How to Reduce Your Junk Removal Google Ads Cost Per Conversion

As someone who has spent hundreds, or even thousands, of hours perfecting the art of Google Ads for junk removal companies, I understand the frustration of high costs per conversion. 

Don’t worry; reducing your cost per conversion is entirely possible with the right strategies. 

I’m going to walk you through the types of Google ad campaign options, the best campaign types for junk removal companies, and two primary strategies for effectively reducing your cost per conversion.

Types of Google Ad Campaign Options

Before diving into the best campaigns for junk removal companies, it’s essential to understand the types of Google ad campaigns relevant to junk removal companies.

  1. Search Campaigns: These are text ads displayed on Google search results pages when users search for specific keywords.
  2. Display Campaigns: These ads appear across the Google Display Network, which includes millions of websites, apps, and videos.
  3. Video Campaigns: These ads are displayed on YouTube and other Google video partners.
  4. Local Campaigns: Designed to drive offline traffic, these ads promote your business locations across various Google platforms.
  5. Performance Max Campaigns: These leverage automation to show your ads across all Google inventory, including YouTube, Display, Search, Discover, Gmail, and Maps.

Best Campaign Types for Junk Removal Companies

From my experience managing Google Ads for junk removal companies, I’ve found that focusing on specific types can significantly enhance your advertising efforts and yield the best results. Let me explain why Search Campaigns and Performance Max Campaigns are your best options.

Search Campaigns

Search Campaigns are incredibly effective because they target users who are actively searching for your services. Think about it—someone typing “junk removal near me” or “haul away junk services” into Google already needs what you offer. These users have a high intent to find and hire a junk removal service, making them prime candidates for conversion.

In my campaigns, I’ve noticed that Search Campaigns consistently bring in the highest quality leads. By bidding on keywords relevant to junk removal, such as “junk removal services,” “furniture disposal,” or “appliance removal,” I’ve been able to capture traffic that is ready to take action. This means more bookings and a better return on investment.

Optimizing for Success

To get the most out of Search Campaigns, it’s crucial to continually refine your keyword list, ad copy, and bidding strategy. Using negative keywords to filter out irrelevant searches, crafting compelling ad text that highlights your unique selling points, and adjusting bids based on performance data are all essential practices. This way, you ensure that your ads are shown to the most relevant audience, maximizing your chances of conversion.

Importance of Ad Extensions

The most successful Search Campaigns leverage ad extensions. By adding call extensions, image extensions, logo extensios and sitelink extensions, you consume more “real estate” with your ad. This helps increase your CTR (click-through-rate). 

Not at all ad extensions work for junk removal companies. For example, avoid the location extension. If you leave the location extension active, the algorithm may start optimizing for people who click “Get Directions,” and since you are a service area business, this will inflate your conversion rate with poor quality leads.

Performance Max Campaigns

Performance Max Campaigns have been a game-changer for my clients. They take the guesswork out of where to place your ads and automatically allocate your budget to the best-performing channels. This holistic approach ensures that you’re reaching potential customers wherever they are online, whether they’re browsing the web, watching videos, or checking their email.

Performance Max Campaigns utilize Google’s advanced machine learning algorithms to optimize performance across all Google inventory, including Search, Display, YouTube, and more. This campaign type is particularly useful for reaching users at different stages of the customer journey, from initial awareness to final conversion.

Maximizing Reach and Efficiency

One of the biggest benefits I’ve seen with Performance Max is its ability to drive a more comprehensive marketing strategy. By integrating multiple Google channels, it ensures consistent messaging and branding across all touchpoints. Plus, the automation aspect means less manual work and more efficient budget use, as the system learns and optimizes for better performance over time.

Dynamic Ad Creation

Another advantage of Performance Max is its ability to create dynamic ads. Based on the assets you provide—such as headlines, descriptions, images, and videos—Google’s machine learning can generate a variety of ad combinations. This ensures that your ads are always fresh and relevant to the audience they’re targeting. From my experience, this dynamic approach leads to higher engagement rates and better overall campaign performance.

Strategies to Reduce Cost Per Conversion

Now that we’ve identified the best campaign types, I will show you the top 2 strategies to decrease your cost per conversion while retaining lead quality.

Strategy 1: Remarketing Campaigns with Performance Max

One highly effective strategy is setting up a remarketing campaign using the Performance Max campaign type. Remarketing allows you to target visitors who have already been to your website, keeping your brand top-of-mind and encouraging them to return and convert.

Steps to Set Up a Remarketing Campaign:

  1. Create An Audience: With your Google Analytics 4 property connected to your Google Ads account, create an audience of website visitors from the last 90 days. You would be surprised by how many people search for junk removal and then never book a job … they still need your service 3 months later. 
  2. Design Compelling Ads: Create visually appealing ads highlighting your special offers or compelling reasons to choose your services.
  3. Leverage Automation: Performance Max automatically optimizes your ads across all Google channels, ensuring they are shown to the right audience at the right time.

By targeting visitors who have already shown interest in your services, you can increase the likelihood of conversions while keeping costs low.

I typically see the cost per conversion from these remarketing campaigns at less than $10.

Strategy 2: Advanced Bidding (Maximize Conversions with Target CPA and Bid Limit)

Another effective strategy is to use the Maximize Conversions bidding strategy with a Target CPA (Cost Per Acquisition) and Bid Limit. This approach focuses on getting the most conversions within your budget.

  1. Set a Realistic Target CPA: Determine a CPA that aligns with your profitability goals. This will be the average amount you’re willing to pay for each conversion. Make this target is achievable based on your historical data and industry benchmarks. I recommend somewhere between $50 and $80, depending on your market.
  2. Determine a Bid Limit : Set a bid limit to control the maximum amount you’re willing to pay for each click. This helps prevent overspending on individual clicks that might not convert. The bid limit helps your cost per click (CPC) stay within a manageable range while pursuing your target CPA. It is not uncommon for Google to “go rogue” and spend upwards of $25 on a single click. I recommend setting this between $12 and $18. 
  3. Create a Portfolio Bid Strategy: Navigate to your Google Ads account and set up a Portfolio Bid Strategy. This allows you to apply the Maximize Conversions with Target CPA strategy across multiple campaigns or ad groups, optimizing your bids collectively rather than individually.
  4. Assign Campaigns or Ad Groups to the Portfolio: Select the campaigns or ad groups you want to include in the Portfolio Bid Strategy. Ensure that these selected items have similar goals and performance metrics to maximize the effectiveness of the strategy.
  5. Monitor and Adjust: Continuously monitor your campaign’s performance. Use the data to adjust your Target CPA and bid limits. If you notice that your cost per conversion is higher than desired, tweak your Target CPA downwards and review your bid limits. Regularly analyze performance reports to identify trends and make informed adjustments.

By setting up a Portfolio Bid Strategy, you can leverage Google’s automated bidding to optimize across a broader range of your advertising efforts, driving more conversions at a lower cost. This strategic approach ensures that your budget is utilized efficiently, and your campaigns perform at their best.

Reduce Your Cost-Per-Conversion, Maximize Profits

With the right strategies, you can reduce your junk removal Google Ads cost per conversion. Implement these strategies, monitor your performance, and adjust as needed to see significant improvements in your Google Ads campaigns.

Want professional help? Set up a free strategy call with our team.