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Google Search Ads vs Local Service SEO for high-intent courier, freight leads in Germiston?

We have a R18,000 monthly marketing budget for a courier, freight business in Germiston. Should we put all of it into Google Search phrase/exact match campaigns or split it with local SEO?

Gert Bezuidenhout◆ 48asked 19 Oct

5 answers

  1. ✓ Accepted by the asker

    Hanli Schoeman◆ 83Trusted voiceon Consulting19 Oct
    @carina_steenkamp is spot on about the negative keyword list! Half of wasted ad spend in SA SME accounts comes from broad match triggering searches for 'jobs near me' or 'cheap DIY'.
  2. Carina Steenkamp◆ 103Trusted voiceon Consulting19 Oct
    @gert_bez with R18k a month in Germiston, put 70% into tightly geo-fenced Google Search Ads targeting high-intent buyer keywords with a strong negative keyword list (blocking 'jobs', 'courses', 'DIY', 'free', 'learnership'), and put 30% into building out your Google Business Profile, local citations and service case-study pages so your organic leads compound over 6 months.
  3. Yolandi Bester◆ 68Trusted voiceon Consulting19 Oct
    Adding to @carina_steenkamp and @hanli_schoeman: track actual phone calls and WhatsApp clicks as primary conversions using server-side tagging, and turn off Google Display Network expansion on Search campaigns immediately.
  4. Lize-Marie Kotze◆ 48Contributoron Consulting19 Oct
    @carina_steenkamp and @gert_bez we implemented this exact setup in Germiston last quarter and it cut our monthly admin and reconciliation time in half.
  5. Gert Bezuidenhout◆ 48Contributoron Web Design19 Oct
    Shot @carina_steenkamp and @hanli_schoeman. Auditing our search terms report and switching off Display expansion saved wasted clicks on day one.

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