Hi there,
Thanks for getting in touch! Happy to give you some initial thoughts and guidance on your mobile car detailing business.
It sounds like you're spot on that there's potential to expand, and it's frustrating when ads aren't delivering, eh? I've seen that a lot. Let's look at a few areas where you could see some quick wins.
We'll need to look at optimising your Google Business Profile...
You mentioned Google Local Services ads. Those can be brilliant, but they rely heavily on your Google Business Profile being tip-top. It's not just about ticking the boxes, you need to treat it like it's your shop front.
I'd say you need to:
- Load it up with photos. Not just the odd one or two, but loads. Before and after shots are great. Showcasing your best work builds trust.
- Post regularly. Keep it fresh with offers, tips, or even just highlighting a recent job you're proud of. Shows you're active and engaged.
- Reviews, reviews, reviews! This is massive. Make it super easy for happy customers to leave a review. Follow up with them after the job. Positive reviews are social proof and will boost your ranking no end.
Think of Google Local Services ads as a bit of a black box, where you can't influence the ads, you only have influence on your business profile to increase your ranking. I'd also make sure to enable messages so that potential customers can message you, in addition to calling you.
I'd say you need to rethink your Facebook Ads targeting...
Targeting "people interested in cars" on Facebook? Yeah, that's probably too broad, mate. You're casting a net too wide. It's like trying to sell ice to Eskimos!
Time to get specific. Think about who your ideal customer is. What sort of car do they drive? Where do they live? What else are they interested in?
I'd say you need to:
- Layer your targeting. Combine interests (luxury cars, detailing products, specific brands like BMW or Mercedes) with demographic data (income, home ownership, postcode).
- Get hyper-local. Target people in specific postcodes near areas you want to expand into. Makes sense, right?
- Lookalike Audiences. Upload your existing customer list to Facebook and create a lookalike audience. Facebook will find people who are similar to your best customers. This can be powerful.
I remember working on a campaign for a luxury brand launch where we saw a massive jump in engagement when we started layering our targeting like this.
You probably should focus on your website's mobile experience...
Let's face it, most people will be viewing your website on their phones. If it's clunky, slow to load, or difficult to navigate on mobile, they'll just give up and go elsewhere. You'll be paying for traffic that's just bouncing straight off your website.
I'd say you need to:
- Test it on your own phone. Seriously, go through the booking process yourself. Is it easy? Is it intuitive? Does it load quickly?
- Simplify the booking form. The less information you ask for, the better. Make it as quick and painless as possible.
- Clear Call To Action (CTA). Make your "Book Now" button stand out. Use a contrasting colour and make it big and bold. People should know exactly what to do.
Your website's basically your digital shop window. Make it inviting, easy to use, and optimised for conversions.
You'll need to start retargeting website visitors...
Retargeting ads are a blinder. Basically, you show ads to people who have already visited your website but didn't book. It's a great way to remind them about your service and nudge them to take action.
I'd say you need to:
- Set up retargeting audiences in Facebook Ads Manager. Target people who visited your website in the last 30 days.
- Create simple, compelling ads. A simple ad saying "Still need a detail?" with a link to your booking page can work wonders.
- Offer a special offer. Give them a reason to book now. A discount or a free add-on can be very effective.
I remember one of our clients who sell online courses, we drove 447% ROAS in 1 Week just through smart retargeting tactics on Meta Ads.
This is the main advice I have for you:
| Area | Recommendation |
|---|---|
| Google Business Profile | Optimise with loads of photos, regular posts, and encourage reviews. |
| Facebook Ads Targeting | Layer interests with demographics, target specific postcodes, and use lookalike audiences. |
| Website Mobile Experience | Test on mobile, simplify the booking form, and use a clear call to action. |
| Retargeting Ads | Set up retargeting audiences, create compelling ads, and offer a special offer. |
Implementing these things should give you a solid foundation to start gettin' better results, but it's always gonna come down to testing and optimising to see what works best for your particular business. It's not always easy to implement, so I would start with one aspect at a time, make sure everything is set-up and working and then move onto the next. I know this might seem a lot, and there is a lot involved in running effective ad campaigns, that's why business owners usually turn to specialists to take care of it. It will save you time, money and a lot of stress. I'm always happy to have a chat about your situation.
Hope this is helpful, these are the quick and dirty things you can implement to improve your paid ads, although it's not an exhaustive list of recommendations.
If you'd like a more detailed review of your current strategy and a chat about how we could help you scale your business, book in a free consultation.
Regards, Team @ Lukas Holschuh
