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Google Ads for Small Local Service Businesses
14 ideas de marketing sacadas de «Google Ads for Small Local Service Businesses», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de…
- 14 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 25 min
- Publicada en 2025
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Google Ads no funciona como prueba de 30 días ni medida desesperada de rescate
Canales de adquisiciónGoogle Ads requiere un horizonte de optimización de varios meses (donde el mes dos suele superar al mes uno y el mes tres al dos); utilizarlo como una prueba precipitada de 30 días o como último recurso para salvar un negocio genera expectativas erróneas y fracaso.
and start investing in their own business? You know, I think the biggest thing is that it's the right business decision for them and that it's not a 30 day test. So we, we really sell hard on setting expectations. And I think anybody getting into Google ads needs to understand that this is not turn it on for 30 days and be like, wow, we'll see if it works. You're going to have typically better results in month two than you do in month one and better in month three than you do in month two. And if they're not willing to at least have a budget set aside for that, as well as You're, you're…
Escúchalo en el minuto 23:31
Reducir llamadas no calificadas en Google Ads con listas negativas masivas y desactivación de Search Partners
Canales de adquisiciónPara blindar campañas de servicios contra llamadas no deseadas (como postulantes a empleo o tráfico irrelevante), es recomendable iniciar con una lista amplia de palabras clave negativas preestablecida (de aproximadamente 2.000 términos), desactivar la red de Search Partners y utilizar herramientas de call tracking para retroalimentar y excluir patrones de búsqueda no calificados.
quality calls? I mean, I think the go-to right there is obviously negative keywords. I mean, um, you know, before, because of all the service businesses that we've worked with, our negative keyword list is around 2000 before we even start. And then we kind of go through and weed out. So a lot of that doesn't necessarily happen, but if it does right, uh, make sure you turn off a search partners. We find that a lot. I mean, just some of the, some of those basic things, but it also comes down to being able to understand exactly what the people typed in. So if somebody can at least give us that…
Escúchalo en el minuto 14:10
Auditar la atención comercial antes de asumir que los leads de Google Ads son de mala calidad
ConversiónCuando un cliente reporta que los leads han dejado de convertir o son de mala calidad a pesar de métricas estables de campaña, el problema suele originarse en la primera interacción comercial (como cambios en recepción o fallas del equipo de ventas) y no en la segmentación publicitaria; por ello es crítico auditar grabaciones de llamadas y la operativa interna antes de alterar los anuncios.
The Google ads is just the one part of the element. So like, cause one of the things we found out too, is that as we had this campaign, we're going, it was going well, going well, going well. And then all of a sudden we started getting a lot of feedback from the owner that there's, poor quality leads. There's no quality leads, everything's spammy and those things. And we went, well, look, if anything, the account is like operating better. We're getting the cost per conversion down. We're getting those things. And then when, thankfully they had a call recording system and they actually found…
Escúchalo en el minuto 10:56
Condición indispensable para implementar Performance Max: seguimiento de conversiones offline
Canales de adquisiciónNo se debe activar Performance Max a menos que el negocio disponga de un sistema de seguimiento de conversiones offline bien configurado. Para la mayoría de operadores locales pequeños, las campañas de búsqueda estándar son suficientes para escalar rentablemente sin necesidad de recurrir a Performance Max.
like that, you know, on performance max. Yeah. I'd say that I guess the really strong message that we have is that we internally won't actually do performance max unless the business has offline conversions coming in. Uh, we do find it really, it works, um, but it doesn't work with it. But you're right. It, becomes almost impossible unless you can measure it like that. take this to the next level? Uh, and generally they do. So we, we would still go search is still that the core pathway. And then if they're at that level where they're ready to make that investment in offline conversions, we…
Escúchalo en el minuto 21:05
Impacto de la velocidad de respuesta (speed to lead) en la conversión
ConversiónResponder a un lead en menos de 5 minutos incrementa la probabilidad de conversión en un 341%, y responder en menos de 60 segundos la incrementa en un 400%.
face? There's a couple, there's a couple of studies by some pretty big business schools that, you know, you're 341% more likely to get a lead if you respond to them within five minutes. Yeah. And, uh, you know, and, and there's another one that says if you're 400% of you respond to that within 60 seconds, but this just goes to show I, we, we do test this.
Escúchalo en el minuto 16:51
Cerrar el ciclo de retroalimentación de ingresos para optimizar campañas de leads
Medición y experimentosRastrear clics, llamadas y formularios es insuficiente para escalar campañas de publicidad: se necesita que el negocio reporte los ingresos reales generados por esos contactos para optimizar la inversión en función de la rentabilidad real y no solo del volumen de prospectos.
So, and I think any campaign that you run, if we can't measure it, we're not running a campaign. I mean, it's pointless. The conversion tracking that we follow are obviously, we measure every call, and then we obviously measure every form. And that's all that we can really do unless the business can go in and give us that data. So, we can give them a spreadsheet and they can go in and give us that data for how much revenue that those leads brought in. Obviously, a CRM is much easier and did make from ads. That really does help us when it comes to optimizing the campaign and going down that…
Escúchalo en el minuto 5:23
Calibrar el umbral de duración de llamada de conversión según la operativa del cliente
Medición y experimentosEl tiempo mínimo configurado para registrar una llamada telefónica como conversión en Google Ads debe adaptarse a la forma en que el negocio atiende: si usan una centralita que solo toma datos básicos, 60 segundos suele ser suficiente; si cuentan con vendedores que cotizan en vivo, el umbral debe elevarse a 3-5 minutos.
talk about phone calls first. You know, do you have any protocols that you generally use for the, what the call duration should be in terms of the conversion settings to, to help sort of qualify that as a converted lead? I think it really depends on how they're answering their calls. Yeah. I hate to say that. Uh, but it's, it specifically depends on, are they answering the calls themselves or are they answering a service? If it's a service, I like to call the service and kind of see how long it takes. Um, because the service will just get that information and you know, it might be, I I've…
Escúchalo en el minuto 12:41
Canales de adquisiciónEl remarketing en display es efectivo en nichos B2B y corporativos con ciclos de adquisición largos, pero es ineficaz para servicios de demanda urgente o inmediata donde el problema se resuelve en una sola búsqueda puntual y no hay recurrencia a corto plazo.
the core driver there. I do like what you said about, um, display remarketing. It really comes down to like, we've had some great success with it, but when we look at the niche, it was like a corporate IT business, uh, which generally have a longer, a longer acquisition. So, it makes, it makes sense. Like, whereas, but you're exactly right. And plump for a plumber who wants the toilet, like once that's toilet fixed, I don't, I don't care about it. Like it's, that, problem's done, you know, um, you know, I probably need an electrician now or something
Escúchalo en el minuto 20:37
ConversiónPara maximizar la tasa de conversión en la captación de leads, se deben pedir los datos mínimos esenciales en los formularios web en lugar de solicitar información excesiva (como la dirección completa), deduciendo la necesidad del cliente a partir de la página específica donde se generó el lead.
website. Um, you know, I'm sure you know that, you know, every question you ask, we'll get some, some people that want to ask 27 questions. I'm like, nobody's going to fill it out. We're not going to, we're going to lose those conversions. So we typically keep it very, very brief. And then obviously when the client gets the lead, they know exactly what page it came from. So if it was air conditioner repair, furnace install, they know exactly where it came from. Um, but we usually keep them very brief. I think people try to go way too deep with some of that stuff. And they're wondering like…
Escúchalo en el minuto 15:34
ConversiónPara maximizar la tasa de conversión en la captación de leads, se deben pedir los datos mínimos esenciales en los formularios web en lugar de solicitar información excesiva (como la dirección completa), deduciendo la necesidad del cliente a partir de la página específica donde se generó el lead.
website. Um, you know, I'm sure you know that, you know, every question you ask, we'll get some, some people that want to ask 27 questions. I'm like, nobody's going to fill it out. We're not going to, we're going to lose those conversions. So we typically keep it very, very brief. And then obviously when the client gets the lead, they know exactly what page it came from. So if it was air conditioner repair, furnace install, they know exactly where it came from. Um, but we usually keep them very brief. I think people try to go way too deep with some of that stuff. And they're wondering like…
Escúchalo en el minuto 15:34
El valor real de un lead incluye las referencias posteriores y el valor de vida del cliente
Retención y relación con el clienteLa captación de un contacto mediante publicidad pagada es solo el inicio de la venta; el valor final de ese cliente puede multiplicarse sustancialmente a través del seguimiento comercial y las recomendaciones boca a boca hacia terceros.
get that form filled, or they call it a conversion. Right. But you've sort of said that that conversion in Google Ads is only the first win and not the end of the journey. So do you just want to explain I've still yet to meet the person that gets 100% of their leads to convert into an actual paying job. So when I talk about conversions, we are talking about form fills or phone calls. They pay for the I hired an electrician once referred him to my friend down the street. Within a week, he hired them as well. Within the next week, he referred them to someone else. And total, that was worth over…
Escúchalo en el minuto 1:52
Canales de adquisiciónEn negocios de servicios locales con demanda urgente o inmediata, las campañas de búsqueda directa en Google Ads son más rentables que las de retargeting/display, ya que los usuarios toman decisiones inmediatas y el retargeting eleva sustancialmente el costo por lead.
local, um, local service business? Um, for local, we are concentrating mostly on search. There's a lot of argument around retargeting campaigns, you know, doing display campaigns. Well, we just have never been able to show a decent return. If you can get a, somebody a lead for $80 and it costs $300 on the retargeting campaign, it's just not worth it. Plus, because most of the companies that we run, they are not necessarily emergency, although we do run some of those, but they're, you know, my toilet is leaking water all over the house. I need a plumber. So there, we don't need to retarget…
Escúchalo en el minuto 19:31
Medición y experimentosLos procesos que dependen de que el cliente o el equipo introduzca datos de ventas manualmente en hojas de cálculo suelen abandonarse en pocos meses; la integración automatizada mediante CRM y conectores es indispensable para garantizar la continuidad del seguimiento.
Yeah. And that's the thing that we find a lot as well is if it's not automated, we generally find it doesn't happen. If there's anything to do with the businesses having to manually upload feed-in data, we've just always found that if it's not automated, even if they've got staff members doing it and those type of things, generally find after about three, four, five, six months, it falls by the wayside. Yeah. We usually find it quicker than that. Yeah. I was being nice. Yeah.
Escúchalo en el minuto 6:31
Evitar la fricción excesiva pidiendo demasiados datos en formularios web
ConversiónComplicar los formularios de captación en la web con demasiados pasos o solicitando información innecesaria reduce drásticamente las conversiones; para servicios locales suele ser más efectivo utilizar formularios directos y simples.
Are you just generally doing website form fills? Are you doing integrations like multi-step forms? No, we're doing just strictly form fills off the website. I think people try to go way too deep with some of that stuff. And they're wondering like, well, why don't we get any conversions? I'm like, because you're asking for blood type.
Escúchalo en el minuto 0:00
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