The Home Service Expert Podcast - Becoming #1 In Your Local Market With Google Local Services

Episode Date: April 24, 2018

SearchKings was established in 2009, and has since built an impressive customer base of over 1200 business owners across North America. They were one of the only five Google Premier Partners that was selected for the Google Guarantee program. In this episode, we talked about search engine marketing, paid ads, customer service...

This is the Home Service Expert podcast with Tommy Mello. Let's talk about bringing in some more money for your home service business. Welcome to the Home Service Expert, where each week, Tommy chats with world-class entrepreneurs and experts in various fields, like marketing, sales, hiring, and leadership, to find out what's really behind their success in business. Now, your host, the home service millionaire, Tommy Mello. Hey there, home service experts. Tommy Mello here with you, and I've got two amazing guests,

Daryl and Lorne. These guys are from Search Kings Digital Advertising Agency. They're Google's premier business partner, which they're going to tell you what that means and how they can save you some money. And they specialize in search engine marketing. So real quick, Daryl, can you tell us a little bit about your agency and exactly what you guys offer and specialize in? Yeah, for sure. So thanks so much for having us, by the way, really appreciate it. Basically, Search Kings, we specialize in search engine marketing for the home service category. I would say we work with about 1,200 small and medium-sized businesses across North America. And within that client base, we really focus on that core home group, plumbing, HVAC, electrical, locksmith, garage, sort of anywhere where consumers go

to Google to seek, you know, a service that they need done. We're experts in managing all things Google, whether it's search, display, video, or the new program that Google has coming out, which is local service ads. That's really what Search Kings does, and that's what we do best. Perfect. So some of the people listening, I'm on all the forums of all the home services. They're going through this process. But tell me a little bit about the Google Guarantee and what that actually means to a small business that might not even know what that is yet. Absolutely. So what Google has created here is a program where they want to show customers the companies that they're backing, the companies that Google says these are the most trusted companies in your community.

And they're granting these companies a badge of trust called the Google Guarantee Badge. And so a company has to go earn that Google Guarantee badge through a verification process. And then when they're advertising at the top of Google, Google's standing behind that company. And in the event a customer, when they find them, they're able to know that that's a guaranteed company. And if there is an actual incident where a company and a customer can't agree,'s a dispute then Google's actually able to mediate that problem and ensure the job potentially for up to $2,000 for a customer yeah this is just to jump in there I think what people need to understand is Google is actually recognizing that you that not all of the companies who advertise

with AdWords on their platforms are always the companies who they say they are. If you think about what it takes today to set up an AdWords campaign, basically you need a website and a credit card and you can create some ads, choose some keywords and you can say that you're the best plumber or best HVAC contractor in the city. And Google recognizes that, you know what, that might not actually be true. And we need to have almost like, you can call it an advanced verification platform where they want to really separate what I like to say is the pros from the Joes. And to attest to what Lauren is saying, where they're really doing it is they're putting their money where their mouth is because they're basically saying that if you hire somebody

through our google guarantee program and you are unhappy with the work that they have done then you actually have an avenue as a consumer to go back to google and say hey listen google you guaranteed this this uh this contractor you guaranteed this company and they didn't do as good a job as I had hoped. What are you going to do about it? And as Lauren was saying, they're actually going to almost insure you as a consumer for up to $2,000 with respect to that job and then any sort of jobs in the future. So, you know, very interesting and very different way where Google is recognizing that there are some issues and this is really their method to clean that up. Yeah, it's very interesting that I get, I've got a lot of people

that I work with in the home service niche that say it's been a real battle to go through the whole process, which is the background checks, which is through Pinkerton. And then they got to do an advanced verification. And then they look at things like you're building your insignia. They make you look at your license plate on your vehicle. They make you look at your utility bill sometimes, business card. They make you start the vehicle, the registration. And then the background checks, I've heard it taking up to six months. Tell me a little bit about, as detailed as you can get, the process of which some of our guests here can expect to go through

and when they need to get started on it? Okay, absolutely. So the first thing is you want to make sure that you understand the process and that you're organized going into the process. And step one is that Google is going to want to validate your business license and your insurance. And once Google verifies those two documents, then you can begin the background check process with Pinkerton. Now, the thing is here is that Google is not going to interfere or coordinate the Pinkerton process. That's up to the contractor to do. We're working with contractors directly with Pinkerton to make sure that that process is run smoothly.

However, if a contractor is going to try to navigate the Pinkerton background check process, each field technician that goes out on a job needs to submit a background check. The company has to submit, the business owner has to submit a background check on behalf of the company and the business entity, and then also on the business owner themselves. Once Pinkerton receives all the field technicians and the owner's background checks, then they begin the approval process. So those delays that you talk about, we have contractors call us all the time saying, I'm trying to get approved. It's been three months. I haven't heard a word. What's the process? And what has to happen there is there has to be some communication, which we enable between Google

and Pinkerton to find out what's the actual problem with the application package? And then the turnaround time is not anywhere near six months. We are seeing it being done in less than a month, three weeks, as long as the company is organized around which field technicians are going to be submitting background checks and getting them all done within a few days of each other. I mean, as you could imagine, one of the value adds that Search Kings has is our relationship with Google. And if you are the contractor who's trying to navigate this system by herself, I mean, I've heard horror stories where the phone number that the contractor has been given as a follow-up phone number, when they call that number, it goes into a deadline. So Google is actually giving out information that's not 100% accurate. Because of the size of search teams and the relationship we

have, we have our own dedicated team that's there to assist us as we onboard contractors. So we know how difficult it can be working with a massive company like Google. And for anyone who's tried themselves, they know that sometimes you just get stuck in this sort of vicious circle of going nowhere, going nowhere, going nowhere. Yeah, it's interesting because this rolled out originally around the San Francisco area. Then they went into the East Coast, and it was – Google tries a lot of things, and I wasn't sure.

This was probably a year and a half ago I saw this pop up, and I said, I wonder if this is going to make money. But then HomeAdvisor recently bought Angie's List, and they brag about their background checks. And there was a lot of spamming of Google. So how much do you think that things like HomeAdvisor and Angie's List and these background checks influence Google to go to the next step up? So what we see here is that Angie's List and Home Advisors are directories that have been ultimately taking customers off of Google's platform. And then Angie's List and Home Advisors are charging leads to multiple contractors at the same time. So Google has realized first and foremost, they will become the one-stop directory where customers know they can go to Google because of the Google guarantee, but most importantly, because they're top of page.

Google is going to control where the ads are showing up and putting them at the top of the page. And then making the program a pay-per-lead program direct to each contractor is a huge game changer in that that phone call rings at the business owner's line and now the business owner has an opportunity to turn that customer into a client without having to outbid anyone else or provide an estimate that they're not comfortable with providing. I mean if I if I manage this or home advisor, I'd be shaking in my boots. I mean, the fact of the matter is Google has come out with the rate card in which they charge the leads. Obviously it's different by city and, and the rates are different by the actual vertical, but you know,

we've seen prices of, you know, HVAC leads in New York city, $25. Right. Right, right. This is Google being Google. That's going to last. They can come in and undercut everyone. Yep, that's what I was going to say. They're going to go in. I mean, it's the lowest acquisition cost I have in my business right now.

So they're going to take a loss up front to make the platform better, and I understand that. And I don't think they've got everything quite figured out with Pinkerton because, you know, I've also heard of guys that have, they've got an issue for something that happened 10 years ago that they got resolved, and it's so important to disclose that in the background test. And usually what they'll do is they get, that's when you really start getting things paused,

and it takes a very long time to get through the process but you also do not want to not tell google that because if you get booted off they could ban your company so what's your advice at that and i mean look obviously you don't want to hire people with felony and all kinds of stuff but there's also somebody did something 10 years ago, like a minor theft or something small when they were 19, what is, you know, how do you get around that? So the direction that we have

in conversations with clients and working with Google and Pinkerton is that if the crime or the felony or the conviction is related to a home offense, to a burglary, to a theft, to something that happened in a home, then that's obviously going to cause a red flag between Pinkerton and Google because it compromises the Google Guarantee badge. If it's an unrelated

offense that may have happened 10, 15 years ago that really has nothing to do with property or any sort of violent offense in a home, then you're likely through declaring it going to still pass. However, it's important to note that the company as a whole receives a pass fail. So if you have five technicians and one of them does fail the background check process, the whole company fails the background check process. Right. Okay, so. What we recommend is if you know as the business owner that there might be somebody on staff that would have an issue, it might be best to leave them off of this program and not send them out for a guaranteed job, right? Right, that makes sense. I mean, we can advise. One of the things that we will do is we will sort of take over that role in speaking with the business owner and advise them on what we feel would be the most fluid path to success. I think what people have to know, and Lauren was very specific in stating it,

that if one fails, you all fail, and there's no going back afterwards. So let us help you to figure out what path we should take. And like Lauren has stated, we haven't had many issues, you know, with the hundreds of different clients that we've onboarded already. Right. I think what it's going to do is it's going to elevate the home service industry. And what I always do, I do drug tests and background checks on all my employees. And, you know, I I've been looking for a faster one because I used to have one that could take up to two weeks. And when you're doing hiring, trust me,

if people are waiting around for two weeks, you're getting offered another job. I found several of them, but the one that I'm finding out and you guys can tell me you're not in this particular business of just doing background checks. So I don't think this is any competition. But the one I signed up to recently did a couple of tests is called CenturyLink with an S. And it's 20 bucks. It gets back to you within five minutes.

And it's just a quick scan of your employees if you got 10 of them. If you have not done a background check when you hired them. Because I know how many of your companies that you've worked with have done a background check? I mean, the companies that have been around for a long time, not to say that there might be a ton of them, but not every company does a background check when they hire employees. You know?

Yeah, I mean, if you look at certain verticals like HVAC, they tend to have the background checks done because a lot of them are in partner programs with the Home Depots of the world or the Lowe's or other sort of larger players. But I agree with you. There are still probably the majority have not done them. So, you know, if you've got a solution where you could almost pre-screen your own workforce

before submitting, that's not a bad idea at all. One thing I could tell you is that if we hear of good experiences that clients or businesses have with other background check companies, we are able to offer that information to Google. Doesn't mean they're going to, you know, down the line, use that company, but they have said, hey, you know, if there are other companies you know of, share them with us. So. Perfect. So, you know, I think the big question on people's mind is, I think we didn't know how fast Google was going to roll this out. It was very slow. And then they're

starting to get some momentum. It's still not in a lot of cities. Is there a spot that you said they've already listed the pricing? Is there an area that our listeners can go to to kind of figure out when it's coming to them and if it's already there? So the way Google is rolling it out, and as you mentioned, 30 cities came on in the fall of 2017. And working directly with Google, what we know is that over the next few months, basically from April until September, we're going to see a total move from 30 cities to 100 cities for the five main verticals of HVAC, plumbing, electrical, locksmith, and garage door. They're also going to be experimenting with some other verticals in test cities. So we may be seeing roofing or water restoration or glass repair, start off in two, three, four cities and then begin to expand. They're also coming to Canada, Toronto and Vancouver are expected to

launch this summer in plumbing, HVAC and lock. Awesome. Well, this is great information. I think listeners are getting a lot from this. You know, all of us have heard of pay-per-click. It's the top three or four on Google. And then you've got your local search. Can you explain to me how the local search, they pulled in all the reviews from your local and thrown them into the guarantee, which they didn't start out like that. Can you kind of go through that process of why reputation is so important in this Google guarantee program? Yeah, let me quickly explain.

That's a very good question. So if you think about the way that it works right now, so you've got people who are listening to this call, they've heard the word from Search Kings. They could very easily, after listening to this podcast, they could go to their computer, go to Search Kings, find us on GMB, and they could give us a review, either positive or negative, irrespective of if

we have ever even worked with them. That's the way the system works now. Anybody can review anybody, and the verification of those reviews is very difficult. Google recognizes this. They know that there's a flaw in that review system. They know that other businesses hire companies to go out and secure reviews. They know that there's companies out there that will scrub reviews. This is not a secret. What's interesting with the Google local services platform is that because the phone calls that are generated through Google guaranteed ads are recorded by Google, they now know with a hundred percent certainty, you know certainty who has contacted Joe's HVAC or Joe's Plumbing. What we have seen them do is there's actually almost like a new tier of review that is being

included inside the Google Guaranteed platform, which is called a verified review. So if anybody has gone online and done any searches in one of the 30 cities that this is available in, so if you went to HVAC repair New York City, for example, you would see that they have the Google Guaranteed Ads running. And if you click on one of the top three advertisers out there, as you scroll down and look at their profile, you will see Google verified job, Google verified job. It'll actually even name the type of job. So whether it was a heating repair, whether it was an air conditioning installation, Google is showing us as consumers, okay, they have this many reviews and these reviews have been

verified. We have even heard from Google that they've gone so far as to phone these people. So they're essentially phoning homeowners and asking, did you have work done from Joe's HVAC in the last six months? And did you post a review for them for the work that they did? Which, again, is almost mind-blowing to think of what Google is doing, but in order to make sure that this program works and that it gains the trust of us as the consumer, they're willing to go all the way to the point of actually calling and getting these reviews verified. And what we have seen is that the companies who are signed up, who are guaranteed, and who are actively seeking those reviews and getting those verified reviews, they're the ones that are rising to the top and essentially are the ones that are going to be most successful on this platform.

That is amazing advice. So if I'm a business owner, fairly small, I've got good employees, I've got a business license and I've got insurance, but I'm still operating out of my home and I don't have a wrapped vehicle. How does that apply to this program? So what we want to make sure happens there is that you're very upfront and honest. The advanced verification process is very specifically for the garage door industry and the locksmith. There isn't an advanced verification process in place for those other industries. So just speaking for garage door and locksmith, there will be an

interview typically done through your phone by camera, and you will show them your business, you'll show them your business cards, you will take them on a walk to your vehicle, show them your equipment. And we aren't seeing companies get stuck on that process as long as their documents are in place. You know, this is a matter of making sure that what Google is trying to do is make sure we're separating pros out there from the Joes and making sure that a company can't pretend to be legitimate. Sure. I mean, listen, it's a little bit of a catch-22.

Everybody starts a new business, and when they're starting, you have to bootstrap, and you might have an office from home. Like you said, you might be working out of the garage. At its core, this program is designed to showcase the best of the best. So you might run into some trouble if you don't have a wrapped vehicle that clearly has your logo and sort of your phone number on there. But that being said, if you're, like Lauren pointed out, if you are upfront and honest in the whole process with Google,

then we have seen companies go through that we might have thought wouldn't have made it. But because this is still in beta, and like we both know, Google needs to get, you know, the scale to get the mass adoption, that it doesn't mean that you won't make it through. But we have encountered a number of different people who have not been totally honest with Google with this process. And I would just say that once you are sort of blacklisted, there's nothing that search teams can do. And there's really nothing that anybody can do. So be honest and be upfront with the information. And, you know, hopefully you'll pass through that advanced verification process.

Yeah, this is interesting stuff. I think anybody who knows anything about search engine optimization and Google knows that all this stuff was born from locksmiths. At one point, there was, I think, like 1,000 locksmiths within one point uh there was i think like a thousand locksmiths within one square mile of manhattan and it started in locksmiths and then it's happened to garage doors and you just don't see the spam in hvac plumbing and electrical but they're definitely trying to make sure that you're giving the best so you mentioned earlier one of you mentioned that you got to solicit reviews. Now, Yelp will ban you if you ask anybody for a review. All you can say is check me out on Yelp if you get an opportunity.

You can't say leave me a review. You can't give any discounts for a review. You can't incentivize that. Tell me a little bit about what you guys know about Google's stance on soliciting reviews. So Google is encouraging the contractors to get reviews because it makes it more legitimate and it informs the rest of the public about which companies are doing a good job. So we provide specifically to our customers a Google verified review link that Google provides to us for all of our clients. And that link is what we're encouraging our clients to use whenever they have a happy customer.

Anytime they're out in the field, we're encouraging them to use this review link on their phones, pass it along to the customer. And we're looking at our clients and telling them that they should be generating three, four, five reviews a week if they want to dominate in this new ad platform. I love that. I love that process. So Yelp is an extreme. Google is not quite there yet, but they are able to verify it's a real person because it's coming through their platform. So correct. It's a beautiful, that's, that's the key to this whole operation. Yeah. I love it.

What's really interesting. Let's just say I did call you and let's say that you didn't answer and I didn't leave a voicemail, but you saw my number on the caller ID and you decided as a, you know, astute business owner, I'm going to call this person back. If you call me back and you get me on the phone and you know, Hey, did you call my company? I said, yeah, you know, astute business owner, I'm going to call this person back. If you call me back and you get me on the phone and, you know, hey, did you call my company? I said, yeah, you

know what I did? I couldn't leave a message. I was busy. Google can actually record that conversation too. So they've got the calls track both coming in and out if necessary, which then allows them to own this whole program in terms of verification. Yeah. What does this mean for, you know, I think Google, I think they're a monster, the wealthiest company on the planet. What does this mean to somebody like Bing and Angie's List, like we talked about? I mean, is this really going to just bury them or is there a spot for a second and third? You know, I would honestly, speaking from somebody who's made their entire, really, the last 10 years and built a business off of AdWords and the home service space, you know, even for us, this is such a disruption to our normal business practice where we're running pay-per-click advertising

and we build elaborate landing pages, you know, for all of our clients to make sure that they have the highest conversion rates. I mean, all that stuff is essentially being thrown out the window by Google. You don't even need a website anymore to be a part of this program. You know, and if you think about if we move even further into the future with voice activated search and the smart assistants, you know, what's going to happen when somebody is sitting in their living room and basically says, hey, Google, or hey, Alexa, you know, I need a recommendation for somebody to come out and fix my garage door. We won't read reviews.

We won't look at websites. All that information is going to be determined by the machine. And what we're seeing is that if you don't get into this space now and sort of get all of your information lined up, get all your ducks in a row and show Google, hey, I want to be a part. You know, I'm prepared to give you the information you require to verify me. If you don't do that now, you're going to be gone forever. Right. That's how sort of fundamentally different this is. And the Angie list and the home advisors and Microsoft.

I mean, I would not be I would not want to be going up against them. Sorry, going up against Google. That's kind of scary to me because if I'm a young guy and I want to start a business, Google's just going to pick the winners and losers and say you don't have a chance to compete with those guys? I mean, is that really what their goal is? Because doesn't that create unfair marketplace in economics that's not really how an economy should run? Yeah, I see this program as really an opportunity

for any contractor to show up at the top of Google now without the disadvantage of potentially being outbid. In this space, anyone can show up at the top of Google now without the disadvantage of potentially being outbid. In this space, anyone can show up at the top if they're doing a good job because the reviews that a company earns are what determines their position. So whether you want to spend $10,000 a month or $3,000 a month or $500 a month, if you're getting good reviews and you're a Google-guaranteed company, then Google's going to show you, as opposed to a traditional marketing where often big budget wins. Yeah, I mean, I can't tell you the number of clients I have that they say, listen, hey,

Search Kings, if you can consistently deliver leads at $50 a lead, I will buy 1,000 of those leads a month. And then we do that. But then they always say, well, it's not good enough. We need more or it's not working the right way. Yeah, the problem is their business is fundamentally flawed. They don't actually do good work. So they're burning through leads or they're burning through clients. And then you look at the flip side and you see a company that's a well-oiled machine that understands how valuable these

leads are and knows how to treat a customer. I mean, at the end of the day, customer service in my opinion is what trumps all of this. And, you know, I think that the days of, like Lauren said, big companies, big budgets kind of coming in and owning the search marketing space,

well, Google wants to shift that, right? It's also based on location. You know, you have to choose the zip codes that you want to advertise in, and your proximity to where that homeowner or that consumer is with respect to their search plays very heavily into which guaranteed business owner will show as an advertiser in that moment. And at the end of the day, I think you said it yourself. I think somebody on the phone said it, but you actually end up paying less for leads right now or less for your marketing dollars than you might have done in the past.

So think about what Google is doing there. They're actually cannibalizing their own revenue stream, but they recognize that this has to be done to make sure that the people who use the search engine are the ones who are happy and satisfied with the results. Yeah, I'm in the industry, the garage door industry, that the spam is just overloaded and it makes sense. And, you know, as many T's as you got to cross and I's you got to dot to get through this program, it's really going to help out good companies.

And it's going to, customer service is important. Call booking rates are important. Answering your phone and understanding that it's going to cost real money. It's not going to change overnight. But as the millennials start buying more and more homes, they're going to go through Alexa. They're going to go talk to Google. They're going to go through Alexa. They're going to go talk to Google. They're going to talk to their phones. And they're going to say, Siri, find me the best garage door company to come out here in the next hour.

And it's going to be able to do that. And it's not – people say I've heard about this stuff for years. It's happening faster and faster and faster. But – Yeah, it's a brave new world out there, but I really think that your listeners in particular have such a first mover advantage right now. I mean the fact that they're going from 30 cities today to essentially 100 cities in the next, say, four to six months, that gives everybody a chance to be first. What we always say here at Search Kings is that this isn't a race to the finish line. This is actually a race to the starting line.

And companies who get on first tend to have the most success based on what we've seen in the last 18 months. Well, explain to me your relationship with Google and why our guests should call you. Sure. So basically, like I mentioned earlier, Google has chosen five premier partners across North America to work with during this onboarding process. Search News obviously is one of those five. What I can tell you is there's no cost. So we don't charge anything to help you through this program. There's no cost from Google so so you don't have to pay for these background checks or anything like that. And one thing that I can tell you that we can offer,

I'm not going to say I can offer it forever, so we'll put a little star, a little asterisk with it and say a limited time offer. But right now, if you come through Search Kings for your onboarding, then we can offer you a 15% discount to the cost of the leads in your marketplace. So essentially, we're giving you a deal. You know, if leads are $30, then they are essentially going to be $25.50 if you come through Search Kings. Yeah, that's incredible.

I want to explain something to the listeners out there. You know, Google picks partners based on, just like I like checklists, they like to get the data in one set form and make sure there's no speed bumps. And when it comes to a trusted source, like their partners, like Search Kings, obviously it really makes their life easier. So to know that they picked five and you guys are one of them is a huge, huge compliment to you guys. And I'm really, really glad you took the time to do this. One of the things I always ask, and this is kind of off topic on search engine, off Google,

but if someone wants to learn a little bit more about what's happening over the next five years and how the market is shifting, and maybe just a book you guys really like on business or you recommend to home service companies or how to get better customer service or book more calls or solicit more reviews. Do you have any books out there that you recommend by any chance? I'm a big fan of good to great.

I think good to great is the kind of thinking that we have at Search Kings where we want to make sure that our customer, that our clients are moving from being a good company, where maybe their cost per lead wasn't the best in the business, or their reputation was only okay, to become the best in their industry. The same way as we consider Search Kings the very best in our industry of Google marketing that's our goal for our customers as well so the way we make sure our customers dominate in their communities is giving them the very best lead price so that their phone rings at the cheapest possible price and

they turn those customers into lifelong partners rather than turning over clients over and over and over again. Okay. Well, I just want to make a prediction here. A lot of companies, I'd say the majority of mom and pop companies, they think you got to go in to be the cheapest, but then again, they're working out of their home. They don't have a wrap truck. They don't have the proper licensing. They hire people off the street without doing background checks. And what you're going to find is the people that really know the true cost of doing business, not the price gougers, but the guys that understand the training, train, train, train, customer service, wearing footies when you walk in the home, professionalism, customer experience, follow-up, service agreements, all this stuff is what makes an amazing company. And it costs money to do that. So a lot of the people listening are probably like,

wow, this is crap. I'm going to have to start wearing a uniform. I'm going to have to start getting wrapped vehicles. I'm going to have to start making sure I got every license in the book. Let me just tell you, if your state doesn't require a license like Texas and Michigan for garage doors,

Google does. And so does HomeAdvisor. So everybody out there that doesn't have a contractor's license is going to need one. And that's, I think it's going to really change the whole outlook on what we should be charging as a home service company, because cheapest does not always win. The customer experience is what wins. So I didn't mean to cut you off, though. No, no, no. That's a perfect point. I think it was a much stronger message than I was going to make.

So what was the other book? Actually, I have two. I mean, one would be Outliers by Malcolm Gladwell. Oh, yeah. It's just a very good book. I'm sure a lot of your listening base might have read it. There's another good book. If you want to get sort of an understanding of what it's like inside Google. There's another good book. If you want to get a sort of an understanding of what it's like inside Google,

it's an older book, but it's called I'm Feeling Lucky, The Confessions of Google Employee No. 59. It'll give you some insight into how Google, Google really is a technology company, first and foremost. They're not a customer service company. They're a tech company. They're a tech company.

They're an engineering company. And they build a lot of software that obviously is used by billions of people around the world. But they're not the best company to go to when you have a problem. They're not the best company to call in when you have an issue. And Google recognizes that. And that's what Premier Partners are for. So, you know, it's a good book that sort of shows you how they treat the marketing and the customer service people at Google versus how they treat the engineering and the tech people. Yeah, I could give you guys a long, long, long story and story after story after story of click fraud, not being able to get a hold of Google. They're actually getting way better at click fraud, not being able to get a hold of Google. They're actually getting way better at click fraud right now. But I have people on this call probably that have had this happen. The competition will sit there. They'll use a rotating IP. They'll tell all their staff to

click on you. What they don't understand is not what Google was trying to do, even though they got very rich having that. But they're all about how to give the customer service a better user interface to make them want to use their search engine because they make money off all this ads and i heard the statistics and you guys the statistic and you guys could correct me if i'm wrong i'm just getting over a cold so i apologize but they want to own 90 percent of all the searches they want to make money on. And before it was something around 30 something percent. So is that,

does that sound accurate? I honestly, I've never heard that stat before, but you know, if I was Google, they probably didn't want to make a hundred percent of everything that happened. Well,

you got to have some organic. I mean, there's gotta be, do you think this is going to get rid of organic search completely? I don't think so, but I would say this. If you ask, you know, this is Daryl Margo from Searching His Opinion, just mine by itself. This is phase one.

This is just Google getting started. I think what happens in the future and what we're used to seeing on that homepage of Google search results is going to be very, very different 24, 36 months from now. Very interesting. Well, is there anything else you guys want to close out with? Because today I learned a ton. I think the listeners learned a ton. And I just I'll probably get you guys back on here to talk about new updates every six months.

But I really appreciate the opportunity. And I'd like to leave you guys with the final thoughts. Great. Any of your contractors that are out there that have heard about Google Local Services and want to talk about it or learn more, we can help all of you guys through the process and make sure that there's no delays. And as Daryl said, this is a race to the starting line. So with 100 cities being rolled out over the next four months,

we're able to get you guys on top of Google as early as possible and dominating as quickly as we can. So reach out to us at searchkings.com. Give us a call. It's 1-888-335-4647. Convention 232 is my direct line. Feel free to reach out. We can talk about Google Local Services anytime you like. Okay. Well, listen, guys. Thanks again.

I really appreciate it. And I think you're definitely going to get a ton of business out of this. So thank you. Thanks for the opportunity. Yeah. Thank you, Tommy. It was very nice to be on the line with you. All right.

Home service experts, we'll see you on the next podcast. Thank you. Hey, guys. I just wanted to say thank you for listening to the podcast. And I wanted to talk real quick about the new book I have coming out in November. It's called The Home Service Millionaire. And I discuss everything it takes to hire the right people, train your salespeople, how to get tax breaks. It talks about how to sell your company for the most amount of money.

We've got a lot of great contributorships coming on. Everybody from Paul Akers about how to go lean to how you do sales from enterprise, how to get the best write-offs in the industry and save a ton on taxes and actually make your company look more professional. I got the CEO of Service Titan. I got the CEO of Valpak.

We've got great people on here that know everything there is to know about marketing and Google and there's basically no secrets we left out of this book literally there's people that have read it so far say I cannot believe you're giving all this information away and the reason I did that is I just feel like you guys could just take each one of these gold nuggets and run with them I mean the ultimate goal of the book is to make sure that everybody is successful and makes money. If I could contribute to your lives,

then that would be amazing. And I feel like it's the least I could do. And I really appreciate you listening to the podcast. I hope you enjoy the book. Go to Homeservice Millionaire. That's homeservicemillionaire.com and pre-order your book today. Thank you.