Google Ads for cleaning companies Amersfoort: two markets, two campaigns
Amersfoort's search demand for cleaning visibly splits into two worlds: households looking for help around the house, and businesses that need a contract partner. We build a separate campaign for each of those worlds, with its own adverts and its own page, so that no click is spent on the wrong customer.
Two tracks that share nothing under the same keyword
Google autocompletes cleaning company amersfoort with, among other things, domestic. Behind that one word sit two types of customer with their own decision rhythm. Below they stand side by side: searcher, advert and page, per track.
Amersfoort searches for cleaning in two languages
Type cleaning company amersfoort into Google and look at the suggestions: alongside the names of local businesses, the word domestic appears. That small word tells a big story. In this city, households and businesses search with the same opening words for completely different services, and the visible row of business names next to it shows that there are plenty of providers to choose from. Whoever advertises here without distinction pays for both groups and convinces neither.
Domestic demand is small in size per customer but immediate: someone wants a cleaner or a one-off deep clean this month, compares two or three providers and chooses quickly. Commercial demand is rarer but heavier: an office, school or homeowners' association looking for a contract partner looks at continuity, consistent staff and references, and decides on a partnership that can run for years. Two types of customer, two decision rhythms, so two campaigns. How we set up that foundation for every cleaning company is on the national page about Google Ads for cleaning companies NL.
How we build the two tracks
Track A catches domestic demand. Adverts name the service in plain words, the landing page has a call button and a short form, and the bids stay in line with a smaller order value. Track B catches commercial demand: adverts on terms such as office cleaning and hiring a cleaning company, a page that shows experience, working method and references, and a quote form that asks for location, surface area and frequency. Because a commercial contract is worth far more per customer, a commercial click is allowed to cost more than a domestic one; that difference is built into the bidding strategy.
Both tracks share a list of negative keywords, and in this trade that list does most of the work
A large part of the searches around cleaning companies comes from people who want to work there: vacancy, salary, working at. Those clicks cost the same as a customer click and never deliver anything. We exclude them from day one and sharpen the list weekly with the actual search terms reports. This way, every euro of budget keeps landing on one of the two types of customer.
You see the same trade discipline at other businesses in this region, such as landscape gardeners in Amersfoort NL: a different trade, the same principle that the campaign follows the market instead of the other way round.
Three words that cost the most money in this trade
A large part of the searches around cleaning companies comes from people who want to work there. This page names them. On the left what comes in, on the right what is allowed through to the two tracks from the first figure.
KEY
WORDS
Costs, and why we know this region
Management starts at 250 euro per month for one service area, with a 500 euro one-off set-up cost; two to four service areas cost 350 euro per month, five to ten cost 450 euro. You pay your advertising budget directly to Google. What it delivers depends on your capacity and your choice between the two tracks; in a first call we work through that honestly with you.
And the regional knowledge is not a sales pitch
In Utrecht and De Meern we already work with a cleaning company; that client is simply listed in our client register NL. So we do not sell that region again for cleaning, and that is exactly why this page exists for Amersfoort: that is the nearest available market. Also have a look at how we fill in the approach for cleaning companies in Utrecht NL to see what a taken region means, or read the guide local SEO for cleaning companies NL if you want to win customers organically as well as through adverts.
Service area around Amersfoort
We target campaigns at where you actually work. For cleaning companies in Amersfoort, that usually means Amersfoort itself plus Leusden, Hoogland, Soest and Nijkerk. If you only serve commercial customers in part of that, we target that part and that audience.
Frequently asked questions about Google Ads for cleaning in Amersfoort
Why do you split the campaign into domestic and commercial?
Because Amersfoort's own search demand does it itself: Google autocompletes cleaning company amersfoort with, among other things, domestic. A household is looking for help around the house and decides on price and gut feeling; a facilities buyer is looking for a contract partner and decides on reliability and references. One campaign for both pays for the wrong half of every click.
What does Google Ads cost for a cleaning company in Amersfoort?
Management starts at 250 euro per month for one service area, plus a 500 euro one-off set-up cost. For two to four service areas it is 350 euro per month, for five to ten it is 450 euro. You pay your advertising budget directly to Google and decide it yourself; in a first call we advise an amount that fits your capacity.
You already work for a cleaning company in Utrecht. Is that a problem for Amersfoort?
No, quite the opposite. In Utrecht and De Meern we already work with a cleaning company, so we do not sell that region again for cleaning. Amersfoort lies outside that and is still available. The fact that the neighbouring region is already our territory means we know this market here instead of pulling it from a spreadsheet.
How do you keep job applicants out of the advertising budget?
With negative keywords. A fair share of the searches around cleaning companies comes from people who want to work there, not from customers: vacancy, salary, working at. We exclude those terms from day one and add to the list weekly based on the actual search terms reports.
Shall we take a look at your campaigns?
A first call is free and without obligation. Together we look at your current visibility and what there is to gain in your region.