A huge plus if you're running Google Ads:

Use the exact search keyword in your headline.

"Emergency plumber near me"

Emergency Plumber Sydney - $0 Callout Fee

It matches exactly what they searched for.

You become the best pick in the customer's mind automatically.

I saw this happen live once.

A pool installer was ranking #1 organically for “pool installer sydney”

Not because he was the best, or had the best SEO.

His headline was literally “Pool Installer Sydney | Get A Free Quote”.

Google said “Yep, this is the guy”, and he wasn’t even running ads.

Yet he was first.