Business Website, digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, SEM, SEO, service contractor leads, Uncategorized

Multiple Business Websites: Harmful or Beneficial?

by Diane Lovine and Danielle Giarrusso

What is the impact of having more than one website?

Does it increase your visibility online? Does it confuse your customers?

There is conflicting information about whether using a multiple domain strategy (having two or more websites) will hurt or help a business. Often, the information is based on assumptions about the content and setup of the sites. Here are the facts:

Some lead generation companies say that a second site is a bad idea. Here are some of the arguments that have been made against having multiple websites:

1.   “Having multiple websites produces duplicate content (a big no-no for Google rankings).”

Having two sites with very similar content (or the same content) is definitely harmful. You will almost surely suffer losses in your rankings for both sites.

However, if you have a lead generation site with entirely different content than your branded site, pages from each site have the potential to rank highly, which improves your odds for a more expansive online presence.

2.   “Promoting multiple websites will confuse your customers.”

When people search for the services you provide on Google, they don’t know about you. A lead generation site is built to rank highly and present you as an option to them. Most branded sites don’t rank as highly as lead generation sites but are useful to your customers who are looking YOU up online.

Once you get that lead (probably through your lead site) and establish contact with the customer, you’ll hand out your business card which will take them to your direct phone number and branded site moving forward.

3.  “Using multiple websites will divide your results, weakening your rankings.”

It is true that having one authoritative presence online is ideal. But if your one presence is minuscule, it pays to make a bigger splash. The 99 Calls team builds sites that rank for a variety of keywords in multiple locations, almost always outranking a business’ primary website. The expectation is that your lead site will rank higher over time, and your original site will stay the same.

Other instances when a second site is warranted include having multiple small offices within a state or region and having multiple products or services that aren’t quite related. In these cases, having a targeted site for each circumstance makes sense.

A second (and third or more) site would be beneficial when targeting various geographic locations if you have a physical address for each location. If this is the case, having a “microsite” for each satellite office is beneficial. Google loves to show businesses that are extremely local to the searcher.

A second site is also beneficial if you promote multiple unrelated services. For example, if you are a licensed remodeling contractor and you sell real estate on the side, it makes sense to separate those services into two sites so that you can better target each service.

4.   “Promoting 2 sites for the same business will cause you to compete against yourself.”

If you have the same headings or are promoting the same keywords in the same location on two different sites, you are probably competing with yourself.

Would you rather compete against yourself or your competitors? Adding a lead site gives you the potential to dominate the first page of Google, knocking a competitor back to page 2!

5.   “Having two websites will get you in trouble with Google.”

Not quite. Multiple listings in the same town for the same business is definitely problematic though! 

If you build listings, especially a Google Business Profile that use the same address or phone number for the same business, you are putting your online presence in jeopardy. You can only have one Google Business Profile in a given geographic location.

The bottom line:

If your primary website is not generating enough leads, hiring a reputable lead generation company that uses a second site for leads can be a smart strategy for growth.

A multiple domain marketing strategy is more expensive, but if the ROI is high, you are maximizing your marketing budget and your potential to optimize your lead volume! You may own a larger slice of the first-page real estate on Google and enjoy more inbound leads as a result.

99 Calls has been selected as a Google Partner and utilizes a unique SEO strategy to get businesses highly ranked in their local areas for the services they offer.

digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, Uncategorized

99 Calls Partner Spotlight

Earth Landscape

April is National Lawn and Garden Month. It’s that time of year when we can get outside and enjoy all things Spring. Each week of this month, we’ll be shining the spotlight on some of our partners who help to keep outdoor spaces looking beautiful.

This week, I’d like to introduce you to Curtis Dragon, owner of Earth Landscape, which is located in Salem, Massachusetts. For over 35 years, Curtis has specialized in practicing landscape solutions using organic products and sustainable practices. His most recent focus is on getting organic products on the market that are not just “earth-friendly”, but also price-competitive as compared to synthetic products.

Background

I asked Curtis, “How did you get into the landscaping business”? 

Curtis went to an agriculture high school. Students were presented with a variety of trades, and with the urging of his father, he chose horticulture and agriculture. “My dad was a truck driver and a carpenter. He guided me in this direction because he saw that there was an opening in the industry and a chance to grow as an entrepreneur”, Curtis said.

The Push for Sustainable Landscaping

I knew that Curtis has a special niche in his practices. He focuses on providing organic, or sustainable landscaping services in Massachusetts. So I asked about his inspiration for going into organic services. 

Curtis explained that in school, students were pushed to get their agriculture licenses so they would be certified in the use of DDT. Where he is from, agribusiness is synonymous with the use of petrochemicals. It is standard to use harsh chemicals for weed and pest control. One day, his class was up in the potato fields during a hands-on lesson. Curtis went on, “Our professor was so proud of the power of the chemicals to kill weeds and pests. He sprayed the whole area with them.” There was a pond at the bottom of the hill. The next day, it rained. As the group of students returned to the fields, Curtis was horrified to see ducks and birds lying dead by the pond and fish floating belly up. The destructiveness of synthetic products had a profound impact on him. “Bells went off and I thought there must be a better way”, he said. Curtis discovered Rodale’s Encyclopedia of Organic Gardening. It was his first exposure to sustainable gardening and he still uses it today. That was the beginning of seeking alternatives. 

Over the years, he has moved away from the term organic, which usually conjures up a sense of “expensive” and moved to “eco-minded” or “sustainable-minded” terminology. He continues to educate others to overcome the stigma that organic is much more expensive than synthetic products. 

Challenges of the Landscaping Business

When asked what unique challenges he has faced with his business, Curtis quickly responded, “Seasonality!”. It hit him quickly that the growing season is short in New England. He had to find a way to make a living year-round. Curtis earned a college degree in horticulture and agriculture and got creative with learning ways to hone his tool to provide income throughout the year. The answer was product development, running workshops and becoming active with related organizations. 

In an effort to find affordable organic products that he could use in his landscaping practices, he discovered that the standard system of using petrochemicals is incredibly inexpensive, but that organic products have come a long way. In fact, Curtis learned to develop his own line of organic products that are competitively priced and can compete with synthetic fertilizers, such as Miracle Grow and Miracid. Curt uses a blend of kelp and fish, which are derived from ocean waste (fish bones, guts, etc) and ferments them in 55 gallon drums. This is just one of many creative ways to create beneficial products from waste products. 

In addition to using these “homegrown” organic fertilizer products, he now sells them to consumers. Why is that important? His products feed the soil, which feeds the plants. He can customize the pH depending on the result needed (neutral for grasses and annuals, acidic for perennials, shrubs, evergreens). People are raving about being able to purchase organic lawn and garden fertilizer that is both effective and cost-competitive.

Curtis uses sustainable practices to control grubs and other garden pests in ways that protect the environment and surrounding plants and enrich the soil. For example, seed oil only goes after the grubs. The water becomes a carrier of the oil, which penetrates their exoskeleton and stops them from feeding. 

How 99 Calls Helps With Landscaping Leads

Curtis attributes over 25% of his business through the years to leads generated by 99 Calls. The content team worked with him from the beginning to customize the lead website to focus on being found by new customers who are specifically looking for sustainable lawn and garden solutions. Although this is a smaller niche, the customers are “preselected” and he’s happy to have a more condensed audience. He receives fewer leads than if he advertised as a mainstream landscaping company, but they are of higher quality to him. 

Goals for the Future

Demand is changing. Consumers who began buying organic food years ago are now searching for additional lifestyle choices that support sustainability. This is naturally bringing eco-sustainable-minded people to businesses like Earth Landscape. Curtis hopes to continue to educate them on the lowering cost of organic practices and will continue to produce these products himself and bring them to market. He is working on packaging and promoting these products. 

As if that isn’t enough to keep him fully committed, Curtis is also writing a book around a term he has coined, “Eco terrascape”, which he describes as a system of sustainable practices. 

Further Recommendations

In closing, Curtis disclosed that 95-98% of Landcare businesses are still doing it the conventional way. They are removing material from their lawns; filling trucks up with cut grass, debris, and paying to dump it! By following these methods, landscapers can actually make more money if they will go into sustainable maintenance practices. The soil food web needs that. Green grass is 70% nitrogen and water. They are taking it out of the system and having to put it back in by watering and fertilizing. Simple practices such as using mulching mowers will feed the system and save water. There are many benefits to sustainable gardening, for workers, homeowners, and the environment.

digital marketing, Lead Generation, Uncategorized

Women-Owned Businesses Spotlight

Debbie Robinson – JP Services

In honor of women in history month, this week we turn the spotlight on one of our partners located in New Hampshire. Debbie Robinson, of Debbie the JP, has worked full-time for over 28 years administering mental health services in many settings including inpatient psychiatry, corrections and transitional housing. She runs her own business on the side providing wedding officiating, document signing and notary services, which is what brought her to 99 Calls for lead generation.

Debbie’s part-time business of providing document signing and wedding officiating services has been a fun and challenging source of additional income that has funded travel and hobbies. This is Debbie’s first experience with running a business and working for herself and she enjoys having the ability to manage her own schedule and the direction of her work.

When asked how she got into this line of business, she noted that she has worked for years assisting people as they struggle through the most devastating moments in their lives. Conducting wedding ceremonies allows her to take part in couples’ best moments, which creates a much-needed balance. The idea of becoming a wedding officiant took off when a co-worker asked if she knew a Justice of the Peace; her son was getting married and they wanted a simple, intimate ceremony. It got Debbie thinking that this would be a perfect side business to start.

She has since conducted weddings of all types and has signed documents throughout New Hampshire as a mobile notary. She is proud of helping people during the COVID pandemic when in-person services were shut down. She met many people in parking lots armed with her JP stamp to sign titles, wills, loans and other important documents. Debbie has always been driven to help people during times of need.

We asked Debbie what challenges she encountered when starting her business. She said that becoming certified was not too challenging, and she enlisted the help of an accountant to navigate the taxes. The biggest concern initially was that she wasn’t sure how people who were searching for these services would find her. Those concerns were allayed when she forged a relationship with a wedding facility, Alpine Grove, in southern New Hampshire. The owners included her postcards in their prospective client packets, which really helped to launch her business. 

A few years later, she relocated to the Lakes Region of NH and needed to establish her business from the ground up again. This time, she utilized the services of 99 Calls for lead generation. “I get more calls than I can handle from the lead generation site to support my part-time business and I turn quite a few jobs down. I’m notified when a call comes in, which allows me to quickly put on my business voice and get work scheduling a document signing or a wedding.”

What is Debbie’s advice for a young woman who is considering getting started as a Justice of the Peace? Debbie reports that although the field tends to be female-dominated, there isn’t a clear advantage to being a female. It’s an excellent part-time or potentially a full-time business that offers flexibility and the opportunity to assist people to solve problems with getting documents signed and provide a much-needed service to the community. She says that officiating weddings is an especially rewarding experience. If you are looking for a part-time side business that is rewarding and allows you the flexibility to set your own schedule, becoming a JP may be the perfect match for you too!

digital marketing, Google Ads, How much is online marketing, Lead Generation, Lead Generation for Contractors, online marketing, online marketing costs, Pay Per Click Advertising, service contractor leads, Uncategorized

What is a DBA and Do I Need One?

DBA stands for “Doing Business As”. It is not the same thing as an LLC or a Corporation. In fact, it’s not a business entity at all. Rather, a DBA is a label. It’s a filing with your state to get permission to operate under a different name than your own. DBAs do not provide any extra liability protection for your business. Sole proprietors and corporations often file a DBA as a means to get permission to operate under a specific name. If you own a sole proprietorship and plan to claim your Google business listing or run a Google Ads campaign, yes, you’ll want to file. The good news is that it’s quick and inexpensive. 

Limitations of DBAs

Filing a DBA will not protect you or your family from liability. A DBA is also not a business entity; you would need to file as a corporation or a partnership with your secretary of state (which is a good idea but not covered in this post). Last, filing a DBA will not block someone else from using the same business name. In order to keep your business name to yourself, you’d need to file a trademark or register your sole proprietorship as a corporation or partnership. 

Why Register a DBA?

So it’s not a separate business and doesn’t offer protection. Why should I file a DBA? There are several benefits to spending a few minutes and a few bucks to file your DBA with your state. Because we are in the lead generation business and work to optimize GBPs (Google Business Profiles) regularly, the team at 99 Calls will tell you that’s the biggest reason to register. Google’s requirements to verify a business profile have become much more stringent. They want proof that you are who you say you are, and showing your registered DBA is one of the documents that will meet their requirements. Keep in mind that the address that you use to register your DBA must be the same one you use on your Google Business Profile. Other benefits to filing a DBA include the ability to operate your business under a different name. DBAs give you an affordable way to increase your flexibility. For example, if you started your business under a different name, but you decided you don’t like it or it no longer fits your branding or you want to run a different service under a different name, filing a DBA is the means to get permission from your state to operate under a different name. Most states charge around $50 to file. You will need to maintain your DBA registration if you plan to continue using the name on legal documents and bank accounts. 

For more information on filing a DBA for your business, see this state-by-state resource or call the friendly lead generation team at 99Calls.com at 800-717-4669.

Lead Generation, Lead Generation for Contractors, Roofing Advertising, Roofing Leads, service contractor leads

How to Get More Roof Replacement Leads

 (Or Why Do I Keep Getting Roof Repair Leads?)

Most roofers set their sights on getting inbound leads for roof replacements, or commercial roof installations: the most sought-after types of roofing leads. What some business owners fail to realize is that roof repair leads can be equally as valuable to a growing business. 

We get these questions a lot! “Why do I keep getting leads for roof repairs when I really want replacement calls? So many calls for cracked shingles or shingles blown off in a storm are a waste of time. How do I get more roof installation or full replacement leads?”

Limitations of Roofing Lead Generation

Is your goal to grow your roofing business? Are you hoping to hone in on niche areas such as commercial only or roof replacement jobs?

Focusing a Google Ads or even an SEO campaign to exclusively target people who have an insurance claim or those calling from a business is near impossible to get right 100% of the time. Why? Because people often don’t search that specifically for what they are after. They have a problem or question in mind and they type it into their Google Browser. Things like “Roof repair” or “Roofing contractor near me” or “roofing services” are commonly used search terms. Also, keep in mind that many people are wishing that their roof troubles will require repair work rather than a full-blown reroof job! 

Roof repair leads are far more prevalent than preplacement

That’s where the expertise of the roofer (like you) comes in. If you aren’t willing to accept that pesky call about roof repairs, you may miss the fact that the roof is 40 years old or that it’s leaking in multiple places. All of these facts would come out during the phone investigation, or when you’re on-site taking a look at the damage. 

The purpose of online advertising is to put your company front and center, on the first page of a Google search for a good majority of times in the top position of searches in the paid ads section if you’re going that route, or in that coveted top position in the maps section or in the organic search results. A great online marketing company will get you there, positioned above your competition. They will include a compelling call to action, help you post social proof in the form of some great customer testimonials and include photos of your work – anything to build confidence in the potential buyer so that you are seen as the guy who can solve his roofing problem. 

Why Take the Roof Repair Leads?

Once that call is made or email is sent (AKA you got the lead), the rest is up to you. You’ll use your professionalism to ask the right questions to determine the size and scope of the roofing job. You’ll want to know the age and status of the roof and what occurred. You can then decide if you’d like photos sent or whether it makes sense to go out and have a look. You’ll also be first in line if it is determined that the roof has served out its useful life and it’s time for a replacement. And if you’ve been easy to work with up to that point, you will probably land the job. 

Why Waiting For Replacement Jobs Leaves Money on the Table

Of course, those re-roof leads are gold. The lifetime value of a replacement job is way higher than a couple of repairs. However, the ROI on your investment may be just as good.

For example, for a reroof, you’ve got to send a whole team, cover transportation and breaks for all of them. It’s big money and usually done within one day or two. Roof repairs can be done by one tech or a team of two, faster and with less down time and travel time. If charged appropriately, the return can be just as high. 

 

Factors to Consider With Roofing Jobs

Lead Cost: The average lead for a roof installation is Roof repair leads are often far less expensive to buy than installation leads. For example, the nationwide average lead cost for roof repairs is between $42 and $64 each. The average cost of a residential roof replacement lead with most lead generation companies is $100 – $180. The team at 99 Calls generates exclusive organic roofing leads for a flat rate of $49 each, whether repair or replacement. Why the lower flat rate? We don’t expect you to trust marketing companies to develop customer relationships! That’s your area of expertise! We leave it up to the professional contractors to answer the live calls and close the deals. 

Lead prices using PPC are far less predictable than with organic channels. The average cost of a roofing lead via Google Ads PPC campaigns with 99 Calls is $97.

Revenue: It is very true that roof installation jobs generate much more money than roof repairs. The average roof replacement brings in $12,000, where the average roof repair comes in at $980. And those small repair jobs generally bring in just $350. That said, you’d much rather handle a reroof a day than go out on 5 repair jobs, right? It all depends. Revenue alone doesn’t give the whole picture. What matters at the end of the day is the amount that stays in your bank account (AKA profit margin).

Profit Margin: By the time you pay your labor force and the cost of supplies, many contractors have little left. An article posted from roofing.com claims that the biggest problem roofing contractors face is underbidding jobs and not making enough profits. The average profit margin on a new roof is between 6% and 10%. There isn’t much room to raise pricing on a roof installation. The competition is fierce and many people underbid themselves because there’s always someone willing to bid lower to win the job. Many commercial jobs, especially if they are municipalities, are required to go with the lowest bid. When a roofer wins a job with a low margin, they’ve got to go very lean on labor and supplies and the temptation to make cuts is very real. 

How to Win With Roof Repairs

The bidding for roof repairs is often different. According to Forbes, the price to complete roof repairs is often a fraction of the cost for installs. The cost of supplies is far lower. There are also many times more roof repair jobs available than replacement jobs, and competition is much lower. A professional roofing contractor who goes after roof repair jobs can often name his price, and it’s usually bid based on an hourly rate + materials. By charging by the hour (or at least basing your bid on an hourly rate), you get to set your own profit margin. You know what your labor costs are per hour, and you can add the cost of materials needed. 

What does all this mean? That you can earn more money with less time and a leaner labor force by working those roof repair leads. Completing 4 roof repair leads can bring in close to $4000. Completing one roof installation can bring in $10,000. But what if your profit margin is 25% on the repairs and 10% on the installation (which would be typical)? Your profit on the repairs and on the installation is $1000. In the end, roof repairs offer less revenue by higher margins. 

Additional benefits of taking on roof repair leads: 

  • Saying “yes” to the job gets your foot in the door to get called back for additional work. This will build your customer base and work pipeline.  
  • Roof repair jobs can keep bringing in a good flow of revenue, even during the slower times of the year.
  • Profit margins may still be robust if you’ve got smaller, more agile crews
  • Keeping great workers on your payroll by filling days up with roof repairs will keep them happy and gainfully employed.
  • Roof repairs are great for the bottom line of a growing business
  • Is your team equipped to install gutters, siding or windows? If you provide other kinds of exterior remodeling this is your chance to upsell the customer or give them the benefit of your expert services.

Sometimes waiting for the perfect job to come along causes us to pass on lucrative opportunities in front of us. Next time you receive a call for a roof repair, think twice before turning it down. Give those less than idea leads that come your way a chance; you never know what can come of them! 

For more information on local lead generation for roofers, contact customercare@99calls.com.

cleaning business leads, Commercial Cleaning Leads, Contractor Leads for Winter, digital marketing, How much is online marketing, Lead Generation, Lead Generation for Contractors, online marketing, online marketing costs

Why One-Time Cleaning Leads Are Just as Valuable as Recurring Cleaning Leads

by Devon Osborne

In the commercial cleaning industry, getting inbound leads for recurring cleaning services are some of the most sought-after types of leads. What some business owners fail to realize is that one-time cleaning leads can be equally as valuable. 

Many commercial cleaners go to their lead providers requesting lead generation solely for recurring cleaning services. Unfortunately, doing so is not an easy feat. When prospective clients are searching online for your services, they are most commonly searching terms like “office cleaning” or “commercial cleaning near me,” and not “recurring office cleaning” or “recurring commercial cleaning.” For this reason, it makes it extremely difficult to generate only these specific types of leads via SEO and Google Ads Campaigns.

We can understand the preference for recurring cleaning services, from getting more of an initial return on investment to having a steady agreement with the client for the future. The lifetime value of your recurring jobs is very high compared to jobs that are one-offs, periodic or seasonal. However, if you look at all of the benefits of accepting one-time cleaning leads, you may just see them in a new, more appreciative way. 

There are many benefits of taking on one-time commercial cleaning leads, such as: 

  • Saying “yes” to the job gets your foot in the door to get called back for more! 
  • Often, companies are looking to try out a new cleaning service before signing on for a long-term contract. If you do an excellent job on that first cleaning, you may just land yourself a recurring deal.
  • Providing more one-time cleanings throughout the year will allow you to keep your good employees busy and on payroll. 
  • These jobs can keep bringing in a good flow of revenue, even during the slower times of the year.
  • Many seasonal or quarterly jobs such as carpet cleaning or floor stripping and waxing have high profit margins.

Sometimes waiting for the perfect job to come along causes us to pass on the great opportunities in front of us. Next time you receive a call for a one-time cleaning service, think twice before turning that job down. Make the best of the leads that come your way, you never know what can come of it! 

For more information on commercial cleaning lead generation, contact customercare@99calls.com.

Appliance Repair Leads, Carpet Cleaning Leads, cleaning business leads, Contractor Leads for Winter, digital marketing, Google Ads, How much is online marketing, Lead Generation, Lead Generation for Contractors, Off season marketing, online marketing, online marketing costs, painting leads, Pay Per Click Advertising, PPC, Roofing Advertising, Roofing Leads, service contractor leads

Don’t Freeze Your Leads This Winter:

3 Mistakes Contractors Should Avoid as the Slower Season Begins

Fall marks the beginning of the slower season for many contractors. The period between Mid November through the New Year yields far fewer consumers looking to remodel, move or expand. People are gearing up for the holidays and the new year ahead. Add to that the uncertainty that COVID has unleashed, and the supply chain issues that have slowed the market even further, and you may be looking at a lean winter. 

There are several common mistakes that contractors make when tighter times approach. It may seem to make sense to cut back, lay off and lay low to avoid any unnecessary expenses, but savvy contractors utilize these quieter months to build. This keeps revenue channels open and puts businesses in a prime position to enjoy exponential growth when the hot season begins.

Top Three Slow-Season Mistakes: 

  1. Scale way back on marketing – It might seem prudent to cut your marketing budget as the season comes to a close. However, when the number of booked jobs on the schedule begins to decrease, this is an excellent time to review your marketing strategy and trim out the efforts that aren’t yielding results. 
  • If you are losing money on print, it may be time to pause or halt that marketing.
  • If you are paying more for leads that you are making in jobs, it may be time to find a new lead company.  There are lead generation businesses that only charge for their performance, meaning the leads they actually produce. 
  • Google Ads may also be a viable short-term option for increasing lead volume into the winter. The team at 99 Calls is still seeing a 15 – 20% conversion rate on Google Ads campaigns. Google Ads marketing allows contractors to target specific services in selected areas so that you can get more done with a smaller budget. 

There are plenty of opportunities there to gain some leads, win new jobs, and keep your team on the payroll. 

  1. Cut back on labor – Because there is a general shortage of qualified, motivated laborers in the workforce nationwide today, if you are lucky enough to have them on your team, now is not the time to furlough or lay them off. 
  • Do what you can to keep those smaller jobs coming in, even if at lower profit margins to keep your valued workers gainfully employed.  
  • We all prefer the big jobs and/or recurring business, but those smaller gigs often lead to larger, more valuable jobs in the future.
  • Not only are you contributing to your employees’ livelihood, but you are building trust and loyalty. See #1 above for ideas on getting those smaller, one-off jobs to keep your calendar full and your people working.
  1. Take it easy and chill for the winter – It may be tempting to take a long winter nap, but here are a couple of things to do before you decide to take that much-needed vacation or rest after a busy summer. 
  • Take a look at your SEO efforts. Are you promoting the services that you offer in the winter months now? It takes time for new content to get indexed and start ranking on Google. Now is the time to promote the services you want to offer in February and March. 
  • Contact current customers and offer a discount when they book winter services. 
  • Plan your 2022 budget. What are your goals for the new year in terms of growth, revenue, advertising? 
  • Take time in the slower weeks ahead to review what’s working, what isn’t and see where you can trim the fat. 
  • Take some of your summer profits and invest them in some solid targeted online marketing. Remember, smart online marketing is an investment, not an expense!
  • Once you’ve got these things in place, take a quick break – you’ll be recharged and ready to reap the rewards of your efforts!

If the thought of laser-focusing your marketing dollars and finding low-cost, high-value leads seems out of reach at the moment, consider trying the bundle program with 99 Calls. For a $349 price tag, you’ll get set up on SEO marketing which will grow over time, and a Google Ads campaign that can start working for you immediately. 

Get Started Here

digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, online marketing costs, Pay Per Click Advertising, PPC, Roofing Advertising, Roofing Leads, service contractor leads

How to Maximize Roofing Leads: A Case Study of the First Three Months of Lead Generation for a Roofing Contractor in Ohio 

by Kerri Wilkinson and Diane Lovine

Background Information and Presenting Problem

The owner of Northcoast Roof Repair, Tabetha Pierce, found 99 Calls in April of 2021 during a Google search of roofing lead generation providers. After reading about the company and checking out the positive reviews, she decided to call and learn more. Tabetha reported frustration with other roofing lead companies she tried in the past. She had not found success with any of them and felt that her direct needs were not being addressed. Her goal was to maximize the number of quality inbound roofing leads for her company as quickly as possible. 

After discussing her goals and concerns with a roofing lead generation specialist, Tabetha decided to try the less expensive SEO lead generation services, for roofing leads, knowing that it would likely take several months to rank on Google and other searches and begin to receive leads. 

SEO and Organic Lead Site Development and Setup

Tabetha decided to give SEO Lead generation a try in early May and was very excited for help with growing her Ohio business. We reviewed her service offerings, business hours and specialties. From there, a site was built (https://northcoast-roof-repairs.com/) and made live within a couple of days. 

They wanted to focus on roof repair services in Ohio for all kinds of roofs including shingle, flat, and slate. They also offer 24/7 emergency repair services. The SEO site was customized around their goals with service pages that reflect their offerings, and a design to incorporate their brand. A logo, photos, and reviews from happy customers were placed on the site and within a couple of days, the site went live. 

99 Calls also took on managements of her listings, such as Google My Business, Yelp and Bing in order to fully optimize her total online presence and help the business rank highly on Google searches. Within just a few weeks, Northcoast Roof Repairs received 3 organic leads, which is rather uncommon, but can happen. Tabetha was so pleased that she called her lead specialist to inquire about the 99 Calls Google Ads PPC program in the second week of June. 

The organic lead generation performance between May 1 and August 30 are as follows: May: 3 leads, June: 1 lead, July: 2 leads and August: 3 leads. As of this writing, they have received 8 leads so far in the month of September. These results are just a bit higher than typical for an SEO lead generation program. It is our experience that over time, rankings increase and lead volume follows. 

Google Ads Setup and Campaign Development

After seeing the quick results of 99 Calls’ SEO campaign, Tabetha signed up for Google Ads as well in hopes of ramping up even faster. She started with a modest budget of $500.00 and wanted to specifically focus on roof repair leads for shingle and slate roofs. We set out to build a highly targeted campaign to focus on her goals and because of the low initial budget, had to be very careful to construct a comprehensive negative keyword list. Northcoast was thrilled to receive a lead on the very first day that the campaign was launched. Throughout the rest of the first month, they were able to garner 17 leads. They achieved this by increasing the budget several times as it was hit and had the confidence to do so once they were able to confirm the high quality of the leads and close several jobs. 

Initial Obstacles and Challenges

During the first month of the PPC campaign, Northcoast quickly received roofing leads and hit their $500.00 budget within the first couple of weeks. When customers reach their budget limit, the Ads campaign is automatically paused and they have the opportunity to keep the account paused or add more money to the budget. Once a positive ROI was established, Tabethy became more and more confident that she could safely increase the budget, but there were stops and starts as trust was established initially. 

PPC Roofing Lead Results

As Northcoast Roof Repairs found their footing and realized that their ROI was solid they decided to continue their progress throughout the month of June with an increased monthly budget of $1,000. Knowing that August is often a busy month and feeling solid about having enough help to handle the uptick in new customers, Tabetha decided to trust her instincts with 99 Calls and increased her budget to $1,600.00 for the month of August. This decision yielded a  total of 27 exclusive qualified leads in August and “raised the roof” for her expectations of what 99 Calls was able to do for her company. From 15 qualified leads with a late start in June to 21 exclusive leads in July, their August month was the best yet. 

Google Ads Performance Metrics for Northcoast Roof Repair June 9 – Sept. 11, 2021

  • Total Investment:     $4,755.17
  • Total Conversions:     63
  • Conversion Rate:     34%
  • Average Cost Per Lead: $75.47

For more information on Google Ads typical and exceptional conversion rates, see this article: https://blog.99calls.com/?s=conversion+rate

Summary of Results and Plan for Business Growth

During her first four months of organic lead generation services and her first three months of running Google Ads, Northcost received 9 organic leads and 27 leads from Google Ads. 99 Calls charges just $49 for exclusive roofing leads and was able to achieve PPC leads at $75 each. At these prices for qualified roofing leads, they would love to increase the budget and double, even triple results. However, the biggest obstacle at this time is labor. Tabetha states that she is constrained by the number of qualified roofing employees she can hire. Her immediate plan is to continue to service the leads she has while building her workforce. Once armed with enough roofers to service the leads coming in, Tabetha states that Northcoast Roof Repairs will be ready to increase their budget even further, and the lead team at 99 Calls is looking forward to the challenge!

Appliance Repair Leads, digital marketing, Google Ads, Lead Generation, Lead Generation for Contractors, online marketing, Pay Per Click Advertising, PPC

Effectiveness of Google Ads in Generating Appliance Repair Leads: A Case Study of the First Six Months Using 99 Calls Lead Generation

by Kevin Brenes and Diane Lovine

Background Information and Presenting Problem

The owner of CSK Appliance Repair, Shawn Thompson, initially called 99 Calls lead generation through a Google search in July of 2021. He had an appetite for a high lead volume to support his goals for business growth.  Shawn found 99Calls.com when he searched for appliance repair leads in Georgia and called to learn more about the program.

Shawn was hesitant at first, and rightly so. He had tried several different companies and none performed to his expectations and objectives. He felt they were not listening to him and not willing to consider his input and suggestions. As the owner of CSK, he understood that no one knew his business better than he did. He was looking for a partner who would work with him to help him achieve his goals.

We tracked CSK Appliance Repair’s performance after six months of using the 99 Calls system. We recently reviewed those results with Shawn to gain his perspective on how pleased he was with the quality and quantity of leads generated, as well as any other feedback. He mentioned that 99 Calls’ superior customer service in applying his feedback, following up on performance updates, and actually performing to get him results is what kept and will continue to keep Shawn as a customer.

Google Ads Setup and Campaign Development

Shawn has owned and operated CSK, an appliance repair company in Atlanta, Georgia for 13 years. Because he has an established business and directory listings in place, as well as SEO efforts from elsewhere, Shawn decided to have the lead generation team run an “Ads Only” campaign, rather than adding lead generation via SEO as well, (which produces leads much cheaper at $9.99 each, but takes longer, often many months, to ramp up). 

The primary services he offers and chose to target are refrigerator repair, dryer repair, washer repair, oven and range repair, and all premium appliance brand repairs. To test the waters, he set his initial monthly advertising budget to $500 and raised it to $1500 after the first month, when he was already seeing results and gaining trust with his lead team.

Initial Obstacles and Challenges

Early challenges the team had to overcome were to work within a small monthly budget but also get the volume Shawn was hoping for. Once we established a reliable estimated cost per lead we were able to realistically set an accurate daily budget that could hit the maximum number of leads he was wanting to receive. One other small challenge that required frequent communication and a keen ear was to pinpoint the towns that Shawn wanted to target while staying within 20 miles from home. 

Results: Measurement of Google Ads Performance Over Six Months

Shawn began his lead generation with a small monthly budget of $500, but quickly raised the budget to $1500 in the second month and continued raising his budget as high as his growth rate would allow.  The chart above demonstrates normal fluctuations that we see as we set up and refine a campaign. Notice that the lead generation metrics have evened out in the most recent six months. 

Performance Metrics for CSK Appliance Repair between March 2021 and August 2021 are as follows:

  • Total Investment: $17,152.97 
  • Total Conversions” 982
  • Conversion Rate 30.20%
  • Average Cost Per Click:  $5.27
  • Average Cost Per Lead: $17.47

Shawn is now working with his 99 Calls Google Ads specialist and has trusted him with an unlimited monthly budget and a $250 daily spend, which holds the maximum monthly spend to under $10,000. Shawn worked up to this budget after seeing his lead volume increase steadily month over month while his cost to acquire new customers (CPA) has decreased to a very desirable cost.

Impact of Performance on Business Growth

Shawn is thrilled that he can achieve a high lead volume each month and pay under $18.00 per lead. The rapid increase in leads, paired with expertise and professionalism that allows him to enjoy an extremely high close rate has allowed him to grow his business substantially. Since starting with 99 calls six months ago, Shawn has then hired 6 additional service technicians. He has also increased his territory to 30 miles and has established a closing rate at 90% of all leads generated from his Google Ads.

We asked Shawn in retrospect why he decided to try 99 Calls back then. Shawn said, “If you want a good suit you go to a tailor, and that is what I did, with all the research I did on companies I knew 99 Calls was my tailor”.

For more information about Google Ads for Appliance Repair businesses or for another service area business, contact the 99 Calls lead team at 800-717-4669 or visit 99Calls.com.

Lead Generation for Mobile Mechanic
digital marketing, Google Ads, Lead Generation, Lead Generation for Contractors, online marketing, Pay Per Click Advertising, PPC

Google Ads for a Mobile Mechanic: First Month Analysis of a PPC Campaign: A Case Study

By Jake Ramer and Diane Lovine

Background and Information Gathering

Diesel on Demand is an ASE-certified mobile mechanic business located in Nevada. Its owner, Corey, found 99 Calls through an online search of lead generation companies.  He offers niche services that required custom content writing and a creative approach to building a Google Ads campaign to generate highly targeted customers. 

Corey explained the heart of his business in this way, “We have experience working on commercial equipment of most models and engines. We offer on-site services at customers’ facilities. This saves time and is more cost-effective than having them drop off equipment and wait in line. We also offer preventative maintenance services for fleet vehicles, such as oil changes.” The ASE certification means he is fully equipped with tools and knowledge to work on a wide range and variety of vehicles. 

Corey’s goal of generating more business for recurring commercial fleet services was a fun challenge for the content writing team at 99 Calls as we originally thought his business was more similar to AAA or another roadside assistance program. We learned that the primary target market for Diesel on Demand was a bit more focused. Corey strives to earn the business of repeat customers for fleet services and serve as an “on-call” diesel engine expert for contracted fleet services. 

Research and Development of the Campaign

After careful research, our Google Ads team discovered that “fleet service” and “commercial vehicle mechanic” are low-search-volume terms. “Diesel mechanic” is a medium/high volume search term as it is a specialty trade and is fairly competitive. “Mobile mechanic” is a high-volume search term that may be used by people who don’t want to pay for a tow truck or by people in search of a unique experience with a roadside mechanic. 

Las Vegas is an ideal location as there are many major trucking companies and a robust market for large commercial vehicles needing fleet services. 

The Ads team chose the keywords most appropriate for the campaign and sent a request for our content team to write unique page sets around the chosen keywords. In this way, the pages written were expected to have high relevance because we wrote the content specifically with the target audience in mind.

Campaign Results

We built the campaign on June 24th of this year and initially also targeted the broader “mobile mechanic” keywords so that Corey could begin to receive calls very quickly. After just a few days, we turned off the keyword group because the calls were not helpful in terms of building the repeat recurring business that Corey was looking for. It is interesting to note that the CPC on “mobile mechanic” clicks was surprisingly low ($6.43 per click) for this small pool of data. 

Given the typical conversion rate of other 99 Calls Google Ads Campaigns, we would expect that the average cost per lead would be well under $30 for mobile mechanics. We’ll use this data to work with mobile mechanic businesses in the future as the ROI on these one-off personal vehicle mobile calls, would likely be favorable.

July Google Ads Performance

Ad Groups: Diesel Services & Commercial Fleet Services 

Budget: $500/Month

Conversion Rate: 24.62%

The total spend for the month was $440, which reflects the very niche market we targeted. The percentage of time that the ad was shown was actually quite high, indicating that we achieved maximum visibility within the market. Very few undesired clicks were recorded, which means that the goal of hitting the highly targeted audience was successful and resulted in generating the desired exclusive leads. 

The Ads team achieved 16 conversions at a conversion rate just under 25%, with an average cost per conversion (CPC) of $27.50. This number represents the CPC after removing the high volume of mobile mechanic conversions and the total price increased just $6.77.

Examples of July Conversions (Leads): 

  • Church Bus Broken
  • Billboard Truck Repair
  • Mercedes Sprinter Diesel Van Repair
  • Moving Box Trucks
  • Diesel Pickup (transport company)
  • Ram Truck Dealership (manager) 
  • Ford Diesel Pickup
  • International (semi) 
  • Food Truck Services

These are just the calls where we can make a clear analysis of the nature of the call. Our team records all calls for verification of the quality of the leads. However, when potential customers don’t leave a detailed message, we are unable to capture the nature of the lead. Corey’s relatively small initial budget yielded at least 16 qualified leads, averaging $27.50 each. Corey was quite pleased with the results from his first month of lead generation services and has made back his initial investment for setup and then some!

We will continue to follow Diesel on Demand (https://diesel-on-demand.com/) and report on Google Ads ROI as well as on the organic lead generation service that we are providing simultaneously. Spoiler alert: Month two lead volume is shaping up to be 50% higher than month one.