Paul H Coulthard
you have the wrong outlook on the way adwords works. its about market forces. the cost is directly linked to the demand. and whatever the cost should be added into your price. So you dont set the budget. In fact all marketing works this way. if you spent £100 on print and del leaflets and get 4 jobs that £100 should be in you sum for the cost of a customer.
Sum = cost of customer + running cost + profit = price
Get "Cost Of A Customer" and you can see marketing as buying customers. testing plays a important part and you should always have a winning advert in all media that you use and keep trying to beat it. plus the message to customer match should be what works not what you think works. its a science. thats why you test.
JandS
You need to use cookies and the ip block in adwords settings. I would love to hear your views on facebook marketing and your approach. we testing some ideas, early days for us just getting the way to present the message. name and number is just a turn off for people. We have thought about PR. charity approach. entertainment might be an option, or controversy news.
I have been looking for a good page outside cleaning for ideas on what works, but its hard to find. the problem is these people are not looking for us, unlike adwords and search.
Had a look at your facebook page hope you dont mind? good mix of content. do you get a lot of people asking for price? how do you capture their details for remarketing? do you use guides? Guides are great because they take the conversation away from price and inform the prospect that they should be looking for more info before deciding. they are cleaver because the prospect does not know what to ask, thats why its always the price question. guides put the questions into their minds. thats why expert positioning is important. if your all sell, sell, sell, it puts a defence up from them. anyway great job.