Listen,
If you're using broad match keywords and sending traffic straight to your homepage... congratulations! You’re officially sponsoring Google's next Christmas party.
Meanwhile, you're probably sitting there, scratching your head, wondering why the phone isn’t ringing and your wallet feels lighter.
Been there. Done that. Burned the t-shirt.
Let's fix it.
Where Most Foam and Coating Companies Get It Dead Wrong
Mistake #1: Broad Match Mayhem
You toss in some keywords like "spray foam" or "polyurea" and figure Google will work its magic.
Well, it does... for Google.
You, meanwhile, are paying for clicks from people searching for "cheap DIY spray kits" or "foam party rentals."
Broad match is like handing the keys to your Ferrari to a drunk raccoon.
Mistake #2: The Homepage Black Hole
Even if, by some miracle, a good prospect clicks... you dump them onto your homepage.
Congratulations! You’ve just asked them to play Where’s Waldo with your service offering.
They get lost. They leave.
Google laughs. You cry.
Here’s How You Actually Set Up Google Ads for Success
Step 1: One Service, One Campaign.
- Polyurea Roof Coatings.
- Commercial Spray Foam Insulation.
- Truck Bedliner Services.
Pick one. Focus. Attack.
Mixing services in one campaign is like ordering pizza, sushi, and tacos from the same restaurant and expecting it to be good. It won't be.
Step 2: Use Phrase Match and Exact Match Keywords.
Broad Match is for companies with unlimited budgets and unlimited stupidity.
You? You need precision.
✅ Phrase Match if you want strong volume + relevance.
✅ Exact Match if you want sniper-level targeting.
Step 3: Tight Ad Groups = Tight Wallets.
Each ad group should target one tiny slice of what you do.
Example:
- Campaign: Spray Foam Insulation
- Ad Group 1: Residential Spray Foam
- Ad Group 2: Commercial Spray Foam
- Ad Group 3: Spray Foam Roofing
Simple. Clean. Effective.
Step 4: Write Ads That Sound Like a Human, Not a Robot.
When someone searches "spray foam insulation near me," they want to see: "Local Spray Foam Pros \ Free Estimates. Fast Scheduling."
Not: "Welcome to XYZ Coatings, Established 1972, Family Owned."
Save the history lesson. Sell the solution.
Step 5: Teaser — Don’t Send Them to Your Homepage
That’s next week's knowledge bomb.
(Short version: your homepage is a Bermuda Triangle where good leads go to die.)
Real World: John’s Spray Foam Business Turnaround (Name Changed to Protect the Guilty)
John, good guy from Texas, was spending $130 per lead — and most of those "leads" thought spray foam was something you bought at Home Depot.
He fired his "Google Expert*", set up a few simple ads and used this process, tightened his keywords, switched to phrase match, and — poof — Qualified leads doubled. Cost per lead dropped to $52.
No more chasing broke DIYers. Just real buyers, real fast.
*I've got nothing against "Google Experts". Most know WAY more about Google Ads than I do - they know what every switch and dial does, all about reporting etc etc etc... The problem is, they don't know shit about how to actually SELL a foam or coating job. It's like asking the engineer at Boeing who designs the 737's flap actuator to buckle in and fly it. There'd be blood all over nine counties... And when it comes to your business, that blood is YOUR money.
Your Quick Setup Checklist
Why This Matters
Because your competition isn’t dumb — they’re just lazy.
If you tighten up even a little, you'll steal their buyers while they waste thousands clicking "DIY foam insulation for hot water pipes."
Dial it in, and you’ll turn Google Ads from a money pit into a money printer.
Coming Up Next Week:
👉 "You Got the Click — Now What? Why Your Homepage Is Killing Your Conversions (and How to Fix It Fast)."
Stay tuned. We’re just getting warmed up.
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