Hi there,
Really happy to give you some initial thoughts and guidance on your Google Ads issue. It sounds really frustrating to have your campaign performance nosedive after switching accounts, especially when you feel like you've replicated the setup.
We'll need to look at your Google Ads setup...
First off, I'd say don't beat yourself up too much about it. Loads of people struggle with Google Ads, particularly with those initial credit offers. It's often a case of Google wanting you to spend the money more than actually caring about the results *you* get.
The Credit Trap: You're probably right, that $1800 credit could well be the culprit. Google's goal with these offers is primarily to get new businesses hooked on advertising. Their incentive isn't necessarily aligned with your need for quality leads. This often leads to broad targeting and less-than-ideal keyword selection, simply to burn through the credit quickly.
Landing Page Woes: Just had a quick look at your website too, and tbh, it could do with some TLC. Google prioritises user experience. If your site's slow, clunky, or doesn't look trustworthy, Google's gonna penalise you. Also, the conversion rate optimisation is key. When someone clicks an ad, it is imperative that the landing page is relevant to the ad and encourages immediate engagement (e.g., a clear call to action for a free quote or booking).
I'd say you should check your keywords...
Keyword Quality: I'd recommend digging deeper into your keywords. Are they *truly* reflecting what people are searching for when they need window cleaning? Avoid overly generic terms. Instead, focus on long-tail keywords that capture specific needs and locations (e.g., "residential window cleaning [your town]", "gutter cleaning services near me"). Also, negative keywords are so important. You're gonna want to block out people looking for window cleaning jobs etc. It'll save you burning through money needlessly.
Ad Copy Concerns: Your ad copy needs to grab attention *immediately*. Think about what makes your business unique. Are you offering eco-friendly cleaning solutions? Do you have a satisfaction guarantee? Highlight these aspects in your ads. Use strong calls to action that entice potential customers to click (e.g., "Get a Free Quote," "Book Your Window Cleaning Today"). Also make sure your location is mentioned in your ads. The ad relevance to the keywords and the users search intent is also super important.
Location, Location, Location: Double-check your location targeting. Narrow it down to the specific areas you service. Don't waste money showing ads to people outside your service radius. Google Ads allows for very granular location targeting, so take advantage of it. Set a service area, not just a town.
You probably should consider the campaign structure...
Campaign Structure: You could maybe try structuring your campaigns more granularly. Different campaigns or ad groups for different services? Different campaigns for different locations? If you only target one location this shouldn't matter so much.
Bidding strategy: What type of campaign have you set up, and what type of bidding are you using? Maximize clicks? I wouldn't. Conversions are what matters.
Ad Scheduling: Have a look at your scheduling as well. It's super important. When are the best times to reach your target audience? Do you want to run ads on a Saturday night? Or is that a waste of time? If you can't take calls during the day, you can schedule the ads to only run when you are available. You could also add a callback widget to your website so people can leave their number and you can call them back when you are available.
You'll need to improve the website...
Website Audit: And speaking of your website, a few things stood out: the site felt a bit slow (which can hurt your Google ranking), and it wasn't immediately clear what areas you service (important for local SEO and ad relevance). I'd suggest improving the site loading speed (optimize images, use a caching plugin), adding a clear service area map, and including testimonials to build trust.
Mobile Friendliness: Most local searches happen on mobile. Make sure your website is fully responsive and provides a seamless experience on smartphones. A clunky mobile site will deter potential customers.
Calls to Action: Be clear about what you want visitors to do. Prominently display your phone number, have a "Request a Quote" button above the fold, and make it easy to schedule a service directly from your website.
I've detailed my main recommendations for you below:
| Area | Recommendation | Why |
|---|---|---|
| Google Ads Credit | Re-evaluate campaign setup from scratch | Ensure alignment with genuine customer needs, not just credit spending. |
| Keywords | Refine targeting with long-tail, location-specific keywords + negative keywords | Reach the most relevant audience and reduce wasted spend. |
| Ad Copy | Create ads that highlight unique selling points and clear calls to action | Attract attention and entice clicks from qualified leads. |
| Location Targeting | Precisely define your service area | Avoid showing ads to irrelevant locations. |
| Website | Improve loading speed, add service area map, and include testimonials | Enhance user experience and build trust. |
Now, you could try and sort all of this out yourself, but honestly, Google Ads can be a bit of a nightmare. And sometimes it's worth getting a professional to sort out the messy stuff.
We've worked with other businesses and seen some great results. I remember one software client we worked with, where we managed to get 3,543 users at £0.96 cost per user using Google Ads. I'm confident we can help you get back on track.
If you're interested, we offer a free consultation where we can dive deeper into your specific situation and provide tailored recommendations. It's a no-pressure chat where we can explore how we might be able to help.
Regards,
Team @ Lukas Holschuh
