I recently had a cleaning business owner ask me about Pay Per Click Advertising (PPC). They were spending a hefty amount of money every month and wondered why it didn't seem to be bringing in any results. So I asked to see a sample of their ad. It looked something like this:
Residential & Commercial Cleaning
Lowest Price Guaranteed
Can you tell me what's wrong with this ad? Did it grab your attention? Did the Lowest Price Guaranteed attract you? I took one look and thought, B-O-R-I-N-G! And mentioning "lowest price guaranteed" sounds desperate to me. It's hard enough to make a good profit in this business, and if you're trying to get business based on being the lowest price in town, you're probably not going to be in business for long.
This got me looking at other PPC ads for cleaning companies. Most were similar, in that there was nothing interesting or attention grabbing. And none of these examples addressed any pain or problem that their prospects have. Here are more examples:
Janitorial Cleaning Business
We Service All Types Of Facilities.
Get Your Custom Quote Today!
Licensed, Insured, and Bonded
Detailed and Affordable Cleaning
Professional Janitorial Services.
Contact Us Today.
If you want to attract people that are serious about finding a cleaning company, then they need to feel you understand their problem and that you have a solution for them. You also need a strong call to action. It's no different from any other type of advertisement you create. And you need to do it in a very limited space since Pay Per Click ads have limited characters available.
The second mistake I see cleaning business owners make is that they send people to the home page of their website instead of sending them to a landing page. The cleaning business owner that contacted me said "it didn't seem to be bringing in any results." That's because their ad went straight to the home page of their website so they had no idea what happened once the person clicked through to the site.
What I recommend you do instead is create a landing page that doesn't attempt to get them to buy right away. Yes, that's right - don't try to sell to them right away. That's because you haven't yet built any trust with them. Instead, offer some information of value that is directly related to whatever their problem or pain is. You want to offer valuable information in the form of an ebook, white paper, or some sort of audit so that you can collect their email address in order to build a database of prospects.
Explain that once they receive this valuable piece of information, you'll give them even more great tips on the topic. THAT is when you can start the real marketing to convert them to being a paid client. A word of warning though; once you have their email address, do not start blasting them with promotional emails. The idea is to provide great information that starts to build trust, so that when the time is right, it's YOU they call.
If you were going to spend money on a Pay Per Click ad for your cleaning company, what would YOU say in your ad? Please post your comments below.