We start off by referencing historical data and campaign results from our previous roofing campaigns. From this, we utilize the ad copy, keywords and bidding strategies that have produced the best results. We then add unique copy to the Ads tailored around Paletz’s biggest selling points: Servicing for over 30 years, guarantees and certifications, custom projects, etc. The key is to make them stand out from the rest of the competition and give prospective customers a reason to click our Ad. We started off with a sizable budget of $5k which would immediately help them have high enough bids to compete against the other big spenders in the area. We utilized a full array of Ad types including Search, Call-Ads & Map Ads. We put extra bid adjustments towards calls being our preferred conversion and we made our extensions mobile-friendly.
After a few months of refining keywords, adding negative keywords, …