Using PPC to pull in local clients

Using PPC to pull in local clients

Gaining local clients through PPC campaigns is pretty simple if you lay everything out prior to starting your attack. I've recently been going to a ton of local websites and contacting them to see if they'd be interested in some web design and/or SEO work. The responses I get are all over the place because I'm actually cold emailing these websites and companies without them wanting to talk. I've been getting the typical "No Thanks" responses as well as the "Take me off of your mailing lists or I will report you" (even through I contacted them through their contact us page lol. There are the few websites that I did contact who wanted to hear more about what we do, and those kinds of businesses are the ones I want to target.

After I had some success with cold emails I decided to set up a very targeted PPC campaign through Adwords and I was kind of shocked at the results. The clicks weren't as much as if I were to target nationally or globally, but they were much higher quality and I closed them much more often. Below I'll go over what you should put into affect when setting up a local PPC campaign.

Targeting
Not every business will be able to afford what you're offering, so you'll need to set up your PPC campaigns in a way so that you can target higher profiting businesses. Now if you're selling a $100 a month service then you can probably target every local company because there are a lot of businesses out there that would be willing to try you out in hopes to gain more sales later on

You'll want to set up specific pages on your website for different niches in your area. You can target niches like Lawyers, Dentists, Oral Surgeons, Plumbers, Lawn Care/Maintenance, and so on. If your prices are pretty low you can pull in loads of potential clients but if you're selling something at $500+ per month then you'll just want to target the companies who make more than $100,000 a year. When your pages are set up for specific niches you can then set up your ads to say something like "Best Lawyer SEO Agency in (your town)" or "Lawyer SEO Agency in (your town)" or even more basic "(your town) Lawyer SEO" This will obviously be for your Lawyer niche and you can do something similar for other niches you want to target.


Cheaper
I love this method of finding clients because it's usually much cheaper than targeting a national or global market. You won't have to compete as much with bigger companies because you're specific keywords and niche pages will keep your relevancy score at a 9/10 or a perfect 10/10 and keep your ad showing all the time if your budget allows it.

With your relevancy up so high because of the specific pages and ads aiming at them, you will notice that your CPC (cost per click) will slowly drop and that means more clicks coming through your ads in the long run

Easier to Close
These types of campaigns pull in local clients which are easier to close because you can talk to them over the phone and even go out to get a cup of coffee and talk about what you can do for them. I recently had a sit down at starbucks with a client and after we were done talking he said he definitely wants to sign up and he'd be in touch in a couple days. He eventually signed up and told me that he only wanted to sit down with me to make sure I was a real person and how knowledgeable I was about the topics he wanted to cover. He was basically interviewing me the entire time to figure out if I was the right person for the job, and I was ;)

People like sitting down to talk about what is going to happen with their websites for a few reasons

1. They want to know you're an actual person and not someone from overseas just trying to take their money.
2. They want to see what kind of person you are and if they can trust you with their campaigns.
3. They want to see if you will take the extra step to actually meet up with them which shows you're engaged and ready to work (sort of).

More Trust
When someone is signing up for a service online they want to know they can trust the person or company they're paying to do the work. If they always took a chance with a company overseas or 2,000+ miles away then they probably wouldn't be as successful as they currently are due to people taking advantage of them.

By living close to the potential client you can be contacted anytime during the day by phone or email and hopefully you will respond quickly. I usually give out my "personal" business number to anyone who signs up so they can call my work cell phone, this step alone helps me close some clients

Businesses will also want to work with you because you know the area just as well as they do, hopefully. If they're targeting the local consumers in the area then you'll need to know the area, right? So if you're local then the business will trust you a bit more with their campaign since you will know all the areas, landmarks, roads, etc. and can run a much smoother campaign than someone a few states away.



In Conclusion
I've done this with my main marketing website and I spent much less on my PPC campaigns, but I got less clicks due to the lower search volume. I wasn't worried about that though because I was saving money overall and it was still pulling in the same amount of profits compared to my national and global ads. So not only am I saving money but I'm making the same amount or more I ran this kind of ad for 3 weeks until I couldn't take anymore clients on. I wish I had a bigger team because I could just keep the ad running and never fill up on clients So in the end, keep thinking outside of the box and make more money. Just a simple little tweak to an adwords campaign can make you a full time income in a few weeks



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Thanks!

Razzy