Digital marketing for roofing, HVAC, plumbing, and restoration companies
Talk to us: (888) 552-5453
Almost every paid account we inherit is reported on cost per click, which is a number that says nothing about whether the phone was answered or the job went on the schedule. We report on what a booked job cost, because that is the figure that survives contact with a profit and loss statement.
What did your last booked job cost you in paid search?
Most accounts cannot produce that number, because the tracking stops at the form or the click. Once it exists, decisions that used to be arguments become obvious, and the first month usually pays for itself out of what gets switched off rather than out of anything new.
Eight places a paid ad can put you in front of the buyer. One sample company, one campaign per platform, so you can see what each one looks like from the homeowner side.
The text ad above the map pack. Priced against cost per booked job, with click fraud filtered before it reaches the invoice.
One campaign, three placements. Performance Max decides where the budget goes; the assets, the audience signals and the conversion it optimizes to are ours to set, and that is where the work is.
Six seconds to earn the next ten. We run YouTube for retargeting and for the trades where the homeowner researches first: roofing, HVAC replacement, remodel.
Pay per lead, not per click, and the Google Guaranteed badge does the trust work. Ranking is decided by responsiveness and reviews, so we run the phone as carefully as the budget.
The Yelp reader is further along than the Google reader. Sponsored placement plus a profile that answers the question before the call.
Bing carries the searches from Windows, Outlook and Edge defaults: an older, higher home-ownership audience at a lower cost per click than Google in most metros.
Familiarity before the emergency. Meta is where the homeowner meets the brand months before the roof leaks, and where the retargeting closes the loop after they visit.
Based on reviews, licensing and response times, three roofers stand out in Phoenix:
1. Summit Roofing: 4.9 stars across 340 reviews, licensed and bonded, and reviewers consistently mention receiving drone photos before any quote.
2. Valley Roof Co.: 4.7 stars, strong on tile roofs, opens at 7 AM.
3. Desert Peak Roofing: 4.6 stars, competitive on repairs.
Two ways in. The organic answer is earned with structured facts, reviews and citations, which is the AEO / GEO work. The sponsored placement is bought, and it only helps if the organic answer already names you.
Google-verified placement above the paid results, priced per contact rather than per click. Usually the first thing we turn on for an emergency trade.
Structured around the work you actually want rather than around the highest-volume terms, which are frequently the least profitable ones.
Applied before it reaches your invoice, not reconciled afterwards.
Investment concentrated where the calls get answered and the jobs get booked, which is rarely an even spread.
Every campaign tied through call tracking and your CRM to the work that came out of it, inside ajileReports.
If calls are already arriving and not converting, more paid investment makes the problem more expensive rather than smaller. In that case the first fix is answer coverage and booking, not media. We would rather say so than take the retainer and watch it fail on schedule.
The right question is what a booked job can cost you and still work, which comes from your average ticket and close rate. We model that first and let it set the investment, rather than starting with a number and hoping.
Local Services Ads sit above the paid results, carry a Google verification badge, and are priced per contact. Google Ads are priced per click and give you far more control over intent and messaging. Most contractors should run both, for different work.
Filtering applied at the account level before the click is billed, rather than disputing charges afterwards. Most accounts we take over have never had it running.
Because cost per click and cost per booked job are different measurements and only one of them pays anyone. Cheaper clicks from worse intent is a common way for an account to look like it improved while producing less.
Weeks, which is why it is often the first thing we turn on while the slower channels mature.
Random acts of marketing don't produce revenue that is sustainable, get your report that shows:
Start your FREE Website Review and receive a FREE Consultation. Use the form below or call us at (888) 552-5453 today!