Growing an electric service company, or any home service company for that matter, in today’s competitive market requires more than just relying on organic search traffic. In this blog, we’ll highlight how this local electric service company in Independence, MO, Edwards Electric LLC, turned their business around when they expanded from an organic-only approach to leveraging Google Ads then, later also including Local Services Ads (LSA) as part of their lead generation strategy. This change helped them gain more visibility in the search engine results page (SERPs), thereby resulting in a much greater lead volume.
Why Organic Alone Wasn’t Enough
For many service-based businesses, organic search is essential, but it has its limitations. While organic search can build trust and branding through high-quality content and local SEO, it doesn’t provide the quick results needed for business growth and a steady lead volume.
Additionally, organic rankings can fluctuate causing shifts in website traffic. As a result, Edwards Electric recognized that diversifying their approach could stabilize their lead flow and open more avenues to reach their customers.
How Google Ads Fueled Growth
When Edwards Electric LLC added Google Ads to their strategy, they noticed a significant increase in their lead volume. With a well-researched, targeted Google Ads campaign, they were able to reach customers who were actively searching for electrical services.
Here’s how Google Ads gave Edwards Electric a competitive edge:
- Targeted Keywords: Google Ads allowed Edwards Electric to target specific keywords within areas they prefer to serve, such as “emergency electrician near Independence, MO” or “circuit breaker repair service.” These keywords aligned with customers looking for those services NOW, driving quality leads.
- Budget Control and ROI: One of the main advantages of Google Ads is the flexibility it offers for budget control. Edwards Electric could start with a smaller budget, testing various campaigns to maximize returns. With clear tracking on Google Ads, they saw which campaigns performed well, and could make adjustments in real time.
- Increased Brand Visibility: Running Google Ads kept Edwards Electric at the top of the SERPs, even if organic ranking fluctuated. With both paid and organic presence, they effectively captured customers who may not have noticed them otherwise.
While Google Ads consistently generated a steady stream of high-quality leads, the cost per lead could add up over time. Edwards Electric wanted a solution that maintained visibility but at a lower price point, which is where Local Services Ads (LSAs) came in as a cost-effective supplement.
How Local Services Ads Boosted Local Credibility
Adding Local Services Ads (LSAs) allowed Edwards Electric to gain prominence at the top of local search results. This was especially important in reaching customers within their service radius who needed a local, trustworthy electrician. Here’s how LSAs boosted their growth:
- Trust Factor with Google Guaranteed Badge: LSAs offer businesses a “Google Guaranteed” badge once they’ve completed Google’s list of verification items, indicating they’ve been vetted by Google, which reassures customers. This badge helped Edwards Electric to build immediate credibility with potential clients, showcasing them as a safe and reliable choice.
- Direct Lead Generation: LSAs connect customers directly with service providers via “call” or “message” buttons. By utilizing LSAs, Edwards Electric received qualified leads that were ready to take action, as these customers often needed immediate assistance. This led to high-quality leads and boosted their conversion rate.
- Local Targeting and Ranking Factors: The LSA format also considers proximity, customer reviews, and responsiveness, giving Edwards Electric a boost over competitors who may have relied only on organic. Since Edwards Electric focused on keeping their “Message leads” feature active and responded promptly, they were rewarded with more visibility in local search results.
The Power of a Combined Strategy
The combined strategy of using Google Ads and Local Services Ads in addition to organic SEO has been a game changer for Edwards Electric LLC. With Google Ads, they attracted high quality leads in targeted areas, and with LSAs, they established their credibility and captured high-intent local customers. The combination of these platforms allowed them to significantly increase visibility in the SERPs and create a robust lead funnel.
For Edwards Electric LLC, the results were undeniable. By supplementing organic traffic with Google Ads and LSAs, they witnessed accelerated growth and built a steady flow of leads that simply wasn’t possible through organic search alone.
This chart below shows the lead volume each lead generation channel produced for Edwards Electric plus the combination of all of them from June 2024 through October 2024.
Key Takeaway
Relying only on organic search can make a business vulnerable to changes in the market, so diversifying is key for stability and maximum visibility. Adding Google Ads can accelerate your business growth with the right keywords and optimized Ads campaign. Adding Local Services Ads (LSAs) also builds trust, as the Google Guaranteed badge reassures clients and can increase conversion rates. Google Ads and LSAs target customers who are actively looking for services, bringing in qualified leads faster than organic search alone. Using both paid ads and organic strategies helps businesses stay visible and memorable, keeping them top-of-mind for potential clients.