Running Google Ads can be expensive for chiropractors, but less so when everything is setup…
Whether you offer residential or commercial cleaning or both, Google Ads is an effective channel for your cleaning company. It provides you with the tools and resources you need to promote your services to people who are searching on Google in your locations.
However, there is a bit of a learning curve with Google Ads and some advertisers struggle to use the features and controls effectively to promote their cleaning businesses.
So, in this article I’ve listed some of the important features to update as you setup your campaign to advertise your business.
First, you’ll work on your campaign objective and pick the most relevant for your business. For a cleaning company looking to promote its services in Google Ads, a Leads objective is usually the most relevant and will help you get as many enquiries and leads as possible.
This objective will allow you to drive leads and enquiries from your ads and website. So, visitors can call directly from your ads or they can call from your website and they can submit a form on your website too and you can track that.
Next, you will choose the campaign type that will help you to get your leads and enquiries. As the screenshot below shows there are multiple campaign types for the Leads objective. But the most relevant campaign type is the Search campaign.
A Search campaign uses keywords and ads to target people who are searching for a cleaning company in your location. And you can target them with your Responsive Search Ads and drive quality leads from targeted audiences.
Budget setting is an important step in Google Ads campaign setup. This allows you to set the maximum amount you’d like to spend in your campaign daily. So, you need to approach this carefully and choose the budget that will help you reach your goals.
As a cleaning company you’ll need to consider the keywords that you’ve chosen and assess how competitive they are. So, you’ll be able to check what the average cost per click is through keyword research which we will cover briefly below. This will help you get a good idea of what budget to set.
For many cleaning businesses, a good starter budget is £500 or $700 per month and then you can increase it as performance improves and as you get quality leads and enquiries.
The bidding options you see here are determined by the Objective and campaign type that you’ve selected. As a cleaning company that has selected the Leads objective and Search campaign type, you’ll see automated bidding options that focus on Clicks, Impressions, Conversions and Conversion Value.
Because it’s a new campaign, it’s best to focus on getting as many clicks as possible for your budget. This will be the Maximise Clicks bid strategy and later you can change to a bid strategy that focuses on conversions like Maximise Conversions with a target cost per action.
As mentioned earlier, keyword research is an important exercise, not just to help you set the right budget, but to also target the right searches that will bring you leads and enquiries and you can do this research in your ad group using the in-built keyword tool.
Or you can go to Tools & Settings and there you’ll find the Keyword Planner tool. This is a more advanced one and will even allow you to do some traffic and conversion forecasting to see what returns you’ll get for your budgets.
The second part to creating your first ad group is to create a Responsive search ad. This ad type provides you with up to 15 headlines and four description lines and is much more space than you get from call only ads, dynamic search ads and other ad formats in Google Ads.
Make sure you highlight key things like benefits and features that are important for your cleaning business and relevant for your customers.
Also, add your primary keywords in the headlines, because people are more likely to click through to your website when they see the words they searched with in the ad.
In your Google Ads campaign settings you can select the days and hours when you’d like to run your ads. As a cleaning company that may mean running ads when people are most likely to search, whether that’s for residential or commercial cleaning. The Ad schedule feature helps you to set these times for your business.
The default setting as shown in the screenshot above is to run them on all days and hours. This is usually a good idea to start with because you won’t know the best times until you run them consistently throughout. Then you can check your Time reports in Segments to see the best performing ones and adjust accordingly.
Get in Touch
Need help setting up a Google Ads campaign for your cleaning company? I’m happy to help. I’m a Google Ads expert and PPC consultant and I’ve worked with many cleaning businesses over the years. Contact me below to discuss.