Take a moment to think about how you search for information online. Do you rely on social media recommendations, or do you, like over 90% of the population, start your search on Google?
If you’re like the majority of your customers, you probably type a few words into Google’s search bar and hit Enter. But which words do your customers use to find your carpet cleaning business? Why do they choose those words? And how can you target those customers effectively?
This comprehensive guide will explore how to use Google Ads for carpet cleaners and residential cleaning businesses to reach your target audience online.
What is Google Ads?
Google Ads (formerly Google AdWords) is an advertising platform that operates with Google’s search engine. It requires experience, judgment, and understanding. Let’s begin by answering the core questions: What is Google Ads, and how does it work?
First, it’s important to differentiate between Search Ads and Display Ads.
Google Search Ads (Text)
Google Search Ads appear above the organic search results in Google’s search engine results pages (SERPs). They enable businesses like yours to connect with consumers who are actively seeking information. These ads are often referred to as “pull marketing” because they attract consumers toward your business.
Google Display Ads (Image + Text)
Google Display Ads are shown on websites that participate in the Google Display Network. This form of marketing, known as “push marketing,” targets customers as they browse the web. It serves as a reminder, pushing them back to your website and encouraging them to engage with your carpet cleaning services.
Which One is Right For You?
While there are other types of Google Ads, such as Video and Apps, for carpet cleaning businesses, we recommend focusing on Search and Display Ads. Why? Because these are the two types that yield the best results in this industry.
We suggest allocating 100% of your advertising budget to Search Ads (not to be confused with Dynamic Search Ads). After a few months of driving traffic to your website, you can incorporate Display Ads to further attract and engage potential customers.
How Google Ads Works
Google Ads operates on a pay-per-click (PPC) model. In other words, you are charged each time someone clicks on your ad. Advertisers define their target demographics, such as “homeowners in need of carpet cleaning services,” and bid on keywords they believe their customers will use to find their business. Popular keywords tend to be more expensive to advertise on.
The Principles of PPC Advertising
For Google, click-through rate (CTR) is a crucial metric. CTR represents the percentage of viewers who click on an ad. A high CTR indicates that the ad is relevant and effectively entices your audience to visit your website. Ads with a high CTR will have increased Quality Scores, leading to lower costs per conversion.
To profit from Google Ads, users need to click on your ad and contact your carpet cleaning business, converting it into leads. Conversion Rate reflects the number of users who click on your ad and complete a specific action, such as requesting an estimate or scheduling a service. Google Ads provides reporting and analytics to track conversion rates. Identify the best-performing ads and replace underperforming ones to achieve optimal results.
Keyword Research: Key to Success
What Are Keywords?
Placing your ads in front of the right audience is essential for running a successful Google Ads campaign. How can you achieve this?
Put yourself in your customers’ shoes. Keywords help Google understand search intent, which is closely tied to buyer intent. Which keywords do you think your customers use when searching for carpet cleaning services? Are they searching for “residential carpet cleaning” or “carpet cleaner near me”? Understanding these keywords will help you target the right audience and ignore irrelevant ones.
Choosing the Right Keywords
Consider your ideal customer profile (ICP) and use the language they would use. Common keywords often have high competition. Think of specific keywords that differentiate your carpet cleaning business from your competitors when they appear in search results.
For example, if you specialize in eco-friendly carpet cleaning services, targeting the key phrase “eco-friendly carpet cleaner in INSERT CITY NAME” will help focus your ads. The more targeted your advertising campaign is, the better results you can expect.
To assist with keyword research, we recommend utilizing Google Trends to compare search volume and identify terms that are likely to generate new leads for your carpet cleaning business. A common strategy is allocating a core set of main keywords for most of your advertising budget while continuously testing new keywords each month. Use Google Ads’ reporting tools to evaluate the success of your advertising campaigns and the performance of your target keywords.
Using Google Ads for Carpet Cleaners The Right Way
Understand Your Customer
Boost your conversion rate by understanding what your customers need, want, and expect from your carpet cleaning business. Are they looking for a quick spot treatment or a comprehensive deep cleaning? Analyzing their keyword choices provides insight into their mindset and enables you to tailor your Google Ads and landing pages to meet their specific needs. Avoid using generic ads; create separate ads for each keyword. For optimal results, link each ad to a relevant, dedicated landing page on your website that aligns with the ad’s content.
Set a Daily Advertising Budget
If you’re new to Google Ads, it’s important to avoid overspending. Set a daily budget based on what you can comfortably afford. In the carpet cleaning industry, a single click can cost between $4.00 and $20.00. Based on our experience, we recommend a daily budget of $35 to $55 for target audiences within a population of under 1 million.
Craft Compelling Ads
Headings and descriptions are your primary tools for attracting clicks for Google Search Ads. At the time of writing this article, you have a total of 810 characters to work with.
To make the most of these characteristics, describe your carpet cleaning business effectively. Incorporate your target keywords into both headings and descriptions. Google Ads currently offers 15 headings and four description fields—use all of them.
Include a strong call-to-action (CTA) and highlight unique selling points, such as “Eco-friendly cleaning solutions” or “Certified and Insured technicians”.
And be sure to take advantage of all relevant Google Ads Extensions, such as Sitelinks, Callouts, and Locations – these add-ons will make your add take up more space on the page, giving you more real estate to be seen by the searcher.
Convert Clicks into Leads
Once a consumer clicks on your ad, providing them with a seamless experience is crucial. Why? Because that’s what turns traffic into leads.
A well-optimized landing page plays a critical role in a successful paid search campaign. It should be designed to convert traffic into leads. After thousands of A/B split tests and hundreds of thousands of dollars in ad spends, we can certainly provide you with in-depth information on the features and psychology that goes into a great, high-converting landing page… so give us a call.
Integrate Google Ads into a Comprehensive Strategy
The keywords you choose and the strategies you implement with Google Ads should complement your existing marketing efforts, such as Search Engine Optimization (SEO) and Email Marketing. For optimal results, incorporate the same keywords used in your Google Ads campaigns into your blog posts, emails, and social media content to strengthen your website’s authority.
Remember, running Google Ads should always be part of a broader digital marketing strategy. It should serve as the starting point of your sales funnel rather than a standalone strategy. When someone clicks on your advertisement, they initiate a conversation with your business. While immediate results from an ad campaign can be satisfying, some consumers may require time to evaluate and commit to your services.
Monitor Your Results
When running a Google Ads campaign, measuring your Return on Ad Spend (ROAS) is essential. Similar to Return on Investment (ROI), ROAS evaluates the effectiveness of your advertising campaigns.
ROAS = Total Revenue Generated / Total Marketing Costs
A good target ROAS is anything over 5. In other words, for every $1 you spend on advertising, you should aim to generate $5 in return. We recommend waiting until your campaign has generated at least 30 conversions or has been running for a minimum of 60 days before assessing the results. Keep a close eye on metrics like Click-Through Rate (CTR) and ROAS (or “Conv. value/cost” in Google Ads).
Create a Comprehensive Digital Marketing Strategy with Carpet Cleaner Marketing Masters
PPC marketing may initially seem complex, but it can be a cost-effective method to grow your carpet cleaning business. Understanding how Google Ads works is just the first step in establishing a long-term inbound marketing strategy that generates leads.
Before investing in online advertising, consider scheduling a free strategy call with Carpet Cleaner Marketing Masters. Our team can provide guidance on how to dominate your local market with effective Google Ads campaigns. We offer bulletproof strategies tailored to the needs of your carpet cleaning business.
Remember, successful digital marketing extends beyond Google Ads. It involves integrating various SEO, email marketing, and social media channels to maximize your online presence and attract customers. Carpet Cleaner Marketing Masters can help you develop a comprehensive strategy combining the power of Google Ads and other proven marketing techniques.
Contact us today to take the first step towards growing your carpet cleaning business and achieving long-term success in the digital landscape.
About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.
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