Residential Cleaning
Leads up 4.7x, CPL down 84%
A residential cleaning company was running Google Ads but struggled with high costs and missing data. Their campaigns ran broad match terms with broken call tracking, leading to a massive $171 Cost Per Lead. I audited the account, restructured their campaigns around high-intent local searches, and built a clean GTM setup. Leads scaled from 11 to 52 in a single month while Cost Per Lead plummeted to $27.36.
No contracts. Keep your account and data. Cancel anytime.
at $171 CPL
at $27.36 CPL
Client Background
About the Client
The client is a local residential and commercial cleaning service provider. Before our partnership, they spent a substantial budget on Google Ads but generated very few actual phone calls or bookings. The lead tracking was broken, leaving them with no idea which keywords drove value and which ones simply burned cash.
An audit showed that broad search queries like "cleaning" were draining their budget. Relevant local intent searches were ignored. I took over to clean up their tracking infrastructure and rebuild the campaigns from scratch.
Broken Tracking & Wasted Ad Spend
Missing Lead Attribution
The client was running ads without phone call tracking. They could see clicks but couldn't tie bookings back to specific keywords, making optimization impossible.
Broad Match Bleeding
Bidding on loose keywords like "cleaning" brought in irrelevant searches for home cleaning tips, job applications, and commercial equipment rather than local booking inquiries.
Unsustainably High CPA
With an average cost of $171 per lead, the marketing campaign was actively losing money on every cleaning job acquired.
How We Restructured the Campaign
Implemented Reliable Conversion Tracking
I set up Google Tag Manager and GA4 to track two key conversion actions: direct phone call leads (25 captured) and lead form submissions (27 captured). This gave us accurate conversion attribution from day one.
Shifted to High-Intent Phrase & Exact Match Keywords
I eliminated the generic broad-match terms and replaced them with high-intent keywords like "house cleaning service" and "maid service near me." This filtered out informational queries and focused spend on active local buyers.
Continuous Negative Keyword Exclusions
I actively monitored search terms, immediately excluding competitor brand names and non-commercial searches. This concentrated the budget on search queries that lead to direct calls and form submissions.
Campaign Evidence & Timeline
Baseline Performance: 492 clicks but only 11 tracked conversions at $171 per lead due to broken tracking and broad bidding.
Post-Rebuild Monthly Result: 255 clicks generating 52 verified conversions at an efficient $27.36 cost per lead.
Auction Insights: Dominating impression share in local targets over big competitors after optimization.
The Campaign Transformation
Key Business Impact
Tracking & Conversion Setups
Conversion Setup: Verified 25 call leads and 27 lead forms routed directly to Google Ads conversion goals.
Search Terms Report: Tightly controlled search terms ensuring we only bid on customers looking to book.
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