Google Ads basics are simple and easy to get better at. The basics to consider are keyword research, budget to spend, proper ad copy, and powerful landing pages. Execute each basic properly to get a higher chance of success.
I’m going to give you some tips to optimize Google Ads for cleaning service businesses that will help you get more leads.
Tip 1 – Target your branded keywords
When you usually do keyword research for your company ads, you’ll research the most common keywords relevant to your cleaning company. An example of a common keyword is “commercial cleaning service near me”
Branded keywords provide another great way to target using an ad group or campaign.
Branded keywords help your cleaning business reach customers that are already looking for your business in Google. These users will be super easy to get leads from since they are looking for your company.
Also, competitors could be targeting your company and will show up when users search your company. It is important to own this space so you keep your potential lead.
Tip 2 – Maintain negative keywords
It is super important to maintain negative keyword lists for your cleaning Google Ads campaign. This will help Google better target your ads to the most relevant users and will also save your campaign budget on a wasted click.
Your commercial cleaning campaign could have a great keyword target such as “professional commercial cleaning service.” This could keyword could appear for “professional commercial cleaning service Ohio” in the search results.
The problem is your company is located in Washington, so this ad showing is irrelevant to your company and the user. If the user clicks on this, this would cost the spending budget. Adding “Ohio” to the campaign’s negative keyword list will prevent from this happening in the future.
Tip 3 – Custom Audiences
In Google Ads, you can create custom audiences. With custom audiences, your cleaning business’ PPC campaign can target demographics such as:
- Age
- Gender
- Occupation
- Location
This is helpful if you know your cleaning business’ audience and leads tend to have consistent demographics. An example would be most of your leads are females between the age of 35-44 in Chicago. You can hone on this group with a custom audience and reach a more relevant audience.
Tip 4 – Remarketing Display Ads
Display ads are visually appealing ads that appear on 3rd party websites in the Google display network.
These are other types of ads that can complement your marketing funnel. When you create an audience of previous website visitors, you can remarket these display ads to those visitors. These tend to be cheaper in clicks and could allow more cleaning leads.
You can choose what website you want these ads to target and aim for sites that are similar to your business.
Tip 5 – Maximize Ad Extensions
Ad extensions expand your ad with more information and give more of a reason for potential customers to convert.
Google ads are very similar to SERPs in the organic results. They are made of title tags that link to your cleaning business landing page, URL destination, and a meta description as well.
Ad extensions are used to provide more information that organic results do not. Extensions that can be displayed are:
- Call extensions (phone number)
- Address (GMB Listing)
- Sitelink Extensions (links to other pages)
- Structured Snippet Extensions
- Callout Extensions
- Image Extensions
Optimizing your ad extensions makes the ads more appealing to users and can lead to more clicks or phone calls. More clicks equal higher CTR or conversions and usually better ad ranking.
Tip 6 – Target Competitor Branded Keywords
Google Ads for cleaning businesses are highly competitive. More likely than not, you’re not the only cleaning company in your zipcode. Your competitors are also using the same keywords as you.
It is worth trying to target your competitor’s brand name. Your business will show when they search for them and could be tempted to click on your ad and convert.
Don’t copy your competitors and remain with your company message. It is important to not put their business name in your ad because this is against Google’s term of service.
Tip 7 – Watch Results
Make sure you keep watching the results of your campaigns. Your cleaning campaigns can always be optimized and improved. Creating your cleaning company Google ads campaign and forgetting about it, will not do.
You can see different types of metrics within the Google Ads dashboard. You’ll be able to see clicks, impressions, search impression share, conversions, and cost per conversion. This will give you an idea of what is working and what is not working for your campaign strategy.