The pool cleaning industry is, like others, highly competitive. Getting customers today is more about how visible you are to your target audience. Establishing a strong online presence is critical to drive growth. Today, more than ever, people hop on Google to find out about pool cleaning professionals in their area.
Advertising your business on the search engine gives you powerful opportunities to tap into your customer base. Creating engaging and relevant Google Ads enhances your business’s reach on Google search engine result pages as well as its partner websites. Thus, you can capture high-quality leads in the shortest time possible.
However, to pull off Google advertising, you must create and implement a strategically planned AdWords campaign. Keep reading to find out more about it.
How Does Google Ads Work for Pool Cleaning Services?
Google Ads is an online advertising platform by Google. It lets businesses display their ads on the search result pages of Google and other websites in its network, such as YouTube.
As a pool cleaning business, you bid on certain keywords related to your services/products. When someone searches them on Google, your ad comes up. It may appear alongside or above the usual search results. If a person clicks on your ad, you will be charged a certain amount. This is also called pay-per-click.
Mastering Google Ads for Your Pool Cleaning Business
Embarking on a Google Ads campaign can mean different things for different businesses. Ultimately, it all boils down to how effectively you plan and strategize your campaign. There’s a lot of planning and work involved in successfully running a PPC campaign.
You must get clear on your goals and determine if you have the skills to manage all aspects of the campaign, from setting up your account, choosing keywords, creating a compelling ad copy, adjusting relevant settings, and so on. If you can manage all this alone or with your in-house staff, that’s great. However, you’ll need to be patient before seeing results.
Note that running ads is only half of the work. The other half lies in analyzing your ad’s performance and making relevant changes. You must keep an eye on key metrics like conversion rate, cost-per-click, and cost-per-lead.
On average, pool cleaning businesses achieve a conversion rate of 3.75%. You can track your results by determining whether you meet this target. But the story’s completely different if you hire an agency that specializes in PPC campaigns. A Google Ads agency has skilled marketers who excel in ad campaigns. Their experience gives them the ability to structure your campaign in a way that generates not just clicks but also user engagement with your business.
5 Incredible Benefits of Google Ads for Pool Cleaners
1. Maximize Local Reach
Google Ads enables you to create an ad campaign that fits your local area. It means that your ads are visible to everyone nearby, which increases your local visibility. You can also integrate your Google Ads with your Google My Business Listing, further maximizing your reach and local search presence. Since the ads put you at the top of Google’s search result pages, it boosts your brand awareness significantly.
2. Tap into High-quality Leads
People who search for services on Google are, in most cases, those in need of them. In other words, they can be easily converted into paid customers through Google Ads. All you need to do is find the keywords they are using (for example, ‘pool cleaner near me’) and place your ads on those search terms. This will ensure that your ad is placed in front of those who are looking for pool cleaning services. Once you have their attention, all you need to do is tempt them enough to click on your ad before checking out other search results.
3. Cost-effective and Customizable Advertising Medium
Google functions on the PPC or pay-per-click model. It means that you are only charged if someone clicks on your ad. Also, there are no pre-set conditions when it comes to setting monthly or daily spending limits. You can set them according to your campaign’s performance.
4. Get the Results You Want With the Right Bidding Strategy
There are various ways to bid on a keyword. Once you begin experimenting with it, you’ll quickly discover which gives you the most return. At the same time, you’ll tap into a vast base of people who are eagerly searching for your services.
5. Easily Track Success
Google Ads makes it easy for you to monitor the success of your campaigns. It provides detailed performance metrics to track and optimize your campaign on various parameters, improving its success rate.
How to Setup Google Ads Campaign for a Pool Cleaning Company?
Setting up an effective Google Ads campaign is critical to success. Let’s go through the important stages of creating a result-oriented Google Ads campaign.
1. Define the Objective of the Campaign
Your Google Ads campaign can have various objectives. However, it’s important to choose the right one to tailor the campaign and drive results. A common goal of many companies is getting more leads. With this objective, you can capture leads by setting up goals like lead forms, phone calls, etc. Defining the campaign’s objective helps you create it in a way that best serves your needs.
2. Choose a Campaign Type
Google Ads presents you with many campaign types. Some examples include Shopping, Search, and Performance Max. If you want to capture leads, the Search campaign type will be the best. With this campaign type, you are in full control over every aspect of your campaign, from bid strategy to searches, keywords, and more.
3. Decide on the Campaign’s Budget
Setting the right budget comes after a bit of experimenting. One good way to go about it is to conduct keyword research. When you identify the keywords you want to target and find out their average cost-per-click (CPC), you can set up your budget accordingly. For most pool cleaning services, an initial daily budget of $50 proves adequate. You can increase it when you start getting results from your campaign.
4. Set Up a Bidding Strategy
Google advertising works like an auction system. You must set bids on the results. Google has numerous bidding options and it can also bid automatically on your behalf, if you choose “Smart Bidding”, such as Max Clicks, Max Conversions, TCPA, etc. It considers your goals and the search context before placing your bid. It means that your ads will automatically appear on the relevant search queries. Thus, you are better positioned to get better results from the automatic bidding mechanism.
5. Pick Up the Right Keywords
Keyword research lies at the core of effective Google advertising. The more relevant your keywords, the better are your results. Keyword research influences all aspects of your ads campaign, such as its structure, budget, how many ad groups you’ll have, and more.
Here are three useful tips for effective keyword research.
- Identify high-intent keywords: These are the keywords that people who are ready to hire pool cleaners use. An example can be ‘pool cleaners in [insert local area]’ or ‘pool cleaners near me.’
- Use Google’s Keyword Planner: It’s a free tool that helps you find out a bunch of relevant keywords and their search volume and check the competition.
- Analyze competitor keywords: Look at the keywords that your rivals are targeting. This will give you a better idea of which ones you should choose. You might also find out aspects of the service they aren’t targeting and use that to your advantage.
5. Create Compelling Text Ads
The very first thing that your potential customers notice is your text ads. It is thus crucial to create them uniquely and in a way that piques your customers’ interests. As a general rule, you must include things like the benefits of your services and important features. Strong calls to action and inserting relevant keywords are other essential parts of creating a compelling ad copy.
6. Ad Scheduling
Also called day parting, ad scheduling lets you choose the time to run your ads. You can choose the exact days and hours when your ads will appear, increasing the likelihood of getting more clicks. According to the default setting, the ads will run 24/7. If that is okay for you, go ahead. If not, find out when your target audience is the most active. Then, adjust the time accordingly.
7. Optimize Landing Pages
Your landing pages can make or break the effort you’ve put into your Google advertising. So, ensure that they align with your ad’s promise. An optimized landing page includes the following:
- Attention-grabbing headline to communicate your message.
- Important details about your pool cleaning services.
- Client reviews to demonstrate trust and credibility.
- A strong call to action that stimulates the lead to take action.
8. Track and Measure Campaign Performance
It’s important to check how your campaign is performing. This will help you make informed decisions about changing certain things for better results. Track metrics, such as impressions, conversions, clicks, and return on investment (ROI), to optimize your campaign’s performance.
Read Also:- How to Improve Conversion Rate in Google Ads?
Example Google Ads Campaign Ideas for Pool Cleaners
Let’s look at a few hypothetical Google Ads campaign examples so you have a good idea of how to begin.
Example campaign 1: Residential Pool Cleaning
- Campaign objective: Your goal as a residential pool cleaning service can be to maximize your visibility in your local area.
- Search terms and phrases (keywords): ‘Pool cleaning service near me,” “Pool cleaning in [insert city name], “Pool cleaners at great price.”
- Ad copy: “Make Your Pool Summer-ready With Our Pool Pros. Book a Service Now.”
- Targeting: You will target your ads locally to ensure that people in your city and surrounding areas who need your service can see them.
Example campaign 2: Commercial Pool Cleaning
- Campaign objective: Your goal can be to attract businesses wanting pool construction, repair, maintenance, accessories, etc.
- Search terms and phrases (keywords): ‘Best commercial pool cleaning service near me,” “Mobile commercial pool cleaning in [insert city name], “Weekly pool cleaning.”
- Ad copy: “Need help with your commercial pool? We will get your swimming pool sparkling clean. Get a FREE quote now!”
- Targeting: Target your ads to hotels, resorts, apartment complexes, gyms, or swimming facilities within your area of operation.
Google Ads Benchmarks in Pool Cleaning
To determine the success of your campaigns, you must know how you fare compared to the industry benchmarks. The table below will give you industry targets for key performance metrics regarding different types of ads.
| Type of Ad | Average Cost Per Lead | Average Click-Through Rate | Average Cost Per Click | Average Cost Per Call | Average Monthly Spend |
| Search Ads | $29.08 | 5.71% | $2.94 | $31.50 | $710 |
| Display Ads | $46.53 | 0.15% | $3.49 | $46.53 | $200 |
| Social Ads | $70.11 | 1.31% | $0.92 | $300 |
Get Found by More Customers on Google Today
At any given point, people in your target area are actively searching on Google for a pool cleaning company, just like yours. Why not leverage the searches to your benefit?
At Website Pandas, we’ve helped numerous pool cleaning businesses generate high-quality leads for their services. We create compelling ads highlighting your unique selling points and benefits and continuously optimize them. The result? You benefit from consistent inquiries for your services and, at the end of the day, book more jobs. Partner with us today to drive the success of your Google Ads campaign. Book your free consultation now.
