Roofers can optimize their Google Ads budget in 2023 with geo-targeting advertising options. Google’s PPC ad platform makes it simple to target ads to geographic locations and increase ROI. At Roofing Webmasters, our on-staff PPC specialists will assist your company in targeting the correct radius.
What is Geo-Targeting?
Geo-targeting is a term used to describe advertising campaigns or website landing pages customized for a specific geographical area. In search engine marketing (SEM), geo-targeted ads are frequently referred to in the context of PPC advertising campaigns.
The technique allows advertisers to craft location-specific advertisements through PPC campaign customization resulting in higher conversion rates. When a user performs a location-based search, their intent is to find a nearby roofing company or service.
Why is Geo-Targeting Important for Roofing Companies?
Google’s algorithms have advanced for both paid and organic search results. Roofing companies with an in-depth understanding of location targeting will maximize their campaigns on the paid and organic levels. Roofing Webmasters has more than a decade worth of experience crafting local campaigns.
Google algorithms can deliver location-based search information based on the searcher’s proximity. This helps searchers to filter any unneeded results, such as roof repair in New Jersey when they live in New York.
How to Implement Geo-Targeting in Your Marketing Campaign
It’s ideal for your roofing website to use geo-targeted marketing and keywords in order to rank well in SERPs. Roofing Webmasters offers a Google Maps ranking tool called DataPins, which wraps location information (including geo-coordinates) into a pin, each time you complete a job in a service area.
When your roofing marketing efforts contain location-based data, your roofing business is higher ranked and appears more often. Most SEO agencies offer city pages which are individual web pages for each location. Although this strategy can work, these pages are often not unique enough to rank online.
DataPins corrects this problem by enhancing location pages with new and unique content. Best of all, it’s not just run-of-the-mill content written by an outsourced writer but also legitimate social proof directly from your roofing company. The DataPins technology uses schema markup to legitimize the pin.
Extending Your Service Area Online
Location-based promotion should only span as far as a company’s service areas. As roofing contractors, you wouldn’t want to advertise to people living in homes you could not possibly service. It is a waste of marketing dollars and leaves a poor impression of your company.
Instead, your location-specific ads should target zip codes within your service area or perhaps a little further out under special circumstances, like a recent hail storm or another severe weather incident. NAP listings are also a great way to supplement on-site SEO and create stronger local signaling.
Defining a Service Radius For Roofers
Before launching a geo-targeted campaign, defining a service radius is an important step. As a roofing contractor, you’re probably familiar with the area you serve and whether you have the resources to expand it. In either case, the most important thing is to define it.
Plenty of digital mapping tools are available, and setting a clear and convincing radius helps avoid customer confusion.
Consider these factors when outlining a service radius:
- Efficiency: Is this an area that can provide better ROI and makes financial sense for your company?
- Opportunity: Is there a demand for roofing contractors in this area?
- Practicality: Does your roofing company have the manpower to reach the entirety of this radius?
Ensure that your business isn’t “over-promising” when it comes to its service area. Unkept or late appointments are the number one reason for bad online reviews, which cannot be removed.
When considering your roofing service area, ensure you choose an area that can easily be managed to circumvent unhappy clients and poor reviews on important platforms like Facebook and Google.
Do Roofing Companies Need Geo-Targeting?
Ten and even five years ago, geo-targeted marketing may have been optional for roofers. However, running a successful business without it is inconceivable in today’s market. Since most consumers look for local roofing services on a mobile device that tracks their current location, advertising directly to them with a message that appeals to their sensibilities is a recipe for success.
Just remember, if you’re not doing it, one or more of your competitors is, and they are stealing your roofing leads in the process. Geo-targeting for roofing advertising is both a proactive and reactive methodology and one you should invest in today.
Roofing PPC Using Geo-Targeted Marketing
Along with many psychographic options, your PPC ads can be focused demographically. Location, a demographic filtering option, can target your advertising dollars to a specific area you service.
Your ads can also be enhanced with geo-targeted keywords that can help your ads appear in searches across Google, Facebook, YouTube, and many other platforms.
These efforts help ensure that your roofing marketing is seen by a viable market and returns a higher ROI for your company.
Technology evolves quickly, and it’s hard to blame the local roofing contractor for being a bit behind the times. Luckily, Roofing Webmasters is tailor-made to help you out.
We work specifically with contractors in the roofing industry and run PPC campaigns on their behalf. In addition, we offer SEO, content marketing, and website design.
