldn't be doing it so really um you know if your competitors are doing it successfully so can you but before anything it's really important if you are sending traffic to your website that you have all the right conversion tracking set up if you do not have this and you can't track phone calls you can't track form inquiries you can't optimize the campaign and i won't bore you with the technical details of how to do this but just know if you're not currently tracking phone calls and email inquiries then you should be doing that first of all i'm guessing people can go you can find that out pretty easy um yeah google has a lot of resources on that and you'll find endless youtube videos on the topic of conversion tracking um actually yeah yeah cool so google ads is highly measurable and what's great about it is with the advanced tracking through those tools that i just showed you you can see every single individual inquiry in focal as a result of the google ads campaign down to the keyword that triggered them so this screenshot i've got an example of a client who specializes in doing locksmith things for van so they do like van deadlocks and essentially you know increasing the security of that and you can see all the individual ad groups and the keywords within them which are triggering these conversions and the thing about this industry compared to a facebook for example um sometimes google works a lot better for uh it's sort of just a technical term for it i can't remember but effectively products and services that have some sort of trigger so um things like roofing the roof's leaking they need a new roof uh double glazing um conservatory roofs flat roofs um driveways there's sort of things that facebook can work so well because they're so visual and you can be almost convincing to having one done but you can't really convince someone into uh if the band's been broken into whatever you can't convince somebody they're gonna need this product it's it's a little bit more specific i suppose that's where google ads comes in i'm guessing exactly sam yeah it couldn't settle better so anything where someone is in desperate need of something right now and that buying decision time frame is quite short then google ads works really well really well so if a leak repairs damage to stuff yeah google ads is a perfect channel okay so let's get started with it the main thing before you start any campaign is really just to do your keyword research know what types of keywords you want to be targeting so kind of like sam said you've got to know you know the people's pain points if they're looking for something right now or something within close proximity you want to target keywords where people are essentially looking for someone close to them and near me is one of the biggest types of modifiers you can add on to an end of the keyword so roofer near me it could be conservatory rooms near me roofing suppliers you know roofing companies there's tons of different options with this if you just try put your business industry name at the top of google right now and put near me you're going to see it come up auto complete this is really good to target a a very localized campaign so i'll give you a little bonus thing straight away before we get into the rest of it so if you are looking for high quality uh inquiries say you're looking for a new conservatory roof or a conservatory roof replacement you can google that you can target very specific postcodes to show your ads to these types of people and this is just an example of two different campaigns one one's got broad targeting for the whole of london which as you can imagine you know it's got a huge reach of people but it's not very specific to certain areas or certain house types you know in these kensington night nights bridge chelsea areas you're going to get very yeah you know it you're going to get some very expensive houses with big budgets to work with so it's like the different people of different let's say social it sounds i don't like to be rude um but it will this will be honest here like they've got more money they've got more kind of um disposable income they've got different uh there's different things they value their value systems change uh someone from maybe outskirts london south london might be more price sensitive somebody from these select wealthy areas they're looking for reliability quality um and that i guess your google ads and your keywords would differ depending on the area targeting as well exactly that so yeah as you mentioned you can really tailor campaigns according to your target audience and the better you know your target audience the better you can tailor the whole experience with the ads and as well as the landing page as well when we get to that but not not only that with you can of course just target certain locations so in google ads you also get the option to target audiences as well so typically people who are in market audiences for financial services or looking for business financial services or investments they'll typically have a higher disposable income as well to be able to be a better quality lead and qualify themselves as having the money to work with you if you are looking for these high-end types of clients especially if you're like a builder for example the difference in this targeting can make a huge impact in your campaigns yeah so another thing that that i really recommend is use the words like price and cost now this is very dependent to who you're targeting if you're targeting some more smaller budget types clients these work really well but ultimately uh for for all services the main question people have is how much is it going to cost can i get a quote and a lot of advertisers are actually scared of showing their ads for these types of keywords thinking oh they're just people shopping for prices but these types of keywords really qualify people who want to get a quote or who want to get a price and they typically are maybe 30 to 50 percent cheaper to show per click so they're actually very cost effective keywords to target and they work really well but a lot of people don't use them so experiment with them for sure because they are essentially people looking for a price if you can match that offer on your landing page or your website so if they click on an ad saying free quote within 24 hours and then they come to your landing page they're most likely going to be interested in finding out how much their particular service will cost so you don't effectively have to um give them a price on the landing page it's just about you know they're looking for a price to win it quickly and if other landing pages are like have contact form buttons like getting contacts whereas your any page guess the price in 24 hours give us your content information and we'll give you a price for 24 hours maybe a little bit detail about the actual specifics you're a lot more likely to convert that lead versus somebody else whose website isn't maybe structured and the keywords aren't that their google ads aren't really structured around like the speed of that delivered that quote exactly that yeah and realistically as well people know they're not going to be able to get a really detailed quotation by just putting their name email and phone number in a form like that is one of the big mistakes as well because they have to come around especially if it's a big job as well and like you're getting a full roof replacement they're going to have to inspect the the whole roof see what needs changing what you know can be restored all of that sort of stuff is you know ultimately they need to get them to come around yeah that makes sense so very interesting with writing your ads i've got some some pretty high performing ads here and you can see these are from a mixture of different campaigns two from the roof one from the the van locks but essentially you've got to know what your target audience wants and you only get a certain a limited number of characters in the two headlines and then the descriptions and this is what makes it a lot easier than facebook in my opinion yeah is that you only have a certain amount to work with with facebook your creative ability can be you know no no bounds um yeah which works really well for very visual things but in google ads we only have so much to work with so we have to use uh emotional triggers using numbers in the headlines uh removing objections in the headlines use all the available space so many times i see people only put like the keyword in headline one and then three quote in the second one the bigger you can make your ads using all the available assets that google gives you the more real estate it's going to take up on the page and the more space you take up the more clicks you're going to get to your ads over your competitors my point just to so sorry to quit up this time um is if you think about a facebook ad your your job that the first line of the copy is well actually your job the visual is to grab their attention make them understand what the product is see it and then the headline gets them to read more and then the subject of the text gets to understand the product better same google i suppose you've got a headline which would be i mean with facebook you might test angles so you could have price angle you could have reliability angle you could have efficiency angle for example i'm guessing with this you might take the company's what they consider to be their top three maybe um unique benefits versus their competition so that could be quote in 24 hours that could be um price match guarantee like whatever that might be and then that would be your kind of key headline in that in that first first line of text and then underneath is where you kind of you can fill a text get more information is that kind of the same with google exactly yes try all the different angles should get you to write some google ads for us so essentially like sam was saying you can try all the different angles and as long as you have a methodical way to test them so don't don't completely rewrite a brand new ad with different headlines and different descriptions just change one thing if you are doing uh a test just write two ads change the headline in one of them yeah and that can be something if it's like a price sensitive thing or perhaps c before and after pictures that works really well as well actually oh that's interesting yeah so what you in your headline yeah exactly a roof repair roof replacement or roof cleaning any kind of like cleaning based uh companies that works really well yeah so let's say yeah it's just to be more practical let's say we've got um watching maybe do uh roofing or double glazing or any maybe some of the more like kind of um immediate products uh like repair products um how would you suggest say kind of start with if they're wearing some google as me and they've got an agency what would be the first step would you tell them to kind of sit down and write down their top three angles top three um benefits their company and kind of work from there well how would you kind of get how would you advise them can't get started doing that yeah i would personally i would that's a very good good point definitely know like what your benefits are but if you can really understand what the key things are that people are looking for and if you can get into the mind of your target customers say for example we go back to that high net worth area in london um then you'd want to focus more about like reliability the trustworthiness the accreditations rather than like uh affordable roof repairs uh free instant quote um that sort of thing i mean i guess a lot of them will still be quite price conscious anyway but it just kind of match your your your usp points and your headlines with what people are looking for and yeah and another thing is like with roofing people are scared of cowboy builders and um people who aren't fully registered that's that's a thing you could test and try and address and it does work quite well yeah 100 and things like um trust pilot reviews checker trade obviously we'll get into this landing page as well but that's those are all massive massive points that a lot of people miss out on i know i know i've seen your landing pages loads of times so i know you know what you're doing with that and obviously we've we both follow the same principles with landing pages um but it's crazy how few people actually put their um trust like scores like their friends are rating or their um check a trade 10 out of 10 or trust pilot like 200 views they don't even put them on the landing pages or they're not they're like right above the page and it baffles me still so i think this is gonna be the most useful part because a lot of these guys doing google ads um the biggest impact for them is gonna be on their websites it's gonna be like if you've got traffic going to your page um obviously there's things you can be optimizing but these a lot of guys watching this uh will be trademan uh potentially some of the tools they haven't really got time to be messing about with two nothing too crazy and i'm sure they'll find they just do that if required but it's going to be the biggest impact is going to be this because whoever's got websites um you haven't even somebody building it for you or you do it yourself in wordpress whatever it might be it doesn't matter how you do it you can still implement this stuff that we're going to go over now um you debate this basic things you should be checking off with your your websites that i guarantee most people aren't so i'm excited for this part so should we crack on with the the landing page stuff then yeah sure thing so as um describe once the ad has been clicked that is essentially the role of google ads is to get traffic to get people to click on your ad after that it's a case of converting them and after that point there's not really too much in terms of what google can do i mean you can of course make sure you're getting the the best possible quality traffic of qualified people to click on your ad but once they've clicked on the ads it's now the job of your website to convert this visitor into a phone call or email inquiry yeah so you can see here we've got the example of the affordable roof repairs and then the landing page that we have designed you haven't seen this one have you no no it's i mean it's similar to the other ones but i like the structure looks good it's it's this sort of same sort of structure we'd follow i've obviously a lot of guys on screen we've seen our pages um it's it's um it's very similar so uh it looks looks pretty good to me one of my favorite things is the two-step forms and we talked about this sound but i like how it got there where it says get a free no obligation moving quote you don't have contact information right there you have give us a couple of questions and then get a free quote and then you take the content information so it feels less aggressive and that's actually something we we talked about and we started to leverage and actually works really really well um a big fan of that one yeah yeah brilliant so when it comes to people clicking your ads and then going to your landing page or website it's very important that there is some consistency across the you know the the type of messaging that you're using i'm sure it's exactly the same in facebook if you're using certain creative and then you take them to a page where designs or the vibe is just or the language is completely different then you're going to get a lot of people just clicking straight back out and our goal here is really just to get people to take action so with landing pages we what we like to do now is actually build it and more of a something which looks like an actual website but it's still one page and and by that we've got this navigation at the top where you can see services areas covered reviews faqs your free quote and it looks like a very reputable trustworthy website rather than a page which just has like a logo and nothing else and like a contact form yeah don't use clickfunnels basically you didn't hear it for me so if you mention free quote in an ad then include it on the in the contact form as well um and yeah you know be specific to what they're looking for if they're looking for a roofing quote a roof repair quote um then add that in the form headline as well so what basically like in a nutshell don't have multiple services on one page if your company does roofing it does double glazing does repair work you don't want to have you really need a page for each one like you can't add the landing page says get a free coat on double glazing briefing or driveways it's never going to convert as highly as a website that says get a free double glazing quote or get a free double glazing repair quote it has to be specific right exactly yeah especially if you're using multiple locations as well if you're trying to like generalize or if you're big company or do nationwide campaigns yeah you've just got like one generic page localizing that is going to make a huge difference so here's an example of a sorry sam you go ahead i was just saying i thought this was an example landing page i was so surprised and i just read it it was a poor landing page this is this is uh just an example exactly of a poor ad to landing page message match so you can see the ad here on the left really doesn't relate well to the headline and actually even the whole overall design of it so you would have thought this is more like a crane type service or some kind of you would have no idea this is actually roofing repair from the image in the headline yeah and they're offering like three servings with a unique flavor i'll say 97 people watching their website probably looks like this right now so no offense guys if it does just uh take something away from squarespace yeah yeah no no offense intended this is designed to help you get more for for what you're currently doing but yeah make sure whatever your ad says match that with the main hero section of your website so that the section which is highest up on the page yeah 100 cool and this is probably one of my favorite pieces of advice that you can be doing especially if you are using google ads or any form of advertising where you've got an offer and by an offer we don't mean like a discount you mean like a free quote or whatever your proposition is to get people to contact you and and really the main thing with this and so many people forget to do this is highlight the value they will receive by taking up your offer so yeah and explain that process so get a no obligation accurate quote within two hours and that you you kind of address a few pain points with that headline so if you want to take that headline be my bit you might be my guest it works really well yeah um and we explain the process of what happens next rather than just filling the form and waiting and seeing what happens and here we explain step one complete a few short online questions step two receive a quote within two hours step three arrange a free on-site survey and final quote we know in this industry you're not going to get a fully accurate quote just from completing a web form unless you can like upload a million different pictures and even then someone's still going to come and see the roof so one thing that you've been testing recently is we've been having a toggle on the opt-in section on our forms uh so we're saying get a free price quote or get a free sub um a lot of times one of our guys on our team started to put get a free survey and we were like nobody wants a free survey so we changed that obviously but maybe think about it because i was like we started to add a little toggle that was like putting you know get free get a free price script within 24 hours and then we had options like i would like a an appointment i would like an online quotation because some people don't want someone to come out and if you can accommodate for online quotes whether that be through some sort of software platform whether it's over the phone do i zoom if you can accommodate for that at the moment especially i think that's a big bigger benefit as well so and you want to make it clear to people that if they would rather have an online quote there is a possibility if it is that's that's a cool little feature actually giving people the option some clients don't want to get get out there and uh pitch them properly but if the guys i've got a few guys to do like shutters and stuff um and they read too simple like get measurements and you can probably give them price so um they're happy too but it really depends on the customer i suppose in the business yeah completely uh yeah because you'd only be asking too many questions to be able to get that quote but if there's enough to get a ballpark idea to just give someone some rough type of idea to move forward with and qualify them then absolutely 100 sweet and here like you uh like you were talking about before one of the favorite things that we like to do is multi multiple step forms usually we recommend just doing a quick two step and make the questions very easy to answer on that first step um because you know it's intimidating if you come to a website and then you have to give away all your personal details straight away before they even ask you what you're looking for essentially or what your problem is yeah here there's a very simple way of they can answer what type of property they have what do they need help with so in that drop down we've got stuff like oh i've got a you know a roof roof leaking or i've got missing tiles from my roof or there's like i don't know something else is broken with it so we've got a list of all these different things in that drop down which makes it so easy and then what we do is um we will ask them when are you looking to get this done because sometimes people don't like pressure pressure settling so if you say something like when are you looking to get this install done and they can say immediately within the next within the next few months then it takes the pressure off and they're like well they're not going to come and pitch they're not going to try and sell me tomorrow i've told them i want this done in the next six weeks and they're gonna kind of kind of follow that process um but yeah paul paul boom just said um uh he's been discussing yeah we have chat about this for a little while exactly what mark it's like tim lowe i don't know those guys chris cardone i don't think you know chris carter do you use them i don't believe so i'll check them out but yeah i'm glad you are enjoying it paul and appreciate your comments so let's um let's carry on with the stream and and crack on but yeah two step forms i like that a lot like you meet someone in the pub let's say you're a canvasser you're not going to go through a uh knock on someone's door and say uh hey you know um can i give you a price quote you're gonna say hey you know what tell me your problem um you know what if you've got a leak if you've got a do you need a replacement you know when you're looking to get this done then you might be like okay cool now can i now give me the details and i'll give you a quote it's say it's no different people forget like people are people aren't they sales or sales like you can be softer with your initial interaction it's always going to work and what we find is we actually get about a uh the inc so let's say your average and fish conversion might have been eight percent before um what we find is the overall increases but we get like a twenty percent on the first page and then we get about sixty percent opt-in on the second page sometimes a little bit lower um but it's just interesting how that works and if you're sometimes you can do it even smarter way whereby you actually take their email address and their name and you wait to the contact number on the second step uh in which case if you have we are getting we're getting a little bit complicated here but we have a good remarketing process and then email those people and then hopefully a sense of those people they're booking their quote so just more ways to um to get more content more more leads but if you guys are spending thousands a month on marketing and you've got tens of thousands of people landing your website every month that could be an additional 20 30 grand in revenue like just by implementing these couple little steps so it's massive it must be important uh i think yeah sounds absolutely right you don't have to pay a single pound more in ad spend if you can just improve your conversion rate by say five ten percent yeah 100 exactly cool and again like like you were saying sam the the form with the two-step gives you the opportunity to ask more questions to qualify people as well so for your business it works out so much better because you can find out more about what they're looking for and you can see this particular example works works really well for a glazing company that we work with yeah we offer like a quick uh kind of check box one and then two drop downs so kind of mixing up the different style of the the formatting of the questions works quite well as well but really the main thing is don't ask more than two to three on each step keep the questions low threat and easy to answer so try not to make them hugely open-ended it does i mean in some cases it doesn't really matter too much we found and then use a progress indicator as well so people know exactly where they're at because there's nothing worse than i don't know if you've been to one of those like uh insurance sites where you've been like asked about a million different questions before you're able to get a home insurance quote but they all have progress indicators yeah but yeah it's kind of important to have that so people know what they're my favorite my least favorite thing that happened to websites is bear in mind most people are stuck in the uh 2000 2005 with their marketing online so you guys website it seems like contact form and it's like name email number and like message and you're like cool now what i mean to be contacted you have no idea what's going to happen maybe that slide will drive home home the point for you yeah it's so annoying i love that three step it's like give us your questions information we'll confirm with the text message and then some and then you can then book in a time to split us over the phone or like whatever just make him if people know the process it's it's loads of relevance to this but if people know ego contact form that's why yeah these are all real examples of um construction and home improvement contact forms as well yeah and not use the word submit as well oh man yeah and then people always put it on there like a page like embedded deep in their website that you can't find yeah and i love the i love the title field as well as if you're going to be like mister or doctor oh no it's funny yeah it's funny how language can um can can change change people's opinions uh one one book is really good to read is the ultimate sales letter so anyone here i mean we will marketing right if we're in a business we're marketing it doesn't matter if you've got an agency you're in marketing whatever you do um a great book is the ultimate sales letter i think i forget the name the one book called if you google amazon or whatever um the ultimate sales section it talks a lot about structuring your landing pages but also how to write good headlines how to write good buttons call to actions and just as simple as changing something from submit to get a free quote like it's simple it's a simple fix but it has such big implications on the conversion rate so it's there's a lot of things to think about but um take one thing at a time and just obviously this this is going to be in the group so you can rewatch it you can see the examples and um and make sure you kind of digest that you know it's going to take a little bit of time but it's all key information so yeah so so moving on we can go on to including social proof and accreditations this is so so important for anyone in in trade where you actually need to be like accredited by certain like bodies of professionals uh companies and stuff and combine that with testimonials and you really have a very powerful uh reason for people to get in contact with you especially if people arrive on a your landing page or your website and they can see these all pretty quickly then people are much more likely to get in touch with you and go through that two-step form or phone call so typically where we like to put them is literally in close proximity to the inquiry form so a testimonial as well as your accreditations and using landing pages you can be quite uh flexible with how you design this whereas in certain wordpress templates they're quite limited and that's often why all these accreditation logos end up in the footer doing doing nothing for you but the closer you can put them into the proximity of your form the better results you're going to get and just to kind of uh follow up on that this is there's a phrase which is called above the fold and essentially what we're looking at here now above the folding market in terms basically means before the scroll essentially so it'll look different on mobile it'll look different on desktop but you you want to get uh i think i'd say five i'm sure sounds good but five key pieces of information headlines sub-headline benefits contact uh call to action and trust and uh you wanna get all that above the fold so if your website doesn't have all those five things above the fold click click clear benefit driven headline um you know a uh sub headline that explains how you deliver that benefit benefit core benefits your product um contact form or clear call to action and trust uh get on there basically um trustpilot has um unfortunately some like my builder and better people they don't but trustprior had actually you can actually embed your trust pilot review score on your website it gives you a bit of code so you get transport that's why i love it so much you can go to trustpilot you can grab a piece of code you can pop it on your website and it just pops up and it looks really nice so yeah i like the idea a lot and that sounds absolutely right get it nice and high get it near the button and it'll work a lot better exactly build a page that looks kind of in this framework and you will immediately see better results from the traffic you're currently getting yeah and also if you're in the process of experimenting with how your website is performing in terms of people actually using it use something like hotjar and it's it's actually free as well and it gives you a really good idea as to what people are clicking on how far they're scrolling and ultimately like how they're using your page so you can see in this particular example they're hitting all the main places especially on mobile they're clicking all the right sort of things um you can see people are quite heavily clicking on the service button there so perhaps what we might consider then is actually if people are really looking for the different services we might want to take that section with the service section and put it right below the main hero section and make it easier yeah yeah so just some kind of ideas i wouldn't spend too much time in it but you just need like a deep instant sample size of people who have visited your website to get an idea as to okay what are they clicking on what shouldn't they be clicking on what elements can i remove what can i change the position of to give more prominence or priority yeah and these guys you can do this pretty much once like all of these things you do them once your website is pretty much going to convert higher forever like if you can take your website conversion rate from two percent to five percent um imagine them without duty business in five years like it's crazy so do all these things once get them right the first time and you'll know how to do it again exactly cool so here you can see it's essentially the whole the whole kind of process all laid out in quite a clear way from clicking on the ad to visiting the landing page and once people complete the form on the landing page or your website you can then using certain tools you can have an instant email which goes out to them or if they're looking into book a survey time you can use connect to something like calendly for example where they can pick from an available set of times where calendly then will actually send all the automated reminders and confirmation details and then turn up for the survey that's really it there's a there's a few different technologies which go into it but essentially if you're looking to have a very automated process and you're dealing with a large volume of leads then this is like a great system to use yeah uh one of the things we do is it's just a simple follow-up text and you can use something like click send um click just click send.com okay um and you can integrate that with zapier but i'm it's you know i mean it's relatively simple to set up and anyone who comes in to your um your system your website your contact forms just send them a have like a little bit of a delay on it and send them a little text message it just looks like it's personal so and then we clicked on the beautiful thing as you can test to come from your phone number so you can literally fall out and say hey john uh just enjoy your inquiry came in this is grant from roof solutions whatever um just gonna give you a cool lace today but if you've got any questions let me know like something like that is mad because it's so personal yeah you can set it automatically through click send so it literally it five minute delay ten minute delay on the on on the inquiry boom text message goes out uh there will people always reply they always reply to them because uh it's so personal and so they're also going to make them so much more likely to answer the phone and reply to any other kind of messaging that you have going on to them exactly imagine they've gone to five websites they fill in the information on five different websites but you're the only one that's in a personalized text message i mean that's going to have a big difference isn't it i can tell you about the post opt-in the post inquiry process is just as important as before so oh yeah yeah definitely so here we've got some some actual examples of some of our clients this one's a little bit blurry but you can see this one's from our roofing campaign what we've been able to achieve in there it's only been a small spend of 3000 or just shy of 4 000 pounds but we've been able to get a lot of inquiries for this this one's more in the repair area so rather than full roof replacements so again like we were discussing before anything where there is like a leak and a roof or there's something which needs to be sorted out in a very timely manner google ads is going to work very very well for you and you can see that conversion rates in there as well for the different uh ad groups very high pretty good well the click cost for this for this 3.48 per click a lot of people look at that and freak out wouldn't they three pound fifty a click yeah they might well dude and that's on the very cheap end you can pay like 15 pounds in roofing maybe more as well this is all going for like the repair this is a campaign solely going for the cheap stuff yeah um just because that's what the the client budget was allowed us to do sometimes if you've got a bigger budget and you want to target like roof replacement london or roof replacement north london for example they're going to be a lot a lot more expensive but yeah you know think of the the actual value of a full roof replacement job well it's like if you're paying five pound a click um your website's converting 10 it's costing you 50 credit lead uh you're closing leads at 10 it's costing you 500 pounds per deal but a deal was worth 5 to 10 grand well it's a no brainer isn't it yeah absolutely yeah so when you put it that way the average cost per click doesn't seem to too bad then no it doesn't yeah exactly so to show you some some examples of pages we've done and the results they've been able to get this this one is a staircase renovation company based in dorset and this is the landing page that we've we've used for them very simple we're not putting too much information in there this page had an eight percent average campaign conversion rate and you can see at the top if it somehow stops and all we ask is two simple questions and get a free site survey so we're actually using the site survey uh which may be the reason why it's not the conversion rate isn't like 10 percent higher yeah but it still works really well and it understands this product slightly more bespoke so this sort of requires the sites over here doesn't it exactly yeah see the space in the area this could work super well with facebook actually um anything that has a very very distinguished before and after uh transformation with facebook it can absolutely bang so this is one of those products i think could work pretty well on facebook as well so it'd be interesting to see how that would work but yeah and it looks really good definitely here you can see the results so you can see the average cost is actually so cheap in this particular area this is endorse it so it's not hugely competitive compared to say an area like london yeah but you can see for the cost of 6 000 pounds they've had over 300 inquiries and you know what an average staircase job could be anywhere between 10 and 20 000 pounds depending on what it is and you have a good close rate out of those 400 inquiries yeah you like your odds that's why you can see the the revenue generator it's been pretty darn high yeah that's mad it looks really yeah it's cool products as well i love people with a few guys who do um quite interesting stuff um you know bespoke like outdoor guard kitchens and like um stuff like the staircase renovations and splashbacks and i love products like that it's so much so interesting to market so um and it's just a lot of these guys who do these products and they they they're so so so smart and experienced in their particular sector and their products that good but they just don't know how to market it properly um and how to get to get the message out there so um one thing i will say actually this topic is visuals images so important whenever you invest in a decent camera get a good phone whatever buy a drone whatever you need to do like because visuals are so important on the ads especially facebook on the landing page conversion rates everything like if you've got really really smart visuals versus like stock imagery it's gonna work a lot better i think yeah i couldn't put it better myself more personalized imagery you can use the more authentic it feels to the brand and especially like if you're showcasing your work so many times i see that i'm given the worst kind of camera phone photos to work with finger over the leg yeah exactly or it's blurry or sometimes the before picture looks better than the after but it's funny actually the client of ours who does the stair renovations they they said like oh we'll be taking some gourmet photos for you guys and i i always remember that yeah keep it so keep it gourmet guys with your before and afters and one of the most important things is that if you're stood here you take a before picture don't go and stand over there and take the after picture stand in the same place and get like a really cool side by side um but yeah we work with clients and they send us all these like beautiful photos it's just like ah you can like breathe it's like thank god we've got some quality great content obviously we start we've started doing more video stuff but um yeah it's good photos are whatever market you just why why go and spend four weeks on a project and make it look absolutely gorgeous and then never take a good photo take as many you can take all the photos you can like it's worth it yeah for sure yeah so so on this uh in this example here we've got the the van security that i mentioned earlier so the deadlock installation i'm sure many of uh your clients all use vans and yeah what i actually did this page after i took a copywriting course and we really took a lot of time and effort to go into writing like convincing copy so you can see it's not too image heavy and you know from van locks there's not gonna be a huge opportunity for before and after photos but the main thing is protecting your livelihood you've invested thousands of pounds into the tools inside the van why would you spend 500 pounds to protect them yeah um and we use all that kind of language from forums and we found all these like horror stories of vans being broken into and like got all these pain points and then just translated that into some like points on these sites so our fan had been done that's like the term that people are using for when events broken into so we usually could end your business work it could halt your business revenue everything so it's like it sounds like insurance isn't it absolutely yeah that makes sense no it looks good it's good so here you can see the results from that particular campaign all the different types of ad groups and few words that we're targeting again we're getting like a 15 plus conversion rate um from this particular landing page they spent nearly three and a half thousand pounds for 410 enquiries not bad yeah cost per conversion of eight pounds and average job value can be anywhere between 400 and you know 600 pounds but if they have multiple vans or a fleet then you're laughing you hit the jackpot yeah this is the window glazing campaign that we're running and you can see here we don't actually use a form we're only asking people to give them a call and because of this particular type of service if you've got a broken stop shop window or like a broken window that's something you're probably not going to email for when if you are going to email you're going to want to reply really quick but people just pick up the phone and call it's like pest control if you've got loads of rats running around in your kitchen you're not going to really like answer a multi-step form you might do but like essentially you're going to be picking up the phone for someone to sort it out so what would you do if uh like it's out of hours for example how does that work do you have like a voicemail you have how do you handle that yeah so if it's out of hours we typically for for smaller clients we'll just stop the ads at like a certain time to give them the the opportunity um to uh you know take care of what's within their working hours if it's out of hours we might even use a another landing page which has a form and says we'll get back to you you know in the morning so people see like a particular ad saying like um it might be like you know it's late now we don't have we're not available to call but put in your inquiry we'll get like a quote or we'll call you back first thing in the morning yeah perfect make sense cool this campaign's done really well 21 average campaign conversion rate so they're all phone calls here uh there's a quite a big spend that's crazy yeah yeah really really good size uh account it's good this is critical this is for very specific um emergency products right and you can get this right but you might have a business that does roofing right but you might have a an element an area of your business that focuses on leak repairs or a flat roof fleet repair or something like that like short-term within 24-hour kind of call-out service of boilers another one um and i guess if we can get this right and this could work really well for you i suppose it has to be a specific kind of product definitely the more the you can think of loads of opportunities and even if you have a company which it's not necessarily such a like an urgent product like an urgent service you can kind of find ways to make it make it more of one especially if it's something like i mean say if it's i don't know a roof repair it's not it doesn't look too bad at the moment or you know i've got a bit of like damp wall rot it's manageable but like if you can highlight the point of like okay like you've got that now but if you just leave that that's gonna you know make it much worse and more more costly down the line you should get this fixed now and it will be cheaper then kind of use that angle i mean i had a a really good example of it with my tooth i had like a cracked tooth i left it for ages and out to get a root canal in the end whereas if i fixed it sooner i would have just had to get a filling yeah that makes complete sense same goes for for all these kind of different services where um i don't know damp treatments and all that sort of stuff let me show you something real quick um this is an example of that so uh i'll share my screen real quick and show you one one one landing page that we did uh so this is flat roofing so we recently kind of got more deep into flat roofing actually and we actually it's a really good industry to kind of advertise um but this is a great example of a how we've done it with facebook um flatwood is one of those things where it gets worse and worse over time and actually count while we were on facebook because all you have to do is trigger that make them realize trigger in their head most flat moves are pretty old and pretty monkey but what we've done here is we kind of focus really this obviously those little steps sam just mentioned about here because the headline is is your flat roof looking old cracks are causing damp within your home again affordable flight repair replacement quote backed by industry leading 10 year guarantee and then what we have underneath here is uh wondering whether or not you actually need a flat repair replacement and then we've given that top five signs of like flat roof problems so you said you're cracking the roof water's leaking through the ceiling it's something pretty obvious uh damp or there are signs of black mold or spores condensation clogging up the windows i'm not a factory expert right all it took was a quick chat with the client and a little bit of google to figure this out um so it's something i would recommend you guys understand and and try um and it's i think it can um that that works really well actually just underneath the fold just explaining okay do you actually need this or not because that kind of in their head and makes them realize that you're a company that cares about their moles if they don't need the products then they're not gonna they don't inquire basically um but yeah that's that's just that i should throw that example in there yeah that was a really really good example to drive the point home on that one yeah like that page you might have to send me the link yeah yeah well yeah for sure um cool and then and then lastly i know you do this it's actually tracking the lead status in a crm or a spreadsheet it really depends on the volume of leads that you've got coming in if you're like the double glazing company and you're getting like 10 plus a day it makes sense to probably use a an actual crm to handle them but if you're you know just starting out and kind of new to using any type of like crm or management system for the leads coming in just use a spreadsheet it shows date proceeds lead name email you got the kind of qualification questions all inputted there which pull through from the form um and then you know some other kind of information and then you can mark off you know what the job values reasons for why they didn't proceed or if they did proceed the reasons for that and add some extra notes and also for like if you're using an agency as well it really allows uh us to take a look at the reason if say the leads aren't so good what is the reason for it is it like oh they're not in the right area and we can figure that out of course like we will have the right area targeting set up but or if it's like people are don't have the budget and if we see that as like a common trend we can we can fix that and make the appropriate changes within the account to ensure that we are getting the best most qualified people yeah let me show you uh sam's sheet was fantastic this is what we do as well we take we have i won't share the sheet tab because it's got personal data on it i want to share um but you can see what we do is we pull that data as well so we can see uh the contact rates we can see at every stage you see here the content is actually a little bit lower in this account for example so with the rather that was around the 70 80 mark um but you know conversion is 13 for more leads so you can see every 102 leads come in 56 have had a phone phone qualification call uh 19 of books consultations and 13 those have been closing to sale um some clients are a little bit more kind of harsh at different areas some clients will audit more on the first call then some clients will just get the console booked in or the appointment booked in and closes like 30 but like looking having this data's really important because then you can kind of figure out okay you might be spending 20 quid a lead in google ads but 40 queried on facebook ads but your conversion rate could be twice as much facebook or vice versa so this kind of information is critical sounds absolutely right so don't don't i mean a lot of our clients being honest they would be winging it if we weren't doing this for them um so like we make fill the sheet in so we can see what's going on it's so important that we want them to understand how much value we're adding and where we're adding value off and just guessing and saying oh i was quite busy this week but next week last week it wasn't so busy whatever so uh it's so important so i'll let you um uh were you still are you still sharing your screen or do you want to are you yeah sure yeah that's that was really interesting to see sam and it also like as an agency as well and where you're providing this service and the leads it goes like shows you like not just in it just to provide leads and be done with it but really like you're taking that extra step and really care about you know where they end up because it's one thing making the most amazing campaign in the world but if they're all falling through the gutter at the end of it and then and then it's not materializing in business then you're just not gonna be doing very well and i would say if an agency is not taking ownership of this then find another one because um that's our job our job is to help you make money that might take three months that'll take one month it might take six months but it has to be a process and i think um if an agency is not showing you how they're adding value to company and they're not doing that it's their job to do this reporting not yours uh if they're not doing this sort of stuff then find find it go and find yourself another one i'd say um because it's so important and um uh yeah it sounds like it looks like we're doing similar things um in terms of the back end stuff so that's cool it's cool yeah only difference really is where the traffic comes from which is yeah of course yeah yeah yeah it's i think we've not started videos every time some products just work better with google roofing is one of them for that we love pictures works better with google so if you any of you guys who do replacement repairs repair work roofing boilers as sounds put here get in contact with these guys i'm sure and we'll pop someone's website in the the comments section that's cool and yeah if anyone does want to get in touch then and if you are running ads or you're not running ads we always provide like a full kind of forecast of what you could potentially be receiving from from running a campaign gets an idea of like like performance on different ad spends what your current landing page conversion rate is at the moment seeing what your main competitors are doing and just reviewing your current results with what you're you're doing and seeing if we can add any value and prove it and if so then it's definitely worth exploring and one thing i would say is every marketing channel should be generating revenue back back in so a lot of people think about a marketing budget and say oh well my marketing budget's there so i'll call that from facebook and i'll put it into google but um you should be looking at google as an additional revenue source right so if you're spending five hundred thousand pounds a month on google don't be like i'll pull my budget from facebook if your facebook budget is generating your 10x 28. oh why why'd you be putting why'd you be pulling money from that store take more money from elsewhere put it into google have two streams of revenue like it's very smart for companies to try and have at least a couple of revenue streams um and i'm marking you know places to market so if you're currently leveraging just bark just my builder or just facebook maybe one of our clients for example um you know if you've got a bit of budget spare why not give it a while with google um you never know it could be it could add another stream of income so some months facebook's a little bit like especially the ios stuff that's been recently going on it's been a bit up and down so why not just um just dab dip toe in a bit of google ads and you might you never know might when facebook's google might work when google's dipping facebook will work for you so it's just keep keep still slow the seasonality of google can definitely be a factor where it's just there's no demand in the marketplace because your traffic really depends on how many people are looking for that's the thing yeah you're always at the back and call the customer it's no different for anything but you guys can catch the replay of this um it will be in the group and what i'll do is i'll um i'll copy the url or i'll download the video and create like an external source so you guys can go and watch the video on our wistia or something like that so um we're going to wrap it up because we just literally an hour or so perfect time into one time um but yeah cheers sam i'll get sam to i'll send him a link and i'll get him to pop his uh website in the comment section so or and you can obviously dm sound i'm sure he'll be happy to chat to you so uh literally we had about 89 people watching live the whole time which is actually pretty cool cool amazing see usually we get you know 50 or 60 or so watch the replays so i'll probably push this out to the email blast so we get more people to watch it and we'll repurpose some content and maybe we'll jump on another live in a few weeks time do something something that's good yeah wicked all right mate um thanks guys for watching i'll end the broadcast now uh and um hopefully you enjoyed it and make sure you comment underneath if you're watching the replay just current with replay uh and any questions you've got and i'll make sure sam has access and he can answer those questions too so cheers sam cool thanks for having me take care

Channel: Growth

Views: 892

Keywords: home improvements, trade, google ads, roofing, building, rated people, bark, checkatrade, marketing

Id: PnJNJH2DjwU

Length: 58min 54sec (3534 seconds)

Published: Thu Feb 03 2022