What emotion is the searcher feeling?

What is he thinking?

What benefit is he looking for?

In other words, use proven direct response techniques to get searchers to take action.

Alex

Grab a copy of Perry Marshall, Mike Rhodes and Bryan Todd's book "Ultimate Guide to Google Adwords"

If you want some great training and support then join Mike Rhodes PPCsavvy. You will find everything you need there: PPCsavvy

As for the ads side of things here is something to do first.

Research your market and uncover where you can enter the market by targeting your most likely prospects. Survey prospects and clients to help identify the best targeted search terms that meet the biggest problem your market is facing.

Find out What is the most important question prospects asks about keyword.

Find out Why an answer to the question would deliver the solution.

Find out How hard is has been to find a solution.

Put responses into spreadsheet.

Analyse top 20% of responses to drill down to unmet needs.

Determine best way to narrow down niche to become dominant.

Two free tools you can use to build keyword ideas are
Ubersuggest.org and Keyword Tool: FREE Alternative to Google Keyword Planner

How to improve quality score and lower advertising costs.

Google assigns a score to your pages based on how relevant they are to the user or search experience.

The best way to improve the score and lower ad costs is to add rich descriptions and make your pages attractive to the viewer and to google.

Some of the simple ways to improve scores is to add "REVIEWS" and to add "CONTENT" ...like video, images and good descriptions.

It also helps to add outbound links to authority sites like Youtube or Wikipedia or any other authority on the subject you are trying to improve QS for.

For building good ads it also helps to make an Ad matrix spreadsheet where you analyse all the competitors ads.

The headings for your spreadsheet are:
Competitor, Advert, Promise, Benefits, Features, Tone, Call to Action, Reason to Believe, Hook.

Investigate all the competition and list their ads and each of the items the ad covers user the relevant headings listed above.

Look for commonalities between competitors and make a stronger promise, offer better benefits, better call to action, better hook etc.

Uncover a few targets where there could be easy gains by good ads being displayed to appropriate targets and develop landing pages to build quality scores and increase chances of conversion.

Identify the position particular keywords and their modifiers sit in the funnel.

Consider the "prospect awareness" of the items being sold by the website and target the bottom of the funnel by going after "BUYER" keywords first and then moving up to the "SHOPPING" keywords and then the "BROWSING" keywords.

As for your landing page example it is pretty weak.

You may want to think about how you can immediately engage the person landing on the page.

The ad you showed was targeting people with hail damaged roofs.

So the landing page could have a simple multi-part form that they can fill in and generate a quote instantly.

The first question on the form might be...

Is your roof leaking now? Yes/No

Do you need emergency assistance immediately? Yes/No

Enter roof type: (drop down menu)

and so on splitting up the questions over a few groups.

At the end have a spot for them to put their Name, phone number and email.

There is an example of the multi-step form I use for one of my businesses here:
https://www.foamboards.com.au/Quick-Quote

I used to have this on the front page of the site but with that business I want them to use the junction box navigation and process their own orders so we moved it to a different location.

In other businesses we have it on home pages and specific landing pages to match niches we are targeting and we modify to suit different business accordingly.

For example in a surgical weight loss business we have a surgical weightless eligibility test.

The prospects follow a similar route of answering non-threatening questions and they only see the "request results" button after they have made micro-commitments along the way.

The form submitted from the landing page should go into a CRM type management system that can notify the company they have an enquiry and it should also start a sequence of automated help info going out to the clients.

In the example of the roofer I would send them a PDF by email telling them what they can do to minimise damage whilst the are waiting for repairs etc. You can also pre-sell the prospect on how the company they chose to contact is the right one for the job.

Hope some of that helps.

Best regards,

Ozi

Maybe generate more headlines like:
The Single Most Important Thing You Need To Know About Roof Damage
Take The Stress Out Of Roof Repair
How to Stop Roof Damage From Hail

etc....

Thanks everyone. I realized I couldn't see the forest for the trees. The questions Alex posed made me realize that after doing keyword research, building landers, optimizing images, checking load speed, etc, etc. I was tired and expecting to write copy saying "Hey here I am, the best roofer in town" and expect phone calls. I am pausing the campaign and taking time to reflect on when I needed roof repair and how I felt. I will then look at ads and landers of other roofers to get ideas on how to address the needs and concerns of the person looking for roofing. Copy 101.

No I am not a copywriter Alex but while it is a little frustrating now it is so intriguing. I purchased some classics and a course from Ray L. Edwards recently. This assignment is a great opportunity to apply as I read.

I never fixed plumbing before, but I figured no big deal, just mess around with some pipes and tools.

If you can't do the gig, tell them.

Nah. Could never be that simple, could it?