Boosting a cleaning company's lead conversions by 95% while slashing cost per lead by 57%
A 30-day Google Ads restructure for a commercial and residential cleaning company, rebuilt around granular geo targeting and aggressive negative keyword sculpting instead of broad, unfiltered traffic.
A regional cleaning company, competing in one of the most aggressive local Search verticals.
This premier cleaning service provider delivers residential deep cleaning, move out cleaning, and commercial janitorial contracts. Operating across a sprawling region, the business provides highly dependable and efficient solutions, and relies heavily on targeted advertising frameworks to capture urgent booking requests.
The goal was to make sure these advanced search campaigns successfully captured high intent customers requiring immediate assistance, instead of paying for clicks that were never going to become bookings.
The problem
The local cleaning services market is highly aggressive on the Google Search Network, with dense competitor crowding and volatile auction dynamics. Throughout June 2023, the account suffered from extreme conversion inefficiency: it was burning through a massive monthly budget, spending A$8,926.94 but generating only 103.00 conversions, an unsustainably high cost per conversion of A$86.67.
The main technical issues stemmed from broad match keyword bleed, unfocused geographic settings, and poor landing page optimization. This lack of precision caused a lower CTR of 3.62%, and a high average CPC of A$1.66, as the campaign paid premium rates for low-converting terms like "DIY cleaning tips," "job searches," and "cheap maid services" outside the client's territory.
June 2023 baseline
Side by side, straight from Google Ads.
The same campaigns view, one month apart. Nothing hidden, nothing modeled.
A data-driven Search network restructure, built around intent.
Four changes, run together, to rebuild the account's framework for high-intent transactional search patterns and optimal bidding efficiency.
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Granular geo targeting & ad grouping
Dismantled the loose campaign setup and reconstructed tightly themed ad groups by intent (e.g. "commercial office cleaning," "end of lease cleaning expert"), with strict radius-based targeting limited to affluent residential zones and active commercial business parks.
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Aggressive negative keyword sculpting
Built an extensive negative keyword list to protect ad spend from non-transactional traffic, immediately suppressing terms like "free," "supplies," "jobs," "how to clean," and "cheap products" so budget was strictly funneled toward prospects looking for a professional crew.
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Ad text & local assets overhaul
Rewrote the Responsive Search Ads to spotlight high-converting local hooks such as "Fully Insured Professional Cleaners," "Same Day Bookings Available," and "100% Satisfaction Guarantee," paired with localized sitelinks, structured snippets, and call extensions for friction-free mobile leads.
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Bidding transition & smart conversion capture
Audited and fixed the conversion tracking setup via Google Tag Manager to capture real-time form completions, booking requests, and mobile click-to-calls, then shifted the campaign to a Smart Bidding framework driven by live auction signals.
30 days later: nearly double the leads, at a fraction of the cost.
Comparing July 2023 to the June 2023 baseline, across every core metric.
Live campaign report, July 1 to 31, 2023.
"Despite generating almost double the volume of customer leads, total ad spend actually decreased. That's what happens when hyper-local geo targeting and aggressive negative keyword sculpting replace broad, unfiltered traffic."
Growth Architech · Google Ads teamWant results like this for your business?
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