You should be thinking about the 2021 digital marketing strategies you will use for your Roofing company? Let’s talk about one of the bigger marketing channels recently launched by Google. The Google LSA (Local Service Ads) or the Google Guaranteed Program.
This is something huge to boost your roofing leads from Google. So, let’s dive in to see what it is, how to use it, and how your roofing company can benefit from it.
Google Guaranteed for Roofers
When you search for a roofer on Google, ads for local roofing companies offering the service your prospects need will appear. These ads are Google Local Service Ads (LSA). They appear at the top of the search results page in a horizontal 3-pack, showing customers your contact data, your services, and the cities you serve.
With Google LSA, roofers like you will only pay if a customer calls or contacts you through the messaging feature in the LSA App. Then, your budget is destined for people needing in your roofing services.
Through the Local Services Ads, Google is going beyond search.
A badge that online customers can see on your LSA ad describes this program. Only companies that pass a selection process earn this badge. By seeing it, customers will know that your roofing company is a reliable local roofing company that offers quality roofing services.
Also, if the customer is not satisfied with the quality of work, Google may refund them for the service, protecting the customer. It is a guarantee for the customers that use this Google service.
Google Testing Bidding in LSA
Since the Local Service Ads launching in 2015, Google set a fixed lead cost. Likewise, Local Service Ads show a business’ reviews by taking the data from its Google My Business profile. Companies with more reviews and better ratings will most likely convert better.
These features will remain with the bidding introduction. But now, a company profile will appear more frequently if it pays more for leads, maybe. There are other factors that can influence this as well.
On October 8th, Google started testing bidding in LSA. Then, on November 16th, they made a big change by officially introducing bidding in the Local Service Ads dashboard. For the roofing business, the set price was typically between $25 and less than $40, depending on your location. We will tell you how this will work now.
If you’re paying now around $29 to $32, that will be your minimum bid. The maximum bid can be 2.5 times this amount. That sounds to too high, right?
Yet, it does not mean that you will pay $75 for every lead. Here’s what I recommend you do. Let Google maximize your bid. So, you’ll only pay over what Google determines the next highest bid to be, but not the maximum value.
You’re going to pay more money for a lead most likely, but if you’re converting well, then it will be worth it.
Therefore, raising your bid help get you more visibility. Will it lead you to the number one spot? No, Google probably will keep you in a rotation.
The reason is simple. If you’re, for instance, 20 miles away from a potential client who makes a search, Google won’t make your company number one. Surely, it will be the roofer that’s the closest. Again, there are several factors that influence the search result Google serves its customer.
With bidding, a business sets a maximum value to pay within the LSA platform to get their profile shown more often. Of course, Google will benefit from this change since it will increase their revenue on this platform.
The average cost per lead may go up as bidding ramps up. However, not getting into this game will stunt your Local Service Ads account’s performance.
Converting high with your Google Local Service Ads dashboard
As another conversion element, this platform offers the ability to book leads inside of your Google LSA dashboard. You can save clients’ contact information like email addresses and phone number.
As a recap, what do we recommend about the LSA? Register on it, build your LSA profile and maximize your bid. Let Google do its job; it will place you in the best position. To optimize your profile, get as many reviews as you can. This is a huge conversion element.
Place some pictures of you and your team in there. People need to know how to contact you. So, your email and phone number need to be all over your website. Finally, let Google maximize the bid and monitor how your conversions increase.
This strategy will make valuable leads that will find your roofing company.
Every roofing company I manage is converting at a higher percentage with LSA over Google PPC ads. So, start now and take advantage of this great roofing lead source.
