290 leads in 45 days for a cleaning company
This client came to me with a Google Ads account that was spending money every month and producing a trickle of enquiries. People were clicking the ads, but nowhere near enough of them were picking up the phone or asking for a quote.
The situation
Cleaning is a local, high-intent service. When someone searches for a cleaner near them, they usually want one this week. The account wasn't built around that. Keywords were too broad, so the ads showed up for searches from people who were never going to book.
There was also no real testing on the ads themselves, so nobody knew which message was actually bringing in customers, and the bidding wasn't pointed squarely at the one thing the business cared about: a lead.
What I did
- Restructured the campaigns around local intent keywords, the searches people make when they're ready to hire a cleaner in their area.
- Built out negative keyword exclusions so the budget stopped going to job hunters, DIY searches and other traffic that would never convert.
- Set up a fast A/B testing routine for ad copy. Different angles ran side by side, the weaker ones were cut quickly, and the winners got the budget.
- Moved the bidding strategy toward conversions once there was enough clean data for Google's bidding to learn from.
What happened
Over 45 days the account produced 290 leads from 3.67K clicks, with a conversion rate about three times higher than before. Total spend for the period was $4.06K, which puts the cost per lead at roughly $14.
More importantly, the business could finally see which searches and which ads were producing its customers, so every month after that started from real data instead of guesswork.
If you're in a similar spot
If your ads get clicks but not calls, the answer is rarely "spend more". Open the search terms report first. It's the most honest document in your whole ad account, and it usually shows exactly where the money is leaking.
Tools used
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