Two numbers that decide how many jobs you get
Every enquiry you get from Google goes through two steps:
- Click-through rate (CTR): of the people who see your listing, ad or map pin, how many click or call?
- Conversion rate: of the people who land on your website, how many call, WhatsApp or send a quote request?
Small changes to either number add up. If more of the people who already see you take the next step, you get more enquiries without paying for more clicks or climbing any higher in the rankings. For a man and van business that’s usually the cheapest growth available, and it makes every pound you spend on SEO or Google Ads work harder.
Where we look first
Your Google Business Profile
For a lot of local searches, customers decide from your profile alone. They never visit your website. We look at what they see: your photos (real vans and real jobs beat stock images every time), how recent and how many your reviews are, whether you reply to them, your listed services, your opening hours, and whether the profile makes the call button the obvious next move. Our guide to Google Business Profile tips for waste removal companies covers the basics.
Title tags and meta descriptions
These are the blue headline and the two lines of text under your website in Google. Most man and van sites have something like “Home | Smith Waste Services”. That tells the searcher nothing. We rewrite them as adverts: the service, the town, a reason to pick you, and a call to action. They’re still honest, still accurate, just written to earn the click.
Ad copy and assets
For Google Ads, we test headlines and descriptions that match what people searched for, add call assets, location assets and sitelinks for your main services, and use the details that make customers choose: same-week availability (if you offer it), licensed waste carrier, what you take.
Landing pages
When someone clicks, the page has to match what they searched for and make the next step obvious. We look at your headline, how quickly the page loads on a phone, where the phone number sits, how long your quote form is, and whether you show the trust signals customers look for: waste carrier licence, reviews, real photos, how pricing works.
Call handling and speed of response
This isn’t technically “marketing”, but it decides a lot of jobs. Missed calls, slow callbacks and quote forms answered the next day all leak work to competitors. We’ll look at how enquiries are handled and suggest simple fixes, such as call forwarding, missed-call texts and quick quote templates, that fit how you actually work.
Call tracking: the foundation for everything else
You can’t improve what you can’t see. Most of your customers ring rather than fill in a form, so without call tracking you don’t know which pages, ads or towns are bringing in work.
We set up tracking for:
- Calls from your Google Business Profile
- Calls from Google Ads, and from your website after an ad click
- Clicks on your phone number, email and WhatsApp buttons
- Quote form submissions
Then we give you a simple way to log which enquiries turned into booked jobs, and what they were worth. That turns marketing from guesswork into a few clear numbers you can act on.
How we test
We don’t change ten things at once and hope. We pick the changes most likely to make a difference, make them, and measure the result against your enquiries and booked jobs. Some changes are quick wins, like a missing phone number in the header. Others, like ad copy, need a few weeks of data. We tell you what we changed and what happened.
Who it’s for
CTR and conversion work makes the most sense if you’re already getting some traffic or running ads and feel like you should be getting more calls from it. If you’re starting from scratch, we’ll usually pair it with local SEO or a new website.
