The 6 Different Types of Google Ad Campaigns Contractors Should Know

Jun 26, 2023 | Google Ads

As a contractor, you can’t expect all of your customers to find your business on their own. 

While some of your business will come from organic website traffic, you also need compelling paid ads in place to get your name out there and target the right people. 

Google offers a wealth of different paid ad campaigns that you can use strategically to reach more customers and grow your business. Learn about the six different types of Google Ad campaigns contractors should know, then contact Polianna for expert Google Ads services for plumbing and HVAC companies.


Search Ads

Search engines are the top method of finding new local businesses in this digital age. By investing in Search ads, you can ensure that your company’s website is front and center when users search for your type of contracting business. 

Search ads are text ads that appear at the very top or bottom of a Google search results page. These ads will show up when a user in your area searches for your type of contracting business, targeting people who are already looking to schedule your services. 

There are three main types of search ads:

  • Dynamic search ads: Ads that Google creates for you based on your website content.
  • Responsive search ads: Ads that cycle through multiple headlines and descriptions based on the exact query users search for.
  • Call ads: Search ads that include a phone number users can click on to call your business.

To make the most of Google Search ads, be sure to:

  • Include engaging, compelling ad copy that catches users’ attention, as these ads can’t include any visual elements
  • Create a campaign with all three search ad types to diversify your strategy
  • Evaluate your competitors’ search ads to shape your campaign 


Local Services Ads

Google has recently introduced a new ad type specifically for local businesses. Local Services ads appear above the search results, highlighting verified businesses that match the user’s search requirements. They can provide valuable information about your company at a glance, including:

  • Your average ratings and a link to your reviews
  • Your hours
  • Your service area
  • Your phone number
  • The number of years you have been in business

These ads also include a “Google Guaranteed” checkmark indicating the business has passed a screening verification process. 

Local Services ads reduce the overwhelming number of choices consumers have when looking for the right business to hire. When your company appears in one of these ad slots, your potential customers will instantly understand that your business could meet their needs. 


Performance Max Ads

Performance Max ads provide a more comprehensive approach to targeting a local audience. You’ll set a specific goal for your ad strategy, then Google will automate ads across all of its platforms, including:

  • YouTube
  • Search engine results
  • Google Maps
  • Gmail
  • Google Discover feed
  • Google Display Network

Google will use machine learning to determine the right placements for your products or services and advertising goals. You’ll be able to target all of these platforms through a single campaign. But before you dive into this ad strategy, make sure you have an in-depth understanding of PPC ads — or turn to a marketing team that can do it for you. 


Display Ads

Display ads are a great adjunct to search ads. Instead of targeting people who are searching for your type of business, they target users who may be interested in your services but aren’t actively looking for them. 

These ads include an image and a short amount of text, then a link for users to learn more about your company. This link can take them to a landing page on your website where you provide an enticing offer to obtain their contact information. 

Display ads can expand your brand awareness. Even if the users who see these ads aren’t in a place to schedule your services yet, they’ll remember your name when they do need your services. 


Smart Ads

Among the different types of Google Ad campaigns, smart ads are perhaps the easiest to implement. Google will set up and manage these automated ads on your behalf, including the right language and placement to maximize your ROI. 

When you set up Smart ads, Google will take you through a short questionnaire to learn about your advertising goals. It will also ask you to provide relevant information, such as a link to your website and your Google Business Profile. 

Then, Google will use the information you provided to create a customized, automated ad strategy for your business. You won’t have much control over the ad types (search ads vs. display ads) or target audience, but if you don’t necessarily want that control, Smart ads may be a great solution. 


Discovery Ads

Google’s Discovery ads focus on helping more users find your contracting services. Like Smart ads, they are completely automated, giving you a hands-off approach to paid advertising. 

You’ll still enjoy a small level of control over this ad campaign — namely, over the types of images and text they include. Once you provide this information, Google will run with it, managing the placement of the ads long-term. 

Google will display your Discovery ads in a few locations:

  • Gmail
  • YouTube
  • Google app Discover feed 

If you’re trying to reach a new audience, such as targeting a younger generation for your contracting services or expanding outside of your local city, these ads are an excellent place to start. But if you prefer more control over your ads campaign type, you may not like the level of automation involved in this strategy. 

Utilizing different types of Google Ad campaigns can get your contracting business in front of the right people, boost your local ranking on Google, and amplify your sales. But if you don’t have the expertise or time to manage your own campaign, you can turn to an expert marketing team instead.

Rely on our marketing professionals at Polianna to handle the entire advertising process for you. Schedule your discovery call today to learn how we can grow your contracting business. 

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