In the fast-paced world of digital marketing, making strategic decisions about your online presence is crucial for business growth. Many business owners, especially those in service industries, face the quandary of whether to separate their Google Ads account from their Google Business Profile. This decision can have a significant impact on how a business is perceived online. In a recent coaching session, a new client of mine brought up this very issue, highlighting both the challenges and opportunities that come with managing multiple marketing channels. In this blog post, we will explore the considerations and strategies behind this question, offering insights on how you can optimize your online marketing efforts for maximum exposure and growth.
Understanding the Concern
The client in question runs a carpet and upholstery cleaning business and has long relied on a lead provider for new business. While this has sufficed for some time, it raises concerns about brand perception and control. The apprehension lies in the potential negative impact on the Google Business Profile due to any low-quality or aggressive practices by the lead provider. An association of poor quality could result in negative reviews, damaging the business’s reputation online.
The Reality of Online Business Growth
When stepping into the realm of Google Ads, business owners must brace themselves for a variety of challenges. One common scenario involves competitors clicking on ads, spending your ad budget without any genuine interest. Additionally, an increase in exposure can lead to some negative reviews despite overall positive customer experiences. This reality is something growing businesses must embrace as part of the cost of scaling.
The Mindset for Scaling
Understanding that some negative reviews are inevitable, the focus should be on maintaining a strong majority of positive ratings. If most of your reviews are overwhelmingly positive, your average rating will likely remain above 4 stars, which is commendable and conducive to strong online visibility. Scaling a business often requires a mindset shift—being open to bearing the cost of growth and taking calculated risks for greater rewards.
Strategic Approaches to Managing Leads
The transition from relying solely on lead providers to managing a more diversified inbound strategy like SEO and Google Ads can empower business owners. Learning to effectively use these tools allows for better control over customer quality and engagement. By establishing filters and criteria for leads, businesses can manage who they choose to serve, optimizing their resources for the best possible outcomes. This flexibility is essential for long-term growth and sustainability.
Conclusion: Making the Right Decision for Your Business
The decision of whether to split your Google Ads account from your Google Business Profile is ultimately a strategic one that depends on your business goals and resources. While it may seem like a daunting prospect, embracing the growth mindset and adapting to new marketing channels can be incredibly rewarding. By equipping yourself with the right tools and strategies, you can enhance your online presence, attract quality customers, and navigate the challenges that inevitably come with scaling a business.
