From the Yellow Chair Beyond the Algorithm: Marketing That Doesn’t Bow to Google
Sep 2, 2025
Nick Miller, from Viral, specializes in helping contractors navigate digital marketing. He explores the pitfalls of relying solely on Google ads and advocates for diversifying lead generation tactics. Miller unveils the power of lead aggregation platforms, emphasizing their role in connecting local contractors with homeowners. Key factors for success include quick response times and a proper budget. The discussion highlights the importance of systematic follow-ups and a holistic marketing strategy, urging contractors to embrace change for lasting results.
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Comfort With Google Masks Risk
- Contractors lean heavily on Google because it's familiar and feels trustworthy despite rising costs and uncertainty.
- Nick Miller highlights that search and AI shifts force businesses to reassess single-source dependence.
Expect Fluff But Harvest The Hits
- No lead platform is perfect; all will include low-value 'tire kickers' among real opportunities.
- Nick argues you only need a small percentage of strong leads to justify these channels.
Give Platforms Time To Prove Themselves
- Be patient and give each platform several months to show consistent performance before judging it.
- Use multiple platforms to smooth out month-to-month volatility instead of abandoning after one bad month.