Two Buyer Types, Two Campaign Strategies
Garage door companies serve two fundamentally different customers: emergency repair callers (broken spring at 7 AM, can't get the car out) and installation researchers (want a new garage door, comparing options). Google Ads campaigns must be structured differently for each buyer type to maximize ROI.
Emergency Repair Campaigns: Speed Wins
Emergency keywords: 'garage door repair near me,' 'broken garage door spring,' 'garage door won't open,' 'emergency garage door service.' These campaigns must run 24/7 with top-of-page bids. Landing pages need: phone number as the hero element, 'On Our Way in 60 Minutes' messaging, and minimal form fields. Emergency callers want speed — give them a phone number and get out of the way. Garage door PPC starts with nailing emergency campaigns.
Installation Campaigns: Education Wins
Installation keywords: 'new garage door cost,' 'garage door installation [city],' 'insulated garage door,' 'modern garage door styles.' These buyers are researching — they want to see styles, compare costs, and understand options. Landing pages should feature: style galleries, pricing ranges by door type, insulation and material comparisons, and a free consultation CTA. These campaigns run during business hours with moderate bids.
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Free Marketing AuditCompeting With Franchise Ad Budgets
Franchise brands spend thousands per day on Google Ads. You can compete by being smarter, not bigger. Focus on hyper-local targeting (15-20 mile radius), run ads during off-hours when franchises reduce spending, and use LSAs (Local Services Ads) where your Google Guaranteed badge and local reviews give you an advantage over corporate brands.
Budget Allocation and ROI
Recommended split: 60% on emergency repair campaigns (fast conversion, reliable ROI), 30% on installation campaigns (higher ticket, longer cycle), 10% on LSAs and brand campaigns. Most garage door companies can start with $2,000-4,000/month. Well-managed campaigns deliver 5-8x ROAS. A $3,000/month investment typically generates 40-60 service calls and 5-10 installation consultations. Our PPC team specializes in garage door campaigns. Get a free Google Ads audit.
