Running Google Ads and Local Services Ads (LSA) for water damage and mold remediation is great,
unless your website and social presence fail to reinforce those signals.
Google rewards clarity and consistency. If your channels don’t align, your search visibility takes a hit.
Google responds to signals, and a lot of companies are sending it mixed here. Your Google Business Profile says one thing. You know, your ads are pointing somewhere else. Your SEO and your social presence don’t line up. Your website, God knows what that says. And that’s the disconnected signal problem you’re looking at on this slide here, if you can see it online, right?
You’ve got your hub, which being your website, and you’re speaking about, you know, kind of all-encompassing property damage restoration, mold, fire, water, recon, sewage cleanup, crime scene. If you do that, you’re running SEO, but, you know, the agency’s really only hitting five or six keywords, and you’re really, really pushing for water damage restoration, even though you say a lot more about mold on your site.
You’re running Google Ads, you’re running LSA for mold and for water. Your Google Business Profile has a few reviews on it. You’re not posting on it regularly to tell Google what you want. And then your social media, you know, you’re sharing—I’ve seen a lot of funny stuff working with other marketing agencies or running your social media, and they’re very vanilla. Like, I’ve seen a marketing agency running social media for restoration contractors posting things about National Waffle Day.
And I don’t know, I love waffles, you know, they’re good, but they don’t move the needle for you. And also with all of those things that I mentioned, you know, you’re just sending Google a lot of mixed signals. They need to know what you do, where you do it, and that you do it very often, right? So that’s the problem you’re looking at.
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Benjamin Ricciardi is the founder of Ironclad Restoration Marketing, A digital marketing agency that specializes in the Restoration and Cleaning industry based in South Florida. Benjamin is the author of The No Bulls**t Guide to Internet Marketing for Restoration Contractors and hosts The Restoration Rundown Podcast, a podcast that is focused on everything related to marketing and owning a Restoration and Cleaning Business. Connect with Benjamin and Ironclad Restoration Marketing on social media for the latest tips and tricks on how to grow your Restoration Business.