Episode 302: Google Ads for Photographers with Lindsay Herkert
In episode 302 of "This Can't Be That Hard", host Annemie Tonken sits down with Lindsay Herkert, a seasoned photographer and Google Ads expert, to explore how photographers can leverage Google Ads to build a profitable and sustainable business. Released on February 4, 2025, this episode delves deep into actionable strategies, mindset shifts, and practical systems that can transform a photography business from struggling to thriving.
1. Lindsay Herkert’s Journey into Photography and Business Growth
Lindsay Herkert shares her inspirational journey of building her photography business. With over a decade of experience in photographing families and babies, Lindsay expanded her services to include branding photography in 2020. Her story took an unexpected turn in 2017 when she moved from San Diego to Austin, forcing her to restart her business in an unfamiliar market.
Lindsay (03:04): “I built my business twice. The first time was organically in San Diego through family and friends. After moving to Austin, I had to start over, which was initially daunting, but it turned out to be a blessing because I built my business strategically.”
Facing challenges in Austin, Lindsay sought out business courses and workshops. Dissatisfied with the generic advice, she took a bold step by reaching out to a successful local photographer, which introduced her to the power of Google Ads.
2. Discovering the Power of Google Ads
The turning point in Lindsay’s business came when she learned about Google Ads from a fellow photographer. Initially hesitant to invest $300 a month, Lindsay realized the potential ROI when she understood that her pricing could easily cover the ad costs.
Lindsay (04:25): “I was afraid to invest the $300 a month, which seemed like a huge commitment. But once I charged what I was worth, that cost was easily covered by just one client.”
Google Ads proved to be a game-changer, allowing Lindsay to maintain a fully booked calendar and attract ideal clients who valued her work.
3. The Four Pillars of Lindsay’s Marketing System
Lindsay introduces her comprehensive marketing system, visualized as a spinning wheel with three arrows around a central pillar:
a. Intent-Based Marketing
Intent-based marketing focuses on attracting high-quality leads through Google Ads and SEO. Unlike social media’s interruptive nature, Google Ads target individuals actively searching for photography services.
Lindsay (08:32): “Intent-based marketing is about appearing in front of clients when they are actively searching and ready to buy.”
This approach ensures that the traffic driven to your website consists of potential clients who are more likely to convert.
b. Website That Converts
A well-designed website is crucial for converting visitors into clients. Lindsay emphasizes the importance of using the entire page real estate, featuring large, high-quality photos, easy-to-read fonts, and consistent branding that complements the photography style.
Lindsay (19:34): “Use the whole screen with prominent photos and easy-to-read fonts. Your branding should complement the tones of your photos to make them pop.”
Key elements for a conversion-optimized website include:
- Consistent Editing Style: Ensures a cohesive and professional look.
- Prominent Contact Buttons: Scattered throughout the site for easy access.
- Clear Pricing Information: Communicates the value and investment required.
c. Exceptional Client Experience
Delivering an outstanding client experience is essential for fostering long-term relationships and encouraging repeat business. Lindsay advises photographers to map out the client journey from inquiry to the final interaction, ensuring every touchpoint is handled professionally and consistently.
Lindsay (24:44): “Think about your client journey and write out all the emails and copy. This establishes you as the expert and gives you control over the experience.”
An exceptional client experience not only satisfies clients but also builds a positive reputation, leading to referrals and repeat business.
d. Ideal Clients at the Core
At the center of Lindsay’s system is the focus on attracting ideal clients—those who value and are willing to pay for your services. Defining your ideal client involves understanding who you are as a photographer and targeting clients that align with your values and business model.
Lindsay (10:00): “Your ideal client should value what you offer and be willing to pay for it. Define who you are as a photographer first.”
By targeting ideal clients, photographers can reduce the friction in the sales process, ensuring smoother interactions and higher satisfaction rates.
4. Maximizing ROI with Google Ads
Lindsay highlights the exceptional return on investment (ROI) possible with Google Ads. By spending a modest $300 a month, she generated 149 inquiries and maintained a 51% booking rate, translating to approximately $51 per converted client.
Annemie (26:16): “$300 a month turned into around $51 per converted client, which is a phenomenal ROI.”
Unlike other industries where Google Ads can be prohibitively expensive, the photography industry benefits from lower competition, making ads more affordable and effective.
5. Overcoming Common Misconceptions and Challenges
Lindsay addresses common hesitations photographers have about using Google Ads, such as the fear of high costs and the complexity of setting up campaigns. She reassures listeners that with the right mindset and strategic planning, Google Ads can be a straightforward and lucrative investment.
Lindsay (16:22): “The cost can seem overwhelming, but with the right pricing and a conversion-optimized website, the investment pays off significantly.”
She also critiques the over-reliance on social media, labeling it as interruptive marketing, and advocates for a more focused approach using intent-based strategies.
6. Practical Tips for Building a Conversion-Optimized Website
Lindsay offers actionable advice on optimizing a photography website for conversions:
- Full-Screen Photos: Utilize the entire screen to showcase photography and create an immersive experience.
- Readable Fonts: Ensure all text is easy to read, enhancing user experience.
- Consistent Branding: Align website design with the tone and style of the photos to create a cohesive brand identity.
- Frequent Contact Points: Place contact buttons strategically throughout the site to facilitate easy inquiries.
Lindsay (21:01): “Your website needs to speak quickly and directly about who you are, what you do, and what clients can expect to invest.”
7. Mindset Shifts for Business Growth
Transitioning from a hobbyist mindset to a professional entrepreneur is crucial. Lindsay emphasizes the importance of valuing one’s work and pricing services accordingly. This mindset shift not only covers ad costs but also attracts clients who respect and are willing to invest in high-quality photography.
Annemie (28:00): “If you could put a dollar into an ATM and have it spit out $5, would you do that? Every dollar I have.”
Lindsay echoes this sentiment, highlighting how Google Ads validate her expertise without the need for constant hustling or hard selling.
8. Leveraging Tools and Resources
To streamline her client management, Lindsay utilizes Honeybook, a client relations management tool, which significantly improves her booking rates and overall client experience.
Lindsay (25:03): “With Honeybook, I had 149 inquiries and a 51% booking rate last year. It’s been phenomenal.”
She also offers resources for photographers looking to implement Google Ads, including a mini-course and a step-by-step guide with screenshots, available on her website.
9. Conclusion and Final Insights
The episode wraps up with Annemie and Lindsay reinforcing the importance of integrating Google Ads into a broader business strategy. By doing so, photographers can create a self-sustaining system that continually attracts and retains ideal clients.
Annemie (31:38): “Google Ads are a really reasonable way to increase your exposure and connect with people who are actually looking for photographers.”
Lindsay encourages listeners to take control of their marketing efforts, emphasizing that with the right tools and strategies, running a successful photography business is entirely achievable.
Connect with Lindsay Herkert
For photographers interested in harnessing the power of Google Ads, Lindsay Herkert offers comprehensive resources and support:
- Website: lindsayherkert.com
- For Photographers: Dedicated section with courses and guides
- Google Ads Mini-Course: Step-by-step training for setting up and optimizing Google Ads
- Step-by-Step Guide: Available in the show notes for immediate implementation
"This Can't Be That Hard" continues to empower photographers with practical strategies and expert insights. Whether you're just starting or looking to scale your existing business, episode 302 provides invaluable guidance on leveraging Google Ads to achieve sustainable growth and success.