Many cleaning businesses quit Google Ads before they ever see results. Why? Because they’re stuck in the dark with no real tracking, no idea what’s working, and no strategy beyond crossing their fingers.

In this guide, you’ll learn how to build smart, targeted, conversion-focused campaigns that fill your schedule.

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H2: 🧠 Why Google Ads Can Work

• High intent = high conversions. Your ads are shown to people currently searching terms like “house cleaner near me.”
• Local targeting = local results. You only show up to customers in your serviceable area.
• You only pay for clicks. No wasted impressions, just traffic from interested people.
• Instant visibility. Get on the first page of Google today.

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H2: 🛠 Step-by-Step Campaign Setup

Here’s how to set up your first campaign:

• Start in Expert Mode.
• Choose Search Campaigns.
• Structure your ad groups by service and intent.
• Set ad schedule.
• Pick the right bidding strategy.

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H2: ❌ Smart Campaigns vs ✅ Search Campaigns

• Smart Campaign = autopilot. No control, impossible to optimize.
• Search Campaign = control. Full keyword, budget, and tracking control.

Pro tip: Always choose Search Campaigns.

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H2: 🎯 Keyword Strategy

Target high-intent keywords like:

• “house cleaning service near me”
• “move out cleaning your city”
• “deep cleaning service”
• “office cleaning your city”
• “cleaning lady neighborhood”

💡 Tip: Bid on your own brand name, this is usually very cheap and prevents competitors from lapping up traffic aimed at you.

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H2: 🎯 Match Types and 🛑 Negative Keywords

Start with phrase match and exact match keywords:

• Phrase match: Matches searches with your phrase plus a few extra words.
• Exact match: Matches only your specific term or close variants.

Add negative keywords like:

• “jobs”
• “DIY”
• “free”
• “cleaning supplies”
• “car cleaning”

This keeps your budget focused on people who want to hire cleaners—not do it themselves or apply for a job.

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H2: 🚫 Enhanced Negative Keyword Strategy

• Check your Search Terms report weekly.
• Build negative keyword lists across campaigns.

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H2: 🧼 Ad Copy That Converts

H3: Headlines:

• Top Rated Seattle Cleaners. Book Today.
• 100% Satisfaction Guaranteed. Call Now.
• Move Out Cleaners Near You. Get Your Deposit Back.

H3: Descriptions:

• Benefits: Eco friendly and Pet Safe
• Urgency: Same day slots available!
• Social proof: 500+ 5 star reviews
• Call to action: Call now for your free quote

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H2: ✍️ Responsive Search Ads: Best Practices

• Provide multiple headlines and descriptions.
• Pin must-show lines like CTAs.
• Match ad copy to the ad group’s service type.

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H2: 📲 Track Leads, Not Just Clicks

• Monitor phone calls, contact forms, and online bookings.
  ⚠️ Warning: Install conversion tracking in Google Ads, or hire someone to do it.

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H2: 🧠 Advanced Conversion Tracking

• Track calls from your website.
• Use CallRail.
• Verify with Tag Assistant and GA4 Debug View.

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H2: 🔐 Enhanced Conversions (Explained)

• Helps Google connect form fills to ad clicks.
• Uses hashed emails or phone numbers.
• Smarter bidding. More leads.
  😩 Feels like a pain? Don’t skip it. It’s worth the hassle.

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H2: 📂 Use Customer Lists to Boost ROI

• Exclude past clients.
• Rebook one-time customers.
• Upsell existing clients.
• Upload in Audience Manager and refresh every 3–6 months.

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H2: 🔁 Remarketing Lists for Search Ads (RLSA)

• Boost bids for past visitors.
• Show broad keywords only to known visitors.
• Customize copy for returning leads.
  ⚡ Superpower Alert: This becomes one of the most efficient tools in your entire Google Ads strategy.

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H2: 🗺 Geo Targeting: Don’t Pay for Clicks Outside Your Service Area

• Target by city, ZIP, or radius.
• Exclude areas you don’t serve.
• Only run ads during business hours if needed.
  🚨 Pro tip: Use “Presence” targeting only.

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H2: ⚠️ Common Mistakes in Account Settings

These are sneaky settings that can quietly sabotage your results:

• Targeting “interested in” instead of “actually in” your city
• Leaving Search Partners enabled
• Auto-Apply Recommendations
• Targeting only English in bilingual areas

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H2: 💰 Ad Budget Framework

Start with $800 to $1,000 per month.

• CPC (Cost Per Click): $4 to $6
• Conversion rate: 15 to 25 percent
• Cost per lead: $20 to $30
• Client value: $300 to $5,000+ annually

💸 Even one recurring customer can cover your monthly ad spend.

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H2: 🧩 Ad Extensions = More Clicks

Use these:

• Call Extension
• Sitelinks
• Callouts
• Location Extension
• Promotion Extension

They make your ad bigger and more clickable.

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H2: 🖥 Landing Page Optimization

Make sure your landing page:

• Is mobile friendly and loads fast
• Has one clear CTA
• Matches the ad’s message
• Builds trust
• Limits navigation
• Lists service areas and FAQs

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H2: 🔍 Troubleshooting Guide

• No impressions? Check campaign settings.
• No conversions? Review tracking and landing page.
• High CPL? Tweak match types and ads.
• Sudden drop? Look for disapprovals or broken tracking.
• Weird clicks? Check your location settings.

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H2: 📊 Performance Benchmarks (So You Know What’s Normal)

• CTR: 7 to 10 percent
• CPC: $4 to $8
• Conversion Rate: 15 to 20 percent
• Cost per Lead: $20 to $50
• Closing Rate: 1 in 3 is excellent

🚨 Pricing Alert: If you’re closing 90% of leads, you’re likely undercharging.
🤑 Tip: One recurring client often brings in thousands—think long-term value.

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H2: 🧠 Easy to Miss Features and Fixes

• Not excluding competitor names
• Overlooking disapproved assets
• Ignoring Quality Score
• Stuffing all keywords into one ad group
  📌 Set a monthly audit reminder.

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H2: 🛠 Tools and Resources That Save Time and Headaches

• Google Ads Editor
• Google Tag Assistant
• CallRail
• Unbounce or Leadpages
• Reddit r/PPC / Surfside PPC on YouTube
• Keywords Everywhere extension

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H2: 📓 Bonus Tip: Start a PPC Diary

🖊️ Log every change. Budgets, keywords, ad tweaks.
📉📈 Track trends. Know what caused performance shifts.
🙌 Make handoffs easier. Your future self (or team) will thank you.

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H2: ✅ Easy Setup Checklist

• Choose Search Campaigns
• Use phrase and exact match
• Add negatives (and maintain weekly)
• Write strong RSAs and extensions
• Track conversions
• Enable Enhanced Conversions
• Upload Customer Match lists
• Use RLSA
• Geo target precisely
• Spend $800–$1,000 per month
• Optimize your landing page
• Keep a PPC diary

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