Remodeling companies face one specific challenge when advertising online. They have a very specific demographic and geographic area they need to reach, but the World Wide Web reaches the entire globe. Google Local Services Ads offer remodeling companies an excellent way to narrow your parameters and reach your ideal market. Here’s a closer look at what Google Local Services Ads are and how you can leverage them to attract more local customers.
What Are Local Services Ads?
This advertising option is specifically designed for local, service-related businesses to connect with leads that actually could use their services. In other words, it’s Google marketing designed specifically for service providers, including home improvement and remodeling companies.
Google LSAs vs Google Ads
You might be thinking this sounds like another version of Google Ads, which you’re likely already using, but that’s not true. Google Ads are available to businesses of all types. Google Ads LSA are only available to specific industries, including home services contractors.
With local services ads for home improvement and remodeling companies, your ads will show up at the top of the search results for service-related ads. If someone searches “home remodeling services near me,” and Google chooses your ad, it will show up above the Map Pack. That’s a highly coveted spot!
Finally, and perhaps most importantly, Google LSAs does not run on a pay per click pricing model. Rather, it’s pay per lead. You’ll only pay if someone actually contacts you to learn more about your business, not just view your ad. This can make the Google LSAs cost much less and have a higher ROI than traditional Google Ads for contractors.
Why Google Local Services Ads Make Sense
There are multiple benefits to looking into Google LSAs for remodeling companies. These include:
- Google Guarantee Badge: This badge means Google has verified your business and will reimburse your client some of the cost of their remodel if they’re not happy with the work you deliver.
- Higher potential ROI: You’ll only pay if you get a lead, so each charge is more valuable than traditional pay-per-click advertising.
- Top placement: As was already mentioned, you’ll achieve top placement in the search engine results.
10 Tips for Remodeling Companies Running Local Services Ads
Now that you understand what this type of advertising is, it’s time to look at some tips for Google LSA campaigns for remodeling companies.
1. Choose the Right Type of Account
First, decide if an individual or manager’s Google Ads account works best for you. Most home remodeling companies need an individual account because they have a single location. However, if you serve multiple geographic areas, then a manager account will fit better.
2. Complete That Google Business Profile
Google LSAs cost is based on leads. The leads you want to pay for are those who are actually looking for what you offer. A complete Google Business Profile with services, photos, business hours, and contact details will help increase the chances that the leads you get are the ones that fit your business. As you’re updating your profile, make sure you have up-to-date certifications, insurance, and licensure information, as this is something Google wants to see. You may find your LSA ads shut down if you don’t have the right credentials.
3. Hone in on Your Local Market
The key to local services ads is the word “local.” You need to narrow down your search to one specific market. You can be even as specific as individual zip codes if you want. Your goal is to show that you’re the best go-to provider in one particular area. If you serve multiple markets, treat each as an individual target market with its own LSA campaign for optimal effectiveness.
If you genuinely have multiple markets, limit your scope to no more than three major markets. This limitation will help you manage your ads more effectively as you start bringing in leads.
4. Populate Your Ads Using Your Google Business Profile
The best way to build your LSA ads for home remodeling is with the help of your Google Business Profile. Linking the two together lets you import the information from your profile into your ads. This trick helps with consistency and builds legitimacy in the eyes of Google. It also helps your Google reviews show on your LSA campaign, which brings us to the next trick.
5. Build (and Use) Positive Reviews
In order to run LSA ads, Google requires at least three stars in reviews. If you lack reviews, you won’t get an ad. If your reviews are highly negative, you won’t get an ad. Spend some time working to build your credentials through improved Google reviews.
If you’re struggling to generate reviews, in spite of having a number of happy customers, consider partnering with Surefire Local. Our platform with generate review requests that are straightforward and simple for satisfied clients to use, and also put your reviews into your dashboard so you can respond to them quickly without the need to log into your Google account separately.
6. Have a Fast Response Time
One of the things listed on Google Ads for service businesses is your response time. A faster response time is typically more appealing to potential leads, so it’s more valuable as you build your business. In addition, this is a factor Google considers when choosing which ads to display to searchers. Focus on responding to leads as quickly as possible, at least within your normal business hours (which should be listed on your profile). Using a marketing platform like Surefire Local can help you automate some of your responses to these leads.
7. Flag Invalid Leads
One neat feature available with Google LSAs for remodelers is the ability to mark leads. You can mark leads as completed within the platform, but you can also mark invalid leads. Even with your best efforts, you’ll get some leads that simply aren’t appropriate for the services you offer. If you mark these as invalid, Google will learn more about who to show your business’s ad to. This action will make your future ads more effective and increase the ROI of your marketing efforts.
8. Post a Good Headshot
The Google LSA platform likes to see a business owner’s headshot, but what many home remodelers don’t know is the quality of that headshot matters. In fact, they want to see more than just a head. They want to see an upper torso shot that includes the arms. You can pose creatively and even include equipment or tools in your headshot, but it needs to include your arms for it to be approved.
9. Set a High Budget
If you’re used to PPC advertising, you may be cautious about setting a high budget. However, under budgeting will fail because of the pay-per-lead structure. Keep in mind that Google may not spend your full budget, but if you’ve limited it too narrowly, it can’t spend more than you tell it to. Consider doubling what you want to spend and setting that as your budget. If you start getting close, you can always change the budgeting criteria, but chances are Google won’t spend the full amount each month.
10. Automate Processes with Surefire Local
Finally, make your Google LSA campaigns automated with help from Surefire Local. We partner with Google LSA to help remodel their LSA campaigns. Here’s how you can leverage automation to improve the success of your LSA campaigns.
- Pre-built campaigns: Simply plug in your information to our proven campaigns to find leads fast.
- Robust analytics: Track everything you need to see for your success in one location and then adjust as needed to reach more people.
- Compare campaigns side-by-side: If you’re testing more than one ad, you can compare them side-by-side, then funnel money into the one that’s achieving the most for you.
- Automated lead capture: In addition to advertising, we offer lead capture and management, which means we will grab and nurture leads automatically. This combination of advertising and lead capture on one platform saves you time.
- Increase leads and revenue: One company that used our ad platform saw their leads increase by 102%! More leads, when handled well, means more money for your business.
Surefire Local is a game-changer for service businesses, like home remodeling companies, that want to maximize the ROI of their advertising dollars without adding a significant amount of time to their day. You can spend your time meeting the needs of your customers while we set up automated systems to nurture your leads and help you reach more people through Google LSA and other advertising venues.
Are you curious to see how Surefire Local can work for your home remodeling business? Schedule a free software demo today!