Branding vs. PPC: How to Structure Your Marketing Budget

Like what you see? Book your demo today!When it comes to crafting a marketing budget that truly delivers results, finding the perfect balance between pay-per-click (PPC) and branding is key to unlocking your business’s full potential.

Both approaches have their advantages, but knowing how to allocate your marketing dollars between short-term conversions and lasting brand impact can make all the difference.

So, in today’s blog, the team at ProfitFill will go over the best way to structure your marketing budget for maximum impact and sales.?

ProfitFill is the first software company of its kind, blending AI and a full-service marketing agency to get you results, and we’re here to help you! So get cozy, grab a coffee and let’s dive in!

What is Branding?

Branding holds incredible value. It's the work you do to stay in people's heads, helping them recognize your name even when they don’t need your product or service. But when they do, you'll be the first business they think of and the one they call.

For home service based companies, branding is a necessity.? You’ll never increase revenue, customers or hire experienced technicians without it.

So what exactly is branded marketing? Well, it’s everything from your google star rating, to your mascot, your website, bus benches and technician uniforms. It’s even how your team answers the phone. All these things influence the public’s perception of your brand.?

It’s also important to note that branding is also a long-term investment and usually less flexible which is why it only plays a part in your overall budget strategy.

What is PPC?

PPC advertising offers your business immediate visibility and precise targeting helping you get in front of potential customers quicker than ever before.

With PPC, you only bid on keywords for the job types you offer, and only pay for clicks when someone searches a keyword on Google for one of your services.?

Unlike branding, PPC is considered a short term investment and is really good for filling jobs that you need now. But ultimately, it’s no match for long term brand equity and trust.?

What Should You Focus On When Structuring Your Marketing Budget

When done right, branding should account for filling 70% of your schedule. This is the ideal number because we want our schedules filled with repeat business and referrals, and branding is the way to do that. Consisting of low-risk, tried and true activities, branding helps cover your overhead costs, bringing in the majority of jobs that help keep your technicians paid and the lights on!

Successful branding also helps make your PPC perform better because prospects are more likely to pick you out from the crows if they recognize and identify with your brand. As a result, PPC should only fill the remaining 30% of your schedule. But that doesn't mean it’s less important.

If anything it makes it more valuable, because PPC helps you get the most profit, because the revenue from the last 30% of your jobs in each day doesn't need to pay for overhead anymore.? Your overhead is covered by the first 70% of jobs you ran that day. But remember PPC can be risky, and expensive, so it should be held to a different standard than your branding efforts.?

This is where ProfitFill’s full team of creatives, strategists, copywriters and graphic designers come in. We handle the execution of your branding and your PPC, so you can focus on what you do best - providing industry-leading installation, repair and maintenance services to your customers.

When our creative ideas are combined with exclusive machine learning we truly help you market for profit, with a fully realized budget.

Structuring your marketing budget to strike the right balance between PPC and branding is essential for long-term success. While PPC delivers fast results and drives immediate traffic, branding builds lasting relationships and keeps your business top of mind for future customers.?

By carefully allocating resources to both strategies, you can create a powerful approach that not only boosts short-term conversions but allows for sustained growth and recognition.

Why Choose ProfitFill

ProfitFill is a full service software company specifically designed for you, the home service business owner. And what makes us different is that our software enables us to target only the most profitable leads for each business unit, filling each of your schedules.

We integrate with your favorite CRM, and analyze? your capacity, invoices, website, advertising and other data. We then use ProfitBot AI to target the most profitable jobs in the market, and throttle your spend up and down based on your capacity. This helps you increase impact, while managing spend.