How To Supercharge Local SEO With Branding

You have read up on local SEO, done your keyword research, and optimized your website for search engines.

All good! But… why isn’t the search engine ranking for your local service business skyrocketing?

The truth is, your competitors are getting SEO savvy too. Everybody is chasing after the same keywords and reading the same how-to articles.

Now, we’re not saying don’t get your SEO ducks in a row – that’s the absolute minimum you need to do to thrive in today’s competitive market!

After all, your online traffic could suffer dramatically if you don’t get onto the first page of Google since 90% of searches don’t go past the first page of search results.

Meanwhile, spending a lot of money on ads may get you temporary results but they’re not nearly as cost-effective in the long-run as optimizing your website for organic searches.



However, simply doing the basics is no longer enough to help you stand out from a large pool of service providers in local search results.

How can you capture the attention of your potential customers… and Google?

Turns out, they’re not that different!

Google considers user behavior as a signal of relevancy and uses it as a ranking factor, so what works for your audience will work for Google too!

How do people decide that they can trust a product or service provider?

In today’s crowded marketplace, we don’t have time to compare and research every single product or service. We take a shortcut by choosing those that we recognize.

We take a recognizable brand as a shorthand that we can trust the product or service. Have you noticed that when you’re looking for a product online, you often type in a brand name instead of the generic name? (E.g., Band-Aid, not self-adhesive bandages.)

When a website gets a high amount of brand queries (i.e., people use the brand name in their searches) compared to their competitors, Google takes it as a signal that it’s preferred over the others.

Since consumers prefer and search for brand names, Google gives them higher priority for all the terms they’re optimized for. As such, Google considers these sites to be more relevant and therefore, will rank them higher in relevant search results.

So, what can you do to build a brand for your local service business?

How To Create a Successful Brand For Your Local Service Business

First, keep in mind that establishing your brand is a long game. It’s not about making immediate sales.

The goal is to stay top of mind and position yourself as an expert. You want people to recognize your brand, remember it, and trust it. So when they need the services you provide, they’ll search for your business name.

Here’s how to build a brand that’ll capture the attention of your prospects and Google alike:

1. Choose a Unique And Memorable Business Name

If people can’t remember your business name, they won’t enter it into Google, right?

Your business name should be easy to recall and hard to misspell. For example, if you print out the website URL on a poster or say your URL on a radio ad, will your prospects be able to remember it clearly and spell it correctly?

When naming your business, also consider the names of your competitors. For example, if your business name is very similar to that of more established competitor, you’re likely to lose out on the SEO ranking.

In addition, include keywords in your brand name or URL if possible. This will not only aid recall but also signal to Google that your website is relevant to the search terms.

2. Deliver Great Services And Leverage Word Of Mouth

Providing outstanding services is the key to getting known for your expertise and building a stellar reputation that’ll benefit your business for years to come.

If you deliver great results, then your existing customers are likely to look you up online when they need your services again. Or they’d share their experience with others, who’d then search for you online. As a result, your brand queries will increase and Google will take notice.

Also, leverage the power of word of mouth by asking your happy customers to post online reviews about your business. This will increase your brand’s visibility on third-party sites, build brand recognition, and boost your credibility.

3. Create Value And Share It Everywhere

Creating value is one of the best ways to build trust and nurture relationships with your prospects and customers.

Publish relevant and helpful blog articles regularly (e.g., once a week) and don’t skimp on the promotional efforts. Share the content with your email list and on social media to build credibility while driving traffic back to your website.

You can also create videos to engage viewers and build a personal connection. It also helps you get found on YouTube and leverage the increasing popularity of video content on social media (e.g., Facebook, Instagram.)

Select topics that allow you to showcase your expertise. Focus on helping your audience solve their problems rather than talking about your services – nobody wants to watch a 5-minute infomercial!

4. Engage With Your Community

As a local service business, you can enhance your brand by building relationships with the local community online and offline.

Participate in and/or sponsor local events and take advantage of the in-person interactions to build rapport with prospects. Take photos and videos then share them on your website, email newsletter, or social media to boost your local presence.

You can also join online neighborhood communities, such as Nextdoor, in which you can participate in conversations, add value, and become a trusted resource for topics in your area of expertise.


Establishing a unique and memorable brand can help you create a virtuous cycle that drives more traffic and improves your search engine ranking.

Of course, just building a brand and driving traffic isn’t going to bring you customers. You also need to dial in your lead generation and lead nurturing strategies to progress prospects down your sales funnel.

That’s why a lead generating website is such a critical component of SEO – when you drive traffic to your website, you want to get the highest ROI by capturing visitors’ information so you can follow up and close the sale.

Here at 99 Calls, we not only help you drive high-quality traffic but also build an optimized lead generation website to optimize your conversion rate. Learn more and request a free demo here.


Grow Your Local Service Business With Multi-Channel Marketing

Is there a “right” marketing channel for promoting your local service business?

The truth is, it’s no longer enough to use just one or two marketing channels. Consumers are interacting with brands across a variety of platforms at different stages of their customer lifecycles and they expect to do the same with local service providers.

How can you be “everywhere” and meet your customers where they are?

What’s Multi-Channel Marketing?

Multi-channel marketing is the strategy of communicating and interacting with prospects and customers across a variety of channels, such as website, online ads, social media, direct mail, email, mobile app, print ads, etc.

It allows you to stay accessible to your target market and deliver your marketing message in the right place and at the right time.

Why Multi-Channel Marketing Works For Local Service Businesses

If you’re wondering whether it’s worth the effort to establish a presence on a variety of marketing channels, consider these benefits of multi-channel marketing:

  • More than 70% of consumers look up businesses in three or more channels before making a purchase. It’s important that prospects can find your information on the platforms of their choice.
  • Being present on multiple channels will allow your information to be found by more prospects.
  • People need to see a marketing message more than 10 times for it to have a long-term effect. Showing your ads on multiple channels increases exposure, reinforces your brand image, and helps you stay top of mind.
  • Different channels have different advantages. For example, digital channels can deliver personalized promotions in real-time while offline channels are effective for building brand awareness.

The Most Effective Marketing Channels For Local Service Businesses

The next question, of course, is which channels to use. Here are the marketing channels most suitable for local service professionals:

Organic Search (SEO)

Did you know that 97% of consumers search online for local businesses? Getting found on relevant local search results by optimizing your website for SEO is one of the best ways to reach more prospects.

While Google is the most popular search engine, don’t forget to consider other platforms such as Bing and Yahoo.

Of course, driving traffic is only the first step. You also need a well-designed lead generation website so you can capture the leads and turn them into clients.

Relate article: Top SEO and PPC Trends For Local Service Businesses, Google E-A-T: the Key to Improving SEO For Your Local Service Business

Online Advertising

PPC ads allow you to set up highly targeted campaigns that are shown to prospects located in your service area and triggered by specific keywords in their searches. They can drive high-quality traffic that’s most likely to engage your services right away.

To optimize your PPC campaigns, you need to select the right keywords, target the right audience segment (e.g., by location, demographics, etc.), and optimize your bidding strategy.

Besides typical text ads, you can use Google Local Services Ads (LSA) to get your information shown in “position zero,” above all other paid and organic search results to capture searchers’ attention and generate more clicks.


Related articles: How To Dominate First Page Of Google Search Results, How To Increase the Effectiveness of Your Local PPC Ads

Third-Party Review Sites

Consumers trust online reviews as much as they trust recommendations from friends and neighbors. Establishing a positive online reputation on review sites (e.g., Yelp, Google, Facebook, Better Business Bureau) can help you attract prospects and increase conversion rate.

Since these sites have high domain authority (aka, “Google juice”,) your listing is more likely to appear close to the top of search results while the backlink to your site will help boost your SEO.

Start by claiming your business listing and optimizing your business profile on these sites. Then, implement an online review strategy to get happy customers to post reviews and manage your online reputation.


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Related article: How To Leverage Online Reviews To Grow Your Local Service Business

Online Communities/Local Listings

Target prospects in your service area, establish a local presence, and build relationships with the community by using sites such as Craigslist and Nextdoor.

These platforms give you a no- or low-cost way to reach the local community. You can get in front of prospects that are searching for the particular service you provide or build trust with your target market.

Due to the different nature of these sites, they have varying guidelines. Follow the rules and develop a strategy for each platform so you can reach the right audience with the most appropriate messaging.

Related article: How To Generate Leads For Your Local Service Business on Craigslist and Nextdoor

Lead Generation/Pay-Per-Lead Services

Platforms such as HomeAdvisors, Thumbtack, CraftJack, etc. connect local businesses with customers that are looking for service professionals in specific geographic areas.

These services vary from one vendor to another, e.g., pay-per-lead vs. monthly fee; exclusive vs. shared leads; verified vs. non-verified leads. You should select the type of service based on your needs, budget, and resources.

Here are some top lead generation sites for plumbers, painter, electricians, HVAC contractors, handyman, and carpet cleaning services.

Email Marketing

Email marketing is one of the most cost-effective ways to nurture customer relationships, increase credibility, stay top of mind, and build loyalty. In fact, it’s almost 40 times more effective than Facebook and Twitter combined in customer acquisition!

Sign up for an email service (don’t send email campaigns from your personal email account!) to ensure high deliverability and leverage various features such as mobile-friendly templates, automation, segmentation, and analytics to optimize your results.

Use emails to share valuable content, deliver personalized offers, and ask for reviews. Be consistent with your mailing schedule to stay top of mind and nurture relationships with your subscribers.

Related article: How To Use Email Marketing To Promote Your Local Service Business

Social Media

Since most consumers are already using social media (e.g., Facebook, Twitter, LinkedIn, Instagram) to connect with friends and ask for recommendations, you should make it easy for prospects to look you up and interact with you on these platforms.

Set up a business page and complete your company profile. Research local keywords and use the appropriate hashtags to increase exposure to users in your service area.

While you can use PPC ads on social media to promote your services, don’t forget the “social” part! You should focus on interacting with your followers, increasing engagement, and building relationships on these platforms.

Mobile Apps and Text

More consumers are interacting with businesses and making purchases via their mobile devices. Mobile apps, messaging apps, and SMS are great ways to reach prospects and customers in real-time to deliver the right message in the right place and at the right time.

SMS messages have a 98% open rate and you can also use it to boost engagement on other channels (e.g., email.) Meanwhile, mobile apps allow you to send push notifications and leverage other mobile-specific features (e.g., geo-fencing, autofill) to improve customer experience and increase sales.

Offline Channels

There are many offline marketing channels you can use to increase brand awareness and build relationships with your customers, such as:

  • Local events: boost your local presence by hosting or participating in community events. You can use the opportunity to showcase your services, build your email list, and get prospects to connect with you through other online channels so you can continue building relationships.
  • Direct mail: done strategically, direct mail has almost 4 times the open rate when compared to email. Choose the right kind of format that’s appropriate for your budget, offerings, and target audience. Don’t forget to write engaging copy to drive conversion.
  • Signage: vehicle decals, yards signs, branded apparel or products, billboards, local print ads, and posters are just some examples of signage you can use to build a local presence and increase brand awareness. Include your website URL or a QR code whenever appropriate to drive traffic to your website and capture leads.
  • Yellow Pages: you can claim a listing for free or pay a small fee for a highlighted listing (which is different from an ad.) The fee depends on your location and you can also get priority listing on YP’s online directory.

Keys To Multi-Channel Marketing Success

Multi-channel marketing is highly effective since you can create synergy among the different touch points to amplify results. Here’s how to make the most of your multi-channel marketing efforts:

  • Research about your audience to create the most effective marketing message and offers.
  • Choose the right channels to meet your target market where they’re at.
  • Be consistent with your brand image and messaging across all channels to deliver a seamless customer experience.
  • Integrate your campaigns across channels to increase engagement and exposure.
  • Use retargeting ads (e.g., on Facebook) to show specific offers to prospects who have already visited your website.
  • Use both online and offline channels to enhance each other for a seamless customer journey.

You should have a lead-generating website to which you can direct online traffic and capture prospects’ information. This will allow you to continue to build trust and nurture relationships through other channels (e.g., email.)

Last but not least, track your traffic source and conversion rate to see which channels yield the best results so you can focus your budget and efforts.


How To Design and Use a Logo To Market Your Local Service Business

There are many things to juggle when you’re running a local service business (e.g., painter, plumber, electrician, cleaner) and designing a logo may not be at the top of your to-do list.

However, a well-designed logo is a key component in your marketing toolkit. It helps you establish a consistent presence in the community and become instantly recognizable to prospects and customers.

Here’s what you should know when creating a logo for your local service business:

Why Should You Have a Logo?

In today’s crowded marketplace, a standout logo design can help you capture prospects’ attention while communicating your brand value and expertise effectively.

Here are some benefits of using a well-designed logo in your marketing:

  • Create a strong first impression: Americans are exposed to 4,000 to 10,000 ads each day and brands have just 2 seconds to pique prospects’ interest. A visually appealing logo builds brand awareness and increases brand recognition so you can stand out from your competition.
  • Deliver a consistent customer experience: a logo creates a sense of familiarity that builds trust and fosters customer relationships. A consistent brand presence also helps improve customer loyalty and retention for your service business.
  • Enhance brand recognition across customer touch points: most prospects and customers will interact with your brand online and offline. When you use a logo on the various online platforms (e.g., website, social media, online directories, review sites) and offline marketing materials, you can establish a consistent presence that builds brand awareness and reinforce your brand identity.

DIY Logo Design For Your Local Service Business

If you want to take a stab at creating your own logo, follow these steps to set a solid foundation for the design process:

  • Get inspiration from logos of other businesses in your industry.
  • Consider your ideal customers’ preferences and use design elements that speak to the target market. E.g., what represents “expert” or “trustworthiness” to them?
  • Express your message and brand identity in the logo design.
  • Make the logo clean and functional – it should be scalable, easy to reproduce, memorable, and distinctive.
  • Use production-friendly color options. E.g., a five-color logo may look great but the printing cost will be very high.
  • Consider how your business name affects the layout of the logo.
  • Illustrate the key benefits of your services with graphic elements.
  • Avoid using clip art and trendy looks.

There are many online “DIY” logo design tools you can use to create your logo. When selecting a logo maker, consider its usability, variety of templates and design elements, customer support, downloadable file formats, and the availability of other branding tools (e.g., business card template.)

Here are some of the top online logo design services:

  • Vistaprint Logo Maker – https://www.vistaprint.com/logoMakerService: choose from a variety of general logos and then customize as you wish for only $20.00. Of course, Vistaprint will try to upsell other products, but if you want business cards, letterhead, or even shirts, or pens, this is a one-stop shop.
  • LogoMix – https://www.logomix.com/step1: similar to Vistaprint, LogoMix offers a large variety of semi-customizable logos for $39.95, though they often have promotions to lower this price. And like Vistaprint you can get your new logo printed on all kinds of merchandise.
  • BrandCrowd – https://www.brandcrowd.com/: for more variety, have a look at BrandCrowd. BrandCrowd lets you design logos online starting at $45, or if you wait a day or two, you may get an email for a discounted rate.
  • DesignCrowd – https://www.designcrowd.com/: get a custom designed logo starting at $109. If you know what you want and willing to pay for it then consider DesignCrowd for that custom design.
  • FreeLogoDesign: choose from a variety of logo templates and create your logo with its user-friendly editor. The free plan gives you a 200×200 pixel transparent PNG file and for $49, you’ll get high-resolution files (PNG and JPG), a resizable SVG file, the ability to update and re-download, and the option to add on a social media kit.
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  • Canva: use your own graphic elements, choose from its range of logo templates, or design from scratch with the easy-to-use, drag-and-drop interface. The entire process is free if you use your own images and graphic elements. Otherwise, use Canva’s free elements or access the premium graphics for just $1. You can download the design in popular file formats or invite others to collaborate with you on the platform.
  • Tailor Brands: streamline your branding process with this comprehensive toolbox. Besides logo design, you also have access to business card tool, branded business deck, presentation template, and more. The Basic plan costs $3.99 per month and Standard plan is $9.99 per month. If you cancel the subscription, you still keep the rights to the assets.
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  • 99designs : create a “contest” and choose from a variety of concepts submitted by multiple designers. You’ll then provide feedback and hone your favorites before choosing a winner. The Basic package starts at $299 and you’ll get production-ready files for your other branding projects.

How To Apply Your Logo To Your Marketing Materials

A logo is a “visual shorthand” that helps enhance your local presence and make your brand instantly recognizable to clients and prospects.

Here’re how you can leverage your logo to reinforce a consistent brand image and promote your local service business:

  • Put the logo on your online properties, such as website, email newsletters, and mobile app. Use the logo design (e.g., color palette, font) to inform the look and feel of these customer touch points.
  • Use the logo as the avatar and/or cover photo for your company’s social media profiles, e.g., Facebook business page or YouTube channel, to build a consistent omnichannel presence.
  • Upload the logo to your online directory listings and profiles on third-party review sites (e.g., Yelp, Google, BBB) to increase brand recognition.
  • Put the logo on t-shirts and have your employees wear them when they’re on the job. This will not only make them your “walking billboards” but also reinforce a sense of professionalism.
  • Create items such as magnets, pens, mugs, etc. with your logo and contact information to give to your customers.
  • Apply the logo on decal or vinyl wrap for your vehicles to augment your brand’s local presence wherever you go.


A well-designed logo is a key component in your branding and marketing strategy. It helps you stand out from your competition and attract the right clients to your business.

When used in all the customer touch points, a logo helps you bridge your online and offline presence, stay top of mind, and reinforce relationships with your market.

Don’t forget to leverage the brand recognition you have built up to drive traffic to your website and capture prospect information with an optimized lead-generating website so you can follow up and close the sale.


How To Optimize Your Local Business Website For Voice Searches

As a local service business (e.g., painter, plumber, electrician, landscaper), you may wonder how you should focus your marketing resources to get more leads and generate more sales.

You probably know by now that most people search online for… pretty much anything! In fact, 97% of consumers go online to find a local business.

SEO marketing isn’t news but here comes the plot twist – voice search!

Did you know that 58% of consumers have used voice search (e.g., Alexa, Siri, Google Home) to find local business information within the last year while 46% of voice search users look for a local business daily?

Not to mention, an increasing number of consumers are using mobile devices to look up local businesses and voice searches now account for 20% of all mobile searches.

In order to get your local service business found by high-quality prospects that are ready to hire a professional like you, it’s becoming more important to get featured in voice search results.

The biggest challenge, however, is that voice searches only deliver the top ranking results. Businesses that can get to “position zero” in relevant search results have a much better chance of being mentioned in voice searches.

It’s, therefore, more important than ever to get your SEO ducks in a row so your website gets top rankings in relevant local search results.

Here’s what you can do to move the needle for your local SEO ranking:

1. Format Your Content For Featured Snippets

Google’s featured snippets (or answer boxes) are prominently displayed in “position zero” of SERPs and used as answers in many voice searches.

To format your content so it’s shown as featured snippets, you should use the appropriate header tags, include relevant long-tail keywords in the headers, use lists or short paragraphs of text, and put data in tables.

Also, keep the content for featured snippets concise – the most common length is just 40 – 50 words long.

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2. Create Content Based On Commonly Asked Questions

Consumers’ search habits have evolved dramatically since the days when users would type a bunch of keywords into a search box.

Today, searchers typically ask the voice assistance a question – just like they would to another human being. Therefore, your content should be written conversationally based on natural language questions.

Research how your ideal customers phrase their queries and identify the long-tail keywords they’d use when asking questions related to your topic of expertise and the services you provide.

For example, you can survey your customers, read social media posts, and look at customer reviews to find out the relevant key phrases to incorporate into your website content.

3. Increase Prominence With Online Reviews

Getting listed on Google’s local pack and having favorable star ratings gives you a better chance of being featured in voice search results.

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Claim your listings in online directories and ask customers to rate your business on third-party review sites (e.g., Yelp, BBB) to increase your business’s prominence. In addition, boost your credibility and improve your SEO by getting your business mentioned in the local press or publications.

Don’t leave your online reputation up to chance – manage it proactively by optimizing your online profiles, responding to comments or reviews, and implementing an online review strategy to get more good reviews.

4. Optimize Your Website For Mobile SEO

Since Google has implemented mobile-first indexing, websites optimized for mobile user experience tend to get ranked higher in search results.

To improve mobile SEO, you should use a responsive website template, optimize all the assets, remove unnecessary images, and reduce site load time. Also, ensure that all the content is legible on the small screen and keep your content concise since most mobile users want to get quick answers while on the go.

In addition, you can leverage mobile-specific features, such as tap-to-call, location services or geo-fencing, and autofill to further streamline user experience while making it easy for prospects to get in touch with you.

5. Include Local Information

To increase the relevance of your content, incorporate local information, keywords, and verbiage to signal proximity to search engines so your website will more likely be featured in voice search results (e.g., when users ask questions such as “[ service ] near me.”

Insert local key terms into the title and meta description tags and use long-tail keywords to delineate the content topically and geographically. Put the local keywords as close to the beginning of a tag as possible to avoid it being truncated in search results.

Keep your website fresh by publishing timely local content. For example, a landscaper can create blog posts on topics related to the local weather conditions and how it affects plants.

If you’re sponsoring or participating in local events, publish a write-up on your blog. You can also piggyback on local news events and share insights related to your area of expertise.

6. Keep Your Content Focused and Simple

Piling on keywords is no longer the best way to get ranked in search results. Instead, focus on a small list of keywords that’d make the most impact on your ranking.

You should also understand the search intent of your ideal customers so you can target search terms that are not only relevant but also match the searchers’ customer journey.

In addition, you can append modifiers to common keywords associated with your services (e.g., “best plumber in [ city ]” or “top electricians in [ town ]”) to match the way many consumers phrase their queries.


The popularity of voice searches presents a great opportunity for local businesses that can rank high in search engine results.

The key is to stay current with the latest SEO best practices so you can consistently improve your website, content, and online presence to get the top rankings in relevant search results.

Also, ensure that your website is set up to turn the online traffic into leads so you can maximize the ROI of your marketing budget.

Sounds like a lot of work? We get it.

That’s why here at 99 Calls, we stay up-to-date with the latest in Local SEO marketing and Local PPC advertising so you can focus on servicing your clients and doing what you do best.

We help local service area businesses, not only get found online by high-quality prospects but also ensure that they have a highly-optimized and mobile-responsive lead generating a website to maximize conversion rates.

Learn more about our Local SEO and Local PPC services or request a demo to see how 99 Calls can help you get more leads.


Top SEO and PPC Trends For Local Service Businesses in 2019

As a local service provider (e.g., plumber, contractor, electrician, landscaping service) you may find it rather challenging to keep up with the many changes that Google has recently introduced to both its advertising platform and search algorithms.

With limited time and resources for SEO marketing and PPC advertising, what should you do to make the most of your budget?

What are the most impactful tactics you can use to move the needle?

Google has developed many new features to support local businesses and help them get found by potential clients. It’s therefore important to understand the latest SEO and PPC trends so you can stay competitive and stand out from your competition in 2019 and beyond:

1. Optimize Website For Mobile Users

As more and more consumers are searching for local businesses on their smartphones, your website needs to be optimized for mobile devices.

In fact, 88% of consumers that search for local products or services on a mobile device call or visit a business within 24 hours. In addition, Google’s mobile-first indexing gives higher ranking to mobile-optimized websites in search engine results.

To boost your website’s mobile SEO, use a mobile-responsive template, remove interstitial popups, reduce page load time, optimize all assets (e.g., images,) improve the content’s legibility, use HTML 5 for video and animation (instead of Flash), and leverage mobile-specific features such as tap-to-call to enhance user experience.


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2. Optimize Content For Voice Search

50% of all searches will be voice searches by 2020 while 2 in 5 adults are already using voice search at least once a day. Not to mention, voice searches account for 20% of all mobile searches.

Since voice searches only present the top entries, it has become even more important to create content that will rank high in relevant search engine results.

To increase the chances of getting found on voice searches, you should create content based on commonly asked questions, write your copy conversationally, position and format the content to signal relevance (e.g., by using header tags and bullet points) keep the content concise, use long-tail keywords, and include local information or keywords.

3. Create Content Based On Google’s E-A-T Guidelines

Google’s most recent Page Quality Rating Guideline focuses heavily on E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness. It’s used as a ranking signal when determining a website’s position in search results.

Local service businesses can improve their E-A-T by publishing unique high-quality relevant information. You can also leverage relevant user-generated content to signal credibility and share personal experience or success stories to position yourself as the subject matter expert.

In addition, you can increase the trustworthiness of your website by getting listed and rated on third-party review sites, such as BBB (Better Business Bureau) and Yelp. You should also invest in your site’s technical security, e.g., by installing an SSL certificate and including trust seals on transaction pages.

4. Leverage AI-Driven Features To Optimize ROI

AI-driven technologies, such as machine learning and natural language processing, are used by many PPC platforms (e.g., Google and Facebook) to analyze user data and help advertisers optimize ad spend.

Thankfully, most of these platforms are doing the work for you so you don’t have to worry about parsing through an endless stream of data or purchasing expensive technologies.

For example, you can optimize conversion rates and ROAS (return on ad spend) with Google’s automated bidding feature, which adjusts the bids automatically based on real-time data. You can also leverage Responsive Search Ads (RSAs), which use machine learning technologies to optimize ad copy by showing contextual content and increasing the reach of your ads.

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5. Implement Customer-Centric Targeting

Customer experience will become an increasingly important factor that affects consumers’ decision-making process. In fact, 86% of consumers are willing to pay more for better customer experience.

PPC ads and SEO copy need to be audience-centric rather than keyword-focused. For instance, audience targeting (e.g., by geographic location) will take priority while search intent will be used as a factor to help deliver the most relevant information to searchers.


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Customer-centric targeting also gives you the opportunity to go beyond just making a one-time sale. You can also cultivate brand awareness and build brand affinity to stay top of mind – which will help you not only increase conversion rate but also improve client retention and boost customer lifetime value.

6. Don’t Overlook the Basics

Text ads are still one of the most effective formats in PPC advertising. However, one size doesn’t fit all when you’re using today’s sophisticated segmentation technologies, which allows you to deliver a highly personalized experience.

Create copy and tailor the CTAs of your text ads to speak to each audience segment (e.g., based on specific search terms or location) in order to deliver a coherent and highly relevant user experience that will help optimize ROI.

In addition, if you’re using responsive search ads (RSAs), make sure that all the headlines and descriptions can work well together regardless of how they’re combined to avoid a disjointed experience.

7. Use Remarketing Ads

Retargeting ads are highly effective in increasing click-through-rates and conversion rates. They allow you to reach prospects that have already visited your website and shown interest in your services.


For most businesses, Facebook and Google Display Network offer the greatest reach for remarketing campaigns. Just like any other PPC campaign, your ad creative should be aligned with the objective (e.g., drive conversion, build brand awareness) the users’ previous interaction with your business (e.g., the content of a page they have seen) and the landing page content to get the best results.

For example, for a visitor who has read about a particular service on your website, your ad should mention the same offering. This can help increase your conversion rate by delivering a coherent user experience.

8. Leverage New Features

PPC advertising platforms, especially Google and Facebook, are constantly rolling out new features to help advertisers generate more engagement from their ads.

Stay current with the latest ad formats and audience targeting options so you can increase the effectiveness of your ads.

In particular, ad extensions work well for local businesses. They allow you to include additional links, such as location extensions, call extensions, and site link extensions (e.g., to highlight your services) while increasing the real estate your ad occupies on the search results page without additional cost.


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9. Get Shown In “Position Zero”

Google has been creating more opportunities and offering more features for local business to get ranked favorably in search results.

You can gain more exposure to local searchers who are looking for your services by getting your ad onto “position zero,” which is above the regular text ads and organic search results.

For example, by claiming your Google My Business listing, your information can be displayed in the “local pack” at the top of search result pages. You can also place Local Services Ads (LSAs), which is Google’s pay-per-lead advertising platform for local businesses. It will put your ad at the very top of relevant search results, above other text ads and the local pack.


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Optimizing for local searches is the key to getting found by prospects looking for your services and generating more high-quality leads.

Besides getting your business ranked high on local search results and driving traffic, you also need to ensure that your website is set up to capture leads and generate sales. Otherwise, your SEO and PPC efforts will be all for naught.

That’s why here at 99 Calls, we not only help you rank high in search engine results with a mobile-optimized website and by getting listed on key review sites but also set up a lead generating website that’ll help increase your conversion rate.

Learn more about generating leads for your local service business or request a demo to see how we can help you maximize your online advertising dollars.


How To Survive the Next Recession As a Local Service Business

It’s the nature of the economy to be cyclical – it’s a matter of WHEN and not IF that a recession will happen.

Given that the economy has been expanding for a while, many experts predict that there will be a contraction in the not-too-distant future.

In fact, nearly half of U.S. CFOs believe that the nation’s economy will head into recession by the end of 2019 and 82 percent believe that a recession will have begun by the end of 2020.

As a local service provider, the health of your business is largely dependent on the economy. For example, when consumers have less disposable income, they put home improvement projects or non-urgent repairs on hold (duct tape, anyone?).

In order to ride out the next recession, you need to plan to survive and prepare to grow. There are opportunities during recessions if you set your business up for success.

Here’s what you can do to recession-proof your local service business:

1. Focus On Cash Flow

Cash flow is king and also one of the biggest concerns that keep business owners up at night.

Don’t wait till money gets tight before you scramble to improve your cash flow. Start implementing strategies that’ll help you increase cash flow now and make them part of your operating procedures:

  • Sell or retire excess and obsolete equipment.
  • Require a deposit to be made on large projects that take longer to complete or require you to outlay more cash.
  • For some B2B customers that can’t enter into a contract with an initial deposit, negotiate payment terms so you get paid in installments as work is being completed.
  • Incentivize your customers to pay quickly by offering a discount or penalizing late payment.
  • Consider a subscription model if your services are recurring in nature (e.g., landscaping, housecleaning).
  • Review your loans to see if you can renegotiate interest rates.

2. Cut Expenses

Increasing revenue is important but so is managing your expenses – which are the two sides of the same coin when it comes to your profit margin.

Make it a habit to review your expenses regularly so you’re not spending money on products and services that you no longer need. The better you’re at managing expenses, the less pressure you’ll be under during lean times. Here are a few tips:

  • Evaluate your operating costs such as staffing, rent, and utilities to see where you can trim the fat.
  • Adjust vehicle expenses – e.g., by using vehicles that consume less fuel.
  • Monitor supply cost and renegotiate when necessary.
  • Keep an eye on the advertising expenses to make sure you’re spending your budget wisely and optimizing the ROI.
  • Keep an eye on your insurance rate and insurance requirements so you can shop around for the best deal.

3. Minimize Fixed Cost

Overhead cost can be a big burden when business is slow and every penny spent can impact your bottom line.

Look for opportunities to minimize your fixed costs while turning as much spending into variable costs as possible so if you aren’t generating revenue, you don’t have to pay for the expenses. For example:

  • Review all your recurring expenses to see if they’re necessary or priced reasonably.
  • Brainstorm with your employees – they can offer different perspectives that could help you cut unnecessary spending.
  • Consider a pay-per-lead marketing service so you don’t have to pay a fixed monthly fee if you aren’t getting as many leads, which is normal during a recession.
  • Consider cloud-services (e.g., for bookkeeping, invoicing, scheduling, etc.), which allow you to purchase as much capacity as you need without paying a big upfront investment.

4. Plan For Different Scenarios

While you shouldn’t be pessimistic about the future, you should also make plans for various scenarios that could impact the financial health of your business so you can put the necessary measures in place to mitigate the impact. For example:

  • Expect more customers to pay their bills much later or fail to pay them at all.
  • Have a process in place and be proactive about collecting for late payments, particularly from B2B customers. Squeaky wheels get oiled until the oil runs out – be the first in line to get paid!
  • Plan to readjust your expenses and staffing. For example, you may choose to move to a smaller space and let go of some employees. You should identify the best team members who are pulling their weight and make an effort to keep them.
  • Put away some money every month. Businesses should have at least 6 months of operating cash in the bank to help ride out any rough patch.
  • Consider putting your business up for sale while the market is strong if you’re thinking of retiring in the next five years.

5. Start Marketing Now

When the recession hits, lead volume will decrease and competition will increase. As more service providers will be competing on price, you need to stand out by offering something in addition to great pricing. Start differentiating your business now by carving out a unique positioning.

Online marketing, such as SEO and content marketing, often takes a few months to gain traction. Don’t wait until your leads dry up before scrambling to figure out how to market your business!

Start trying out different marketing methods. Get leads from multiple channels and learn how to generate the best results now while cash is less scarce.

Keep in mind that marketing helps you stay on your prospects’ radar and build trust with them. It’s an investment that’ll pay off in the long run, so take on this upfront cost while you have the cash.

Here are a few things you should be doing right away:

  • Establish an online presence and increase credibility with high-quality marketing materials, such as a lead-generating website and videos.
  • Optimize your website content and use online ads to help you get found by prospects, drive traffic to your website, and improve your SEO.
  • Get great customer reviews on third-party review sites and social media, such as Google, Facebook, Yelp, and the Better Business Bureau (BBB).
  • Grow your email list with high-quality prospects and existing customers so you can stay top of mind and cultivate trust.
  • Experiment with local email marketing and text message marketing. These strategies require low initial investment and can yield high ROI when done right. To increase their effectiveness, start building your list now to accumulate thousands of local contacts that’ll keep you busy over a year or two so you can ride out the recession.


“The darkest hour is just before dawn.” During a recession, competitors that don’t make the cut go out of business. When the economy emerges from a recession, service providers that survive can expect faster growth and more profits thanks to an increase in demand and less competition.

If you set yourself up to ride out the recession, you can bank on making the most of the recovery!

This means you need to be marketing and stay top on mind during a recession. Keep in mind that the number of leads will decline in a recession and you can eliminate high fixed cost SEO by using a pay-per-lead, performance-based marketing service to keep your spending in check.

Start now and set yourself up for success. Once things slow down, it could be too late to pick up the momentum. Check out 99 Calls see how our exclusive lead generation can help your local service area business grow.


Myth: Low Cost SEO Is A Scam

99 Calls agrees that there are lots of ineffective SEO companies out there.

But we vigorously disagree that all low-cost companies are bad, or scams, and that all high priced companies are good.

We have heard many stories about small businesses being burned by high-cost SEO companies, and marketing companies in general.

However, 99 Calls has been very successful in promoting local service businesses online at low cost.

To understand how low-cost SEO can succeed and high priced SEO can fail, assume that it takes significant effort and time for SEO to succeed.

Effort is in the hands of people.

If the average person must put in 100 hours of effort to achieve a positive result, how can one do this work in 25 hours?

If the person doing the work is above average then, this is totally possible.

Research has shown that above average workers can outperform mediocre workers by a factor of 10 to 1.

So let’s look at above average personnel doing 100 hours of work in only 25 hours. How can they do that work in even less time?


Even in SEO, many tasks are relatively the same across different customers.

With a programmer behind the scenes, an SEO company can automate repetitive tasks.

Posting a photo or article to a website, and social media?

One can login to each site separately and upload and post content and then send the customer an email to confirm the work was done.

Or our above average performer can do it in half the time by using software to automatically post content on the website and social media and send a confirmation email.

With sufficient automation, human effort is cut in half again.

Our above average SEO person is doing 100 hours of work in 12.5 hours.

Strategically, when cost is a concern, one will lean towards keeping things simple and streamlined.

Simple is economical.

Ferraris are fancy and cool, but Hondas are affordable, practical, and economical and both provide transportation just as well.

In fact, the Honda actually does a better job at transportation since it can hold 4+ passengers, get better gas mileage with lower maintenance costs.

The point being that with SEO and lead generation, many fancy and complicated things do not matter, or worse, have a negative impact on ROI.

Why pay for a fancy website for a new plumbing company with fancy video and appointment scheduling and elaborate graphics, when a relatively simple website will rank just as well or perhaps better.

Fancy sites load slower and Google likes fast sites.

High price SEO companies often excel at creating fancy websites, which helps justify a higher price but doesn’t result in higher rankings or more customers.

Assuming the high priced SEO company is billing for a fancy website and other non-essential features, let’s also assume that a more economical SEO company could produce a simple yet effective website in half the time.

This brings the 100 hours down to 6.25 hours.

What does this mean in cost?

Let’s say a high priced SEO company charges $100/hr, whether you know it or not, and probably not, being most companies like to charge by project than hourly.

They’ll charge $10K to do this project.

So how much does the SEO company with the above average performer using automation and focusing on essentials need to charge?

Well, they only need 6.25 hours and only need to charge $625.

Heck, they may even need to pay their above average personnel a bit more so it may cost $950.

Big difference between $950 and $10,000.

High priced SEO companies may be high priced because they are inefficient (or have high-cost salespeople, but that’s a different topic).

And a low priced SEO company may just happen to be highly efficient and cost-effective.

We’ve all heard “you get what you pay for”.

And we’ve all heard “a fool and their money are soon parted”.

In SEO, it can be hard to know which case applies.

How does one know?

Check reviews.

Talk to references.

Avoid contracts.



How To Use Email Marketing To Promote Your Local Service Business

As a local service business, keeping in touch with your customers is the key to generating more revenue and retaining more clients.

But you may wonder, what’s the most cost-efficient way to promote your business without a large marketing budget?

Turns out, email is the “oldie but goodie” that can help you generate more sales without costing an arm and a leg.

The Benefits Of Email Marketing For Local Service Business

Did you know that 91% of consumers like to receive promotional emails from businesses they have relationships with?

Meanwhile, email is almost 40 times more effective than Facebook and Twitter combined in customer acquisition.

Email marketing can help you build trust, nurture customer relationships, increase credibility, stay top of mind, improve client acquisition and retention rates, increase brand awareness, drive website traffic, and get more referrals.

In addition, email marketing is relatively low-cost and easy to get started. It works on all devices and allows you to communicate with your customers so you can learn more about the market.

Not to mention, by promoting the right offer to the right audience, you can generate immediate results and get a revenue boost with minimum effort.

How To Promote Your Local Service Business With Email Marketing

Your email marketing should focus on building trust and relationships by delivering the right content to the right audience in the right place and at the right time.

Here’s what you can do to get the highest ROI:

Use Mobile-Friendly Templates

As more consumers are reading emails on their smartphones, you should make sure that your subscribers are able to read yours on their mobile devices and take action right away.

You can include a call-to-action with a phone number so recipients can call you with one tap. If you’re linking to your website, make sure it’s mobile-optimized to deliver a seamless user experience.

Most email service providers offer mobile-friendly templates so you don’t have to reinvent the wheel. Don’t forget to send out test emails to ensure they’re legible on all commonly used devices.

Include Local Keywords In Your Subject Lines

The subject line of an email is one of the most important elements. After all, if you can’t capture the attention of the recipients, they won’t open the email so no matter how good your content is, it won’t get read.

Unfortunately, cutting through the clutter in most people’s inboxes is becoming harder and harder. You need to communicate your message’s significance on the subject line if you want to capture the recipients’ attention.

To do so, use subject lines that are related to the local area, mention local events, or include local keywords so you can communicate the content’s relevance and increase the open rate.

Use Email Automation To Send Personalized Offers

Most email service providers have automation features that allow you to trigger email sequences based on different criteria. Such highly personalized content can help increase open rate by 29% and click-through-rate by 41%.

For example, if you provide a recurring service (e.g., landscaping, housecleaning) you can set up email reminders to be sent automatically a certain number of weeks after each client’s last appointment with a link to schedule their next service.

Share Relevant And Valuable Content

Email marketing helps you build trust with your audience so you can increase conversion, customer retention, and referrals.

Sharing helpful and timely information is a great way to add value, stay top of mind, and build relationships while positioning yourself as the subject matter expert to boost credibility.

In addition, sharing fresh content makes it possible send emails more frequently without sounding too sales-y or becoming a nuisance (nobody likes being sold to!).

Segment Your List

Segmentation can help increase email open rate by 14% and click-through rate by as much as 100%. It allows you to send the most relevant content and offers to different segments so you can increase engagement and conversion.

There are many different ways to segment your list depending on the market, the types of services you offer, your business model, and how the recipients interact with past emails.

For instance, you can segment your list so you can send special offers to new prospects or lapsed clients to generate some immediate sales.

Make It Easy To Join Your List

To increase the ROI of your email marketing efforts, you need to grow your list with high-quality leads.

Driving traffic to your website via social media, paid ads, or SEO is essential but you also need to ensure that your website is optimized to capture leads. For instance, the call-to-action should be highly visible and the web form should be easy to fill out (e.g., by minimizing the number of fields).

If you’re attending local events, you can use a tablet so prospects can enter their information directly into your email service. This can streamline the process while avoiding illegible information. (You could lose up to 20% of new subscribers due to bad handwriting!)

Ask For Reviews

Most consumers do their research on the Internet before engaging with a local service provider. Building a good online reputation by getting good ratings on third-party reviews sites, such as Google, Yelp, and Better Business Bureau, can increase your credibility and inspire more trust in prospects.

You can set up an automated workflow to send an email to each customer after a job is finished to ask for a review. Include links to your profiles on the third-party sites so it’s easy for your clients to submit their reviews.

Add a Personal Touch

As a local service business, you’re likely to be the face of your company. Your clients have interacted with you and trust you.

Take advantage of this personal connection and use it to strengthen your client relationships. For example, include a personal note in your email newsletters, use a conversational tone that reflects your personality, sign off using your first name, and add a photo of yourself (or your team) in the signature.

Be Consistent With Your Mailing Schedule

In order to stay top of mind, you need to maintain the connection with your audience by showing up consistently. Whether it’s once a week or once a month, set a regular schedule and commit to it.

The good news is, you don’t need too much content in your emails for them to be effective. A helpful article, a couple of announcements (e.g., events, special offers) and maybe an employee spotlight are more than enough to help you stay on the radar.

Encourage Sharing

Leverage the power of word-of-mouth marketing by encouraging your subscribers to share your newsletters with their friends and neighbors.

Most email newsletter services allow you to include forwarding and social share buttons in the footer area. Email messages with social sharing icons get 158% more clicks so make sure to include them in your template.

In addition, ask your subscribers to share the content or special offers with their friends in your newsletter content. If you don’t ask… you don’t get!

Make Your Subscribers Feel Special

Cultivating client relationships is the key to success for local businesses. Make your subscribers feel special by letting them know about your new offerings or special offers before everyone else.

For example, you can send out an exclusive coupon code to your subscribers or you can announce a special offer a few days ahead of time to your list so they get first dibs to book an appointment.


Every local business is different and it’s important to tailor your email marketing strategy to suit your target market.

The best way to know what works and what doesn’t is to analyze your metrics and A/B test your emails. For example, you can find out what kind of subject lines work best or what day/time of the week will get you the most engagement.

In addition, your email marketing strategy should be an integral part of your lead generation efforts. For example, you can use SEO tactics, online ads, and an optimized website to drive traffic and capture leads then nurture relationships with prospects using email marketing.

Ready to get your online marketing strategy dialed in so you can get more high-quality prospects and increase your email marketing ROI? See how 99 Calls can help you get found and generate more leads.


How To Get More Clients With Local Services Ads (LSA)

Did you know that 97% of consumers search online for local businesses and Google accounts for over 72% of desktop search traffic?

Meanwhile, 92% of searchers will contact or visit businesses on the first page of local search results.

As a local service business (e.g., plumber, HVAC services, electricians etc.) getting found at the top of relevant Google SERPs is one of the best ways to generate high-quality leads and get more customers.

Now you may be thinking – getting onto the first page of Google searches! That’s quite a tall order!

Thankfully you don’t have to compete with electricians in the entire country or plumbers in the whole state.

By focusing your resources on getting found in local searches (e.g., when a user types in “plumber near me” or “electrician in [city]”) you’ll stand out from competition while increasing the chances of attracting qualified prospects that are ready to hire you.

Here’s the good news – you don’t even have to sweat the “how.” Google’s Local Service Ads program is designed to help local service businesses just like yours to get found in relevant search results.

Google Local Services Ads (LSA): How It Works And Why You Should Use It

Local Services Ads is a pay-per-lead advertising platform that connects local businesses with people who search on Google for the services they offer.

These ads appear at the very top of relevant search results above other text ads and the local pack. They’re also shown on all devices including desktop, mobile, and tablets.


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In addition, the ads are featured on Google Assistant’s responses to relevant voice search queries, which means you could get exposure to a large market since Google Assistant powers over 400 million devices while 58% of consumers have used voice search to find local business information.

LSA displays information such as phone number, star rating, reviews, and business hours. The information helps build trust while making it easy for customers to get in touch with the service providers.

Unlike Google Ads, you don’t have to worry about managing keywords or optimizing bidding strategy (more on that later). Simply fill out your profile information and your ad will be created automatically.

The ease of use makes LSA an ideal online ad format for local small businesses who have limited time and resources to test and optimize PPC ads.

Not to mention, there’s no cost to sign up for LSA. The priority ad placement and relatively low lead costs make it a cost-effective lead generation tactic for most businesses.

Local Services Ads Cost

LSA is a pay-per-lead advertising service. You’d simply set a weekly budget and be charged a set rate for each valid lead.

Lead cost varies based on the category and market, typically ranging from $5 to $139 per lead. If you receive a bad lead (e.g., a fraudulent lead or a poor match) you can dispute the charge and get a credit back.

Can I Stop My Local Services Ads?

You can pause your ads any time on the LSA dashboard or app. Your ad won’t be removed from the search results but it’ll appear below all other paid listings.

The “Google Guaranteed” badge will be removed but you won’t be charged for the leads generated while your ad is paused.

Since your listing will still be visible on the search results even after the ad is paused, joining the LSA program will give you more visibility than other non-participating businesses even if you pause the ad.

How Are Local Services Ads Triggered?

Unlike most other PPC ad formats, you can’t choose the keywords to target your ads. You’d simply select the “job type” or “category” to indicate what kind of services you offer.

Google’s algorithm will decide which keywords are relevant and your ad will appear on search results based on the service area and job type listed on your profile. However, Google doesn’t provide any keyword data so you won’t be able to analyze what’s triggering your ads.

Are Local Services Ads Same As Google Ads Or Google My Business Listing?

LSA is an independent product and does not share the same platform as Google Ads or Google My Business. For instance, LSA has its own dashboard and isn’t managed via the Google Ads platform.

You can run Google Ads campaigns and LSA at the same time. You can also set one to keep running while pausing the other one. However, a Google Ads account is required for billing purpose when you set up an LSA profile.

You don’t need a Google My Business listing to use LSA. However, LSA shows reviews from your Google My Business profile, which can help build trust and increase conversion.

What’s the “Google Guaranteed” Badge In Local Services Ads?

Google offers a screening process for the LSA program. Providers that pass the screening, which includes license and insurance verification, as well as employee background checks, will earn the “Google Guaranteed” badge.


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When customers hire a “Google Guaranteed” business through the LSA program, they’re protected by a satisfaction guarantee backed by Google. This helps attract new customers, build trust, and increase conversion.

How To Set Up Your Local Services Ads

Get started by visiting the LSA website. Follow the online prompts to determine your eligibility, estimate your ad spend and create your profile. Alternatively, you can call the number listed on the page for phone support.

Once you have set up your profile with information such as service category, business hours, and location, you can set the weekly budget.

Since the pricing structure is pay-per-lead (you only pay when prospects call or message you) you can estimate the budget based on your typical conversion rate and the number of new customers you want each week.

You can also control ad spend by turning the ad on or off on your dashboard. For example, you can pause the ad if you’re away or booked up for the week.

Optimize Your Local Service Ads Profile

In order to get the most out of your LSA, you should complete your profile and make sure to:

  • Add 2-5 highlights to call out unique attributes and special offers on your profile.
  • Submit your license and insurance details so Google can verify your information and add the “Google Guaranteed” badge to your ad.
  • Manage and complete your background check, which is provided at no additional cost so you can get the “Google Guaranteed” badge displayed on your ad.
  • Ask for reviews because your review score and number of reviews can impact the ad’s ranking.
  • Respond to inquiries and requests in a timely manner.
  • Monitor complaints since serious or repeated ones will impact your ranking.

How To Get the Highest ROI On Your Local Services Ads

LSA is a great way to get more leads but those leads aren’t booked jobs yet!

You still need to monitor these leads and follow up with the prospects in a timely manner so you can convert as many of these leads into paying customers as possible.

Simply go to the “Leads” tab on your LSA dashboard or mobile app to see the list of all your inbound leads and corresponding inquiries. You can then review the messages or listen to the recorded calls and respond to the prospects by:

  • Sending a reply via email or text message.
  • Call the customer using the phone number submitted.
  • Decline the request. You can send a message to the prospect to explain why you decline the request. You also have the ability to recover the request if something changes.

In addition, use the features available on the dashboard to help you keep track of leads, schedule your jobs, send confirmation emails, and gather customer reviews.


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You can also collect and analyze the metrics so you can determine the effectiveness and ROI of your Local Services Ads.


Google will be rolling out LSA to more markets and categories so more local businesses can leverage the benefits of this ad platform. Even if your business isn’t eligible at the moment, you should stay tuned for the latest updates.

While LSA is a great way to get in front of more high-quality leads, you shouldn’t neglect other lead generation strategies, such as using PPC ads, optimizing your lead generation website, and managing your reputation on review sites.

That’s why here at 99 Calls, we help you get listed, promoted, found, and reviewed on a variety of channels so you can optimize your online presence to generate more leads and make more sales.

Learn more about our local lead generation services and see how we can help increase your revenue and profit here.


How To Increase the Effectiveness of Your Local PPC Ads

If you’re like many local service business owners, such as plumbers, painters, electricians, roofers, or house cleaners, you may often wonder – where to find more clients?

Most people turn to Google when they’re looking for local service providers. In fact, 97% of consumers search online to find a local business and 92% of searchers contact businesses that are listed on the first page of search results.

That means if you want to get in front of more prospects when they’re looking for the exact type of services you offer, you need to get listed on the first page of Google.

How to do that?

Pay-per-click (PPC) advertising is a very effective tactic to get your business listed in the “local pack,” which occupies “position zero” (i.e., at the very top) of relevant search result pages.


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However, PPC advertising can be quite intimidating thanks to all the moving parts that could impact your results.

To help you navigate the world of local PPC, we’re sharing some “from the trenches” insights we have gained from working with numerous local service businesses to help you maximize your ROI:

1. Fine-tune Your Targeting

The many targeting options on PPC platforms (e.g., Google Ads and Facebook) allow you to get in front of the right prospects with the right messaging based on their search intent.

For example, you can target leads in a specific geographic region and/or direct prospects to a landing page with customized content most relevant to the keywords they use.

In addition, you can narrow your targeting with single keyword ad groups to increase the quality of your traffic. For local businesses, it’s often effective to create ad groups based on geographic regions or size of the market (e.g., county, zip code, city, or immediate local radius).

Don’t forget to utilize the robust analytics and reporting features to refine your targeting and bidding strategy so you can optimize your results.

2. Use Ad Extensions

Ad extensions, which are available on Google and Bing, give you the opportunities to include more information about your business in an ad with no extra cost.

Besides showing more relevant links to searchers, you also increase the “real estate” your ad occupies on the search results page – thereby attracting more attention and improving the chances that a searcher will click on it.

There are many kinds of ad extensions so use the ones most relevant to your business. For local service providers, location extensions, call extensions, review extensions, and dynamic sitelink extensions are often the most effective in attracting leads and driving traffic.

3. Optimize For Mobile Searches

Mobile devices account for more than half of all online searches while 88% of consumers who look for local service providers on their mobile devices would either call or visit a business within 24 hours.

Not to mention, Google prioritizes mobile-optimized websites, so you should make sure that yours is mobile-friendly.

For example, ensure that your site loads fast on mobile devices, displays all the content legibly on the small screen, and leverages mobile-specific features such as tap-to-call to deliver a convenient user experience.

4. Set Up Weather-Specific Ad Copy

If the demand for your services is partly dependent on the local weather, you can use a custom Google Ads script to adjust the copy of your ads based on the weather reported by Google.

For example, roofing professionals may get more business during the rainy seasons while landscapers may see an increase in inquiries after a severe storm.

The success of such weather-triggered campaigns often depends on the dynamic copy. Make sure to communicate a sense of urgency related to the weather condition so your ads are timely and relevant.

5. Respond to Inquiries Promptly

Getting searchers to click on your ad is only the first step. If you don’t pick up the phone when they call or reply to their inquiries via email or messaging, you’re just paying for the clicks but not getting the clients.

Before activating your PPC ad campaigns, implement a system to ensure that you can respond to requests for quotes in a timely manner.

For instance, make sure that there’s always someone available to answer the phone and check email messages. Consider using an answering service to ensure that nothing falls through the crack, especially if advertising during off hours.

6. Keep Up the Good Work

Just because an average of 1 in 7 clicks turns into a lead doesn’t mean you won’t have a “bad day” or even a “bad week” during which your ad gets many clicks but produces no leads.

Bad streaks can happen… but so do “good days” or “good weeks” if you stay consistent.

Let your ads run long enough so the data is statistically relevant before drawing any conclusion about the effectiveness of your strategy. Take into account factors such as time of the year or any holiday that could affect customer behaviors.

7. Know Your Numbers

PPC advertising is all about ROI so you need to get a good grasp of your metrics in order to make your investment profitable.

Most PPC platforms, such as Google Ads, offer in-depth metrics and analytics that allow you to understand your ads’ performance.

One of the most important metrics you should track is the lead cost. For example, if it takes five clicks to get one lead on average, then you should target the average click cost to be 20% of the lead cost in order to stay profitable.

8. Set Realistic Expectations

As much as PPC advertising is effective, it’s not a magic bullet. Simply put, there’s no free lunch – if you want more clicks and leads, you need to invest in getting your ads to the top of search results pages so more prospects will see it.

However, you should be aware that ads in the #1 spot often receive the most unqualified clicks. Users are more likely to accidentally click on the first result they see and you’d have to pay for that click.

The #1 spot typically gets the most clicks but spots 2, 3, and 4 are oftentimes more cost-efficient when it comes to optimizing your ROI.


Local PPC advertising is an effective tactic to drive high-quality prospects to your website.

The key is to tailor the ads so they’re as relevant to your target market as possible so you can show up in the right place at the right time and with the right message.

In addition, you should make sure that you’re driving traffic to a website that’s optimized for capturing leads and converting visitors.

That’s why here at 99 Calls, we not only help local service area businesses get onto the first page of Google, whether organically or paid ads, but also provide you with an optimized lead-generation website to capture the traffic and turn visitors into clients. Find out how we can help you optimize your online advertising budget here.