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8 | October 2024 Slippery Rock Gazette
Training & EducaTion
How Countertop Shops Can Use Google Ads to Generate More Leads
Google Ads is a powerful tool for countertop shops looking to generate more leads and grow their business.
With the right strategy, Google Ads can help you reach homeowners at the exact moment they are searching for a countertop. I’ll break down what you need to know!
1. Start with Keyword Research
The foundation of any successful Google Ads campaign is thorough keyword research. For countertop shops, it’s essential to iden- tify the keywords potential customers use when searching for countertops.
Key Strategies
Target Specific Product Keywords: Focus on keywords that directly relate to your offerings, such as “granite countertops near me,” “quartz countertops installation,” or “custom marble countertops.”
Consider Long-Tail Keywords: Long- tail keywords like “affordable granite countertops in [City]” or “best quartz countertop installers” are less competitive and often have higher conversion rates.
Include Local Keywords: Since most countertop businesses serve a specific geographic area, include location-based keywords like “countertop store in [City]” or “kitchen countertops in [City, State].”
2. Optimize Your Ad Copy
Your ad copy plays a crucial role in attracting clicks from potential customers. Effective ad copy should be concise, rele- vant, and include a clear call to action (CTA).
Best Practices for Ad Copy
Highlight Unique Selling Points (USPs): Mention what sets your business apart, such as “5-Day Turnaround Time,” “Free In-Home Consultation,” or “Over 100+ Colors Available.”
Use Action-Oriented Language: Encourage users to take action with phrases like “Get a Free Quote,” “Schedule Your Consultation Today,” or “Explore Our Countertop Options.”
Stephen Alberts
Countertop Marketing
Include Relevant Keywords: Incorporate your target keywords in the ad headline and description to improve relevance and quality score.
Utilize Ad Extensions: Use ad extensions to provide additional information, such as site links, location, call buttons, and promotions. This increases the visibility and effectiveness of your ad.
3. Leverage Local Search Ads
For countertop shops, local search ads are invaluable. These ads appear when users search for local services, making them highly relevant and effective.
Strategies for Local Search Ads
Set Up Google Business Profile: Ensure your maps profile is complete and accurate, as it directly influences your local search ads.
Bid on Location-Based Keywords:
Use keywords that include your city or neighborhood to capture local leads.
Optimize for Mobile: Since many local searches are done on mobile devices, ensure your ads and landing pages are mobile-friendly.
4. Create High-Converting Landing Pages
A well-designed landing page is essential for converting clicks into leads. The landing page should be directly related to the ad and provide a seamless user experience.
Landing Page Best Practices
Match the Ad’s Message: Ensure the headline and content of the landing page reflect the ad’s message and keywords.
Include Strong CTAs: Encourage users to take the next step with clear CTAs like “Request a Free Estimate,” “View Our Countertop Gallery,” or “Contact Us for Pricing.”
your countertops, as visuals can significantly impact decision-making.
Simplify Forms: Keep lead forms short and easy to complete, asking only for essential information to avoid deterring potential leads.
5. Implement Smart Bidding Strategies
Google Ads offers various bidding strat- egies that can help you optimize your bud- get and maximize conversions.
Effective Bidding Strategies
Maximize Conversions: Automatically set bids to help you get the most conversions within your budget.
Target CPA (Cost Per Acquisition): Set bids to get as many conversions as possible at your desired cost per acquisition.
Target ROAS (Return on Ad Spend): Bid based on a specific return on ad spend, ideal if you have clear revenue goals.
Manual CPC (Cost Per Click): Allows for more control, enabling you to adjust bids based on performance and competition.
6. Track and Analyze Performance
Continuous monitoring and analysis are crucial for the success of your Google Ads campaigns. Use Google Ads and Google Analytics to track key performance indi- cators (KPIs) such as click-through rate (CTR), conversion rate, cost per conver- sion, and overall ROI.
Optimization Tips
A/B Test Ad Variations: Regularly test different ad headlines, descriptions, and CTAs to see what resonates best with your audience.
Adjust Bids Based on Performance: Increase bids for high-performing keywords and reduce or pause bids for underperforming ones.
Refine Targeting: Use data to adjust your targeting settings, focusing on the demographics, locations, and times that yield the best results.
7. Utilize Remarketing Campaigns
Remarketing allows you to target users who have previously visited your website but did not convert. This is an effective way to keep your business top-of-mind and encourage them to return and complete an action.
Remarketing Strategies:
Display Ads: Show visually appealing ads to previous visitors as they browse other websites within the Google Display Network.
Dynamic Remarketing: Tailor ads to show specific products or services users viewed on your website, increasing the likelihood of conversion.
RLSA (Remarketing Lists for Search Ads): Customize your search ads for previous visitors when they continue searching for related terms on Google.
Google Ads offers countertop shops a robust platform for generating leads and driv- ing business growth. By conducting thor- ough keyword research, crafting compelling ad copy, optimizing landing pages, and using smart bidding strategies, you can create effec- tive campaigns that attract high-quality leads. Continuous tracking and optimization are key to maintaining and improving your campaign performance over time. With these best prac- tices, your countertop shop can harness the full potential of Google Ads to stay ahead of the competition and increase your bottom line.
Stephen Alberts is the owner of the Countertop Marketing Co and STONE ENGAGE. They specialize in helping coun- tertop companies grow the retail side of their business outside of word-of-mouth and referrals. They also offer software to help you engage more with customers and close more countertop projects. Visit countertop- marketingco.com or stonengage.com . You can also email Stephen at steve@counter- topmarketingco.com.
Use Visuals: Showcase high-quality images of