How to Leverage SEO, PPC & LSA to Maximize Leads

by Danielle Bugel

Organic (SEO), Google Ads (PPC), Google’s Local Services Ads (LSA) are three of the most powerful tools available to businesses for generating quality business leads. When used together, these three tactics work in harmony to produce the most robust lead volume from prominent placement on Google’s first page. Combining SEO, PPC, and LSA provides business owners with the quintessential trifecta in marketing strategies.

SEO is Your Valuable, Long-Term Marketing Strategy

Organic SEO is the process of optimizing a website for higher rankings on search engine result pages (SERPs). This includes optimizing the website’s content, structure, and coding. By optimizing a website for organic SEO, businesses can increase their visibility on SERPs, which leads to more organic traffic and leads.

Benefits of Organic Marketing:

  1. Increased visibility: SEO helps to increase your website’s visibility in search engine results pages (SERPs), which can result in more clicks and traffic to your website.
  1. Cost-effectiveness: SEO is much more cost-effective than paid search engine marketing (SEM) campaigns.
  1. Long-term results: SEO efforts will generate long-term results, as opposed to short-term results from paid campaigns.
  1. Improved user experience: SEO can help to improve user experience on your website, as it is based on relevant content and keyword optimization.
  1. Brand recognition: SEO can help to increase brand recognition, as it increases your website’s visibility and helps to build trust with your target audience.

Get Exclusive Leads Fast with Pay Per Click Ads

Google Ads is an online advertising platform that allows businesses to target potential customers with their ads. Businesses can use Google Ads to reach potential customers through search engine results, websites, and apps. With Google Ads, businesses can target customers based on their interests, demographics, and location. This allows businesses to reach the right audience with the right message.

Benefits of PPC Campaigns:

  1. Targeted audience: Google Ads allows businesses to reach a broad audience and target potential customers based on their search queries.
  1. Budget control: Google Ads is a pay-per-click platform, meaning businesses only pay when a user clicks on their ad. This allows businesses to control their budget and only pay for the clicks that result in conversions. 
  1. Measurable results: Google Ads provides detailed reporting and analytics, allowing businesses to track the performance of their campaigns and optimize them accordingly. 
  1. Flexibility: Google Ads allows businesses to adjust their campaigns in real time, making it easy to test different strategies and optimize their campaigns for better results.

Pay Per Lead with Google Guaranteed

Google Local Services Ads are designed to help local businesses get more visibility on Google’s first page. These ads are specifically designed to help local businesses get more exposure, leads, and customers. Local Services Ads are placed at the very top of Google’s search results page, giving businesses prominent placement on the first page. Businesses are promoted with a “Google Guaranteed” badge which is earned by Google and stands out to potential customers.

Benefits of Utilizing LSA:

  1. Top placement on Google: LSAs appear prominently at the top of Google search results, making it easier for customers to find and contact businesses.
  1. Cost-effective: LSAs are a cost-effective way to advertise, as businesses only pay when a customer contacts them.
  1. Easy to use: LSAs are easy to set up and manage, with businesses able to control their budget and target specific areas.
  1. Quality assurance: Google screens all businesses that sign up for LSAs, so customers can be sure they’re dealing with reputable businesses.

Example of a Comprehensive Lead Strategy

The chart below demonstrates an example of how using all three vehicles to drive traffic yielded results for a new customer. This customer was new to the industry and did not have an online presence established. 

Starting with an organic lead generation program sets the foundation for long-term success and produces well-optimized landing pages for the PPC and LSA campaigns. Because rankings take many months to climb organically, Mr. Steam opted to run a Google Ads PPC campaign for immediate results while undergoing the process of becoming verified for its  LSA account. 

LSA is a fantastic option for those who have the fortitude to undergo Google’s rather rigorous process and submitting to a background check will reap the rewards of generating quality leads less expensively than through their PPC program.

The Marketing Trifecta for Service Contractors

There are other marketing and brand awareness efforts that can be and should be considered when looking into the digital marketing of a business. TikTok, Instagram, Facebook, and others are tools that can propel a business and establish digital dominance in an industry. However, for service contractors, the gold standard leads. Generating calls, texts, and emails from interested consumers is the key performance indicator for success, and 99 Calls has found that these three tools produce the most fruitful results.

99 Calls produces superior results for businesses using organic SEO, Google Ads, and Google LSA by leveraging a combination of best practices, data-driven insights, and innovative technology.

This is done by starting with comprehensive keyword research and analysis to identify the most relevant and high-performing keywords used when consumers search for services. Next, content is created that is optimized for those keywords. A variety of tactics are used to increase visibility and rankings in organic search engine results.

Our Certified Ads Specialists leverage Google Ads to create campaigns that are tailored to the needs of each business. They use advanced targeting and optimization techniques to ensure that the ads reach the right audience and drive the best results.

The Lead Team at 99 Calls uses Google’s Local Search Ads (LSA) to target local customers and drive more qualified leads to a business’s website. They use data-driven insights to create campaigns that are tailored to the needs of each business and optimize them for maximum performance.

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