Surefire Local, established in July 2011, specializes in home services marketing and has over 1,500 customers across 2,500 locations. The company is recognized as one of the Inc. 5000’s fastest-growing private companies and offers an all-in-one marketing platform focusing on digital advertising strategies, including Google Ads and local service ads. The document outlines keys to successful digital advertising, the evolution of search behavior, and tools for measuring campaign success.

1. Google Ads Workshop

2. 2SurefireLocal.com
Est. July 2011 in Tysons, Virginia
Specialized in Home Services vertical
1500+ customers and 2500+ locations
Named one of Inc. 5000’s Fastest Growing Private
Companies 5 straight years
One of 50 companies in North America with dedicated
Google team as a Premier Partner; Yext Strategic Partner,
Yelp Channel Partner
5-time honoree
We Are Surefire Local

3. 3SurefireLocal.com
Is to make you successful in your business
with the best all-in-one marketing platform
that puts you in the driver seat to control
your online business presence.
Our Mission

4. 4SurefireLocal.com
You will receive a recording of this webinar. 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/chat box
A Few Quick Reminders

5. 5SurefireLocal.com
Who wants to win today’s
Google Home Hub giveaway?

6. 6SurefireLocal.com 6SurefireLocal.com
Today’s Speaker
Meg Robinson
Director of Advertising at
Surefire Local

7. 7SurefireLocal.com
What is Digital Advertising?
Paid Search Advertising
● Google
● Bing
Display Advertising
● Google Network
● Direct Buys
Site-Specific Advertising
● Facebook
● Amazon
Video Advertising
● YouTube

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

9. 9SurefireLocal.com
How do businesses get onto Google?
Google My Business
● Free product
● Limited features
● Offers a presence
on maps
Google Ads
● Paid platform
● Promoted listings
● Any business can
join
Local Service Ads
● Paid platform
● PPL (Pay Per Lead)
● Only verified
businesses
Organic Search
● Free product
● Very competitive
● Takes time to gain
visibility

10. 10SurefireLocal.com
Google Local Service Ads
● Paid Placement
● Requires Background Check
● Availability Varies by Industry and
Region
● Focuses on services that require an
immediate response:
○ Roofing, HVAC, Plumbers, Locksmiths (etc.)
● Not available for longer-term home
projects:
○ Interior Design / Remodelling, Fencing, Window
Replacement, Handyman

11. 11SurefireLocal.com
- 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

12. 12SurefireLocal.com
Keys to
Digital
Advertising
Success
1 2
3 4
What do I want to do?
● Drive traffic, awareness, leads… all
three
How / where do people search?
● Understand search behavior and
plan for early search and late
decision keywords.
What makes my ads stand out?
● Use the right search extensions and
snippets to grab attention.
● Set your advertising geography and
timing based on your business.
How do I measure success?
● Implement Goals and Conversions
before launching campaigns.

13. 13SurefireLocal.com
How Search Behavior Has Changed
THEN
NOW

14. 14SurefireLocal.com
Google Ads Based on Consumer Life Cycle
Leads and conversion
Create hand-raisers
Google Local Services
Search Ads (lower funnel
search terms)
Smart Display
Smart Campaigns
Product and brand consideration
Re-engage and educate
Remarketing
Display
Search Ads
Smart Campaigns
Website traffic
Engage and remind
Remarketing
Display
YouTube/TrueView
Brand awareness and reach
Broad, targeted reach
Display
Discovery Campaigns
YouTube/TrueView
Search Ads (upper funnel
search terms)

15. 15SurefireLocal.com
Account
Roofing
Emergency Repair
Keywords
Text ads
Gutters
Gutter Inspection
Keywords
Text ads
Siding
Siding Replacement
Keywords
Text ads
Display Ads
Siding
Audiences
Display Ads
Google Ads Hierarchy

16. 16SurefireLocal.com
SEARCH ADVERTISING

17. 17SurefireLocal.com
Campaigns, Ad Groups, Ads
Search Campaign: Roofing
Emergency Repair Roofer Re-Roof a House Leaky Roof
+emergency +roof
+repair
+roofer "re-roofing a house" fix a leaky roof
[emergency roof
repair]
[local roofers] [reroof contractor] [leaky roof repair]
[roof hail damage] “need a roofer” Re-roof [roof leaking]

18. 18SurefireLocal.com
Select keywords - and match types
● renovation for old house
● renovation quote
Ads may show on searches for
● bathroom remodel
● bathroom remodeling
● remodel a bathroom1
Exact Match
[bathroom remodel]
● local home renovation
● best home renovation company
● home renovation cost2
Phrase Match
“home renovation”
● DIY remodeling
● ikea kitchen remodel
● remodel complaints3
Broad Match
remodeling
Ads won't show on searches for
● bathroom remodel cost
● best bathroom remodel companies
● It’s gonna show

19. 19SurefireLocal.com
Expanded Text Ads
2000 - 2016
2016 - 2018
Current
Headline
URL
Description
Key

20. 20SurefireLocal.com
Responsive Ads

21. 21SurefireLocal.com
Enable all Relevant Ad Extensions

22. 22SurefireLocal.com
Google Ads... Local Service Ads… Both!

23. 23SurefireLocal.com
DISPLAY ADVERTISING

24. 24SurefireLocal.com
Target the right consumers with Audiences

25. 25SurefireLocal.com
Display Campaigns
Display Campaign
Roofing Gutters Siding
Images or Videos
5 Headlines
5 Descriptions
Images or Videos
5 Headlines
5 Descriptions
Images or Videos
5 Headlines
5 Descriptions

26. 26SurefireLocal.com
Responsive Display Ads

27. 27SurefireLocal.com
New Ad Types: Discovery Campaigns (beta)

28. 28SurefireLocal.com
Surefire Platform
One platform that shows you the data you
care about most: leads, cost per lead, how
much you spent on your campaign.
Graph-view of Metrics
Performance Summary of All Campaigns
Performance Per Campaign

29. 29SurefireLocal.com
an analysis of your
online presence &
recommendations
a 15 minute demo
of an all-in-one
marketing platform
Schedule a call with Surefire Local to get...
Want to learn more? Call/Email: 571-327-3391 | marketing@surefirelocal.com
1 2
Let’s meet on
Wednesday
Let’s meet on
Thursday
Let’s meet next
week

30. 30SurefireLocal.com
“Hey Google, who is the
winner to today’s Google
Home Hub giveaway?”

31. 31SurefireLocal.com
Such a pleasure to work with. The
knowledge and experience they have
is amazing.
We have worked with Surefire Local
for over 8 years. Our experience with
their team has been nothing less than
excellent!
SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391
Thank You!