In this presentation, we will show you how to maximize your leadflow via Pay-Per-Click & Google AdWords for your Plumbing or HVAC Businesses. Paid Search is the key to unlimited scalability in terms of lead-flow for your Plumbing or HVAC Business. (With paid search you have a lever that you can turn on demand to increase traffic & calls into your Plumbing or HVAC Business). - Discover how the AdWords engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search -quality & relevance is the answer. - The secrets to maximizing quality score - In order to drive lower cost per click & ultimately cost per lead - Ad Groups, the right keywords, compelling text ads, site links & strategic landing pages are critical - Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads, & landing Pages. - The KPI's & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead… Download our Internet Marketing & SEO Guide at http://www.plumberseo.net/free or call us at 866-610-4647.

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Digital Dominance Method

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4. • Turn off cell phones
• Turn off Facebook
• If you’re serious about doubling or
tripling the leads that you pull from your
Plumbing or HVAC website then the next
60-90 minutes are critical
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Need your attention please…

5. • Why PPC is key to unlimited scalability in terms of lead
flow for your plumbing or HVAC business
• Live examples of PPC campaigns generating 5-15X ROI
for other plumbing/HVAC companies
• How to set up & structure your Pay-Per-Click marketing
campaign for minimum cost per lead & maximum ROI
• KPIs, Tracking, Landing Pages, Campaign Structure
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What we will cover today

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If you stay till the end…

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8. Who Am I & Why Should You Listen To Me?
• Author of The Complete Guide to Internet Marketing for Plumbing
Contractors & How to Triple your Sales by Getting Your Internet Marketing
Right
• Active member of the PHCC, QSC, Nexstar Network, Service Roundtable &
ACCA
• Google Certified Partner managing over $1M annually in AdWords
• Spoken at PHCC, QSC & other industry events across the US
• Articles published in Plumbing & Mechanical, Contractor Mag & HVAC
Insider
• Worked with plumbing & HVAC businesses across the US & internationally
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Hundreds of plumbing &
HVAC business owners…

10. This is what we do…
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Should PPC be part of my overall
Internet Marketing? Strategy?

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Digital Dominance
Method

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Why PPC should part of your Internet Marketing strategy
• Start showing up quickly
• Show up as often as possible where
your customers are looking
• Show up for non geo-modified
terms “plumber”,“plumbing”,“water
heater repair”,“AC repair”, etc
• Unlimited scalability

14. Why most PPC Campaigns FAIL
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•Fail to understand the AdWords auction process and
the complexity of the plumbing/HVAC industry
•Set up only ONE Ad group for all services (plumbing,
emergency plumbing, drain cleaning, water heaters,
AC repair, heating repair, etc)
•Don’t use specific text Ads and landing pages for
groups of keywords
•No strong call to action or OFFER on the landing page

15. Why most PPC Campaigns FAIL
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• General Plumbing Services
• Emergency Plumbing
•Water Heater Repair / Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Re-Piping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
•Trecnhless Sewer Replacement
• Etc, Etc, Etc
YourCompany.com

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# of Leads - 202
Conversion Rate - 40%
202 Leads X 40% = 80 Booked Jobs
Average Ticket - $650
80 Jobs X $650 = $52,000
Projected ROI - 5X
$52,000 investment / $10,070 spend
is a 5X ROI

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# of Leads - 237
Conversion Rate - 40%
237 Leads X 40% = 94 Booked Jobs
Average Ticket - $550
94 Jobs X $550 = $51,700
Projected ROI - 13X
$51,700 revenue / $3,842 spend
is a 13X ROI

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# of Leads - 103
Conversion Rate - 40%
103 Leads X 40% = 41 Booked Jobs
Average Ticket - $750
41 Jobs X $750 = $30,750
Projected ROI - 8X
$30,750 revenue / $3,729 spend
is a 8X ROI

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How to set up & structure your
Pay-Per-Click marketing campaign
for minimum cost per lead &
maximum ROI

25. How to structure your PPC Campaign
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• Conversion tracking is a MUST
• Your campaign must be broken into smaller ad groups targeting the various services that you
provide so that your text ads match what the person typed
• Make sure you have a strong understanding of keyword match types & don’t forget about
negative keywords
• You need to write compelling text ads that resonate with what the customer typed and entice
them to click on you vs. the competition
• Leverage Ad extensions to make your Ad Stand out on the page
• You have to land visitors on solid, well thought out pages on your site that are built to convert
• Ongoing split testing, tweaking & fine tuning

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Don’t even think about spending
another penny till you have
conversion tracking in place…

27. Conversion Tracking Essentials
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•Dynamic number swapping with different phone number for PPC traffic
vs. organic or direct traffic
•A keyword pool with dynamic number swapping so that you can track
phone calls back to the keyword & campaign
•Webform tracking
•Conversion tracking built into your AdWords campaign to determine
which ad group generated the lead

28. Most Important KPIs
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•Total Spend
•Average Cost Per Click
•Average Cost Per Lead (Calls & Web Forms)
Plumbing - $35 - $55 per lead
HVAC - $55 - $80 per lead
•Return on Investment

29. It’s best to have a dashboard…
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If you can track true ROI…
even better!

31. How to structure your PPC Campaign
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•Your campaign must be broken to to smaller ad groups targeting the various
services that you provide so that your text ads match what the person typed
Brand Campaign
General Plumbing
Drain Cleaning
• Hydrojetting
• Rooter Service
Repiping
Sump Pumps
Leak Detection
Slab Leak Repair
Water Softeners
Water Filtration
Plumbing Fixture Installation
& Repair
Toilet Installation / Repair
◦Faucet Installation / Repair
Disposal Installation / Repair
•Backflow Testing & Certification
Septic Pumping / Cleaning
Emergency Plumbing /
After Hours Plumbing
Boiler
Gas Line Installation / Repair
Bathroom Remodeling
• One Day Bath Systems
Well Pumps
• Installation & Repair
• Service / Maintenance
Competition Campaign
Water Heaters
• Water Heater Repair
• Water Heater Replacement
• Tankless Water Heaters
Sewer Repair & Replacement
• Trenchless
• Pipelining

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33. Ad Groups - Plumbing
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Brand Campaign
General Plumbing
Drain Cleaning
• Hydrojetting
• Rooter Service
Water Heaters
• Water Heater Repair
• Water Heater Replacement
• Tankless Water Heaters
Sewer Repair & Replacement
• Trench less
• Pipelining
Repiping
Sump Pumps
Leak Detection
Slab Leak Repair
Water Softeners
Water Filtration
Plumbing Fixture Installation
& Repair
Toilet Installation / Repair
◦Faucet Installation / Repair
Disposal Installation / Repair
Backflow Testing & Certification
Septic Pumping / Cleaning
Emergency Plumbing /
After Hours Plumbing
Boiler
Gas Line Installation / Repair
Bathroom Remodeling
• One Day Bath Systems
Well Pumps
• Installation & Repair
• Service / Maintenance
Competition Campaign

34. Ad Groups - HVAC
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Brand Campaign
AC Repair
AC Replacement / Installation
Heating Repair
Heating Replacement / Installation
Furnace Repair
Furnace Repair / Replacement
Emergency AC Repair
Emergency Heating Repair
IAQ (Indoor Air Quality)
AC Check Up
AC Filters
AC Maintenance
AC Tune Up
Air Duct Cleaning
Air Handlers
Boiler Repair
Boiler Installation / Replacement
Ductless Mini Splits
Evaporator Coil
Geothermal
Radiant Heating
HVAC
Humidifiers
Air Purification Systems
Thermostats
UV Air Sanitizers

35. Keyword Types Matter
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Broad Match
Plumber
Plumbing
Plumbers
Dallas Plumbers
Plumbers Dallas
Modified Broad Match
+plumber
+plumbing
+plumbers
+Dallas +Plumbers
+Plumbers + Dallas
Phrase Match
“Plumber Near Me”
“Plumbers in Dallas”
“Dallas Plumbers”
Exact Match
[Dallas Plumbers]
[Plumbers in Dallas]
Pay Attention to NEGATIVE Keywords
Jobs
Careers
Car
Association
Auto
Etc

36. You need to write compelling text ads that resonate with
what the customer typed and entice them to click on you vs.
the competition
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• Less is more
• Tell them exactly what you want them to do
• If you have have a special offer for the service that they searched (and
reference it in the text ad) all the better
• Give them ONE decision (call / web form) and push for it… don’t offer them
too many options to stray from your site

37. Best Performing Text Ads
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38. Make your text ad JUMP off the page with Ad
Extensions
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39. Make your ads POP with call out extensions
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40. Setting your site extensions
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41. You have to land visitors on solid well-thought-
out pages on your site that are built to convert
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42. How to Accelerate your Lead Flow via Paid Search
for Plumbing & HVAC Contractors
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•Conversion tracking is a MUST
•Your campaign must be broken to to smaller ad groups targeting the
various services that you provide so that your text ads match what the
person typed
•Make sure you have a strong understanding of keyword match types &
don’t forget about negative keywords
•You need to write compelling text ads that resonate with what the
customer typed and entice them to click on you vs. the competition
•Leverage Ad Extensions to make your Ad Stand out on the page
•You have to land visitors on solid well-thought-out pages on your site that
are built to convert

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# of Leads - 70
Conversion Rate - 40%
70 Leads X 40% = 28 Booked Jobs
Average Ticket - $550
28 Jobs X $550 = $15,700
Projected ROI - 7X
$15,700 investment / $1,963 spend
is a 7X ROI

45. Questions to ask your PPC Provider
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• How much of my budget will go to Google AdWords spend vs. management fees
• What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion tracking?
If you don’t have web & call conversion tracking that pulls into AdWords you will be at a MAJOR
disadvantage vs. the competition.
Will you delineate PPC calls vs. Organic Calls?
• How will we track our our Key Performance Indicators (KPIs)? Will I be provided with a live dashboard?
Key Metric - Average cost per lead generated
• Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the home
page?
If you are driving traffic to landing pages how will those pages be optimized for conversion?
• Do you split-test test ads for each Ad group?
• Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results?
• What are our targets in terms of Cost Per Lead & Return On Investment (ROI)?

46. What makes our campaigns better / different
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• We split the campaign into strategic Ad groups based on our experience in the plumbing & HVAC
business to help target your most profitable services
• We set up conversion optimized landing pages
• We set up true CONVERSION OPTIMIZATION so that your conversions (calls & web form submissions) are
tracked and associated with the campaign & keywords in AdWords…so that we can adjust the bid /
spend strategy based on the campaigns & keywords that drive the best conversions. There is a HUGE
difference between this and simple “call tracking”
You will know exactly how many calls came via PPC vs Organic and listen to recordings of those calls
You will know which keywords within your AdWords campaign drove calls & at what cost
• This makes it possible for us to optimize based on the keywords that result in calls and stop
wasting money on terms that don’t net a result
• For each Ad group we set up multiple text Ads and rotate based on the best converting Ads each month…so our click
through rates / quality scores improve over time
• We provide you with a KPI Dashboard to help track the most important metrics
• If you are a ServiceTitan user, we will report against revenue generated for true ROI tracking
• Complete transparency in terms of Spend to AdWords

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Our KPI Dashboard

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Our KPI Dashboard

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Call us directly at 866-610-4647
or
www.plumberseo.net/schedule