Posted by Jarrod Miller-Dean
Uploaded 17 days ago
Google Local Service Ads connects business with customers that are searching for local businesses and services. Essentially it’s a lead generation tool. Homes services professionals set budgets based on the desired number of customers each week and only pay when contacted by a customer (through the Google paid ad). Leads can cost an estimated $5-139, but the price varies based on the local market and vertical (industry).
Google offers a suite of services that work in conjunction with local service ads including Google Guaranteed Program, Google My Business and Google Ads (previously Google AdWords) that will increase your online presence, help you find leads, and book more jobs.
When you go to the main page on Google you’ve probably seen several ads with green checkboxes in them. These local businesses are apart of the Google Guaranteed Program. Originally launched as a beta advertising program for plumbers, locksmiths, electricians, HVAC technicians, and garage door specialists; it has since expanded to select cities throughout the United States.
Applicants must pass Google’s pre-screening background check and qualification process, via Google Local Services. All candidates must be licensed trade professionals in their state. Google looks at numerous factors during the pre-screening process including licenses and accreditations, online reviews (positive and negative), and response time.
The goal of the ads is to attract clicks from local searchers, looking to hire home services businesses. Advertisers are only charged based on the leads. If a customer is not satisfied with the work completed (the service must have been booked through Google Local Services), Google covers the invoice amount up to $2,000 (the US and CAN). The Google Guaranteed Program doesn’t cover add-on services (while on the job), future projects, property damage, dissatisfaction with price, provider responsiveness, or cancelations.
Google My Businessis a service that gives business owners more control over their visibility in local search results. This includes Google Maps and the “Local Pack”, located on the main search engine results page.
Business owners create and build out their profiles including business description, address, phone number, logo, website URL, social media channels, and hours of operation. It’s best to be as thorough as possible and ensure that the N.A.P. (name, address and phone number) are consistent with your website, online directories, and local business listings. Business owners can post sales promotions, videos, pictures, and other content to captivate viewers. Customers can submit reviews and inquiries, which can be responded to in real-time. It’s best to stay on top of optimizing your Google My Business page and not let it fall dormant. This plays a large part in online marketing strategies including organic search rankings, local SEO, and paid ads.
Google Ads(formerly Google AdWords) is an online advertising platform that allows business owners and advertisers to display ads, offerings, services, and video content to web users. The ads are placed on the web and search engine results pages that Google thinks are relevant. Unlike Google Local Services which is pay per lead, Google Ads is pay per click. Meaning that business owners don’t pay unless a lead clicks on their ad.
Google has developed several additional services and tools to use with Google Ads including Keyword Planner and AdWords Express.
Google has an abundance of tools and services designed to help small businesses stick out in their local metropolitan areas. Some businesses live by using Google's marketing and advertising products, and some people feel it’s all a waste of time. However, here's what a few pros have said about using Google advertising for their businesses.
"We use all of Google's main tools: Google Guaranteed, Google My Business, Google Local Services, and Google AdWords. They definitely help build leads. There are companies out there that want to manage it for us, but we’re doing fine right now without help."
Annie D., Water Heater Experts Plumbing, LLC
“We use Google My Business and Google Guarantee. They help get our name out there, have boosted our website rankings, and improved our profits. Make sure that you state that you have online booking available on your company’s voicemail, or you may miss a customer. I would absolutely recommend both products to other business owners.”
Joni S., Pristine Carpet Cleaning
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