Laura Moxham from YBA explains how you can avoid the enquiries for small moves from your Google ads campaign.
Google Ads is a powerful platform for removal businesses to reach new customers. However, if not managed correctly, will quickly drain your budget and leave you wondering where all the enquiries are. In this article, we’ll share practical tips from recent in depth data analysis to help you avoid that.
At YBA (Your Business Angels), we work with numerous removals companies and have seen a wide range of challenges. A common issue is businesses spending money on enquiries for small, low-value moves. You know the type – moving a single appliance or a couple of sofas, or attracting ‘man-and-van enquiries. Here’s how to make sure your budget is focussed on securing bigger, more profitable moves.
Use negative keywords to avoid wasted spend
Many accounts we see fall into the trap of being found for the wrong search terms for the smaller jobs - fridges, suitcases and sofas.
What should you do?
Make a list of terms you know you don’t want to show your ads for. For example, ‘sofa’, ‘fridge’, ‘freezer’, ‘man with van’ and upload these as an account level negative exclusions list. This will stop your ads from showing up when someone searches for these terms.
Be clear in your ad copy which jobs you want to attract
Your ad copy is the first impression a potential customer gets of your business. It’s not just about getting them to click, it’s also about you attracting the right kind of customers. If your ads don’t explicitly state the types of moves you handle, you may attract enquiries for jobs you do not want, leading to wasted spend and unnecessary admin time filtering unsuitable leads.
What should you do?
Create compelling ad copy that clearly defines your services. For example, ‘experts in 3+ bedroom house moves’, ‘not just a man with a van’, ‘we move your whole house, not just suitcases’. Whatever it is that you want to get across to someone before they come to your website, get it into your ad copy to pre-qualify leads before they click, and you spend money ...