We get on calls with people every week who want to know if Google Ads campaigns are right for them. The truth is, the answer depends. Here is what you need to think about when deciding if Google Ads is right for you.
How Much Is Each Client Worth To Your Company?
Long gone are the days when someone can set up an ads campaign and immediately start getting hot leads. Google ads have become more competitive and expensive per lead. Depending on the price of your services, the ad spend may be more than what you can justify per lead.
Also, because there is a lot of fine-tuning with ads to get them to produce, you should expect the first 30-60 days of ad spending won’t generate much, if anything, for you. We recommend you only invest as much as you have to lose. If you’re desperate for the marketing to work, ads are likely not a good option. There’s no guarantee of how much the leads will cost and if they pan out.
How Quickly Do You Need The Leads?
Ads aren’t a good option if you need the leads like yesterday. With how Google ads work now, you need at least 4 weeks for the learning AI to run before you make any changes. Depending on the service, ad spend, and your area, you may get a couple of leads in the first month…or you may not. Ads are not guaranteed like they once were.
Generally speaking, we recommend you commit to ads for 3 months before deciding if it will work for you or not. It’s always worth a try, but it may not produce immediate results.
Do You Have a Lead Capture In Place?
Of course, some industries may be fine without a way to collect the potential client’s information, but most businesses have much greater success with ads if they have a way to collect information. What do we mean by lead capture? A lead capture is when you have a form where the client fills in their email, and then you send them something in exchange for their address.
Collecting emails can be beneficial because you can nurture that person by sending them emails with valuable information in the coming months. Writing educational-based emails is a great way for someone to move forward with your services.
Here’s an example of an effective lead capture.
Say you’re a tree trimming company. If someone signs up for your newsletter, you can offer a tree maintenance guide. Then, periodically send out email campaigns when they need to do things to help maintain their trees. This is a good way to keep your company at the forefront of someone’s mind when looking for someone to trim their trees.
Can You Answer Your Phone When it Rings?
If you don’t have help answering phones, ads may be less effective. Most often, leads clicking on ads want to speak with someone immediately. You will lose potential leads if you cannot pick up the phone calls. If you’re a small contractor or business that can’t answer all of your calls, consider getting an answering service. This will help you capture the potential lead’s information.
Contact Us Today For an Ads Evaluation
Not sure if Google ads are right for you? Contact us today, and we’ll review your website and business objectives and provide you with information to help you make a good marketing decision.
