What if the best way to advertise your business was just a few clicks away?
If you run a plumbing or HVAC business, most of your marketing should be local marketing. And Google Local Services helps you take your local marketing to the next level.
Wondering what these Local Services are and what they can do for your own business? Keep reading to discover the answer!
What Are Google Local Services Ads?
We've put together a comprehensive guide to help you discover what Google Local Services can do for you. Before we go any further, though, it's important to define what these Local Services are.
Most internet searches are designed as global searches. Local Services was designed to help local customers find local businesses, especially for emergencies. This is one reason why plumbing and HVAC businesses would do well to embrace these services.
For example, let's say that someone searches for something like "Chicago plumber." While they will get the usual selection of global hits, Google will display plumbers who have signed up for Local Services above the rest of the results. This increases your visibility while providing customers with key info like your number and your hours.
At this point, a customer may call you directly. Or they can use Google to get additional company info and research user reviews (more on this later) before they reach out to you.
What Are the Requirements Of Local Services?
Interesting in trying out these local services? Here is a breakdown of how to sign up and what it will cost you.
The first step is applying for the Local Services program. While the program is available nationwide, it is primarily centered around major metropolitan areas.
At this point, Google will research your company to make sure you are legitimate. They may request copies of your business license, business insurance paperwork, and background checks for any and all employees who will be out in the field (this part is especially important for plumbing and HVAC businesses because they must enter customers' homes).
If Google approves your application, you can join Local Services. This will also give your business a Google Guaranteed badge (more on this later) to help you stand out from the competition.
How do you pay for these services? In short, you only pay when a customer finds you through Local Services and calls you. In this way, you are paying for verified local leads instead of paying for individual clicks.
Now that you know more about how Google Local Services works, let's take a closer look at the benefits this offers your business.
Getting Local Leads
The biggest benefit is also the simplest: these local services are one of the absolute best ways to get verified local leads. For a local business such as a plumber or HVAC specialist, the business will either succeed or fail thanks to the amount and quality of the leads.
And as we noted before, your closest competition may not be part of this program. This helps give you an edge when competing for local business, especially when prospective customers see that your business has a Google Guaranteed badge.
Becoming Google Guaranteed
Customers are naturally worried about hiring a plumber or an HVAC specialist. A good worker can make their house as good as new. But someone who does a bad job could end up causing thousands of dollars in damage.
That's where Google comes in. While their Local Services screening is pretty intense, it lets Google verify the quality of your business. And when you get a Google Guaranteed badge, it tells the world that your business has passed Google's intensive screening and verification process.
At the end of the day, it all comes down to trust. Consumers trust Google, and when they see a Google Guaranteed badge by the name of your business, they will trust you as well.
We generally think of Local Services as very distinct from PPC strategies or SEO strategies. The good news, though, is that it does wonders for your SEO.
Simply by being part of the program, your business will appear at the top of the search results alongside similar businesses. Getting to the front page like this boosts your visibility to local audiences.
And most of your customers are likely to be calling with some kind of emergency. In all likelihood, they were always going to call someone on the front page. By putting your own business on the front page, you significantly increase your chances.
Save Money With Verified Leads
If you're skeptical, you're probably asking yourself one question right now: "what's the catch?" You might expect such a useful program to also be very costly. In reality, though, Local Services can help your business save money.
It all comes down to what we mentioned before: you are only paying when a customer finds you via these ads and calls your business. And if you think the lead is not qualified for some reason, there is an easy dispute process to get your money back.
Paying only for qualified leads is much cheaper than paying for PPC. And once you see how effective this program is, you can save money by pumping less cash into some of your less effective marketing strategies and more into proven marketing methods.
The modern customer is skeptical of advertisements and company claims. Before they trust a company, they want to know what other customers have had to say.
This is what has made user reviews and social proof such an important part of modern business. And Google Reviews has helped lead the way when it comes to letting customers speak their mind.
With Google Local Services, you can feature reviews (preferably 5-star reviews) on your profile. This helps build trust in your business long before the customer reaches out to call you.
Google Local Services and You: What Comes Next?
Local Services is handy for plumbers and HVAC specialists who understand that every business and every customer is unique. And that's why it's important to find marketing gurus who specialize in your line of work.
We are digital marketing specialists who have one mission: to take your plumbing or HVAC business to the next level. To see what we can do for your business, reach out for a online marketing audit today!