Industry Insights

After years of low borrowing costs and a sizzling-hot housing market, the record demand for home improvement services is slowing. Google Trends shows a waning interest in services like landscape design and construction. This post-pandemic drop coincides with higher borrowing costs, hot inflation and dwindling household savings. With fewer individuals seeking to renovate their homes, how can you connect with those who are still interested?

The key is understanding the customer journey.

Many businesses make the mistake of assuming the customer journey begins at the first phone call, while in reality, it begins months or even years before.

According to Google's Consumer Insights, 63% of consumers use search engines to research significant purchases. This preference underscores the importance of investing in Search Engine Marketing (SEM) and Search Engine Optimization (SEO) for businesses in this industry. Meet people where they are!

What is the difference between SEM and SEO?

First, some definitions: Search Engine Marketing (SEM) is a digital marketing tactic that involves promoting websites on search engine results pages. Search Engine Optimization (SEO) is the practice of optimizing your website and content to increase visibility in organic search engine results.

Although the cost of advertising within search engines has increased since 2020 (mainly due to higher competition), the return on investment (ROI) for SEM remains strong. The detailed targeting and data-driven nature of SEM allows businesses to reach their ideal customers more efficiently. For landscapers, this means their advertising dollars are spent attracting homeowners actively seeking their services, which translates into higher conversion rates and more substantial sales.

While many people in the trades try to manage Google Ads themselves, effective SEM requires expert management to keep efforts focused and costs down. Experienced SEM professionals, like Compass, can optimize campaigns by identifying valuable keywords, crafting compelling ad copy and continuously analyzing performance data. This level of expertise ensures businesses maintain a high ROI, even as competition increases.

Many landscaping businesses have already seen the benefits of a well-executed SEM strategy. By appearing alongside relevant search results, these businesses capture the attention of ready-to-buy customers, leading to increased inquiries and bookings.

For example, many of our clients are experiencing a positive shift during this slump. Less traffic is coming to their sites from organic searches, but their overall website traffic year over year is rising thanks to their advertising efforts. Conversions, or leads, are also coming; predominantly from SEM.

How to get more leads

If you're already investing in SEM and SEO but want more leads, there are a few things you can try. Increasing your budget is always an option, but only if a professional manages your account. Consider the law of diminishing returns — at a certain point, simply pouring more money into your Search Ad campaigns may not yield proportional increases in leads or conversions. It's crucial to find the right balance and optimize your campaigns to maximize the return on your investment.

Diversifying your advertising is also a good option, but how you do it depends on your specific goals. At Compass, most of our digital marketing clients advertise on Google Search Ads, Google Display Network, Google Search Partners (Amazon, YouTube, news sites etc...), Yahoo, Bing and Meta. Each of those examples serves a specific purpose (raising brand awareness, driving website traffic, increasing conversions), and becomes relevant in specific parts of the consumer journey.

Conclusion

Search engine marketing is a critical tactic for home improvement and landscaping businesses. It effectively reaches consumers when they are close to purchase. Despite rising costs due to increased competition, the precision and effectiveness of SEM, when managed by experts, ensure that businesses can maintain a competitive edge and drive significant growth.

If you want to grow your business with Search Engine Marketing, talk to one of Compass’ experts today!