Unlocking The Right Mix of SEO, Google Ads, and Local Services Ads for Home Services Businesses

What Is SEO? Why It’s An Important Long-Term Strategy

Search Engine Optimization or SEO has been around since Google made a name for itself nearly 30 years ago. In short, SEO puts your home services business website near the top of search results for your targeted keywords.

A strong SEO for home services companies strategy helps your home services business to:

• Generate leads 24/7 for free
• Build long-term traffic that compounds over time
• Increase credibility and trust with homeowners
• Rank for many service-related searches

Key advantages of SEO:

• SEO costs little to nothing if you do it yourself. 
• SEO provides long-term ROI. Once you rank well for certain keywords, you can drive free, organic traffic to your site for months or years. 
• SEO brings in high-intent prospects who are actively searching for the services you provide. 
• SEO can be measured in real time.

Disadvantages of SEO:

• SEO can take considerable time to see results. It’s a marathon, not a sprint. 
• SEO is an ongoing marketing strategy. You can’t set it up in a weekend and forget about it. 
• SEO does not offer a guaranteed ROI. Some businesses spend months working on their SEO yet get nothing from it

Yes, SEO does take an investment of time. But, so many home services business owners today are generating qualified leads and bidding jobs every day simply because they prioritized SEO. A well-executed SEO for home services companies strategy can produce substantial long-term ROI if you know the right approach.

What Is Google Ads? Why Local Home Service Businesses Rely On It

You’ve seen them. You’ve clicked on them. Perhaps you’ve even run Google Ads for home services campaigns for your home services business. Previously known as Google AdWords that launched at the turn of the century, it rebranded as Google Ads eight years ago.

In the New Jersey and Philadelphia areas, many home services businesses are running to Google Ads and for good reason.

Key advantages of Google Ads: 

• Google Ads delivers speed. Want leads tomorrow, start running Google Ads today.
• Google Ads brings a high buyer intent. Someone who is having a plumbing emergency will run to Google and search for “emergency plumber in Camden, NJ”. That homeowner is ready to hire now!
• Google Ads allows you to precisely target your audience based on geographic location and more.
• Google Ads offers remarketing opportunities, targeting people who previously visited your site.

Disadvantages of Google Ads: 

• Google Ads can be costly. Cost Per Click (CPC) can add up quickly.
• Google Ads has a steep learning curve. Without knowing how to create winning creative or optimize the campaign, you may be spinning your wheels.
• Google Ads requires a quality landing page. Sending prospects direct to your home page will yield poor results.

Perhaps there’s no better digital marketing option today than Google Ads for home services. Having a slow month? Run ads to generate ready-to-sign leads. Use the platform to launch a new service or market to a new location.

What Is Google’s Local Services Ads? Why They Are Becoming So Vital for Growth

Comparing SEO vs Google Ads, Google’s Local Services Ads (LSA) is the new kid on the block. Rolled out across the U.S. in 2019, this newest digital marketing opportunity has positively transformed tons of local home services businesses.

Key advantages for Google Local Services Ads (LSA):

• Google LSA appear at the top of Google search results. They are even above standard paid search and map listings.
• Google LSA offers a Pay-Per-Lead (PPL) model rather than Pay-Per-Click (PPC). Only pay for qualified calls or messages.
• Google LSA provides the Google Guarantee Badge so prospects trust you more.
• Google LSA doesn’t require a website or landing page. Your prospects call straight from the listing.

By adhering to this local search optimization checklist, you are well on your way to bringing far more traffic to your site. Once on your site, the abundance of local home services images and copy will help turn prospects into long-term customers.

Disadvantages of Google Local Services Ads

• Google LSA caps your lead volume. Google can only deliver a certain amount of leads per market.
• Google LSA offers zero keyword control. Unlike Google Ads where you choose your keywords, you rely on their automated matching.
• Google LSA relies on your Google Reviews. Your ranking depends on your quantity and quality of reviews compared to your competitors.

If your local home services business qualifies for Google Local Services Ads, they’re often one of the highest-ROI-advertising channels available.

When Should You Prioritize Paid Advertising?

The advantages are clear. Paid advertising can bring immediate leads, fill your calendar with booked appointments, and impact your total revenue better than most marketing mediums.

Consider adding Google Ads or Local Services Ads to your marketing mix if you:

• Have a healthy marketing budget
• Need leads immediately
• Want to expand into new markets
• Recently launched your business
• Are promoting seasonal services

Many successful contractor Google Ads campaigns are built around these exact business goals.

When Should You Prioritize SEO?

While paid ads are ideal for short-term results, SEO plays the long game. If you’re thinking about the best ways to provide steady growth for your home services business over the next several months and years, SEO may be your answer.

You should place a priority on search engine optimization if you aim to:

• Generate consistent leads without relying entirely on paid ads
• Lower your long-term cost per lead
• Rank for multiple services and/or multiple cities
• Build a recognizable local brand

Why Your Google Business Profile Always Matters

Whether you’ve dabbled in any of Google’s paid ads or tried your hand at search engine optimization, odds are you know about Google Business Profile. Previously named Google My Business, Google Business Profile appears in Google Maps results, features your Google Reviews, and drives prospects to call you directly or visit your site.

Not only can your Google Business Profile be a consistent driver of quality leads and jobs, it helps to optimize any ads you may be running. It’s considered the foundation that supports every other local service marketing effort.

Why Lead Quality Matters More Than Clicks

Clicks and impressions are simply a stepping stone towards getting relevant leads. For that purpose, they are important. However, never lose sight of the fact that the quality of leads is paramount to the success of your home services business.

All of these marketing tactics emphasize lead quality.

• SEO drives search results from relevant keyword searches.
• Google Ads brings qualified leads from prospects actively searching for your service in their area.
• And Google Local Services Ads delivers prospects actively calling your business. 

That’s why proper call tracking, form tracking, CRM integration, and lead attribution are essential. These help you to understand which marketing efforts are producing appointments, sales, revenue, and profits while improving your overall local service marketing strategy.  

Stop Choosing Between Marketing Channels. Start Building a Proven Marketing System.

So, which of these digital marketing tactics should you consider for your home services business? All of them. While that sounds like a response a digital marketing company would recommend, it’s the truth. It’s what we’ve done to exponentially grow our agency. And it’s what many of our clients have done to become their area’s go-to choice for the home services they provide.

The conversation shouldn’t be SEO vs Google Ads. The strongest marketing strategy combines both, along with Local Services Ads and a fully optimized Google Business Profile.

• SEO builds long-term visibility and builds your brand.
• Google Ads creates immediate opportunities.
• Local Services Ads generate high-intent local leads.
• Google Business Profile boosts your local presence.

And all of them work together to provide a proven local service marketing strategy that produces ready-to-sign leads.

Choose Results. Choose Spartan Digital Solutions.

Why spend countless weeks and months creating all of the content and pulling all the levers to benefit from search engine optimization? That’s one of Spartan Digital’s specialties.

Why risk throwing ad dollars down the drain with little results? Spartan Digital will help create a winning Google Ads for home services or Google Local Services Ads campaign for you.

But first, let’s start by reviewing your current marketing. What’s working, what not, and how to start confidently generating leads.

Request your FREE Lead Generation Battle Plan. We will review your website, SEO, Google visibility, paid ads, reviews, and conversion path to identify what is holding your local service company back from generating more qualified opportunities.