Where do you get most of your leads? If you’re like most local companies across the country, much of your business is generated from online searches. With the convenience of technology always at our fingertips, modern people often turn to Google for a solution to their problems. That’s why it’s important that your tree service business is at the top of the search results page.
To secure your place when a user is searching for your services, you need to invest in Google Ads. This digital marketing platform makes it easy to display your company to local clients, bringing more traffic to your website and higher profits to your business.
Ready to learn more? Let’s dive into what Google Ads can do for your tree service.
Google Ads: What is it?
Google Ads is the most commonly used and largest online advertising platform. Using Google Ads, your business can appear at the top of any relevant search results page, bringing traffic and attention to your tree company.
There are many types of ad campaigns available to tree services. Each type has its own advantages, but all of the different varieties bring increased traffic to your website and help you boost brand awareness. For most tree services, search ad campaigns are one of the most effective tools. You can learn more about the 7 Google Ad Campaigns below.
Search (Text) Campaigns
As the most common ad campaign for tree services, search ads help you target an audience that is looking specifically for your services. With keyword strategies and effective placement, text ads drive impressive traffic to your website and boost your revenue.
Display (Image) Campaigns
Using visually appealing and engaging images, these ads are displayed on millions of websites. Image ads help you capture the attention of your audience, while encouraging a sale. Display ads are a great way to boost awareness and expand your reach online.
Video Campaigns
This campaign style relies on video advertisements that are displayed on YouTube, as well as other websites. These ads help boost brand awareness, drive traffic, and encourage sales for your services.
Smart (AI) Campaigns
Smart campaigns are simple to use, even for tree services that are just getting started with Google Ads. You simply set up your account, create a few ads, then Google AI helps you determine the best way to target for the greatest return on ad spend (ROAS).
Shopping Campaigns
Typically used for retail centers and online shopping vendors, these ads market for product inventory. They are used to show product listings. Generally, tree service providers won’t be using these ad campaigns.
App Campaigns
These campaigns are used to encourage users to download an app by advertising on Google Search, YouTube, and many other sites. While generally not used by tree service companies, these ad campaigns can be useful for many other agencies.
Performance Max Campaigns
Performance Max is a campaign that uses your goals and Google AI to drive the most traffic and conversions for your website. It allows you to access all of your Google Ads inventory from one campaign for easier use and more effective marketing.
Which Google Ads Campaign Works Best for Tree Services?
In general, tree services rely on search campaigns to bring traffic to their websites. These ads allow you to target people who are searching specifically for your services, including tree removal, tree trimming, stump grinding, land clearing, and more. By grabbing the attention of users with these keyword searches, you are guaranteed a higher conversion because you’re finding people who need the services that you offer.
How Does Google Ads Work?
Google search ads are based on pay-per-click (PPC) advertising. With this strategy, you are charged every time a user clicks on your ads. The goal is that you make as many sales as possible from these clicks so that you are profiting from your PPC ad campaigns. Users find your ads when they search for relevant keywords that you have targeted. Learn more about the process below.
Keyword Selection: Making Your Ad Visible to Users
When you’re planning your text ad campaign, you’ll need to choose the keywords that work best for the tree service industry in your area. These will include phrases such as, “tree service near me”, “tree removal near me”, “tree trimming”, and many others. Choosing quality keywords ensures that you’re putting your ads in front of the right audience so that you see a higher conversion rate.
You’ll place bids on the keywords that you want to target. The higher the popularity of the keyword, the more you’ll pay for your ad. Let’s dive into how you should select your top keywords when you’re setting up your Google Ads campaigns.
Selecting Keywords That Work
The first way to determine which keywords to use is by considering relevance to your specific tree company. If you offer tree removal but not stump grinding, you’ll want to target the first but avoid the latter. If your primary focus is land clearing or forestry management, your primary keyword targets will differ from a tree company that focuses on standard residential tree maintenance.
Once you have a grasp on which keywords to generally target, you can begin research using the keyword planner tool. With this, you can investigate the significance of related phrases. To begin, you should look at the search volume for each potential keyword.
Search volume tells you how many users are looking for a given keyword or keyword phrase. This lets you know if that phrase is worth targeting. Higher search volumes mean more people are looking for that service, which means that more people are likely to see a search ad that emphasizes the given keyword.
By choosing keywords that are relevant to your services and have higher search volumes, you will reach a more targeted audience that is likely to click on your ad and become a paying customer.
Negative Keywords
As you are planning your keyword strategy, you’ll also want to consider the terms that you do not want traffic for. Negative keywords are the words or phrases that are not relevant to your business, so you do not want your ad to show for these given search queries.
For tree services such as your own, you’ll need to look at phrases that don’t make sense for your business. If you don’t offer lot clearing or stump grinding, you’ll want to exclude terms like this from your ad campaign. Besides industry-specific keywords, there are many others you will want to exclude. We’ll get into these below.
Negative keywords will differ for every company, so you’ll need to plan a strategy that works best for your needs. You can also keep track of how well searches are performing over time. If you notice there are certain keywords with poor conversions, you may want to consider adding these phrases as negative keywords.
By preventing your ad from reaching negative keyword searches, you’re keeping your click through rate and conversion rate higher. This means more profits for your business.
Here are some of our suggested negative keywords for your tree service Google Ads:
- Supplies, equipment, DIY, how to: Typically, users searching for these terms are looking for a DIY solution, not to pay for a service.
- Free, cheap: These people are looking to receive a free service, not pay for your professional services. Exclude these terms so you can see better conversions.
- Job, salary, training, courses: Generally, these people are searching for jobs or training in the tree service industry, not to buy services from your company.
Impressions: How Many Users See Your Ad
For your text ads, impressions are how many times your ad is displayed in a Google search result. This is important because it tells you how many users are seeing your particular ad.
If you find that your impressions are low or dropping, it’s time to reassess your ad campaign. You may need to increase your bids for keywords, adjust your keywords, or increase your ad spend (or how much money you’re investing in your advertisements).
Clickthrough Rate: Getting Users to Choose Your Website
When you’re looking at Google Ads for tree services, the clickthrough rate (CTR) is the percentage of users who select your ad after it is displayed to them. This directly relates to the efficacy of your ad. Once you’ve reached the right audience, you need to make sure you’re giving them what they are looking for with accurate information and answers to their query.
Generally, a good CTR varies based on the industry and location. You want to aim for a minimum CTR of between 2-5%, with a higher percentage being better.
If you notice that your clickthrough rate is low or dropping, it’s time to evaluate the content of your ad. You may need to create more engaging content to grab attention and develop an effective call-to-action (CTA) to get people to select your site.
Conversions: What Drives Your Profit
Once people arrive at your website through your Google Ads, you’ll have to rely on effective content and clear CTAs to drive a sale. This is known as your conversions. Conversion rate is the percentage of visitors that become paying customers.
To drive your conversions (and tree service leads!), you need to provide information that answers the user’s problem. For tree services, this usually means that you provide safe and affordable tree removal, tree trimming, emergency tree services, stump grinding, and more. If the user needs help with a tree down on their roof, you can help. If they need their land cleared for a new house, you’ve got them covered.
It’s best to have genuine, unique content for every page of your website. You want to avoid AI content because this often doesn’t read well and can create a negative user experience. With accurate, interesting, and helpful content, you can increase your conversions, thus boosting your profits.
So, How Do You Create Google Ads for Tree Services That Really Work?
For the most effective Google Ads for your tree company, you need to strategize. You’ll need to select the best keywords, create engaging content, set a reasonable budget, and monitor progress. When you keep these ideas in mind, you’re more likely to see profits from your Google Ads. Learn about our suggested techniques below.
Use Effective Keywords
You can find many keyword research tools online. With your Google Ads account, you’ll have access to the Google Keyword Planner. This helps you identify potential keywords, view their search volume, and learn more about each word or phrase’s metrics. By using this tool, you can select the keywords and keyword phrases that will be most effective for your business.
You’ll want to consider high search volume keywords that relate to your services, and you’ll want to exclude the negative keywords that are not related to your offerings. This way, you’re getting your ads in front of the right audience.
Write Engaging Titles & Descriptions
Using many of the keywords that you have found, you’ll want to write titles and descriptions for your ads. You want to make these interesting and eye-catching to promote a higher CTR. We recommend using all available characters in both the heading and descriptions to add the most helpful and effective information for your viewers.
Be sure to include captivating CTAs in your heading and descriptions. For a tree service company like yours, you may want to use phrases like, “Get a free estimate today!” You can also utilize clear CTAs that help the user understand their next step, such as, “Call us now to get started.” This can help your viewers engage with your content and feel confident to reach out to your company.
Create Content That Converts
You’ll want to have a dedicated landing page that your Google Ads land on. This allows you to answer the specific search query of the user. If they’re looking for emergency tree removal after a storm, but they come to a page that only talks about routine maintenance, they’re less likely to convert to a paying customer. On the other hand, if your landing page talks about your 24/7 response for downed or damaged trees, you’re more likely to catch a lead.
Create content with the user in mind. You’ll want to answer their questions, help them feel comfortable, and ensure they’re confident in your company. Include things like being fully licensed and insured, guaranteeing safety, and offering affordable prices.
In addition, you’ll want to include images, videos, and anything else that helps display your tree company in the best light. With a variety of media, interactive buttons and links, and simple contact forms, you’re sure to see a higher conversion rate with your ads.
Set an Affordable Daily Advertising Budget
It’s important that you don’t spend more than you can afford for advertising. With an effective ad campaign, you should see an impressive ROAS over time. However, you don’t want to start off spending too much. Set a budget for your ads from the start, then increase it as you become more confident in your strategy.
We have found that clicks for most tree services cost around $2-10. Not every click will turn into a lead, but you can track your conversions in Google Ads using a call/form tracking software like CallRail. We recommend a starting daily budget of $35-55 per day, depending on your service area and local competition.
Monitor Ad Campaign Progress
You’ll want to monitor each component of your ad campaign. You will need to keep an eye on your impressions, CTR, conversions, and ROAS. In the beginning, these figures will help you determine if your strategy is effective. Over time, they will help you maintain a strong presence and help you find areas to become more successful in your digital marketing.
Your return on ad spend (ROAS) is similar to a return on investment (ROI) in other areas of your business. You’re familiar with the fact that you have to invest in order to see success. Your Google Ads are no different. Monitor the success of your ad campaigns by watching your ROAS and ensuring you see profits over time.
Ready to Dominate Your Local Market? Let’s Start Planning Your Digital Marketing Strategies.
Tree Service Domination specializes in superior Google Ads that deliver exceptional leads for tree services. We prioritize your ROAS, bringing real-world success from your virtual campaigns. Our digital advertising specialists get to know you, your company, and your local area so that we can develop the most effective strategy for your exponential growth.
We’re tree service marketing experts, so don’t wait. Today’s the day to outgrow the competition. Reach out to us now for assistance with your high-converting digital advertising campaigns.
