Promotion of a Cleaning Company with Google Ads

PPC Campaign Management Services

In early 2020, we were contacted by a Canadian cleaning company. It was founded by a family from Ukraine back in 2014. We signed an NDA with this client, so we'll keep the company's name confidential.

$62,190

advertising campaign budget

497,493

impressions of the advertising campaign

13,637

clicks

$4.56

average cost per click

2,872

conversions

$18.01

average price per conversion

Details

GEO

Montreal, Canada

Target audience

Commercial real estate owners, residents of apartments and private houses, families with children

Niche

Cleaning company

In 5 years, they have managed to establish themselves in the market and scale up to a company with a staff of 70 people. Their services include various types of commercial and residential cleaning. The owners of this business turned to us for help in setting up and launching advertising for their services. After conducting research and communicating with the client, we took on the project.

The task

Client: cleaning company
Purpose: application for cleaning
Traffic: Google Ads
Duration of work: 2.5 years

Work progress

Product analysis and preparation for advertising launch

We started by studying the services of the cleaning company and identifying the target audience. We audited the website to make sure it was optimized and usable (UX), as this affects the conversion of visitors into customers. At the same time, we checked the availability and correctness of analytics settings to track campaign results and adjust them in real time. We paid special attention to the readiness of the sales team. We discussed with the client the importance of preparing sales managers to process requests received through paid advertising, as such requests may differ from traditional channels.

Developing a promotion strategy

Based on the analysis, we chose search advertising as the main channel for promotion. Search ads were customized for key queries related to cleaning services for both commercial and residential premises in Montreal. This made it possible to accurately target ads to users who are actively looking for cleaning services. We also prepared several additional remarketing strategies to reach site visitors who did not leave a request the first time.

Set up and launch an ad campaign

We set up a search campaign with a focus on queries related to cleaning services, cleaning services, and office cleaning. We included keywords that cover different audience segments and tested several ad variations. We also conducted a test run of the ad campaign to determine which audiences and ads worked best. We used analytics data to adjust campaigns in real time.

Optimize your advertising campaign

Based on the results of the test run, we made adjustments to the advertising campaigns. We disabled ineffective keywords, increased bids on high-converting queries, and refined ads to increase their click-through rate. We also used remarketing to re-engage users who had visited the site but did not leave a request.

Campaign management and analysis

For 2.5 years, we regularly ran the campaign, tracked its results, and made the necessary adjustments. In the process, we managed to steadily reduce the cost per conversion and increase the number of applications.

Solution for a cleaning company

When developing a promotion strategy, we focused on search advertising, as well as testing other formats from Google. In this case study, we will show how we worked with search advertising, which brought stable results for 2.5 years, provided that we adjusted and updated campaigns in a timely manner.

We checked the traffic before launching:

Analytics. When working with any type of paid traffic, it is important to pay attention to setting up analytics that will help you achieve the best results. That is, it will be easier for robots to track and find the target audience that is most likely to convert.
Website optimization. We also recommend checking your website for optimization and UX before launching traffic. This will help to significantly increase the conversion rate on the site when it is created conveniently and clearly for the user.
The readiness of the sales department. Many people forget about this point, but it is important to prepare your sales managers before launching traffic, since these applications are more specific in processing than those that came through word of mouth or branded requests.

Implementation of the promotion of a cleaning company

Key results

$62,190

advertising campaign budget

497,493

impressions of the advertising campaign

13,637

clicks

$4.56

average cost per click

2,872

conversions

$18.01

average price per conversion

As a result of the project implementation for the period from May 2020 to May 2021, we received the following results:

Advertising budget: 85,383 CAD / 62,190.84 USD
Conversions received: 2,872
Average price per conversion: 24.73 CAD / $18.01.
Average cost per order: from 45 CAD per hour / $32.78.

Overview of the advertising account:

Conclusions

We saw that the search campaign was the most effective for the client, so we recommended focusing more on it and increasing the budget. In addition, to further increase the number of applications, we suggested using remarketing to visitors to individual services.

Therefore, when promoting services, we always recommend doing the following:

Setting up in-depth analytics
Making a test run of an advertising campaign
Understanding which audiences buy best
Scaling advertising to audiences that bring a return on investment

In our case, the client was satisfied with the team’s work because we were able to achieve the results set at the beginning of the cooperation – a large reach at a low price.

Our experts will be happy to assist you in running targeted advertising on a turnkey basis. Leave a request, and our specialist will advise you in detail.

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