Beating the Giants: Dominating the "Service" Market with High-Intent Search Ads
Client Profile: A Premium Pest Control & Cleaning Service in Dhaka.
Channel: Google Search Ads (PPC).
Objective: Generate urgent phone calls.
1. The Challenge
The client was competing with huge facility management companies. They had smaller budgets. When people searched “Pest control services Dhaka,” big competitors were winning the top spots.
2. The Strategy: “High-Intent” Sniping
We didn’t target broad keywords. We targeted “Panic” and “Problem” keywords.
- Keyword Strategy: Instead of just “Cleaning Service”, we bid on long-tail terms like “Bed bug removal immediate service” or “Termite treatment cost BD.” These users have a problem now and are ready to pay.
- Ad Extensions: We used “Call Extensions” and “Location Extensions.” On mobile, the user didn’t even visit the website; they just clicked the “Call” button on the ad directly from the search page.
- Negative Keywords: We aggressively excluded keywords like “Jobs,” “Training,” “Free,” and “Cheap” to ensure the budget wasn’t wasted on job seekers or bargain hunters.
3. The ROI
- CTR (Click-Through Rate): Achieved an 18% CTR (Industry average is 4-5%).
- Lead Volume: went from 5 calls/week to 15 calls/day.
- Cost Per Lead: Reduced the Cost Per Call to 150 BDT, which resulted in jobs worth 5,000+ BDT (High Profitability).