This is a question that anyone new to AdWords is going to justifiably ask. Many people will have had a bad experience with AdWords and scream that the answer is an emphatic yes, whilst others who have never used them will also claim this to be true simply because this is the perceived wisdom.
However, it's not really the right question to ask!
What you should really be asking is what return you are getting, or going to get from the AdWords, and therefore whether it's value for money.
At my old carpet cleaning company we used to spend in the region of £140,000 per year, which by any estimate is a lot of money. However, I had 10 technicians out on the road, so looked at another way, that was £45 of advertising per technician per day and each of those technicians was doing roughly £350 - £400 of work per day. So although most people would have a heart attack at the thought of spending £140,000 per year on AdWords, most people would think it perfectly reasonable to spend £45 on them if in return you're earning upwards of £400.
One of the most important metrics in AdWords (if not the most important) is the Cost per Conversion (usually shown as cost/conv). This is your total spend divided by the number of conversions, so if for example you spend £100 and get 10 conversions, your cost/conv is going to be £10. How much your cost/conv should be depends very much on your industry and thus your average price, and should be factored in very much like you would all other 'per job' costs such as wages, chemicals, diesel, admin etc. If your average job is valued at £150 then paying £15 per conversion isn't so bad as it only represents 10%, but if your average job price is only £60, that £15 represents a whopping 25%.
I specialise in AdWords for Cleaners, so can't speak with much authority on retail, insurance or any number of the countless industries that use AdWords. For them, £50 or even £100 might be a reasonable cost/conv, but in the cleaning sector I tend to think that £10-£15 per conversion should always be the aim. If you can hit this amount then you should be seeing an excellent return on your investment. If you're paying more, that's when AdWords becomes expensive.
Here at AdWords 4 Cleaners, we do one thing and one thing alone - Google AdWords Management specialising in the cleaning sector.
Every campaign is tailored to each client's specific needs and requirements, and our primary aim is to see you generate as much business as possible at the lowest possible cost.
Just some of the thing we will do to achieve this include:
RESEARCH - we will find you the right keywords, search queries, negative keywords and locations
AD WRITING - we will design, write and constantly A/B test all your Google adverts
MONITORING AND REVIEW - we will constantly monitor your account, updating and changing to maximise performance
PERFORMANCE FOCUS - we will focus on cost per click (CPC), click through rate (CTR), return on investment (ROI)
IDENTIFY GROWTH AREAS - as industry and customers change, we will actively seek out new areas of growth
AD TARGETING - ensuring that all keywords, ads, geographical locations, devices and delivery times are focused on your potential customers
ONE CLIENT, ONE AREA - if you are a cleaning client covering Manchester, you will be the only cleaning client covering that area
NO AUTOMATION - we promise not to use Google automation and all changes will be manually done
LANDING PAGES - clicking Ads is one thing, but we can advise on your landing pages to help those clicks convert into customers
WEB DESIGN - if you are a new business, or feel your website is outdated, we can also offer a web design service
The most important thing we do is to understand your objectives and customers, and then focus everything we do to help you in achieving your goals.
After working in corporate marketing for 10 years I decided to go freelance with a specialism in small business development. Although I was offering a wide range of services from marketing plans through to logo design, it was through the use of Google AdWords that was enabling the most growth.
A chance conversation with a client who was formerly a carpet cleaner got me thinking that maybe if I was able to make money for my clients' businesses via AdWords that I could do that for myself and Pro Carpet Cleaning Ltd was born.
Less than eight years later in January 2021 I sold that business for a six figure sum and in that time it grew from myself and one other to a team of 13 servicing over 8000 clients a year and with a turnover approaching £1m. AdWords were the sole way of generating new business....and it worked!
Having made a success of Pro Carpet Cleaning I'm now offering my knowledge and expertise in the sector to any cleaning firms that want to use AdWords, or are using them and think they could be performing better.
There are lots of people who understand AdWords, but I also understand the cleaning sector, the way your clients search, and using AdWords for myself I made a fair chunk of money. Not many people can say that!
If you like what you're seen and would like to find out more, please feel free to get in touch
By Phone
07813 648470
By Email
info@adwords4cleaners.co.uk
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