Now that it’s officially in spring, you may find your home service business shifting into high gear. As the weather warms up and days get longer, homeowners tend to start looking at how they can improve their homes and spruce up their yards for entertaining family and friends. Thoughts also turn to staying comfortable through the summer.
This is why spring and summer tend to be especially busy for home service professionals such as contractors, landscapers, pest control professionals, pool cleaners, HVAC professionals, solar panel installers, and more.
If you have a business that is entering into your busy season, then this is the perfect time to start thinking about how you will increase your online visibility and get in front of the right potential customers—homeowners who are actively searching online for local services such as yours. One way to do that is by bumping up your pay-per-click (PPC) advertising strategy. With paid search ads, you get prominent placement in search engine results, even when you aren’t naturally ranking. Not sure what PPC is and how it fits into your home service business’ marketing plan? Here's a simple breakdown.
Seasonal PPC Tips for Home Service Professionals
Want to know how to bump up your PPC strategy for spring and summer? Here are a few tips to help you create a more powerful campaign that drives more business your way.
Advertise services that match up with the weather patterns of your local service areas. Is your area experiencing spring rains? If you’re a roofer, run ads for roof repairs. Is there an upcoming heat wave? If you’re an HVAC company, run ads that highlight the need for HVAC inspections so homeowners can ensure their A/C systems are prepared to work overtime. Is this a great time of year to get the garden growing again? Or is it time to make a switch to succulents for a lovely, low-maintenance landscape in a desert area? Use your PPC ads to deliver these timely messages to your target landscaping customers.
Increase or shift your budget. If demand has spiked for certain services due to the busy season, it may be best to temporarily increase your ad spend for these campaigns. This can help you reach more potential customers online for the type of business you want at this time of year. You can do this by increasing your overall PPC budget, or by simply shifting money away from campaigns for your out-of-season services.
Change your ad text regularly to keep things fresh and to reflect occasions within seasons, such as June weddings or the 4th of July (if these tie into your business). You can also update your ad text to reflect the change from spring to summer.
Promote seasonal deals and discounts in your ads. This is a great way to create a sense of urgency and get the most mileage out of your seasonal promotions. You can feature your promotion right in your main ad text, or tease it in a callout extension or offer extension (which allows users to click on the offer and print it or download it for later use).
Use emotion to spur action. To get your target customers’ attention, tap into how they want to feel, or even how they don’t want to feel. Are you trying to sell pool cleaning services? Evoke the idea of relaxing by the pool as part of an ad for pool cleaning. In some cases, a negative emotional connection might work as well, such as with, "Are your children safe swimming in your pool?” Remember to test out different types of ad text and track the results to determine what works best for you.
Also, don’t forget about your usual PPC best practices that should be applied all year long:
- Target your ads geographically, such as by region or city, to ensure that your ads are shown to the right audience.
- Consider keyword competition. If a popular keyword is already locked in by the bigger players in your industry, look for other keywords that may be less competitive and expensive, but just as effective.
- Use strong landing pages to help create a more targeted pathway for the people clicking on your ads, helping to turn more online visitors into new customers.
- Better customize your ads with ad extensions. In addition to the extensions listed above, there are also extensions that show maps and directions, extensions that make it easier for online users to call your business, extensions that ad links to additional pages on your website, and more.
Don’t miss out on business opportunities that tend to "spring up" at this time of year. You can reel in more than your share of this new business during the busy season with a spot-on PPC strategy. Also, if you want to learn more about how to stay connected with your customers during the off-season, check out last week’s blog post.
If you would like help improving your PPC strategy for spring or any other time of the year, call Scorpion and speak with one of our home service marketing specialists!
About the Author
Travis Carter is VP of Sales at Scorpion. As former President of a home improvement and flooring company in Ohio for many years, Travis is passionate about ensuring that home service companies have the online marketing campaigns they need to stay ahead of the digital curve. Travis loves the creative process, whether its film concepts, dancing, acting, or singing – he’s an entertainer at heart! He even had a record deal in high school as part of a boy band. He now lives in Los Angeles with his wife and 7 kids…yes, 7!