Pay-Per-Click (PPC)
You only pay when someone actually clicks on your online ad — like paying a toll only when someone drives down your road.
Full Definition
With PPC, you bid on keywords like 'concrete driveway Denver' and your ad shows up when people search those terms. You only pay when they click your ad and visit your website, not just for showing the ad.
For Contractors
Why It Matters
PPC lets you control your marketing spend and get immediate results. If you're paying $42 per click and closing 1 in 4 leads at $8,000 average job value, you're paying $168 for a $2,000 profit job — that's 1,100% return on your ad spend.
Real-World Example
A concrete contractor in Phoenix spends $1,200/month on Google Ads targeting 'stamped concrete patio Phoenix' and 'concrete driveway repair.' They get 30 clicks at $40 each, convert 8 clicks into leads, and close 2 jobs worth $16,000 total. Their $1,200 ad spend generated $3,200 in profit.
Common Mistakes
- -Bidding on broad terms like 'concrete' instead of specific services like 'concrete patio installation'
- -Not tracking which clicks actually became jobs, so you don't know if PPC is profitable
- -Setting ads to run 24/7 instead of during business hours when you can answer calls
- -Sending clicks to your homepage instead of a specific landing page about the service they searched for
What to Do
Log into your Google Ads account and check your search terms report. Find any keywords that got clicks but zero phone calls or form fills. Add those as negative keywords to stop wasting money on clicks that don't convert.
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