Every day, Google sees a staggering 6.9 billion searches typed into its query bar—and a jaw-dropping 2.5 trillion searches per year worldwide. In fact, by 2022, experts predict that there will be 6 billion Internet users—and more than 7.5 billion users by 2030.
With such an astonishing growth rate, it’s unlikely that Google’s dominance will end anytime soon—and that’s exactly why Google is the best place for your home services company to target new customers. When it comes to audience targeting, Google Ads is laser-focused. Basically, Google Ads lets you set up a system that reaches out to relevant leads who have similar search queries to your services.
Of course, you’ll need the right strategy to win at home services Google Ads. If you’re not targeting the right audiences, you’ll never see a return on investment from your paid search strategy. And if you’re already using Google Ads, but you’re not driving the results you want, it’s time to refine your target audiences.
With a little bit of time, effort, and some good old-fashioned market research, you can use Google Ads Home Service search audiences to set refined parameters and start reaching qualified home services leads. So, how can Google Ads help you reach the right people? And how can you start building the right target audiences in Google Ads?
Why Target Audiences Matter
Google Ads, formerly Google AdWords, is the biggest paid digital marketing channel in the home services industry. From HVAC businesses to electricians, our clients devote a portion of their advertising budget toward Google Ads.
This holds true whether they’re handling their marketing themselves, relying on an in-house team, or partnering with an agency—and it’s easy to see why. When it comes to building brand awareness, driving website traffic, and acquiring new customers, Google Ads gets the job done.
But to get the most out of Google Ads, you’ll need to target the right people. If you’re wasting precious advertising dollars marketing to college students who don’t own a home, nobody is going to click on your landscaping ads. You don’t want to flush your marketing efforts down the drain, so why skip one of the most important steps in building your Google Ads campaign?
Audiences are a convenient tool to refine your target audience so you can get your ads in front of the right people. On top of that, you can leverage audience data to create highly relevant ads, land leads on personalized landing pages, and maximize your conversion rate.
Types of Home Services Google Ads Audiences
Before we dive into your Google Ads campaign, let’s review the different types of Google Ads search audiences at your disposal. Whether you’re building brand awareness or retargeting lost leads, you’ll need to choose a target audience that aligns with your marketing goals.
1. Detailed Demographic Audiences
Demographic targeting is ideal for building brand awareness in your service area. When you choose demographic targeting, you’ll be able to narrow your target audience based on specific demographic characteristics, including age, gender, and location.
If you’re new to Google Ads, demographic audiences can help you refine your target audience without spending hours on market research. You even can take it a step further and target people based on shared traits, like homeowners.
2. In-Market Audiences
In-market audiences target people actively searching for a product or service. For example, you might target a local homeowner who’s already shown purchase intent in a kitchen renovation, but they’re researching other contractors before making the phone call.
Google captures rich data to identify industry-specific in-market audiences. When you craft a campaign with in-market audience targeting, you’ll be able to choose from predefined categories like “Home Services.”
In-market audiences can give you a huge boost by targeting leads further down the sales funnel. They’re already interested in your services. Now, it’s your turn to capture their attention and show them why you’re the best contractor for the job.
3. Seasonal In-Market Segments
Seasonal segments are the newest addition to Google’s search audiences. They’re a subsection of in-market audiences—but they come with one great feature for home services companies: seasonal targeting. In other words, seasonal segments allow you to target people searching for seasonal deals.
Seasonal segments are the fuel you need to ignite your Google Ads campaign, especially if you run seasonal discounts like winter HVAC maintenance or summer power washing. If you really want to step out in front of the competition, create an effective seasonal Google Ads campaign and watch the phone calls come pouring in.
4. Remarketing Lists
You already know how important it is to capture every ounce of value from your leads—and remarketing lists can help you do just that. With remarketing, you can target leads who have previously interacted with your brand but haven’t converted. This way, you can reconnect with lost leads and draw them back into the sales funnel.
Remarketing is a great tool for driving conversions—and statistics show that brands with more marketing touchpoints are more likely to convert leads into paying customers. Tracking cookies follow your lost leads around the Internet and target them with your ads.
These users are already familiar with your brand, and they’re interested in your services. Plus, they’re probably further down the sales funnel than your average Internet user. You just have to stay at the top of their mind until they’re ready to take the next step.
5. Similar Audiences
Want to target users who have been researching the competition? Similar audiences will be your greatest ally. With similar audiences, you can target users who share the same interests as your current leads.
Google Ads identifies similar audiences by browsing users’ activity on display network sites and uses their search data to understand their specific interests and characteristics. Then, Google looks at your remarketing list and creates a brand new list of people with similar characteristics. As your remarketing audience changes, your similar audiences will change accordingly.
6. Customer Match
Customer match enables you to target existing customers using your customer relationship management (CRM) software. Essentially, you upload your audience data, and Google uses that information to create an audience of people who have shown an interest in your services.
If you’ve already collected emails, addresses, and phone numbers from your customers, you can plug that information in via CSV. Then, Google will target your ad campaign to these people. It’s a great way to nurture leads by nudging people who have expressed an interest in your business and guiding them to the next stage of the sales funnel.
7. Affinity Audiences
With affinity audiences, you target people based on their personal choices, from their personal interests to their lifestyle preferences. You can even customize your target audience by plugging in search terms and URLs as filters. For example, if you’re selling landscaping services, but “gardeners” is too broad, you can add search terms related to landscaping.
Affinity audiences are a great way to target people on a more personal level based on their personal interests. And if you want to take your targeting to the next level, custom affinity audiences target users based on their most recent web activity. That means better targeting and more refined audiences so you can reach the right people at the right time.
Choosing the Right Audience for Your Campaign
Not all search audiences are created equal. Some require a lot of work on the front end to piece together, like a customer match list. For some audiences, you’ll need to place Google Ads remarketing tags around your website. Some audiences aren’t compatible with Search campaigns, while others are. How can you choose the best option for your Google Ads campaign?
1. Know Your Target Audience
Sure, identifying your target audience might seem obvious, but you need to know exactly who’s in your target audience. Regardless of audience targeting, you’re not going to run a successful Google Ads campaign if you’re not targeting the right core audience.
So, how can you pinpoint your target audience? Start by looking at your current customers. You’ll want to collect some relevant information about your existing customers, including their gender, age, education level, location, interests, and hobbies. You can use this information to create marketing personas.
Then, using your marketing personas, you can start using audience targeting more effectively. Your target audience will guide you along the way, helping you choose relevant targeting parameters so you can reach qualified leads.
2. Avoid Over-Segmenting Your Audience
Google Ads opens up so many new doors for your business. After all, they provide endless opportunities to target users you’ve never targeted before. We get it—it’s only natural to want to target different audience groups and start segmenting your audience right off the bat.
And it might seem like a good idea, but don’t over-segment your audience. You’ll only end up feeling discouraged when your campaign doesn’t drive the results you’re after.
Instead of segmenting your target audiences into niche groups, create audience groups with a few different types of people. Then, choose relevant Google Ads search audiences based on those groups. Run a few ads, see what sticks, and segment your audiences into smaller groups. Don’t be afraid to play with your target audiences to see what drives the best results.
3. Track Your Results
Even if you’re a pro at Google Ads, you need to track your results. You want to make sure your current segmentation is driving results. What’s more, if you’re not tracking your paid search results, you’ll never know your ROI.
At the end of the day, not every audience targeting option will work for your business. It all boils down to your unique audience and how users interact with your brand. When you track ads, you can identify areas of improvement, tweak your campaign, and find the best conversion-driving targeting option.
4. Always Use A/B Testing
Chances are, you’re not going to find the right targeting option on your first try. The vast majority of our clients test different ad targeting options before finding the best option for their business. It’s critical to test your strategy to gain insights into your results, but how can you measure the results of affinity targeting against seasonal in-market segments?
The same way you test your landing pages and social media ads: A/B testing. You should be running A/B testing on every Google Ads campaign to find the right target audience. On top of that, you need to make sure your ad content engages that audience. Even if you have the right target audience, you’re not going to drive results if your ad message doesn’t capture their attention. To drive conversions, you need to test everything consistently.
The Challenges of Managing Google Ads Without a CRM
Google Ads can open up countless new possibilities for your home services business, but you need to leverage these opportunities properly. Without a fully integrated CRM, you’re going to have a hard time optimizing your paid search campaign.
Your paid search strategy should never be a guessing game, and CRM data should always inform your Google Ads campaign management strategy. If you’re only using a CRM to track offline sales through phone calls or emails, it’s going to be difficult to track the impact of your online investments on your offline conversion data.
With a fully integrated CRM for Google Ads, you can import your Google Ads campaigns into your CRM so you can track which keywords, campaigns, and segments are responsible for your offline sales. Plus, you can export your CRM sales data into Google Ads to optimize your bids and budgets. Ultimately, a CRM gives you a complete picture of how your paid search campaigns are performing.
When you merge your Google Ads campaigns with CRM data, your sales and marketing teams can pinpoint exactly which marketing strategies are driving the best ROI. From your customer’s first click onto your website until your sales rep closes the deal, you’ll be able to monitor your ad spend inside your CRM to discover what’s working and what’s not.
Grow Your Business With a Powerful Paid Search Strategy
Given its unrivaled reach and authority, Google Ads are a key component of any successful paid strategy. Once you’ve refined your target audiences, it’s time to put your Google Ads campaign into action, review the data, and tweak your campaign as needed.
Remember: There’s no such thing as a Google Ads campaign that doesn’t work—there are only campaigns that need finetuning.
With the right target audiences, you’ll be one step closer to maximizing your clicks and conversions.
If you have any questions along the way, reach out to our team. Whether you’re a Google Ads newbie or you’re tired of spending time at a desk, we’ll help you cut through the noise and get in front of the right people.