A California Commercial Cleaning Company
A commercial cleaning company in California providing recurring day porter and janitorial services. They look after workplaces across a range of industries, from offices to manufacturing sites.
Results
- 68% lower cost per lead
- 10x increase in conversion rate
- 2x+ leads on similar ad spend
- 11x more clicks
The challenge and the solution
The challenge
When they came to us, every campaign was switched off. Poor results had pushed them to pause the lot and part ways with their previous vendors.
The accounts had been run without the data to guide them, so keyword and campaign choices weren't based on what was working. Conversion tracking counted things it shouldn't have and counted others twice, which made the results look better than they were while money went to waste.
In a niche, competitive market, staying switched off wasn't an option. They needed the campaigns running again, and working.
The solution
We began with a full review of the account, sorting what had worked from what hadn't, and used it as the starting point for a new strategy.
That strategy aims at one result, a first-time consultation, which is the lead their sales team counts as qualified. We got there in phases, building traffic first, then optimizing for conversions, then for booked consultations. Clicks turning into leads went from 0.8% to 8.3%, above the 6.5% target.
With Google Ads performing, we extended the campaigns to Microsoft Ads.
Strategies
Paid search
We rebuilt their Google Ads account around booked consultations, then carried the same approach over to Microsoft Ads.
- Account reviewWe sorted what had worked from what hadn't before changing anything.
- Bidding on conversionsWe moved bidding from paying for clicks to paying for conversions.
- 423 searches excludedWe blocked 423 irrelevant search terms across two passes, including competitors' brand names.
- Real calls onlyA call counts as a lead only after two minutes, so short calls no longer inflate the results.
- Ad groups by serviceWe grouped the ads by service, which showed office cleaning to be the most efficient.
- Microsoft AdsOnce Google Ads was working, we extended the campaigns to Microsoft Ads.
Landing pages
Pages built for the campaigns, so every click lands somewhere made for it.
- Built for the campaignsWe built landing pages for the paid search campaigns.
- A page per serviceSeparate pages for day porter and janitorial services, so each ad lands on the service it promised.
- Built to book a consultationEvery page leads to one step: booking a first-time consultation.
- Tested and improvedForms, offers and headlines were tested, and the better version kept.
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