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Mastering Google Local Service Ads for Your Carpet Cleaning Business

Are you a carpet cleaning business owner looking to elevate your online presence and attract high-quality leads? The digital landscape is ever-evolving, and with Google Local Service Ads (LSAs) becoming an increasingly vital tool for businesses, it’s crucial to understand how to leverage this platform effectively. In this comprehensive guide, we’ll delve into the strategies and insights that will empower you to conquer Google LSA for your carpet cleaning business, unlocking substantial growth opportunities while maximizing your return on investment.

Understanding Google Local Service Ads

Google Local Service Ads (LSAs) have revolutionized the way businesses in the service industry connect with local customers. Unlike traditional Google Ads, LSAs feature a prominent placement at the top of Google search results, showcasing your business to potential customers at a crucial stage of their decision-making process. These ads are prominently displayed above pay-per-click and map listings, making them prime real estate for businesses seeking to capture high-intent leads.

Maximizing Your Presence: 2024 and Beyond

The dynamics of Google LSAs have evolved significantly, marking a shift in the strategies required to thrive in this space. In 2024, it’s essential to stay attuned to the latest changes and understand how to adapt your approach for optimal results. The year 2024 has brought forth enhanced ranking factors, refined algorithms, and a sharper focus on customer engagement, prompting businesses to recalibrate their tactics to stand out amidst increasing competition.

  • Adapting to Enhanced Ranking Factors: Google’s algorithm now places greater emphasis on customer reviews, service experience, and responsiveness. Ensuring a stellar customer experience and driving verified reviews will play a pivotal role in elevating your business’s visibility on LSAs.
  • Storytelling with Images: Crafting a compelling narrative through visuals is a powerful strategy to influence potential customers positively. Marking jobs as booked and scheduled, along with adding rich customer details, can significantly enhance your business’s standing on LSAs.
  • Customer Feedback and Reviews: Stimulating customer feedback and reviews on Google is an effective approach to bolster your credibility and ranking on LSAs. Encouraging satisfied customers to share their experiences can be a game-changer in attracting new leads.

Navigating the Landscape of Cost and Value

The efficacy of Google LSAs is often weighed against the cost per lead and the overall customer acquisition cost. Understanding how to optimize your budget while garnering high-quality leads is paramount for driving sustainable growth and profitability. Let’s delve into the key considerations when evaluating the cost and value of LSAs for your carpet cleaning business.

How does the cost per lead through LSAs compare to other lead sources, and how can businesses determine the true value of these leads?

When assessing the cost per lead, it’s crucial to analyze the long-term impact and conversion rate of leads generated through LSAs. While the upfront cost may seem relatively higher than other lead sources, it’s essential to consider the lifetime value of a customer acquired through LSAs. By tracking the conversion rates and customer retention from LSAs, businesses can gain insights into the true value and return on investment offered by this platform.

What are the strategies to optimize budgets and maximize conversions through LSAs while ensuring a favorable cost per lead?

Optimizing your budget on LSAs necessitates a comprehensive understanding of your target audience, marketplace dynamics, and lead volume fluctuations. By setting a judicious weekly budget, closely monitoring lead volume, and adjusting the budget based on demand, businesses can strike a balance between cost-effectiveness and lead generation. Moreover, leveraging the ability to modify budgets and pause ads on Google LSAs enables businesses to prevent overbooking and optimize their ad spend prudently.

How can effective lead management and dispute resolution further enhance the value derived from LSAs, mitigating potential challenges and optimizing the cost per lead?

While LSAs offer a conduit to high-intent leads, effective lead management and dispute resolution play a pivotal role in ensuring the optimal utilization of resources. By diligently vetting and validating leads, promptly disputing invalid or unqualified leads, and capitalizing on the call tracking feature, businesses can safeguard their budget while elevating the quality of leads acquired through LSAs.

Elevating Customer Engagement and Retention

The realm of customer engagement transcends beyond acquiring leads, delving into the intricacies of nurturing relationships, driving repeat business, and fortifying brand loyalty. Carpet cleaning businesses that embark on a journey to unlock sustained growth through Google LSAs should focus on holistic customer engagement strategies to maximize the impact of their digital presence.

How can businesses deploy a comprehensive lead chase process and long-term nurture strategies to capitalize on the leads garnered through LSAs?

Crafting an effective lead chase process involves a harmonious blend of automated systems and manual engagements to stay connected with leads, maintaining an omnipresent marketing system. By nurturing leads through personalized interactions, consistent follow-ups, and tailored communications, businesses can transcend transactional relationships to cultivate enduring connections with potential and existing clients.

Why is it imperative for businesses to diversify their marketing efforts and cultivate multiple sources of leads and customer retention, aligning with their growth trajectory?

Diversifying marketing efforts entails harnessing a multi-faceted approach to lead generation and customer retention, mitigating dependency on any single channel or platform. By expanding the business’s footprint across various digital touchpoints, engaging in community initiatives, and building strategic partnerships, carpet cleaning businesses can augment their customer base, fortify brand equity, and insulate themselves from market fluctuations.

How vital is the role of maximizing brand impressions in nurturing customer trust, shaping brand recall, and attaining a competitive edge in the local marketplace?

Maximizing brand impressions entails a concerted effort to ensure that your business is omnipresent across digital platforms, leaving an indelible imprint on your audience’s psyche. Consistent brand exposure fosters familiarity, trust, and recall, empowering businesses to carve a distinctive identity in the saturated carpet cleaning landscape while resonating with discerning customers.


Frequently Asked Questions

1. Do LSAs deliver higher quality leads compared to alternative lead sources such as HomeAdvisor and Thumbtack?

While LSAs do yield higher quality leads due to the high commercial intent inherent in their placement, it’s imperative to consider the diverse consumer behavior and preferences catered to by different lead sources. Businesses should discern the unique attributes of each platform and tailor their approach accordingly to maximize their lead quality and retention.

2. How does the cost range for a phone call through LSAs compare to the lifetime value of a customer acquired through this channel?

The cost range for a phone call through LSAs may initially appear relatively higher; however, businesses must juxtapose this cost against the lifetime value of a customer obtained through LSAs. By analyzing the long-term revenue potential and repeat business derived from LSAs, businesses can ascertain the cost-effectiveness and viability of this lead generation channel.

3. What are the prerequisites for setting up LSAs, and how can businesses ensure they meet the criteria for optimal performance?

Setting up LSAs mandates meticulous attention to prerequisites such as licensing verification, background checks, and sufficient liability insurance. By meticulously fulfilling these criteria and positioning your business to align with Google’s ranking factors, you can enhance your visibility and desirability in LSAs.

4. How can businesses navigate the challenges of customer dispute management within LSAs and safeguard their budget and resources?

Effective customer dispute management necessitates swift identification and resolution of disputes, coupled with an astute understanding of the escalation channels offered by Google. By diligently vetting and disputing invalid leads, businesses can safeguard their budget and safeguard their resources from extraneous expenses.

5. What role do verified reviews and customer feedback play in amplifying a business's visibility and credibility on LSAs?

Verified reviews and customer feedback substantiate a business’s reliability, competency, and service excellence, serving as cornerstones in influencing Google’s algorithm and customer perceptions. By incentivizing satisfied customers to share their experiences and driving an amassment of authentic reviews, businesses can augment their appeal and resonance on LSAs.

6. How does diversifying marketing efforts across multiple lead sources fortify a carpet cleaning business's growth trajectory and resilience in the marketplace?

Diversifying marketing efforts insulates carpet cleaning businesses from market volatilities, positioning them to capitalize on diverse consumer touchpoints and community initiatives. By cultivating a multi-faceted approach to lead generation and customer retention, businesses can fortify their brand equity and usher in sustained growth in the dynamic marketplace.

Concluding Thoughts:

Mastering Google Local Service Ads is an endeavor that entails a holistic understanding of customer engagement, budget optimization, lead management, and brand resonance. In today’s competitive landscape, carpet cleaning businesses must deploy a multi-pronged approach to harness the full potential of LSAs, elevating their visibility, lead quality, and customer retention. By embracing the insights and strategies outlined in this guide, businesses can carve a distinct narrative in the digital sphere, unlocking growth opportunities and cementing their position as industry leaders.

You will learn:


What Google Local Service Ads are and why they matter for your carpet cleaning business.


How to optimize your presence on Google for increased visibility and customer engagement.


The importance of driving verified reviews and crafting a service experience to encourage customer feedback and reviews on Google.


Steps to optimize your local service ad profile to skyrocket your ad performance.

Audio Transcript:
John Clendenning [00:00:00]:
Today, we are going to be talking about Google Local Service Ads. We’re gonna put our thinking caps on, talk about what they are, why they’re important, what they mean in 2024 different than what they may be meant in 2023, 2022, some of the changes going on, ways to play the game, what the game even is. A you know, everything about marketing is a bit of a game. It’s the strategy, the influence, how you can maximize the opportunity and all that.

John Clendenning [00:00:58]:
Okay. So all the normal stuff, just do the housekeeping as we always talk about. You wanna turn off your cell phones unless you’re watching this on your cell phone. Turn off your notifications then. Turn off your Facebook. If you’re, you know, all Cleaner, home service company, business owner, working with service businesses, anything like that, and you’re serious about getting the good results, the next 60 minutes is one of those things that will help you get those results and help you change the way you do your business, hopefully, or at least give you some insights in all of that. So what we’re gonna cover today, Google local service ads. Some people call them Google guarantee.

John Clendenning [00:01:36]:
So, I get that conversation a lot. John, I you you just spent the last how long talking to us about different ad sources and Google local service ads. What about Google guarantee? It’s the same thing. We’ll talk about what we, why they call it Google guarantee or what part of it is the guarantee and what local service ads are. It’s the same thing, But there’s kind of a reason why they use both languages. John to know where it’s active, how it works, how you can jump John board if you haven’t already, and how you can rank in the top 3 because there’s really only 3 results that matter. So how do you get there? And then how can you take advantage of high quality leads at a low cost per lead and get the ROI to make it win. Right? So the cost per lead means nothing in business.

John Clendenning [00:02:25]:
If you don’t actually have a conversion principle in mind, If you don’t have a way to convert, you can have $2 leads, $2 inquiries. I was talking to somebody the other day there and there there, you know, we’re talking about how how much it costs to buy a customer in a home cleaning service. Right? Roofing 2, 3, $400 to buy a customer is common. Carpet cleaning 60, 80, $100 is common, right? The cost per buying acquisition of the customer. So, you know, if you found a lead source that’s giving you 2 $3 leads, by all by all means, that’s amazing. And I don’t know where that exists. 20, $30 leads makes more sense because there’s a cost to be on the network. There’s a cost of the platform.

John Clendenning [00:03:12]:
All of those costs are going up. There’s competitors and stuff like that. But the lower the cost per lead almost guaranteed the more leads you need because they’re not Marketing. The higher the cost per lead, the more targeted they are. So we’re John talk about local service ads and how targeted it can be, at a reasonable cost per lead. So for those of you on here that don’t know who I am, I’m pretty sure most of you do. You followed along other podcasts, and we’ve got customers as ours. We’ve got people that we know, friends, all that kind of stuff on the call.

John Clendenning [00:03:39]:
But just a quick little bio, I started my cleaning business career in 1990, last year of high school, and I owned over from that point through to two and a half years ago, coming up to 3 years ago now, May of 2021. I’ve owned many cleaning businesses. Some of them all the way through that John. Other ones bought, built up, and sold. I’ve helped franchise networks grow. I’ve been, spoken around the world. I had to learn this crazy thing called marketing. On the shelf behind me there is probably some of the 2 or $300,000 I’ve invested in my own marketing training over those 30 some odd years.

John Clendenning [00:04:20]:
Right? I’ve 35, whatever it works out to now years. Has I’ve I’ve spent a lot of time knowing I didn’t know what I didn’t know. So reading, learning, audiobooks, cassette tapes in my my my car back in the day, opening up the binder beside me, putting the next cassette tape in and using drive time as education, learning university time to get it all into my head constantly. I still do that to this day. If I’m out for a walk or or driving around or doing anything, I’m not listening. I love Dave Matthews and and a bunch of other type of music. I don’t listen to that as often as I’m listening to a podcast, an interview, a book, an audio book. If I find a really good audio book, I buy the book next and then go through with a Sharpie or highlighter and highlight all the most important points.

John Clendenning [00:05:15]:
I some I’ll bring them out, all that kind of stuff because I’m constantly wanting to learn. As business owners, we’re learners. We we have to be able to learn all of that stuff. So I’ve been able to lecture on this stuff. Keynote Cleaner around the world wrote a book on it. So if you want a book to read, definitely, that’s a good one. If you’re in the home cleaning space, the complete guide internet marketing for carpet Cleaner. Oh, yes.

John Clendenning [00:05:39]:
Dave Matthews. Oh my gosh. Anyways, I will come I’ll come your way, John, some point. I’ll bring my guitar. We’ll put a fire in the backyard, and I will play you a whole entire set of Dave Matthews music. I’m just not gonna be the one singing. You don’t wanna hear that. So, anyways, sorry.

John Clendenning [00:05:55]:
But, yeah, what we what we wanna do here is we want you to learn how to get these kinds of results. We want you to be a testimonial whether we help you, because, again, on the other side, we run an agency. We do all these free trainings and lectures and stuff like that. We also run an agency to help with some of this stuff. But even if you don’t use our services, but you lose, you use what you learn from us and grow your business. Tell me. Let me know. These are all clients of ours.

John Clendenning [00:06:23]:
But again, back when I was a kid in in the mid nineties, I used to get, started getting CleanFAX Magazine. I got it every single month. I’ve got cases and cases and cases in the back shop up in the mezzanine and, of all the issues of Cleaner Magazine every month. Kind of cool that last year, I was one of the industry leaders of the year in Cleanfax Magazine. I’m on their monthly training for digital marketing called Take 5 with CleanFAX and Straight Talk with CleanFAX, part of the ISSA association. And I learned from Howard Partridge and people like that. And, in the industry now, I share speaking engagements with them and stuff like that. So that’s all kind of cool stuff.

John Clendenning [00:07:03]:
But ultimately, what do we do? We help our clients become the top brand. You can say carpet cleaning, home cleaning, whatever top brand in their local marketplace. So they attract the best clients. They’re able to charge at the top rates and they’re booked out well in advance. You’re the top brand. You’re not you’re not cheap. You’re not discount. You’re actually playing the game properly.

John Clendenning [00:07:24]:
Dan Kennedy once said so the godfather of marketing and the millionaire maker, as they call it, I’m Dan Kennedy from Magnetic Marketing and many, many other things. And again, back on the bookshelf, you’ll find dozens of Dan Kennedy books that I have consumed and that you should be consuming as well. But Dan has always said the person who can pay the most to buy a customer wins. So how do you pay more? Because the customer pays you more so you can acquire customers at a higher acquisition cost and become competition free because you have found ways to upsell and scale and all that kind of stuff. And that plays into what we’re gonna be talking about here today as well. Because what we always, emphasize is there’s really only 3 core principles you need to focus on to grow any type of business. You wanna maximize the opportunities to generate an ideal lead. Need to add the little word in here.

John Clendenning [00:08:23]:
Ideal just kind of ran out of space, but who’s your ideal lead? You need to know who they are. Who’s your target avatar? You need to be generating maximizing opportunity to generate one of those leads or inquiries. I like the word inquiry better than leads these days. But, you know, you need an you need those ideal target customers. You need to maximize your brand impressions in front of those ideal target potential customers, and you need to maximize your conversions because you can generate a ton of opportunities, hopefully, to the right people. You can generate a ton of opportunities to the wrong people, and now you’ve got a business you don’t like. You start dialing in who you John talk to. Now you got a business you like, and then you generate.

John Clendenning [00:09:04]:
You John to maximize your brand impressions so that they start to know, like, and trust you. Nobody ever responds 1 and done If they do, either there’s something wrong with them, and I mean that seriously. They they’ve either got an urgent need. Right? I just mean it. And they’re in a frantic state. Sometimes that’s okay, but that is not a way to build a business unless you’re in a crisis management urgency business. But you all if if that’s not the case where, you know, they’re massively urgent, you’re probably the lowest price because there’s no way that you’re in a blue ocean where there’s no other sharks in the ocean, as they say, making it red. There’s nobody else also going after the same bait as you are.

John Clendenning [00:09:46]:
Right? So if you’re in any sort of business that has competitors, you know, you’re in a market that has competition, which means you’re in a market that has buyers. That’s always a good thing. It’s not bad to have competitors. It’s good. You just have to define yourself from those competitors differently. But if you’re if you’re generating brand impressions, people need to see you 5, 6, 7 times more to start trusting you, start knowing you. They need to know your brand message and things like that. So if you’re maximizing your brand impressions to those right people, if you’re maximizing your opportunities to get in front of them, and you’re maximizing your conversions, so once they do show up, pop their head up and say, hey, I’m kind of interested in what you do.

John Clendenning [00:10:31]:
Treat them as a wiggly fish. Hold on to them. Chase them down. Follow-up with them. Give them reasons to buy from you. Don’t be an annoying pest, but be a welcome guest in their inbox, on their phone, text message, in follow ups, in in mail to their actually to their their physical mailbox that they can open up. Right? Maximize your opportunity to Carpet, and you will beat out most of your competitors who take one call. It’s a yes or no, and they move on.

John Clendenning [00:10:58]:
Right. So these are the principles that we always talk about, and every one of the the trainings that we do in this training series, this best known cleaner training series, this best known business owner training series is all a part a part of one aspect of this. And one of those aspects is Google Local Service Ads. It’s not the only aspect. Every single opportunity to generate leads, to generate a business, to generate awareness has strengths and limitations. No one of them stands alone as the only thing you should do or the thing you should do until it’s, you know, make some money. You can try something else. You’ve got to treat everything as one piece of the pie or as I like to say, one line in the water.

John Clendenning [00:11:48]:
If you only have 1 fishing pole and one line in the water and one lure or bait, how many fish are you gonna catch? And if you look over and the guy over in the same really good fishing hole that you both found, and he’s got 30 lines around his boat. How many fish are he is he is he gonna catch? Right? So we always gotta be thinking as business owners, how many more poles can I put in the water? Local service ads is just one of them. It’s a cool one, but just like anything else, you go back years ago, pay per click was one of the best places to be because it was new, the cost per lead was low, and then over time, the cost per lead has increased and increased and increased. There are some businesses where the cost for a single click in pay per click has is 80, 90, a 100, 200, $300 per click, and it’s still profitable for the right businesses. But those used to be $5 clicks, $2 clicks, like a decade ago. Right. Local service ads is going to go be going that way eventually, too. Nothing stays untapped forever.

John Clendenning [00:12:52]:
It’s not completely untapped now, but it’s still considered slightly new in the world. So we can kind of see here by the graphic where that shows up. Local service ads show up across the top of of of the Google listing, and you typically only see 3 before you can possibly slide click the button here and to see more of them. So really sort of like the Google Maps listing, we’ll kind of touch on that a little bit as a comparison. You only see 3 now. Right? So and I like to think, like, with Google, what what Google noticed was, so Google local service ads are what they call pay per call. So you don’t pay anytime somebody clicks on it. You only pay when somebody calls.

John Clendenning [00:13:33]:
Now prior, what Google watched was things like Thumbtack and HomeAdvisor and Angie’s List and some of these other places that ranked in the organic rankings down below, generated leads, and then sold you the leads. And even back in the day, they actually sold and there was other pay per call services, and they’d share them amongst a bunch of different businesses. And so they would get paid 2, 3, 4 times for the same lead, and it was up to you to chase them down. And some of those services still exist. But somebody at Google was smart enough to go, They’re using our own platform to generate leads and sell it and make money. We own the platform. Why don’t we do that too? Why don’t we do that and and put it right at the top? We own the platform. We can put it anywhere we want.

John Clendenning [00:14:21]:
And that was Google’s entry into local service ads. So as I said, all an ad basically is that’s what so here’s where we talk about Google guarantee. So Google guarantee. What it means is that if the person is unhappy, if you damage something, whatever Google is guaranteeing the customer up to $2,000. Back to them, they can complain to Google about your services. So they need to guarantee that you’re a quality service and the phone number that goes into Google guarantee is not yours because they’re charging you per lead that reaches out to you. So you’re getting a verified phone call, which is amazing. You’re not paying for the advertising.

John Clendenning [00:15:11]:
You’re not paying for the the impressions. You’re not paying for the clicks. You’re only paying when they physically reach out to you, either by a phone call or now they’ve added in the ability for them to message you. Kind of think of it like a text message, right? So Google shows the names of the business, the review ratings. We’ll talk a little bit about that. They guarantee the service and they they’re the ones that that that will pay out if there’s a problem. And the phone number is theirs. Call tracking that bounces through them to you and all recorded.

John Clendenning [00:15:44]:
So it really, really helps it. Google know what they’re, you know, kind of what they’re what they’re providing to you. And that’s how they bill for it. Okay. So hopefully that makes a little bit of sense there. When somebody does click on the listing, it doesn’t go to your website. So the people that you have already used Google local service ads, Google guarantee you guys know this. We’re just kind of refreshing recapping for the ones that don’t yet and kind of wondering if it’s something you should get into.

John Clendenning [00:16:12]:
Understand that it goes to the listing in the Google Local Services platform. So inside that listing is some information about you that you can click on and add. There’s other things that go on in there, but they’re not seeing your website, your landing page, like other areas of Google, like Google Pay Per Click goes to a landing page that you can influence and and put whatever you want on it for the most part, you know, as long as it’s within quality guidelines and all that kind of stuff. But you can put your own offer. You can do all those kinds of things in local service ads. You don’t have that control. It is their dashboard, right? So, again, it’s catching people up at the top of the listing and there’s some requirements around that as well. So why do Google Local Service Ads even matter? Why is it one of the many places that you should consider marketing your business? Well, one of the big reasons for that is.

John Clendenning [00:17:13]:
87 percent of online consumers, which is most of us, search Google when they’re looking for service providers. So that’s when they if they don’t already have a preferred, service a business that they’re gonna type the name in for. If they’re just going carpet cleaners near me, maid services in Atlanta, whatever, they’re searching. 87% of those online searchers search on Google. Right. So if they’re if they’re online at all now, the stats are about somewhere between 60 70 percent of people search online. The other 30 percent don’t getting. Obviously, they ask before they buy.

John Clendenning [00:17:55]:
They check with friends. They call the person that installed the carpet or the tile floor or whatever. They talk to their interior designer. They talk to the real estate agent. You know, there’s there’s a whole bunch of different ways that people do that. But when they don’t have a name in mind and they’re a searcher, some people even even talk to into Alexa and things like that. But the people that do search 87% search online, so you John to be there. It’s one of the places you need to be.

John Clendenning [00:18:20]:
It’s the number one number one place for new customers looking for your service. Right? It’s in the number one place. Sorry. It’s very at the very top of the page. I’m gonna show how many people actually click on that at the top of the page. Local service ads come up first on mobile and desktop. Again, Google decided to place them right at the top even above pay per click, above the maps, and everywhere else. There’s no higher intent prospect either because the only time that Google shows that ad is when they know that there’s a huge commercial intent.

John Clendenning [00:18:52]:
So they don’t show the ad. They don’t want people calling and and and you’re not happy with the service. If somebody types in, you know, how do I get out red wine stains from my carpet on my own? They’re not going to show local service ads that that wasn’t a high consumer intent to buy a service. Google is going to show those ads. Their algorithm is going to go, oh, this person, Carpet cleaners near me, you know, home cleaning services, contractors nearby or in my city, or think of all of those kinds of terms. In Google local service ads, you don’t get to pick the keywords that people are typing in like you do with pay per click because Google’s algorithm is the one that’s deciding when they want to show because they’re paying for all of the showing of the ads. You’re only paying if you if it prompts somebody to call you. So they’re dialing all that in for you, right? So you must have a plan to win, though, because it’s not just about being there because there’s only 3.

John Clendenning [00:19:48]:
How do you show up to be 3? How do you win? How are you tracking the ROI to know? Are you booking enough of these people to, to pay the bills and cover your costs? And what does it even cost to to generate a phone call? So we’re going to talk about all that kind of stuff here, right? So let’s just talk about the breakdown first of how it impacts in the search results, because again, we’re talking about Google search here. Somebody had to type something in. Carpet cleaning in Denver is the example here. And again, about 14% of the people click on Google Local Service ads. That still does mean 86% don’t. Right? This is just based on natural national stats. Companies like BrightLocal and a bunch of others do these surveys and stats all the time and determine how many people click on different spots of the Google search results in industries like ours and other industries and stuff like that. 11% of the people click on Google AdWords now.

John Clendenning [00:20:45]:
Now that used to be a lot higher when there wasn’t local service ads. But now between the 2 of them, they’re blending about 25%. That means 75% of the people still don’t click up up at the in the ad section at all. They go, you know, about 35, 30 to 35% go down into the 3 pack, and they have to click more listings to get beyond that. And that’s that’s based on your proximity and how close you are and and how you’ve got your Google Maps listing set up. And then 40 to 45%, sometimes as high as 50 percent still go down in the organic Readers are leaders. They the people that are doing due diligence and thinking through a process and are earlier on in the buying cycle and funnel, they’re still gonna be down here for that same search term. So we’re capturing about 14%.

John Clendenning [00:21:35]:
Right? Is that valuable? Heck, yeah. It’s valuable because we’re still talking about maximizing your opportunities to generate a qualified lead. Are they qualified? Holy crap. They’re super qualified. Right? And you John catch as you wanna maximize. So that’s an opportunity. It’s got its strength and its and its limitations. Google Ads.

John Clendenning [00:21:55]:
That’s an opportunity to capture some more. It’s got its strengths and limitations. Google Maps. That’s an opportunity. And down here in organic, that’s also a huge opportunity. So the answer is yes to all of them because they all capture have an opportunity for you to capture an ideal targeted lead who is interested in your services, and now you need to be able to do something with those and convert them better. And and that’s kind of a little bit of what we’re John talk about here as well. So, you must complete your Google local service application.

John Clendenning [00:22:30]:
It’s not just, oh, I John pay them there to today. Nope. There’s a full application involved. They will run a background check on you because, again, remember, Google’s guaranteeing this. They need to know. They’re they’re gonna be doing a licensing and background check, with Pinkerton in the U. S. I can’t remember the name of the one in Canada off the top of my head, but they use different background check services.

John Clendenning [00:22:51]:
You know, the business owner and all the technicians that are gonna be involved must complete those. So you you you wanna make sure that you go through that process. It can take up to a week, sometimes more. You wanna make sure that in your state, you’ve got your state license. They’re gonna wanna see your insurance as well, your business insurance. You have to have enough liability insurance because they’re guaranteeing you. You better have insurance, for what you’re doing as well. And once you’re approved and, again, that’s a process, and it can take a little bit of time.

John Clendenning [00:23:26]:
You’re John to be basically paying somewhere between $25.45. And expect that to shift upwards over time. I remember when it was 15, 16, $17. 20, 22 was the average. Now it’s 25 to 45 in most marketplaces and going up for somebody to call you. And I know I’ve got people going, John, that seems incredibly expensive to for a phone call and paying 25 to $45 What my answer is usually, you know, run your math because I used to pay back in 2002. I was running through some reports recently. It was $80.82 to buy a customer from our yellow page ads, again, before the days of Google Ads and really even before the Internet meant anything to anybody, Google Ads didn’t even roll out to what, 2,002, 2003, somewhere in there as a as an ad platform.

John Clendenning [00:24:27]:
Google was just this weird search thing prior to that. They didn’t even monetize it until around that time. So yellow pages was one of the the places cold leads went to find businesses. They, you know, when they didn’t have a name in mind and they needed to search through a category. Pizza Masters, Mechanics, Carpet Cleaners were some of the top sections in the yellow pages. And you paid to be in the yellow pages, usually about $500 a month for a quarter page ad. You sometimes as much as $1500 a month or more for a full page ad every single month in the yellow pages just to try and generate phone calls against everybody else who’s also getting those phone calls. And when you by the time you paid all of that based on the number of phone calls and maybe you’re in 4 different books because of the way they divided your territory to $3,000.

John Clendenning [00:25:15]:
I used to pay 5, 6, $7,000 a month in yellow pages as one of our lead sources in our carpet cleaning business in the 2000. And, yeah, we would be we would be happy to buy a customer for 80 bucks 20 years ago because we knew 1 the lifetime value of the client was 34 or 5 $6,000 back then. Now it’s 5 to $8,000 for quality clients in carpet Cleaner. The lifetime value. Are you willing to spend $80 at the front end to get 5 to $8,000 over the lifetime if you market to them? Well, heck, yeah. So what we’re talking about here is if you’ve been if you’re paying between $25.45 for a phone call and you’re good on the phones, you are good at doing follow-up. We’re John to talk about a couple of those ways to convert that and you book more than 50%. You bought a customer for 50 to $90.

John Clendenning [00:26:04]:
Now, if you’re if you’re cleaning price is $90 per cleaning, you’re John to go, wow, I bought it for full price. The average carpet cleaner, 2, 3, $400 average John, that’s easy. That’s easy. So part of it is the price you sell at as well. You gotta think about that. Does it fit into your metrics? You know, if your prices are discount, how do you get a decent dollar amount per job? Do you wanna do 5, 6, 7 jobs a day to make $1200, $1500 a day? Or do you wanna do 1 or 2 jobs a day to make $121500 because you target a different clientele with a different message? That’s all part of what we like to talk about during our consultations and marketing and and some of our services and stuff like that. But you’ve got to think through what works for you. Right? Again, some industries, 70, 80, 90, $100 a phone call from local service ads.

John Clendenning [00:26:56]:
But a lot of times, it’s still less. It’s still one of the best, most cost effective paid lead sources if you start running the math on all the other ones as well. You can say, John, I get Facebook leads at 15 to $20. Yeah. But they’re tire kickers because they didn’t go typing in. They weren’t hyper targeted. So you need 4 or 5, 6 of them before one of them says yes to book a job. What is that? 6 times $20 is $120.

John Clendenning [00:27:23]:
You just spent more to buy a customer there even though they seem less expensive. So think about you got to think about things that way. The price will vary by city service type, message type, phone versus chat. They offer a chat lead and it’s usually about 50% less cost, but the conversion rate’s lower as well. So it’s worth testing and playing with, but you definitely John make sure, phones is the most important part of that that service. Right? So to get approved, you gotta go through this check. You’ll see it on your end. Proof of insurance, background check.

John Clendenning [00:27:54]:
You want customer reviews. Right? So we’ve worked with companies that have had their Google local service ad set up by somebody else, and it wasn’t set up properly and was never tied into their Google Maps listing. When you have a Google Maps listing and you do the right connection and you go through and set up the account the right way, then, you know, if you’ve got 200 Google reviews over on your local on your Google Maps, now you’ve got 200 reviews that come into your local service ads, right? When you set it up and you pass this, if you don’t, they’re going to ask you to go out and get a couple of reviews just to get past this check mark. You cannot be in Google Local Service Ads platform without a minimum required number of reviews. Right? They’re only Google is only gonna show reputable businesses, and they they help prove that with with the reviews. You’ve gotta have the right you gotta have a budget set up and you’ve gotta get billing information set up because they’re gonna charge you for every call. Right? So where it becomes fancy is how you’re setting up your budget. Right? So you John set a weekly budget.

John Clendenning [00:29:00]:
They want you to set a weekly budget that limits the total number of leads you receive in any given week. Right. So say, for example, somebody says, I want to spend $1,000 John local service ads. Okay. That’s $250 a week. That’s your weekly budget. That’s $50 a day. If your cost per lead is $25 in your area, 25, 26, 27 during the bidding.

John Clendenning [00:29:23]:
Right. Google knows that you’ve got 1 or 2 phone calls a day and your budget for that day is spent. Now they’re looking at the weekly budget, but their algorithm smart. Like we’re talking, you know, AI, they can do basic math. It knows and it’s going to scale you back. And that 3 pack we talked about, it’s not going to show you up in those those three listings as often because you’ve got a limited budget. We like to say take your monthly budget and at the very least, set that as your weekly budget. And if you spend it all and you don’t want any more leads, pause it.

John Clendenning [00:29:58]:
But if you’re booking well. You will never like you’re not going to spend the whole $1,000 anyway. There’s just not that many people calling you on every single day out of that 14% that have typed the search in in the areas that you’re Marketing, find that are part of the people that are going to call from there and call you. If they are and you’re getting flooded with work, get another van on the road. Go do the work. If you’re good at converting those leads, open the tap up. That is one of the strategies that works really, really well. Because once your budget is spent, you go offline.

John Clendenning [00:30:30]:
You’re you’re completely offline until the next month, right? Because you’ve you’ve given it a budget, right? So you can get, you can use a different number of leads from day to day. Doesn’t mean you’re John to always get, you know, oh, I’ve got enough for 2 leads. I’m going to get 2 leads every day. No. If you go, oh, I got enough for 10 leads. I’m going to get 10 leads every day. No. It’s still based on competitors who’s bidding what, how many the volume of customers calling.

John Clendenning [00:30:57]:
We know in the industry that on a sunny Monday Tuesday, you get more phone calls and maybe Friday Friday afternoon, Wednesdays and Thursdays could be slow days. Once you kinda get up to scale and volume, if it starts raining on a Monday, some of those calls get pushed to Tuesday because humans are weird psychological Cleaner. And we we we see rain outside and we go, I don’t John call for carpet cleaning for 2 weeks from now. It doesn’t make sense, but it happens. It’s the way psychology works. Right? So you have the ability to immediately dispute leads on the platform because every call is being recorded. Google’s recording them. You can hear them.

John Clendenning [00:31:29]:
If it turns out that it was a call for somebody looking for a job, it was a call out of your Carpet. It was a call for a service that you do not have defined in in your local service ads. Right? You can dispute those. So so things that can be disputed Carpet solicitation calls. So maybe there’s a vendor calling. Right? Somebody from HomeAdvisor trying to get you on their platform. Spam calls, you know, could be recorded, could be, you know, things like that, like just a a robocall. Again, a location you don’t serve, a service not offered.

John Clendenning [00:32:04]:
Now Google’s AI is getting really, really good at listening to the calls and knowing when this happens, but you should still go in and mark any call that was, was not legitimate spam because you get the money back. Google is not charging you. Now, the downside of if you don’t do that, if they hear, like, say, for example, you booked the job and then you didn’t ask the right questions, you don’t have a good inbound script. You’re not vetting the client properly, right? You haven’t kind of thought through that part of your business yet well enough, or whoever answered the phone kind of winged it a bit. And next thing you know, you go to do the job and you realize that’s not in our area or that’s whatever. But we don’t do that service. Like for whatever reason, you try and dispute it with Google. They’re going to, no, no, no.

John Clendenning [00:32:47]:
We heard you. You booked it. It’s yours to pay for no matter what. But if you can dispute it right away and you’ve got you, you’re asking the right questions, you got the legitimate reasons, you you get that money back. So, keep that in mind as well. So this is feedback from our own clients and active users and people that we talk to in the industry and our own experience. You end up with actually a lower cost per lead than pay per click. So at the end of the day, the lower cost per lead for sure, and usually a lower cost per client acquisition, they are just more targeted, a little bit more than just that top of Google.

John Clendenning [00:33:27]:
Again, it’s a smaller crowd, but they’re more targeted definitely than pay per click because pay per click is not catching as many of them anymore. Higher quality leads than things like HomeAdvisor and Thumbtack and stuff like that because it’s again, it’s just right on Google. They don’t have to go into another platform and, you know, search Google, find HomeAdvisor, go into HomeAdvisor, type in that they’re looking for carpet cleaning. And again, people like and then HomeAdvisor, for example, they send you the lead form that the person filled out. It’s not phone calls. It’s not you’re getting a live transfer right to your phone and it’s ringing. Right? So, of course, you’re still going to get price shoppers. John, I wish we didn’t get, you know, people that, you know, need me to explain our services and why we’re different and still just want the cheapest price.

John Clendenning [00:34:07]:
Right. 20 percent of consumers are always price shoppers, even in the right category, even if you’ve targeted the right people with the right message. 20% are still going to be minimum Carpet still going to be price shoppers. Now, some of those with good marketing and good education based marketing can be followed up with over time and be educated why the discount isn’t the service for them. But if they live in geared to income rental property, and they just need some cleaning done on their carpet, their upholstery, whatever, Sorry, but they don’t own the prop. They don’t own the carpet. They may not even, you know, they might have bought the upholstery secondhand. They’re going to be a discount shopper if this is the way they searched And for whatever reason, they decided to call you, but they’ve got $50 left to pay for a cleaning because their best friend just puked all over the couch after a bender.

John Clendenning [00:34:57]:
You know, that might not you’re still gonna get those calls. But, ideally, you, you know, you’re gonna get better quality calls because of, a couple of the influencing things we’re gonna show you here as well. But if you’re done, if you’ve got your scripts right, you’ve got your follow-up right, You’ve got your your, you know, you’re marking the leads properly. You’re John to get a higher and higher quality lead from there. Google is going to show you to the right people more and more. And if you track your ROI, which you should from every advertory advertising source, how much did I pay? How many calls did I get? How many of those calls did I physically book on the first call? How many calls did I book on my follow-up? And eventually, of those that lead pool that was generated, how many actually became customers and what was the final revenue? If you can track them tip to tail and go back and go, wow, that was a 5 to 1 ROI, return on investment. I spent $1,000 and got $5,000 worth of work over the next couple of weeks. I spent, you know, maybe 3 to 1, $1,000 and got $3,000 worth of work.

John Clendenning [00:36:02]:
Would you turn that off if you were in Vegas and you put $1,000 into, you know, on a poker table? And every single time you put $1,000 worth of chips on, you got 3,000 back and you took a 1,000 and put it back on the poker table. You got 3,000 back. Would you stop? Right? Maybe when you got tired, but, you know, you as soon as you woke up, you maybe there’s enough coffee coffee and, Adderall in the world to keep you making that money, you know, until you drop. So anyways, think of it this way as well. So, it’s a it’s a no brainer for most carpet cleaners to have it in the mix, not as their only way and get it out of your head. If you’re thinking, well, I’ll start with that. And once I get enough money, then I’ll add, I’ll do other marketing. Marketing is still always a mix.

John Clendenning [00:36:44]:
This should be more than well, more than break. Even you put it in the mix, it didn’t cost you money. If you’re booking, right? If you’re booking more than 50%, it never cost you money. Let it earn its keep while you’ve got other things earning their keep as well. So it’s a mixture of all of it, right? So you show up at the top where some clients are looking. You only pay when the when they get give you a call. So you only pay for lead, not per call, lower cost than pay per click, higher quality than home advisors and other pay per lead services, and your ability to modify your budget based on your schedule is a really good one as well. You can literally go into the back end of the platform and for the clients who we work with, we we don’t make any money on local service ads.

John Clendenning [00:37:26]:
We barely Carpet anything to add that John our marketing packages, but we listen to the calls. And if we’re noticing that you’re booking too far out and you’re not landing them, a lot of, you know, you know, a lot of clients don’t remember to pop back in and just pause it or slow it down or do anything like that. We do that for them because you don’t John be spending money when from the local service ad source when the you can’t take the jobs because you’re too booked out, and you haven’t got that next truck on the road yet and hire the next tech technician or he’s in training and he that kind of thing. Right? So you wanna be able to modify your budget. Google lets you do it on the fly. Google local service ads let you do it on the fly. So that’s something to consider can consider as well. So let’s get into setup now.

John Clendenning [00:38:06]:
We know why. Again, if you work with us and you don’t have them set up yet, get them set up. Like, even if you turn them off, get them set up and ready to go for when you need it. Right? So, we’ll talk about, you know, hitting the algorithm up. If you don’t work with us, go to If you’re driving right now watching this, don’t try and write this down. Don’t have an accident. Go to Google and just type in local service ads.

John Clendenning [00:38:31]:
They’ll give you the link. Alright? It’s it’s a search engine. Just go search up local service ads. And when you get there, now is you’re John get to this screen right here. You’re gonna have a welcome, and it’s gonna tell you about what you what you need to do and what Google guarantee is all about. Again, that Google guarantees your service to the their end consumer. Right? And you continue. Click continue and start the sign up process.

John Clendenning [00:38:58]:
Pretty, pretty basic. Right? So once you get signed up again, it can take a week or 2. You’ve got to do that background check. You’ve got to bring you put your insurance. You’ve got a local licensing and whatever they ask for. Every kind of area and state is slightly different based on local laws, not just Google’s national laws. So it’s based on local laws in your area for this kind of service. So just kinda go through what it is in your area.

John Clendenning [00:39:19]:
Right? But, how does the ranking work? Why who’s gonna show up in the 3 path? Well, at the end of the day, Google’s still gonna deal with proximity. Right. One of many factors and there’s many, but one of them is how close are you to the person searching? Right. So if Google knows and Google does know where your business is, even if you’re a service area business, where they sent the postcard, where your center of your service Carpet is, You can’t turn around and say, oh, I’m a service area business, and I serve as a 500 mile radius. Google’s gonna go call BS on that. Right? So they’re going to give you a targeted service area. Right? So there is a proximity. And once you get too far out, there’s other people that are closer.

John Clendenning [00:40:02]:
So one of the ranking factors, by all means, is John to be the proximity to your Google Maps listing to your where they sent the postcard to verify your listing, all of that kind of stuff. Right? So, you want to really kind of make sure that you think that through as well. It’s the same thought conversation you have, in Google maps. If your location hub, center, pin drop office is nowhere near your ideal client in a 5 to 10 mile radius, it might be worth moving offices. Sounds crazy. You could open up a second office in a different area of town as well. Anything that you can get legally and legitimately verified through Google can be another local service ad account. You have to set up a new account for that, but based on that, Google Maps listing.

John Clendenning [00:40:53]:
So something a little bit of nuggets of good information right there. Your review score determines who goes first as well. Now Google is John bring over those reviews as we talked about from your Google, your Google Maps listing. But sometimes you’ll you’ll you’ll notice that, you know, maybe you’ve got a 120 reviews on your Google Maps and you’ve got a 135 reviews on your local service ads. Well, what’s the heck’s causing that? Well, that’s coming from the fact that local service ads has its own ability to generate its own reviews. So and and they they they take their own reviews at a higher scale. So right within the platform, it’s considered a verified review because it’s somebody that actually typed the search in, found the local service ad, called your business, booked the John. You told them the job books.

John Clendenning [00:41:42]:
So they now know it actually booked. You completed the John, and then they gave you a review all the way through the whole process. And that gives you tons of brownie points as well. So you John to make sure that you get reviews from people that that come through local local service ads. Your responsiveness is massive. Do you answer the phones when it rings all day? Every day we got clients go, oh, I always answer the phones. And then they jump on our platforms and we’re listening John. You miss 30% of them.

John Clendenning [00:42:11]:
Right. In in Google local service ads, when they’re when they’re trying to deliver a great client experience for using their service, if you don’t answer your phones and somebody else does, they get the calls. Right? You’re John be demoted. Right? So you John be responsive. If they fill out a form and message you, I’ll get to it tomorrow. All of that is tracked. You can actually see your response time inside local service ads. They know that the person who responds faster, gets gets priority points and moves up in that that rankings as well.

John Clendenning [00:42:43]:
Your business hours matter as well. You do not John be running ads when nobody’s on the phones. So you wanna dial in only the times that your phones are available to be answered. If that’s Monday to Friday, 9 to 5, that’s the only time you’re running the ads. Don’t say, well, I might answer it at at 11 o’clock at night. No. No. There’s no mites in this as well.

John Clendenning [00:43:03]:
Right? So if you get complaints, a series of or serious complaints. Right. Or repeated complaints. Right? So either serious ones or repeated ones. Google guarantees the end customer They’re John demote you and possibly even ban you, suspend you if you’re getting complaints. Right? Especially serious ones that need resolution and need to go through the whole, claiming back some money process and stuff like that. Again, in addition to these ranking factors, Google will attempt spread out the leads you receive over time. They don’t want to spend your entire budget right away, so it’s trying to spread it out.

John Clendenning [00:43:44]:
So again, that’s that other thing that, you know, if you’ve set your monthly budget as a weekly budget and see where the, you know, where the chips fall, Watch that. You’re going to be you’re not going to be demoted because your budget’s too lean. You’re going to just spend it. You can book up and then pause it if you’re too busy. If you’re booked out and out and out, pause it. Right. Because at the very least, you’re you’re being pushed to the front because as as one of the many ranking factors, you’re willing to put your, you know, your, your money where your mouth is, and then you pause it when you’re too busy and that’s fine. Right? So how to win with local service apps? You John dial in your service area, your profile, and your budget.

John Clendenning [00:44:25]:
We talked about the budget quite a bit. Service Carpet, you don’t wanna go so far out. Again, there’s a proximity thing. You don’t wanna go so far out, that it it kind of weakens or spreads thin your budget or your your your ads. It’s better to actually if you’re trying to service a really big swath, most businesses, it’s better to have a satellite office and run that. If you’re growing to that size, it’s better to target a hub where you your ideal car customers are and really be seen over and over and over again in that area. It’s better to maximize one area before moving on to the next as opposed to thinking, Oh, the more the merrier, the more the merrier is not a a business growth concept. Right? So, you want to mark your jobs as booked.

John Clendenning [00:45:13]:
The more jobs you book, the more Google is going, oh, these guys are popular. Let me give you the more. Let me have them show up more. Right? So you want to mark your jobs as booked as well. You want to deal with disputes right away. You want to drive verified leads or reviews, sorry, verified reviews. So what that means is, you know, again, all these people that came through, there’s a button at the end. If they you booked, they became a customer and they’re done.

John Clendenning [00:45:37]:
You have a little bit of homework to do. Go back and ask them for click the button. Google will send a request for a review, not you. Google will right inside the the Google local service ads platform, and they will get reviews directly there. Even if you’ve asked for Google reviews yourself on the job, all that kind of stuff, you have a reputation marketing system where you’re asking for feedback first, then reviews. And, you know, the better way to do it doesn’t really Masters. Still click this button after the fact and let Google send out, Hey, by the way, we’re Google Local Service as you used our service. How did the provider do? It feels different as well.

John Clendenning [00:46:10]:
There’s people that will fill out a review for you and still refill it a review here as well. Just so you know that, and you want to target a 75, and that should be not and 75%, booking rate in your reporting. Right? So we’ll talk a little bit about that. But you want to you want to target a high booking rate and there’s ways to kind of do that. Right? So let’s we’ve got we’re going to talk about dialing in the profile. Step number 1 of that. Right. Set your budget.

John Clendenning [00:46:37]:
Open it up. If you if you have the capacity, just keep it wide open. Update your your ad schedule. Make sure it’s not showing when you’re not available. Set up your business file. You have a couple of options to click on certain things. Google grabs those from other from your maps listing and other places around the web about your business. You don’t get to type them, but set that up.

John Clendenning [00:46:57]:
Set that bio up. Well, select your job types. What types of jobs do you wanna do you wanna chase down? And be very aware that if the job types are too vastly different, it adjusts. It messes with the way your budget is. So if you do maid service and carpet cleaning and maid service is a vastly different service than carpet Cleaner. It’s often better to have those 2 as separate divisions of your company, separate Google listings and separate local service ads and running separate marketing because there is a difference in who buys those, but there’s also a difference in the keywords. And there’s and it’s it’s hard to kind of bid for both, if that makes sense. You’re going to end up being no good in either.

John Clendenning [00:47:40]:
So when they’re highly related Carpet cleaning, upholstery cleaning, air cleaning, tile and grout cleaning, all of that stuff that we know about, Keep them tight. Keep them you can put them you can test them all. But I would always start with the thing that generates the most amount of revenue and the most amount of inquiries for you. Normally, carpet cleaning for us Carpet cleaners and then add the other ones on and see where they do. Right? Make sure you have your service area dialed in well. Update your business hours and add lots of photos. Right? So you want to have photos of your equipment, your team on the job. You don’t want stock photos.

John Clendenning [00:48:13]:
You don’t want babies lying on carpets and all that other stuff like we say about websites as well. And, you know, family and a dog sitting on a couch. You want your team, you want inside the office, inside the van, outside the van, inside the cover, everything. You want to teach them what it’s going to look like to hire your services. Right? So if you’ve got those photos, that’s going to be an influence moment, right? Because now they’re going, Oh, look at these guys. Oh, and they’re going to flip through photos, and somebody else has got 3 photos, and they’re all just kind of base you know, the picture of the the front dashboard on their truck mount compared to you taking a picture of the van or your 2 vans sitting parked side by side in front of city hall where you’re cleaning and hoses running in, that tells a different story. A picture tells a 1,000, says a 1,000 words. What story do you want your pictures to tell? Think about it and really, really modify or or upload good pictures and keep an eye on the pictures.

John Clendenning [00:49:03]:
Change them up. Make sure you’re telling a story with your pictures. A lot of companies just don’t do that. Market jobs is booked. Google rate your responsiveness and how well you completed your jobs. So mark them as booked and scheduled. Right? The jobs that said, Yeah, let me think about it and call you back. Chase them John, right? Mark them as booked once you get them outside of that initial phone call, right? Add in the customer details and all of that kind of stuff.

John Clendenning [00:49:30]:
It just shows Google, even if you never use that platform for anything else, but you can add in the email and then press to get a review and Google is going to send them an email message. Right? So all the information, just fill it out just just to complete it because it actually adds brownie points, right? Archive any of those not converted opportunities. So you’re teaching Google’s algorithm who may became a good client and who didn’t. Right? So it’s a little bit of a game you can play with that as well. That’s saying, Hey, Mark, the very best customers is booked, right? But the higher booking percentage you have, the more Google is going to show you more than the competitors who maybe only booked 20% and you booked 75%. Right. So you can influence the algorithm a little bit that way. Deal with disputes right away.

John Clendenning [00:50:15]:
You won’t be charged if the dispute is disqualified outside of your area, not a service you provide. Deal with them right away. It’s available right in the back dashboard. Deal with it. Right? But don’t legitimately dispute something that’s a legitimate lead. Oh, I just didn’t like that customer. Oh, they just didn’t seem like they were qualified for us. No, no.

John Clendenning [00:50:33]:
If it was the services that you provide in the service Carpet, you provide it. That was a qualified lead to Google and you’re going to pay for that lead. Right. But dispute the other ones well, and they will remove them off of your off your bill so you won’t be paying for those ones. And again, at 25 to $35 an average cost per phone call, not a bad idea to dispute 4 or 5 of them in a month and save a $100. Right? Drive verified reviews. Go a little deeper in this. The number of reviews is a major driver of your rankings and where you show up.

John Clendenning [00:51:07]:
So provide great service as always, deliver a reward like an excellent service experience. Craft your service experience so your technician knows how to approach the door. Step back, wait to be invited in, put booties on, roll out the red carpet, use corner guards, have, you know, smells good, doesn’t smell, you know, sweaty. The 3rd job of the day, whatever, And change their shirt, you know, put on cologne, whatever, all that kind of stuff. Have a script through the home. Deliver an amazing service experience because with that, people are John give Google reviews as well as give you reviews when you ask in 2 different ways. So you’re gonna be asking for feedback and reviews as the company. Google is going to be asking later if you click that button.

John Clendenning [00:51:51]:
Right. So you might even wait a day or 2 and then click the button after the job is done and say like, Google ask this one, like Google ask this one, and you can do both. So you ask right away for feedback and then reviews like Google like Google send an email later on. So hopefully that makes sense. Will LSA reviews add to the total in your maps? Brent, good question. Sorry. You’re lucky I looked over there. So, but, I just saw it kind of move in the corner of my eye.

John Clendenning [00:52:18]:
No. They won’t. They host them themselves on their own platform. So on local service ads, you will see that number say this guy might have 130 reviews on their own listing, on their Google Maps listing, and then maybe have, again, the difference, 28, came through their local service ads over time. Right? That’s why they see 158 there. But, no, the ones that are inside local service ads only live there. Right? So this is kinda what they look like. That was the call.

John Clendenning [00:52:49]:
Ask for review is just a button in the dashboard. It’s pretty easy to get used to the dashboard. And but, yeah, once they you know, right now, if you don’t put the rest of the information, you might not know who this person is. So that’s a good reason to fill out the rest of the listing as well. But because you’re gonna ask for a review and you want to make sure if they just phoned you, Google doesn’t have their, doesn’t have their email address. So you’re gonna have to collect that from the customer. So what’s the best email address? And I’ll send you everything we just talked about and the stuff you need to do prep before we show up at the home. Right.

John Clendenning [00:53:18]:
So hope and spot in the driveway near the door, but all that stuff. Right? You’re always gonna ask for an email address, you know, and it’s not like, may I have it? What’s your best email address so I can send you this stuff you need? That’s psychological. That’s neuro linguistic programming, a little bit of psychological positioning. You want this thing, the stuff you need before we show up? Yes. You have to give me that and you ask in that way and people will just give you the answer without the filter of, Oh, I don’t like giving up my email address. Right? So it’s just it’s just a way to get past that. So, and then again, you’re John to get verified Google, Google verified jobs. Right.

John Clendenning [00:53:54]:
And that’s what they’re going to look like inside your local service ad listing as well. But, yeah, they don’t cross pollinate back into the other one. Again, target 75% booking rate, And you’re John to see that inside your listing. Well, clients we work with when we do the again, we don’t charge very much just to listen to every single one of the calls and help with the images optimizations and help with a bit of the other optimizations and really find out when you’re booking or not booking and stuff like that as part of our ad service. If you’re running one of our ad services, we can add this on as a as sort of like a compliment for for not very much at all. But one of the things we like to do is, you know, again, make sure that you’re attempting that you’re marking qualified leads as booked jobs in Google. Right? You don’t necessarily have to think of your Google dashboard as the holy grail that says exactly what happened exactly. So if that’s covert enough of explaining sort of part of a strategy that can help, but you John the higher booking percentage you have, for qualified leads that are the right type of customer, the more Google is gonna put you the algorithm is gonna put you in front of more of those customers.

John Clendenning [00:55:13]:
If everybody that booked is low income side of town and, you know, discount shopper and Google already knows that information based on the ad ID and their search history and all that kind of stuff. And you book all of those or a lot of those and none of the others. And that’s what you teach the algorithm. Guess where it’s John to dial your ads in showing up more. Right. So there is a bit of influence over time in the algorithm of making sure that the better clients are the ones that are marked booked and stuff like that as well. So, how do you increase lead flow? How do you get it wide open up your budget? You can start expanding your service area or your job types or your ad schedule or your business hours to increase it if you’ve got the capacity. But again, with all the caveats I mentioned earlier about making sure you don’t overexpand that.

John Clendenning [00:56:01]:
Right? You John close out every lead as booked, scheduled, or archived. So you wanna make sure that every lead gets closed out in their dashboard. It actually it teaches the algorithm a little bit as well. It’s not just teaching them, but you look conscientious. It is We have noted. They don’t say this anywhere in their policies, but we have noted that people that close out every single lead, and, again, we help with that, the clients we work with, is it just makes them go, oh, these guys are proactive, and proactive businesses get brownie points by algorithms. Right? And request verified leads on every job as we talked about. Right? So what should you do right now? You should get your you should get with your strategy partner on our team if you don’t already have it set up.

John Clendenning [00:56:46]:
At least just to get it set up. Right? We can help you with that if you don’t have it set up. If it’s set up and it’s not sort of optimized, we can help with that as well. And if you need somebody to stay attentive to it for you so that you don’t run into it like we’ve seen some clients, you know, kind of do it themselves. And next thing you know, they go, well, we just spent $35100 last month. We had it wide open. And but, you know, that flood came through, that hurricane came through, that whatever. We were super busy, and we literally took, like, 3 jobs from local service ads, and it’s sat running because we’re too busy to think about it.

John Clendenning [00:57:19]:
And, yeah, we we booked maybe $400 worth of work and spent $35100 because we should have turned it off. We would have heard that for you kind of idea. So things like that, you definitely need to be attentive on it. So it’s something to think about anyways. Complete the background check, put the tracking in place to gauge your ROI. Don’t just wing it. Actually, I don’t care if that’s just a Google spreadsheet, if it’s an Excel spreadsheet, if you use, like, Housecall Pro, Service Masters, any of those, and you can tag the local service jobs so you can reverse engineer the numbers at the end of the month when you’re running your math. Like, however, you track your ROI, track your ROI.

John Clendenning [00:57:56]:
We talk about it on, you know, on every lead source, every ad source. Be sure that you’re leveraging the platform properly and play the game, while the ROI makes sense. So So again, if you’re booking 50% of the John, legitimately, when you listen to them, you’re booking 50%, You’re doing good follow-up. So the people that didn’t book today, are you calling them tomorrow? Do you have them on a on a on a list? Are you leaving it there? Are you pulling it out? Are you putting them into, like, a tool like ours, carpet cleaner lead pro, where, you know, you’ve got their name, you got their email because you’re on the phone with them? They said, yeah, let me think about it. Okay. We get that a lot. We’re carpet cleaner. We don’t not everybody books on the phone.

John Clendenning [00:58:36]:
What is your 2 week chase process before you before you kind of put them into long term nurture? What is your long term nurture? So that even if they decided not to do it now, because you know what? The dishwasher broke down and they had a different bill and they have to wait 3 months. They’re not gonna remember you at all. Sorry, you know, about your ego there, but they’ve forgotten. Is that John’s Cleaner, George’s cleaning, jaw, John? I don’t know. I’ve got choice. I I can’t remember. Let me just pick 1. Right.

John Clendenning [00:59:02]:
But if you’re in their inbox, you spent a couple weeks telling them why your business is different, educating them about how you clean, why you built your system, your risk reversal guarantee, your founder story, all that foundation stuff that we always talk about in your blueprint. If you’re doing that and you’re following up with them during that lead chase period of about 2 weeks, and then, you know, sometimes you’re sending a mafia offer at the end of the 2 weeks works really well as well. And then putting them into long term nurture, and 3 months from now, 4 months from now, they pop their head up because something else had happened, and now they’re ready. You paid for that lead once, That phone call way back here in in in October and now in February, they’re calling to say, I’m now ready. They didn’t remember you. They don’t know you. They couldn’t find you unless you chase them. It may be it’s a year later and they go, you know what? The last guy I hired didn’t like them.

John Clendenning [00:59:54]:
Right? You guys have been following up with me every single month with stories of happy customers and some great tips around the home and blah blah blah. And you’ve been kind of pinging me and checking in every so often and stuff like that every few months just says, is there anything you need help with? Blah blah blah. Again, we do that automated with carpet cleaner lead pro. But if you’re doing if you’re not doing an automated, have a system in place where every lead gets put into even just a file folder and you move them through to stay in touch. Right? The ROI is going to make sense to you a lot longer than it makes sense to most of your competitors because I guarantee you 99% of all other businesses, not just carpet cleaners, 99% of all other businesses don’t know how to do lead chase properly. And the one that does is the one that grows bigger, has better clients and sells their business for many multiples more and makes more money and is happier about the business they’re running because they built systems in their business that generated growth. Right? So will this make money, help you attract more leads and grow your business? I don’t need to wait for people to pop yes in the box. Yes.

John Clendenning [01:00:59]:
It will. We know that. We’ve proven it across 100 and 100 of clients. So what are your takeaways? Right? Write them down. What are the takeaways of where local service ads fits into the mix of your Marketing, not the sole source of your marketing. You never be John to be victim to that was the one place I got 50% of my my my leads. That was the one that whether it’s local service ads, whether it’s a contractor in town, whether it’s a great real estate agent, whether it’s, you know, Facebook ads running really, really well. I don’t know.

John Clendenning [01:01:36]:
Pick the thing, whether it’s every door mail and whatever, and all of a sudden something changes and now you have it becomes, if you if you worked with a business consultant, you’ve had what’s done is is called a SWOT analysis. Your strength, your weaknesses, your opportunities, and your threats. Having too few poles in the water to build a business is a massive threat. You have to solve for that threat. You have to get 10, then 20, then 30 ways to generate 2, 3, 4, 5, 10 leads a month. Now you’re generating 300 inquiries and leads, and you’ve got your database being marketed to so that it’s coming back twice as fast as it ever used to. So the average person comes back every 18 to 24 months, and you’ve got them 11 to 13 months coming back. You just doubled your business from your database alone on top of everything else you’re doing.

John Clendenning [01:02:27]:
So if you ever need help, we call it the best known cleaner, omnipresence marketing system, because what we’re talking about is all of these little hinges that swing big doors and no one of them is good enough. But in the mix, they all have a place If you can maximize the ROI and you can understand from this conversation here, there’s a lot of things that you can do differently than somebody else. If you’ve got somebody on the phones and answering your phones for you, don’t be don’t be answering your phones when you’re driving your truck and in front of Mrs. Jones trying to sell her your, you know, whizbang, always clean, repeat cleaning package at a dollar 20 a square foot or, you know, minimum $500 And you, you know, you can sell 30% of those if you’ve got the right script, but all of a sudden your phone rings and you’re either do I take the new client call? Do I talk to Masters. Jones? No. No. That that should be answered by somebody instantly during business hours. You should have two way chat going on with automation, all of that kind of stuff.

John Clendenning [01:03:31]:
You need somebody, even if it’s a stay at home mom, if you’re a one truck operation answering your phones and getting paid for everything they book and teach them how to do follow-up. Right? But you need to be building that because you need an omnipresence marketing system that everywhere they go, they start learning about you. Who? Your ideal target market, who is your ideal target market, your ideal client customer, and your ideal referral partner. Those are your, as your target market who needs to see you and those who you that’s who you need to be marketing to consistently in full force at a full course court press every single day. When you don’t have a lot of money for marketing, it is shoe leather and time because you have that instead. When you when you have less time, it’s because you’re busy, you have more money. And then you balance between the 2. So you do the hustle, you run the business and you you you have marketing going out for all of these channels and avenues, and you just stack next, next, next.

John Clendenning [01:04:31]:
And next thing you know, at the end of year 1, you’ve got 20 poles in the water. The end of year 2, you’ve got 30, 35 poles in the water. And you’re you’re building up a muscle that you can then go wide on each one of those poles right now. If you’re targeting certain lead sources, how can you go wide and maximize it? Right. So there’s ways to play the game. If you need to hop on a call and talk about any of that, hop on our schedule. We we love talking about this stuff. There is a blueprint for this.

John Clendenning [01:05:00]:
There is a dedicated way to build a a home service business. Again, not everything is is not everything has to be exact, but there is a framework and a foundation that without it, you’re trying to run the business while missing the key messages that generate the right clientele. And there are certain things you need to do. You need to do as the business owner, and you need to have people do for you to build the business in the background behind you, the marketing and the, and the awareness so that you can do your job and then you move up through the scale. And there’s there’s there’s a hierarchy of scaling to grow a business. You know? And you’re in a small John. How do you grow a $1,000,000 business where you can, you know, 10, 15 years from now, 5 years from now, whatever your goal is, golf, couple days a week, have crews out there, manage the business as the business owner, live have a bit of a relaxed lifestyle, work smart, work hard, do all of it, but also get the fruits of your labors. That’s why we do this.

John Clendenning [01:05:58]:
Otherwise, we take a job with somebody else. Right? In a smaller town, you go wide, right? You get so good at what you’re doing that the maid service in town says, buy me out. I’m retiring. I don’t want it. You go, Yeah, I can market you way better than you did. I’ve got this figured out. I can run a better system. I can teach the people better.

John Clendenning [01:06:14]:
I can do, you know, all that. You maybe buy the local janitorial supply store. Fred’s about to retire and you buy it and and take over and revamp it. You can go wide once you learn this this this how to how to grow a business. And if you’re in a town with a lot of people, you go deep. Right? You can you could be 1 or 2 or 3 services, but the best at it, and there’s 1,000,000 of dollars available for you that way as well, being one of the higher end cleaners, the elite cleaners in the marketplace. You hire the best technicians that way because they John work for you. You pay them the best.

John Clendenning [01:06:49]:
You end up with the best customers. You can pay more to acquire them. You’ve got the shiniest trucks on the road because you got money, all that kind of stuff. And you’re not worrying about nickel and diming and John owing your vehicles back together to make them look okay in a driveway and throwing them out underneath them because they’re dripping oil and stuff like that. So been there, done that, talked to everybody. I’ve helped businesses through this, and, yeah, this is this is what we talk about on our strategy calls. So if you wanna have that chat, see where we might be able to fit in in your journey, where you’re at in the journey, just give you a bit of advice on that. Reach out to us.

John Clendenning [01:07:24]:
Krishna will chat you up first, find out where you’re at, who you what you’re all about, and then schedule a time when it’s available. And I I do some consulting to help help you go through that process, let you know what we do, and see if we’re a good fit. So, anyways, hopefully, that was interesting, valuable. Local service ads have a huge place as one of the pieces in the mix, and it has a point where it can fit in pretty early on in the mix as well. You don’t need to wait later in the game, like pay per click sometimes fits a little bit better later in the game. Even Facebook ads sometimes fit a little bit better because it’s got a different model. It has a different type of people finding you. Local service ads, they’re hot, they’re at the top, and you can dial the algorithm in over over time, over, you know, a couple weeks, couple months to give you more of the ideal ones.

John Clendenning [01:08:09]:
And if you’ve got rest the rest of that back end and that that lead conversion figured out, that scripting figured out, that follow-up figured out, it’s well worth it to pay 25 to $35 for a phone call because you got a system in place to land a lot of them. You know me, we like to add a lot of other information and and value and and thoughts and ways to kind of get into your brain and really help you figure out this whole thing about running a business only because I’ve done it for years. And, yeah. If you found this valuable, by all means, let us know. Give us a ping. Really appreciate it. If you’ve got other people in the industry that you know of that should be watching this, get that, share that out with anybody on any forums you’re John. Really appreciate anybody teaching any you helping other people understand the what it takes to run a business because there’s a lot of crappy information out there.

John Clendenning [01:08:57]:
There’s a lot of scammers calling about, oh, just run Facebook ads. Oh, just run Google, you know, paper like I do do this, do that and thinking that there’s a one and done solution. And there’s a lot of young people, young young guys in the industry or newbies in the industry that don’t know any better and get taken. There’s a predictable path to grow a business. They can buy the book. They can, you know, they can jump on some of these calls. They can kind of get their eyes opened up a little bit and maybe see that there’s a business owner journey that they need to be on as well. So anyways, hopefully, you found that value of everybody.

John Clendenning [01:09:27]:
I go let you go. Thanks so much. Really appreciate it. Until next time. Happy marketing.

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