Google My Business (GMB) is an often-overlooked source of high-quality leads for franchises or other regionalised service strategies. Customers will run a Google search for keywords related to your service and location, after which they’ll be presented with your local service’s GMB profile.
However, Red Driving School were struggling to prove it’s value as they were unable to measure the performance of their GMB without a separate, dedicated telephone number and a call tracking and analytics solution.
Tracking phone conversions
Customer journey tracking is made all the more complicated as soon as the customer moves their journey off the website to transact over the phone, but it’s potentially the most pivotal stage in the customer’s journey, converting from prospect to customer, or prospect to lost opportunity.
Red Driving School used Customer360 to optimise their GMB through the combination of dedicated phone numbers and our call tracking and analysis. The dedicated phone number allowed them to separate customers phoning from the GMB profile versus customers phoning from other sales lead channels.
Attribution
By successfully attributing a high volume of good-quality leads to their Google My Business profile, our data enabled them to confirm it was a valuable source of revenue. This gave them the confidence to increase spend on their GMB related Google Ads, and by populating the GMB profiles with sponsored content, they managed to unlock significant incremental revenue from their GMB profile alone.
And finally, given that the Customer360 platform will establish whether the sale was successfully converted (and at what media price), they were able to measure the quality of leads from their GMB versus the quality of leads from other channels.
