Regional service provider companies, like HVAC, plumbers, pest control, landscapers, etc., with multiple service areas, shifting seasonal demand, and competition from other local brands, can quickly become complex and costly to manage if paid search campaigns aren’t properly structured and optimized. Managing paid search campaigns for companies like these requires a strategic approach.
6 Ways to Structure and Manage Regional PPC Campaigns
A well-organized campaign structure is the foundation of any successful paid search strategy for regional service providers.
1. Campaign Segmentation by Service and Location
One of the most effective approaches is to build campaigns by service type and/or by location and service type. This segmentation provides flexibility in both budgeting and campaign goals, with the ability to scale profitable service lines independently rather than blending all performance data into one campaign.
This approach also makes seasonal management much easier. By structuring campaigns around specific services, you can shift budgets accordingly as demand changes throughout the year. It ensures year-round relevance and faster adaptability to changing weather conditions, regional trends, and customer needs. Additionally, this structure simplifies reporting, making it easier to justify spend.
2. Accurate Conversion Tracking
Another element to consider when setting up your campaigns is accurate conversion tracking. Regional service providers should consider tracking both form fills and phone calls, and weigh them appropriately based on lead quality and conversion rates. When available, implementing offline conversion tracking provides a more complete view by connecting online lead sources to actual booked revenue.
3. Geo-Targeting for Specific Service Areas
It is also most efficient to set up the campaigns to target the provider’s service regions. Geo-targeting ensures ad spend is focused only within the provider’s actual service areas. This prevents wasted clicks from customers outside your reach. In addition, pairing geo-targeting with location extensions and a verified Google Business Profile (GMB) amplifies local visibility.
4. Leverage Multiple Campaign Types
When managing paid search for regional service providers, it’s important not to rely on a single campaign type. Each format serves a unique purpose and audience. Search campaigns capture high-intent users actively looking for your services, while Performance Max campaigns expand reach across multiple channels like YouTube, Display, and Discover. Local Services Ads (LSAs), on the other hand, help businesses appear prominently in local search results and can drive valuable leads directly through phone calls or message requests. Using a blend of these campaign types ensures your client maintains comprehensive visibility. To make these campaigns unique to the provider, take full advantage of the client’s creative assets by incorporating real photos, short videos, and authentic customer testimonials wherever possible.
5. Incorporate Promotions and Seasonal Offers
Additionally, promotional offers are a proven way to capture attention and encourage conversions. Whether it’s a limited-time special, a seasonal rebate, or a discount on services, featuring these promotions in ad copy and extensions can create a sense of urgency and drive immediate action. Aligning these offers with seasonal peaks can further enhance performance and maintain a consistent lead flow throughout the year.
6. Take Advantage of Competitor Campaigns
Lastly, competitor campaigns can be an effective way to capture local searchers who are already in-market and comparing providers. Ensure the ad copy emphasizes your client’s unique selling points and highlights valuable, competitive promotions to capture the user.
Winning with Structure, Strategy, and Adaptability
Managing paid search campaigns for regional service providers is all about structure, strategy, and adaptability. Each of these elements plays a critical role in ensuring your campaigns perform efficiently and deliver measurable results. A thoughtful paid search strategy and management allow regional service providers to stay competitive and maintain steady lead flow, despite seasonal changes.
