10 Common Mistakes Roofing PPC Companies Should Avoid

Even offline service-based businesses like roofing require a digital presence as well as qualified leads, and the best way to get quick results is through PPC campaigns.

A roofing PPC Company relies heavily on PPC campaigns for traffic and leads in the highly competitive digital space.

However, it gets tricky for roofing PPC companies to incorporate the right strategies that save from budget waste, low-quality leads, and missed opportunities.

In this blog, you will learn about the most common mistakes a roofing PPC company makes and how to avoid them.

10 Common Mistakes Roofing PPC Companies Make and Tips to Avoid Them

1. Using Broad Keywords

Broad keywords are never a good idea for a PPC campaign because they can waste money and resources.

It is a way to cast a wide net, but a PPC campaign does not require one because it will increase CPC and lead to irrelevant clicks and poor-quality traffic.

For example, targeting “roofing” as a keyword for roofing service businesses can also attract the audience looking for roofing supplies, DIY roofing tips, and other unrelated services.

In fact, a study revealed that 76% of the PPC budget is wasted because broad keywords are used.

The Problem:

A roofing company in Seattle started a PPC campaign using keywords like “roof repair.”

They wasted 30% of their resources on people looking for DIY tips or out of their service area.

What could have been done to turn this waste PPC campaign into a profitable one?

The Solution

If they start targeting long-tail keywords like “emergency roof repair in Seattle,” conversions can go up by the rate of the rocket within a month.

Long-tail keywords are specific. Use tools like Google’s Keyword Planner to increase conversion rate and find the most relevant, intent-driven terms.

2. Not Using Local Keywords

A roofing business ideally operates within specific geo-boundaries, and if you are not leveraging local keywords for your campaign, you might attract traffic from unservable areas.

Targeting local keywords for roofing PPC campaigns is essential because “ 93% of consumers use online searches to find local businesses.”

PPC ads can be an effective strategy for improving results in digital marketing for local businesses.

The Problem

A roofing company in Texas is targeting keywords like “roofing services,” is not the best utilization of resources on traffic from Dallas and Austin.

The Solution

Always focus on keywords like “roofing contractor Texas” or “Texas roof installation” to specify the geo-targeting.

Include these keywords in both ad copy and keywords. You can use tools like Google Ads’ location targeting to narrow your audience.

3. Not Implementing Negative Keywords

Many roofing PPC companies ignore this essential tool to save money, as negative keywords prevent your ad from being displayed in irrelevant searches.

Using negative keywords helps improve CTR, avoid irrelevant clicks, increase quality score, and lower CPC.

In fact, “Google Ads data presented that negative keywords can improve campaign ROI by up to 60% by using negative keywords to filter out low-quality clicks.”

The Problem

A roofing PPC company constantly gets irrelevant traffic from searches like “DIY roofing,” “roof painting,” or “roofing jobs,” wasting its budget.

The Solution

Add the negative keywords in the “negative search keywords” section on Google ads to avoid unqualified leads.

Also, update the negative keyword list based on search term reports.

4. Not Creating Separate Campaigns

Many PPC companies do not create separate campaigns for separate targeting, making optimizing for different audience segments challenging.

By creating different campaigns, a business can better control audience targeting, optimize bidding strategy, improve ad relevance, and organize campaign goals.

It is essential because separate campaigns allow customized messaging and precise budget allocation.

The Problem

A roofing PPC company running a combined campaign for all their services.

Their CTR was constantly decreasing, and CPC was increasing.

In such a situation, what can they do?

The Solution

The company can reduce CPC and increase CTR by splitting its campaigns for different services.

Create a dedicated campaign for each service based on the demography and geography of their target audience if needed.

Get expert assistance from an outsourcing PPC company with extensive experience and proven results!

5. Not Creating Custom Ad Copies

Generic ad copies fail to connect with the target audience. Your ads blend in with competitors without adding your USPs and addressing specific customer pain points.

In fact, “personalized ad copy can boost CTR by up to 200%, a study by HubSpot revealed.”

The Problem

Using “Roofing Services US” as a keyword can give generic results, which might be useless for you.

The Solution

Instead, use something like “Affordable Roofing Services in Texas- Call for a Free Consultation Today!”

Custom ad copy related to Call ads.

We created an ad copy for the Roofing contractor campaign that targets audiences by adding emergency roofing services-related keywords.

Custom ad copies enhance relevance, engagement, and conversions while giving better control over messaging.

Creating custom ad copies ensures you reach the right audience.

6. Not Using Ad Extensions

Ad Extensions are additional pieces of information that make ads more engaging. They help increase CTR and improve Ad visibility.

They improve CTR, Quality Score, and conversion rates without increasing costs.

In fact, according to Google Ads data, “Ads with extensions have a 10-15% higher CTR, according to Google Ads data.”

The Problem

Operating ad campaigns manually can be draining and unproductive. It requires time and effort in return for minimal rewards.

The Solution

Incorporate extensions such as site link extensions, call extensions, and structured snippets for automated and effective ad performance.

• Sitelink Extension- Direct users to specific pages.

• Callout Extensions – Highlight unique offers or benefits.

• Call Extensions – Add a phone number for users to call directly

• Structured Snippet Extensions – List specific product or service categories.

• App Extensions – Allow users to download your app directly.
• Lead Form Extensions – Capture user information directly from the ad.
• Promotion Extensions – Showcase current deals or discounts.
• Location Extension– Display your business address and directions.

7. Ignoring Mobile VS PC Bidding and Analysis

Different devices often result in different user behaviors, costs, and conversion rates.

In fact, “Google reports that over 60% of searches for local services happen on mobile devices.”

The Problem

A roofing company allocated a similar budget to all the devices, and its CPA was much higher. In this case, it was wasting its budget on the least-performing devices.

The Solution

Google has reported that local campaigns work better with mobile devices and that adjusting bids according to platform returns can generate huge ROI.

8. Landing Page Optimization

Driving your traffic to an unoptimized landing page can cause you to lose potential leads.

The Problem

The most common mistakes that a roofing PPC marketer makes are:

Not Adding CTA Upfront- How are your potential clients going to know what action needs to be taken for your services?

Same Landing Page for Different Locations & Categories- Generic landing pages do not have the capacity to connect with local audiences and fail to address specific needs. A good landing page copy is necessary to get more quality leads.

Lack of Testimonials- What else can speak for your services other than customers you already served? Potential customers look for testimonials and reviews and if not available, they might leave.

The Solution

A simple solution is to add a clear CTA upfront on a landing page that conveys the right action. For example “Call now to book a free roofing consultation”.

Create specific landing pages for different ad campaigns that address specific points of potential customers.

91% of potential customers trust social proofs such as testimonials and case studies. Don’t forget to add them to the landing page!

You can use PPC tools like Unbounce or Instapage to streamline the process of clear CTA, localized content, and testimonials.

9. Combining Search and Display Campaigns

Search and display campaigns are way different from each other and yet some marketers combine them. Biggest mistake to commit while running a roofing PPC campaign!

It will lead to the inefficiency of the campaign.

In fact, data suggested that CTRs for search ads are around 3%, while display ads hover around 0.5%.

The simple solution is to create different campaigns for search and display. As search campaigns are used for high-intent keywords and display ads for remarketing

10. Not Responding Immediately

If you delay the response, you will lose the lead. Local PPC campaign leads can be time-sensitive and delayed response can lead to lost opportunity.

In fact, according to a study by Harvard Business Review, leads that are responded to within 5 minutes have a 100X chance of getting converted than those that are responded to after 30 minutes.

To respond almost immediately use CRM tools or autoresponders to increase conversion rate.

Final Words

Unlike others, don’t fall behind because you are ignorant of common PPC mistakes.

By avoiding the mistakes mentioned above and tips to master PPC roofing campaigns, get the most out of your campaign.

As a roofing PPC company, you must be aware of precise targeting, create optimized ad copies and landing pages, and respond promptly to leads to achieve higher ROI and conversions.

Follow the tips discussed in the blog to avoid them and get the desired results from your roofing PPC campaigns.

PPC is a master tool for local service-based businesses, but only if used effectively!

Uvisible is your go-to partner for digital marketing for roofing businesses, helping you take your online presence to the next level!