Humanity in Marketing: Elevating Your Local Service Ads Strategy

Humanity in Marketing: Elevating Your Local Service Ads Strategy

Hi, I’m Tyler Williams, the owner of Mammoth Marketing for Plumbers, where we help plumbing businesses thrive online. Today, I want to talk about a critical topic: the importance of humanity in marketing, especially when leveraging Google’s Local Service Ads (LSAs). If you’ve noticed your LSAs slowing down, don’t worry—I’ve got you covered with explanations and solutions.

Let’s dive in!

Why Are Your Local Service Ads Slowing Down?

If your LSAs are no longer delivering the same number of leads, you’re not alone. This issue stems from two main factors:

Increased Competition:

More businesses are jumping onto the LSA platform. When you go from 10 competitors to 50, the available impressions spread thinner. Google’s priority is ensuring users connect with the best businesses—not just the ones with the biggest budgets.

Platform Management Challenges:

LSAs aren’t set-it-and-forget-it. Google monitors how businesses handle leads—from timely responses to post-job reviews. Neglecting these areas could hurt your ranking.

The takeaway? The landscape is shifting, and adapting is essential.

Diversify Your Marketing Strategy

Here’s a hard truth: relying on one platform for all your leads is risky. I’ve seen businesses pour everything into LSAs, only to struggle when leads slow down. Diversification is your safety net.

Consider using profits from LSAs to explore other marketing avenues, such as:

Search engine optimization (SEO)

Social media advertising

Email marketing

This approach builds resilience and positions your business for long-term success.

How to Optimize Your LSA Performance

If you’re committed to making LSAs work, here are practical tips:

1. Stay Active in the Platform

Google rewards businesses that actively manage their LSAs. Log in daily to:

Rate Leads: Mark leads as good or bad based on their relevance.

Book Jobs Quickly: Promptly update the platform when a lead converts into a scheduled job.

Request Reviews: Use Google’s built-in review system to request and collect verified reviews.

The more engaged you are, the more Google trusts your business.

2. Review and Update Your Settings

Regularly review your LSA settings to maximize visibility:

Ensure all your service areas (cities and zip codes) are listed.

Add relevant service categories, especially new ones like kitchen and bath remodels if applicable.

Upload fresh photos and keep business details accurate.

3. Adjust Your Budget

Tweaking your budget can sometimes boost your performance. Experiment with higher daily limits or reallocating funds to different regions to “shake the leaves loose” and increase impressions.

The Power of Reviews

Reviews are gold for your LSA strategy. Why? They signal trustworthiness and help Google’s algorithm favor your business.

Pro tip: After completing a job, send review requests through the LSA interface. Verified reviews automatically populate your Google Business Profile, giving you an extra credibility boost.

The Human Element in Marketing

What sets successful businesses apart? Humanity. Customers connect with businesses that feel real, empathetic, and trustworthy.

Here’s how to add a human touch to your marketing:

Personalize Communication: Address customers by name and tailor messages to their needs.

Respond Promptly: Timely responses show you value their time.

Share Your Story: Use your website and social media to share why you’re passionate about plumbing.

Humanity builds trust—and trust drives business growth.

Don’t Ignore the Bigger Picture

Google’s algorithm changes and increased competition can be frustrating, but remember: LSAs are just one piece of the puzzle. By focusing on humanity in marketing and diversifying your approach, you’ll position your business for sustained success.

If you’re ready to take your marketing strategy to the next level, schedule a consultation with me and my team at TylerWilliams.net. Let’s figure out what your business needs to grow. We’ll even throw in a few jokes to keep things fun!

Thanks for reading, and here’s to a fantastic 2025!