Local ad campaigns have become a favorable option for pest control businesses looking to attract more customers in their service areas. Traditionally, Google Ad campaigns were based on search results queries like “best pest control company near me”. Google has since added a new ad format to better promote local businesses.
AUTO-SUGGEST ADS
Location-based ads help your pest control business connect with people who search on Google for the services you offer. Your ads will show up for customers in your service area, and you only pay if a customer calls or messages you directly through the ad.
Google launched a new ad format for local ads named Auto Suggest ads. Auto Suggest ads show ads based on the searcher’s location. When a searcher is nearby and looks for a related product or service in Google Maps, the ad will auto-suggest the advertiser’s nearby location to that searcher.
For example, if a user searches for a “pest control company,” they will get an ad for a pest control company nearby in their maps search results. Auto-Suggest Ads help your business show up at the right time so it’s easy to find you when customers need your services the most.
CREATING YOUR LOCAL AD CAMPAIGN
To help you get the most bang buck, here are a few helpful tips to consider when running a local Google Ad.
#1 You Need a Google Business Profile
The Google Business Profile also works the same way as a directory, since it can include your location, contact details, business hours, and a link to your website.
You can even set up messaging, and customer reviews, and get your business email addresses through GBP. It’s essential for local ad campaigns because connecting your profile to your Google Ads account is a requirement for you to be able to push ads in the map placement. Setting up your profile takes some time, but it’s worth the effort to solidify your local business with Google.
After creating your Google Business Profile, be sure to optimize it by filling out as much information as possible and adding a lot of photos to maximize your visibility.
Make sure when people search for your company, they can easily find directions, contact information, and other compelling information that will help them make the trip.
#2 USE GOOGLE ANALYTICS TO BUILD YOUR GOOGLE ADS
To save money and effort, you should make sure you’re targeting the right audience when it comes to your remarketing ads. Google Analytics and Google Ads work together to help provide data about your audience and help build an ad using that data and your campaign goals.
As Google Ads tracks ad clicks, Google Analytics provides information about what happens after the potential customers click on your ads. Once you have these values, you’ll have a more complete picture of how your customers interact with your keywords. The data can then be used to guide your bidding strategy, keyword development, or negative keywords.
#3 ALWAYS TRACK CALLS
Track, record, and score your calls—it couldn’t be more straightforward than that. Doing so allows you to determine which calls are the most valuable to your business. You can then inform Google Ads the same way you do with your pipe lead information forms. Alongside the Google Ads optimization, you can use this data to improve your campaign efforts to help increase your ROI.
#4 KEYWORD STRATEGY
Make sure to incorporate searched keywords within your industry. This is typically a variation of ways users search for your type of service. Search terms such as “pest control company,” “termite control,” and “pest control services,” are just a few examples of industry-specific keywords.
You may want to consider using localized search terms in your keyword strategy as well. These can include service cities, zip codes, your county, etc. Localized search terms are especially valuable if there are a lot of competitors in your industry. The terms help your campaigns get in front of those looking for your keywords in your location right now.
FINAL THOUGHTS
Local ads can be an effective way to get your pest control business right in front of your local potential customers. We can help build a local ad campaign to help you get more leads, increase visibility in the community, and increase revenue. Contact our team to schedule a free consultation.
