How Does Google Determine Relevance? (And How Do I Improve It)

For commercial cleaning companies, Facebook Ads can be a game-changing lead-generation tool, but the strategy you use determines your success. One critical decision is whether to use Facebook lead forms or direct traffic to a landing page . Both methods have their strengths, and tailoring them to the cleaning industry can significantly improve results. This guide breaks down how to optimize these options, highlighting scenarios, tailored forms, and messaging strategies that resonate with businesses seeking cleaning services.  Option 1: Facebook Lead Forms Why Use Them? Facebook lead forms make it easy for users to submit information without leaving the platform. They autofill basic details like name and email, reducing friction and increasing submission rates. Advantages for Cleaning Companies: Low Barrier to Entry: Attract interest from businesses casually exploring cleaning services. Quick Information Capture: Ideal for getting basic details to start a conversation. Mobile-Friendly: Simplifies the process for users on mobile devices. Tailored Form Options for Cleaning Leads: To improve lead quality, include questions specific to commercial cleaning needs: Service Needs: "What cleaning services do you require?" (Options: Office Cleaning, Floor Care, Janitorial Services, Other) Facility Size: "What is the approximate square footage of your facility?" Frequency: "How often do you need cleaning services?" (Options: Daily, Weekly, Monthly, One-Time) Business Type: "What type of facility do you manage?" (Options: Office, Retail, Medical, Industrial, Other) Challenges: Lower Intent: Some leads may not be serious about hiring a cleaning service. Follow-Up Effort: Requires quick and effective follow-ups to qualify and convert leads. Best Practices: Use automation tools like chatbots or email sequences to engage leads immediately after submission. Pair the form with a compelling offer, such as a free facility cleaning evaluation or cost comparison analysis . Focus on trust-building elements, such as highlighting your background checks, training programs, or customer testimonials. Option 2: Landing Pages Why Use Them? Landing pages allow you to provide more detailed information about your cleaning services, differentiating your business and showcasing your expertise. Advantages for Cleaning Companies: Educates Prospects: Explain the benefits of your services, such as lower employee turnover, improved air quality, or cost savings. Higher Intent: Visitors who take the extra step to fill out a landing page form are more likely to be serious leads. Customization: Tailor landing pages to specific services like floor care or medical cleaning. Tailored Landing Page Content: A well-designed landing page for commercial cleaning should include: Headline: A benefit-driven statement like "Reliable Commercial Cleaning to Keep Your Business Running Smoothly." Visuals: Professional images of clean facilities or your team in action. Social Proof: Client testimonials and reviews from other businesses. CTA: Clear calls to action like “Schedule a Free Cleaning Consultation Today.” Form Fields: Ask for essential details such as business name, contact info, facility size, and cleaning frequency. Challenges: Higher Drop-Off Rates: The additional step of visiting a page may deter casual prospects. Cost Per Lead: Leads generated through landing pages may be more expensive, but they’re often higher quality. Best Practices: Optimize landing pages for mobile and ensure fast load times. Use benefit-driven messaging, such as “Lower Cleaning Costs with Our Efficient Team.” Highlight certifications or compliance standards, especially if you work with regulated industries like healthcare. Choosing Between Lead Forms and Landing Pages For One-Time Cleaning Projects: If you’re targeting businesses needing one-time or seasonal cleaning, such as post-construction or event cleanup, use Facebook lead forms . Highlight a specific offer, such as: “Need a spotless facility after your next event? Get a free estimate today!” For Ongoing Contracts: To attract businesses interested in regular cleaning services, such as daily office cleaning or weekly janitorial work, use landing pages . Create ads emphasizing long-term value, like: “Improve Employee Productivity with a Cleaner Workplace—Get a Free Cleaning Assessment.” Enhancing Your Facebook Ads Strategy Focus on Benefits, Not Just Features Businesses don’t just want cleaning—they want the outcomes. Highlight how your services solve problems, such as: Low Turnover Rates: “Keep your tenants happy with a clean and welcoming environment.” Cost Efficiency: “Save up to 20% on cleaning costs with our streamlined processes.” Health and Safety: “Protect your employees with eco-friendly cleaning solutions.” Build Trust with Visuals and Testimonials Trust is crucial for commercial cleaning. Include: Employee photos and videos showing your team at work. Testimonials structured around specific challenges you solved, such as: “Before hiring [Your Company], our floors always looked dull. Now, they sparkle, and our clients often compliment us!” Leverage Social Proof Highlight your positive reviews and share real stories of how you’ve helped businesses. For example: “XYZ Office struggled with inconsistent cleaning. After partnering with us, they’ve reduced employee sick days by 15%.” Use Retargeting Ads For users who visit your landing page but don’t convert, run retargeting ads featuring: Before-and-after images of cleaned facilities. Time-sensitive offers, like “Sign up for a monthly cleaning plan and get your first month free!” Automation and Follow-Up: Speed to Lead Whether you use lead forms or landing pages, quick follow-up is essential. Use tools like: Chatbots to respond immediately with questions about cleaning needs. Email Sequences to nurture leads over time, sharing tips and service highlights. CRM Systems to track and manage leads effectively. Tailor Your Strategy for Success For commercial cleaning companies, both Facebook lead forms and landing pages can generate valuable leads—but the right choice depends on your goals and target audience. Use lead forms for quick, high-volume lead capture and landing pages for more detailed, higher-quality prospects. By focusing on benefits, building trust, and following up quickly, you can turn Facebook Ads into a reliable lead-generation machine. Whether you’re targeting small offices or large facilities, this approach will help you attract the right clients and grow your business.

The world of marketing can be overwhelming, especially when every agency claims they have the “secret sauce” to success. But after talking with a prospect who’d interviewed eight different firms, I saw firsthand the struggles businesses face in navigating this crowded market. Here are the hard truths we uncovered—and what you should know before choosing your next marketing partner. Truth #1: Most Firms Sell Tactics, Not Strategy “We’ll do blog posts, Facebook ads, and SEO for you every month!” It sounds enticing, right? But here’s the problem: too many marketing firms focus on selling tactics instead of explaining how those tactics fit into a bigger strategy. One firm told my prospect they’d handle “all the social media and blogging,” but never mentioned what they’d actually achieve through those actions. Uncovered Truth: Tactics alone won’t help your business grow. Look for an agency that can explain how their approach ties into a long-term strategy, rather than just listing what they’ll do. Truth #2: A Good Partner Asks Questions First In their interviews, my prospect experienced a range of approaches—from agencies that spent 90% of the call talking about themselves to others that actually listened. One firm didn’t even pause to ask about the prospect’s business goals before launching into their sales pitch. Uncovered Truth: A real marketing partner will ask thoughtful questions, listen to your unique challenges, and work to understand your goals before suggesting solutions. If they’re not asking questions, they’re not invested in your success. Truth #3: ‘Industry Specialization’ Can Be Overrated Specialized firms can be appealing—they know your industry, your competitors, your target audience. But when a prospect spoke to several industry-specific agencies, they found the same issue: these firms often rely on cookie-cutter templates instead of adapting to the unique needs of each client. Uncovered Truth: Industry experience is valuable, but it’s only useful if the firm tailors its approach to fit your specific goals. Beware of cookie-cutter solutions that may be designed to work “for everyone” but aren’t customized to work for you. Truth #4: Pricing Transparency Is a Must Most business owners would agree: transparency matters. But several firms gave my prospect little detail on pricing beyond a set monthly retainer and a vague description of services included. Worse, there was no clarity on how changes or add-ons would affect costs. Uncovered Truth: A trustworthy agency provides clear, upfront pricing and explains what’s included. They’re also open about any potential costs for additional services. If the price breakdown feels unclear or vague, it might be time to look elsewhere. Truth #5: Not All Engagement Metrics Are Created Equal One firm tried to impress my prospect with a plan to boost the time visitors spend on their website. But simply holding a visitor’s attention for longer doesn’t always translate to success. For example, a visitor spending more time on a contact page could indicate confusion rather than engagement. Uncovered Truth: The right engagement metrics should align with your goals. Choose a marketing partner who knows the difference and will prioritize meaningful metrics—like conversions and lead quality—that drive your business forward. Truth #6: Different Channels Work for Different Businesses  One of the most interesting insights the prospect uncovered was how certain marketing channels perform differently depending on the industry. For instance, visual, impulse-buy products (like custom closets) perform well on Facebook, where potential customers can see and act on a striking ad. Search ads might not convert as well for these products, as they aren’t usually something people look for proactively. Uncovered Truth: A smart marketing firm doesn’t rely on a one-size-fits-all approach to channels. They’ll recommend channels that match your audience and objectives, rather than pushing a pre-set package. Truth #7: The Best Marketing Firms Focus on Long-Term Success A lot of firms push quick wins or short-term gains, promising immediate boosts in traffic or followers. But real growth doesn’t come from quick fixes; it comes from strategic, sustainable efforts. One firm promised my prospect they’d “double traffic in two weeks,” but when asked about long-term plans, they had little to say. Uncovered Truth: Look for a partner who talks about long-term growth and sustainability, not just short-term boosts. An effective marketing strategy requires consistency and a long-term mindset. Final Takeaway: Choose Wisely, Choose Thoughtfully The prospect’s journey through eight marketing firms uncovered a harsh truth about the industry: the right partner isn’t always easy to find. But when you do, it can make all the difference. So, if you’re on the hunt for a marketing partner, remember these truths. Look for someone who listens, values transparency, focuses on long-term results, and understands that your business isn’t like anyone else’s. A true marketing partner will help you grow strategically, not just sell you a set of tactics. In the end, the search may take time—but finding the right partner is worth it.