The impact of local weather events on business operations can be erratic, significantly affecting the fluctuations in business activity. Depending on where your company is located in the world there’s a good chance you receive a bump in inquiries immediately following strong storms or periods of unordinary weather that occur in the area. Property owners seek reliable businesses for various maintenance needs, leading to increased calls and inquiries for landscaping, roofing, plumbing, and other home service providers. But the home service industry isn’t the only one that is affected. I’ll touch on that more in just a moment.
While business can boom during this time, so to speak, there’s opportunities to grow it even more, for a relatively small investment. By running a concentrated, short-term ad campaign immediately following these natural events we can attract even more leads by assuming more people will be looking for the services you’re providing. The industry term is Weather Based Marketing however we drill down even further and refer to them as ‘Local Weather Response Ads’ or LWRA’s, and they’re extremely flexible and beneficial in these types of circumstances.
Read on to see how they work.
What types of businesses can benefit from Local Weather Response Ads?
While there are obvious industries that would benefit most such as landscapers, roofers, HVAC, plumbers and other home specific services we’ve been seeing great results with other industries that your competitors in the area may not be taking advantage of. For example, if you are a local restaurant that provides delivery and a massive winter storm just occurred, running a targeted LWRA campaign for food delivery could help capture individuals who can’t or simply don’t want to leave the house to get dinner. Simply put, if local factors affect your business in any way you can utilize Local Weather Response Ads to boost business.
When do Local Weather Response Ads run?
Typically, we initiate these ads as soon as a storm or weather-related incident occurs. This serves multiple purposes. Firstly, it allows Google’s systems to gradually increase the reach and effectiveness of the ad campaign. While pausing and unpausing campaigns can be done promptly, we prefer to give Google some time to gain momentum before the storm subsides. This strategy enables us to capture searchers who are prepared and actively seeking our services.
The duration of the ad campaign depends on the length of the weather event. For instance, in the case of a significant overnight thunderstorm, we would typically run the campaign for around 3 to 5 days after the storm. Savvy consumers often compare prices and gather quotes before making a decision, and this buffer period ensures that your business remains visible throughout their research process. However, if the storm persists for a longer duration, such as a day or a week, we would extend the ad campaign until the weather event has completely passed.
How much budget should be used?
The cost of running Response Ads can differ based on several factors. If you’re already running ads, you can consider supplementing them with additional spending while maintaining your other campaigns. For example, instead of spending approximately $30 per day, you could increase it to $50 per day for a few additional days. This strategy provides a quick boost to your ad performance without exceeding your budget. It’s not just a random budget increase, but a calculated decision based on market factors that are likely to yield higher returns.
On the other hand, if you’re not currently running ads and have limited budget, there’s still an opportunity for growth. Setting up an ad campaign with an average daily spend of $25-$50 for a period of 3-5 days can make a positive impact and generate a positive ROI. However, it’s important to note that most ad platforms require data to enhance targeting. Running ad campaigns for only a few days a month may require a longer timeframe for the ads to fully optimize. Therefore, we often recommend having a low-cost campaign running on a regular basis so that Response Ads can maximize their potential.
What types of ads should run?
Within the vast array of campaign types spread across numerous online channels, the most effective approach for fulfilling a user’s intent is crucial. Response Ads serve this purpose by promptly addressing a user’s problem and providing relevant results based on their search query. In scenarios where a potential lead actively seeks a specific service, Local Search campaigns prove to be the most effective solution. Unlike display or social ads that passively reach users, Local Search campaigns cater to individuals actively searching for solutions when faced with immediate needs, such as a fallen tree in their yard. By leveraging search campaigns, businesses can precisely target their audience using various factors like keywords, demographics, and browsing history. This strategic approach ensures that your business appears at the top of search results when a customer is actively seeking your services, significantly increasing the likelihood of conversion.
What else should be considered?
Local Response Ads as a marketing strategy are straightforward to implement. However, since these campaigns run on a tight schedule, they can require more effort compared to ongoing ad campaigns. From the start, it’s crucial to have a well-crafted and optimized ad. There’s limited time to analyze and learn from the campaign, as the ads need to deliver results immediately.
Our team of digital marketing experts, with years of experience across various industries, has the knowledge to choose the Local Response ads that align with your business goals and target audience. We leverage historical data and consider numerous factors to set up your campaigns effectively, ensuring faster results than campaigns that require testing and optimization over time.
Factors we consider when running Local Response Ads include:
Location
Online activities
Interest-based targeting
Schedule
Conversion optimization
Landing page optimization
Conversion rate factors
Ad creative and CTAs
Keyword bidding strategy
and more.
Another critical factor in the campaign strategy is the time required to prepare these campaigns so they’re ready when you need them. Most of the work happens before the ads go live. It’s a substantial investment from your end, but as a digital marketing agency, it’s our responsibility to handle these aspects, so you can focus on responding to the leads and requests generated by the campaign.
Examples of Local Weather Response Ads in action
Tree Service and Landscaping Company:
During severe storms, tornadoes, or high winds, they use LWRA to connect with homeowners who require tree cutting, removal, or pruning services.
Customers can conveniently locate them during storms.
Asian Restaurant:
LWRA is set up for times when driving is challenging, such as during winter storms or thunderstorms.
Advertising during these periods when customers may struggle to pick up their orders has proven successful.
Home Restoration Company:
LWRA is used to run campaigns during periods of heavy rainfall and high moisture.
Ads specifically mention basement flooding and restoration.
Time-sensitive flood restoration services can benefit from timely ads.
HVAC Supplier:
During a recent heatwave, an HVAC supplier used LWRA to address broken air conditioning units citywide.
Supplemental budget and ad campaign increased leads.
Ads tailored to the heatwave helped convert customers affected by the heat.
Greenhouse and Garden Supply Store:
While the store typically experiences business in spring and summer, LWRA can be beneficial in fall and winter.
Ads can promote plant species suitable for cooler months and winterizing equipment during the off-season.
Plan ahead now for a “rainy” day later
Local Weather Response Ads present a valuable opportunity for businesses to capitalize on immediate and urgent needs arising from weather-related events or other local factors. By leveraging these ads, businesses can effectively target potential customers actively seeking specific services, increasing their visibility and capturing leads. To maximize the impact of Local Response Ads, it’s crucial to consider various factors such as campaign timing, budget allocation, ad types, targeting options, and optimization strategies. With the right approach and expertise, Local Response Ads can provide a significant boost to businesses looking to tap into local demand and drive conversions.
Not sure if your business can benefit from this high-return-on-investment (ROI) strategy? The likelihood is that it can. If you’d like us to guide you through the specifics of how it works, feel free to contact us. We will provide you with detailed information about how we would advertise your business during these critical weather events.
