Trade industries are some of the most competitive on Google, due to the high demand for these type of service. JMW needed a small piece of this market, targeting regions nearby to where they operated.
As with all clients, the first step is to carry out extensive keyword and competitor research. It is important not to just start with the obvious terminology (“electricians”), yet look into what people were specifically searching in these regions, at what times of year they were searching and what trends we could find with these search phrases. We also scored each of one of these keywords with the expected intent that the user would commit to a conversion.
From here, we built out and structured a completely new ad account for JMW Electrical, splitting out the account based on region and keyword funnel stage. This new account is continuously optimised to generate as much high converting traffic as possible and includes a range of text, responsive and dynamic ad formats.
