As a result they can target particular audiences which have shown an interest in a specific service or product at a time when their intent has a high probability of implementing a decision – i.e. carrying out a transaction or enquiring about a service.
When a successful “conversion” is achieved this can be used as part of the measurement to show the return generated by the pay-per-click marketing activity as well as used to improve the campaigns performance going forward. All the associated data can also be used in a process of continually optimising the targeting to maximise the performance and return on marketing investment.
When combined with a regular flow of new marketing features, within the Google Ads, and an ever increasing amount of Google’s proprietary AI, the pay-per-click marketing can deliver a regular flow of revenue generation for a company and a strong return on marketing investment.
So where does Google’s Pay Per Lead come in?
Google introduced Google Local Service Ads (LSA) that are primarily targeting local tradesmen services but are subsequently being rolled out to target professional services as well.
Similarly to Google’s pay-per-click, the pay-per-lead system allows you to include some information about your company – name, service, reviews, area serviced, opening times and contact number. The Google Reviews are highly visible and are taken from the linked Google Business Profile listing.
There are some subtle and important differences to the Google Local Service Ads. The can include a tick icon and the phrase “GOOGLE GUARANTEED” above the Ad increasing its credibility.
Thirdly the LSA Ads do not link through to the company website but have 2 contact methods enabling a direct call to the company or the completion and submission of an enquiry form direct to the company. Although when these contact methods are enacted a charge is applied (the pay-per-lead) this can be removed if the enquiry is not a genuine request for a service.
The Google LSA do have a simplified dashboard where you can set the targeting for the geographical area, budget and services provided. You can also see the number of leads, overall cost, cost per lead and a log of enquiries that can be managed within the dashboard.
So which is better?
Currently both have their pros and cons. The Google LSA have a limited range of services, no product advertising and are more locally targeted. Google Ads cover both services and products and can be advertised worldwide.
Google Ads appear across a wide range of platforms and 3rd party websites whilst Google LSA appear just in the search results and the Google Business Profile listings.
The tracking on Google Ads services is more complex and open to interpretation whilst the Google LSA is more simple yet precise and clear for the advertiser.
Therefore the key to which is best for your company depends on the nature of the service and the area to be targeted. For trade companies providing a local service, then Google LSA has the edge although there is no reason why both advertising methods can’t be used in combination.
Whether you go the route of Google Ads or Google LSA the most important element is to have it set-up professionally as either can be expensive and provide disappointing results if not set-up correctly and continually managed.
If you would like to learn more about how Google Ads or Google LSA could benefit your company in creating a regular flow of quality enquiries at an attractive cost then get in touch with Website DNA where you can speak to a qualified expert on 07969 892972 or at digital@websitedna.co.uk .
