This document provides an overview of how to maximize lead flow through Google Ads for waterproofing and foundation repair businesses. It discusses setting up effective Google Ads campaigns, including breaking campaigns into targeted ad groups, using different keyword match types, writing compelling ads, and leveraging ad extensions. It also emphasizes the importance of conversion tracking to measure key metrics like cost per lead and ROI. The document recommends budgeting at least $2,500 per month and obtaining costs per lead between $150-300.

1. MAXIMIZE YOUR
LEAD FLOW WITH
GOOGLE ADS

2. WHAT WE WILL COVER TODAY
• Big picture view of Google Ads
• Why Google Ads accounts fail
• Why PPC is key to unlimited scalability in terms of lead
flow for your waterproofing or foundation repair business
• How to game the system with Quality Score
• 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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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

3. Need your
attention please…
• Turn off cell phones
• Turn off Facebook
• If you’re serious about growing your
waterproofing or foundation repair
business with Google Ads, please give your
full attention for the next 45 minutes
MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

4. IF YOU STAY TIL THE END…
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

6. • CEO of Rainmaker For Contractors for 12 years
• Award Winning Google Premier Partner (Top 4%)
• Owned a Basement Waterproofing company for 15 years
• Basement Health Association: Former President and 13 Year
Board Member
• MOST IMPORTANT – Massive lead generation for
Waterproofing and Foundation Repair companies
MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
WHO AM I & WHY SHOULD YOU LISTEN TO ME?

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
BASEMENT WATERPROOFING BUSINESS OWNERS…

8. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
SHOULD PPC BE PART OF MY OVERALL INTERNET
MARKETING STRATEGY?

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
DIGITAL DOMINANCE METHOD

10. • Start showing up quickly
• Show up as often as possible where
your customers are looking
• Show up without adding cities
“basement waterproofing”, “waterproofing
basement”, “wet basement”, etc.
• Unlimited scalability
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
WHY PPC SHOULD BE PART OF YOUR INTERNET
MARKETING STRATEGY

11. • The account is so complicated, they don’t know how to
manage the account
• Fail to understand the Google Ads auction process and
the complexity of the basement waterproofing industry
• Set up only ONE Ad group for all services (waterproofing,
foundation repair, egress window, etc.)
• Don’t use specific text Ads and landing pages for groups of
keywords
• Landing pages are poorly designed
• Too small of a monthly budget
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
WHY MOST PPC CAMPAIGNS FAIL

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• Basement Waterproofing Services
• Crawl Space Waterproofing
• Wet Basement
• Foundation Repair
•Foundation Crack Repair
•Egress Windows
• Etc, Etc, Etc YourCompany.com
MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
WHY MOST PPC CAMPAIGNS FAIL

13. How to set up & structure your
Google Ads marketing campaign
for minimum cost per lead &
maximum ROI
MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

14. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
CAMPAIGN NAMES
Basement Waterproofing
Foundation Repair
Crawl Space Waterproofing
Mold Remediation
Crack Repair
Egress Windows
Competitors
Call Only
Smart Display

15. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
CAMPAIGN
Basement waterproofing
Ad Groups
Basement waterproofing
Basement wall waterproofing
Basement waterproofing dynamic ads
Foundation waterproofing

16. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
CAMPAIGN
Basement waterproofing
Ad Groups
Basement waterproofing
Keywords
waterproof a basement
wet basement
waterproof my basement
basement waterproofing prices
basement waterproofing {city}

17. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
CAMPAIGN Budgets get set at the campaign level
Basement waterproofing
Ad Groups Ads are tied to the Ad Group
Basement waterproofing
Keywords
waterproof a basement
wet basement
waterproof my basement
basement waterproofing prices
basement waterproofing {city}

18. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

19. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
Gaming the Google Ads system with Quality Score–
How does Google determine which ad gets shown 1st?

20. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
Gaming the system –
How does Google determine which ad gets shown 1st?
If you guessed – “The highest bidder” you guessed wrong.

21. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
Quality Score and Ad Rank Explained

22. MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
Quality Score Explained

23. • 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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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
HOW TO STRUCTURE YOUR PPC CAMPAIGN

24. Don’t even think about spending
another penny till you have
conversion tracking in place…
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS

25. • 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 Ads campaign to determine which ad group
generated the lead
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
CONVERSION TRACKING ESSENTIALS

26. • Total Spend (Min, $2,500/mth)
• Average Cost Per Click
• Average Cost Per Lead (Calls & Web Forms)
• $150 to $300 per lead depending on your area and time of
year
• Return on Investment
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
MOST IMPORTANT KPIs

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
IT IS BEST TO HAVE A DASHBOARD

28. • Your campaign must be broken down into groups specific for the targeted services that you
provide so that your text ads match what the person typed
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
HOW TO STRUCTURE YOUR PPC CAMPAIGN
Branded Campaign
• Company Name
• Company URL
Competitor Campaign
• Competitor Company
Name
• Competitor Company URL
Basement
Waterproofing
Campaign
• Basement Waterproofing
• Basement Waterproofing
Near Me
• Basement Waterproofing
Contractors
• Basement Waterproofing
Companies
Wet Basement
Campaign
• Wet Basement
• Wet Basement Near Me
• Wet Basement Contractors
• Wet Basement Companies

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
AD GROUPS: BASEMENT WATERPROOFING
Basement Waterproofing Ad Groups
• Basement Waterproofing
• Basement Waterproofing Contractors
• Basement Waterproofing Companies
• Wet Basement
• Basement Floor Cracks
• Basement Wall Cracks
• Basement Seepage

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
KEYWORD TYPES MATTER
Broad Match
Keywords
• Basement waterproofing
• Waterproofing Basement
Phrase Match
Keywords
• “Basement waterproofing”
• “Waterproofing
basement”
• “Basement waterproofing
company”
• Basement waterproofing
near Chicago”
Exact Match Keywords
• [Basement waterproofing]
• [Waterproofing basement]
• [Basement waterproofing
company]
• [Basement waterproofing
near Chicago]

31. • Less is more
• Tell them exactly what you want them to do
• If you 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
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
YOU NEED TO WRITE COMPELLING TEXT ADS THAT RESONATE WITH WHAT THE
CUSTOMER TYPED & ENTICE THEM TO CLICK ON YOU VS THE COMPETITION

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
BEST PERFORMING TEXT ADS…

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
MULTIPLE AD SECTIONS TO SHOW UP IN
Text Ad
In Search
Results
Text Ad
In Map
Results

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
MAKE YOUR TEXT ADS JUMP OFF THE PAGE
WITH AD EXTENSIONS

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
MAKE YOUR TEXT ADS JUMP OFF THE PAGE
WITH AD EXTENSIONS
Call Extension
Sitelink Extensions

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
SETTING YOUR EXTENSIONS

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
YOU HAVE TO LAND VISITORS ON A SOLID WELL
THOUGHT OUT PAGE ON YOUR SITE BUILT TO CONVERT

38. • Conversion tracking is a MUST
• Your campaign must be broken down 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 need to land visitors on solid well-thought-out pages on your site that are built to convert
38
MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
HOW TO ACCELERATE YOUR LEAD FLOW VIA PAID SEARCH
FOR BASEMENT WATERPROOFING CONTRACTORS

39. • How much of my budget will go to Google Ads spend vs. management fees
• What type of tracking will you be putting in place? Do you do Call & Web Form Conversion tracking?
If you don’t have call & webform conversion tracking that pulls into Google Ads you will be at a MAJOR disadvantage
vs. the competition.
Will you differentiate PPC calls vs. Organic Calls?
• How will you track 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)?
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
QUESTIONS TO ASK YOUR PPC PROVIDER

40. • We split the campaign into strategic Ad groups based on our experience in the basement waterproofing 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 Google Ads…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 Ads 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
• Complete transparency in terms of spend to Ads
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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
WHAT MAKES OUR CAMPAIGNS BETTER / DIFFERENT

41. • Analysis of Online Visibility
• Custom Keyword List of most important search terms
• Ranking Report showing where you rank currently
• Analysis of Online Directory Listings & Consistency
• Analysis of Online Reviews and Reputation
• Analysis of Social Presence
• Analysis of Website Conversion Effectiveness
• Website speed analysis with corrections
• We will uncover your greatest opportunities
CALL 630-929-RAIN
MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
FREE: STRATEGY SESSION

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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
CALL 630-929-RAIN OR VISIT US AT
HTTPS://WWW.RAINMAKERFORCONTRACTORS.COM/CONTACT/
ANY QUESTIONS…?