Google Ads: For Painting Companies
Published On : October 6, 2024
Author: Richard Paul
Think about this, when you are looking for something how do you go about finding it?? Well just like 90% of the rest of the population you probably whip out your phone and Google it. Whatever businesses Google decides to put in front of you, are probably the businesses you are going to click on or call. It's just the way things are. For most painters the question is always, "How do I get to be one of the company's Google shows?" Well today we are going to solve that. I am going to give you a very simple guide to follow to ensure that you are ranked in those top spots to get calls coming in all day long.
Before we get started
I want to set some clear expectations here. Google ads are not for everyone. If you are not in a position to spend a minimum of $500 a month, this strategy is not for you. We like to see our clients typically start around $1000 a month. Here is why. It's simple math. If a click is $20 and it takes 10 clicks to get 1 lead, and 2 leads to close 1 job, that means you will spend about $400 per landed job. Now those are rough numbers but you get the idea. The beauty about Google Leads is that they are the HIGHEST intent lead you can buy outside a referral. I mean think about it.. If someone types into Google "Painting Company Near Me" it is safe to assume they are looking for a painting company, and they are probably looking for one right now. The other thing to consider is that when they pick up the phone and call you, they are only calling YOU. It's not a HomeAdvisor lead that was sent to 5 other painting companies. So while this might take a minute to learn, execute and optimize, its well worth it. You can have leads/calls coming in on demand. So don't get anxious when you see $100 in click and zero jobs, its part of the process. If you follow this guide you wont have to worry about where your next job is coming from.
We can all sleep better at night!!
Now let's get started!!
What are Local Service Ads??
If you have seen the "Google Guaranteed" check mark, these are painting companies running Local Service Ads.
Local Service Ads differ from Google Adwords or PPC in that you only pay for leads you can quote. So it's similar to lead services like Angi's, HomeAdvisor and Thumbtack, however these are not shared leads. That is what makes all the difference. If someone clicks and calls you, they are only calling you, no one else. This has been a hot spot for many of our clients to get a jump start or even cover the low points in the year.
Things to keep in mind about Local Service Ads
There is a background check process that can take several weeks to complete.
The business name you have registered with the state is the same business name you will need to use on your LSAs. Yes, Google verifies this information.
If your business name does not contain the word “Painting” or “Painters” you can expect an increased number of unqualified leads
(keep reading to find out why).Very similar to any other lead service you can return bad leads
Similar to the map pack, only three primary ad spots exist in search results, and the number of 5-star reviews on your Google Business Profile (compared to your competition) determines how well your LSAs will perform organically.
Getting Google Guaranteed
Start the Process
Similar to shared lead services, a background check is involved to get your Local Services Ads up and running. On average, this process can take 2-4 weeks to complete.
Use Handyman or Painting for your Primary Category.
Use Painting Indoors and Painting Outdoors as your subcategories. These subcategories will ensure you can dispute any leads unrelated to painting.
Your Business Name should match what’s on your Google Business Profile. This should also match what is registered with the state as Google does verify this information.
Enter “0” for the Total number of workers. Using a number greater than zero will require that you file a background check for every single employee.
For your Service Areas, only enter the zip codes you want to target. This will determine which leads you can dispute.
Change the Ad Schedule setting to All Day, otherwise your Business Hours will determine when your ads display.
If your state requires it, you may be asked to upload Proof of Business Insurance.
A few days/weeks after submitting your application, you will receive a text message requesting that you upload photos of your driver’s license.
Do this ASAP to avoid application delays.
Follow these instructions to a "T". With local service ads you do not want to mess around, so when you are setting these up make sure to set yourself aside at least an hour to make sure its all correct.
Optimization of the Ads
Once your ads have been approved, follow the steps below to capture the highest volume of leads at the lowest CPL (cost-per-lead) possible:
Answer your phone! I can not stress this enough about contractors. Google records every single call. Missed calls will negatively impact your ad performance. If you can't answer the phone, have the phone forwarded to your spouse, office manager, foreman etc. Someone needs to answer these calls. Lost calls = Lost $$$
Just like our other articles about reviews, the number of 5-star reviews on your Google Business Profile compared to your local competition will be a huge determining factor of not only placement but also lead quality and lead cost. After every single completed job you want to be asking for a review. More reviews = More Money
Upload project images to your Local Services Ads.
Be sure to include images of your team (human faces build trust) and your logo as well.Dispute ALL unqualified leads. This ensures you only pay for leads you can quote, plus it feeds data back into Google’s algorithm which helps generate higher-quality leads over time.
Mark leads you can quote as Approved. Similar to the previous statement, this ranking factor helps the algorithm generate higher-quality leads.
Lead flow can take several weeks to kick in. If after 2-3 weeks you determine your phone just isn’t ringing enough, try changing your bidding strategy from Maximize Leads to Set max per lead, and set your cost to something greater than your average CPL.
Let's wrap it up
I know this might sound like a lot, but its really not. It does take sometime to get it moving, but in the long haul of things, leads from Local Service Ads are some of the best leads you can buy. They are exclusive, high quality leads and the consumers typed into Google they were looking for your service. How much better can it get? If you need help setting these up or you are looking for more of a hands off approach, reach out to our team!
-Cheers
Other Topics to Learn About
Learn More To Scale Your Painting Company!
Learn how to optimize your Google My Business profile to attract new clients.
Stop wasting money on shared leads and generate leads on demand with Google Ads.
Drive consistent leads during anytime of year by running Facebook and Instagram ads.
Generate free Leads directly from local Facebook Groups in just 15-20 minutes a day!
More Reviews equals More Money. Easy step to get more reviews and watch your business shot to the top of Google!
Convert more visitors into paying customers with these few simple tweaks to your website! Thank me later..
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