At the time this article was written, Google Ads offers eight different types of ads: Search, Display, Video, Shopping, App, Discovery, Performance Max, and Smart Campaigns. This does not include Google Local Services Ads that have a separate hub.
New, and even experienced, users of the platform can find this extremely confusing. There are simply too many types of ads, and too many variables for each type, for a novice to tackle without a costly learning curve. Go ahead- use broad match keywords in a campaign without negative keywords- I dare you!
And don’t get me started on the free Google Ads support. Every three months a new script-reader with a name you can’t pronounce promises you better performance if you just make a few quick changes. They have one solution to every problem: increase your budget and you’ll get more traffic! That doesn’t mean you’ll get the traffic you’re looking for, or improve CTR and conversion rates- it usually just leads to Google Ads raking in more dough. What you want is your existing budget to provide a greater return.
In this article, we’ll discuss a ppc strategy with 3 types of Google Ads every roofing company should be running. Whether you’re looking to build brand awareness early in the buying process, build trust with video ads, or convert clicks into customers with targeted Search Ads, there is a Google Ads type for your business.
Google Search Ads
Google Search Ads are by far the most popular and cost-effective ads run by our roofing clients. They appear at the top of results at the exact moment homeowners are searching for your services. These leads tend to be high-intent and ready-to-hire, based on the keywords and phrases they use in the search query.
Search Ads run on a pay-per-click model, meaning you only pay when someone actually clicks on your ad. Many other platforms charge a comparable cost for views or impressions, which just aren’t as valuable as an actionable click.
You control:
- What keywords trigger your ad (broad, phrase, and exact matches)
- Which locations see your ads
- What days and times your ads show
- Who sees the ads based on audience targeting
- Ad headlines
- Ad descriptions
- Ad callouts
- Structured snippets
- Images that show with your ad
- Sitelinks to related pages that show under your ad
Google Video Ads
Google Video Ads position your brand in front of users who are watching videos on YouTube and across the Google Display Network. We recommend video ads to build brand awareness and familiarity because most homeowners don’t hire the first roofer they find, they hire the one they recognize and trust. Plus, with remarketing campaigns, we can serve ads specifically to people who have visited your site previously. This keeps your brand top-of-mind long after the initial research or comparison stage of the buying process.
Video ads run on a cost-per-view model, meaning you’re only charged when someone watches a meaningful portion of your ad. This keeps your budget limited to viewers who are actually paying attention, not just scrolling past.
Target buyers by:
- What keywords trigger your ad
- Demographics (age, gender, household income)
- In-market audiences (homeowners actively researching roofing, etc.)
- Life events
- Topics of interests of viewers
- Remarketing (users who previously visited your website)
Google Display Ads
Google Display Ads are web banners that appear on millions of websites and apps within the Google Display Network. They are displayed based on the user’s browser history, interests and online behaviors. You are only charged when someone clicks on your banner, so building brand awareness with views and impressions costs you nothing.
Display Ads serve two purposes for our roofing clients. First, they build brand awareness by targeting homeowners in your area with high-impact visual ads. Second, they are an effective remarketing tool, keeping your brand visible to homeowners that visited your website but haven’t called yet. That repeated exposure to the brand can be the driving force that results in a call for an estimate.
Targeting features include:
- Custom intent audiences (built from specific behaviors)
- In-market audiences (actively researching a purchase)
- Demographic targeting (age, gender, household income)
- Life events (buying a home, having a baby, just married)
- Remarketing (visitors who previously visited your website)
Choosing The Right Google Ads For Your Roofing Company
Running all three ad types together creates a full-funnel strategy that keeps your brand visible at every stage of the buying process. We encourage our clients to start with Search Ads to generate leads and revenue. Once they see a return on this initial investment, add a remarketing campaign with display ads to convert more of the audience. And when they have a budget for a professional video with promoting, add video ads to the mix.
As Google Ads evolve and improve, we should see AI-driven campaigns become serious contenders for a ‘must-have’ campaign type in the future. For now, we recommend ad copy and banners created by humans, for humans. If you’re looking for a human to manage your Google Ads or PPC advertising, don’t hesitate to schedule a consultation with one of our experts.
