What Are Google Local Service Ads [and Why Are They Important for the Roofing Industry]

What Are Google Local Service Ads [and Why Are They Important for the Roofing Industry]

Google goes to great lengths to try and match businesses with customers as simply as possible, minimizing the search process, as well as cutting out the middleman.

With Local Service Ads, it has gone one step further.

Local Service Ads 101

Google Local Services Ads has developed precisely for the purposes of meeting the needs of the local supply and demand.

Its main goal is to find the perfect match – the perfect client that requires your specific services at a specific area, or vice versa, the perfect service provider that matches all the requirements of the searcher/potential customer in a designated area.

So how does that work in practice?

First of all, it is very important to underline that with Google Local Service Ads you only pay for relevant, quality leads, i.e. those that are related to your business and are requiring your specific services. You won’t be wasting money on just any lead, or on just any click on your ad.

Here is how and why.

How Do LSA Appear in Google Search Results?

Local Service Ads (LSA) appear in the form of boxes at the very top of Google search results when people type in their specific query – above Ads, Maps and the organic results.

These boxes show the company name, phone number, city, ratings, number of reviews from Google My Business, and the “Google Guarantee” badge, which we’ll explain later.

For example, if people are searching for roofers in their area, three boxes/ads will appear, with the option below them to show more roofers in that area.

Now, once the searcher clicks on that option, or on the listing, they are prompted to specify the exact roofing service they need and the service area.

This is a type of screening process that allows businesses to be matched with real, quality roofing leads.

If you fit the area and the needed job, you will be matched to the customer, and if not, Google will connect them with another LSA and save you the cost.

If you’re a good fit, the potential customer will be able to see your entire profile containing all the services you provide, your service areas, as well as your licensing, background information, more reviews, and other highlights.

It's a match - Local Service Ads

If they are satisfied and you match their needs, they have the option to call you, i.e. call the number listed in the ad.

The displayed phone number will be Google’s tracking number and not your business’ number. Once the customer calls it, it will be forwarded to you.

It is very important to be diligent with your leads, answer the calls, or call back because, in the end, it is up to you to turn those leads into customers.

All of these incoming calls and leads are recorded in your account, and you can see and manage all the new leads, booked ones or completed ones, as well as ask for customer reviews.

Google Guarantee

An important feature of Google Local Service Ads, and very significant in building trust with potential customers, is the new Google Guarantee feature.

To put it simply, Google can provide a full endorsement for service providers, i.e. guarantee that they are verified and licensed, and also protect the customers along the way.

People trust Google, and the Google Guarantee will bring you both a better reputation and more leads.

What is the Google Guarantee

So how can you become “Google Guaranteed”?

You have to go through a certain screening process. This involves meeting all the licensing and insurance requirements and going through a background check.

The process is very thorough, and all the technicians employed at your company, especially those who go to customers’ homes, must pass the background check.

Additionally, you are required to report all new employees, as well as recertify periodically.

Local Service Ads Industries

Local Service Ads has reached a great variety of industries and markets across the US and is still spreading, with plans to go international in the near future.

For the moment, there are five main or core categories:

  • Electricians
  • Locksmiths
  • Plumbers
  • HVAC
  • Garage Door Service

Apart from those, there are 25 more, but not all services of the following industries are supported in all markets at the moment. They include:

  • Painter
  • Roofer
  • Carpet Cleaner
  • Upholstery Cleaner
  • Air Duct Cleaner
  • Handyman
  • Mover
  • Home Improvement Pro
  • House Cleaner
  • Appliance Repair Service
  • Junk Removal Provider
  • Auto Service Technician
  • Auto Glass Service
  • Roadside Assistance Service
  • Lawn Care Provider
  • Pet Care Provider
  • Pet Groomer
  • Event Planner
  • Photographer
  • Tree Service Provider
  • Pest Control Technician
  • Water Damage Service Provider
  • Window Service Provider
  • Window Cleaner
  • Tutor

How Do Local Service Ads Rank?

Another good thing about LSA is that it doesn’t require you to do the keyword research or ad testing. Google is the one that decides which keywords are relevant, and all you have to do is select job types or categories that you cover.

So how is the ad created then?

Well, Google creates it automatically when the relevant search terms are typed in, based on your business information from the profile you created.

Now that you know how they appear, let’s find out how exactly your ads will rank on Google.

There are several important factors that will result in a higher ranking:

  • Proximity to the customer, i.e. if you are in the area where the customer requires services
  • Good reviews and ratings
  • Responsiveness to customers
  • Business hours
  • No major or multiple complaints about your business

Ultimately, when it comes to ranking, it is practically out of your hands – Google deals with the entire process, you just have to make sure you are responsive and available for inquiries, and that you do quality work in order to get great reviews.

How to Get Started with Local Service Ads?

If you wish to sign up with Google Local Service Ads, the first thing you need to do is go to their signup page where you will enter all your relevant information, including verifying your licensing and insurance.

Local Service Ads Signup Process

After that, you will set up an estimated weekly budget and will receive leads according to it, i.e. you will pay for every lead, but will not go over your maximum weekly budget.

Once your budget is spent, your ad will not show up until the beginning of a new week.

But before you receive any leads, you first have to go through a verification process, as was described in the earlier section “Google Guarantee.”

Google will contract a third party which will then run your background check, as well as verify your insurance and licenses.

Once you are approved, you are in the business!

Local Service Ads and the Roofing Industry

When it comes to the roofing industry, one thing is certain – it is moving towards the digital marketplace – if it’s not already there.

It is important to acknowledge that because if we don’t –  if you, as a roofing business owner don’t – you stand to lose new customers, and risk staying behind the competition.

Google Local Service Ads is an upgrade and an ideal addition for your roofing business because it operates locally, and helps you connect with the perfect customer, the one that needs your specific services, in your specific area.

If their roof is leaking, for example, they don’t have time to waste on searching through numerous roofers, trying to find who is available or closest to them.

With LSA, your ad will appear at the very top of the search results, with all your info and the number they can call immediately.

This is another very important thing with LSA. They appear at the top, above everything else, above the organic search results. So, if you think that having a website for your business is enough, you could be mistaken.

Your website may be in the top ten or even top five search results, but these search results, as mentioned, are moving downwards quickly, due to the appearance of Ads and now LSA.

They are less and less visible, and these new types of ads are more and more visible – with LSA being the first thing you see.

Final Thoughts

Investing in digital marketing, and above all in Local Service Ads, is a smart move.

Many roofers that lacked proper digital marketing strategies have experienced a drop in the flow of leads and call volume.

On the other hand, however, those who have been using it the right way, jumping to the opportunities such as these local ads, and sticking with them for the long run, they have experienced a higher ROI.

Google has simplified the process of getting new leads, as well as cut your costs in paying for them, so jump on the bandwagon and reap the full benefits of it.

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

How To Get Commercial Roofing Leads

How To Get Commercial Roofing Leads

Does your company offer commercial roofing services?

If the answer is yes, it’s very likely that one of your main concerns is finding a way to attract new customers on a regular basis.

Don’t worry, we have the answer to your concerns! 😉 We’ve put together a list of tried and true industry tactics that will help you generate commercial roofing leads.

But first, let’s see why even bother shifting your focus from residential roofing to commercial roofing:


Advantages of Commercial Roofing over Residential

The majority of roofers tend to focus primarily on residential roofing projects. But what if I told you that commercial roofing offers several unique advantages that make it significantly easier to secure new leads?

Let’s see what these advantages are:


#1 Significantly Fewer Competitors

Competition is stiff in the roofing industry, but even more so in residential roofing. In some cities, there are hundreds of residential roofing companies fighting for homeowners’ attention, so they need to up their game and constantly work on new and better strategies.

In contrast, in the commercial roofing business, there are significantly fewer competitors PLUS they don’t advertise as much. This means you won’t need to put too much effort into advertising and strategizing to attract new clients.


#2 Most of the Competitors Don’t Have an Online Presence

Commercial roofers are more old-school than residential ones, they still overwhelmingly rely on referrals and word-of-mouth, and many of them don’t even have an online presence.

So, if you have a website up and running you are already at an advantage.


#3 Every Job is Worth Hundreds of Thousands of Dollars

Moreover, as opposed to residential roofers who never know if the lead will turn into a $200 or $10,000 job, a commercial lead is usually measured in tens, if not hundreds of thousands of dollars.

This means that you only need a handful of leads per month.

If these advantages sound convincing and you’re ready to give commercial roofing a shot, here’s exactly what you need to do:

Kick-off your marketing with our FREE resources!

Declutter Your Business Website

In the commercial roofing industry, much is less. Simple and condensed websites work much better when it comes to converting visitors into leads because they make it easier for potential clients to find the information they need and take action.

What are you waiting for? Roll up your sleeves and start cleaning!

Ditch the fancy but useless website elements and unnecessary information and focus on what really matters:

  • describing the quality of your work
  • explaining your warranties
  • listing your successful commercial roofing projects
  • showcasing images of the commercial roofs you’ve done
  • displaying testimonials from satisfied clients
  • creating a great call-to-action.

If this means you’ll need to delete a few pages that bulk up your website but don’t really provide any value – do it. Once you’re done with the cleanup, you should be left with a transparent, direct, and concise website.

PRO TIP: Include a picture of your team on a regular workday or a short video about your company. This will give your business a human face and make prospective clients more inclined to meet you.


Use Google Ads to Get People to Your Website

Now that your website is ready, it’s time to get the word out about your business and start generating traffic.

While there are numerous ways to do this, Google Ads (ex Ads) has proven to be one of the most predictable and reliable sources of leads.

It allows you to be in charge of the budget you want to spend on leads and presents a relatively humble investment in comparison to the income. Taking into consideration that one commercial lead can turn into a six-figure job, spending $50 or even $100 on a lead doesn’t seem that much, does it?  

 Here’s how to set up a Google Ads campaign that will bring the best results:

1. Set Up Your Target Location Properly

The first step is setting up your location, i.e. the areas you serve. This way your ads will be shown to the people in those specific areas, and you won’t waste money on leads from areas you can’t and don’t serve.

 Location Targeting in Google Ads

2. Write a Concise and Punchy Ad

Next, you need to write a great, on-point, and very concise ad (characters are limited). Make sure to include the main keywords such as “commercial roofing” + the name of your city, and a great and clear call-to-action.

Include as many value propositions that make you stand out from the competition, such as warranty, rating, and service. Take inspiration from your competitors’ ads and try to outdo them.

3. Choose Your Keywords Wisely

When choosing your target keywords, be very precise and focus on those that reflect purchase intent.

For example, someone searching for “commercial roofing” could be looking for a job at a commercial roofing company and not looking for roofing services. Therefore, this keyword is not very precise and does not reflect a clear purchase intent. A better solution would be “commercial roofing contractors,” for example.

Also, make sure to include your city and state because people search for roofing services locally.

Keyword Selection in Google Ads


4. Set a Daily Budget

Google Ads gives you the possibility to set up your budget on a daily basis. This is actually great because it will prevent you from spending too much money too soon.

As your leads start converting, you can gradually increase the budget.

A budget of around $130 per day, with around $20 per click is a great way to start. If your ad runs Monday – Friday, you will spend $3,000 a month. This should get you anywhere between 20 and 40 commercial roofing leads.

Monthly Spend in Google Ads

And even if only a portion of those leads turn into jobs, you’ll be doing more than great.


Kick-off your marketing with our FREE resources!

Direct Contact Goes a Long Way

You have your website, your ads are up and running, so now you just sit and wait?

Apart from the online presence, a good old direct and personal contact still holds a strong place in the top three ways of getting commercial leads. Contacting potential clients directly and creating connections and relationships has been the backbone of the business since its beginnings, and it still is.

So why waste time? Start working on contacting your potential leads directly. You can visit them personally, reach out via mail, or contact them through their official pages on social media.

Start by finding and listing all of the potentially interesting parties, such as property managers and owners, manufacturing plants, and similar. Once you have the list ready, design a plan, and then start reaching out.

Whichever method of contact you choose, DO NOT start with the price. Sell them your quality and reliability, don’t shove the numbers in their face the first time you see them or talk to them.

They want to know how you can do a better job and what you have to offer that others don’t in terms of quality, materials, success rate, experience, personal touch etc. Find the thing at which you excel, the “x-factor” that you believe could catch their attention and focus on that.    

Remember, you will only have a few minutes of their time, so make sure you use them well to prove your quality and ability. For example, offer to fix some sort of roof damage no-one’s been able to fix successfully. And do it FREE OF CHARGE. in return, if they are satisfied, ask to start some sort of cooperation. The important thing is to be bold and confident and grab their attention.

 There’s a way to capture attention if your sending mail, as well. Go ahead and put something bulky in the envelope so they have to put it on top of the stack. People are curious by nature so your envelope will definitely be opened.

It is important to be persistent, and even if someone says no, try them again in a few months. Once you start establishing connections, the jobs will start pouring.


Final Thoughts

These strategies are tried-and-true ways of getting new quality exclusive leads and making your commercial roofing business boom.

Whether it is the website, the ad, or the direct contact approach, the most important thing is to cover all your bases, be thorough, as well as persistent and patient.

Present yourself in the best possible way, but always be concise and precise, and the leads will follow.

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

How to get your phone to ring more often?

How to get your phone to ring more often?

How to get your phone to ring more often?

We recently conducted a case study compiling a few years worth of data from roofing contractors in 4 different networks that we work for, and we concluded that a properly optimized website with a good digital marketing strategy typically brings at least 35% of all leads. That would be a minimal number for companies who are known in their areas of work. However, newer companies that are not well-known in their local area can typically get between 60% an 80% of all their leads from the web.


What you need to do to get these numbers is a good internet marketing company with a comprehensive program offering quality web development, SEO, Social Medi, and Local Search support to generate website leads. PPC and Social Advertising services can be used to boost exposure and generate additional leads. And no, you cannot do this on your own. This is a common mistake business owners do; they overestimate their ability to market their business online. Social Media Marketing, PPC, and let alone SEO is not something that can be learned overnight, these marketing segments require expert handle and care. Just like you wouldn’t let your cable guy install your roof, you should leave this to someone else. By doing this by yourself, you often do a lot more damage than good to your business.


So what should you do?

Online marketing services can get pricey at times, but again, with no investment, there is no profit. We suggest you start by figuring out the height of your budget for generating leads online. Then you will be able to negotiate a deal with your agency of choice. Have in mind that if your online actions are efficient and your page is optimized, you can save up a lot of money on marketing your business.


For example, we offer our clients a complete website rebuild, this will usually set you back for a few thousand dollars, and you normally wait a few months for your new page. We do it in one week, for a price of $500. Now you ask why. Because most websites are not optimized correctly, and if you build a website with optimization in mind, your later efforts in generating roofing leads are much easier, and in the long run, much cheaper.


Besides their website, our clients usually report getting great results and many leads from social media platforms. Having a good website is one thing, but also having an active presence on social media is what drives traffic onto your website. These days, there is no point in doing one without the other as they are both heavily interconnected. So by combining multiple online marketing tools, and setting up a proper strategy, together we are able to increase the numbers of leads and boost conversion rates.

Thoughts? Agree/Disagree?

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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