We kicked things off by researching what the search volumes are for handymen services within the catchment in which Fix & Build operate (Bay of Plenty). We do this prior to signing on the client to ensure that there is a big enough market to capitalise on. We found that a substantial number of users were actively searching for handymen services. 

Knowing that there was definitely a market for it, we ran extensive keyword research. Using “handyman” as the pivotal phrase, we researched a range of terminology that all links directly back to the handyman service. From this, we were able to find hundreds of different search phrases all relevant to Fix & Build’s service offerings. 

We then moved into campaign set up. We refined our keyword lists and segmented them into their own specific campaigns, ad groups and ads. We created a mixture of different ad types with many variations of text. Creating a good number of ad creatives allows us to split test different ad formats, headlines and text copy, finding out which resonates best with the user. Once we collect this data, we can start to refine our adverts and optimise the entire account.

On top of the Google Ads side of the marketing, we also created and split tested our own landing pages for the client. Using there website as a base, we configured multiple landing pages and tested them all to see which page converted a user at a higher percentage! This in turn improves the quality score of the Google Ads, improving the positioning and lowering the cost per click.