Half the people searching for a carpet cleaner want to hire a machine.
"Carpet cleaner" means two completely different things. One is you. The other is a red machine from the supermarket. Google cannot tell them apart, and unless somebody separates them you are paying for every single person who wanted to do it themselves for twenty quid.
One carpet cleaner per areaNo lock-in contractsLeads land in real time
The most expensive two words in the trade.
No other trade has this problem so badly. A plumber searching customer means a plumber. A carpet cleaning searching customer might mean a professional, or might mean a hire machine, a spray from the supermarket, a vacuum, or a carpet shop.
Left alone, a carpet cleaning campaign quietly funds all of them. The clicks look fine in the report — the volume is there, the cost per click is reasonable — and the phone does not ring, because most of those people were never going to pay somebody to do it.
Splitting the intent apart is the single biggest thing that can be done for a carpet cleaning account, and it is done before the campaign goes live rather than after a month of learning it the expensive way.
The panicking homeowner and the letting agent.
Carpet cleaning has two distinct markets that behave nothing alike, and running them as one campaign serves neither well.
The domestic customer is usually reacting to something. The dog has had an accident, a glass of red went over at the weekend, the in-laws are coming, the baby is crawling now. They want it sorted quickly, they are not especially price sensitive in the moment, and they search with the problem in the words — pet stains, red wine, urine smell.
End of tenancy is the opposite. It is planned, it is price-driven, it is often booked by a landlord or agent rather than the person living there, and it repeats. One letting agent who trusts you is worth more than fifty one-off cleans, and they are reachable through completely different searches.
We build them as separate arms with their own copy and their own budgets, so you can see which is actually paying in your area and put the money there.
What we bid on, and what we block.
More budget is wasted through bad exclusions in this trade than in any other we work with. This is the list that goes in before launch.
"How long will it be wet for?"
Ask any carpet cleaner what customers actually ask and it is rarely price first. It is drying time, whether the stain will genuinely come out, whether it is safe for the dog and the kids, and whether the smell goes or just gets covered up.
Those are the lines that belong in the advert. Dry in a couple of hours, pet-safe solutions, stain treatment included rather than charged as an extra, a fixed price per room so there is no surprise at the end. Answering the real question in the ad text raises the quality of the click as well as the number of them.
It also filters. Somebody who reads "from a fixed price per room" and clicks anyway has accepted roughly what this costs, which is a better conversation than one that starts with somebody expecting the price of a hire machine.
How we build your campaign.
One setup fee. One monthly rate.
The same as every trade we work with. No percentage of spend, no long-term contract.
Ad spend is paid directly to Google and is separate from our fee. We will give you a realistic budget for your area on the call.
- Full machine hire and DIY exclusion list before launch
- Separate domestic and end-of-tenancy campaign arms
- Problem-led copy for pet, stain and odour searches
- Ads written around drying time, safety and fixed pricing
- CRM access with accept and reject, booking calendar and review chaser
- Weekly optimisation and a person who answers the phone
What else works for carpet cleaners.
Search is where we would start, because most of this work is triggered by a problem. These three build the demand that has not happened yet.
Running more than one together is usually cheaper than buying them separately. Ask about the combined rate on your call.
Carpet cleaners usually ask us this.
Find out if your area is still open.
Book a free call and we will tell you honestly what carpet cleaning enquiries cost in your patch, whether the end of tenancy market is worth chasing locally, and whether we have already taken somebody on nearby.
We take on a limited number of new clients each month
Take a swing. Crack the stone.
Every stone has a discount buried in it — some are worth more than others. Drop your email, take a swing, and see what you dig out of yours.
Paste it into the discount box when you check out, and it comes straight off your setup fee.
Book my callOne per business. Applies to the one-off setup fee on a Google or Facebook Ads package, not to your ad spend. Enter it in the discount box at checkout. No contract either way.