Richard Whirley

03/16/2026

Every strategy meeting I hold, I can't help but stress one thing to all my digital marketer pals and business owners alike - the power of custom audiences. These are specific groups built on platforms like Facebook, identified by their email address or phone number, which we can target with laser-precise ads. But these custom audiences also have a lesser-known yet immensely powerful cousin – lookalike audiences.

Imagine being a pool cleaning service who used their list of pool-owning customers (custom audience) to pinpoint a whole new array of pool owners in a 100-mile radius who are in need of pool service right now (lookalike audience). Sound game-changing? That's because it is!

This method is not merely about reaching more people; it's about reaching the right people. You're essentially using these platforms' capabilities to find those who share commonalities with your custom audience, making your marketing efforts more effective and your dollars more responsible. My recommendation? Start exploring the untapped potential of custom and lookalike audiences. It just might revolutionize your local business strategy.

03/16/2026

Think paid advertisements are all about going big or going home? Think again! The belief that more reach equals more conversions in paid advertising campaigns is a common misconception. But in truth, focusing on custom audiences can yield much better outcomes.

The power isn't in casting a wide net, but in intelligently crafting a smaller one centered around your existing connections. By identifying a specific list of people, either to target or exclude from your ad's audience based on distinct actions, like signing up for your newsletter or visiting your website multiple times, boosts your return on ad spend. It's marketing based on behaviour.

So let's debunk this 'bigger is better' myth once and for all. Highly targeted ads not only improves your cost per conversion but also makes your campaign more efficient and profitable. Scoop your audience wisely, folks!

03/15/2026

Do you understand WHERE you want to show up on Google?

I hear business owners say “I want to be on Google because that’s where people are searching.” Very true, and vital point…

But Google’s Search Engine Results Pages (SERPs) have several different sections, and they are NOT all created equal.

Let’s take a look at where you should be targeting to maximize your chance of getting the click!

03/14/2026

Here’s a concept you need to wrap your head around…

“If something is free, YOU are the product.”

Think about that… Why would Meta spend BILLIONS running Instagram, Facebook, Messenger, and WhatsApp and then give it to you for FREE?

Why would Google spend BILLIONS on Gmail, YouTube, Waze, Google Analytics, etc. and then give it to you for FREE?

It’s because YOU are the product. Yes, YOU- the consumer of the free thing. Your data is what they are selling. And these platforms know EVERYTHING about you.

On a personal level, that might sound creepy… But when you flip your mindset to that of the advertiser (the business owner or the digital marketer), this is a GOLD MINE.

It means you can start targeting your ideal prospects exactly where they already are online.

Let’s look more into that in this video.

03/14/2026

Here’s a concept you need to wrap your head around…

“If something is free, YOU are the product.”

Think about that… Why would Meta spend BILLIONS running Instagram, Facebook, Messenger, and WhatsApp and then give it to you for FREE?

Why would Google spend BILLIONS on Gmail, YouTube, Waze, Google Analytics, etc. and then give it to you for FREE?

It’s because YOU are the product. Yes, YOU- the consumer of the free thing. Your data is what they are selling. And these platforms know EVERYTHING about you.

On a personal level, that might sound creepy… But when you flip your mindset to that of the advertiser (the business owner or the digital marketer), this is a GOLD MINE.

It means you can start targeting your ideal prospects exactly where they already are online.

Let’s look more into that in this video.

03/13/2026

Let’s talk about Google’s Local Service Ads (LSAs).

Is your business eligible for them? How do you know? If so, should you use them?

LSAs have a different model than other ad platforms in that it is Pay Per LEAD instead of Pay Per CLICK.

To make this even better- if a lead comes in that is a not qualified, you can get the cost of that lead credited back to your account!

Let’s dive in.

03/13/2026

Some people make decisions based off rational data points. They convert based on things like cost of ownership vs cost of acquisition, ease of use, or time savings.

Others make decisions based off emotions. They convert most on messaging that makes them FEEL safe, energetic, hopeful, etc.

Which one is “right” for your local business? I’d say: WHICHEVER ONE MAKES THEM CONVERT.

In this video, I’ll talk through what I mean.

03/12/2026

Get Found. Get Selected. Get Connected.

Knowledge Bomb.

Here’s a basic framework that you can immediately implement with your clients and customers, and differentiate yourself from most of the “gurus” that you’re competing against.

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1. GBP OPTIMIZATION

You would be shocked how many “optimized” profiles are missing half their information.

Services, service descriptions (keep them under 300 characters), categories, photos, posts, and review responses can all be managed directly inside of HighLevel (message me for a free trial).

The only field you can’t adjust there is Service Areas.

And before someone jumps in with the usual “service areas don’t matter” comment… I generally assume that if Google gives you a structured data field, they probably intend to use it.

Pick the twenty highest-population cities that physically touch the business location and add them. It takes about three minutes.

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2. CITATIONS (yes, they still exist)

Every year someone confidently announces that citations are dead.

Then you look up the businesses dominating competitive metro markets and notice something funny: they all have them.

Bing Places. Apple Maps. Waze. Yelp. Industry directories.

Google has been moving toward entity-based search for years. Consistent business information across trusted sources helps confirm that the entity actually exists.

Will citations alone make you rank? No.

Will consistent, accurate, indexed listings hurt your business? Also no.

Hint: I personally despise Yext and any other “auto-citation” provider, but whatever you use, just get them indexed by Google for the love of all things good.

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3. REPUTATION MANAGEMENT

Reviews are one of the strongest engagement signals a local business can generate. (This wasn’t always the case, ironically- but it is now.)

The businesses that consistently win in local search almost always have more reviews (in quantity/quality/recency), better ratings, and more recent activity than their competitors.

You’ll hear people argue that keywords or locations inside reviews don’t matter. Maybe they don’t move the needle dramatically — but contextual signals have never hurt Google’s ability to understand WHO you are, WHAT you do, and WHERE you do it.

Two interesting observations worth noting:
- Reviews that include photos tend to carry more weight according to Google’s Local Guide documentation.
- Reviews left by accounts with actual profile thumbnails tend to survive review purges more often than blank accounts. (You can’t really control anything about this, but it’s an interesting side note.)

HighLevel already has reputation management built in, so this should just be part of your standard onboarding process and operating procedure.

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4. PARASITE SEO (Leverage Authority Platforms)

To get a fast track on establishing E-E-A-T (Expertise, Experience, Authority, Trust), leverage platforms Google already trusts and recognizes.

YouTube, Reddit, podcast platforms, industry publications, forums — these all carry significant authority.

YouTube is particularly powerful right now because videos show up constantly in search results and AI Overviews, often indexing within an hour. (Obviously Google owns YouTube, so this should surprise absolutely no one.)

Podcasts are another interesting opportunity because they distribute content across multiple high-authority platforms simultaneously.

All of this reinforces Google’s understanding of your experience, expertise, authority, and trust.

LIFE HACK: To be compliant with the ADA, these sites transcribe every word of your video/podcast for closed captions. Therefore, Google knows every word in them… It’s tough to comprehend how much contextual and geographic relevance you can establish in a 10 minute conversation versus trying to write it in a blog post.

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5. CATEGORIZATION & SERVICES

Your primary category is one of the strongest signals inside a Google Business Profile.

Secondary categories matter too, but this is not the place to get creative and start stuffing anything that vaguely sounds related.

Choose the categories that actually match the business model, then organize services underneath them with clear descriptions that reinforce what the business does.

Google is pretty good at understanding context now. You don’t need to trick it.

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6. SOCIAL ACTIVITY

AI-driven search is becoming very good at digesting contextual data across the web, and brand mentions are becoming more important signals for relevance and recency.

This doesn’t mean every social post needs to go viral.

But consistent mentions from customers, vendors, manufacturers, and industry peers reinforce that the business actually exists and is active.

HighLevel has a social planner built in, which makes maintaining a consistent cadence pretty easy.

Think of it this way: Social Mentions are the new Backlink. They have a shorter lifespan, but they are a LOT easier to get.

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7. MAPS ADS

Search Ads + Location Assets = Buying your way into the Maps Pack

One of the most underutilized strategies I see agencies miss is attaching a Location Asset to Google Search campaigns.

When you do this, your ads become eligible to appear directly inside Google Maps.

In other words, you’re essentially buying your way into the Maps Pack.

That includes areas where you don’t rank organically yet or areas where it could take months to climb.

Even if you’re a hardcore SEO purist, sleeping on this strategy doesn’t make much sense. It lets you expand visibility immediately while organic rankings are still developing.

Listen, I do Local SEO for a living in very competitive, high-dollar industries. Those Maps ads can turn your 3 pack into a 4 pack and make the phone ring QUICKLY while you’re working on the stuff that’s solidifies your spot in the organic 3 pack.

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8. LOCAL SERVICE ADS

If your industry qualifies for Local Service Ads, they’re worth running.

These appear above traditional search ads and often generate extremely high-intent leads. They are pay per LEAD instead of PPC, and they are MUCH easier to run than Search Ads.

There are plenty of discussions about optimizing exposure inside LSAs, but one factor consistently impacts performance: reviews.

Businesses with stronger ratings and more review activity tend to perform significantly better.

I have some life hacks on maximizing your visibility with LSAs, but I’ll save them for another post.

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9. CONNECT YOUR GOOGLE ECOSYSTEM

This one still surprises me. A lot of businesses run ads without connecting the Google properties that power their marketing ecosystem.

Analytics, Search Console, Google Ads, Google Business Profile, and Google Tag Manager should all be associated with each other.

These platforms constantly report user engagement data back to Google — how people find your business, how they interact with your site, whether they convert, and what actions they take afterward.

The clearer that data becomes across Google’s ecosystem, the easier it is for their systems to understand how people interact with your business.

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10. STOP BEING ONE-DIMENSIONAL

Not every customer is ready to hire you the moment they discover your business.

People move through stages.

At the top of the funnel they’re problem-aware. That’s where search ads, Maps ads, LSAs, and Bing ads perform well.

In the middle of the funnel they know they need help but haven’t chosen a provider yet. Retargeting through platforms like Facebook, Instagram, and YouTube becomes powerful here.

By the bottom of the funnel they’re deciding between providers or deciding whether to do the project at all. Testimonials, proof, and credibility become the deciding factors.

Your funnel should match their awareness stage. See below

Top of Funnel (TOFU) – Problem Aware. Example: “Tree removal near me”

Best channels:

• Search Ads
• Maps Ads
• LSAs
• Bing Ads

Middle of Funnel (MOFU) – Solution Aware. They know they need help but haven’t chosen you.

Retarget them with rational AND emotional messaging.

Examples:
- Rational:
“Free stump removal with any tree over 40 feet.”
- Emotional:
“Protect the roof that protects your family.”

Best channels:
• Facebook
• Instagram
• YouTube

Bottom of Funnel (BOFU) – Decision Stage

Now they’re choosing between providers. Use testimonials and proof.

Example: A customer explaining how removing the tree saved them thousands in roof damage before a storm.

This is where reviews, reputation, and video content shine.

There will always be debates about ranking factors. Algorithm updates kick us all in the teeth from time to time.

But businesses that dominate online visibility tend to have one thing in common: they consistently optimize the signals they actually control.

When you do that long enough, you stop hoping Google notices you — and start giving it exactly the information it needs to show your business to the people searching for it.

Hope that helps, and thanks for taking the time to run through this. I enjoyed writing it up!

03/11/2026

In a world where free platforms are the norm, it's essential to grasp one pivotal concept: If a service is given to you for free, YOU are the product.
Our online behaviors, interests, geographic details – they all tell a story about us. This data might seem intrusive on a personal level, but for local businesses and digital marketers, this depth of insight is a treasure trove! It allows us to target our ideal clients with precision. For instance, if you're a plumber, consider reaching out to the DIY enthusiasts searching for 'how to fix a leaky faucet' on YouTube.
Shift your perspective from confronting a competitive market to viewing it as an avenue to engage with your potential customers. Focus on understanding where your audience spends time online and tailor your approach accordingly. The clearer you are about this, the better you can finesse your messaging and decide on the right medium. Take charge, let's explore untrodden paths and keep your pipeline of leads flowing!

If you're using a free service, remember you're not the customer - YOU are the product. But here's the twist, for businesses and marketers, this trove of data is a goldmine. Instead of feeling alarmed, start leveraging this as a powerful advertising strategy!

03/11/2026

In this thought-provoking episode, host Richard Whirley challenges the way we view free services on the internet. Richard uncovers how globally recognized platforms like Google and Facebook are capitalizing on the “value for data” exchange, and how local businesses and digital marketers can navigate this to their advantage.
Explore why your usual online activities are, in fact, a treasure trove of data that big corporations – and your business – can tap into. Learn to recognize that your data, like it or not, is the new currency. Understand how these platforms leverage such data for audience targeting and how this could yield invaluable insights to pinpoint your potential customers with precision.
Richard provides illustrative examples such as how a local plumber can explore unconventional platforms like YouTube for marketing. By understanding user behavior on these platforms, local businesses can possibly overcome competition and empower themselves to generate qualified leads and gain local customers.
This episode demands us to rethink and adapt to the new digital norms. The “value for data” exchange might not be in our control, but it’s up to us to navigate it to our advantage. Richard encourages listeners to break the mold, think outside the box, and use the new-age currency – data - to amplify reach and boost profit margins.
For any aspiring digital marketer or business owner aiming to improve their marketing systems or lead generation strategies, this episode is a must-listen. Hungry for more insights? Connect with Richard through https://richardwhirley.com or https://highlevel.consulting.

03/10/2026

It's amazing how simple strategies can dramatically upgrade our digital marketing results. Ever considered the profound impact of 'rating and reviewing' your leads from Google Local Service Ads? It can not only save you money but boost your visibility considerably!

🚀 Google's AI algorithm uses our human feedback to refine its decision process, rewarding us with more leads and opportunities. So rate every lead - the good, the bad. Feed the AI better data and you'll see your visibility spike and start to dominate even in very competitive markets. Your unwavering commitment to accuracy could very well be your most rewarding hack!

What if I told you there was a way to 'hack' the algorithm for Local Service Ads and entice Google to give you more leads..? Let's dive in.

03/10/2026

In this episode, host Richard Whirley unpacks the enigma of using Google's AI to gain increased visibility for local businesses on Google local service ads. Recognized for his expertise in digital marketing, Richard decodes this approach, revealing why it’s an underrated yet game-changing strategy for local business owners and digital marketers alike.
Join us as Richard delves into the complexities of the Google AI algorithm and the connection it has with local service ads. He guides us on how providing detailed, quality feedback on every lead received through local ads can help Google's AI learn, improve, and ultimately feed you more leads. This episode offers, in pragmatic terms, a fresh perspective on how maintaining a consistent focus on understanding your business leads better could pay dividends in terms of visibility and business growth.
Key takeaways from this episode include the importance of taking time to review and rate each lead, systems to monitor such feedback, and persistently working on refining your services and marketing strategies. Remember, every bit of feedback helps refine the algorithm and adds value to your business.
Take advantage of this invaluable dive into how creating a constant cycle of improvement and feedback can not only enhance your visibility but also up-level your services, ultimately providing better value to your clients. Ready to transform your digital marketing strategy? Connect with Richard and learn more through https://richardwhirley.com and https://highlevel.consulting.