From Google Ads to Facebook Ads, we've managed millions of PPC spend. Follow our strategies to help generate more conversions for your cleaning company.
Need more customers? With more than 19 years of experience helping cleaning companies improve their PPC advertising campaigns, our strategies and techniques are sure help!
We have experience with a wide variety of cleaners (and other industries) including:
PPC management for cleaners refers to creating and optimizing paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide expert PPC management, a paid ads agency for cleaners should get to know you and your goals. Since the way you approach PPC advertising for a local cleaning company is much different than how you would for a nationwide cleaner ecommerce brand, this information helps determine the next steps.
Local cleaning companies, for example, are often only looking for contact form submissions or calls. This can be accomplished through paid advertising that builds traffic to an optimized landing page or sales funnel. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't exist or need to be reworked.
In contrast, ecommerce-focused cleaning companies are most likely to be interested in online sales. Using PPC advertising, you can boost traffic to a page optimized for products or categories. Google Shopping Campaigns might even make sense to include for some online businesses. We've even utilized sales funnels to help sell products, subscriptions, and services.
Understanding the metrics that will be used to optimize and scale cleaner PPC campaigns is the next step. For some cleaning companies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.
To be successful with paid advertising, your cleaning company needs to use multiple tactics and marketing tools. Some of the best paid advertising services for cleaning companies include tactics to:
With in-depth knowledge of the latest paid ads trends for cleaning companies and other industries, we are a team of PPC advertising specialists.
Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.
In the context of paid ads, keyword research for cleaners largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for that your cleaning company is targeting.
For example, a person searching for a cleaning company nearby might search "local cleaner" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase.
However, what if the exact match keyword isn't generating enough search volume and the cleaning company needs to expand their advertising reach? To solve the problem, keyword research would be required.
Typically, the PPC advertising manager will discuss with the cleaning company about what types of products / services to target more often. It might also require some broadening of the keyword targeting.
As an example, the PPC manager might find that "nearby cleaning companies" and "cleaner services" have high search volumes. The first phrase is targeting a type of business or organization in the area. If the service is extensive, the second phrase might result in a more lucrative opportunity.
When building negative keyword lists, keyword research can also be beneficial. You can use negative keywords to prevent your paid ads from showing in search queries that you know won't convert to more customers.
For example, a person searching for "free services from cleaning companies" or "how to advertise to cleaners" is unlikely to convert with you. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".
You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.
Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram for cleaner paid advertising campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.
We'll review some audience research and targeting history within Facebook Ads.
Facebook custom audiences were heavily relied upon by cleaning company paid ads managers in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers for cleaning companies eagerly took advantage of.
The rise of data privacy and machine learning had a significant impact on custom audiences over time.
When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. This even affected the accuracy of ad attribution reporting.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most advertising companies for cleaners. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.
Though there will still be plenty of cleaning company paid advertising agencies using custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.
It's not to say audience research and targeting are going away. Cleaner ad campaigns will likely always have targeting options that can be manipulated for extra performance.
The quality of your landing page will be a big factor in the success of your cleaning company paid advertising campaigns.
Let's begin by examining the landing pages for your cleaning company to make sure they follow best practices. In this review, we consider the following factors and more:
Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.
Please, don't spend money on PPC advertising until you have a landing page that follows best practices! If you want to create an effective landing page, you should never consider it finished. You can refine your sales pitch by running A/B tests on the landing page every few months.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.
We have a client who promotes an online fitness challenge that you can even participate in from your local area. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. These are some of the funnels we made:
The types of funnels available to your cleaning company aren't limited to these. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service online.
Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services, but the average conversion rate is between 1-3%.
To illustrate the impact of conversion rates, let's run through a basic example.
This return on ad spend is likely not acceptable for most cleaning companies, but is often what we see when reviewing new client accounts.
To improve the situation, you hire a PPC advertising company to modify your campaign settings, ad creatives, and landing page experience.
The conversion rate might increase from 1% to 2% as a result of these improvements. For every 100 visits to your website, you now sell two products. Two times the return on ad spend! These ads for your products or services might actually make you money now, assuming you have strong margins.
To manage your paid ads effectively, you need to understand your conversion rate and how to improve it.
This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.
When you run Facebook Ads or Instagram Ads for cleaners, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.
You should develop an understanding of how to capture someone's attention in a split second.
To do this, you need to build out attractive ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"
This doesn't happen by running the same ad creative over and over and over again. Even if it is a good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.
If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.
Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.
The cost of our paid ads management plans is calculated based on the monthly time allocation you request for your campaigns. Our PPC management services start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.
The options for running paid advertising for your cleaning company are numerous. Let's discuss some of the most common paid ads being run for cleaning companies.
Nearby ads for your cleaning company can be run through nearly any advertising platform. One platform may be more effective for your local cleaning company than another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local area advertising options.
Google is going to offer two options.
As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers. We often use Performance Max campaigns for professional services companies, such as accountants, lawyers, dentists, and physicians.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers often use Google Local Service Ads.
You can also target people in your local area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to certain geographic areas. For all types of cleaning companies, we often use Facebook Ads.
Almost all online ads you see on social networks qualify as social media ads.
It's important to keep the ad creatives fresh when running social media advertising. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. For higher spending ad campaigns, you might need to look at weekly ad creative tweaks.
One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your cleaning company has to offer.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
Some people refer to this as cleaner Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad, which are above the organic SEO placements.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
With display ads, all you need are a few different sizes of ad creatives. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.
Not everyone is going to convert during their first experience with your cleaning company website, landing page, or sales funnel.
To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.
Almost any ad platform can be used for retargeting ads.
Google Shopping Campaigns popularized this type of search ad.
To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account for your cleaning company.
By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.
Social networking websites such as Facebook, YouTube, and Instagram allow you to advertise with video.
Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!
Your cleaning company PPC advertising campaigns should definitely incorporate video creatives if you have the budget to support them.