In today's digital age, a strong online presence is crucial for the success of any business.
If you own a moving company, one effective way to increase your online visibility and attract potential customers is through Google Ads. However, determining the right budget for your Google Ads campaign can be a challenging task. In this blog post, we'll explore the factors to consider when setting your Google Ads budget and provide you with valuable insights to help you make an informed decision.
Define Your Goals
Before diving into your budget, it's essential to identify your specific advertising goals. What are you looking to achieve with your Google Ads campaign? Some common goals for your moving business might include:
- Increasing website traffic
- Generating leads
- Boosting brand awareness
- Driving phone calls
- Converting leads into paying customers
Your goals will dictate the size of your budget and the strategies you use. For example, if your primary objective is to generate leads, you might need to allocate a larger budget compared to simply increasing website traffic.
Know Your Market
Understanding your market and competition is crucial. Research the cost-per-click (CPC) for keywords related to your moving business. Google's Keyword Planner tool can provide insights into keyword competitiveness and estimated CPC. This information will help you anticipate the cost of running your Google Ads campaign.
Consider Your Location
The location of your moving business is another important factor. If you operate in a highly competitive area with many other moving companies, you might need a larger budget to stay competitive in the Google Ads auction. Conversely, if you serve a less competitive or smaller area, your budget may be more manageable.
Set a Test Budget
If you're unsure about the right budget for your moving business, consider starting with a test budget. This will allow you to experiment with different keywords, ad copy, and bidding strategies without making a significant financial commitment. Gradually increase your budget as you identify what works best for your business.
The first step in estimating the Google Ads budget needed to hit your goal is understanding how much it is going to cost you to acquire the traffic. With Google Ads, we’re estimating this cost based on cost per click for keywords which we can find in the Google Ads Keyword Planner.
Let's look at an example:
A quick search for targeted keywords - think "best local movers in my area" using the Google Keyword Tool shows that the average cost per click (CPC) is going to be approximately $5 for relevant terms.
Let's say you have a budget of $1,500 per month – based on the average cost-per-click, that would buy you 300 visits.
Here’s the breakdown:
- Average cost per click in Google Ads: $5
- Monthly Budget: $1,500
- Visits to your website: 300
Understand Your Conversion Rate
Next, we need to know how much traffic to your site is needed for your lead goals. Understanding your conversion rates requires some digging into your site’s Google Analytics and perhaps call tracking metrics if you have them. For conversions, we would be looking at how many people fill out your quote form or click to call divided by your total site traffic.
Let's say for this example, your website conversion rate is 10%.
Total website leads would be roughly 30 leads (10% * 300 website visitors)
If this hits your lead goal, great! If not, continue to test budget, keywords, and different ad campaigns.
Monitor and Optimize
A Google Ads campaign isn't a set-it-and-forget-it endeavor. Regularly monitor the performance of your ads and make data-driven adjustments. Google Ads provides valuable data on click-through rates (CTR), conversion rates, and ROI. Use this data to optimize your campaign for better results and cost-efficiency.
Talk with a Pro
If you find the world of Google Ads overwhelming, don't hesitate to seek help from professionals. Digital marketing agencies like Rotate Digital can provide valuable insights and assistance in setting an effective budget for your moving business.
Determining how much to spend on Google Ads for your moving business is a crucial decision that requires careful consideration. By defining your goals, knowing your market, considering your location, calculating customer lifetime value, starting with a test budget, and monitoring your campaign, you can develop a budget that works for your business.
Remember that Google Ads is a dynamic platform, and ongoing optimization is key to achieving the best results. With the right strategy, your Google Ads campaign can be a powerful tool for growing your moving business and reaching a wider audience!
Learn how SmartMoving can help you convert more of your Google Ads leads into customers. Schedule a demo.
