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chapter no 2

PPC for
Restoration

Why PPC is Your Fastest Path to High-Quality Leads for Contractors

Here’s the truth: PPC isn’t just powerful—it’s a game changer for home service contractors. You don’t have time to wait around for SEO to kick in while your competitors are grabbing the leads you need today. With PPC, you’re buying your way to the top, getting in front of people who are ready to hire right now. Think about it—every second your ad isn’t at the top, your competitors are stealing business from you. If you’re serious about scaling, PPC is your fast pass to leads and revenue. But only if you’re willing to invest. If not, you’re just leaving money on the table.

Contractors trying to catch up after turning ads on (Hamster Running)

2.1

Why PPC is Essential for Restoration Contractors

"What Problem Does PPC Solve for Your Business?"

Let’s cut straight to the point: PPC (Pay-Per-Click) is how you get leads now.

While SEO takes time to build, PPC gives you instant visibility and allows you to connect with people who need restoration services today.

If you’re in a competitive market like Southern California, PPC ensures you’re front and center when someone searches for “emergency water damage repair.”

Here’s the reality: 46% of the clicks on the page go to the top 3 paid ads on Google.

But PPC isn’t cheap, especially in competitive regions like SoCal – San Diego, Orange County, Riverside, and Los Angeles.

Depending on where you are, PPC leads can cost anywhere from $300 to $750+.

The exact cost depends on your strategy, the competition, and the keywords you’re targeting.

2.2

What Kind of Budget Do I Need for PPC in Southern California?

"Why Does Budget Matter So Much in PPC?"

Let’s be honest – PPC isn’t for everyone. If you’re expecting to spend $1,500 a month and get massive results, you’re setting yourself up for disappointment. In highly competitive area like Southern California, PPC leads for restoration services typically cost $300 to $750+ per lead.

Why such a wide range? Competition and keywords. High-competition keywords like “flood restoration near me” will drive up your cost per click (CPC). The more competitive your market, the more you’ll need to spend. For example, in San Diego, a typical CPC ranges from $25 to $200+, and those clicks add up quickly.

If you want to play in a high-competition market like Southern California, a $1,500/month budget just isn’t going to cut it. You need a minimum of $7,000 per month in ad spend to really compete and generate leads.

While we could stretch $1,500 for two to three days the results wouldn’t be enough to show you an ROI. The ideal budget would be in $10k+ range, this budget gives us the ability to truly show you the power of PPC.

When it comes to your budget, it’s all about understanding the potential return. All it takes is one of these massive jobs to not only cover your ad spend for the year, but to generate significant profit. However, to consistently generate leads like this, you need to keep the ad engineering running.

Our clients who’ve received success like this spend at least $12,000-$16,000 per month. Its an absolute must in competitive markets to get the volume and quality that can land you the big jobs.

2.3

How Can You Calculate ROI from PPC?

"How Do You Know if PPC Is Worth the Investment?"

PPC makes sense when you know your numbers. Here’s how to figure out if it’s worth it for your restoration business:

1. Cost Per Lead (CPL): Let’s say your average CPL is $500. If you close 30-40% of those leads, for every 10 leads you get, you’ll close 3 to 4 jobs.

2. Average Job Size: If each job brings in $5,000, then closing 3-4 jobs means generating $15,000 to $20,000 in revenue.

3. PPC Budget: If you’re spending $5,000 on PPC to get 10 leads and closing 3-4 jobs worth $15,000 to $20,000, you’re seeing a 3x to 4x return on your investment.

2.4

What Makes PPC Leads Different from Other Types of Leads?

"Why Aren’t PPC Leads Always Easy to Close?"

Here’s the thing—PPC leads aren’t like referrals from a plumber or return customers. These are luke warm leads who are shopping around, looking for the best deal. Your job is to sell them on why they should hire you.

50% of consumers choose the contractor who responds first, and if you’re not quick to follow up, your chances plummet by 100x in the first 5 mins.

This is why your sales team’s follow-up game needs to be on point. You need to respond quickly and professionally to secure those leads before someone else does.

2.5

What Factors Affect the Cost of PPC Leads?

"Why Does PPC Cost Vary So Much?"

Let’s talk about what drives up your PPC costs:

1. Ad Budget: The more you’re willing to invest, the more leads you’ll capture.

2. Competition: In highly competitive markets like Los Angeles or San Diego, expect to pay more for the top keywords. Restoration is a crowded space, and everyone’s fighting for the same search.

3. Strategy: A well-optimized PPC strategy can lower your cost per lead over time by refining your targeting, strategy and improving ad copy.

If you’re paying $300-$750+ per lead, it’s important to remember that the results are directly tied to your budget and how well you manage your campaigns. The difference between paying $300 and $750 could come down to how optimized your ads and landing pages are.

2.6

Why PPC is a Great Fit for Restoration Companies with the Right Budget

"Is PPC Right for My Business?"

PPC can be a game-changer for restoration contractors who have the budget and sales process in place. It gives you immediate visibility and leads, but only if you’re ready to invest.

If you’re running on a tight budget, PPC might not be for you. You need to have at least a $7,000/month ad spend budget to really compete.

This isn’t for businesses that are struggling to get by – it’s for restoration contractors who are ready to scale and handle leads at volume.

Final Thoughts

"Let's Wrap it up"

PPC is a powerful tool for generating immediate leads in the restoration industry, but it’s not a one-size-fits-all solution. It’s best for businesses with the resources to invest in a $7,000+ monthly in ad spend and the capacity to follow up quickly and professionally on every lead.

In most competitive markets, you can expect to pay $300 to $750+ per lead depending on your strategy and competition. But with the right approach, PPC can deliver a strong ROI and help you scale your business quickly.

Actionable Steps

"How Do I Get started with PPC For Contractors?"

Step 1 - Assess Your Current Lead Gen Strategy

How many high-quality leads are you generating each month from your existing marketing channels? Are you consistently missing out on urgent, high-value leads that competitors are capturing?

STEP 2 - Define the Growth Goals for your Company

What specific growth goals do you have for the next quarter and year? Are you aiming to increase monthly lead volume, land bigger restoration jobs, or expand your service area?

STEP 3 - Explore Budget and Commitment Levels

Determine a realistic budget for PPC based on your market’s competition. Consider scheduling a call with us to discuss how different budget levels can impact your results and make your investment worthwhile.

STEP 4 - Book a Consultation to Tailor Your PPC Strategy

Now that you have assessed your current lead generation, defined growth goals, and considered budget requirements, the next step is to speak with a PPC specialist..

UNRAVEL

1. Are you currently in control of the number of leads coming into your business, or is it unpredictable?

2. Have you identified the best way to reach homeowners who need emergency services at the exact moment they’re searching?

3. If PPC can get you in front of the right people quickly, what’s stopping you from making this investment now?

4. Would you be interested in exploring how PPC could pay for itself with just a few high-value jobs?

Why PPC is Your Fastest Path to High-Quality Leads for Contractors

Why PPC is Essential for Restoration Contractors

"What Problem Does PPC Solve for Your Business?"