Google Ads for Service-Based Franchise

When tackling Google Ads for a national service franchise, my goal was simple: get more leads at the lowest cost/conversion possible. Here's how I did it, keeping things straightforward and focused on what matters—results.

Setting Clear Goals

My mission was to drive leads for different services like window cleaning and holiday lighting, aiming to keep costs under $50 per lead. For bigger jobs, like landscape lighting and commercial cleaning, the target was under $100 per conversion. Clear goals helped steer the strategy in the right direction from the start. Conversion tracking was setup with Google Tag Manager, tracking estimate form submissions and qualified calls to the franchise location.

Crafting the Right Mix of Campaigns

I mixed Responsive Search and Display campaigns with Performance Max to cover all bases. This combo worked great together, making sure ads reached people whether they were just browsing or actively searching for services.

Keywords and Audiences

I dove into keyword research for each location using SEMrush. This wasn't about guessing; it was about finding exactly what potential customers were searching for. Then, I used audience targeting to make sure our ads popped up for the right people, adding page feeds and retargeting to keep their services front and center.

URL Tracking

To really understand what was working, I set up URL tracking for every campaign. This meant we could see exactly where leads were coming from right in our estimate forms. It was like having a roadmap that showed us the best routes to take our campaigns.

The Results

The strategy paid off. We hit our lead generation targets, keeping costs in check across the board. By blending different types of campaigns, zeroing in on the right keywords and audiences, and using URL tracking, we didn't just meet our goals—we nailed them.

My Takeaway

Managing Google Ads for a service-based franchise showed me the power of a focused, data-driven approach. It's about more than just throwing ads out there; it's about making smart, informed decisions that lead to real results. 

This is the kind of work I love doing, and I'm always ready for the next challenge. Let's connect and see how we can drive results together.