Local Service Ads for Plumbers in Kent
What are Local Service ads for Plumbers?
Local service ads are a great way to get your business ahead of competitors when searching for your service in your targeted area. You ad will get shown in the ‘sponsored’ section on Google, at the top of page one.
Customers will get in touch with you via telephone, message or booking (depends on your preference)
Local service ads for plumbers are different to Google Ads. Instead of paying for impressions and clicks, you’ll be paying for direct leads. So for example, if someone calls you directly from your Local Service Ad, you’ll be charged. You won’t be charged if someone see’s it, only when they want to get in touch. Cost per lead can vary depending on your industry and location. If there is high competition in your area, cost’s may be higher.
In order to have Local Service Ads, you’ll need a verified Google Business Profile with at least one review. You’ll also need profile of your insurance and business registration.
These ads can often get confused for organic search as they sit just on top of organic results, however the ads will say ’sponsored’ to separate them.
How do Local Service Ads work in the UK?
The goal of these ads is to minimise the steps your customers needs to take to get your service.
These steps simply include:
Searching for the service
Seeing the ad & clicking on the call to action button
Discussing requirements with the company & getting booked in
You’ll then shortly be charged for that lead once Google reviews it (You’ll be billed monthly for total leads per month)
You’ll be given access to your Local Service Ads so you can see your leads, how much each lead costs and your total of impressions.
Eligible businesses will have their ad positioned based on competition and budget. If you have a low budget for your area, your ad may get shown further down the ‘sponsored’ section, resulting in less leads.
Ad positioning can fluctuate as budget changes and new competitors come on board. How you respond to your leads also play an affect. For example, responding to leads quickly, receiving good reviews and regularly uploading images will keep your ad in a good position. However, if you fail to do these, your ad position can be impacted resulting in poor ad performance.
How much do Local Service ads cost for Plumbers?
This is one of the most common questions I get asked.
There’s no specific amount you should have to run your ad, however from running ads for plumbers over the years, I recommend having a monthly budget of £200-300 to start with. This will allow you to gain insight on what your budget can get you - how many leads to can receive. This will be a clear indication on the competition and how much budget you shoulda sign to your ad to reach your desired amount of leads.
To run ads by an agency, such as myself, I offer a management fee of £299 a month which covers the set up of your ad and ongoing management. This includes reviewing each lead, keeping you updated on how much you’re being charged and also updating your ad regularly throughout the month to make sure you’re seeing the most from your budget.
You’ll also have your Google Business Profile well optimised. I will upload weekly posts/ updates alongside optimising your business information, services and images.
Local Service Ads and Google Business Profile go hand-in-hand.
What do Plumbers need to get started?
To get started you need all the basic information of your business, such as company name, registration number, year founded, website (optional), address and telephone number.
This information will then take you to the next steps of getting your ad verified. To do this, you’ll need the following:
Google Business Profile that’s live with at least 1 review.
Business registration number
Insurance document such as a liability documentation
Business licence document
Budget & billing information
You’ll also need to include the following on your profile to help optimise you ad:
Images
Locations you want to target
Opening hours
Ad schedule
List of services
Business bio
You’re going to want to select your services very carefully and ensure you don’t select a service you don’t offer as this will result in you wasting your budget on irrelevant leads.
How can Plumbers get better results from Local Service Ads?
With the correct at set up and optimisation, Plumbers can see great results from running Local Service Ads. I have seen many of my Plumbing clients expand their businesses from the achievements of running these ads.
With a strong review profile, quick responses, reviewing leads, accurate business information and choosing the right services, your ad can see your business some great results.
Local Service Ads help your customers cut corners and reach out to you quickly - especially if they require an emergency call out.
The goal of running the ads is to be shown when the customer needs you the most. There’s no browsing your website, filling out forms or going through loops, they contact you directly to get your quote or be booked in. This is why it works so well for Plumbers, it saves you and the customer a lot of time.
Are Local Service ads worth it for Plumbers in Kent?
I’ll get straight to it - Yes. The first thing your customer is going to do, is search on Google for local plumbers. They’re going to click on the first company they see with fast responses and good reviews. You want to be one of those.
As mentioned above, running your ad with the right budget and optimisation, you can get ahead of competitors and maximise your results.
It’s a great way of reaching customers locally such as Maidstone, Sittingbourne, Canterbury etc. Your ad will be sat next to those in your area too. Your job is to stand out.
You’ll have more control of your budget and will be allowed to pause your ad for when you’re away or too busy to take on many clients.
Should you manage Local Service ads yourself or hire an agency?
I personally recommend having your ad set up and managed by an agency. You cannot have two accounts for the same business, meaning your Google Business Profile can only be linked to one account. Having your ad run with an agency can save a lot of hassle in the future if you do wish to get additional help.
Many agencies don’t transfer set up accounts, which means you’ll need to set this up yourself - which puts your account at risk if anything is added incorrectly.
I always offer my sight on account created by my customers themselves if they cannot afford my management fee however when it comes to Local Service Ads, it does require regular optimisation to stay ahead of competitors and keep your leads reviews to help Google understand if you’re reaching the right people or not.
My set up and management fee is a standard £299 a month which can be cancelled anytime. With this, I will set up your ad, give you access to your dashboard and provide you with monthly insights on your progress. My work doesn’t just stop once your ad is set up, I’ll be constantly updating your ad and Google Business Profile to make sure they are optimised and relevant. This means uploading posts and images, updating services, reviewing each lead as it comes in, adjusting budget if needed, and much more.
Get in touch today if Local Service ads is something you’re interested in.
Take a look at: Local Service Ads Vs Google Ads (Pay Per Click)
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