How to Sell Google Ads to Local Business with Joe Troyer

Joe Troyer

Today we're gonna be talking about why Google ads for local businesses. All right, I'll talk to you guys about why I believe selling Google ads to local businesses is the right move. Okay, at the end of the day, if you've been following me for any real amount of time, you know, that I've always been about providing leads from Google.

Okay, whether it be Google organic, or Google paid, and I've done a boatload of both, right? If you look at the trend for local businesses, okay, more and more is moving to pay. At the end of the day, Google is a for profit company. And so they keep taking away impressions, right? And market share from Google organic and from Google Maps.

And they keep feeding that into Google ads, right, or any type of paid mechanism that they have, because they are a for profit company. So if you're selling organic search right now, if I were you, I would be starting to invest in Google ads and starting to upsell my clients into that as a service. Why? Because more and more is moving to pay. Okay, why LSL Google ads to local businesses? Okay, let's let's just talk about selling SEO as an example, because I know so many of you guys are big SEOs selling SEO versus Google ads.

Think about the pitch to a local business. Right? When you tell them that your services are going to cost 1000 1500 2500 $3,500 A month for SEO, which any of those numbers are completely fine. If anything, I would say get rid of anything under two grand like you're just not going up to the white prospect. If if you aren't charging $2,000 a month or more for your services. Okay, but you're telling the prospect that it charge it cost them that much, and then their questions gonna be immediately. All right, Elise, right, Jason. All right, Joe, right.

When am I going to see a return on my investment? And this is the killer for SEO, right? If you're good, right, maybe you can show it in three months. Right? But for most of you guys, it's gonna take six months or more to be able to show a real return on investment from the 2000 $3,000 a month investment that the local business is paying for. So I've done both Right, I've sold Google direct, a Google Ads direct.

I've sold SEO direct, and I've sold a combo direct. And my favorite is the combination of the two. Why do you think that I like the combination of the two instant traffic, it's immediate results. It's like a fire hose, right? It's like a faucet, you turn it on and immediately water spraying out the other side. And over time, the results keep getting better and better and better and better. The reason I like pairing PPC with SEO is because SEO is going to deliver the long term ROI that a client is looking for.

If all that I'm selling to a local business, let's say a water damage company to give a real example. If all that I'm selling them as pay per click Services, probably about six to eight months in they're gonna come to me and they're gonna say Joe, like the results have kind of flatlined. Like don't get me wrong, we've done a great job. Right? We're getting more leads than ever from Google ads, or CPA or cost per acquisition for a lead is the best that's ever been. But really, it's kind of stagnant.

What's happening. What are you doing for me now?And guys, these, these conversations are awkward. It's like you got to plan for, right? You got to know what you're going to do. You got to know what you're going to say. Otherwise, you're gonna end up losing the business right? They're gonna go wet. Okay, so for me, I like the combination of PPC to start from that immediate results in immediate gratification and to give me time to start getting SEO results. So by the time the water damage company comes to me and says like this is great, but what have you done for me lately?

Or this is great, but how can I get even more of a return on investment? And then answer for them. And I can position SEO as the answer at that six month mark at that nine month mark. And I can be like, check this out, Mister water damage customer. Why haven't made a big deal about this behind the scenes my team has been working, you know, around the clock working on your organic rankings and check this out last month, we brought in 34 phone calls from Google organic, which would have cost us $200 apiece with Google ads.

That means I brought you $6,800 in core value of what Google would have charged you for free. So I call this my Yin in my Yang strategy. And I just think that if you're really wanting to retain local businesses, for the long term, you have to sell a strategy that delivers them short term wins, and also the long term return on investments. And when you're talking to a company about helping them with their marketing, what they want that marketing to kick in customers now like tomorrow, not in six months, three months, nine months.