I have been asked to create and manage an Adwords campaign for a local roofer. I figured no big deal, get some keywords, create a lander or two and the phone should begin ringing for my client. Well after a few hours of keyword research that lead to several adgroups and thus more landers I am getting ads to show in an average position of 2 but few clicks and no calls. Bear in mind it has only been a few days but remarks from a thread I have in the PPC forum suggest the copy of the ads are not provoking clicks and then the copy on the lander is not provoking a phone call.
Does anyone have pointers on writing effective PPC ads for local biz and what about the copy for the landing page. I know both should contain the main keyword of the adgroup I am promoting but is there a keyword density guideline? I certainly don't want to look "spammy" but need to raise my qulaity score over a 6, increase CTR and call conversion.
Here is a resource I found for the ads.
Better Ads
Here is one of my ads. Second position highligted in green.
Ad
Here is one of my landers.
Roofing Contractor
Mike Williams
Mike Williams