Question

Hi everyone, just looking to get some opinions. I'm running campaigns for a very niche service business that installs and repairs electric showers. There is a relatively small amount of relevant searches, but the business covers a wide area so it's worthwhile. However, a lot of people (maybe even the majority) looking for a shower repair or installation would be more inclined to simply search for a plumber or electrician and hope that they do this service. Is it worthwhile to run Ad Groups with local 'plumber' and 'electrician' keywords? Obviously there will be a lot more search volume, but only some of the searchers will be looking for our service specifically. Also, the website and landing pages obviously won't be relevant to the search terms of 'plumber' or 'electrician'. I'm just wondering what approach to take. Any and all advice is greatfully received.  

Answer 1

Google Ads might not be your best bet. A paid social ad campaign might work better

Comments

@innocency paid search typically has the best ROI of any channel, so approach social with caution. It's useful for brand building and awareness, but social users are typically not going to be as far along the funnel. Remarketing on social is something to consider first, instead of jumping into prospecting

Answer 2

Is there a valuable benefit to having an electric shower? If yes educate the right people using social. If not really, I’d focus on SEO.  

Comments

@innocency I agree with the thinking that it will be too expensive. Try talking to a distributor that deals with electric stoves and see if there’s any developers inclined away from gas foundations in their builds. Or find an avenue to market that way.  

Answer 3

Avoid plumber and electrician broad terms! Use exacts and bmm for terms like +plumber +electric +shower +install. Make a negative list for things like DIY, how to, etc. Monitor the search terms diligently.