Are you ready to make pay-per-click (PPC) advertising the deciding factor in your contracting business? Here's what you need to know before running PPC advertising!

First, know your numbers – it's crucial to understand your customer lifecycle and what it takes to turn a phone call into a paying customer. Key metrics include your call booking rate, your technical conversion rate, and your average ticket. Knowing these numbers will help reduce the high cost of leads, which average around 400 nationwide.

Second, know the lifetime value of your customers. Not every new customer has a high purchase price, so nurturing and retargeting those customers through text messages, emails, direct mail, and follow-up calls is key to maximizing your ROI. Once you have those systems in place and understand those KPIs, PPC can be an invaluable tool in your marketing toolbox to generate volume and keep your staff engaged.

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