Google Ads for a roofing company in Ireland
From broad match spend to tightly themed exact and phrase campaigns.
The situation
An Irish roofing company was running a Google Ads campaign built on broad match keywords. Broad match showed the ads for loosely related searches, so part of the budget went on clicks that were never going to become roofing jobs.
What we changed
- Replaced the broad match campaign with a new Search campaign on exact and phrase match keywords for roof repair, replacement, flat roofs and gutters
- Wrote responsive search ads aimed at Excellent ad strength, with call, sitelink and callout assets
- Added negative keywords for DIY, jobs and materials searches
- Set up call and form conversion tracking so bids follow real enquiries
- Kept the Google Business Profile and Local Services Ads aligned with the same services and areas
Once the client approved the new campaign it went live and the old broad match campaign was removed.
A second example: corporate transport in Singapore
For a shuttle company in Singapore we built a campaign around corporate and tourist transport, reusing a proven airport and maxicab keyword list but rewriting every headline for business buyers. At the client's request school transport stayed on the website but out of the ads.
Roof Repairs in Your Area | Fast Call-Outs, Free Quotes
Leaks, slipped tiles and storm damage fixed by local, insured roofers. Call now for a same-week visit.
| Ad group theme | Match types |
|---|---|
| Roof repair | [exact], "phrase" |
| Roof replacement | [exact], "phrase" |
| Flat roofing | [exact], "phrase" |
| Gutters & fascia | [exact], "phrase" |
Sample ad and structure for illustration. The business name and URL are placeholders.
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