Create Google Ads for Snow Removal Businesses

Published on September 9, 2021

Use Google Ads for snow removal businesses to win clients fast, increase online presence, and expand reach.

Plus, Google Ads give your snow removal business:

  • Fast results (no waiting to rank on Google)
  • Trackable data (know your ROI and how much you’re spending)
  • Google’s preference (ad space is higher priority than organic results)
  • Leads are actively searching for a solution to a problem they want solved

Since leads are actively seeking for a solution to their problem using your keyword, Google Ads differ from social media (where leads aren’t necessarily seeking a solution).

In turn, with social media, since you’re intruding on your leads’ newsfeeds, you have to do the extra legwork in convincing them they have a problem and you are the solution.

Whereas, with Google Ads, this extra step is avoided altogether.

While social media ads have the potential to be highly effective, Google Ads tend to be even more fast effective because you’re targeting more qualified leads.

However, Google Ads tend to be more expensive and challenging to navigate due to the additional setup.

For these reasons, many snow removal business owners don’t maximize its full potential because they’re intimidated by Google Ads.

Use this ultimate guide to Google Ads for snow removal businesses to simplify the process, maximize your spending, and ease your fears today!

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1. Choose Specific Areas to Target

Unlike the typical brick-and-mortar business, the snow removal business is different because you’re going to clients (rather than them coming to you).

In turn, it’s essential to choose specific areas to target, since you’ll need to know which areas or neighborhoods you’d like to win.

Though, keep in mind, the higher population in the area, the faster you’ll see results. Then, you’ll use these results to discover what Google Ads strategies are and aren’t working.

Also, it’s important to note that higher populated areas typically have high competition, which means ads likely will have increased cost.

If possible, try to choose an area with the perfect balance of high population and low competition.

Whenever possible, it’s important to avoid targeting low population areas, since results will take longer. Also, you won’t have as much insight, which means you can’t optimize ads as quickly.

2. Set Your Google Ads Spend Budget

Until getting a handle on Google Ads, it’s a good idea to be careful when setting your Google Ads Spend.

When you become more of a Google Ads pro, then you can set your official Google Ads Spend budget for new lead conversions.

Even though it’s important to remain within the budget, keep in mind that you can’t run Google Ads for $5 a day like you can with Facebook Ads.

Since you’re interacting with leads actively seeking a solution, ads are going to cost more for these higher qualified leads.

It’s important to find the perfect harmony between not overspending and spending just enough to see a decent ROI (return on investment).

On average, many field service businesses spend anywhere between $40-90 per click. Even though that number can fluctuate, to do Google Ads their justice, you’ll need to budget for a minimum cost between $750-1,000+ per month.

3. Implement a Lead Followup Process

Before leads begin funneling in from Google Ads, you’ll have to implement a lead followup process so that no leads are missed and slip through the cracks.

For instance, depending on your website CTA (call to action), if you have clients call for an estimate, then someone like an office assistant needs to answer the phone for the estimate.

Also, did you know you can complete estimates over the phone using Service Autopilot?

Using Service Autopilot’s Smart Maps, you can view and measure properties online and give instant phone estimates.

Also, you can use Service Autopilot estimate templates to create and send estimates in 5 minutes or less.

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4. Know the Basics of Google Ads

If you’re new to Google Ads, then it’s important to know the basics to understand how it works.

Take a look at this basic Google Ads crash course:

Match Types

The symbols located by the search terms are keyword match types that Google uses to determine when Google Ads will appear.

Here’s a brief breakdown of each match type:

Broad Match Modified

Keyword: +snow removal +dallas

Broad match modified tells Google to only show ads when “snow removal” and “dallas” appear in the search term.

This means your Google Ads will show when these keywords (or something close to it) are somewhere in the search term.

Broad Match

Keyword: snow removal dallas

Blank keywords without a symbol are broad match keywords, which means ads will appear whenever anything related to snow removal in Dallas is searched.

Since the broad match type randomly shows ads to anyone even remotely searching for anything related to the search term, you’ll only be able to create 4 ads.

For these reasons, I don’t recommend using this match type.

Broad match ads tend to take away from the message you’re trying to send, which makes the ad quickly become diluted.

However, if you decide to do this type of ad, keep in mind you’ll likely see a decrease in overall performance and CTR’s (Click Through Rates).

Phrase Match

Keyword: “snow removal”

A phrase match type is when Google Ads are shown so long as the phrase is listed in order. However, additional words can be added before and after the phrase.

While there can be slight variations in phrase match, it’s not as extreme as broad match modified.

Exact Match

Keyword: [snow removal in dallas]

In an exact match type ads only appear when the exact phrase is searched. However, Google has made some exceptions to this recently in allowing slight variations.

For instance, if you were to choose the same phrase as the example above, then your ads would still appear if someone searched, “snow removal dallas” or “snow removal by dallas.”

The Main Goal of Google Ads

In order to avoid targeting the wrong audience, your main goal of Google Ads is to choose primary keywords and write ads specific to the main audience.

In turn, it’s a good idea to only use broad match modified, phrase match, and exact match to get the best outcome.

5. Define Your Area and Services

Create a list of the snow removal services you offer, and then choose which ones to promote in Google.

Next, list the subcategories to those services.

For example:

Then, list the services you don’t offer. Later, this helps in defining negative keywords where you don’t want ads to appear.

For example, if you don’t offer ice removal, then you don’t want your ad appearing in a search relating to that service.

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6. Choose Your Main Keywords

First, use Google’s search engine to conduct keyword research.

Type your services into Google and take a look at the dropdown menu of Google’s auto-suggest of related keyword searches.

Use these related keywords to test which ones are least and most effective. Plus, this method works for finding negative keywords.

Next, create a Google Ads account so you can access Google Keyword Planner.

This free planner will help to research keywords specific to your area to find volume, competition, ads spend, and more.

Also, Google Keyword Planner will give alternate keyword suggestions to further aid in keyword research.

Although, keep in mind that because your ads are on a local level with a smaller population, don’t pay too close attention to keyword volume.

You should be mostly concerned with keyword categories to help categorize keywords into groups for ad creation.

Next, test to find out if any keywords are outperforming the rest.

Pro Tip! As a general rule of thumb, it’s a good idea not to take service intent into consideration.

In other words, you should be using keywords that show a lead is actively looking to hire someone for your services.

For example:

  • Snow removal services
  • Snow removal business
  • Snow removal business near me

7. Use Your Account Structure to Make Spending Go Farther

Optimize and increase your performance by properly managing and organizing your account.

In other words, create high level categories of your services and make each of them their own Google Ads campaign.

Next, split up each of these high level categories with keywords split into different ad groups.

Also, if you want to take it a step further, break these categories up by match types too. In turn, this helps with testing to see what’s performing the best.

Then, create ads for those specific keywords and include it in the search term.

When you include the search term in your Google Ads, you’ll have the power to increase your relevancy to leads. In turn, this helps increase CTR’s and lower CPC’s (Costs Per Click).

BONUS: Split Up Your Campaigns By Location

Split up your campaigns by location using radius targeting.

While you don’t have to break up every city like this, splitting campaigns by granularization helps build data in your account. As a result, you’ll be able to see where your conversions are originating.

In contrast, you’ll also be able to see where you’re receiving a lot of clicks with low conversion rates.

Keep in mind, if you don’t split up your campaigns by location, then you can’t separately view these two factors.

Plus, after a year or two of running Google Ads in this way, you can turn off ads in specific areas while increasing bids in others.

In turn, this is one of the best ways to optimize your ads spend.

By the way, you can do this with your ads schedule too.

Break out your Google Ads times into smaller increments and days to see where you’re getting the best results, and then optimize.

8. Decide Where You’ll Send Campaign Traffic

Decide where you’ll send campaign traffic - your website or a landing page.

Please note, since it’ll save additional time and money, it’s okay if you just want to send traffic to your homepage.

Though, before choosing to send traffic to your homepage, be sure your website is professional-looking and is mobile and desktop friendly.

In addition, it’s important to ensure there’s a clear CTA (Call To Action) on your homepage.

The CTA doesn’t have to be complex either. It can be as simple as “Call 123-456-7899” or “Fill out the form for a free estimate.”

Also, remember that even though a great website design is nice, don’t overly obsess over it. After all, the most important goal is to tell leads what they want to know and what to do next.

Keep in mind, the primary difference between a landing page and a homepage is that a landing page doesn’t have a navigation bar. There’s simply one CTA with zero distractions.

For these reasons, some businesses opt to create a hybrid between a landing page and a homepage using a clickable navigation bar.

In turn, your homepage won’t be too distracting with a navigation bar. However, you’ll still have the ability to drive traffic where necessary.

BONUS: Conduct Competitor Research

It’s a good idea to do a little research and find out where your competitors are sending their campaign traffic.

Use this brief competitor analysis to spark ideas on creating better ads.

Speaking of taking a sneak peak of your competitors' Google Ads, remember earlier when we talked about how ads for services businesses can range from $40-90 per click?

While it might be tempting, it’s important not to charge your competitors for your clicks. After all, it’s EXPENSIVE.

The best way to avoid charging competitors for your click is by right-clicking on the hyperlink, click “copy link address,” and open in a new tab.

Even though you hurt competitors by charging them for your clicks, remember that they can do the same thing to you too.

Remember, you can blacklist IP addresses. However, it’s easier to be polite in not charging them for your research… especially since you wouldn’t want them doing it back to you in retaliation.

By the way, don’t forget to look at where Thumbtack and HomeAdvisor are sending Google Ads campaign traffic.

In turn, you’ll be able to spark new ideas to implement into your page based on what’s working for them.

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9. Quickly Become a Copywriting Pro

One of the best ways to quickly become a copywriting pro is to anticipate your target audience’s needs.

In other words, it’s important to know what the audience is thinking, feeling, and looking for when viewing your page and Google Ads.

To get inside the audience mindset, look at local 2-4-star reviews for snow removal businesses (including your own reviews).

Typically, 2-4-star reviews are more objective and less emotional. Alternatively, 1 and 5-star reviews tend to be less objective and more emotional (sometimes, even fake).

As you read reviews, read in between the lines and consider their concerns. In other words, what are they really saying?

For example, when a client says, “I didn’t like XYZ,” what they’re really saying is, “I really value XYZ.”

Then, think about how you can set your snow removal business apart from the competition.

For example, if a client says they don’t like how your competitor didn’t follow up on their estimate and that it makes them feel unimportant.

In turn, you can win more clients by quickly following up on estimates and in taking the time to make clients feel appreciated and valued.

Also, don’t forget to include this initiative in your CTA to get more clicks. For example, “Call XXX-XXX-XXXX for fast, free estimates in less than 5 minutes!”

Speaking of fast estimates, impress clients and beat the competition using Service Autopilot’s estimate templates to create estimates in less than 5 minutes using Smart Maps.


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10. Use Negative Keywords to Only Pay for Good Clicks

Even though not many snow removal businesses use negative keywords, it’s important to take advantage of it so you save money by only paying for good clicks.

Like we briefly discussed earlier about negative keywords, the concept here is simple. For example, you don’t want your Google Ads appearing in job related or hiring searches.

Also, if you have a small Google Ads Spend budget, then you’ll want to add competitors as negative keywords as well.

Though, with a higher ads budget, targeting the competition’s keywords can be potentially lucrative in converting leads that are searching for competitors.

However, it’s a gamble you don’t want to take with a small budget where it’s important to maximize every last dollar.

11. Find What Works Best By Split Testing Google Ads

Find what works best by split testing Google Ads. Simply change one variable between Google Ads to see which more performs the best.

For example, create two identical Google Ads with two different headlines (the one changed variable). Then, see which headline outperforms the other.

Keep in mind, in order to conduct a proper split test, it’s VITAL you only change ONE VARIABLE.

After all, the main goal of split testing is to directly relate a certain variable to a specific outcome.

And so, when you change more than one variable, you don’t know which variable caused what outcome.

12. Get Better Bids Using Multiple Google Ads Formats

Google gives better bids when you use multiple Google Ads formats. As a result, you’ll save money and Google will place the ad higher in the search results.

Plus, since adding multiple formats makes the ad bigger, you’ll likely get higher CTR’s.

Here are two Google Ads formats for you to try… 

  • Call extensions
    • Enables visitors to call directly from the ad.
  • Local extensions
    • Even though it’s not necessarily important for the snow industry, it shows your business on the map with a call button and promoted pin.

13. Measure Google Ads Performance With Conversion Tracking

Whatever is being measured needs to be managed.

In other words, if you don’t have conversion tracking set up, then you can’t measure performance. If this is the case, then you shouldn’t be running Google Ads.

Here are a few types of conversion tracking that are important to measure:

  • Phone call
  • Form submission
  • Call extension phone call
  • Clicks on the CTA call button

Also, you can use a call tracking software for recording and tracking calls.

When you replay these calls, you’ll be able to improve the sales process and measure the quality of leads being funneling from Google Ads.

Next, if you’re using snow removal CRM (customer relationship management) software like Service Autopilot, you can save their information (e.g. name, address, phone number, and email) for future marketing efforts. In addition, you’ll be able to tag them with Google AdWords.

Then, you can export your Google Ads leads to calculate how much revenue is being generated. Calculate this by the leads and clients acquired by the total amount spent for that month.

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14. Analyze Google Ads Results

Even though Google Ads have the potential to generate immediate results, it’ll likely take several months before you gather enough data to significantly optimize the ads.

Due to the fact that you’re releasing ads on a local level, there’s not as much data to gather. As a result, it’ll take a while before you’ll gather enough data to significantly improve campaigns.

Typically, it’s a good idea to run a Google Ads campaign of this level for 6 months to gather enough data to calculate CPL (cost per lead) and spot trends.

Once the ad has been running a few months, ideally you want to see the costs per conversion decrease while the conversion rate remains steady.

Typically, the longer an ad is run, the more data that’s gathered for improving the ad.

Win Clients Fast Using the Best Strategies to Google Ads for Snow Removal Businesses

Beat competition and win clients fast using the best strategies to Google Ads for snow removal businesses, which are provided in this ultimate guide.

Even though Google Ads might seem overwhelming at first, this guide will simplify the process to help you create the best Google Ads for snow removal businesses.

Finally, you have all you need to use this ultimate guide to Google Ads for snow removal business to quickly win clients and grow your business fast!

Related: Snow Marketing: The Complete Guide

Originally published Sept 9, 2021 7:00 AM

Alyssa Sanders

Alyssa is the Team Lead of Creative Marketing at Xplor Field Services. When she's not writing or creating content, you can find her watching a new sci-fi series or shoving her nose into a book.

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