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PPC Case Study

Waypoint Property Inspection

With so many companies in such small proximity, all of which are trying to reach the same target audience, sometimes organic search results are not enough to impact your business website traffic. That’s where Google, Yelp, and Bing pay-per-click advertising comes to the rescue.

With over 2,300 Google reviews, Waypoint Property Inspection is a great candidate for paid advertising. This is because once a prospect clicks on their Google search or local ad, they are diverted to a custom-built landing page for their ad. Customers see their nearly 5-star rating and pristine web design and are likely to convert.

In addition, Waypoint utilizes Wolfpack’s lead-tracking software to be able to identify their exact return on investment from these paid ads. Spoiler alert…they have made thousands from PPC ads!

Frequently Asked Questions

What is pay per click (PPC)?

Pay-per-click is an advertising method in which the advertising platform charges advertisers on a per-click basis. We help small businesses manage their pay per click campaigns by setting up campaigns, performing optimizations, and helping monitor results.

Why is pay per click important?

Pay-per-click (PPC) advertising is important because a business pays for every click compared to a fixed cost or paying for impressions (views). The most popular PPC platform is Google Ads where businesses can easily control their spending, ad copy, and ad targeting. This makes Google Ads highly scalable and easy to track return on investment.

How does PPC work?

PPC is a digital marketing service where you pay for visits to your site. Paid advertisements and ad campaigns are placed on either search engines or other websites. When someone clicks on that ad, your company pays the search engine a small fee. For example, if you have to pay $3 for a click, but end up making a $300 sale, you have made quite a profit.

We also pay attention to keywords because this is what PPC is built around. Keeping track of these keywords helps us see which ones are highly relevant, and this information is used to to try and draw customers to your site.

How much does PPC management cost?

PPC management pricing can vary and agencies can charge differently. Some agencies might invoice a fixed rate based on advertising budgets and campaign size. Other agencies might invoice based on performance or a percentage of ad spend. We charge businesses a fixed rate based on the campaign and budget. Average monthly costs for PPC management services can be $250 – $1,500 a month.

What platforms should I advertise on?

Performance on advertising platforms can vary. Generally, most home service companies advertise on Google, Bing, & Yelp. Google advertising tends to be the most consistent return on investment. However, we have seen high ROI with Yelp advertising with some businesses. Bing tends to be a great choice for companies looking to get the most impressions and with large budgets as their ROI is usually lower on average.

If you are thinking about advertising on Yelp, we recommend having a high rating in your area first. Yelp users are conscious of businesses’ online reviews, so you could get a lower return if your Yelp reviews are on the lower end.

Google Guaranteed ads are also highly effective for businesses with high reviews. Lower returns can be expected for businesses with lower reviews overall and a lower rating compared to similar businesses.

Bing advertising uses Facebook reviews as their source of online reviews. Facebook reviews should also be a focus for businesses to showcase happy customers and previous work.

Read more about obtaining online reviews.

How much should I budget for my pay per click campaigns?

We recommend starting with at least $500/month per advertising platform. It’s important to keep in mind as you scale your spending, your leads also scale. However, there does come a point of less return. Working collaboratively with your PPC management agency to understand what your max budget should be is important.

Businesses should also think about their cost per acquisition cost when thinking about a monthly budget. For instance, if your cost per acquisition is $100, you can expect 5 jobs from a $500/month budget. Cost per acquisition varies by platform and by industry.

Lastly, businesses should expect to pay 1 – 2 months of their budget plus their management fee until getting a return on ad spend. Most companies we work with tend to show high ROI after 3 months of advertising.

How to get the most ROI for your PPC campaigns?

To get the best ROI out of your PPC campaigns, you should work collaboratively with your PPC agency. The businesses that get the highest returns on ad spend are usually with agencies for at least 6 months. Moreover, companies have processes for catching leads, following up with leads, and converting leads.

We recommend having an easy process for your office to manage incoming leads and follow up with leads from ads. The process should include answering every call, offering an instant quote or estimate, and following up with leads multiple times via call, email, SMS, and voicemail. Businesses should not be afraid to price-match services in order to obtain a job from PPC services. This helps increase ROI, as well as, is a chance to earn a review as well as a new referral.

We don't like to brag, but we're changing the game

“Spoke to Aaron on the phone about SEO & Websites. Very knowledgeable and helpful. Thank you again!”

Joe BurkeBurke Inspections

“Great group of guys. I could learn a lot from them.”

Doug JohnsonInspect Mobile

“We could not have asked for a better experience! Wanting to give our small business website an overhaul we hired WolfPack Advising. We are so glad we did!”

Jacqueline HeltonDown Home Inspections

We are a trusted Google Ads Partner. Connect with us on your pay per click management needs to get fully optimized lead generation ads.