Google Ads For Gardeners

Are you already running Google Ads for your gardeners business, or are you considering setting up an account?

Google Ads allows you to set up very targeted campaign, as you only have to show your ad when people are actively searching for your service. This reduces unnecessary marketing spend and makes it more likely that people will contact you.

This ultimate Google Ads guide for gardeners will give you tips to help you get more leads for your landscape architect business.

Introduction to Google Ads for gardeners

First, let’s start with a quick introduction to Google Ads.

Google Ads is Google’s pay per click (PPC) advertising platform, formerly known as Google AdWords. By using Google Ads you can reach potential customers on Google Search and the Google Display Network.

PPC stands for Pay-Per-Click. It is an online advertising model that lets advertisers pay only when an ad is clicked. Google Ads is one of the most common platforms that use the PPC method. However, many other online advertising platforms are using the same method.

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How can Google Ads help your gardener business?

Google Ads uses a disguised auction model.

Each advertiser can put in a bid on how much they are maximum willing to pay for a click on a particular keyword. Based on a complicated algorithm (which takes into account multiple factors like the bid and relevancy) Google decides the ad ranking of each advertiser.

So this is how the process works: 1) A potential client visits Google to search for a local gardener business. 2) Your ad is shown on Google and they click to visit your website. 3) They follow the steps on your website and become a client. Sounds easy right? Well, that’s how it works in a nutshell. In real life, it works a little bit more complicated than that.

So, let’s dig into some tips to make sure you get more results out of your campaign.

Structure your Google Ads account in the right way

When it comes to your Google Ads account, think of it as a folder structure. Your keywords and ads are the foundation of your campaign, but the way you organize them in your campaigns and ad groups can help you optimize your campaigns in the future.

There is no limit to the number of ad groups and campaigns you can add, so make sure to create plenty. This will allow you to write more relevant ad copies for each ad group and gain more control over when Google triggers your keywords, resulting in a win-win situation.

Use a lot of gardener related keywords

Crafting a successful keyword list is essential for your campaigns. To ensure your keywords are performing optimally, the structure of your account should be built around them.

For more information on how to create a powerful keyword list, check out our article. But here’s the gist:

Make sure to add as many relevant keywords to each ad group, including plurals, different match types, and even misspellings.

Google Ads’ Keyword Tool is a great resource to use when building your keyword list.

Tracking your conversions

Before launching your PPC campaigns, make sure you set up conversion tracking to monitor leads and sales. This is the most important data to use when optimising your campaigns, as it allows you to track all of your results, such as impressions, clicks, spend, and conversions. All other data is automatically pulled into the dashboard.

Use negative keywords for your gardener business

Negative keywords will prevent your ad from being triggered. It’s very important that you build a large negative keyword list, especially if you’re using a lot of broad match and phrase match keywords.

By adding this as a negative keyword list to your campaigns, people who include this in their search query won’t see your ad.

This will help you focus on clicks that will give you actual potential customers.

Embrace that you’re a local gardener business

You probably don’t have a marketing budget like some of the “big guys”, so you’ll have to be smart. By emphasising the fact that you’re a local business you can beat them on your turf.

Nobody knows your area as well as you.

So make your ad copies and keyword list as local and specific as you can. Mention the suburbs you serve in your headlines, description lines and even your ad extensions!

No big company with a fancy office in the CBD will be able to compete with this.

Use geo-targeting

Don’t waste any of your budget on people that are located outside your service area. Google Ads gives you the option to target very specific locations.

You can either use radius targeting (where you draw a circle around your business address), put in each of the suburbs individually, or use postcodes for this. It depends on your business which option you want to use.

Track phone call leads

Getting conversion data in your campaigns is critical to understanding what is working. You can use this data to optimise your campaigns going forward.

If phone calls are important for your business you can set up phone call tracking within Google Ads. This will allow you to see which keywords and ads are giving you leads.

Australia is one of the countries in which Google offers call-forwarding numbers.

By adding an extra piece of code to your site, Google will swap the phone number that is displayed on your site to a Google forwarding number for all Google Ads visitors. Once potential customers call this number it will instantly be forwarded to your original phone number.

Additionally, you can also set up a call extension to show a phone number directly in the ad.

Focus on highly relevant gardener keywords

Now, forget about the generic keywords that first come to mind. These keywords often get more impressions and clicks. However, the conversion rate of these keywords is often low. Also, there are more competitors which means a higher cost per click. Keywords like ‘gardeners’ are typically too generic.

It’s better to focus on the long-tail keywords. These keywords will get typed into Google less often. However, they tend to attract better quality visitors. Which means a higher conversion rate on your site. For example ‘gardener business manly’ is far more targeted.

Build a dedicated PPC landing page for your gardener business

Even if your site looks great, you might want to consider building a PPC dedicated landing page.

As you will be paying quite a bit for a click, you want to make sure your conversion rate is as high as possible.

This means you want to build a landing page that is focused on one goal: generating leads.

It’s fine if people want to browse around your site, however they can do this once they gave you their details as well.

An ideal landing page would have a relevant headline and sub-headline, a short contact form with call-to-action and some basic details about your product or service. This should contain unique selling points (USP’s), testimonials, a short description of how it works etc.

Use the less-is-more principle for these pages. The more information you add, the bigger the change that people don’t fill in the form.

Add ad extensions

Ad extensions are free. They will give your ad more real estate in the search engine. This will increase the likelihood of people clicking your ad.

Maybe not all ad extensions are applicable to your business. However, ad extensions like the sitelinks extensions and callout extensions will be useful for every business.

Ad extensions will also have a positive impact on your campaign’s Quality Score, so it’s really a no-brainer to add them to your campaigns.

Test your ad copies

Testing and optimising bits and pieces of your PPC campaign is the backbone for success.

Your ad is often the only thing from your PPC account that’s visible to the customer, and a great starting point to start A/B testing and optimising your campaign.

Ad testing is an ongoing process. Make sure you’re not just testing, but also improving your campaigns. If you keep testing 2 totally different ads you’re just testing.

Ideally, you keep the best performing parts of your ad and start testing smaller components of your ad instead. You can start with testing 2 completely different ads for a while and, once you have your best-performing, move into testing smaller parts of your ads.

Want more revenue for your gardener business?

My name is Jeroen and I’m the founder of Vazooky Digital, a Google Ads agency in Sydney, Australia. Running Google Ads campaigns for my clients is what I do for a living.

If you need help with your Google Ads campaign, feel free to reach out.

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By Jeroen

Having worked as a PPC freelancer for many years, Jeroen helps businesses to get more results out of their online advertising budgets.

He is the founder of Vazooky Digital, a Google Ads agency in Sydney, Australia.

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