Is Adwords really that ineffective for getting more roofing leads?
"We tried Adwords but didn't get anything out of it"."It was a waste of money, it didn't work."I talk with a lot of roofers from around the country every week.90% of them say something similar about their experience with Adwords.
Is Adwords really that ineffective for getting more roofing leads?Google made $67.4 billion from Adwords in 2015.Is it the most elaborate $67.4 billion dollar scam ever seen?
Adwords is not as simple as some Yelp and YellowPages reps make it out to be.There's a 100+ different settings, features, and ways that a campaign can fail.
I've been using Adwords for over 5 years, and I will be the first to tell you that while it is powerful... it's also a very dangerous tool.You pay for your mistakes with your credit card.I've heard stories of roofing companies spending $5,000 or more and only getting a couple leads. That can be seriously painful. If you don't know what you are doing, you'll end up paying for the learning experience with no leads to show for it.
Adwords is like a 900 horsepower NASCAR.
If you put 9/10 people behind the wheel of a NASCAR and say to them"The race starts in 10 minutes... drive fast!"It's just not going to end well.
A NASCAR is a high-power machine that can do some amazing things.But it needs an experienced driver.Someone that knows how to handle it, and has been around the track more than a few times.
Adwords isn't any different.The "driver" needs to know Adwords like the back of his hand and have some experience with it.Or else a lot of money will be wasted with nothing to show for it.
The typical roofing Adwords campaign
So we've got the danger part covered....But what about those that make it to the winner's podium and make a killing with Adwords in roofing?
There's a lot they do right. Too much to cover in 1 article.For starters...They avoid the 3 most common reasons an Adwords campaign fails to generate any leads.
Just because the home page is the first thing your online visitors see, it doesn't necessarily mean that's where you should send your Adwords visitors to.
The thing is...A website has a lot of things to click on and a lot of pages to read.Things to click on + multiple pages = Lots of distractions
People figured out a long time ago that the internet is a very distracting place.Attention spans are short, and having multiple things for your visitor to do will make them forget why they came to your site on the first place. Which is...
To get an estimate from you!
Instead of sending them to your home page, send them to a "landing page".
Reliable template for a high-performing landing page.
It's just a single page that gives the visitor the main benefits and asks for them to call you or submit a form.There are no links to other pages and no distractions.
When you send visitors to your home page, you may get 5-10% of them calling you.A landing page can get you 20-30% of them calling you.That's 3x to 5x more roofing leads - without spending an extra dollar.
To make Adwords work for you, you need to get people to leave Google and go to your website.This is where the ads come into play.They should stick out, have a powerful message, and be hard to ignore.What would you click on below if you were a homeowner that needed roof repair?
An effective ad talks about the benefits you offer and what makes you different from the other roofing companies in your area.If you can write an ad that's rich with benefits, you can grab the homeowner's attention and get them to your landing page.
When you have a high-powered and complicated machine, you better know how to use it before you put the pedal to the metal.It's hard to win a race when you're still learning how to drive the car.I'm not saying you can't run your own Adwords campaign.You certainly can.You just have to be comfortable knowing that there's a learning curve and you'll spend a good amount of money learning how to use it.On the other hand....Your chances of winning and generating a stream of roofing leads sky rocket when you hand the keys to an experienced driver.Ideally someone who has won many races and doesn't need to learn how to drive the car.
Every day, I spend long hours building and improving Adwords campaigns for roofers around the country. It takes up most of my time - and I love it.Some roofing companies want 400/leads per month... some want 20/leads per month.I figure out how to get them the leads they need for as low as $20/lead.
I only work with roofing companies. Roofing companies that want to scale and grow, but don't have a steady source of good leads.
As always, thank you for reading.
To your growth and success,Max ReznichRoofEngine Founder
Max Reznich founded RoofEngine in 2016 after growing two roofing companies with inbound marketing. His mission is to educate, inspire, and enable every roofing contractor to build the business of their dreams using proven frameworks and marketing campaigns that have worked all over the United States since 2016.
You´re only one conversation away from unlocking new growth inside of your commercial roofing business..