Want to double your cleaning service site’s revenue?
In that case, follow the lead of most businesses.
They invest in Google Ads. And for every $1 they spend on Google Ads, they get back $2.
So if you’re ready to step up with Ads but don’t know how to start, I’ll help you.
In this post, we’ll walk through a step-by-step process on how Google Ads works. This way, you can use it to generate more traffic and increase profits for your cleaning business.
How Does Google Ads Work?
Google Ads is an advertising system. It lets advertisers bid on particular keywords to make their clickable ads appear in Google search results.
See those results at the top of search engines that tell you that they’re an ad? Well, they are byproducts of an Ads campaign.
Below is an example. Mainly, it’s what comes up in Google search results if someone searches for “cleaning services colorado springs” (keywords):
Think of it from the point of view of a person who’s offering cleaning services. If someone approaches you and says that they are willing to tell hundreds of people that you clean houses, wouldn’t you want to take them up on their offer?
Anatomy of a Google Ads campaign
If you’re wondering whether Ads is free to use, here’s the answer:
No, it’s not.
Because advertisers need to pay to use the system, it’s one of the means that Google makes money. As for how much money, it depends.
The costs of ads differ because each ad is unique. Many factors come into play, and the particular costs are mainly based on the kind of ad that advertisers want to run.
Calculate your budget
The idea is to find out how much you can spend on Ads without your well running dry unexpectedly. If you can’t pay your ad campaign comfortably, it may not work as effectively as you want.
To calculate your budget, just follow this formula:
Budget = Average of days in a month * Daily Budget
And to get the amount for the daily budget, here’s what you need to do:
First, go to the Google Keyword Planner. Then select Get search volume and forecasts.
Then enter your keyword and click GET STARTED. In the image below, let’s go with “commercial carpet cleaning” as the keyword.
You will then land on a screen that reveals the Daily Budget for your keyword.
Bidding for keywords
The Google Ads marketplace is an auction. It’s like when you bid on an item that you want to buy on eBay. To be awarded the item, you need to be the highest bidder.
That’s how it is with Ads, too. Advertisers place bids for clicks.
But here comes the catch:
The Ads marketplace doesn’t work like a typical auction.
In typical auctions, bidding with the highest amount of money makes you the winner. However, when bidding in the Ads marketplace, the bidder who places the highest bid amount doesn’t always win.
When dealing with Ads, what can help you take home the gold is if you follow this formula:
Winning bid = Good bid + Quality ads
Analyze your competitors
Competitive intelligence. That’s what you call the early stages of outranking your competitors.
It’s a game-changer. It will help you find out what it takes to outrank the competition.
Let’s say you want to be the best provider of cleaning services in your area. Well, to get there, you have to know how well other cleaners are doing. If they offer services that are better than yours, you can’t say you’re the best, can you?
Optimize your landing page
Do you know about the 92:1 ratio? This number points out the fact that for every $92 that advertisers would spend on getting traffic, they are willing to only shell out $1 for conversions.
The job of Google Ads is to direct people to your site. Converting those people into customers is the next step. And it’s on your end of the bargain.
So, optimize your landing page. Below, you will find some tips:
- Include contact information – Make sure your potential customers can easily reach you.
- Create clear CTAs – Simple and straightforward calls-to-action are what people prefer.
- Use effective headlines – Determine which headlines convert best. You can perform an A/B split test to find out.
Set up your Ads campaign
As you work on your Ads campaign, make sure to hit the pause button. This way, you can optimize all its elements properly before it goes live.
To do this, you can go to the Overview of your campaigns. Then click on a particular campaign’s name and click the section that says Enabled. This will then reveal a dropdown menu where you can select Paused.
Just refer to the image below to know where to click.
Do Google Ads Work?
If lots of people invest in a product, you get the feeling that their investment is worth checking out.
That said, 7 million advertisers put in $10.1 billion — yes, that much money — in Google Ads back in 2017. That’s because they know that if done right, these things are a gold mine.
Here’s a look at how three digital marketing teams used Google Ads to fuel their clients’ business:
Main Street ROI
In its blog, Main Street ROI shares the story of a client who provides appliance repair services. There, you can see how that business reaped the rewards of Main Street ROI’s hard work with a 41% increase in conversions and a 33% reduction in costs.
How Main Street ROI runs Ads is simple. To help the service business come out on top and let go of some costs, it puts a well-structured campaign in motion.
To get into the specifics, it created unique campaigns for every service that its client provides. It then used conversion tracking, removed keywords with a low-quality score, and maximized its budget. And as a cherry on top, it went ahead and optimized the ad copy.
With Search Engine Marketing (SEM) as its forte, 9 Clouds reviewed all of its work when WordStream revealed the Google Ads industry benchmarks for the automotive, health and medical, and industrial services. The 2018 announcement shed light on average metrics, including click-through rates and conversion rates.
So here’s what it did:
It assigned a dedicated Ads manager to each client. This manager would conduct keyword research as a means of identifying cost-effective keywords. He will then take care of optimizing the client’s account weekly.
The result? Relevant, action-driven ad copies worth sharing on Google and other search partners
And after reviewing 25 clients, it came to 9 Clouds’ attention that its approach to Google Ads works wonders. The click-through rates were at 92%, and the conversion rates were above 100% of the industry average.
The client was AP Lazer, a laser machine company in the US. It had an actual ad spend of $10,000, which confirms that it knows that Ads is good for business. But while the laser company had a strategy, it wasn’t converting into cash.
At that point, what AP Lazer needed was help from experts, which is why they went with Alkries LLC.
The main goal of the agency is to guarantee AP Lazer fast exposure by helping it land on the top three, which generates 46% of clicks in search results.
So after the digital marketing experts took over the laser company’s ad strategy, the numbers skyrocketed.
Here’s a bar graph that shows the numbers before Alkries LLC entered the picture:
Now, here’s a bar graph that shows the numbers after Alkries LLC applied a fix:
Let’s also talk about the elephant in the room:
Google Ads can be expensive. And if an increasing number of cleaning businesses are also going down this road, the competition will be tighter, which means the advertising system will only get more expensive.
Turning to Google Ads alternatives such as Amazon Ads and Bing Ads is fine. But unlike these alternatives, a higher number of searches — billions, to be exact — are conducted through Google. And for your business to get exposure to that much heat, using Google Ads is the way to go.
Besides, if you want to make it big, shouldn’t you be ready to play big, as well?