A lot of contractors have a love-hate relationship with the idea of paid lead generation—and it’s not hard to understand why. Digital advertising is complex and can feel challenging to master.
Which online ads will get you the best returns? How do you determine where you should invest, and what to avoid?
At StructureM, we focus on results—including finding ways to get you strong, consistent returns on your marketing. Here’s how digital ads can pay off for your company.
What Is Digital Advertising?
Digital marketing is the process of promoting your business through online sources such as websites, search engines, and social media. There are two streams of online traffic to leverage through your marketing efforts:
- Organic — Unpaid online rankings that rely on effective SEO techniques to boost your visibility
- Paid — Purchased ads or paid listings that ensure your business gets eyeballs on social media, search engines and other sites (often referred to as “pay to play” advertising)
Is one type of digital ad better than others? The fact is, it depends on what produces the best results for your needs.
How to Approach Your Digital Lead Generation
Experiment to See What Works
Not all forms of advertising and lead generation are equal, and not all will work equally well for every company. Be flexible until you find the strategies that work best for your business.
Be Where Your Customers Are Searching Most
Search for companies offering similar services in your area—as if you were an ideal client on the hunt for a contractor. Notice where your competitors are doing well, whether it’s Google, Facebook, Yelp, Home Advisor, or elsewhere. That’s where you want to pay for ads.
Use a Combination of Strategies to Generate New Customers
Top-performing contractors do pay for online advertising, but they’re not dependent solely on this strategy. They reach potential clients through a diverse set of methods and marketing streams— including organic searches, referrals, and pay-to-play digital ads.
Determine a Viable Budget
What is the maximum allowable lead cost per service that you're willing to spend? What is winning a customer worth to you?
Knowing what you're willing to pay is essential. As you go into paid channels, work out what the return on investment is for each source, and then calculate whether the ads are paying for themselves.
Track Your Leads Meticulously
Gather the information needed to analyze your advertising efforts and ensure top returns. Ask customers how they found you. Get specific details so you understand exactly what marketing source they used.
Use Performance Statistics to Guide Decisions
To make the most of your lead generation streams, it’s essential to know what’s working. Sites such as Facebook and Google provide analytical data, which can guide your decisions for where to invest more and where to invest less.
Apply for a free coaching session with Dave Gullotti
Future-Proof Your Contracting Company with StructureM
Finding new clients is a constant need for home improvement contractors, and it will be even more important after the current boom inevitably ebbs in the next several months. The smart move is to spend wisely now to market your business—before you really need to.
At StructureM, our average client generates $10 for every $1 they spend with us. We’ll craft a specialized marketing plan to grow your company consistently, year after year.
Apply for a free coaching session to get started.