Hi there,
Thanks for reaching out, I'm happy to give you some initial thoughts and guidance on your advertising strategy. I understand you're looking to increase ad impressions for your cleaning company and have identified 6 pm as a peak time. Here's a breakdown of how you can leverage this information and some broader considerations for your ad campaigns.
Understanding the 6 PM Peak
Firstly, the fact that you've identified 6 PM as a high CTR time is really valuable. It suggests this is when people are actively searching for cleaning services in your area. This could be due to various reasons – people getting home from work and realising they need help, planning for the weekend, or simply having more free time to browse. Whatever the reason, you need to capitalize on this insight.
Choosing the Right Platform
For a local service like a cleaning company, Google Search Ads or Google Local Services Ads are generally the most effective platforms. Here's why:
Google Search Ads: People searching for cleaning services are likely to use Google. Search ads allow you to target specific keywords related to your services and location. This ensures your ads are shown to people who are actively looking for what you offer.
Google Local Services Ads: These ads appear at the very top of Google search results and include your business name, phone number, and star rating (if you have Google reviews). They are specifically designed for local service businesses and can be a great way to attract immediate attention.
Actionable Recommendations
Here's a table summarising my recommended actions:
| Area | Recommendation |
|---|---|
| Ad Platform | Focus on Google Search Ads and/or Google Local Services Ads |
| Keywords | Target location-specific keywords like "cleaning service near me," "house cleaning [your city]," "apartment cleaning services" |
| Ad Scheduling | Schedule your ads to run more heavily (or exclusively) during the 6 PM peak. |
| Landing Page | Ensure your website or landing page is optimised for conversions, with a clear call to action (e.g., "Book Now," "Get a Free Quote"). |
| Mobile Optimisation | Make sure your website is mobile-friendly, as many people search for local services on their phones. |
Keyword Targeting in Detail
Let's delve deeper into keyword targeting, as it's crucial for success with Google Ads. Think about the specific services you offer and the terms people use when searching for them. For example:
- General Cleaning: "house cleaning services," "apartment cleaning," "deep cleaning"
- Specific Services: "window cleaning," "carpet cleaning," "move-in/move-out cleaning"
- Emergency Services: "emergency cleaning services," "urgent cleaning help"
- Location-Based: "[your city] cleaning services," "cleaning company near me"
Use a mix of broad and specific keywords to reach a wider audience while also targeting those with very specific needs. You can also use negative keywords to exclude irrelevant searches (e.g., "cleaning jobs," "DIY cleaning").
Ad Scheduling Strategies
Ad scheduling (also known as dayparting) is the key to leveraging your 6 PM insight. In Google Ads, you can adjust your bids based on the time of day. I'd suggest you:
Increase bids during the 6 PM peak to ensure your ads are shown more frequently. This can significantly boost your impression share and CTR during this high-activity period.
Monitor performance closely to fine-tune your schedule. You might find that the peak extends beyond 6 PM, or that other times of the day also perform well.
Consider running ads exclusively during your peak hours to maximise your budget and focus on the most valuable traffic.
We'll need to look at traffic quality and your website...
Make sure that your website or landing page provides a seamless experience for potential customers. A few critical elements:
- Clear Value Proposition: Immediately communicate what makes your cleaning services unique and why customers should choose you.
- Easy Booking Process: Make it simple for people to request a quote or schedule a cleaning. Online booking forms, prominent phone numbers, and live chat can all help.
- Trust Signals: Display testimonials, reviews, and any certifications or awards you've received. This builds trust and credibility.
- Mobile Optimisation: Ensure your website is mobile-friendly, as many people search for local services on their phones.
It's important to look at how many visitors to your website are actually turning into customers. Are they dropping off at a certain point? For example, high traffic to your start page but low rates of people looking at specific services could mean people can't find what they are looking for, bad website design or page speed issues. Low rates of people requesting quotes after looking at specific service pages could mean that the pricing or offering isn't right, or that the website isn't persuasive enough.
I'd say you need to give it more time...
B2B sales cycles can be long, particularly when you're asking businesses to switch software. It takes time for them to evaluate options, get buy-in from stakeholders, and migrate their data. Don't expect immediate results. You might need to experiment with different trial periods to find the sweet spot. A longer trial gives users more time to explore the software but may also attract less serious leads. A shorter trial creates a sense of urgency but may not be enough time for users to fully evaluate the software.
Budget Considerations and Expectations
Advertising costs can vary significantly depending on your location, the competition, and the keywords you target. As a general guideline, I usually recommend small businesses start with a monthly ad spend of around $1,000 to $2,000. This allows you to gather enough data to optimise your campaigns effectively. However, the ideal budget will depend on your specific needs and goals.
Could expert help work for you?
Implementing a successful advertising strategy can be complex and time-consuming. If you're feeling overwhelmed or unsure where to start, you might want to consider working with an experienced advertising agency. We've helped many businesses in similar situations achieve significant results.
We have a client in HVAC who are in a competitive area, and they are seeing costs of around $60/lead. We’ve run ads for childcare services where the CPL was around $10 per signup. And our best consumer services campaign was for a home cleaning company which got a cost of £5/lead. We have the expertise to help you optimise your campaigns, target the right audience, and maximise your return on investment. We could conduct an audit of your current advertising efforts (if any), identify areas for improvement, and develop a tailored strategy to achieve your business goals. We'd start with Google Search Ads or Google Local Services Ads to target people who are already searching for the types of cleaning services you offer. We'd also look at ways to optimise your website and landing pages to improve conversion rates.
I'd be happy to offer you a free consultation to discuss your specific needs and how we can help you grow your cleaning business.
Regards,
Team @ Lukas Holschuh
