How to use AdWords to find clients for my janitorial service business?
I am relatively new here and enjoyed reading the answers. What is the best way for me to find clients for my janitorial services business using adwords. How should I approach keyword selection? Should I offer a free ebook as the gurus advice? Or just get people to call me. Keep in mind I only want clients in my local area (US city and its environs)?
First, in terms of adwords, i'm going to recommend a "double campaign structure" ideal for local businesses.
The first campaign needs to have a very tight geolocation around the area you serve. The keywords that you use in this campaign are going to be very broad.
The second campaign needs to have a broad geolocation (because what if someone is travelling, searching from somewhere else, or Google detects their cellular network as coming from somewhere else, like it does with me...) and then very tight keywords focused on the area (minimum broad match modified)
(Sidequest: i think it's so weird how even though i'm in Jacksonville, Google sometimes believes i'm in Orlando while i'm on my LTE... and that's a whole 2 hour drive away! This is one reason why the two types of campaigns PER offer)
So if you're a dentist (which you arent, but you can see what i'm saying)... +dentist +checkup +Jacksonville
In terms of free offer, if your reach is local, you should definitely test one offer which plays on that but now / get started level... maybe its a consultation, price comparison, something. At least one offer to attract someone that is ready to buy now.
But then also test your ebook. If you do an ebook, it needs to be about something that you are an expert in that they are concerned about. So as a janitor, it could be health hazards... or keeping something compliant to code... or some kind of concern or issue that people have that generally lead up to getting services like yours.
People that get these books may not be ready to buy right away... but will be ready to buy from you when they are if the content is good enough. Because in their mind, you're the expert. That is if they actually get through your eBook. But if they do, give them somewhere to call, and then lay in your low hanging fruit offer inside it for when they are ready.
My guess is that you're going to want to test both of these types of offers... so one is picking the low hanging fruit (ready to buy now type incentive offer...)
And the other is the nurturing to buy... so an eBook that demonstrates your superior knowledge of a situation that usually (or almost always) leads to someone buying your TYPE of services in your area.