The Best Way To Get Local Masonry Leads That Lead To The Highest ROI

The Best Way To Get Local Masonry Leads

The best way to get local masonry leads for your contractor business is to use Google PPC Ads (The fastest method) and Local SEO strategies (A slower method with a higher ROI). These two methods offer affordable, high-quality masonry leads consistently. It’s the best of both worlds. You will run this traffic to your website and convert those visitors into paying clients. 

There are some strategies we don’t recommend. Let’s get into those first.

We Don’t Recommend Getting Trapped Into Buying Masonry Leads

We don’t recommend buying leads from lead agencies or lead generation websites. Thinking long term, rather than short term, not using a lead generation company like Angi’s Leads or Home Advisor is a preferred choice for masonry company owners.

Buying leads can result in low-quality leads as they are often shared with other contractors and are considered cold leads. The customer is also seeking the lowest price without a focus on quality. This is not the type of client you will want to deal with.

Buying leads is also associated with a high cost-per-acquisition. If you are paying between $20-$80 for a lead, you may need 10 masonry leads to land 1 job. You also don’t get to control the quality of the leads. They will just send “whatever” leads your way, with a bill! Lastly, it has a very poor ROI in comparison to local and direct forms of marketing (local seo and Google PPC ads). Our favourites include Local SEO and PPC campaigns. We also published a post recently comparing Angi’s Leads and Google PPC ads for local home services businesses.

Build And Optimize Your Website

Before you can run a Google Ads campaign or start with local SEO, you will need to build out and optimize your website first. Website optimization is required to ensure everything works great and converts customers into buyers.

A website should have a home page, services pages, about page, contact us page, and blog. The home page should be optimized for the primary search query, such as Masonry Company Phoenix. The home page should also internally link to independent services pages. 

Here is a website optimization checklist:

• Can your website be crawled and indexed?
• Do you have the following pages: Home, Services, About, Contact?
• Have you optimized each page with the correct keyword you are targeting? The keyword you are targeting should be in the H1, H2 tags, and the first paragraph. It should also be found in the title tag and meta description.
• Do you have a gallery to showcase all your work?
• Is the website mobile responsive and secure with an SSL?
• Do you have your contact details in either the header or footer?

This is a great starting point for most local businesses.

Set up Dedicated Location Services Pages

One of the best ways to get local masonry leads is to have beautiful target pages, targeting a specific query in Google. An example of said services pages includes creating the following pages for your services.

• Block wall construction in (City)
• Retaining walls and structural masonry in (City)
• Brick, stone, and veneer work in (City)
• Outdoor fireplaces in (City)
• Concrete and hardscaping in (City)
• Masonry repair and restoration in (City)
• Decorative masonry in (City)

The approach is to create a “block wall construction in Phoenix, AZ” page, add all the relevant copy and images describing your service, what you do, who you serve, and why they should choose you. You may also benefit from an FAQ section as well. All these pages should be internally linked to one another.

The next step is to start a local SEO campaign, as it takes longer to make progress on.

Start A Local SEO Campaign

The next step would be to start a local SEO campaign. Local SEO refers to ranking a business website in the search results locally and in Google Maps.

There are three main areas of a local SEO campaign that need to remain a focus for local business owners.

Set Up and Optimize Your Google Business Profile

After your website has been created, you need to create your Google Business Profile. This used to go by the name Google My Business. 

The Google Business Profile is the most important thing you can do for local SEO.

Firstly, go to google.com/business/ and click start now. You will add your business in the next step. If the business doesn’t already exist on Google, you need to create a new listing or claim the existing one. It is important to choose the right category for your listing, as it impacts the ranking. It can also be challenging to change to a different category later. This is because it has to go through an approval process. Choose “masonry contractor”.

The next step you will be prompted for is to choose your business type. You have to choose, either you have a physical location, or you are a service area business. Optimisation of these two types of businesses differs. You will need to add your business contact details, such as your company’s phone number, website URL, and anything else they prompt you for. Always make sure your Name, Address, and Phone number (NAP) are correct and the same across all website citations, your profile, and company website. They will also ask you to verify your business. It is becoming increasingly common to verify your business by video.

The next step is to add a description about your business, the services you offer, etc. You should optimize your profile for the services you offer in the city you operate in, along with any unique selling points you may have. An example, “We provide professional masonry services in Phoenix, Scottsdale, Mesa, and Gilbert.  Our services include block walls, pavers, patios, and stone work. Our team focuses on high-quality craftsmanship with an attention to detail.”

Under the services section, you may include services such as block wall installation, paver patios, driveway installation, retaining wall installation and repair, etc. You should also add your business hours, photos/ images of your work, the company logo, a cover photo, and before-and-after photos, etc.

The largest ranking factor of local SEO is reviews. The more 5-star reviews you get, the better. This needs to be a priority.

On-Page Optimization

On-page optimization involves targeting a specific search query on the web page itself. In this case, you would target “masonry contractor phoenix” or “masonry company phoenix”. You would talk about your services, the things you do, such as block wall installation, paver patios, driveway installation, retaining wall installation and repairs, etc. You will also structure your web page with an H1, H2 tag, and a paragraph with the primary keyword. You will also add the keyword in your Title tag and meta description. Link this web page to your Google Profile.

Link Building

Two types of link-building methods are incredibly valuable to local businesses. These citations and guest post or link insertion outreach. Citations are directory listing websites that mention your business, the location, phone number, and even the company’s office hours. This is helpful for local ranking in Google Maps as it confirms your business’s details.

Backlink outreach is another method. This is more difficult to get right, but it can help increase your rankings significantly in the organic search results. The premise behind backlink outreach is that you reach out to a website owner and ask for a link. You might find you will need to create a post for the website or mention a post they have, and suggest they mention your website in the blog post.

Google Ads And Local Service Area Ads

Google Ads and Local Service Area Ads are the fastest ways to get traffic to your website and convert it into masonry leads. Google Ads can work extremely well if the ad campaign is correctly structured. Local service ads are often even better, as the ad itself builds trust with the searcher.

What Are Local Services Ads?

Local Service Area Ads are the ads you see at the very top of the Google results. They would say “Google guaranteed” listing. These ads follow a different model. They are pay-per-lead. Google prescreens these businesses to ensure they are licensed and insured to do the work.

The cost of each lead varies heavily. You can expect a lead to cost anywhere between $20-$80. A lead can either be a phone call or a message.

Pros Of LSAs

• Pay per lead
• High visibility in the search results
• There is a trust factor with “Google Guaranteed.”
• It is easier to set up

Cons Of LSAs

• You compete with other masonry companies
• Some leads are low quality
• You have less control over who you are targeting
• You rely heavily on reviews

What Are Google Ads?

Google Ads is the paid advertising platform where you bid on keywords to appear at the top of the search results. Google ads are the “sponsored” ads at the top of Google. There are many pros and cons of using Google Ads. Before we get into those, this is how they work. 

How it works:

You choose your keywords (such as masonry contractor phoenix), and you create a campaign based on that keyword. You will run that ad directly to a dedicated landing page. You create the ad, optimize it for conversions, and only pay when someone clicks on it.

Pros Of Google Ads

• People are specifically searching for these services
• You have full control over the campaign and conversions
• There is a better lead quality
• The ads are scalable

Cons Of Google Ads

• You can waste a lot of money if the campaign is mismanaged
• It requires landing pages to be set up with tracking in the header
• A click doesn’t mean a conversion – sales and traffic don’t mean masonry leads.

Always Ensure You Work On Your Google Ads Quality Score

The Google ads quality score is a rating that is associated with your ad campaign. The Google Ads Quality Score is a rating of 1-10 that measures the relevance and usefulness of your ad for a specific keyword. This rating plays a major role in determining both your ad position and how much you are going to pay per click. It is based on 3 factors, namely expected click-through rate, ad relevance, and the landing page experience. Get all 3 right, and you have a winning campaign. The higher the quality of the score, the more Google sees your ad as valuable, which leads to lower costs and better ad placement.

Overspending

Overspending on your Google ads budget, can waste a lot of money and overspend on your budget. If you don’t focus your efforts on your advertising budget and your conversion rate optimization, you may find you burn through your budget fast. A key factor is using a variety of negative keywords. These are keywords that are irrelevant to your campaign. Keywords may include free or cheap, etc.

Responding To Leads

One factor that is often overlooked is the need to respond to leads for clients. This may take the format of inbound phone calls or emails. We wrote a post on responding to leads recently. The premise is to also have someone answering calls or leads from prospective customers. An example of this might be a secretary and a sales team closing the deal. This can’t be understated.

Social Media Marketing

Social media marketing is a great way to market your business. This method is slower than PPC, but our clients find it faster than SEO. The idea is to promote your work using visual social media platforms that can drive traffic and engagement. Your focus should be on visual before-and-after images and videos that drive customers to your website. Using a hashtag strategy is also a great way to get “discovered”. Social media doesn’t take much effort, and it can pay off in a few weeks.

Why Social Proof Is A Great Way To Build Trust With Your Customers

Social proof, like Google reviews, is a great way to build trust with customers. It provides peace of mind for potential customers. This works similarly to whether you are bonded and insured.

You can link to your Google Reviews or Facebook Reviews from your website.

Conclusion

There are many ways to get local masonry leads for your business. These methods offer the highest ROI and have proven to be a great option for local businesses. Our favourites will always be local SEO and Google PPC ads for local businesses. Which is your favourite method for getting leads?

If you need advertising services or would like to learn about our Digital Marketing Services, contact us today. We are happy to help.