Google's new lead generation program, Google Local Services (GLS), is finally here, and marketers are trying to figure out if this is something they can really rely on.
Keyword Connects has been listening to calls and testing the service for months, and now has some preliminary findings about the new program.
Learning More About You
The good news is GLS leads are on-target and relevant — most of the homeowners calling are interested in the services advertised.
On the calls we listened to, homeowners had questions. A lot of questions. Why do callers have so many questions? Because GLS doesn’t connect homeowners to your company’s website. Instead, a homeowner sees a white screen that simply lists your services, territory, licensing details and reviews. That’s it. None of the material on your web site – price ranges, financing, installation time, product brands – appears.
Setting the Mood
Because GLS doesn’t link to your website, whoever answers the phone needs to focus on selling. They need to do the work a website does: tell them who you are, why you’re perfect for the job and when you can start the project. In short, they need to convert the caller into an appointment.
Is it a Match?
Google is, and always will be, a numbers game. It’s only a matter of time before they apply an algorithm to GLS that prioritizes certain ads over others.
Should companies give GLS a shot? Absolutely. But you’re going to have to beef up your phone sales skills to impress them. If you focus on first impressions, fast response times and excellent phone work, you’ll get more successful leads. It should be the beginning of a beautiful relationship.