Spotlessly Clean offers professional residential and commercial cleaning services across multiple U.S. regions. Their team provides deep cleaning, move-in and move-out services, and janitorial solutions to both homeowners and businesses. Before launching a new Google Ads strategy, the company struggled with high costs and inconsistent results. Bookings were unpredictable, and many ads were not converting. In five months, our campaign optimisations led to a 201% increase in bookings, a 62.7% drop in CPA, and a 9.2% boost in CTR.
The campaign was fully restructured to target each region independently — East Alabama, West Georgia, Western Kentucky, and Southern Illinois. This regional segmentation allowed for precise targeting and performance tracking across all markets. Bid adjustments were applied based on location data, ensuring higher investment in areas with stronger returns. Underperforming regions were paused to prevent budget waste and maximise overall efficiency.
We conducted comprehensive keyword research to identify high-intent service searches such as “deep cleaning service Alabama”, “move-out cleaners near me Georgia”, and “commercial janitorial service Kentucky.” The focus remained on queries with strong purchase intent while filtering out irrelevant traffic. Negative keywords like DIY, jobs, and cheap cleaning services were added to eliminate non-commercial clicks and improve lead quality.
Ad messaging was rewritten to highlight reliability, eco-friendliness, and urgency. Headlines like “Reliable Cleaning Pros – Book Your Spot Today” and “Eco-Friendly Cleaning – Trusted by Hundreds” improved click-through performance, while promotional messaging such as “Limited-Time Offer – Get 20% Off Deep Cleaning” drove faster conversions. Ad extensions, including Call Extensions for direct bookings, Sitelinks for service navigation, and Promo Extensions for seasonal discounts, enhanced engagement and visibility.
Landing pages were redesigned for speed, clarity, and conversion efficiency. Mobile responsiveness was prioritised to reduce bounce rates, and stronger calls to action — such as “Get a Free Quote in 60 Seconds” — were positioned above the fold. Social proof, satisfaction guarantees, and before-and-after visuals were added to build credibility and trust. A/B testing different layouts led to a 36% increase in conversion rate, confirming the effectiveness of the new design.
To control spend and scale results, we adopted automated bidding strategies like Maximise Conversions and Target CPA. Budget reallocation ensured top-performing regions received the majority of daily spend, while lower-performing campaigns were limited. This data-driven budget strategy improved ROI and reduced CPA by 62.7%, all while maintaining lead volume and quality.
This project shows how a local cleaning business can scale lead generation with smart targeting and well-built campaigns. With the right strategy, even multi-location businesses can reach new levels of efficiency and growth through Google Ads.
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