Episode 1208 –Picking the Perfect Ad Platform for Your Cleaning Company—Here’s What You Need to Know
The Right Platform for Your Cleaning Business Ads
Mike Campion and Jackson Pinkoski are back at it, this time tackling the age-old question: which platform should cleaning business owners use for ads? As Thanksgiving approaches, they wanted to share some insights that could help you make smarter decisions about where to spend your marketing dollars. The duo discusses the common mistakes cleaning company owners make when choosing a platform, and how to find the right fit for your business. Spoiler alert: it’s not about which platform is “cool” or which one everyone else is using—it’s about data and understanding where your customers actually spend their time.
Offline vs. Online Platforms
Before diving into the big names, Jackson breaks down the two major types of platforms: offline and online. While offline platforms like radio and direct mail can still work, they often feel outdated compared to the power of online platforms like Meta (Facebook/Instagram), Google, TikTok, and LinkedIn. The key here is to focus on online platforms that fit your business model—residential vs. commercial. For instance, residential clients are more likely to search for a cleaner on Google, not LinkedIn. It’s all about knowing where your customers are hanging out online and meeting them there.
Understanding Your Audience Is Key
Jackson emphasizes that there’s no one-size-fits-all when it comes to online platforms. If you’re a commercial cleaning business, don’t waste money on TikTok, where decision-makers aren’t likely to search for cleaning services. On the flip side, residential clients are more likely to use Google to find home cleaners. The takeaway here is to stop listening to everyone else’s advice and start thinking about where your actual customers are looking for services. Think about their behaviors and where they spend their time. That’s where you want to invest your marketing dollars.
The Power of Data
Both Mike and Jackson stress that there’s no such thing as a “bad” platform—only platforms that aren’t serving your business goals. The true power lies in understanding the data. How well are your ads performing? Are they generating leads and sales, or are they just wasting your budget? Jackson says that focusing on return on investment (ROI) is the key metric. If you’re spending money on ads, make sure you can trace that money back to leads and, eventually, paying customers. Marketing should be an investment, not an expense.
Getting the Most Out of Your Ads
Finally, Jackson offers a reality check about advertising on platforms like Facebook and Instagram. While they may seem like easy wins, they require serious attention to detail. From targeting the right audience to creating compelling ad copy and landing pages, the process is more complex than just throwing money at the platform. The best part? Once you’ve nailed your ad strategy, you can put it on autopilot and make adjustments only as needed. But getting there takes time, effort, and a little trial and error. It’s not a get-rich-quick scheme, but with the right mindset, it can be a powerful tool to grow your cleaning business.