Dominate your local search results and drive high-quality leads from Google — leads that convert to customers. During this free online webcast, Surefire Local's Director of Advertising, Meg Robinson will walk you through how home improvement contractors can get started with Google Ads and the many benefits it can have as you look to grow your business and reach homeowners in your local area. Some of the things you'll learn are: - Generate quality leads by targeting homeowners in your local area - Tailor your ads to an ever-growing mobile experience - The Do's and Don'ts of running local campaigns - How to set up the right tracking methods in the beginning so you're measuring performance

1. Google Ads Workshop
HOME CONTRACTOR DIGITAL MARKETING WEBINAR
Dominating Local Search with Google Ads

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We are
● Making customers successful in
digital marketing for over 9 years
● Tysons, VA is our home
● Specialize in Local Marketing
● 1,260+ customers
● Only Cloud Powered Digital
Marketing
5-time honoree

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Our Mission
Create the best local marketing
technology software and services
that our customers LOVE and rely
on every day because it simplifies
their digital marketing and makes
running and growing their
businesses easier

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A Few Quick Reminders
You’ll receive a recording of this webinar
on Thursday! Please check your spam
folder for emails from Surefirelocal.com
You can reach our team at any point by
emailing marketing@surefirelocal.com or
using the questions box
1
2

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Feeling Lucky?
We are giving away a Google Home Hub to one lucky
attendee at the end of this webinar!

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Meet Your Speaker
Meg Robinson
Director, Advertising

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We Know What Success Looks Like
Google Premier Partnership
• Full transparency
• High quality standards
• Ongoing training & support
• Access to latest and greatest betas
• Access to Google staff
• Strategic & tactical guidance

8. Proprietary + Confidential

9. I-WANT-
TO-GO
I-WANT-
TO-BUY
I-WANT-
TO-DO
I-WANT-
TO-KNOW

10. Proprietary + Confidential

11. Leads
Visibility
Traffic

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- Appear on
YouTube
not Google Search
- Target by interest
or remarketing
- Branding & Lead
Generation Assist
- Appear on Google.com
(Computer, Tablet & Mobile)
- People are searching
FOR your product /
service
- Lead Generation
- Appear on Google
Display Network
not Google Search
- Target by interest or
remarketing
- Branding & Lead
Generation Assist

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1. Define what success is and implement a way to measure BEFORE you start
2. Understand Google Ads hierarchy and organize your campaigns for
relevance
3. Use the right ad extensions to increase relevance and clicks
4. Set your advertising geography and timing based on your business
5. Track results - and optimize your Google Ads
How to avoid 5 common search marketing mistakes

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Define Success
Phone Call Website / Form Fill

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Ensure your conversion tracking is set up and recording

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Schedule a call for a free consultation on your online presence and
an analysis of your website.
*If you are new to Google Ads, we
can arrange for a $150 Google credit
to your ads account to get you
started!
WEDNESDAY
THURSDAY
PLEASE EMAIL ME TO
SCHEDULE A CALL

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Google Search Ads Hierarchy
Account
Campaign A
Adgroup
Keywords
Text ads
Campaign B
Adgroup
Keywords
Text ads
Campaign C
Adgroup
Keywords
Text ads
Campaign D
Adgroup
Keywords
Text ads

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Create tightly relevant adgroups with
keywords & ads that match

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Translate what you do into how people search

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Be mindful of keyword match type
Over 100 billionsearches per month
… and 15%of daily queries we’ve never seen before!

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● renovation for old house
● renovation quote
Be mindful of keyword match type
Ads may show on searches for
● bathroom remodel
● bathroom remodeling
● remodel a bathroom
1 Exact Match
[bathroom remodel]
● local home renovation
● best home renovation company
● home renovation cost
2 Phrase Match
“home renovation”
● DIY remodeling
● ikea kitchen remodel
● remodel complaints
3 Broad Match
remodeling
Ads won't show on searches for
● bathroom remodel cost
● best bathroom remodel companies
● It’s gonna show

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Stop waste at the start with setting geography
and ad timing

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Enable all relevant Ad Extensions

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2
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Check your Search Term Report

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2
5
3
4
Monitor & Optimize Search Impression Share

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Surefire Cloud
One platform to control your
entire online presence
Graph-view of Metrics
Performance Summary of All Campaigns
Performance Per Campaign

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Four Top Innovations From Google
1. Responsive Search Ads
2. Expanded Search Ads
3. Audiences in Search Ads
4. Google Local Service Ads

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Responsive Ads
AFTER

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Expanded Text Ads
BEFORE AFTER
2000 -
2016
2016 - 2018
Current
Headline
URL
Description
Key

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Audiences in Google Search Ads
Audience type
● In-market: What they are actively researching or planning
● Remarketing: How they have interacted with your business
● Customer Match: What you know about your customers' activities
● Similar audiences: New users with similar interests to your site
visitors

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Remarketing
Google
Local
Services
Find customers
when they need
you the most

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Schedule a call for a free consultation on your online presence and
an analysis of your website.
*If you are new to Google Ads, we
can arrange for a $150 Google credit
to your ads account to get you
started!
WEDNESDAY
THURSDAY
PLEASE EMAIL ME TO
SCHEDULE A CALL

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Okay Google..
Who is today’s Google Home Hub winner?

34. Thank
you! SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391