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Transcript

I Spent $1M on Ads. Here's What Won · Marketing For Tradies

• 0:00
  SPEAKER_00: Choosing the wrong platform is like trying to fish in the middle of the desert.
• 0:03
  SPEAKER_00: It doesn't matter how good your bait is.
• 0:05
  SPEAKER_00: Think about your best ever customer, the most profitable job you ever did.
• 0:09
  SPEAKER_00: Did they need your service urgently, or was it just a vague, nice-to-have idea?
• 0:14
  SPEAKER_00: Using the right tool for the right job is absolutely critical.
• 0:18
  SPEAKER_00: What percentage is going towards capturing high-intent leads on Google versus what's going towards creating awareness or prospecting for coldly baseball?
• 0:28
  SPEAKER_00: Welcome to Marketing for Trading, the podcast where we help trades and service-based businesses with straight-up marketing advice to get more leads and put more jobs.
• 0:36
  SPEAKER_00: I'm your host, Shannon, and my agency has helped over a hundred businesses go from inconsistent work and relying on word of mouth to getting a steady flow of jobs coming in every single week.
• 0:47
  SPEAKER_00: In this podcast, I'm walking you through simple, practical strategies that actually help you grow your business without get sports.
• 0:53
  SPEAKER_00: So let's get into it.
• 0:54
  SPEAKER_00: Should you be spending your marketing budget on Google ads or Facebook ads?
• 0:58
  SPEAKER_00: This is one of the most common questions I get.
• 1:01
  SPEAKER_00: So today we are settling the debate once and for all: Google ads versus Facebook ads, specifically for Australian trades and service-based business owners.
• 1:10
  SPEAKER_00: If you get this wrong, you will burn through your cash faster than you can imagine with nothing to show for it but a bunch of useless likes and leads that are never going to buy.
• 1:20
  SPEAKER_00: Your ability to generate profitable, high-quality leads depends entirely on you putting your message in the right place at the right time.
• 1:28
  SPEAKER_00: Choosing the wrong platform is like trying to fish in the middle of the desert.
• 1:31
  SPEAKER_00: It doesn't matter how good your bait is.
• 1:33
  SPEAKER_00: Now, most marketing gurus and agencies will tell you that you need to be everywhere.
• 1:37
  SPEAKER_00: They'll try to sell you on complex multi-channel funnels that have you running ads on five different platforms.
• 1:43
  SPEAKER_00: And for most businesses, this is terrible advice.
• 1:46
  SPEAKER_00: You need to be on one platform where your customers are actively looking to hire you right now.
• 1:51
  SPEAKER_00: Our team manages over$1 million in ad spend every year for businesses all over the country.
• 1:57
  SPEAKER_00: We have tested everything, and the data is not ambiguous.
• 2:01
  SPEAKER_00: There is a very, very clear winner for trades and service-based businesses.
• 2:05
  SPEAKER_00: So in this episode, I'm gonna break down the fundamental difference between these two platforms.
• 2:10
  SPEAKER_00: I'll explain why one is a tool for capturing demand and the other is for creating it.
• 2:15
  SPEAKER_00: And I'll show you which one actually makes your phone ring with real paying customers.
• 2:19
  SPEAKER_00: Let's start with the mindset of the user.
• 2:21
  SPEAKER_00: The most important thing to understand here is the mindset of the person using each platform.
• 2:26
  SPEAKER_00: This is what determines the quality and the intent of the lead you're going to get.
• 2:31
  SPEAKER_00: Google is a hunter's platform.
• 2:33
  SPEAKER_00: The user has a problem right now.
• 2:36
  SPEAKER_00: Their roof is leaking, their hot water is out, their fence is blown over.
• 2:39
  SPEAKER_00: They've gone to Google and they've typed in the service that they're looking for.
• 2:43
  SPEAKER_00: They are actively hunting for a solution to their pain.
• 2:47
  SPEAKER_00: This is what we call high intent, bottom of the funnel leads.
• 2:50
  SPEAKER_00: They are ready to buy.
• 2:51
  SPEAKER_00: Facebook and Instagram, on the other hand, is a farmer's platform.
• 2:55
  SPEAKER_00: The user is relaxed.
• 2:56
  SPEAKER_00: They're scrolling through photos of their friends' holidays, watching funny videos, looking at what their family is up to.
• 3:02
  SPEAKER_00: You're out as an interruption.
• 3:03
  SPEAKER_00: You're trying to plant a seed in their mind to create demand where it didn't exist a second ago.
• 3:09
  SPEAKER_00: Nobody, I promise you, is scrolling through Instagram and suddenly thinks, you know what?
• 3:13
  SPEAKER_00: I should really get that retaining wool I've been putting off for three years.
• 3:16
  SPEAKER_00: It just doesn't happen.
• 3:18
  SPEAKER_00: But they will 100% go to Google the moment that old wool starts to collapse into their neighbor's yard.
• 3:24
  SPEAKER_00: So your first action step of this episode is to think about your best ever customer, the most profitable job you ever did.
• 3:30
  SPEAKER_00: Did they need your service urgently, or was it just a vague nice to have idea?
• 3:35
  SPEAKER_00: Your answer to that question tells you which platform people just like them are searching right now.
• 3:40
  SPEAKER_00: Now, this doesn't mean that Facebook and Instagram and social media in general is useless.
• 3:45
  SPEAKER_00: It's just that it has a very different job to do in your marketing system.
• 3:49
  SPEAKER_00: Using the right tool for the right job is absolutely critical.
• 3:53
  SPEAKER_00: For a trade, Google's job is lead generation, full stop.
• 3:57
  SPEAKER_00: It's for getting the phone to ring with people who have a problem and are ready to pay someone to fix it.
• 4:02
  SPEAKER_00: This is where the vast majority of your budget, your time, and your focus should be.
• 4:06
  SPEAKER_00: This is the first step of the trade's marketing system for a reason.
• 4:10
  SPEAKER_00: It's the most direct path to a paying customer.
• 4:12
  SPEAKER_00: Facebook's job, on the other hand, is completely different.
• 4:15
  SPEAKER_00: For a trades business, its primary role is retargeting and building brand.
• 4:20
  SPEAKER_00: Retargeting simply means showing your ads to people who have already visited your website or landing page, most likely from a Google search.
• 4:28
  SPEAKER_00: It's a follow-up tool, it's a way to stay top of mind because they've already shown interest.
• 4:32
  SPEAKER_00: For example, how this works in real life practice.
• 4:35
  SPEAKER_00: A roofer runs a Google ad for a search term, Roof Replacement Sydney.
• 4:40
  SPEAKER_00: Homeowner clicks that ad, they visit the roofers landing page, but for whatever reason, they don't convert right away.
• 4:47
  SPEAKER_00: Maybe their kid interrupts them or they get a phone call, but later that day they're scrolling on Facebook or Instagram and they see a video ad or a graphic ad from that same roofer.
• 4:57
  SPEAKER_00: The video or graphic is a testimonial from another happy client who had their roof replaced last week.
• 5:04
  SPEAKER_00: That is the correct way to use both platforms together.
• 5:07
  SPEAKER_00: Google captures the initial intent.
• 5:09
  SPEAKER_00: Facebook then follows up to build trust and close the deal.
• 5:12
  SPEAKER_00: So your next action step is to go and look at your current marketing spend.
• 5:16
  SPEAKER_00: If you have any.
• 5:17
  SPEAKER_00: And if you don't have any, then starting paid ads is probably something you need to be considering right now.
• 5:22
  SPEAKER_00: What percentage is going towards capturing high intent leads on Google versus what's going towards creating awareness or prospecting for cold leads on Facebook?
• 5:32
  SPEAKER_00: If that budget isn't heavily geared towards Google, I can almost guarantee that it's upside down.
• 5:38
  SPEAKER_00: And you're not going to be getting as many high-quality leads as you can get right now.
• 5:42
  SPEAKER_00: So to wrap it all up, you need to fish where the fish are biting.
• 5:46
  SPEAKER_00: So for urgent needs-based local services, which is what every trades business provides, your customers are on Google when they need you.
• 5:54
  SPEAKER_00: That is where you must be.
• 5:55
  SPEAKER_00: So your challenge for this week is really, really simple.
• 5:58
  SPEAKER_00: If you're currently running ads on Facebook trying to find brand new customers, I want you to pause that campaign and just for one week, I want you to take that budget and put it into a tightly focused Google search campaign that targets your highest value service in your primary service area.
• 6:13
  SPEAKER_00: And then measure the difference in the quality of leads that you get.
• 6:18
  SPEAKER_00: The results will speak for themselves.
• 6:20
  SPEAKER_00: Thank you for tuning in to the Marketing for Traities podcast.
• 6:23
  SPEAKER_00: If you got something out of this episode, don't forget to like, follow, and subscribe, or leave us a review on whatever platform you're listening on.
• 6:30
  SPEAKER_00: And if you're a service based business owner who'd rather have someone handle your marketing for you, book a call with my team using the link below and let's see how we can help.