Solved: Google Ads - Best Ad Rotation Strategy for Local Business

Hi there,

Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your Google Ads ad rotation strategy for your window cleaning business. Sounds like you're wanting to know which ad rotation setting is better for creating "winning" ad formats, is it "best performing" or "rotate ads indefinitely".

Here's my take on it...

We'll need to look at ad rotation...

First things first, I'd steer clear of "best performing" - I'd recommend "rotate ads indefinitely" instead when you are trying to figure out what ads perform best.

I get why Google offers the "best performing" setting. It sounds really good in theory, doesn't it? Like Google's AI will magically figure out the top ads and show them all the time. But in my experience, it can be a bit too eager to can ads. It's based on initial data, and it might drop ads that actually have potential to perform better over time. Especially if you're dealing with lower search volumes like you probably are in a local market, you want to make sure all ads have an equal chance to perform.

Also, think about it this way: even if an ad isn't the absolute best right away, it might still convert some people. And those conversions are valuable, right? You don't want to miss out on them by cutting off the ad too soon.

One thing I will say is that, if you've got "rotate ads indefinitely" selected, you still should be taking a good look at your ad performance regularly. Keep testing new ad variations, and pause the ones that are consistently underperforming - e.g. an ad has a low click through rate even after a good while.

I'd say you need a proper testing strategy...

I'd recommend having a proper testing strategy. As I mentioned above, it's good to keep adding new ads as you find underperforming ones.

And when you're testing, don't just change one or two words. Make really distinct variations. Test different headlines, different descriptions, and different calls to action. Like, really go for it!

Consider these ad copy points:

• Pain points: Talk about the benefits of window cleaning – clean, streak-free windows, increased curb appeal, improved natural light. Address pain points like hard water stains, pollen buildup, or just the hassle of doing it yourself.
• Problem-Agitation-Solution: Use the PAS framework: Identify the problem, agitate the issue, and then present your window cleaning service as the solution.
• Discounts and Promotions: If you're running any special offers, be sure to mention them in your ad copy. Things like first-time customer discounts, package deals, or seasonal promotions can be a real draw.
• Call to Action: Have a clear call to action like "Book Your Window Cleaning Today," "Get a Free Quote," or "Schedule Now."

Also, remember to include any keywords in your ads that your customers might be searching for, e.g. "window cleaners near me", "local window cleaning services", or "residential window cleaning".

You probably should focus on local targeting...

This is something I see so many local businesses neglect.

Are you targeting the right locations? With a local business like yours, you really need to nail your location targeting. Make sure you're only showing ads to people in the areas you actually serve, otherwise you're just wasting money on clicks from people who aren't potential customers. E.g. if you're based in Bristol, you wouldn't be wanting to get clicks from people in London.

Also, use location extensions in your ads. These show your business address and phone number, which can really boost trust and encourage people to call you. Plus, Google loves local businesses, so it can improve your ad ranking.

Consider these targeting options:

• Radius Targeting: Set a radius around your business location to target potential customers within a specific distance.
• Zip Code Targeting: Target specific zip codes where your ideal customers live or work.
• City or Region Targeting: Target entire cities or regions where your services are in demand.
• Demographic Targeting: Target specific demographics such as homeowners, families, or professionals who are more likely to need window cleaning services.

You can also test different bid adjustments for different locations. If you know that one area is particularly valuable for your business, you can increase your bids in that area to get more visibility.

You'll need to think about ad formats...

Think about the ad formats that are going to work best for you to reach your customers. The most common format is just a standard text ad. But depending on your budget, you might be interested in video, display or shopping ads.

What do you need to relay in your ads? Is it information about your services, testimonials, or perhaps a pricing list? The answer to this question should inform which ad formats you use.

Some text ad formats to test are:

• Value Proposition: Highlight the unique benefits of your window cleaning service, such as eco-friendly cleaning products, trained professionals, or satisfaction guarantee.
• Customer Testimonials: Include short testimonials from satisfied customers to build trust and credibility.
• Special Offers: Promote limited-time discounts or package deals to encourage immediate action.
• Problem/Solution: Identify common window cleaning problems and offer your service as the solution.

I've detailed my main recommendations for you below:

Anyway, I hope these initial thoughts and guidance are useful for you. Just to let you know that we help businesses with paid advertising and love seeing the results clients get. For example, we helped a software client get 3,543 users at £0.96 cost per user using Google Ads. So hopefully some of what I've written above is useful to you.

Of course, optimising Google Ads can be tricky if you don't have experience and expertise in the area. It's easy to waste money if you don't know what you're doing. It may be worth considering expert help - we offer a free consultation where we can go through your Google Ads strategy and account and give you tailored recommendations. Feel free to book in via the link in our bio.

Regards,

Team @ Lukas Holschuh