Google Adwords / LSA

Paid Search Is One of the Quickest Ways To Get In Front of Customers

And Google's ad platforms gives you leads with the highest intent to make a purchase.

Paid search is the often the first step we recommend on the path to lead generation for local businesses. It puts you right at the top of Google, and can put you in front of the right people at the right time.

Well, as long as you have the budget, that is.

Google is one of the more expensive ad platforms out there, and some industries are really expensive. However, once your campaigns mature, it's one of the most reliable and scalable lead sources online today.

There are two primary platforms we use for paid search advertising for local businesses on Google. One of them is Google Adwords and the other is Google Local Service Ads. The one that works best for your largely depends on your industry and overall budget. Find out more below.

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Will Google Paid Search Work for My Business?

Google paid search options such as Google Adwords or Google LSA have a higher chance of working for your business under the following conditions:

#1 - You have a realistic per-day / per-week budget for your industry.

#2 - You target a healthy volume of high-intent keyword ideas where people are ready to take action.

#3 - You are running an ad that is sending people to a conversion optimized landing page.

#4 - You can effectively respond to and manage leads with great internal operations (sales, follow-up, booking, etc).

#5 - You have accurate tracking to understand your most essential advertising numbers. (costs, conversion rate, ROAS, etc)

#6 - You are able to adjust and tweak your campaign multiple times per week to optimize it.

#7 - You can make the math actually work in your favor. If it costs you $50 to get a lead, but a new customer is worth $850 and you're closing 3 out of every 10 leads, you're spending $500 to bring in $2,550 in revenue.

Google Ads vs. Google LSA

Looking to choose the right Google paid search platform? Quickly compare Google LSA and Google Ads below:

Choose Google LSA if: You are in a supported industry, have great reviews, and want very high intent reviews with minimal management. See Google's list of supported industries: Google LSA Supported Industries

Choose Google Ads if: You want to target specific services, outrank competitors for specific terms and ideas, or you've already maxed out your LSA or just want more leads from a second source.

If you can run both. Do it!

How Much Should I Spend on Google Ads or LSA?

For Google LSA, take the weekly budget you were thinking about spending to get leads, and at least triple it. So if you were planning on spending $500 a week on LSA, you should be spending $1,500 a week instead.

Why? Because Google LSA charges you per lead, not per click or per impression. The higher the budget (within reason) that LSA has to work with, the more potential leads you could receive.

For Google Adwords, it's a bit more complicated. Watch the video here to get a good understanding of how to stop guessing what your Google Ads budget should be.

How Long Does It Take to See Results with Google Ads?

Google Ads offers the fastest path to visibility. Your ads start appearing in the search results within 24 - 48 hours after launching them. However, true profitability with Google Ads typically comes 30 - 90 days after the campaign matures.

In the first month, Google gathers data and filters out junk searches. By month two, your campaign begins to stabilize itself. In month three, the campaign typically hits its peak efficiency and could even be ready to start scaling up.

This only happens if you perform the necessary maintenance - and don't make too many big changes to your campaign before it's had it's time to learn how to get results for your business!

How Long Does It Take to See Results with Google LSA?

The timeline for LSA  is the opposite of traditional ads. It can have a slower start but an immediate return once its active and running. You'll have to wait about 2 to 5 weeks while Google completes its background checks, license verification, and insurance reviews.

After this is done, your lead flow should be almost immediate. Since these leads are pay-per-call / message and high intent, most businesses see a positive return on their investment within the first 30 days of it being active.

The only downside is that Google LSA has been known to dry up without warning, and some industries are extremely competitive. You'll need to answer every call that comes in, respond to every message lead as soon as possible, and consistently get new Google reviews.

Even one missed call can impact your LSA's performance.

How We Help You Get More Leads With Google Paid Search

Google Adwords and Google LSA aren't "set it and forget it" strategies, and they require a well-researched plan before executing. This is one of the key reasons why campaigns fail, businesses quit on ads, too quickly or say they didn't work.

Paid search is Google's biggest money maker for a reason. We make sure every campaign we run goes through the following steps:

•   Understand your business, budget, and goals to determine if you are ready to run Google Ads. 
• Perform keyword and competitive research to get an understanding of what's working.
• Create and setup the entire campaign, including the targeting, offers, and ad copy.
• Create and configure conversions-driven landing pages.
• Track every conversion and metric that matters for understanding return on investment and performance.
• Monitor & manage the ad to maximize performance and your budget.
• Have regular reporting talks and discuss the appropriate time to scale ads for more results.