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Bugs are basically protein so bug removal requires a strong alkaline solution. Some of the gel type removers do well because they afford a little better dwell time which is also important in removing bugs. If possible it also helps if the solution is heated to increase the ability of the product to dissolve or break up the bugs.
Ammonia has a pH of 11.6 which means that added to an already high pH product (an alkaline) it would boost the strength. Unlike many other high pH ingredients Ammonia is not that stable and is very easily neutralized by a simple acid. Ammonia is a relatively cheap ingredient in a cleaner thus it may be used in cheaper bug remover products. Most quality bug cleaners avoid using ammonia because it is very toxic and there are better and more stable ways to increase and fortify the pH.