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Google Local Leads SOP

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Purpose

Google Local leads are high-intent and time-sensitive. These leads may contact several cleaning companies at the same time.

Our goal is to:

  • Respond before competitors.
  • Reach the lead quickly.
  • Quote during the first completed call whenever possible.
  • Ask for the sale and book while the customer is still engaged.
  • Convert as many residential leads as possible into recurring service.

Google Local leads take priority over routine, nonurgent office work.

Conversion Goals

  • Lead-to-Quote: 85% or higher
  • Quote-to-Sale — Recurring: 25% or higher
  • Quote-to-Sale — All: 40% or higher

A lead counts as quoted only after actual pricing has been communicated to the customer.

First Five-Minute Workflow

Step 1: Respond Inside Google Local

Goal: Within 1 minute
Maximum: 2 minutes

Immediately send:

Hi [Customer Name], this is [Your Name] with BA House Cleaning. We received your cleaning request and will call you shortly from our main company number.

Rules:

  • Keep the message short.
  • Do not explain all our services through Google.
  • Do not ask multiple questions at once.
  • Do not wait for the customer to respond before proceeding.
  • Immediately begin entering the lead into MaidCentral.

Step 2: Create the Lead in MaidCentral

Goal: Within 2 minutes
Maximum: 3 minutes

Enter all available information:

  • First and last name
  • Phone number
  • Service address or city, if provided
  • Email address, if provided
  • Correct scope group
  • Information included in the Google request
  • Source: Google Local Leads

The source must be entered exactly as Google Local Leads so we can accurately measure our Google Local spending and results.

Click Save Lead Only.

Once saved, the lead will automatically enter the GHL Not Quoted pipeline.

Missing Email

A missing email must not delay the first call.

If an email was not provided:

  • Save the lead without the email.
  • Apply the Missing Email tag.
  • Obtain the email during the sales conversation.
  • When obtained, manually add it to both MaidCentral and GHL.

MaidCentral only sends the contact information to GHL when the lead is first created. Contact information added later does not automatically transfer.

Step 3: Call Through GHL

Goal: Within 3 minutes
Maximum: 5 minutes

As soon as the lead appears in GHL, call immediately.

Opening:

Hi [Customer Name], this is [Your Name] with BA House Cleaning. You just contacted us through Google about cleaning in [City]. I wanted to reach you right away. Is now a good time for a few quick questions so I can give you pricing and check availability?

The goal of the first completed call is to:

  • Collect the information needed for pricing.
  • Provide the quote.
  • Offer actual available dates.
  • Ask for the booking.
  • Complete the booking while the customer is still on the phone whenever possible.

If the address or city was already provided, confirm it briefly instead of asking for it again.

If the First Call Is Unanswered

Immediately:

  1. Leave a short voicemail.
  2. Send a personalized SMS through GHL.
  3. Call again within 10–15 minutes.

GHL SMS:

Hi [Customer Name], this is [Your Name] with BA House Cleaning. I just tried calling about the cleaning request you sent through Google. I can provide pricing and check availability now. Are you available for a quick call?

The lead must remain in Not Quoted until pricing has actually been communicated.

If the Customer Responds Inside Google

Respond promptly inside Google, even if the lead has already been added to GHL.

Rules:

  • Keep messages short.
  • Ask only one easy question at a time.
  • Do not send long paragraphs.
  • Move the conversation toward a phone call whenever possible.

Example:

Yes, we can help with that. I’m calling you now from our main BA House Cleaning number so I can collect the remaining information and provide pricing.

If Contact Information Is Missing

If Google did not provide enough information to create the MaidCentral lead, request only what is needed:

What is the best phone number and service address for the quote? Once I have that, I can check pricing and availability right away.

Continue through Google only until enough information is obtained to create the MaidCentral lead and begin communication through GHL.

If the Requested Service Is Not Offered

  • Keep the conversation polite and short.
  • First determine whether another BA House Cleaning service would meet the customer’s needs.
  • Consider options such as Priority Cleaning when appropriate.
  • If the request is not a fit, document the requested service and final outcome.
  • Use Rate This Lead inside Google to provide accurate feedback when appropriate.

Do not spend excessive time on a request we cannot complete.

Lunch, Breaks and Meeting Coverage

Do not turn off Google Local leads for a normal lunch or short meeting.

There must always be one named team member responsible for Google Local coverage during advertised business hours.

The coverage team member must:

  • Respond inside Google.
  • Create the lead in MaidCentral.
  • Confirm the source is Google Local Leads.
  • Begin the initial GHL call and SMS process.

Coverage must be handed off by name and must never be assumed.

Google Local may be paused only when no trained team member can respond for an extended period.

Lead Status and Follow-Up

Not Quoted

The lead remains in Not Quoted when pricing has not yet been communicated.

Creating an estimate internally does not mean the customer was quoted.

Quoted

Once actual pricing has been communicated, the lead moves to Quoted.

If the customer does not book:

  • Document the quoted service.
  • Document the quoted price.
  • Document the requested frequency.
  • Document the exact objection or reason they did not book.
  • Document any promised follow-up time.
  • Allow the usual BA House Cleaning follow-up sequence to continue.
  • Do not create a separate duplicate Google Local follow-up sequence.

Booked

When the customer agrees to book:

  1. Complete and schedule the booking in MaidCentral.
  2. Confirm the source remains Google Local Leads.
  3. Confirm GHL automatically moved the opportunity to Booked.
  4. Do not move the GHL opportunity manually.
  5. Return to the original Google Local lead.
  6. Select Mark Booked.
  7. Enter the service date, customer name and job type when available.

A lead should only be marked Booked when:

  • The customer has agreed to the service.
  • An actual service date has been scheduled.
  • The job exists in MaidCentral.

A quote, tentative interest, held date or promise to call back is not a booking.

One-Time Google Local Leads

A customer who initially books a one-time cleaning may still become a recurring customer.

Track separately:

  • Customers who book recurring service directly.
  • Customers who initially book one-time service and later convert to recurring.

Recurring service should be discussed with every appropriate residential lead.

Speed Standards

  • Google response: Within 1 minute; maximum 2 minutes
  • MaidCentral lead saved: Within 2 minutes; maximum 3 minutes
  • First GHL call: Within 3 minutes; maximum 5 minutes
  • SMS after missed call: Immediately; maximum 2 minutes after the call
  • Second call: Within 10–15 minutes; maximum 20 minutes
  • Correct MaidCentral source: 100%
  • Booked leads marked Booked in Google: 100%
  • Direct booking request made: Every qualified quoted lead

Valid and Invalid Leads

Valid leads must remain included in conversion reporting even if they do not book.

These Are Valid Leads

  • The customer did not answer.
  • The customer thought the price was too high.
  • The cust