PURT Marketing: How to Generate More High-Ticket Pet Odor Removal Jobs
P.U.R.T. jobs are among the highest-ticket services a Chem-Dry franchise can book. A single pet odor removal treatment on a home with multiple affected rooms can run $400 to $800 or more. The problem is that most franchises do not market it as a standalone service. They bury it under general carpet cleaning and leave the revenue on the table.
Why P.U.R.T. is a separate marketing problem
The customer who needs P.U.R.T. is not the same customer who books a routine carpet cleaning. Routine cleaning customers are triggered by visible dirt or upcoming guests. P.U.R.T. customers have an ongoing problem: a smell they cannot eliminate. Many have already tried carpet cleaning once and it did not solve it. They are frustrated, slightly embarrassed, and actively looking for a real solution.
That is a different search, a different emotional state, and a different reason to choose you over a competitor. Marketing P.U.R.T. as a line item under "additional services" misses the buyer entirely.
The searches that produce P.U.R.T. customers
P.U.R.T. customers do not search for "P.U.R.T." They search for their problem: "pet urine smell in carpet won't go away," "how to get dog urine smell out of carpet permanently," "carpet still smells like cat urine after cleaning," "pet odor removal near me."
These are high-intent searches with strong purchase signals. Someone who has already had their carpet cleaned and still smells urine is not browsing. They are ready to pay someone who can actually fix it. A dedicated P.U.R.T. landing page targeting these terms will outrank a general carpet cleaning page for these searches every time.
What a P.U.R.T. landing page needs
The page needs to address the specific situation: the smell did not go away after regular cleaning because regular cleaning does not reach the subfloor and padding where urine crystals accumulate.
The problem explained. Why carpet cleaning alone fails at pet odor. Urine penetrates through the fiber, into the backing, and soaks into the pad and sometimes the subfloor. Surface cleaning does not neutralize the bacteria and crystals below.
What P.U.R.T. actually does. The solution reaches the source. The carbonating action breaks up deposits at the pad level and eliminates the odor-causing bacteria rather than masking it.
Social proof from P.U.R.T. jobs specifically. If you have reviews that mention pet odor or P.U.R.T. by name, feature those. A homeowner who writes "I thought I was going to have to replace the carpet because of my dog" is more persuasive than a generic five-star.
Google Ads for P.U.R.T.: a low-competition opportunity
The keywords around pet urine removal have significantly lower competition than general carpet cleaning terms in most markets. Fewer advertisers are bidding on "pet urine smell in carpet won't go away" than on "carpet cleaning near me."
That means lower cost per click and higher conversion rates, because the intent is more specific. A separate Google Ads campaign targeting pet odor terms only, sending traffic to a dedicated P.U.R.T. landing page, typically converts at a lower CPL than general carpet cleaning campaigns. The audience is more distressed, more motivated, and already past the point of trying cheaper solutions.
GBP: the service listing most franchises miss
The Google Business Profile Services section has a slot for Pet Urine Removal Treatment. If it is not listed there with a description, your profile will not rank for pet odor map pack searches.
Add it with a two to three sentence description explaining that the process goes below the carpet surface to neutralize odor-causing bacteria at the source. This is a five-minute change that expands your map pack footprint for every pet odor search in your service area.
P.U.R.T. is one of the highest-margin services in the Chem-Dry system and one of the least marketed. A dedicated landing page, a targeted ad campaign, and a complete GBP services listing are the three changes that move the needle. Learn more about our Chem-Dry franchise marketing approach and how local SEO and Google Ads management work together.
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