Case Study 4

Boosting Conversions for a Janitorial Cleaning Business through Google Ads Optimization

Background

Our client is a local janitorial cleaning business that wants to get more customers through google ads. Before working with us, their Google Ads campaigns were not performing well. They were spending a lot but seeing only a few new customers.

Challenges

When we first looked at their account, we noticed several problems:

  • The cost per conversion was too high at $107 between April 1 and June 30, 2024.
  • The number of clicks on their ads was only 723, limiting the visibility of their business.
  • They had just 66 conversions in three months, which wasn’t enough to grow their business.
  • They spent $7,040 on ads but didn’t get a good return on that investment.

Objectives

Our goals for the campaign were clear:

  • Lower the cost per conversion to make their ads more affordable.
  • Increase the number of conversions so they could bring in more new customers.
  • Improve the visibility of their services.
  • Use their ad budget more effectively to see better results.

Strategy

To achieve these goals, we made several changes to the Google Ads campaign:

  1. Improved Keywords: We started by researching and selecting better, more targeted keywords. We included phrases that potential customers are likely to search for, such as “affordable janitorial services” or “office cleaning near me.” This helped us reach the right audience and reduce wasted ad spend.
  2. Ad Copy Optimization: We rewrote all the ads to better match what customers were looking for. We highlighted the business’s key benifits, special offers, and their fast response times. We also added strong calls-to-action like “Get a Free Quote” and “Call Now” to encourage immediate clicks and inquiries.
  3. Audience Targeting: We narrowed down the audience targeting to focus on people who are more likely to need janitorial services, such as office managers and property owners. We also targeted specific times of the day when people are most likely to search for cleaning services, ensuring that the ads appeared during peak hours.
  4. Geographic Targeting: The ads were optimized to appear in areas where the business operates. This avoided showing ads in regions where they couldn’t offer their services, which helped save money and focus the budget on high-potential areas.
  5. Negative Keywords: We added negative keywords to prevent the ads from showing up for irrelevant searches. For example, we excluded keywords like “DIY cleaning” or “cleaning supplies,” which attract users looking for products rather than services. This helped in reducing unnecessary clicks and saving on budget.
  6. Bid Adjustments: We moved from manual bidding to smart bidding strategies like “Maximize Conversions,” which allowed Google’s algorithms to automatically adjust bids based on what’s likely to convert. This helped in making the most out of the budget by focusing on high-conversion opportunities.
  7. Landing Page Improvements: To ensure that clicks turn into conversions, we also suggested improvements to the landing pages where people were directed after clicking on the ads. We made sure that the pages were fast-loading, mobile-friendly, and had clear calls-to-action. This created a better user experience, which helped increase conversions.
  8. Remarketing Campaigns: We launched remarketing campaigns to re-engage users who had previously visited the website but didn’t convert. By showing targeted ads to these potential customers as they browsed other websites or used apps, we kept the business top-of-mind and encouraged them to return and complete their booking.
  9. Ad Extensions: We added ad extensions, including call extensions, location extensions, and sitelinks. This made the ads more detailed and clickable. For example, users could click on the phone number directly from the ad to call the business, or use the location extension to see where the business was located.
  10. Performance Tracking and Optimization: Throughout the campaign, we closely monitored performance data such as click-through rates (CTR), conversion rates, and cost per conversion. We made weekly adjustments based on what was working, continually refining keywords, bids, and targeting to maximize performance.

Results

After making these changes, we saw great improvements from July 1 to October 9, 2024:

  • The number of clicks jumped from 723 to 1,880, giving the business more visibility.
  • Conversions increased from 66 to 245, meaning more people were contacting the business.
  • The cost per conversion dropped from $107 to $85, making the ads more cost-effective.
  • The total ad spend increased to $20,900, but this led to a much higher number of conversions, making it a good investment.

Conclusion

By making these simple yet effective changes, we helped the janitorial cleaning business get more customers for less money. The increase in clicks and conversions shows how important it is to optimize your Google Ads campaigns regularly.

Are you finding it hard to get new customers from Google Ads? We can help! Our team knows how to optimize ads to get better results without breaking the bank. If you’re a cleaning business or any other local service provider, we can help you get more leads and grow your business.

Reach out to us today and let’s talk about how we can help you succeed.

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