Google Local Services Ads Case Study | OMG National Small Business Marketing

OMG National is proud of a strong track record with regard to staying ahead of industry trends.

GS Exterior Experts, a Denver-area home exterior remodeling company specializing in roofing and siding, partnered with OMG National to elevate their digital marketing and drive business growth. While previously utilizing Local Service Ads (LSA), they faced challenges optimizing their campaigns and maximizing their return on investment.

The Problem

GS Exterior Experts encountered several key digital marketing problems, particularly in effectively targeting roofing and siding customers. Their LSA campaigns were not fully optimized, lacking a comprehensive selection of relevant job types for roofing and siding services, which limited their search visibility for these specific services. They experienced budget exhaustion and missed lead opportunities due to inconsistent call and message responsiveness. Their Google Business Profile (GBP), despite a high review score, lacked regular updates and fresh images, hindering customer engagement. Further hindering their search ranking for roofing and siding keywords, their website wasn't incorporating targeted keywords in its metadata, instead focusing broadly on “exterior remodeling”. Their mobile website score was also below standard. Additionally, a visible residential address on their GBP presented a risk of suspension and potentially deterred customers. Finally, a Yext conflict prevented effective listings management across platforms.

The Methodology

OMG National implemented a multi-faceted methodology to address these challenges. Our LSA Optimization team conducted thorough audits of their campaigns, ensuring accurate business information, verifying insurance and licenses, optimizing ad schedules, and expanding service areas for broader reach. We consistently recommended activating more relevant job types within roofing and siding verticals to enhance visibility and capture a wider range of search queries related to these services. To address responsiveness issues, we emphasized the importance of promptly answering calls and messages, highlighting their impact on ad quality and search ranking. Recognizing the importance of an engaging online presence, our Publishing team created regular GBP posts, including standard business posts, recurring offer posts, and Q&As, and continuously urged the client to provide fresh images for their GBP gallery. We also provided the client with website recommendations to improve metadata, incorporate targeted roofing and siding keywords, and enhance the mobile website score. We addressed the GBP address issue by explaining the risks of suspension associated with a visible residential address and encouraging the client to consider options like a commercial storefront. Finally, we provided step-by-step guidance for resolving the Yext conflict, working closely with the client and Yext support to regain control of their listings.

The Results

Through our methodology, GS Exterior Experts saw significant improvements across their digital marketing channels. Their LSA campaigns experienced increased visibility and call volume, particularly for their Siding Pro vertical, where they consistently achieved top rankings. We observed improved responsiveness rates and successfully guided the client towards enhanced engagement with message leads. Their GBP became more active and informative with regular posts, showcasing their services and expertise, particularly in roofing and siding. While the Yext conflict, residential address issues, and website optimization took time to resolve, we diligently worked with the client to facilitate progress in these areas, laying the foundation for future listing optimization efforts and improved search ranking for targeted keywords.

Conclusion

Partner with OMG National and unlock the potential of your business through our proven digital marketing methodology. We specialize in helping businesses like yours, particularly those specializing in roofing and siding, optimize their online presence, generate high-quality leads, and achieve sustainable growth. Let our team of experts tailor a customized solution to address your unique marketing challenges and propel your business to new heights. Call us today at 800-789-4619 or visit omgnational.com to schedule a consultation and discover the power of effective digital marketing.