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How One Company Quadrupled in Size with Our Help (And Four Tips to Help You Win at Google Local Services)

Growth is one of the main pain points for any plumbing or HVAC business owner. But if you use the right tools, it can happen in less time than you think. Discover how GLS can elevate your level.

TR Miller Heating and Cooling had a problem that many businesses also encounter.
They worked with someone locally to manage their website content and pay-per-click ads. But the results they were getting weren’t enough - they wanted something more.
The company wanted to go to the next level, so they turned to our team to help them out.
Personal service is one of our defining attributes, so we jumped at the chance to maintain a relationship with this client.
So, we started with an account manager for TR Miller Heating and Cooling.
The account manager conducted bi-weekly check-ins over the phone to make sure that our vision was still in alignment. They also made sure that we were hitting the benchmark goals as we set out. That included maintaining their rank as top three in their direct market and listing number one on pay-per-click.
One of the most important tools at our disposal was Google Local Services or GLS.
TR Miller Heating and Cooling’s business soared while working with us. In just four years, they quadrupled their business, thanks to GLS.
If you’re looking for growth, GLS may be the answer.
Find out how to master it to take your company to the next level.

What is GLS?

When we run a Google search for a business in any city across the country, Google has a special feature in the results. It’s called the Google guaranteed area.
The guaranteed area shows up along the top for local services. But only three companies get listed here.
Clicking into the results shows consumers some very specific things for local services.
They see:

  • Pictures
  • Company guarantee
  • Reviews
  • Number

The number is the crux of Google Local Service because it’s the tracking mechanism. That’s where you incur a cost. You don’t have to pay if somebody browses or sees you in a search result. The cost only comes when somebody takes out their phone and dials that tracking number.
You only pay per qualified lead.
Why is that important?
Here’s the deal…
87% of consumers are going to Google when they need home services. Whether they need a plumber or their air conditioner breaks, that 87% will immediately take out their phone and do a Google search.
It’s the number one place your customers look when they need you.
Yes, you can use other avenues to connect with customers. But when they’re ready to buy or when they’re ready to solve a problem, this is where they go.

The Tips

Google Local Services can be the tipping point for growth, but only if you learn to master it. Here are a few tips that can help you on that GLS journey:

Tip #1 – Understand What You Need to Complete the Application Process 

If you don’t already have a local services listing, know that Google has some pretty specific requirements. It’s more than simply filling out a form telling them your company name, address, and phone number.
For example, they use a couple of different services to check your background as well as your employees’ backgrounds. Everybody that’s going on house calls needs a background check, as well as you as the owner.
So, they’re probably not going to put you in the guaranteed program if there’s any kind of criminal drug charges in the background of anyone connected to your business.

Tip #2 – Optimize Your Weekly Budget 

Once you pass the application process, you’re going to pay on a per lead basis. We’ve seen it somewhere between $25 to $45 per lead for plumbing and HVAC leads.
Although that price per lead is typically less than we see through pay-per-click advertising, you’re still going to need to budget for it.
Setting a weekly budget can help limit the total number of leads that you’ll receive. And this is a good thing because you’ll tell Google that your budget is $500 per week.
But when you divide that by $25, there are about 20 leads that you can get before you exhaust the budget.
Obviously, one of the things you want to do is optimize your budget to make sure you’re capturing as many leads as possible.

Tip #3 – Speed of Follow-Up is Extremely Important 

You’re going to get some price shoppers and you’re going to have to follow up quickly, no matter how you generated the lead.
There’s always going to be a certain population that just wants to know how much your service is and if you can do a free estimate. They’re going to be price sensitive.
Even though you may have gotten the lead from GLS, that doesn’t mean that they might not click back and call another contractor. This is why the speed of the follow-up is very important.
Answer the phone live or follow up as soon as possible if they leave a message. A quick response is critical if you want to convert leads.

Tip #4 – Understand the Three Key Ranking Factors 

Some key information you need to understand about ranking factors include:

  • Proximity
  • Review scores and number of reviews
  • Responsiveness to customer inquiries and requests

Google still works on the premise that consumers want the closest business to their physical location. That’s unfortunate news for anyone with an industrial address. But it’s part of the process.
Also, make sure that you get reviews through the platform and leverage those reviews for your listing. This can give you a big advantage.
Lastly, your responsiveness to customers plays a big role in your rankings. Remember that the platform tracks your leads and it knows what you’re doing and what you’re not doing.
So, you need to make sure that you go into the GLS dashboard and update it, whether you completed a job or something gets canceled.

Generate Leads with GLS

Google has a variety of different services that can help your business, and one of the biggest for the HVAC and plumbing industry is GLS.
Local services help put you in front of people that need your services the most. And they’re the ones most likely to convert.
Just remember to prepare documentation for the application process and consider a weekly budget. Keep an eye on the key ranking factors and you can watch your company quadruple in size, too.
If you'd like to discuss how you can generate better results online, let's schedule a time to chat. You can pick a time that works for you now by going to 

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