Google Ads for Carpet Cleaners: A Complete Guide

What Are Carpet Cleaning Business Google Ads?

Google Search Ads help get your business featured high up on the first page of results when people search for something related to carpet cleaning jobs. Google also offers display ads that show up on websites in the Google network.

Ninety percent of people only click links on the first page of Google, so paying for Google Ads helps you get more visitors to your website. 

How do Google Ads work?

Google Ads is a fast, automated auction. Whenever someone searches for a keyword or phrase that fits the ad criteria, all the ad accounts automatically bid against each other. The auction process works as follows:

• Keyword Targeting: You pick keywords that people will likely search when looking for a carpet cleaning business. 

• Ad Auction: Each time the keywords are searched, an auction starts. Your ad enters the auction if you’ve bid on the related keyword.

• Bidding: You set a max bid for a click and adjust the bid to control spending.

• Ad Rank: Google evaluates your ad quality and relevance to the searcher, search context (e.g., device and location), and the impact of any ad extensions you use. 

• Ad Display: Ads that win the auction are shown higher on the search results page. 

• Payment: You only pay if someone clicks on your ad, known as pay-per-click (PPC).

• Ad Formats: Choose from different formats—text ads, display ads, video ads, and more.

• Targeting Options: Show your ads to people who match certain demographics or interests. You can also retarget people who’ve visited your website in the past.

• Performance Tracking: See how your ads are doing and make adjustments. 

What Are The Benefits of Using Google Ads for Carpet Cleaning Businesses?

You’re looking for people who are actively searching for carpet cleaning services. Google Ads does this in a much more focused way than traditional marketing.

• Increased Website Traffic: You get more traffic to your website when you’re at the top of Google search listings.

• Targeted Reach: Target your ads more accurately compared to traditional print or broadcast ads. You can target by demographics such as age, gender, and income. You can also use behavioral and contextual data to target a specific audience.

• Local Targeting: Focus ads on local business areas. Google Local Services Ads show up when people search for carpet cleaning in your area.

• Flexibility: Adjust your budget and targeting based on performance. If a campaign doesn’t work, quickly shift your budget to a more effective one or adjust targeting.

• Faster Results Compared to SEO: SEO takes weeks or months to show results, whereas Google Ads gives you instant visibility. 

• Competitive Edge: Levels the playing field, with smaller businesses able to compete with larger competitors through strategic bidding. 

• Seasonal Campaigns: Capitalize on peak times by adjusting ads during spring cleaning or holidays. 

• Measurable Results and ROI: Track views, clicks, and the number of people who contact you. Use the data to calculate return on investment and decide how to spend your ad budget.

• Remarketing: Engage previous visitors with targeted ads while they’re browsing other websites.

• Customer Insights: Integrate Google Ads with Google Analytics for insights into customer behavior and ad performance.

• Cost-Effective: You only pay when someone clicks on your ad, known as PPC advertising.

What Are The Drawbacks of Using Google Ads for Carpet Cleaning Businesses?

Google Ads are a powerful tool for generating leads, but there are some potential downsides: 

• High Competition: If you’re bidding against many other carpet cleaners, you might pay more per click to stay near the top.

• Constant Monitoring: You may have to adjust keywords, bids, and ad copy to stay on top. This can be challenging to manage alongside your day-to-day business.

• Risk of Click Fraud: You might get fraudulent ad clicks, possibly from competitors trying to increase your ad spend. Google tries to keep it in check, but stay alert, as it skews campaign results and increases costs.

• Complexity: The Google Ads platform might be tricky for new advertisers, as it has numerous features and settings. 

• Ad Fatigue: After a while, people might stop noticing your ads. Keep them fresh and engaging with new creative ideas.

• Dependency on Paid Traffic: Relying too much on paid ads is risky. If your budget dries up, competitors outbid you, or Google changes its policies, your traffic and leads could drop off. Mix it up with SEO and other marketing strategies.

What Types of Google Ads Are Used in Carpet Cleaning Marketing Campaigns?

There are four types of Google Ads: search, display, instream, and Local Services Ads. Let's examine the pros and cons of each.

1. Search ads

When people type something like "professional carpet cleaning near me," if you use Google Search Ads, you should appear near the beginning of the listings. You choose keywords to target and match that search intent. For instance, you can include keywords related to location or specialist services. 

The downside is that bidding on highly competitive keywords can increase costs. You must also pay constant attention to your Google Ads account and adjust your strategy to stay on top. 

Examples

Let’s say you specialize in quick response. You could set up an ad that targets searches like, “Emergency carpet cleaning” or, “Same day carpet service.” 

If your business uses eco-friendly cleaning products, you could use keywords like, “Eco-friendly carpet cleaning” or, “Green carpet cleaners.” 

2. Display ads

Display ads appear on relevant sites, such as home cleaning blogs or local news sites in Google’s Display Network of 35 million websites and apps. 

Display Ads allow highly targeted banners, images, animations, or short videos. Striking visuals of clean carpets or specialized equipment in action help you get noticed.

Display ads help you reach people who aren’t actively searching for carpet cleaning but might be interested once they see your ad. They are great for building an online presence but may result in lower click-through rates than search ads. 

Example

Imagine it’s just before Easter when people often do their spring cleaning. You can set display ads reminding people to freshen up their carpets for Easter and offer special deals.

3. Instream ads

Instream ads are shown before or during videos on platforms like YouTube. They are ideal for showing your service to a highly targeted audience. 

However, many viewers resist ads and opt to skip them after a few seconds, so you need to ensure your ad gets your message across quickly or is entertaining in some way.

Example

You could create a short clip showing how well you deal with tough stains. Position this ad before home-related service videos to catch homeowners when they're thinking about home maintenance. You can also share clips of happy customers sharing their experiences with your business.

4. Local Services Ads

Local services ads appear at the top of Google Search results with a “Google Guaranteed” badge. This means Google has verified your business, adding a layer of security, with Google covering claims up to a certain amount.

Local Services Ads allow potential customers to call or message you directly. In this case, you only pay for people who contact you directly, known as pay-per-lead.

ServiceTitan integrates with Google Local Services Ads, allowing customers to book a carpet cleaning session directly from Google Search. 

How Do You Create a Carpet Cleaning Service Google Ads Campaign?

1. Define and set goals for your campaign

What are you looking to achieve? Increased bookings, more website traffic, or more phone calls? Answering this will guide your decisions and help you measure success. 

For example, you might set a goal to increase booking inquiries by 20 percent within three months. 

2. Perform keyword research

Use tools like Google Keyword Planner to determine what people are searching for. Focus on keywords that match your carpet cleaning service, such as "Best carpet stain removal services" or “Carpet cleaning in [location].” Ideally, look for keywords with high search volume and low competition.

3. Set your advertising budget

Begin by calculating your daily budget based on your total monthly advertising spend. 

Divide your monthly budget by 30.4 (the average number of days per month) to determine a manageable daily spend that spreads your investment evenly throughout the month. It's also helpful to align your marketing budget with a percentage of your revenue, commonly two to five percent for B2B and five to 10 percent for B2C sales.

Once your budget is set, revisit your keyword strategy to see which terms you can target within your budget constraints. Input your budget into Google Ads, start your campaigns, and continuously monitor performance. 

Based on the data, adjust your spending as needed, giving more to high-performing ads and less to those underperforming.

4. Build your landing page

Your landing page is where people end up after clicking your ad, so it needs to convey your message clearly. Ensure it's user-friendly, mobile-optimized, quick to load, engaging, and persuasive.

The headline is the most important section to get right, and the intro should be designed to hook the reader. Include social proof to persuade people that your service is right for them.

Finish with a clear call-to-action (CTA) such as “Book Now” or “Get a Free Quote.” Include high-quality images or videos of your work and customer testimonials to make it more appealing. 

5. Create your ad

Google Ads are very short, so you must grab attention and communicate your message quickly. 

As a general rule, the ad should focus on one of four things:

• Benefits: State the benefits of your service, such as fresh carpets, eco-friendly cleaning solutions, or specialist stain removal.

• Problem/Solution: Highlight the problem—dirty carpets—and present your service as the solution—expertly cleaned.

• Social Proof: Include a short testimonial from a happy customer.

• Surprising Fact: Grab attention with a fact, such as carpets often contain more than 200,000 bacteria per square inch, which is about 4,000 times more than a typical toilet seat.

The headline should also contain the main keywords naturally. Include a clear call-to-action and use ad extensions such as call or booking buttons.

6. Track your campaign’s performance

Once your ad is in the digital world, it’s time to analyze the data. The top metrics to track and monitor are:

• Impressions: Tracks the total number of times your ad has been viewed.

• Click-through rate (CTR): Total number of clicks your ad has had compared to the number of impressions. For example, if you had 10,000 impressions and 500 clicks, that would be (500/10,000)*100 = 5 percent.

• Conversion rate: Tells you the percentage of people who book a carpet cleaning session after visiting your landing page.

• Cost per acquisition (CPA) or cost per lead (CPL): How much does each new customer (CPA) or lead (CPL) cost?

• Quality score: Gives you a score for the overall quality of your ad compared to others. It indicates how likely your ad is to be shown to the target market.

How ServiceTitan Can Help You Optimize Your ROI

ServiceTitan offers a range of features to help you get the most out of your Google Ad campaigns. 

One of the most useful features is trackable phone numbers. You can assign a unique phone number to each ad with just a couple of clicks. When a customer calls the number and books a job, ServiceTitan tracks the revenue made from the call, building a clear picture of the ad’s ROI.

Features like Dynamic Call Tracking integrated with Dynamic Number Insertion (DNI) help you track which ads lead to the most calls. It also improves customer experience by reducing unnecessary call transfers.

You can also use ServiceTitan’s scheduling tools to automate appointment booking. Customers can use the tool to book jobs anytime, which means you capture leads outside normal business hours. 

ServiceTitan also makes it easy to connect your Google Ads and Google Analytics accounts, letting you see how well your ads convert into leads and actual sales.

ServiceTitan’s Ads Optimizer cuts wasted ad spend by letting you see engagement across the entire customer journey. You can view ad performance broken down by ad type (text, display, or video) and platform (Google Search or partner sites).  

You can also link ServiceTitan with Google Local Services Ads, which means people can book your services with just one click in their search results. Customers will see available slots in real time, which means no double bookings.

Best Practices for Google Ads in Carpet Cleaning

When it comes to planning, creating, and setting up your Google Ads campaign, follow these proven strategies:   

1. Analyze your competitors’ campaigns

It’s always smart to keep an eye on rival carpet cleaning companies and see what kind of ads they’re running. What specific keywords are they targeting? What special offers or language do they use? This doesn’t mean you should copy them, but understanding their strategies helps identify ways to stand out from the crowd.

2. Optimize your landing page

Make sure it’s clear, fast to load, and mobile-friendly. Highlight what makes your carpet cleaning service unique and trustworthy. Include a simple, clear CTA button, e.g., “Book Now.”

3. Target negative keywords

This might sound strange, but knowing what keywords you don’t want to rank for is just as important as knowing those you do. Add negative keywords to your campaign to save money on clicks from people looking for things you don’t offer, such as “carpet sales” or “carpet dyeing”.

4. Target specific locations

Google Ads lets you target specific locations right down to the neighborhood level. This makes your ads more relevant, which should result in more conversions.

5. A/B test your ads

Try different versions of your ads to see what works best. Change up the headlines, the images, and the call to action, and see which ones perform best. 

Top Google Ads Tools for Carpet Cleaning Services

There are several tools out there to help manage your Google Ads. 

• Google Ads Editor: Free, downloadable app that lets you work on campaigns offline and control several accounts from one interface. 

• Semrush: Keyword research, competitor analysis, and Google Ads optimization, including tools to control ad spend. 

• ServiceTitan Ad Optimizer: Fine-tune your campaigns, focusing on improving conversion rates and maximizing ROI.

• WordStream: Has a range of tools for creating, managing, and optimizing ads, as well as performance reporting. 

• Ahrefs: SEO tools and features such as keyword explorer and competitive analysis tools. 

• SpyFu: See where your competitors rank on Google, every keyword they've bought, and every ad variation they’ve run since 2006. 

• Optmyzr: Advanced PPC management with features like one-click optimization, data insights, enhanced reporting, and automation.

Back to You Now

The ultimate aim of a Google Ads campaign is to rank high in Google search results or to catch attention with ads on partner sites.

If you follow the strategies and guidelines above, you should generate more leads and bookings for your carpet cleaning business. However, ad performance can be tricky to track and manage unless you have the right tools. 

ServiceTitan integrates with Google Ads, Google Analytics, and Local Services Ads to give you a full view of all your campaigns. With ROI optimization features such as dynamic call tracking, you’ll minimize your ad spend while maximizing your leads. 

ServiceTitan is cloud-based software built to help home service companies automate and streamline their business processes. Thousands of HVAC, electrical, plumbing, garage door, roofing, and carpet cleaning contractors have used it to increase their revenue by an average of 25 percent in just one year.