The Google Masterclass Series is a free online workshop with 4 sessions to help you market your home services business on Google and get found by homeowners in your local area who are searching for your services.
Part 2: Google Ads
Dominate Results with Google Ads
Expand your reach exponentially by learning how to get started with Google Ads and the many benefits it can have as you look to grow your business and reach homeowners in your local area.
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Google Masterclass Part 2: Google Ads
1. Google Masterclass for
Home Services Businesses
A 4-part training to help your business get found on Google Search and Maps
2. 2
12 PMGoogle My Business
12:30 PM Google Ads
1 PMGoogle Search & SEO
1:30 PM Google Visibility
Welcome & thank you for joining today’s
contractor marketing training!
3. 3
12 PMGoogle My Business
12:30 PM Google Ads
1 PMGoogle Search & SEO
1:30 PM Google Visibility
How to create effective Google Ads campaigns that drive
high-quality traffic at a lost cost per lead
SESSION #2
4. 4
Jenny Sylvers
Marketing Manager
at Surefire Local
Google Ads Champion
Shashi Bellamkonda
Chief Marketing Officer
at Surefire Local
Social Media Swami
5. 5
Wherever Digital Ads Turn - We Are Ahead of the Curve
Google
Ads
Facebook
Ads
Bing
Ads
Google
Local
Services
Yelp
Ads
Amazon
Ads
7.3 MILLION LEADS GENERATED FOR CLIENTS SINCE 2009
35,000 Google Partners 1,000 Premier Partners
35 Home Services
Premier Partners
*
7. 7
Google Ads & Local Search
Get found at the top
of Google Search
8. 8
According to the Google Economic Impact Report, “businesses
generally make an average of $2 in revenue for every $1 they
spend on Google Ads.”
9. 9
Types of Google Ads
Leads and conversion
Create hand-raisers
Google Local Services
Text-based search ads,
phone extensions
Product and brand consideration
Re-engage and educate
Youtube ads
Text-based search ads
Display Remarketing
Website Traffic
Engage and remind
Text-based search ads
Display Remarketing
Brand awareness and reach
Broad, targeted reach
Text-based search ads
Display
Youtube ads
10. 10
7 Mandatory Steps for a Lead Generation Campaign
1. Translate what you do into how people search
2. Create tightly relevant Ad Groups with keywords & ads that match
3. Be mindful of keyword match type
4. Stop waste at the start with targeting exclusions & negative keyword lists
5. Ensure your conversion tracking is set up and recording
6. Enable all relevant Ad Extensions
7. Check your Search Term Report
13. 13
● gutters need installation
● installation for my gutters
Be mindful of keyword match type
Ads may show on searches for
● roofers local
● local roofers
● a local roofer
1 Exact Match
[local roofer]
● local gutter installation pro
● best gutter installation company
● gutter installation costs
2 Phrase Match
“gutter installation”
● microsoft windows
● install windows on computer
● window complaints
3 Broad Match
windows
Ads won't show on searches for
● find local roofer
● local roofer near me
● It’s gonna show
14. 14
Stop waste at the start with targeting exclusions &
negative keyword lists
21. 21
Ad Component Previous Expanded Text Ads IMPROVED Expanded Search Ads
# Headlines Shown 2 Up to 3
Headline Length 30 Characters 30 Characters
Domain Taken from your ad’s Final URL Taken from your ad’s Final URL
# Display URL Path Fields Shown 2 (Optional) 2 (Optional)
Display URL Path Field Length 15 Characters 15 Characters
# Descriptions Shown 1 Up to 2
Description Length 80 Characters 90 Characters
Total Max Length 170 300
Google’s Expanded Text Ads (NOW)
29. 29
Google Local Service Ads
home contractor in Vienna VA
Steve’s Roofing
Vienna
Get found at the very top of Google
Local Services ads helps homeowners quickly and
easily discover, connect with, and hire home
services contractors with complete confidence.
INSTANT RESULTS
Compare professionals at a glance, connecting with the ones you choose.
EASE AND CONVENIENCE
Everything you need to hire a professional is organized in one place.
TRUST
Pros are prescreened, backed by the Google guarantee and real customer reviews.
30. 30
How does Local Service Ads differ from Google Ads?
● Application & verification process = Google
Guarantee
● CPL vs CPC
● Ads shown based on: location, reviews &
responsiveness
● Ongoing rollout - available in select geos for select
verticals
● Available on the Google Assistant
31. 31
email marketing@surefirelocal.com to find out if Google Local Service ads are available in your market!
Current Google LSA Verticals
● HVAC
● Locksmith
● Moving
● Pest Control
● Pet Boarding / Grooming
● Photography
● Plumber
● Roofing
● Tree Service
● Water Damage Restoration
● Window Cleaning
● Window Repair
● Window Installation
● Electrician
● Moving Company
● Garage Door
● General Contractor
● Handyman
● Appliance Repair
32. 32
We Know What Success Looks Like
Google Premier Partnership
• Full transparency
• High quality standards
• Ongoing training & support
• Access to latest and greatest betas
• Access to Google staff
• Strategic & tactical guidance
33. 33
Want to learn more? Give us a call at (571) 327-3391 or email marketing@surefirelocal.com
YES, CALL ME ON WEDNESDAY
YES, CALL ME ON THURSDAY
YES, CALL ME NEXT WEEK
Get a Google Ads consultation and learn
how your business can dominate page one
of Google search results.