Google Ads Best Practices for Trade Business Visibility

Prioritizing visibility through Google Ads best practices is essential for trade businesses looking to succeed in the digital space. When your ads are highly visible in search results, you have a better chance of catching the attention of users who are looking for your services. This increased exposure results in more leads and conversions for your business, ultimately driving growth and profit. Improved visibility through Google Ads best practices also helps you build brand awareness and credibility in your industry. Customers are likely to associate you with a better reputation when they consistently see your ads at the top of search results, building customer loyalty over time as users become familiar with your business.

Google Ads Best Practices #1: Use Call Tracking to Find Where Your Customers are Coming From

Call tracking allows you to assign unique phone numbers to different marketing channels, such as Google Ads campaigns, to track which channels are driving phone calls to your business. Doing so allows you to trace back the number that the customer used to the specific channel where they saw your ad. Google Ads best practices include using call tracking to accurately measure the number of calls generated from your campaigns. This helps you optimize your well-performing ads, increasing your chances of getting more visibility.

Source: Mega Digital

Google takes these conversions into account when determining ad rankings, also called as quality score. Google’s quality score is a measure of how relevant and useful your ads are to customers, so a higher quality score means increased visibility for your ads. Additionally, call tracking provides valuable insights into customer behavior. When you analyze the calls you received from your ads, you can identify patterns and trends that can help you refine your approach to ad campaigns.

Call tracking also enables you to A/B test different ad variations to see which ones perform better. Testing different ad copy, targeting options, and bidding strategies allows you to identify the combinations that will drive the most calls and conversions for your business. Since call tracking can follow the customer journey beyond the initial click, you can identify areas where you can improve the customer experience. This can help you improve the relevance of your ads, leading to more visibility and higher conversion rates. You can set up call tracking through following these steps:

  • Choose a Call Tracking Provider: Select a service that offers call tracking features. Look for a provider that offers a wide range of phone numbers, including local and toll-free options. This allows you to select numbers that match your target audience and marketing campaigns. And you might want to rely on a call tracking software with comprehensive reporting features. You’ll need detailed insights into your call data, such as call duration, caller location, and call recordings when optimizing your marketing strategies.

  • Assign Numbers to Campaigns: Start by creating a list of all your current marketing efforts, such as your website, social media, email newsletters, and any offline advertising. For each campaign, request a dedicated phone number from your call tracking provider. These numbers will be forwarded to your main business line, but they’ll allow you to track the source of each incoming call. Make sure to update your marketing materials to display the appropriate phone number for each campaign.
  • Install Tracking Code: Place the small piece of code that you got from your provider on your website to track which online actions lead to phone calls. The tracking code is typically a few lines of JavaScript that you can copy and paste into the HTML of your website pages. It’s usually placed within thesection of the code, but the exact location may vary depending on your website’s structure. When a visitor clicks on a phone number or calls a tracked number, the tracking code sends this information back to your call tracking service.

Google Ads Best Practices #2: Display Your Ads to the People That Matters with Negative Keywords

Another important Google Ads best practice for trade businesses is using negative keywords. Negative keywords allow you to exclude certain terms from your ad targeting, helping you avoid wasting money on irrelevant clicks. For example, as a roofer, you might want to use negative keywords like “free” or “cheap” to avoid attracting customers who are looking for low-cost or DIY roofing solutions. Excluding these terms allows you to focus your ad spend on customers who are more likely to hire a professional roofer.

When finding relevant negative keywords for your business, start by brainstorming a list of terms that are irrelevant to your services. You can also use Google Keyword Planner to find related keywords and identify potential negative keywords. Another important aspect of Google Ads best practices is to review and update your negative keyword list as your business grows and your target audience changes. Monitor your search terms report to identify any irrelevant searches that are triggering your ads, and add those terms on your list.

Source: AdEspresso

It’s also part of Google Ads best practices to use negative keyword lists at the campaign group level because it allows you to tailor your ad targeting in a more precise manner. This is especially important when you offer a wide range of services or products, as you can create separate campaign groups for each service and apply relevant negative keywords to each one. For example, you might have a campaign group for your residential plumbing services and another for your commercial plumbing services. Using negative keyword lists, you can ensure your residential plumbing ads don’t show up for searches related to commercial plumbing, and vice versa. This level of control significantly improves your Google Ads visibility and leads to more qualified leads and conversions.

Google Ads Best Practices #3: Include Ad Extensions to Deliver Informative Ads

Google Ads best practices emphasize the importance of ad extensions in improving your ad’s visibility. Ad extensions are additional pieces of information that you can add to your Google Ads to make them more engaging and informative. Doing so allows your ad take up more space on the page, pushing other ads further down, so customers notice yours first over others. You can include several types of ad extensions, such as:

  • Callout Extensions: It appears below your ad’s main text and gives you up to 25 extra characters to showcase your unique selling points, such as 24/7 customer support or price matching guarantees. This makes your ad more informative and appealing to potential customers, increasing the chances of them clicking on it. Callout extensions are easy to set up and can be customized for different campaigns or ad groups, allowing you to tailor your messaging to specific audiences. Since callout extensions make your ads more relevant, it improves your overall quality score, resulting in better ad positioning and greater visibility for your business.
  • Structured Snippet Extensions: When you use structured snippet extensions, you can choose from a predefined list of header options that best fit your trade business. For a Vancouver electrician, you might choose the “Services” header to showcase the specific electrical services you offer, like residential wiring, commercial installations, or emergency repairs. It even allows you to include up to 10 values under each header, giving you the opportunity to showcase a wide range of your trade business’ offerings. For example, you’re a plumber, so you might include values such as “Faucet Repair,” “Toilet Installation,” “Pipe Replacement,” and “Water Heater Maintenance” under the “Services” header. This level of detail helps users understand the breadth of your expertise and the specific services they can expect from your business, maximizing your visibility in the process.
  • Promotion Extensions: Promotion extensions can also help improve the relevance and visibility of your ads to users who are actively searching for discounts or special offers. When users see that your business is offering a promotion, they may be more likely to click on your ad, as they perceive it as a valuable opportunity to save money on the services they need. Promotion extensions also help you showcase multiple promotions simultaneously. You can create separate promotion extensions for different offers, such as a discount on emergency services and a free inspection for new customers.

Google Ads Best Practices #4: Make Your Ads Engaging with Responsive Search Ads

Source: Surfside PPC

Following Google Ads best practices in creating responsive search ads involves writing different headlines and descriptions that highlight the key features and benefits of your business. Google will then automatically test different combinations of these headlines and descriptions to determine which ones perform best, reaching more potential customers and driving better results for your business. If you’re a HVAC contractor, you might create responsive search ads that highlight your 24/7 emergency services, your team of certified technicians, and your competitive pricing. This customization increases the chances of your ad matching what someone is searching for, making it more likely to appear at the top of Google search results.

One of the key advantages of responsive search ads is their ability to adapt to different screen sizes and devices. Statista found that mobile devices accounted for 54.67% of the global website traffic in 2023’s fourth quarter. This highlights the increasing need for mobile optimization when engaging to your target audience. Fortunately, responsive search ads automatically adjust their layout and content to provide the best user experience across various devices, ensuring your message is clear and interesting regardless of how users access your ads.

Keep in mind that responsive search ads require constant monitoring and adjustments to perform well, which can be overwhelming for you. The good news is working with a digital marketing partner can ease this burden on you. Digital Trek offers Google Ads Management services centered on a data-driven approach for your campaigns. We have a track record of successful projects for different trade businesses. Contact us and get a free quote!

Google Ads Best Practices #5: Explore Broad Match Keyword to Appear in More Relevant Searches

Broad match keywords are the most inclusive type of keyword targeting in Google Ads. They allow your ads to show up in searches that include the meaning of your keyword even if these words don’t appear exactly in the search query, expanding the reach of your ads to a larger audience. Note that Google Ads best practices recommend using broad match keywords with other match types, such as phrase match or exact match. This allows you to maintain control over your ad targeting while benefiting from the expanded reach of broad match keywords.

Source: Search Engine Land

When optimizing your broad match keywords, consider using ad groups with tightly related keywords and creating highly relevant ad copy and landing pages. This will help improve your click-through rate (CTR) and quality score, which are important factors in determining your ad rank and cost-per-click (CPC). In Search Engine Land’s 12-month data analysis, broad match keywords have the lowest CPC compared to other match types. This presents a better ad visibility potential for businesses advertising online at a lowest overall cost.

Understand Your Customers Better with Google Ads Best Practices

Implementing Google Ads best practices, such as call tracking, negative keywords, ad extensions, responsive search ads, and broad match keywords, increases your visibility through strategic targeting. This allows you to focus your advertising efforts on the people most likely to book your services and guarantees a better ROI for your business. More importantly, increased visibility gives you better data which elements in your ad campaigns resonate with your customers. In this way, you have a deeper understanding of your customers’ needs and preferences, allowing you to provide services that meet their requirements. This leads to a higher customer satisfaction rate, building a stronger relationship between you and your customer and ensures a stronger foundation for your business in standing out in a competitive market.

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