Episode #296: Paid Search Strategies for Home Builders – April Griffith

Ensure your paid search budget is at least $1,000 per month to see meaningful performance, adjusting based on market size and competition.

Tailor landing pages to specific search intents, ensuring they contain relevant content and clear calls to action, rather than sending all traffic to the homepage.

Avoid common mistakes like hiring a local agency without specific home building industry experience or relying heavily on Google's PMAX, which often yields irrelevant leads.

Be cautious when bidding on competitor names; it can lead to reciprocal bidding and may not generate high-converting leads.

If managing paid search in-house, ensure the person is experienced and stays updated on Google Ads changes; otherwise, consider a specialized agency with industry expertise.

Prioritize qualified leads, cost per lead, and cost per click as key metrics to measure campaign effectiveness, regularly testing and optimizing based on these insights.

Always maintain full access and ownership of your paid search account data, even if managed by an agency, to ensure transparency and control over your investment.