Imagine what it would be like to be able to attract landscaping clients in your area, year round, without having to knock on doors, hand out flyers, or send out mailers. In fact, imagine what it would be like to have them come to you at the exact moment when they wanted to get a quote for something like lawn maintenance or snow removal.
That’s the power of pay-per-click (PPC) advertising on Google.
It works like this: when someone types a given phrase into Google’s search engine – for instance, “Philadelphia commercial landscaping” or “lawn care specialists” – ads for these kinds of businesses appear next to the regular search results. For a very low price, marketers can reach their intended audience directly and at the perfect moment.
That’s how PPC works for landscapers in perfect conditions. However, it takes a bit of setup and planning to achieve those outcomes. To help you get off on the right foot and see the value of search advertising, here are a few tips we want you to consider…
Match Search Terms to Your Strengths
When designing a PPC campaign for your landscaping business, be specific and play to your strengths. For instance, if you do your best work with businesses and institutions you should target those kinds of customers. Or, if you excel at bringing character to large properties than your search term strategy should revolve around those types of customers. Think about what you do better than anyone else and look for ways to emphasize it in your marketing.
Change Your Campaigns Seasonally
Just like the properties you work on, your PPC campaigns need a little bit of regular maintenance. It’s not enough to simply plant the seeds of a successful ad effort and let things grow. In particular, you’ll need to change your offer seasonally, highlighting things like lawn aeration, leaf removal, or snow and ice plowing (as examples). That way, you’ll always be showing ads that seem relevant to your target market.
Create Separate Landing Pages for Client Types
If you serve more than one kind of client, don’t send them all to the same landing pages. After all, what someone who manages the grounds for a university wants in a landscaping business might be much different than the concerns facing a property manager for a large retail shopping area. The customer who is concerned with maintaining pools isn’t looking for the same information as one who wants trees trimmed on their front lawn. A good web design partner can help you focus and tailor your PPC campaigns so you’re always giving the right messages to the right people.
Consider Using Retargeting Ads
Just because potential customers are looking for landscapers today doesn’t mean they’ll make an immediate decision. In fact, they may gather some info, get distracted, and then come back to their search again at a later time. For that reason, smart landscapers can use retargeting ads which appear to potential clients who have visited your website in the past. That way you get a second chance to win their business and they are reminded of a pressing need.
Looking to Grow a Gorgeous Bottom Line?
If you want to find out how easy it is to use PPC advertising to grow your landscaping business and find new customers, then call the search advertising experts at Biondo Creative in Philadelphia today. We’ll help you find the answers you need, regardless of your goals or budget.