WHAT IS AVERAGE COST PER CLICK HOME IMPROVEMENT CONTRACTOR
WHAT IS AVERAGE COST PER CLICK HOME IMPROVEMENT CONTRACTOR ? If you are a home improvement contractor seeking to scale your business, digital advertising can be a great asset. One of the most popular channels of online advertising is pay-per-click. It is conducted by auctioning keywords and showing your ads to potential clients while choosing the right keywords. Still, there is one big issue that you may not have considered before giving a try to PPC and implementing this type of advertising. It is the average cost per click that you need to understand well to profit from this channel. For a contractor in home improvement, understanding the average cost per click better should be an initial step before you start running PPC for your business.
What is the Cost Per Click in Home Improvement?
Cost per click, referred to as CPC is the actual amount that is charged when a user clicks on your ad. In the home improvement industry, the CPCs vary based on the demand for the keyword you want to rank for, the quality of this keyword, and the competition. Contractors use Google Ads, Bing Ads, or social media to promote their businesses to local consumers.
Factors that Affects Average Cost Per Click Home Improvement Contractors
1. Competition and Demand
- Highly demanded home improvement seasons are in spring or summer.
- Competitive services, in general, are roofing, HVAC, and kitchen remodelling. Some of these might be more competitive to spend your money on as a contractor.
- Demand and competition generate high costs for average cost per click.
2. Target Location
Metropolitan areas tend to cost more as they are more competitive and densely populated. If you have a smaller budget, it might also be helpful to concentrate on more remote suburban areas. Besides, if you use geotargeting features, you can target those locations only which are further away from you but bring more leads.
3. Keyword Choice
Use long-tail keywords and phrases. Instead of using a generic “remodelling companies” phrase, you can choose something like “affordable kitchen-remodelling Miami.”
4. Type of Keyword
Either a broad keyword like “plumber” or “home improvement”, and a narrow, long specific one like “roofer in Tampa”. More competition for broad keywords means higher CPC.
Keywords directly related to emergency services, such as “emergency HVAC repair”, may have a higher CPC, which depends on the search intent.
5. Lead Value
The value of a roofing or HVAC repair lead is high because regular people need these services a few times in their life.
6. Ad Quality and Relevance
Good-relevant quality ads will help you to reduce the cost. In other words, if the ad content is highly related and targeted to your keywords, the CPC will be lower.
Create ad groups with more specific content for each service (roofing, electrical work, etc.).
7. Advertising Platform
Compare the cost of CPC between different types of ads. It can be relevant to different landing pages rather than Google Ads or Bing Ads.
Social media ads CPC is cheaper, but it is more targeting brand awareness than immediate leads.
To calculate the average CPC, we compared the cost of all keywords related to the home improvement field among multiple contractors from different cities. Please note that it’s not the universal cost, and real ones depend on your business location, market, and competition.
Average CPC for the Popular Home Improvement Services
1. Roofing Services
Average CPC: from $8 to $15.
Explanation: The CPC for roofing services is quite high. Homeowners usually rarely order them only regularly, which means the lead is valuable.
2. HVAC Repair and Installation
Average CPC: from $5 to $12.
Explanation: This niche is quite competitive. Moreover, HVAC repair services are needed a lot, mainly in summer or winter.
3. Kitchen and Bathroom Remodeling
Average CPC: from $6 to $18.
Explanation: It is an expensive service for the home renovating market. On average, homeowners have enough big budgets and ready to pay more for quality service
5. Plumbing Services
Average CPC: $5 to $12
Explanation: Demand for plumbing services is high, especially for emergency services. Since a high number of plumbers wish to advertise the same keywords, CPC levels range from moderate to high.
6. Electrical Services
Average CPC: $4 to $9
Explanation: CPC for electrical services is competitive due to high demand, as well as the necessity of such services on at least an annual basis, especially in multi-decade old homes.
How to Lower CPC for Home Improvement Ads
Lowering the cost of cpc or pay-per-click can help you make the most of money and raise the return on investment of your advertising campaign. Here you can find a few tips to lower the cost of cpc in the home improvement industry.
1. Long-tail Keywords Usage
Use long-tail keywords, which favours more specified requirements.
For example, if you provide roofing services in Dallas, use “affordable roofing in Dallas” instead of vast “roofing” to avoid competitors’ influence.
2. Grant a High-Quality Advertisement Score
Compose relevant advertisement that matches the needs and interests of users. Refresh advertisements when seasonal changes are required and new types of services are popular.
3. Introduce Negative Keywords
Add negative keywords that correspond to the terms that cost money and do not provide benefits.
For example, if you provide commercial and budget roofing services in Dallas, exclude the keyword “residential” in case such service is not offered.
4. Enhanced Location Targeting
The advertisement will not cost you much if it is shown to those of the target located within close proximity to you. Set bids differently for adept areas you consider to be among the best.
5. Time Frames for the Advertisement
Ensure the advertisement is primarily shown when it is of the most substantial concern to clients. Time frames to avoid may include the night or a specific day of the expense.
Ways to Get Started with CPC for Home Improvement Contractors
Manage your online advertising campaigns more effectively by taking the following steps.
Here are the steps you need to follow to get started with CPC as a contractor:
1. Focus on Conversion Tracking
You can set up a conversion tracking system to examine the actions your customers take after they click your ad. You can track phone calls, form submissions, and online bookings to see which ads provide you with the most valuable leads.
2. Use Remarketing to Re-engage Prospects
Through remarketing, you can connect with customers who visited your website in the past but did not convert. Use remarketing ads on Google or any of the social media venues to draw users’ attention to your services.
3. Test Different Ad Formats
Try responsive search ads, display ads, or video ads to determine what works better with your customers. What is more, some of your services may be more clearly illustrated with visuals, so you may test video formats as well.
4. Set Realistic Goals and Monitor Your Performance
Set monthly or quarterly goals regarding your CPC, conversions, and your overall ROI. Use Google Analytics or any other PPC management platform to track and monitor the performance of your ads.
5. Use Customer Reviews and Testimonials
Use customers’ favourable reviews and testimonials to earn more clicks on your ads. In addition, the conversion rates will also benefit from clients’ feedback. Make sure you include clients’ comments on your landing page.
Conclusion
It is important to know the average cost per click for home improvement contractors in order to get the most value from your ad budget. Knowing what causes your CPC to rise and fall and what you can do to reduce it is crucial for making your ad campaigns more efficient. Make sure to regularly check the performance of your campaigns and adjust such details as chosen keywords and range of ad displays, as well as be attentive to geographic location targeting.