flexiblefullpage - default
interstitial1 - interstitial
Currently Reading

Using Smart Campaigns

billboard -
Lead Gen — Home Improvement

Using Smart Campaigns

An affordable, targeted marketing campaign in minutes

By by Daniel Hamilton July 8, 2019
This article first appeared in the July 2019 issue of Pro Remodeler.

Smart campaign ads come with a Google forwarding number (to be shown instead of the business’s actual number) that makes tracking calls made as a result of the ad much easier. Remodelers can review call metrics using their Google Ads dashboard.

Remodeling businesses need smart, targeted marketing campaigns. But many companies may not have the budget. Google’s Smart campaigns, launched last year, are affordable, effective options for those businesses. As a premier partner with Google, Keyword Connects is uniquely positioned to explain the service. Smart campaigns are a simplified AdWords campaign. You can create one in minutes, and let it work without adjustment. You start with a goal, selecting from one of three options: get more calls, get more store visits, or get more website sales/sign-ups. You select based on the first stage of your sales funnel.


Smart campaigns are designed to draw the right people to your ad. You can setup a radius from three to 40 miles of your business. Further targeting is done automatically, using an algorithm that looks at web usage and search terms. Google knows which people to direct to your ad based on business categories that you choose. So if you say “kitchen remodeling,” Google then shows your ad to people searching similar terms. The more specific your categories, the more likely the right people will see your ad.  Also, click-through rates on long-tail keyword (i.e., three or more words) results are much higher than keywords with fewer words. A company is limited to selecting 11 distinct business categories for themselves.  

You can make multiple ads at a time, and each is as easy as writing a headline, description, and contact info. A big change in Smart campaigns from Google’s older AdWords Express is that the ads are technically “expanded text ads,” which means their descriptions can be up to 90 characters. It allows for more specificity in describing your own services. 

When choosing a budget, Smart campaigns (which max out at $3,650 a month) will give remodelers the price range in which competitor businesses typically operate. 


Pricing for the campaign is based on pay per call or pay per click. How much you pay will vary based on three things: how much your competitors are spending, how relevant your ad is to the users search, and how likely that user’s click or call is to end in a sale. 

You can pay manually (before ad shows) or automatically (after ad shows), and your monthly expenditures will never exceed the amount you set for your maximum monthly budget. Once you set your pricing, which gives you estimated impressions and clicks, you’re good to go.

As remodelers go through the Smart campaign creation process, they’ll have a chance to review their ad exactly as it’ll appear on a search results page.

While there are some pretty cool features contained within the Smart campaigns box, our take on it is this: Google is in the clicks business, and it’s created Smart campaigns to make it easier for small businesses to get clicks. However, remodelers are in the leads-and-sales business. Clicks and leads are not the same thing (not even close). So if you’re a small shop, Smart campaigns may be right for you. It’s certainly simple enough to use. 

But simplicity and sophistication run in opposite directions. As a result, marketers at larger home improvement businesses may quickly determine that the digital IQ of Smart campaigns comes up short when compared to what they’re already doing.  

written by

Daniel Hamilton

Daniel Hamilton is VP of sales and marketing at Keyword Connects, a premier lead gen solution for home improvement companies. 

Add new comment

Plain text

  • No HTML tags allowed.
  • Web page addresses and email addresses turn into links automatically.
  • Lines and paragraphs break automatically.

Related Stories

How a Contractor Generates High-Quality Leads with Content Marketing

On this episode of Rock Stars of Remodeling, Southwest Exteriors CEO Ryan Shutt shares how content marketing has helped his company increase its web traffic ten-fold in just 18 months

Pro's Pick: Intaker Video Live Chat

This Pro’s Pick takes your website’s live chat to the next level and helps you convert more visitors to leads

How To Close More Internet Leads

Four techniques home improvement companies can use in marketing and sales to generate and close more web leads

3 Steps for Contractors to Evaluate Lead Sources

On this episode of Rock Stars of Remodeling, Dreamstyle Remodeling Director of Marketing Jay Shah reveals his unique three-step method for evaluating the effectiveness of lead sources and shares new lead sources he’s having success with in 2023

3-Step Method for Evaluating Home Improvement Lead Sources

Contractors who want a balanced marketing mix that delivers cost-effective leads can implement this proven evaluation process

How To Know If You Are Ready For A Lead Gen Partner

Lead Generation providers can fill your pipeline fast, but the service isn't a good fit for every company. Use this five-part checklist to determine if a lead gen partner is right for your business. 

7 Tips to Generate Leads on Instagram

How home improvement contractors and remodelers can reach larger audiences and gain more business through the popular social media platform

3 Tips for Qualifying Home Improvement Leads Without Losing Sales

How contractors can disengage from the prospects least likely to buy from them

Marketing Minute: How To Convert Bad Google Reviews Into Business

Director of Home Improvement Drew Barto shares tips on how contractors can turn negative Google reviews into additional revenue

3 Tips for Contractors to Turn Bad Google Reviews Into Revenue

Best practices for responding to Google reviews that will create more raving fans and drive more referral business to home improvement companies

boombox1 -
boombox2 -
native1 -

More in Category

native2 -
halfpage1 -
leaderboard1 -