Freespee

Local business wants calls, not clicks

What is an inbound call from a prospect worth in terms of money for a Mover? A first page listing in a local search engine for one keyword is priced in the area of €5 000 for a yearly subscription. How many new customers would you like to receive for that market spending? Moving all your stuff from one house to another normally costs you about €1500 inc VAT. If the gross margin is 50%, a new customer is worth €750. Is 20 new customers enough, generating gross revenue of €15 000? Three times the market spending.
A regular broadcast Ad in a local morning paper would cost you the same. What do you get for that? Branding?
Let’s say this Mover has a bad answering ratio, and he is not that service minded either. He closes 5 out of 10 inbound calls. Hence, he would need 40 (20*10/5) calls in total to be happy about the spending in local search advertising.
If I say that a first page listing in a small Swedish town for the keyword “Mover” generates 10 times as many calls during a year, would you believe me? Hence, for those who only believe in Adwords, you don’t know your figures!