How Paid Search Helps Pet Cremation Services Reach Families When They Need You Most

Bereaved pet owners need a number of grief support resources to help them navigate the complex experience of losing a beloved pet. Increasingly, these pet owners belong to a younger demographic and often seek information online first — sometimes even before asking a friend or family member for a recommendation for a particular need. 

When it comes to an emotionally difficult and time-sensitive problem like caring for a pet who has died, your business can use judicious, well-thought-out paid advertising to get your digital presence in front of local pet owners searching for cremation services.

Don’t make the mistake of using the same sales language that any other small business might. We explain how to research pet owners’ needs and use targeted Google Ads tastefully to build trust, not annoy or alienate grieving pet owners. 

Ready to get started? Request a free call with our marketing experts today!

PPC Management Services for Pet Cremation Businesses

PPC stands for pay-per-click. Rather than paying a flat rate for displaying an ad (like in a newspaper), you only pay for the number of clicks that your ad actually receives.

It’s a paid strategy that works very well for pet cremation marketing, because it gives your business top-of-page exposure for high-intent search queries, like “dog cremation near me” or “pet burial.” 

There is a lot more that goes into PPC than simply bidding on the keywords, though. Numerous calculations go into which ad gets displayed at the top of a particular user’s page, including the quality of the ad and how closely it matches the search query.

Working with a 100% US-based, full-service marketing agency like SEO Design Chicago can help you navigate the intricacies of PPC and design a strategy that meets your goals. 

Google Ads — Paid Search for Pet Cremation Services

When wading into the world of Google Ads, it’s crucial that you have clear benchmarks and reporting. Since you are paying for these ads to be displayed around the internet, it’s crucial to know which ones are delivering traffic to your pet crematory website. 

The terms can be confusing here — Google Ads is simply the name of Google’s PPC system. Since Google hosts the majority of the world’s searches, it makes sense to focus your PPC strategy here. 

Google Ads can display all over the internet by tapping into the millions of websites in the Google Display Network. Or, you can decide to focus your strategy primarily on local-search intent ads.

Our team will help you develop a detailed marketing plan that makes the most of your marketing budget to help you reach pet owners in need in your town. 

Targeted Display Advertising for Pet Memorial and Keepsake Companies

Search ads are shown to people actively searching for compassionate care for their deceased pets. Other types of PPC, such as display advertising and social media marketing ads, target users based on demographic characteristics rather than certain keywords. 

Each subset of ads needs a different strategy. With search ads, you know that you are matched up with the search intent of grieving pet owners who need you right now. Targeted display advertising will enhance your online presence among people who will need you at some point. Whether through search history or previous use of a veterinary service, pet owners are pretty easy to identify online.

Despite this, you definitely don’t want to advertise your care services the way you might a new dog toy! People don’t want to be reminded, as they browse YouTube or TikTok, that their pet will someday pass away. Your ads can tastefully and subtly present the way you help the memory of a pet last forever, whether through an urn or memorial jewelry. Or, video ads can showcase how much you value the individual personality of dogs, cats, horses, and more, positioning yourself as a trusted partner for when the day comes.

There’s a lot to think through in the ad creation and optimization process! That’s why working with an experienced PPC management team can help meet your unique needs. 

Bing Advertising — Bing Ads for Pet Funeral Homes

So far, we’ve focused mainly on Google-hosted services to expand your reach. When it comes to a location-based service like pet funeral homes, however, it’s important to reach every relevant lead within a given area.

Bing Ads function similarly to Google Ads, but often come at a much lower cost. This is because Google has a much higher proportion of market share. Bing, however, tends to be used by a more affluent demographic. This can make it a good match for the people searching for qualified pet cremation providers. 

Our data-driven approach at SEO Design Chicago includes detailed research to determine if this group falls within your local target audience. If so, Bing can be a valuable addition to a multi-channel marketing strategy aimed at attracting more customers within a defined area. 

FAQ: The Best Digital Marketing Strategies to Reach Pet Owners

With over ten years of proven experience helping businesses of all sizes grow, SEO Design Chicago is ready to help you attract pet owners searching for these services.

Many compassionate aftercare providers struggle with the need to advertise at all, but it doesn’t have to be the same cringe-worthy ad copy that you might read in the local sale section. In fact, effective paid search can function much like word-of-mouth marketing, getting the right services to people just when they need them. 

Here are some of the top questions pet cremation businesses need to answer to attract more quality leads — and earn glowing reviews — for their pet crematorium or burial services. 

What is paid search, and how can it help my pet cremation business grow?

Paid search gives your business a boost to the top of search results for certain search terms. This ensures that your services are shown to the people who need them the most. 

Like any advertising strategy, paid search for cremation needs to be handled carefully. Since families generally search for these terms only when they have an immediate need, paid search can help you reach them at the right time. 

The ad copy should tactfully highlight your offerings while realizing that pet owners might be in different stages of the grieving process. Some might be caring for a terminally ill pet, while others might be in need of aftercare services on the very same day. 

Paid search helps you promote your services to the people who are actively looking for them in an understanding and empathetic way. 

Are Google Ads effective for pet cremation and memorial providers?

Yes! Google Ads campaigns are some of the most effective ways for quickly boosting your pet cremation services marketing efforts.

By bidding on high-intent keywords, a well-done campaign can send your business listing to the top of search engine results pages for terms like “pet cremation near me.” This makes it far more likely that people will choose your business over your competitors.  

How much should I budget for paid search in the pet cremation industry?

Paid search gives your brand presence an immediate boost in local search. Since you are purchasing traffic to your site, that comes at a cost. 

A plan tailored to your budget and growth goals is the most likely to produce growth. Our marketers generally recommend starting with a budget of around $300–$1,000 per month. As your strategy brings more leads to your business, you can scale your efforts based on ROI.

That’s why it’s crucial to have a strategy backed by detailed data and reporting. Once you know how your marketing efforts are performing, you can allocate more marketing resources to your highest-performing strategies.

That’s why SEO Design Chicago establishes clear benchmarks, marketing goals, and around-the-clock access to your own analytics dashboard when you work with us. 

Can paid search and SEO work together for my business?

Both paid and organic search are effective when used together. Each strategy addresses a different point of the customer journey. 

PPC is designed to give an immediate traffic boost to your website. It’s a great tool to have when you’re just starting out, or when you have your organic SEO nailed down and are ready to build on that success.

Search engine optimization is designed for long-term growth. It’s the firm foundation on which the rest of your online presence is built. By ensuring that every piece of your site is in technical and user-friendly good shape, you make sure that your site gets the highest ranking possible in search engines. 

How do I make sure my ads are compassionate and not intrusive?

Ads are great for building visibility, but they won’t help your overall business marketing if they are insensitive, intrusive, or pushy. 

Targeted Google Ads are designed to display to people who are actively searching for your services. This allows pet owners to get the information they need quickly when searching for time-sensitive care.

Ads should highlight the helping hand that you provide. You can emphasize your timeliness, respect for remains, considerateness, and accessibility in your ads. This will differentiate you from competitors who might seem only interested in quick client acquisition.

By all means, DON’T discuss someone’s pet as just another client — these are precious family members, and people want this process to be as positive as it can be. 

Let our skilled marketers create compassionate, caring content to build trust with pet owners in need. Schedule a free consultation with us today.