Whether you offer cleaning services for commercial or residential buildings, you need a constant inflow of customers — and digital marketing strategies, such as pay-per-click advertising, can help.
PPC advertising allows you to display ads for your business at the top of Google search results. Since you only pay for the ads when someone clicks on them, they can be highly cost-effective.
But how can you craft a PPC campaign that drives truly superior results for your cleaning company? What does it take to master PPC for cleaning services? We’ll dive into the answer below!
Read on to learn more, and then consider partnering with WebFX — the PPC agency with over 25 years of experience — for our PPC services. Just call 888-601-5359 or contact us online today to get started!
8 ways to polish up PPC for cleaning companies
The basics of PPC are fairly straightforward — research your keywords, set your bids, and design your ads and landing pages. However, you have to execute each step properly to ensure success.
To that end, here are eight ways you can optimize PPC for cleaning services that will help you reach more customers.
1. Target branded keywords
When you’re searching for keywords to bid on, you want to find the ones that will deliver your ads to the most relevant audience possible. That means you need to target keywords that are relevant to your business, like “residential cleaning services.”
One of the most relevant types of keywords you can aim for are branded keywords — those that incorporate the name of your business or another term unique to your brand. If your business is called “Gamgee Cleaning Company,” for instance, that would be a branded keyword.
The benefit of targeting branded keywords is that it helps you reach people who are already searching specifically for your business. Those people will be the easiest to convert, so they make amazing ad targets.
2. List negative keywords
Another kind of keyword to consider pursuing is negative keywords. Unlike normal keywords — which tell Google which searches you want to target — negative keywords tell Google which searches to avoid.
Imagine that you create some PPC ads that do an astounding job at targeting variations on the keyword “professional home cleaning services.” But now imagine that your ads start appearing for “professional home cleaning services Milwaukee.”
If you’re not located near Milwaukee, those search results are completely irrelevant to you. By adding “Milwaukee” as a negative keyword, though, you can prevent Google from showing your ads for that search.
3. Create custom audiences
Yet another way to hone the audience you reach with your cleaning company PPC is to use custom audiences in Google Ads. Custom audiences are a feature where you can target your ads toward specific demographics, including:
This is useful if your audience tends to share several broad features. For instance, maybe most of your customers are men between 40 and 70 in Baltimore. You could use custom audiences to target that specific group, meaning you’re reaching a more relevant audience.
4. Use display ads
While the most common place for cleaning service PPC ads to appear is at the top of Google search results, that’s not your only option. Google Ads also allows you to create display ads, which appear in the margins of third-party websites.
Display ads can be a useful alternative to search ads because they give you a chance to reach people who might not find you through Google searches. Someone may not think to hire a cleaning company until they see your ad, in which case they wouldn’t have searched for it.
You can choose what sorts of websites you want to target, so you can aim for sites that relate to what your business does.
5. Harness the power of RLSA
Your PPC is meant to drive conversions, so you want to reach the people who are most likely to convert — namely, the people who have already expressed interest in you.
The best way to reach that select audience is with remarketing lists for search ads (RLSA), which allow you to target people who have previously visited your website. You can have Google track users who visit specific pages on your site, and then it will target your ads to those users.
Since those people already have an interest in you, your ads will likely be more effective on them, driving higher conversion rates for your cleaning service PPC.
6. Use ad extensions
Yet another cleaning service PPC feature available through Google Ads is ad extensions.
Most PPC ads are simple — closely mimicking the look of organic results. They consist of a title tag (which links to the landing page) and a short meta description underneath. But with ad extensions, you can provide more information to users before they even click.
Information you can display through ad extensions includes:
- Phone number
- Links to specific website pages
Ad extensions can serve to catch users’ eyes and entice them to click. Maybe the ad title doesn’t sound compelling, but they decide to click because of the phone number or a sitelink.
7. Watch competitors
PPC for cleaning companies can be highly competitive. Odds are you’re not the only cleaning service in your area, and the others will be vying for the same keywords as you. To keep ahead of them, you need to be aware of their PPC campaigns.
You can spy on your competitors’ PPC by simply observing the ads they display for keywords that you also want to rank for. Then you can optimize your own ads to surpass or counter whatever it is you see them doing.
The idea here isn’t to copy your competitors, but to take inspiration from their successes and take advantage of their failings, so you can still get the traffic you want.
8. Monitor results
PPC for cleaning services doesn’t end when you first launch your campaigns. Once your ads are up and running, you have to move to the next stage — monitoring the results and reoptimizing them as needed.
Google Ads will let you view various metrics like click-through rate (CTR) and conversion rate, which give you a clear sense of how well your ads are performing. You can pause or improve underperforming ads, while successful ads might deserve a larger portion of your budget.
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Let WebFX help you drive results with your cleaning company PPC
Ready to start driving top-notch results with your PPC? WebFX can give you a hand! We know PPC for cleaning companies, and our more than 1000 testimonials prove that our clients trust us to take their marketing above and beyond.
With our PPC services, you’ll receive help optimizing your campaigns for all the tips listed above and more. You’ll also receive a dedicated account representative to keep closely in touch with you about everything we do.
Just call 888-601-5359!