Getting leads can be challenging, and sometimes, potential customers don’t convert right away. That’s where remarketing comes in. Remarketing allows plumbing businesses to re-engage with people who have already shown interest in their services, keeping your brand top of mind and increasing the chances of converting those lost leads into paying customers.
By using remarketing strategies effectively, you can reach potential customers who visited your website or interacted with your content but didn’t take action. This blog will explore what remarketing is, how it works, and how plumbers can use it to capture lost leads.
What Is Remarketing?
Remarketing, also known as retargeting, is an online advertising strategy where you target ads at people who have previously visited your website or interacted with your brand online but didn’t complete a desired action. For plumbing businesses, this could mean someone who visited your website to check out your services but didn’t schedule an appointment, request a quote, or call your office.
These potential customers are often valuable because they’ve already shown an interest in your services. Remarketing gives you a second (or third) chance to remind them about your business and guide them toward converting.
Why Remarketing Works
Remarketing works because it targets people who are already familiar with your brand. They’ve been to your website or have interacted with your ads, which means they’re more likely to convert than someone who has never heard of your plumbing business. Remarketing helps to:
- Keep Your Business Top of Mind: Most people don’t book a plumber on their first visit to your website. They may be researching their options or comparing services. Remarketing allows you to stay in front of them while they’re still in the decision-making process.
- Increase Conversion Rates: According to studies, remarketing ads can increase conversion rates by 50-60% compared to standard ads. This is because you’re targeting people who are already familiar with your business.
- Improve ROI: By focusing on people who have already shown interest in your services, you’re more likely to see a return on your advertising spend.
How Remarketing Works
Remarketing works by using cookies or tracking pixels to follow users who have visited your website and display your ads to them on other websites they visit or through social media platforms. When a visitor leaves your site without taking any action, a small snippet of code (called a pixel) tracks their online activity and displays your ads on their devices.
Popular Platforms for Remarketing:
- Google Ads: Google Ads allows you to retarget visitors across millions of websites through the Google Display Network.
- Facebook and Instagram: You can set up retargeting campaigns on Facebook and Instagram, displaying ads to users who have interacted with your brand on social media or visited your website.
- YouTube: You can also retarget users with video ads on YouTube, reminding them of your plumbing services.
Key Strategies for Effective Remarketing Campaigns
Here are some practical steps to effectively use remarketing to capture lost leads for your plumbing business:
1. Segment Your Audience
Not all website visitors are the same, and your remarketing campaigns should reflect that. One of the best ways to get more conversions is by segmenting your audience based on their actions on your site.
For example:
- People Who Visited Your Service Pages: These users are likely looking for specific services like drain cleaning or water heater installation. Serve them ads highlighting those services, including any seasonal promotions or discounts.
- People Who Abandoned the Booking Process: If a user started scheduling an appointment but didn’t complete it, you could create ads with a friendly reminder to finish booking or a special offer for first-time customers.
- Returning Visitors: For people who have visited your site multiple times without converting, showing testimonials or case studies may help build trust and push them to act.
By tailoring your message to the user’s behavior, you can create ads that are more relevant and increase the likelihood of a conversion.
2. Use Engaging Visuals
Remarketing ads need to grab attention, especially since people who see them may already be familiar with your brand. Use visuals that stand out while keeping your message simple and clear. A photo of your team, service in action, or even an image of a satisfied customer can go a long way in building credibility.
When using display ads, make sure your ads are mobile-friendly since a significant portion of internet traffic now comes from mobile devices.
3. Create Multiple Ad Variations
Not all potential customers are at the same stage of the buying journey, so creating multiple ad variations can help you reach them effectively.
For instance, you can run one set of ads encouraging visitors to “Schedule a Service Today” and another set offering a special discount to “Get $50 Off Your First Plumbing Job.” This way, you’re targeting both those who are still thinking and those who are ready to convert but may need a final nudge.
Remember to test different ad copy, visuals, and calls-to-action (CTAs) to see which variations perform best.
4. Include Strong Calls-to-Action
A clear and compelling call-to-action (CTA) is essential in remarketing ads. Whether it’s “Schedule a Free Consultation” or “Call Us Now for Fast Plumbing Service,” the CTA should make it easy for the user to take the next step.
Make your CTA stand out by using bold fonts or contrasting colors, and be specific about what the user will get by clicking. For instance, instead of a generic “Learn More,” you can use “Book a Free Plumbing Inspection Today!”
5. Use Dynamic Remarketing for Personalized Ads
Dynamic remarketing takes things a step further by showing personalized ads to users based on the exact services they viewed on your website. For example, if someone looked at your drain cleaning services, you can serve them ads highlighting that specific service rather than a general plumbing ad.
This type of remarketing helps create a more personalized experience, making users feel like you understand their needs and increasing the chances they’ll come back to your site and convert.
6. Set a Frequency Cap
While it’s important to stay visible, you don’t want to bombard users with too many ads. Setting a frequency cap limits the number of times your ads are shown to the same person. This helps avoid ad fatigue, where users become annoyed with seeing the same ads repeatedly and may start ignoring them.
A good rule of thumb is to show your remarketing ads around 7-10 times over some time, giving users enough exposure without overwhelming them.
Track and Measure Campaign Success
As with any marketing strategy, it’s essential to track the performance of your remarketing campaigns. Google Ads, Facebook, and other platforms provide analytics that allows you to monitor clicks, conversions, and return on ad spend (ROAS).
Look for key performance indicators (KPIs) such as:
- Click-Through Rate (CTR): How many people clicked on your remarketing ads.
- Conversion Rate: The percentage of users who clicked on your ad and took a desired action, like scheduling a service.
- Cost Per Conversion: How much you spent on ads to generate each new customer.
Regularly reviewing your campaign data will help you identify what’s working and where improvements can be made, ensuring your remarketing efforts continue to bring in valuable leads.
Ready to capture more plumbing leads and turn them into customers? Contractor 20/20 can help you create effective remarketing campaigns that convert. Call us today at (607) 770-8933 to get started!
Mahfuz Alam
Mahfuz Alam brings over 12 years of expertise in digital marketing within the home service industry, specializing in areas such as plumbing, HVAC, roofing, and electrical services. As a seasoned professional, Mahfuz has honed his skills in crafting effective digital marketing strategies tailored specifically to the unique needs of home service businesses. His comprehensive understanding of industry trends, coupled with his hands-on experience, allows him to navigate the ever-evolving digital landscape with precision. Mahfuz is dedicated to helping home service professionals thrive in the digital realm, driving growth, visibility, and success for their businesses. Through his insightful strategies and unwavering commitment to excellence, Mahfuz continues to make a significant impact in the home service industry, empowering businesses to reach new heights of success in the digital age.