Google Ads and SEO are the one-two punch of paid and organic marketing that can help drive a consistent flow of highly qualified leads for your painting business. There are pros and cons related to cost and how quickly you can expect results from each channel, but when combined you experience the benefit of achieving complete business domination across all of Google’s search results.

When we onboard a new painting business client, it’s important to see how much natural visibility the business has on Google. Some local painting companies may be ranking organically with very little SEO work done simply because they are located in a market with very little to no competition.

While this is extremely rare, it does happen, and with some professional painting company SEO performed the business can reach the top of the Google Maps results fairly quickly. That is the most coveted position – it’s where the majority of organic traffic comes from. Also, it’s appealing from a marketing standpoint because the business isn’t being charged per-click, as they would be if they were running a painting company PPC campaign.

It doesn’t matter if a local painting company received 200 visits from their Google Maps listing – there is no additional cost for that website traffic aside from the monthly SEO retainer. Hence the reason why painting company search engine optimization can be the most affordable customer acquisition channel of the entire painting company marketing campaign.

For the majority of local painting businesses looking to generate leads the Google Maps results will take some time to properly optimize. It could take several months of SEO work to reach a point where there is a noticeable increase in organic traffic. Because of this, Google Ads are very attractive since they can drive leads instantly.

Let’s explain the different reasons why using Google Ads along with SEO is the most effective way to marketing your painting business and attract new customers consistently.

Google Ads: Using Pay-Per-Click to Generate Painting Customers

Google Ads gives your painting business access to customers on-demand. PPC campaigns are charged on a cost-per-click basis, so it’s important to set up campaigns that target the right keywords and search terms. Every click costs money, regardless of whether or not that individual converts into a lead or bounces off your website. It begins with an intelligent keyword research strategy and once we know what terms not only have good search volume but also show purchase-intent, we then build out campaigns around each target keyword.

Every keyword needs ads that are built around them – including the keyword in the ad title as well as the ad copy plays a key role in your QS – quality score. The higher your quality score, the lower your cost-per-click, and the more impressions your ads will receive in a higher position.

The landing page that each click is sent to also directly impacts your quality score. The text – headings and copy – must be relevant and include the target keyword to achieve the highest possible quality score. So, your painting company web design is important as well. We will often split-test several landing page variations and when we identify the highest converting design we will create multiple versions for each keyword the PPC campaign is targeting.

Google Local Services Ads: Highest Quality Painting Customer Lead

Along with the traditional PPC ads that send each click to a dedicated landing page on your painting company website, Google offers another product which it refers to as Local Services Ads. Rather than clicking through to your website, the potential lead is presented with two options:

● Direct Call-Connect: Since these are mobile-ads, the potential customer is given the chance to be connected to your painting business via phone on the spot. These are often highly interested customers that want a painting quote or to discuss hiring your painting company.

● Request Information: This option allows them to submit their information and request that your business contacts them to discuss their needs. Not everyone likes speaking on the phone, so there is a chance of them being very interested, so fast response time to these leads is very important.

Your Google Local Services leads are all managed via an app that you download to your mobile phone. This makes answering incoming calls much easier, as well as responding to requests for information.

These leads have a very high close-ratio, especially when you answer the calls and reply to information requests immediately. As time passes, the close-ratio decreases. We recommend a combination of Local Services Ads and traditional pay-per-click ads.

We constantly optimize and scale your Google Ads to help convert more leads at a lower overall cost. Our PPC team works hard to ensure we deliver the highest quality leads at the lowest possible customer acquisition cost.

How Google PPC Data Can Help Create a More Effective SEO Campaign

Google Ads allows us to quickly launch campaigns and drive leads without the wait-time that is required with painting company SEO. Quality search engine optimization work takes time if you want long-term results.

But, pay-per-click ads serve another purpose, and that is to help us collect valuable data that we can use when planning the painting company SEO campaign. Running Google Ads allows us to test keywords for their volume as well as conversion probability.

Rather than just targeting keywords for SEO that we “think” will perform well, we use the PPC data to target keywords that we know will convert. This helps us to avoid wasting time optimizing for terms that aren’t going to drive a high number of new customers for your painting business.

We can reach lead and conversion goals much faster this way, by putting all of the painting company SEO effort into ranking for keywords that are proven winners. Eliminating the guesswork creates an SEO campaign that delivers a return on investment quickly.

Our SEO and PPC teams work closely together to share data, strategies, and results. When both paid and organic Google traffic strategies are on the same page the results are greatly improved.

Google My Business Optimization to Rank Your Painting Business on Top of Google Maps

When it comes to painting company search engine optimization, your Google My Business profile is the main hub of data that is used by the algorithm for the Google Maps results. This is the premier organic real estate in Google’s search results for local businesses.

If a search has local-intent the Maps results are shown. Naturally, your painting business will want to be listed as high on the results as possible. Just like in the regular organic results the top positions are the most sought after, hence the most competitive. To push your listing to the top there are a couple of areas of optimization we focus on:

Business Description Optimization: Your description helps Google understand what your business does and what services you offer. It’s important to write it in a way that satisfies the algorithm according to the main keywords we are trying to rank for, while also reading naturally and non-spammy as to not deter customers.

Google Reviews: Getting your past customers to leave painting company Google Reviews on your GMG listing is very important. Local businesses with a lot of reviews are more appealing in the eyes of a potential customer. Google’s local algorithm also takes reviews – the number, average rating, and freshness – into consideration. We help our painting business clients automate the process to constantly add new reviews to their listing.

Content Marketing: Having a blog is mandatory these days for every painting business. Via your blog, we will publish fresh content regularly that targets long-tail keywords and search phrases. This is just another way to create an additional channel to attract organic traffic to your website.

Final Thoughts

This should help you understand why both SEO and Google Ads need to be part of your painting company marketing campaign. Many small business owners view traffic from their Google Maps listing as “free” so they are hesitant on spending money on pay-per-click Google ads.

When you understand that it drives instant leads and helps us create a more effective SEO strategy, it’s clear that this is the best one-two punch to become the most visible painting business on Google in your market.

If you would like to learn more about our online marketing services for painting businesses please contact us for a free consultation. Our team of painting company marketing experts will analyze your current online presence and explain what immediate and long-term strategies we can implement to help increase your lead volume and grow your painting business.

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