Powerful marketing with Google's Local Services Ads and Booking integration
How important is the role Google plays in marketing your home services company? For HVAC, plumbing, electrical and other home services companies, there might not be a more important channel.
“If people don’t have a frequent need (for your services), they’re going to Google and they’re searching,” said Megan Bedford, owner of Mugyver Consulting, which specializes in marketing for the trades. “Are you found there when your customers are actually looking? Local Services Ads, pay-per-click advertising, your reviews—those are the kinds of things that can get you customers, or potential customers.”
And Tommy Mello, owner of A1 Garage Door Service and host of a weekly podcast, The Home Service Expert, says half your marketing dollars should be spent on making sure your company ranks on Google.
Through Local Services Ads on Google, local customers can view a quick snapshot of your business—your company name, Google Review rating, and years in business—to determine whether you fit their needs.
The appearance of those ads at the top of Google, particularly on mobile, is the key difference between this program and traditional pay-per-click.
Once the new integration between Google and ServiceTitan is released—it’s currently in open beta and can be used right now for those with the Google Guarantee—high-quality booked jobs, not just leads, will come in directly through the Call Booking Screen on the all-in-one residential and commercial services software. The instant booking integration is only available for contractors using a Google partner like ServiceTitan.
Because those bookings are based on real-time availability, you are only paying for leads you can use. You can even pause the ads if you are too busy to accept new leads.
And the ads are effective. F.H. Furr Plumbing in Manassas, Va., has used the instant booking integration of Google’s Local Services Ads to secure more than 225 additional booking leads since May. Those leads also resulted in an 80% conversion rate for F.H. Furr — the highest conversion rate of any of their marketing channels — and an additional $200,000 in revenue since May, solely attributed to leads from Google’s Local Services Ads.
Why is this advertising solution important?
When consumers need help with home services, or anything else, they go to the internet, often via their mobile device. Appearing near the top of those results puts your company front and center for consumers in need.
Local Services Ads on Google uses customer reviews, too, to prioritize participants at the top of results among advertisers. Affiliate companies:
Appear at the top of organic search results.
Reach specific zip codes where your company offers service.
Can be verified as “Google Guaranteed.”
Track performance and stay in control of their bookings.
Integrate seamlessly with ServiceTitan.
Those are important advantages for any business. But when on-demand service is central to revenue, as it is in home services, the advantage is particularly powerful.
Local Services Ads and the upcoming functionality through ServiceTitan should, of course, be only a part of a more comprehensive ad strategy, including targeted email marketing and other methods. But they are another way to differentiate your brand from the ocean of online competition.
ServiceTitan is a comprehensive home and commercial services business software solution built specifically to help companies streamline their operations, boost revenue, and achieve growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.
Ready to learn more about what ServiceTitan can do for your business? Contact our team to schedule a demo today.