Google Ads Marketing Agency for Professional Service Companies
What We Can Achieve Together
+67%
More Buyer Engagement
AI Driven SEO and Pay Per Click (PPC) combine to get more phone calls, form fills, and engagement from qualified buyers.
+240%
Higher ROAS
When PPC ads follow professional service industry best practices they can deliver 240% to 310% ROAS (Return on Ad Spend)
+700%
ROI
According to the Google Economic Impact report, every $1 a business spends on an ad generates $8 in profits.
Pay For Placement
Pay-Per-Click (PPC) is a type of advertising where you choose a keyword or search phrase. When users search for that phrase the search engine puts your company’s ad at the top of the search engine result page (SERP).
You only pay the ad fee if a person clicks on it. That click generally directs visitors to your website.
Google Ads Marketing Agency for Service Companies
Google Ads and other PPC are effective in quickly directing highly targeted audiences to your company website and offerings.
However, this form of digital advertising is different for service companies.
Because service buyers may not engage on the first touch, the ads are often followed with display advertising or remarketing.
Because service buyers are cautious when making a highly considered purchase, the ads must promote the company brand as an authority, position the executives as thought leaders, and instill confidence in the firms services.
Because sales cycles are longer, every online buyer touch has to be tracked to accurately measure your ROI.
But when you do the right things, this type of program can catapult new client acquisitions.
In fact, our experience is that Return on Advertising Spend (ROAS) is 240% to 310%, on average, when your ad program applies service industry best practices.
That ROAS is even higher for new clients that procure recurring services.
PPC Benefits
Google Ads offer several benefits when compared to other digital marketing programs.
The setup is relatively fast. It includes time for keyword research, creating copy and configuring a landing page. Once that’s done, you activate your campaign and begin driving traffic to your website almost immediately.
PPC ads allow you to target your ideal customers.
You can select keywords that your prospective audience uses when searching for services that your firm provides. And you can further filter based on their location, demographics, and prior online activity.
This means you can ensure your ad is only shown to people who are most likely to be interested in your services.
If you apply the right search parameters, you can position your ad to the right people at the right time in the right place.
PPC ads can appear on multiple platforms, including search engines, social networks, and other websites.
This allows you to reach a wider audience of potential clients while still focusing on the criteria that define your ideal customer profile or target audience.
PPC tools provide account managers full control over where, when, and how their ads are displayed.
You control the chosen keywords, ad placement, and campaign budget. You can set a maximum daily or monthly budget for each campaign. You can define and adjust bids and budgets at any time.
You only pay when someone clicks your ad and you won’t exceed your budget since you can set the maximum spend ahead of time.
And if you want to take a break, you can put the program on pause and stop spend immediately.
Like any digital marketing program, Google Ads get better with each test cycle.
Simple A/B split tests can rank ad effectiveness according to website conversions, client acquisitions, and ROI. You then discard lower performers and double down on those that deliver big.
Deeper analysis lets you model tolerance ranges for cost per click and cost per customer acquisition. This allows you to scale by increasing your spend as long as the result is profitable.
PPC tools deliver key performance indicators such as Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS). They provide closed loop performance reporting such as campaign ROI. They include multi-touch attribution modeling so you can be confident of identifying which campaigns and ads are delivering the ROI.
Integrating Google Ads with Google Analytics steps up your measurability to see your visitors purchase journey within your sales funnel.
All of this information is used to improve your campaigns, optimize your bids, refocus your targeting, and improve ad copy.
It’s seldom a good idea to overemphasize one marketing program and neglect others.
Fortunately, PPC works well with other digital marketing programs.
Ads can drive qualified visitors to published content, and thereby improve your content marketing program.
PPC and SEO work together to serve people using search engines to find information, firms, and services. Many times, PPC programs are used by companies with websites that have low domain authority.
PPC platforms also support retargeting, sometimes called remarketing, to display ads to visitors who came to your website but didn’t engage. When those visitors later see your branded ads in other places, they are more likely to click and convert.
Google Ads Marketing Agency Insights
Applying PPC best practices and insights will improve ad conversions and accelerate results. Below are a few examples we routinely apply for service companies.
- Service company ads must use highly specific keywords and precision target audiences to acquire high fit clients and a low cost per customer acquisition. Even better, this level of campaign specificity can increase in value over time creating a more durable client acquisition program.
- To ensure your PPC program remains highly profitable, it’s important to calculate your average customer lifetime value (CLV). That calculation may vary based on the type of customer or service provided. Once you know your CLV, you can confidently acquire clients that drive company profits.
- Professional services buyers often require 6 or more online touchpoints before they are ready to buy from a firm. That’s why we design a complete buyer life cycle approach to digital client acquisitions. We apply an optimized combination of highly targeted display engagements to get the right message in front of the right buyer at the right time. And to give buyers the confidence they need to engage your firm.
- PPC and SEO are highly symbiotic. Pursuing both in parallel will improve results of each. Consider our SEO for professional services if you want to accelerate results.
- The right tools for the job are important. We configure and optimize Google Analytics, Google Search Console and Google Tag Manager for most clients. These tools bring measurability to key performance indicators and program success measures. Even better, these tools are free.
- The best Google ad accounts use a building block structure for simplified management, improved performance, and precision reporting. For example, start by organizing your campaigns by business goals, service lines, channels and location. Then create ad groups based on themes, personas, and target audiences. Then create at least three ads per ad group so you can test variations and improve conversions.
- Your ad copy will significantly impact conversions. Ensure the ad copy is specific to the search query. Be sure it includes keywords used by buyers seeking services. Be sure the ad copy includes a call to action that reinforces the buyers keyword intent. Finally, make sure the landing page matches your ad.
We are Google Ads Marketing Agency Specialists
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