The Latest from Google Local Services
Some of you may remember a while back I mentioned the advent of a new project from Google called “Home Services Ads”. While there’s always something new coming from the wonderland of Googledom, everything about the program tells me that these ads will be a game-changer for businesses within the home services industry.
They are Google-backed promotion for service companies that get top-of-the-page exposure with a little seal showing that Google has reviewed the business and given their “approval” (which I think will add a lot of value in the eyes of most consumers).
Now, this poses an opportunity for Chem-Dry franchise owners. Here’s why:
Here’s What We Know
Lots of this information is still forthcoming, and since Google isn’t running ads for the carpet-cleaning industry (yet), we don’t have a lot of insider info. But here’s what you can expect according to my research.
Pay-Per-Lead (Not Pay-Per-Click):
Google is running this program in such a way that you pay for the lead you get rather than the click. Meaning, that you don’t pay unless the person who made the search makes some sort of effort to get in touch with you. Usually, this will mean a phone call from a mobile device, but it could also mean sending you a message, or filling out a form. In order to charge you, Google’s going to have to determine that the customer “converted” in some way. In other words, they called, messaged, etc.
As far as we know, Google is going to require some sort of verification of your physical business location. Even as a service area business (they use the acronym “SAB”), they will require that you have a publicly listed location with signage that you can verify either via video chat or with street view on Google Maps. This may pose a challenge for many of you, because many Chem-Dry’s will operate out of their homes and choose not to disclose their actual location. The address you list cannot be a hired mailbox or UPS store. It has to be somewhere that people could physically drive (or walk) to in order to contact you. So, you may want to consider showing your physical location anyway because this, I think, will be the single biggest hurdle to participation on a large scale. However, I think the change will be worthwhile.
Google will be using the quantity and quality of your business reviews to calculate not only your display ranking (it’s not the only factor), but also the cost you pay for each lead. So make sure you’re getting reviews!!
Another cool aspect (but not really a problem for many franchise owners) will be how Google runs their security and background checks on businesses. If they’re going to put their stamp of approval on your business, you can bet that they’re not going to do it casually. Google plans on conducting background checks on anyone that will be stepping foot inside a customer’s home at any time. They will be conducting the background checks with their own agency, but you can expect that to take place in order to participate in the program. This will help to keep low-performing competition out of the running.
What You Can Do
I think Google has been pretty careful in vetting this program. Right now, their plan is to roll this out to at least 30 major metro areas by the end of this year. So far, they’ve been focused primarily on west coast cities like Seattle, San Francisco, LA, San Diego, etc. However, I’d expect them to be coming to places like Denver, Dallas, Houston, Chicago, Atlanta, Boston, Miami, Nashville, Detroit, Las Vegas, and others. (*Note: These are not confirmed locations, but my estimate of where they’ll be heading next).
Since carpet cleaning is not a service they’re catering to (yet), one of the best things you can do if you’re interested in helping us get Chem-Dry into this service is to click the button below and fill out your business information, making a request for Carpet Cleaning to be added and getting your name on the list for admission into the program.
Once you’ve done that, make sure you’re getting reviews! Even if you’re not planning on participating, or it won’t be immediately available in your area, the more (good reviews) the better!
Google Local Services ads could be an absolute game changer. Do your best to be up to speed and ready for them.
- Fill out the form and get your name on the list.
- Start collecting reviews on Google.
- Keep any eye out for more news coming soon!
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