WEBVTT
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Google changing their LSAs again, but like kind of in like a big way.
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They're like basically turning it into Chat GPT, and then that whole system's gone.
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Like the results will be like answer driven and not search driven anymore.
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US home service verticals are all coming in in August.
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Like Google only spends like five grand no matter what I do.
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If it runs like Google ads, like I see that as like a big upcoming like ad budgets get really quick.
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If you start seeing it drop in leads, first place you should go look is your LSA.
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What should I be looking up for?
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Yeah, so one is welcome back to Owned and Operated, a top 150 business podcast.
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I'm your host, John Wilson, and on the show we talk about home service companies and how to build them.
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A lot of it's uh me talking about my own home service company here in Ohio, Indiana, and Tennessee.
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Uh, but we also bring our friends on and we talk about things they're trying in their business.
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We talk about acquisitions and a ton more.
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Today I'm joined by my good friend Sam Preston, the CEO of Service Scalers.
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And we're talking about kind of like a weird thing that seems to be happening right now, which is Google changing their LSAs again, but like kind of in like a big way.
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They've definitely been sending updates, but like they're just yeeting LSA straight into PPC, is what it sounds like.
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So I I want to, I'm trying to figure out like how should I be thinking about this as a contractor?
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Welcome to the show.
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Yes, you should be thinking about this.
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This is a big change, specifically if you're already running LSA.
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Um, but also if you've not run LSA, I think this is there's gonna be a ton of people that are not paying attention, they're not gonna see this.
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Uh, each account's gonna get 14 days.
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Uh, they're gonna get 14-day emails notifying them, a seven-day reminder, and then that old system's gone.
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It's all gonna be moved over to PMAX uh inside of Google Ads.
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And uh, so if you haven't been running LSA, this might be a good opportunity to jump in and play around with it.
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Um, because I think there's gonna be a lot of people that are not paying attention and suddenly their LSA is just not working as well.
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So can you like ex yeah, explain to me what is happening?
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Yeah, like is it a so effectively is it going to be PP, is LSA just like PPC now, or is it an LSA function inside the Google Ads platform?
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Because I feel like that's those are two really big distinctions.
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It's a big one.
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Um, and for now, they are just moving the the platform, not the product.
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Um, so there will be some different changes, and we can we'll we will go through that.
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Uh, but effectively, right now is you're able to log into uh your LSA account, and that's where you do uh your LSA activities to drive leads through that.
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Um, this is a platform that hasn't changed all that much.
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They've done some tests, right?
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Like they uh allowed you to uh rate your leads and things like that.
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They're always testing different things.
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Um, but now they are pooling that system inside of Google Ads uh where you can run uh uh now P Max campaigns, yeah.
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Um LSA style.
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So you can run PSA or PMAX LSAs.
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Yeah.
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And PMAX, I think, is what stands for performance max, right?
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So it basically like automates your budget to maximize either number of leads or cost per lead or whatever output you're aiming for.
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Yeah, I mean, the what PMAX was really good at is putting your ad everywhere.
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So whether you're running a search campaign, a YouTube campaign, uh like if you go to uh the New York Times and you see like a little ad that's in the corner of that, that's usually put there by something like a performance max uh campaign.
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Uh, it gives you very low cost per clicks to um uh and traffic to your site.
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The leads generally weren't as strong as just a straight up search campaign.
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Um and then last year we really were trying to move away from that.
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So we tested it last year and PMAX really wasn't working very well.
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So we moved away from that.
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We were really primarily searched throughout all of our uh campaigns.
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This year we're testing it out more and starting to see more success.
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Um what's funny is like since since PMAX can put that ad anywhere, the the primary channel that was working inside of PMAX was still search, and we're just starting to see that.
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So that's that's a big change that we're already seeing is performance max is starting to work better.
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And now it makes a lot more sense that uh because I think it's Google has been like uh preferring that channel or that that type of campaign.
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So now they're moving LSA inside of it.
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Um, it's still going to be a pay-per-lead model.
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Um, so won't be pay-per-click for now.
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I'd be surprised if that stays forever.
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Um, I think Google makes way too much money on their pay-per-click model.
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Um, and I think this is part of why they're doing it.
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I think the other thing is this merges all the paid um uh products that they have in one account, and Google Ads has an API that you can hook into.
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Um, whereas uh LSA did not have that.
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It was from your PMAX campaign.
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Yeah, I wonder if this is like um, it reminds me a little bit of they're they're doing uh they're combining Google search or sorry, they're making Google search like I don't even know how to describe, they're like basically turning it into Chat GPT.
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Like the results will be like answer driven and not search driven anymore.
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Um, and I was wondering how they were gonna do LSA, but like this makes more sense because they are driving their like ads into it, and like LSA is just a part of that, which I feel like that makes a lot more sense.
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But I think that change is going live this fall.
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Like they're basically sunsetting like the Google search that we've known for 20 years, and it's just becoming like an answer.
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No, no, not this fall, August.
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Uh oh, literally US home service verticals, plumbing, HVAC, electrical, appliance, repair, house cleaning, lawn clear care, roofing, pest control, and moving LSAs are all coming in in August.
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And then later in 2026, uh other types of uh services like they're pushing the wild.
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And I I think it is uh to to what you've said is I think they're moving more to the AI mode.
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Um, and so that this is like one of those first steps because they are gonna want to run ads through there.
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Yeah, totally.
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No, that makes that makes total sense.
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Yeah, that's that's really wild.
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I I just want to understand, like, I would love to hear I feel like LSA changed the game for home service.
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Um it made getting leads easier for everyone for a while.
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And like people still do it.
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It's like a high, it's a it's it's like one of the best lead sources out there.
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Um and I I think I would just be fascinated to know like what percentage of how much I'm just gonna I'm gonna Google it.
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Like, but how much how much do they make from LSA versus PPC?
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That's a great while you're searching for because it feels like they keep treating it like sort of like a stepchild, but it has to be like very valuable to them.
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No one knows.
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Okay.
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My hunch is that they make more at at PPC, and that's one of the reasons why they're making this move.
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Um but there is gonna be a lot that stays the same.
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So right now, yeah, walk me through it.
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Now I'm Googling like Google's revenue mix.
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Kidding.
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Uh so top of search and maps placements, same position.
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So, like, okay, what they're saying is when you search for plumber near me, that first section is still gonna be LSA.
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Um, your Google verified and Google guaranteed badge should carry over.
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Um, it's still going to be keywordless targeting.
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Um it's still gonna be a pay-per-lead model, not a pay-per-click.
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Uh your lead history should transfer over to the lead manager.
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Um, and the disputes should still work.
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Um it's just it should be the same uh mechanic, new location.
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Um, I am interested to know because they didn't mention this, but like how will listening to those phone calls work?
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Will it still be the same system?
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Um and so that'll be that'll be super interesting.
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Yeah, no, that will be really interesting.
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There's a couple changes here too.
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I've got some notes.
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Yeah.
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Yeah.
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There's like what are the big what are the big changes?
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What what should I be looking out for?
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Yeah, so one is setting your budget.
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So it's gonna go from weekly to daily.
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Um and that's I feel that that's how meta and Google Ads worked, anyways, right?
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Yeah.
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Um, and so it's it's it's important to know that because one of the things that'll happen, and we have this issue with LSA because you just set it for weekly, um, and you would just use all your budget early on in the week.
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Uh, you might have this same issue uh with daily budget, is where you'll get a daily allow allotment, let's say it's like$50, and you spend all 50 of those dollars at 8 a.m.
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Well, that means you're not getting any of the leads that are coming in between four and seven p.m., which are generally your best leads because people are getting home, finding issues, and reaching out.
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Um so like that's gonna be a thing.
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You're gonna want to make sure that's high enough to get through the day.
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Um the type of bidding is gonna change.
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So the old way used to be like a manual uh max cost per lead.
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Um, and now it's gonna be an automated target.
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Um they're calling it CPA, but it's effectively the same thing.
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Uh cost per lead that's gonna come through.
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Um honestly, I kind of like this thing.
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I I think.
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I mean, because as I think about switching over to daily budgets, and as I think about like using the PPC structure, which I think is what they're saying they're gonna do, like that should work better.
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I would I would imagine that would work better than the sort of like the weekly thing, always felt a bit odd to me.
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This should give you more control.
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That was always one of my biggest complaints about LSA is like if I did everything right and it wasn't working, there was nothing else for me to do.
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Um, whereas like this, if it's on the back of the PPC like ad system, this would probably fucking kill.
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And maybe the way to think about it is like, yeah.
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Well, I mean, obviously, I don't know.
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Like, so I don't know.
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The answer is I don't know.
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Like, I want to I now I want to deploy it and like I kind of want to try, but I I think I'm I think I'm into it.
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I yeah, I think I like this.
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I I agree.
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So like if I come back in two weeks just like weeping, uh, you'll know that I did not in fact like it.
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Yeah, totally wrong.
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I hated it completely, it was the worst thing ever.
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Um mad of the gods of Google.
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Yeah, one way or another.
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Yeah, yeah, we will.
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Um so one of the things that's changing is there's going to be uh campaign level CPA, or at least this is what they're they're talking about.
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So, like uh one of the issues with where uh in the in the old system is that you would set your budget and you would say, here are all the services that we're going after, right?
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Uh and you would get leads.
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And sometimes you get a lead uh for uh very expensive for really cheap service, and again, not a lot that you can do.
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Now everything's gonna be based off campaign, apparently.
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So you'll be able to put your services that you get a better profit, a better average order value in one campaign with a level CPA uh that you're willing to pay, and then the other ones in a different campaign, again, giving you more control over what actually works.
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Um yeah.
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I think one of the differences that I'm you know interested in seeing is that LSA was one of those things where you could just go to YouTube and figure it out.
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Like if you were a small contractor, this definitely complicates LSA.
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Yeah.
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So I remember talking to people through it.
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Like, here's our exact algorithm, this is what we do, here's our recipe, go do it because you're small enough that you shouldn't hire an agency yet, go just do it.
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Yeah.
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Um, and now I am a little nervous about how that will affect people.
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Uh, if you're more tech savvy, I think they're gonna make it hopefully easy for you to set up.
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Um PMAX, like the setup is definitely more complicated than just like turn it on, get verified, and see how it goes.
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I mean, I think one of the other like risks that will probably happen easy is if it's on the back of the PMAX structure, which it sounds like we think it is, then most the issue that most people have with their LSAs is their LSAs don't fully spend.
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So that that issue might go away.
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We're like, hey, suddenly your LSAs do fully spend.
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Because what most people do, and I think that's why I'm kind of into it, like if it's on the back of like a better search function, like maybe this works.
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And then you, you know, it's it's a better situation.
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Um, but most like I know people that set their weekly budget to a million dollars because they're like, well, never spend it.
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Like Google only spends like five grand no matter what I do.
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Uh, but like if it runs like Google ads, like it might spend it.
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And I I see that as like a big upcoming like ad budgets get fucked really quick.
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You're trying to break through the five million dollar mark.
00:14:46.000 --> 00:14:49.440
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Well, it's gonna be good and bad, right?
00:15:15.519 --> 00:15:24.879
So for the people that have money and then want to spend, I think you're gonna be it's gonna be much easier for you to go like price out the um the competition.
00:15:25.120 --> 00:15:26.159
I'm ready to price out some people.
00:15:26.480 --> 00:15:31.440
If you're willing to spend I'm ready, if someone can only spend$50 on a cost per lead, this is something you've been preaching for years now.
00:15:31.600 --> 00:15:31.759
Yeah.
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If someone can only pay$50 for a cost per lead, but you're willing to spend$150, like you'll burn through your budget and you'll get those leads where somebody else might not.
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Yeah.
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Um so I am curious to see how that that performs.
00:15:47.360 --> 00:15:49.279
There are some urgent tasks, right?
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Again, like it's uh we're recording this on July 23rd.
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This is not gonna go out for another week.
00:15:54.240 --> 00:15:57.120
So like you're pretty close to August, guys.
00:15:57.440 --> 00:16:05.919
Uh so first thing you need to go do is uh your performance reports do not transfer.
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Your lead history should, but your performance reports won't.
00:16:09.600 --> 00:16:13.279
So go into this dashboard and make sure that you're exporting those.
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Uh make sure you export your monthly lead volume by category, your cost per lead by uh category, your total spin, your dispute credit history, your booking ratings, all that's gonna go away.
00:16:24.399 --> 00:16:24.879
Yeah.
00:16:25.360 --> 00:16:36.480
So uh the Google's own, like the only thing they've said is uh that uh no action is needed for you except for backing up reports.
00:16:36.799 --> 00:16:38.799
So yeah.
00:16:38.960 --> 00:16:45.600
Um okay, so if you need uh Okay, like previous, which you know, we'll probably need that.
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Yeah.
00:16:47.600 --> 00:16:55.200
So we're doing that for all our clients right now where we're pulling out all that data uh and all that performance because we want to be ahead of that.
00:16:55.519 --> 00:16:56.960
Yeah, yeah, yeah, yeah, yeah.
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I do wonder how um I do wonder how like I feel like this is the second time they've like shuffled the LSA around.
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Because I feel like a year ago they were like, hey, LSA is now GBP.
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Um and now they're like pulling it from the GBP.
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It'll be really interesting to see like how that how that interaction works.
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Because though they became the same thing and now they're divorcing it.
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Yeah, I remember we used to have the review strategy of like you want to send that review specifically to your LSA reviews, not your GPP, because those are two different places and they became one, so it didn't matter where you sent it.
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Um, that will still be super important.
00:17:37.839 --> 00:17:48.960
So uh one of you know, uh one of your checklist items that you should be doing is auditing your GBP for NAP consistency, name, address, phone number.
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So name, address, hours, phone, uh, make sure everything is set correctly.
00:17:55.279 --> 00:18:02.160
Um, because you will still be using GBP as a profile for how you're running your LSA ads.
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I don't know exactly how that'll work.
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That's just what we're seeing uh inside of Google.
00:18:07.279 --> 00:18:14.000
So if I give you a checklist real quick of things that you should be doing right now, is one, go export all your historical reports now.
00:18:14.319 --> 00:18:20.400
Two, audit your GBP, three, decide on the campaign structure before the I'm writing these down.
00:18:20.480 --> 00:18:22.960
Um I'm over here, like good, let's go.
00:18:23.519 --> 00:18:24.480
Good, good, good.
00:18:24.640 --> 00:18:27.839
Uh Servicecales also wrote a blog on this.
00:18:28.000 --> 00:18:29.039
So nice.
00:18:29.119 --> 00:18:31.359
Um I don't know if we could put that in the show notes, maybe.
00:18:31.599 --> 00:18:32.000
Yeah, yeah.
00:18:32.079 --> 00:18:33.440
No, we can like toss a link to that.
00:18:33.519 --> 00:18:34.319
That'd be sweet.
00:18:34.559 --> 00:18:49.039
I mean, I think this is a big deal that everybody needs to be like pretty thoughtful about because I think LSA has as I think about the big challenges I've already I've already said them, but like the big things I'm thinking about are we've always overestimated our weekly budget because LSA never spends it.
00:18:49.119 --> 00:18:49.839
Now it might.
00:18:49.920 --> 00:18:51.119
So like that's a big deal.
00:18:51.279 --> 00:18:51.599
Yeah.
00:18:51.839 --> 00:18:57.279
Um performance could hypothetically go up or just be unchanged, or I guess go down.
00:18:57.359 --> 00:19:00.720
But like if it's on top of PMAX, I'm actually kind of excited about that.
00:19:01.039 --> 00:19:05.119
Um and then really need to audit our GBPs.
00:19:05.279 --> 00:19:08.880
Uh so like all that to say, like this feels like a big deal.
00:19:09.039 --> 00:19:16.160
Um, yeah, we'll we'll toss that link in our show notes uh and like in the description below if you're watching on YouTube and you can check it out.
00:19:16.319 --> 00:19:17.279
That's a good that's good.
00:19:17.519 --> 00:19:21.759
A couple other things that you need to do is you need to rewrite your call-outs.
00:19:22.160 --> 00:19:25.119
So uh your BBB call out will not transfer.
00:19:25.440 --> 00:19:30.880
It was on LSA, it will not transfer over to um uh uh the Google Peam X.
00:19:31.519 --> 00:19:34.480
Um and then prep like six other call-outs.
00:19:34.640 --> 00:19:46.000
So things like things like um your license and insured, 24-7 emergency, uh, free estimate, same day, uh financing, family veteran owned, things like that as a call-out.
00:19:46.319 --> 00:19:47.680
Make sure you get those down.
00:19:49.279 --> 00:19:59.599
Um, and then I think you need to be in the mindset of a weekly or two-week window of monitoring uh after the switch.
00:19:59.759 --> 00:20:01.519
So just make sure that you're in it.
00:20:01.599 --> 00:20:06.319
Uh, if you're working with an agency, make sure they're in it uh and giving you a report on what's going on.
00:20:06.480 --> 00:20:06.799
Yeah.
00:20:06.880 --> 00:20:09.359
Uh and just like know that this is happening.
00:20:09.440 --> 00:20:15.599
If you start seeing it drop in leads suddenly, first place you should go look is your LSA, you know.
00:20:15.839 --> 00:20:20.640
Um so uh this is a big deal.
00:20:20.720 --> 00:20:25.359
Um, this is a massive migration, so you just you don't know how these are gonna go.
00:20:25.519 --> 00:20:28.799
It could be nice and they can fumble the back.
00:20:29.200 --> 00:20:37.599
So yeah, so maybe the big thing to be thinking about over the next couple weeks is like, do you have a backup lead source in case something goes shitty?
00:20:38.400 --> 00:20:39.920
Yeah, yeah.
00:20:40.079 --> 00:20:45.119
I even had uh two different sales calls this last week where I specifically would not sell them LSA.
00:20:45.680 --> 00:20:52.400
I was like, I'm not gonna like start an account for you if in two weeks it's gonna be completely different.
00:20:52.559 --> 00:20:54.559
Uh let's stop in two weeks.
00:20:54.799 --> 00:20:55.599
Um, yeah.
00:20:55.759 --> 00:21:02.000
And so we're like paused on selling that service until we get past the next couple weeks and then we'll uh be back.
00:21:02.240 --> 00:21:03.119
Well, I think that makes sense.
00:21:03.200 --> 00:21:07.519
I think we're definitely like in an observation period of like what's gonna happen, how's it work?
00:21:07.920 --> 00:21:08.720
Okay, yeah.
00:21:08.960 --> 00:21:09.599
This was good.
00:21:09.680 --> 00:21:12.079
I've got a lot to like go talk to my marketing team about.
00:21:12.319 --> 00:21:13.039
This is good.
00:21:13.440 --> 00:21:14.240
This is good.
00:21:14.480 --> 00:21:15.200
Let's go.
00:21:15.440 --> 00:21:17.519
Okay, so like biggest takeaways.
00:21:17.599 --> 00:21:21.680
Uh I feel like we talked about the biggest risks, seems like an opportunity.
00:21:21.920 --> 00:21:44.240
Um, and like if you migrated tomorrow, the big things are gonna be like get your records, audio your profile, um, update your call-outs, which yeah, and that's like you know, family landed operated, insured, licensed.
00:21:44.799 --> 00:21:48.079
Um verify like where the leads go.
00:21:48.240 --> 00:21:52.880
So like check the phone numbers because LSAs are like attached to specific phone numbers for us.
00:21:53.119 --> 00:21:55.119
Yeah, dude, this is gonna be kind of messy.
00:21:55.359 --> 00:21:56.240
This is gonna be messy.
00:21:56.400 --> 00:21:57.359
I bet this will be rough.
00:21:57.519 --> 00:21:59.359
And it's just gonna happen with no warning, right?
00:21:59.440 --> 00:22:02.319
Like it'll Like one day we'll just wake up and we migrated.
00:22:03.200 --> 00:22:03.599
Yeah.
00:22:03.759 --> 00:22:04.000
Yeah.
00:22:04.160 --> 00:22:10.240
And they they should give you a 14-day window uh with a 17 seven day warning.
00:22:10.799 --> 00:22:15.440
Um but you know uh you just need to be prepared.
00:22:15.599 --> 00:22:18.880
If you're if you're running other ad platforms, do it.
00:22:19.119 --> 00:22:26.880
The other thing, if you uh if you're running a PPC campaign uh account right now, I would highly recommend starting PMAX.
00:22:27.279 --> 00:22:31.200
You know, if you don't already have one in there, um I think it'll matter.
00:22:31.440 --> 00:22:37.599
You know, like we want to start um getting conversion data inside those conversion events.
00:22:38.000 --> 00:22:39.440
Um I think it's helpful.
00:22:39.599 --> 00:22:41.839
We're running them anyways and feeling pretty strong.
00:22:41.920 --> 00:22:43.759
Like those are those are being helpful.
00:22:44.160 --> 00:22:49.200
Um so highly recommend if you have the budget, start running those anyways.
00:22:49.359 --> 00:22:51.920
Um, it might help you in that transfer.
00:22:52.400 --> 00:22:59.119
Um I I don't think it'll be I think it will be one of those things that is messy.
00:22:59.279 --> 00:23:00.480
I think things will happen.
00:23:00.640 --> 00:23:01.759
I don't think it'll all be bad.
00:23:01.920 --> 00:23:10.160
I think some people will come after this and go, like, I had a great August uh because the switch happened and I I I covered a lot more ground than I usually get from LSI.
00:23:10.319 --> 00:23:12.240
Yeah, no, that's really interesting.
00:23:12.400 --> 00:23:12.960
Awesome.
00:23:13.200 --> 00:23:14.400
Well, man, this was good.
00:23:14.480 --> 00:23:16.480
This feels like we covered some good stuff.
00:23:16.559 --> 00:23:18.559
I feel like I've got some notes here.
00:23:18.799 --> 00:23:20.319
Um, I loved it.
00:23:20.559 --> 00:23:23.279
Here's a stat about Yelp that I bet you didn't know.
00:23:23.440 --> 00:23:39.039
When millions of people ask AI like ChatGPT, Perplexity, or any of the others what the best home service provider is, Yelp recommendations show up three times more than Angie, Thumbtack, Home Advisor, Better Business Bureau, and Nextdoor combined.
00:23:39.200 --> 00:23:45.119
And here's why that matters to you 91 to 97% of those searches do not include the business name.
00:23:45.200 --> 00:23:51.200
The homeowner hasn't picked anybody yet, and they're deciding right now, and Yelp is where they're getting their answers.
00:23:51.359 --> 00:23:53.119
These aren't low-intent browsers.
00:23:53.279 --> 00:23:58.960
Over half of Yelp's 76 million monthly audience earns six figures and owns their home.
00:23:59.119 --> 00:24:13.599
Jose Varga started a five-star HKC on his own in Dallas, and he turned on Yelp ads, and they hit 30% year-over-year growth with$650 revenue per call, and he grew his monthly leads by a 444%.
00:24:14.079 --> 00:24:18.720
If you want to own the moment when homeowners are making their choice, you should be checking out Yelp.
00:24:18.799 --> 00:24:27.759
Start earning your share on Yelp's 350,000 daily home service leads by going to business.yelp slash owned and operated.
00:24:28.400 --> 00:24:35.920
I was gonna say, I do actually have some data points that might give us insight into one of the reasons why they're moving over here.
00:24:36.079 --> 00:24:45.359
Uh, we don't know exactly uh how much revenue they're making, but the average LSA uh cost per lead is$53.
00:24:46.480 --> 00:24:53.440
The average PPC in comparison is$149 for non-branded leads.
00:24:54.160 --> 00:24:59.359
Um so it's almost three times more expensive to get a PPC lead than an LSA.
00:25:00.400 --> 00:25:00.960
Yeah.
00:25:01.200 --> 00:25:02.720
Um that's interesting.
00:25:02.960 --> 00:25:09.119
Now again, the LSA is blended, so it will have branded and yeah, locksmiths at five bucks.
00:25:09.279 --> 00:25:10.160
And yeah.
00:25:10.559 --> 00:25:10.960
Yeah.
00:25:11.119 --> 00:25:13.759
And so maybe the lead quality is not nearly as good.
00:25:13.920 --> 00:25:23.519
So there might be some stuff there, but um the average like return on investment was a 7.84 uh for LSA.
00:25:23.680 --> 00:25:29.359
And we found that from like Search Lite, because they have all the data where they connect um stuff is is great.
00:25:29.519 --> 00:25:33.119
Um, which I don't actually have that for PPC, which is super interesting.
00:25:33.680 --> 00:25:40.400
Um so it'll be interesting, man, uh, to see how this change shakes out.
00:25:41.519 --> 00:25:42.000
Yeah.
00:25:42.240 --> 00:25:47.759
So you basically think they're like tripling revenue like for this segment, anyways.
00:25:48.000 --> 00:25:49.119
That's fucking cute.
00:25:49.519 --> 00:25:50.960
I wish I could just do that.
00:25:51.119 --> 00:25:54.720
Uh you know, just yeah.
00:25:55.200 --> 00:25:56.319
Um click a button.
00:25:56.559 --> 00:26:00.799
It it'd be nice if we had a type of monopoly, you know, just a little own the market.
00:26:01.279 --> 00:26:01.599
Yeah.
00:26:02.319 --> 00:26:05.039
Yeah, that is that is that is crazy.
00:26:05.200 --> 00:26:06.480
That's crazy.
00:26:07.440 --> 00:26:08.160
Awesome.
00:26:08.319 --> 00:26:10.880
Um and any other quick hits on this?
00:26:12.400 --> 00:26:12.960
Nope.
00:26:13.200 --> 00:26:14.240
Just be prepared.
00:26:14.319 --> 00:26:15.680
It's coming for you.
00:26:16.240 --> 00:26:18.160
Um and you'll be okay.
00:26:18.240 --> 00:26:18.960
We'll make it through.
00:26:19.200 --> 00:26:20.240
We'll make it through.
00:26:20.480 --> 00:26:21.599
Thanks for coming on today.
00:26:21.680 --> 00:26:22.079
I appreciate it.
00:26:22.480 --> 00:26:23.200
Thing for you, John.
00:26:24.160 --> 00:26:27.200
If you like what you heard, make sure you like and sub.
00:00:00.160 --> 00:00:03.439
Google changing their LSAs again, but like kind of in like a big way.
00:00:03.600 --> 00:00:07.360
They're like basically turning it into Chat GPT, and then that whole system's gone.
00:00:07.440 --> 00:00:11.199
Like the results will be like answer driven and not search driven anymore.
00:00:11.439 --> 00:00:14.960
US home service verticals are all coming in in August.
00:00:15.039 --> 00:00:17.760
Like Google only spends like five grand no matter what I do.
00:00:17.839 --> 00:00:23.679
If it runs like Google ads, like I see that as like a big upcoming like ad budgets get really quick.
00:00:23.760 --> 00:00:27.519
If you start seeing it drop in leads, first place you should go look is your LSA.
00:00:27.760 --> 00:00:28.879
What should I be looking up for?
00:00:29.039 --> 00:00:42.240
Yeah, so one is welcome back to Owned and Operated, a top 150 business podcast.
00:00:42.399 --> 00:00:48.560
I'm your host, John Wilson, and on the show we talk about home service companies and how to build them.
00:00:48.799 --> 00:00:54.240
A lot of it's uh me talking about my own home service company here in Ohio, Indiana, and Tennessee.
00:00:54.320 --> 00:00:58.960
Uh, but we also bring our friends on and we talk about things they're trying in their business.
00:00:59.119 --> 00:01:00.719
We talk about acquisitions and a ton more.
00:01:00.799 --> 00:01:01.840
So make sure you sub.
00:01:02.159 --> 00:01:06.640
Today I'm joined by my good friend Sam Preston, the CEO of Service Scalers.
00:01:06.959 --> 00:01:16.560
And we're talking about kind of like a weird thing that seems to be happening right now, which is Google changing their LSAs again, but like kind of in like a big way.
00:01:16.640 --> 00:01:23.519
They've definitely been sending updates, but like they're just yeeting LSA straight into PPC, is what it sounds like.
00:01:23.680 --> 00:01:28.560
So I I want to, I'm trying to figure out like how should I be thinking about this as a contractor?
00:01:28.799 --> 00:01:30.400
Welcome to the show.
00:01:30.640 --> 00:01:32.719
Yes, you should be thinking about this.
00:01:32.879 --> 00:01:36.400
This is a big change, specifically if you're already running LSA.
00:01:36.879 --> 00:01:44.159
Um, but also if you've not run LSA, I think this is there's gonna be a ton of people that are not paying attention, they're not gonna see this.
00:01:44.319 --> 00:01:46.879
Uh, each account's gonna get 14 days.
00:01:46.959 --> 00:01:53.439
Uh, they're gonna get 14-day emails notifying them, a seven-day reminder, and then that old system's gone.
00:01:53.599 --> 00:01:57.519
It's all gonna be moved over to PMAX uh inside of Google Ads.
00:01:57.760 --> 00:02:05.439
And uh, so if you haven't been running LSA, this might be a good opportunity to jump in and play around with it.
00:02:05.599 --> 00:02:11.439
Um, because I think there's gonna be a lot of people that are not paying attention and suddenly their LSA is just not working as well.
00:02:11.919 --> 00:02:16.080
So can you like ex yeah, explain to me what is happening?
00:02:16.960 --> 00:02:27.280
Yeah, like is it a so effectively is it going to be PP, is LSA just like PPC now, or is it an LSA function inside the Google Ads platform?
00:02:27.599 --> 00:02:30.000
Because I feel like that's those are two really big distinctions.
00:02:30.319 --> 00:02:31.039
It's a big one.
00:02:31.120 --> 00:02:38.240
Um, and for now, they are just moving the the platform, not the product.
00:02:38.319 --> 00:02:41.599
Um, so there will be some different changes, and we can we'll we will go through that.
00:02:41.680 --> 00:02:52.960
Uh, but effectively, right now is you're able to log into uh your LSA account, and that's where you do uh your LSA activities to drive leads through that.
00:02:53.120 --> 00:02:56.080
Um, this is a platform that hasn't changed all that much.
00:02:56.240 --> 00:02:57.280
They've done some tests, right?
00:02:57.360 --> 00:03:01.520
Like they uh allowed you to uh rate your leads and things like that.
00:03:01.599 --> 00:03:02.960
They're always testing different things.
00:03:03.120 --> 00:03:13.840
Um, but now they are pooling that system inside of Google Ads uh where you can run uh uh now P Max campaigns, yeah.
00:03:14.080 --> 00:03:16.560
Um LSA style.
00:03:16.800 --> 00:03:20.240
So you can run PSA or PMAX LSAs.
00:03:21.199 --> 00:03:21.840
Yeah.
00:03:22.400 --> 00:03:26.080
And PMAX, I think, is what stands for performance max, right?
00:03:26.159 --> 00:03:32.960
So it basically like automates your budget to maximize either number of leads or cost per lead or whatever output you're aiming for.
00:03:33.199 --> 00:03:37.919
Yeah, I mean, the what PMAX was really good at is putting your ad everywhere.
00:03:38.159 --> 00:03:53.360
So whether you're running a search campaign, a YouTube campaign, uh like if you go to uh the New York Times and you see like a little ad that's in the corner of that, that's usually put there by something like a performance max uh campaign.
00:03:53.520 --> 00:04:00.639
Uh, it gives you very low cost per clicks to um uh and traffic to your site.
00:04:00.800 --> 00:04:06.240
The leads generally weren't as strong as just a straight up search campaign.
00:04:06.479 --> 00:04:10.159
Um and then last year we really were trying to move away from that.
00:04:10.240 --> 00:04:12.879
So we tested it last year and PMAX really wasn't working very well.
00:04:12.960 --> 00:04:13.840
So we moved away from that.
00:04:13.919 --> 00:04:17.680
We were really primarily searched throughout all of our uh campaigns.
00:04:18.079 --> 00:04:22.240
This year we're testing it out more and starting to see more success.
00:04:22.560 --> 00:04:34.639
Um what's funny is like since since PMAX can put that ad anywhere, the the primary channel that was working inside of PMAX was still search, and we're just starting to see that.
00:04:34.720 --> 00:04:38.399
So that's that's a big change that we're already seeing is performance max is starting to work better.
00:04:38.560 --> 00:04:47.120
And now it makes a lot more sense that uh because I think it's Google has been like uh preferring that channel or that that type of campaign.
00:04:47.279 --> 00:04:51.120
So now they're moving LSA inside of it.
00:04:51.279 --> 00:04:55.040
Um, it's still going to be a pay-per-lead model.
00:04:55.519 --> 00:04:58.560
Um, so won't be pay-per-click for now.
00:04:58.959 --> 00:05:01.199
I'd be surprised if that stays forever.
00:05:01.360 --> 00:05:04.560
Um, I think Google makes way too much money on their pay-per-click model.
00:05:04.639 --> 00:05:06.720
Um, and I think this is part of why they're doing it.
00:05:06.800 --> 00:05:17.920
I think the other thing is this merges all the paid um uh products that they have in one account, and Google Ads has an API that you can hook into.
00:05:18.160 --> 00:05:20.959
Um, whereas uh LSA did not have that.
00:05:21.040 --> 00:05:23.920
It was from your PMAX campaign.
00:05:24.639 --> 00:05:27.920
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00:06:10.000 --> 00:06:26.480
Yeah, I wonder if this is like um, it reminds me a little bit of they're they're doing uh they're combining Google search or sorry, they're making Google search like I don't even know how to describe, they're like basically turning it into Chat GPT.
00:06:26.560 --> 00:06:30.879
Like the results will be like answer driven and not search driven anymore.
00:06:31.120 --> 00:06:43.519
Um, and I was wondering how they were gonna do LSA, but like this makes more sense because they are driving their like ads into it, and like LSA is just a part of that, which I feel like that makes a lot more sense.
00:06:43.759 --> 00:06:46.000
But I think that change is going live this fall.
00:06:46.079 --> 00:06:52.000
Like they're basically sunsetting like the Google search that we've known for 20 years, and it's just becoming like an answer.
00:06:52.800 --> 00:06:55.600
No, no, not this fall, August.
00:06:55.920 --> 00:07:10.560
Uh oh, literally US home service verticals, plumbing, HVAC, electrical, appliance, repair, house cleaning, lawn clear care, roofing, pest control, and moving LSAs are all coming in in August.
00:07:10.720 --> 00:07:17.360
And then later in 2026, uh other types of uh services like they're pushing the wild.
00:07:17.839 --> 00:07:24.639
And I I think it is uh to to what you've said is I think they're moving more to the AI mode.
00:07:25.040 --> 00:07:29.600
Um, and so that this is like one of those first steps because they are gonna want to run ads through there.
00:07:30.319 --> 00:07:31.040
Yeah, totally.
00:07:31.279 --> 00:07:33.360
No, that makes that makes total sense.
00:07:33.600 --> 00:07:35.519
Yeah, that's that's really wild.
00:07:35.759 --> 00:07:45.600
I I just want to understand, like, I would love to hear I feel like LSA changed the game for home service.
00:07:45.920 --> 00:07:51.920
Um it made getting leads easier for everyone for a while.
00:07:52.000 --> 00:07:52.959
And like people still do it.
00:07:53.040 --> 00:07:56.639
It's like a high, it's a it's it's like one of the best lead sources out there.
00:07:56.879 --> 00:08:05.120
Um and I I think I would just be fascinated to know like what percentage of how much I'm just gonna I'm gonna Google it.
00:08:05.199 --> 00:08:09.759
Like, but how much how much do they make from LSA versus PPC?
00:08:10.720 --> 00:08:22.319
That's a great while you're searching for because it feels like they keep treating it like sort of like a stepchild, but it has to be like very valuable to them.
00:08:22.720 --> 00:08:23.600
No one knows.
00:08:23.839 --> 00:08:24.160
Okay.
00:08:24.480 --> 00:08:29.040
My hunch is that they make more at at PPC, and that's one of the reasons why they're making this move.
00:08:30.079 --> 00:08:36.480
Um but there is gonna be a lot that stays the same.
00:08:36.720 --> 00:08:38.799
So right now, yeah, walk me through it.
00:08:39.759 --> 00:08:42.320
Now I'm Googling like Google's revenue mix.
00:08:43.039 --> 00:08:43.759
Kidding.
00:08:44.000 --> 00:08:47.360
Uh so top of search and maps placements, same position.
00:08:47.519 --> 00:08:54.080
So, like, okay, what they're saying is when you search for plumber near me, that first section is still gonna be LSA.
00:08:54.799 --> 00:08:59.120
Um, your Google verified and Google guaranteed badge should carry over.
00:09:00.159 --> 00:09:04.000
Um, it's still going to be keywordless targeting.
00:09:05.039 --> 00:09:09.200
Um it's still gonna be a pay-per-lead model, not a pay-per-click.
00:09:10.559 --> 00:09:15.120
Uh your lead history should transfer over to the lead manager.
00:09:16.159 --> 00:09:19.120
Um, and the disputes should still work.
00:09:19.440 --> 00:09:24.080
Um it's just it should be the same uh mechanic, new location.
00:09:24.320 --> 00:09:29.919
Um, I am interested to know because they didn't mention this, but like how will listening to those phone calls work?
00:09:30.080 --> 00:09:32.159
Will it still be the same system?
00:09:33.200 --> 00:09:37.200
Um and so that'll be that'll be super interesting.
00:09:38.320 --> 00:09:40.000
Yeah, no, that will be really interesting.
00:09:41.360 --> 00:09:42.799
There's a couple changes here too.
00:09:43.039 --> 00:09:44.159
I've got some notes.
00:09:44.559 --> 00:09:44.960
Yeah.
00:09:45.200 --> 00:09:45.519
Yeah.
00:09:45.759 --> 00:09:48.000
There's like what are the big what are the big changes?
00:09:48.080 --> 00:09:49.919
What what should I be looking out for?
00:09:50.480 --> 00:09:52.639
Yeah, so one is setting your budget.
00:09:52.720 --> 00:09:55.360
So it's gonna go from weekly to daily.
00:09:55.600 --> 00:10:01.120
Um and that's I feel that that's how meta and Google Ads worked, anyways, right?
00:10:01.440 --> 00:10:02.080
Yeah.
00:10:02.399 --> 00:10:13.039
Um, and so it's it's it's important to know that because one of the things that'll happen, and we have this issue with LSA because you just set it for weekly, um, and you would just use all your budget early on in the week.
00:10:13.200 --> 00:10:24.000
Uh, you might have this same issue uh with daily budget, is where you'll get a daily allow allotment, let's say it's like$50, and you spend all 50 of those dollars at 8 a.m.
00:10:24.320 --> 00:10:33.759
Well, that means you're not getting any of the leads that are coming in between four and seven p.m., which are generally your best leads because people are getting home, finding issues, and reaching out.
00:10:34.080 --> 00:10:36.720
Um so like that's gonna be a thing.
00:10:36.799 --> 00:10:39.840
You're gonna want to make sure that's high enough to get through the day.
00:10:40.559 --> 00:10:43.679
Um the type of bidding is gonna change.
00:10:43.919 --> 00:10:49.279
So the old way used to be like a manual uh max cost per lead.
00:10:49.759 --> 00:10:53.519
Um, and now it's gonna be an automated target.
00:10:53.840 --> 00:10:57.919
Um they're calling it CPA, but it's effectively the same thing.
00:10:58.080 --> 00:11:00.799
Uh cost per lead that's gonna come through.
00:11:01.039 --> 00:11:04.960
Um honestly, I kind of like this thing.
00:11:05.120 --> 00:11:06.000
I I think.
00:11:06.960 --> 00:11:19.200
I mean, because as I think about switching over to daily budgets, and as I think about like using the PPC structure, which I think is what they're saying they're gonna do, like that should work better.
00:11:19.360 --> 00:11:25.679
I would I would imagine that would work better than the sort of like the weekly thing, always felt a bit odd to me.
00:11:26.000 --> 00:11:27.200
This should give you more control.
00:11:27.279 --> 00:11:33.519
That was always one of my biggest complaints about LSA is like if I did everything right and it wasn't working, there was nothing else for me to do.
00:11:33.679 --> 00:11:41.039
Um, whereas like this, if it's on the back of the PPC like ad system, this would probably fucking kill.
00:11:41.759 --> 00:11:44.799
And maybe the way to think about it is like, yeah.
00:11:44.960 --> 00:11:46.320
Well, I mean, obviously, I don't know.
00:11:46.399 --> 00:11:47.279
Like, so I don't know.
00:11:47.440 --> 00:11:48.399
The answer is I don't know.
00:11:48.480 --> 00:11:53.679
Like, I want to I now I want to deploy it and like I kind of want to try, but I I think I'm I think I'm into it.
00:11:53.759 --> 00:11:55.519
I yeah, I think I like this.
00:11:56.399 --> 00:11:57.120
I I agree.
00:11:57.200 --> 00:12:03.360
So like if I come back in two weeks just like weeping, uh, you'll know that I did not in fact like it.
00:12:04.000 --> 00:12:05.279
Yeah, totally wrong.
00:12:05.519 --> 00:12:08.159
I hated it completely, it was the worst thing ever.
00:12:08.480 --> 00:12:09.759
Um mad of the gods of Google.
00:12:10.159 --> 00:12:11.120
Yeah, one way or another.
00:12:11.360 --> 00:12:12.480
Yeah, yeah, we will.
00:12:12.639 --> 00:12:21.279
Um so one of the things that's changing is there's going to be uh campaign level CPA, or at least this is what they're they're talking about.
00:12:21.440 --> 00:12:30.080
So, like uh one of the issues with where uh in the in the old system is that you would set your budget and you would say, here are all the services that we're going after, right?
00:12:30.480 --> 00:12:32.080
Uh and you would get leads.
00:12:32.240 --> 00:12:40.480
And sometimes you get a lead uh for uh very expensive for really cheap service, and again, not a lot that you can do.
00:12:40.639 --> 00:12:42.960
Now everything's gonna be based off campaign, apparently.
00:12:43.120 --> 00:12:57.200
So you'll be able to put your services that you get a better profit, a better average order value in one campaign with a level CPA uh that you're willing to pay, and then the other ones in a different campaign, again, giving you more control over what actually works.
00:12:57.360 --> 00:12:59.759
Um yeah.
00:13:00.000 --> 00:13:10.879
I think one of the differences that I'm you know interested in seeing is that LSA was one of those things where you could just go to YouTube and figure it out.
00:13:11.200 --> 00:13:14.559
Like if you were a small contractor, this definitely complicates LSA.
00:13:15.840 --> 00:13:16.159
Yeah.
00:13:16.240 --> 00:13:17.679
So I remember talking to people through it.
00:13:17.759 --> 00:13:24.639
Like, here's our exact algorithm, this is what we do, here's our recipe, go do it because you're small enough that you shouldn't hire an agency yet, go just do it.
00:13:24.799 --> 00:13:25.200
Yeah.
00:13:25.360 --> 00:13:30.240
Um, and now I am a little nervous about how that will affect people.
00:13:30.320 --> 00:13:35.039
Uh, if you're more tech savvy, I think they're gonna make it hopefully easy for you to set up.
00:13:35.440 --> 00:13:43.039
Um PMAX, like the setup is definitely more complicated than just like turn it on, get verified, and see how it goes.
00:13:44.080 --> 00:14:03.360
I mean, I think one of the other like risks that will probably happen easy is if it's on the back of the PMAX structure, which it sounds like we think it is, then most the issue that most people have with their LSAs is their LSAs don't fully spend.
00:14:04.159 --> 00:14:07.759
So that that issue might go away.
00:14:07.919 --> 00:14:10.960
We're like, hey, suddenly your LSAs do fully spend.
00:14:11.120 --> 00:14:18.480
Because what most people do, and I think that's why I'm kind of into it, like if it's on the back of like a better search function, like maybe this works.
00:14:18.639 --> 00:14:21.840
And then you, you know, it's it's a better situation.
00:14:22.240 --> 00:14:28.480
Um, but most like I know people that set their weekly budget to a million dollars because they're like, well, never spend it.
00:14:28.559 --> 00:14:31.919
Like Google only spends like five grand no matter what I do.
00:14:32.080 --> 00:14:37.200
Uh, but like if it runs like Google ads, like it might spend it.
00:14:37.360 --> 00:14:42.799
And I I see that as like a big upcoming like ad budgets get fucked really quick.
00:14:43.120 --> 00:14:45.840
You're trying to break through the five million dollar mark.
00:14:46.000 --> 00:14:49.440
This is the workshop that I wish I had when I was growing Wilson.
00:14:49.519 --> 00:14:58.159
From September 15th through the 17th, Jack and I are hosting our one of our famous Breaking Five workshops at our headquarters in Akron, Ohio.
00:14:58.240 --> 00:15:05.759
You'll see our operation firsthand, you'll sit in our live sales huddles, you'll tour the shop, and we'll break down the exact flywheel that we've used to scale.
00:15:05.840 --> 00:15:07.519
Every workshop that we've done has sold out.
00:15:07.600 --> 00:15:13.279
So if you're serious about building your business, grab your spot now at the link below before it's too late.
00:15:13.679 --> 00:15:15.440
Well, it's gonna be good and bad, right?
00:15:15.519 --> 00:15:24.879
So for the people that have money and then want to spend, I think you're gonna be it's gonna be much easier for you to go like price out the um the competition.
00:15:25.120 --> 00:15:26.159
I'm ready to price out some people.
00:15:26.480 --> 00:15:31.440
If you're willing to spend I'm ready, if someone can only spend$50 on a cost per lead, this is something you've been preaching for years now.
00:15:31.600 --> 00:15:31.759
Yeah.
00:15:31.919 --> 00:15:41.519
If someone can only pay$50 for a cost per lead, but you're willing to spend$150, like you'll burn through your budget and you'll get those leads where somebody else might not.
00:15:41.840 --> 00:15:42.159
Yeah.
00:15:42.639 --> 00:15:47.120
Um so I am curious to see how that that performs.
00:15:47.360 --> 00:15:49.279
There are some urgent tasks, right?
00:15:49.440 --> 00:15:52.639
Again, like it's uh we're recording this on July 23rd.
00:15:52.720 --> 00:15:54.159
This is not gonna go out for another week.
00:15:54.240 --> 00:15:57.120
So like you're pretty close to August, guys.
00:15:57.440 --> 00:16:05.919
Uh so first thing you need to go do is uh your performance reports do not transfer.
00:16:06.000 --> 00:16:09.440
Your lead history should, but your performance reports won't.
00:16:09.600 --> 00:16:13.279
So go into this dashboard and make sure that you're exporting those.
00:16:13.679 --> 00:16:24.240
Uh make sure you export your monthly lead volume by category, your cost per lead by uh category, your total spin, your dispute credit history, your booking ratings, all that's gonna go away.
00:16:24.399 --> 00:16:24.879
Yeah.
00:16:25.360 --> 00:16:36.480
So uh the Google's own, like the only thing they've said is uh that uh no action is needed for you except for backing up reports.
00:16:36.799 --> 00:16:38.799
So yeah.
00:16:38.960 --> 00:16:45.600
Um okay, so if you need uh Okay, like previous, which you know, we'll probably need that.
00:16:46.559 --> 00:16:46.960
Yeah.
00:16:47.600 --> 00:16:55.200
So we're doing that for all our clients right now where we're pulling out all that data uh and all that performance because we want to be ahead of that.
00:16:55.519 --> 00:16:56.960
Yeah, yeah, yeah, yeah, yeah.
00:16:57.200 --> 00:17:05.119
I do wonder how um I do wonder how like I feel like this is the second time they've like shuffled the LSA around.
00:17:05.200 --> 00:17:09.359
Because I feel like a year ago they were like, hey, LSA is now GBP.
00:17:10.319 --> 00:17:13.200
Um and now they're like pulling it from the GBP.
00:17:13.279 --> 00:17:17.680
It'll be really interesting to see like how that how that interaction works.
00:17:18.160 --> 00:17:22.400
Because though they became the same thing and now they're divorcing it.
00:17:22.799 --> 00:17:33.839
Yeah, I remember we used to have the review strategy of like you want to send that review specifically to your LSA reviews, not your GPP, because those are two different places and they became one, so it didn't matter where you sent it.
00:17:34.000 --> 00:17:37.440
Um, that will still be super important.
00:17:37.839 --> 00:17:48.960
So uh one of you know, uh one of your checklist items that you should be doing is auditing your GBP for NAP consistency, name, address, phone number.
00:17:49.119 --> 00:17:55.039
So name, address, hours, phone, uh, make sure everything is set correctly.
00:17:55.279 --> 00:18:02.160
Um, because you will still be using GBP as a profile for how you're running your LSA ads.
00:18:02.480 --> 00:18:04.400
I don't know exactly how that'll work.
00:18:04.480 --> 00:18:07.119
That's just what we're seeing uh inside of Google.
00:18:07.279 --> 00:18:14.000
So if I give you a checklist real quick of things that you should be doing right now, is one, go export all your historical reports now.
00:18:14.319 --> 00:18:20.400
Two, audit your GBP, three, decide on the campaign structure before the I'm writing these down.
00:18:20.480 --> 00:18:22.960
Um I'm over here, like good, let's go.
00:18:23.519 --> 00:18:24.480
Good, good, good.
00:18:24.640 --> 00:18:27.839
Uh Servicecales also wrote a blog on this.
00:18:28.000 --> 00:18:29.039
So nice.
00:18:29.119 --> 00:18:31.359
Um I don't know if we could put that in the show notes, maybe.
00:18:31.599 --> 00:18:32.000
Yeah, yeah.
00:18:32.079 --> 00:18:33.440
No, we can like toss a link to that.
00:18:33.519 --> 00:18:34.319
That'd be sweet.
00:18:34.559 --> 00:18:49.039
I mean, I think this is a big deal that everybody needs to be like pretty thoughtful about because I think LSA has as I think about the big challenges I've already I've already said them, but like the big things I'm thinking about are we've always overestimated our weekly budget because LSA never spends it.
00:18:49.119 --> 00:18:49.839
Now it might.
00:18:49.920 --> 00:18:51.119
So like that's a big deal.
00:18:51.279 --> 00:18:51.599
Yeah.
00:18:51.839 --> 00:18:57.279
Um performance could hypothetically go up or just be unchanged, or I guess go down.
00:18:57.359 --> 00:19:00.720
But like if it's on top of PMAX, I'm actually kind of excited about that.
00:19:01.039 --> 00:19:05.119
Um and then really need to audit our GBPs.
00:19:05.279 --> 00:19:08.880
Uh so like all that to say, like this feels like a big deal.
00:19:09.039 --> 00:19:16.160
Um, yeah, we'll we'll toss that link in our show notes uh and like in the description below if you're watching on YouTube and you can check it out.
00:19:16.319 --> 00:19:17.279
That's a good that's good.
00:19:17.519 --> 00:19:21.759
A couple other things that you need to do is you need to rewrite your call-outs.
00:19:22.160 --> 00:19:25.119
So uh your BBB call out will not transfer.
00:19:25.440 --> 00:19:30.880
It was on LSA, it will not transfer over to um uh uh the Google Peam X.
00:19:31.519 --> 00:19:34.480
Um and then prep like six other call-outs.
00:19:34.640 --> 00:19:46.000
So things like things like um your license and insured, 24-7 emergency, uh, free estimate, same day, uh financing, family veteran owned, things like that as a call-out.
00:19:46.319 --> 00:19:47.680
Make sure you get those down.
00:19:49.279 --> 00:19:59.599
Um, and then I think you need to be in the mindset of a weekly or two-week window of monitoring uh after the switch.
00:19:59.759 --> 00:20:01.519
So just make sure that you're in it.
00:20:01.599 --> 00:20:06.319
Uh, if you're working with an agency, make sure they're in it uh and giving you a report on what's going on.
00:20:06.480 --> 00:20:06.799
Yeah.
00:20:06.880 --> 00:20:09.359
Uh and just like know that this is happening.
00:20:09.440 --> 00:20:15.599
If you start seeing it drop in leads suddenly, first place you should go look is your LSA, you know.
00:20:15.839 --> 00:20:20.640
Um so uh this is a big deal.
00:20:20.720 --> 00:20:25.359
Um, this is a massive migration, so you just you don't know how these are gonna go.
00:20:25.519 --> 00:20:28.799
It could be nice and they can fumble the back.
00:20:29.200 --> 00:20:37.599
So yeah, so maybe the big thing to be thinking about over the next couple weeks is like, do you have a backup lead source in case something goes shitty?
00:20:38.400 --> 00:20:39.920
Yeah, yeah.
00:20:40.079 --> 00:20:45.119
I even had uh two different sales calls this last week where I specifically would not sell them LSA.
00:20:45.680 --> 00:20:52.400
I was like, I'm not gonna like start an account for you if in two weeks it's gonna be completely different.
00:20:52.559 --> 00:20:54.559
Uh let's stop in two weeks.
00:20:54.799 --> 00:20:55.599
Um, yeah.
00:20:55.759 --> 00:21:02.000
And so we're like paused on selling that service until we get past the next couple weeks and then we'll uh be back.
00:21:02.240 --> 00:21:03.119
Well, I think that makes sense.
00:21:03.200 --> 00:21:07.519
I think we're definitely like in an observation period of like what's gonna happen, how's it work?
00:21:07.920 --> 00:21:08.720
Okay, yeah.
00:21:08.960 --> 00:21:09.599
This was good.
00:21:09.680 --> 00:21:12.079
I've got a lot to like go talk to my marketing team about.
00:21:12.319 --> 00:21:13.039
This is good.
00:21:13.440 --> 00:21:14.240
This is good.
00:21:14.480 --> 00:21:15.200
Let's go.
00:21:15.440 --> 00:21:17.519
Okay, so like biggest takeaways.
00:21:17.599 --> 00:21:21.680
Uh I feel like we talked about the biggest risks, seems like an opportunity.
00:21:21.920 --> 00:21:44.240
Um, and like if you migrated tomorrow, the big things are gonna be like get your records, audio your profile, um, update your call-outs, which yeah, and that's like you know, family landed operated, insured, licensed.
00:21:44.799 --> 00:21:48.079
Um verify like where the leads go.
00:21:48.240 --> 00:21:52.880
So like check the phone numbers because LSAs are like attached to specific phone numbers for us.
00:21:53.119 --> 00:21:55.119
Yeah, dude, this is gonna be kind of messy.
00:21:55.359 --> 00:21:56.240
This is gonna be messy.
00:21:56.400 --> 00:21:57.359
I bet this will be rough.
00:21:57.519 --> 00:21:59.359
And it's just gonna happen with no warning, right?
00:21:59.440 --> 00:22:02.319
Like it'll Like one day we'll just wake up and we migrated.
00:22:03.200 --> 00:22:03.599
Yeah.
00:22:03.759 --> 00:22:04.000
Yeah.
00:22:04.160 --> 00:22:10.240
And they they should give you a 14-day window uh with a 17 seven day warning.
00:22:10.799 --> 00:22:15.440
Um but you know uh you just need to be prepared.
00:22:15.599 --> 00:22:18.880
If you're if you're running other ad platforms, do it.
00:22:19.119 --> 00:22:26.880
The other thing, if you uh if you're running a PPC campaign uh account right now, I would highly recommend starting PMAX.
00:22:27.279 --> 00:22:31.200
You know, if you don't already have one in there, um I think it'll matter.
00:22:31.440 --> 00:22:37.599
You know, like we want to start um getting conversion data inside those conversion events.
00:22:38.000 --> 00:22:39.440
Um I think it's helpful.
00:22:39.599 --> 00:22:41.839
We're running them anyways and feeling pretty strong.
00:22:41.920 --> 00:22:43.759
Like those are those are being helpful.
00:22:44.160 --> 00:22:49.200
Um so highly recommend if you have the budget, start running those anyways.
00:22:49.359 --> 00:22:51.920
Um, it might help you in that transfer.
00:22:52.400 --> 00:22:59.119
Um I I don't think it'll be I think it will be one of those things that is messy.
00:22:59.279 --> 00:23:00.480
I think things will happen.
00:23:00.640 --> 00:23:01.759
I don't think it'll all be bad.
00:23:01.920 --> 00:23:10.160
I think some people will come after this and go, like, I had a great August uh because the switch happened and I I I covered a lot more ground than I usually get from LSI.
00:23:10.319 --> 00:23:12.240
Yeah, no, that's really interesting.
00:23:12.400 --> 00:23:12.960
Awesome.
00:23:13.200 --> 00:23:14.400
Well, man, this was good.
00:23:14.480 --> 00:23:16.480
This feels like we covered some good stuff.
00:23:16.559 --> 00:23:18.559
I feel like I've got some notes here.
00:23:18.799 --> 00:23:20.319
Um, I loved it.
00:23:20.559 --> 00:23:23.279
Here's a stat about Yelp that I bet you didn't know.
00:23:23.440 --> 00:23:39.039
When millions of people ask AI like ChatGPT, Perplexity, or any of the others what the best home service provider is, Yelp recommendations show up three times more than Angie, Thumbtack, Home Advisor, Better Business Bureau, and Nextdoor combined.
00:23:39.200 --> 00:23:45.119
And here's why that matters to you 91 to 97% of those searches do not include the business name.
00:23:45.200 --> 00:23:51.200
The homeowner hasn't picked anybody yet, and they're deciding right now, and Yelp is where they're getting their answers.
00:23:51.359 --> 00:23:53.119
These aren't low-intent browsers.
00:23:53.279 --> 00:23:58.960
Over half of Yelp's 76 million monthly audience earns six figures and owns their home.
00:23:59.119 --> 00:24:13.599
Jose Varga started a five-star HKC on his own in Dallas, and he turned on Yelp ads, and they hit 30% year-over-year growth with$650 revenue per call, and he grew his monthly leads by a 444%.
00:24:14.079 --> 00:24:18.720
If you want to own the moment when homeowners are making their choice, you should be checking out Yelp.
00:24:18.799 --> 00:24:27.759
Start earning your share on Yelp's 350,000 daily home service leads by going to business.yelp slash owned and operated.
00:24:28.400 --> 00:24:35.920
I was gonna say, I do actually have some data points that might give us insight into one of the reasons why they're moving over here.
00:24:36.079 --> 00:24:45.359
Uh, we don't know exactly uh how much revenue they're making, but the average LSA uh cost per lead is$53.
00:24:46.480 --> 00:24:53.440
The average PPC in comparison is$149 for non-branded leads.
00:24:54.160 --> 00:24:59.359
Um so it's almost three times more expensive to get a PPC lead than an LSA.
00:25:00.400 --> 00:25:00.960
Yeah.
00:25:01.200 --> 00:25:02.720
Um that's interesting.
00:25:02.960 --> 00:25:09.119
Now again, the LSA is blended, so it will have branded and yeah, locksmiths at five bucks.
00:25:09.279 --> 00:25:10.160
And yeah.
00:25:10.559 --> 00:25:10.960
Yeah.
00:25:11.119 --> 00:25:13.759
And so maybe the lead quality is not nearly as good.
00:25:13.920 --> 00:25:23.519
So there might be some stuff there, but um the average like return on investment was a 7.84 uh for LSA.
00:25:23.680 --> 00:25:29.359
And we found that from like Search Lite, because they have all the data where they connect um stuff is is great.
00:25:29.519 --> 00:25:33.119
Um, which I don't actually have that for PPC, which is super interesting.
00:25:33.680 --> 00:25:40.400
Um so it'll be interesting, man, uh, to see how this change shakes out.
00:25:41.519 --> 00:25:42.000
Yeah.
00:25:42.240 --> 00:25:47.759
So you basically think they're like tripling revenue like for this segment, anyways.
00:25:48.000 --> 00:25:49.119
That's fucking cute.
00:25:49.519 --> 00:25:50.960
I wish I could just do that.
00:25:51.119 --> 00:25:54.720
Uh you know, just yeah.
00:25:55.200 --> 00:25:56.319
Um click a button.
00:25:56.559 --> 00:26:00.799
It it'd be nice if we had a type of monopoly, you know, just a little own the market.
00:26:01.279 --> 00:26:01.599
Yeah.
00:26:02.319 --> 00:26:05.039
Yeah, that is that is that is crazy.
00:26:05.200 --> 00:26:06.480
That's crazy.
00:26:07.440 --> 00:26:08.160
Awesome.
00:26:08.319 --> 00:26:10.880
Um and any other quick hits on this?
00:26:12.400 --> 00:26:12.960
Nope.
00:26:13.200 --> 00:26:14.240
Just be prepared.
00:26:14.319 --> 00:26:15.680
It's coming for you.
00:26:16.240 --> 00:26:18.160
Um and you'll be okay.
00:26:18.240 --> 00:26:18.960
We'll make it through.
00:26:19.200 --> 00:26:20.240
We'll make it through.
00:26:20.480 --> 00:26:21.599
Thanks for coming on today.
00:26:21.680 --> 00:26:22.079
I appreciate it.
00:26:22.480 --> 00:26:23.200
Thing for you, John.
00:26:24.160 --> 00:26:27.200
If you like what you heard, make sure you like and sub.
