The client
The client offers comprehensive exterior cleaning services, including power washing and roof cleaning, for residential and commercial clients within a 35-mile radius of Kendall, Maryland.
The challenge
The business faced a challenge in generating quality leads at the lowest cost per conversion.
What we were asked to do
Their goal was to increase the number of qualified leads to grow their business while minimizing the cost per lead (CPL).
What we did
To improve Google Ads campaigns for better leads and lower costs, we launched targeted ads and enhanced the landing page for better conversions. We adjusted budgets and bidding based on business cycles. We then started search and direct call campaigns, fine-tuning them after launch to maintain a steady flow of leads.
What worked in the creative
The best-performing ad had high engagement, featuring calls to action like "Call." It was optimized for visibility and engagement, significantly contributing to overall lead generation.
Results
The campaign achieved a cost per click (CPC) of $8.06 and a cost per conversion of $82.40, with a total spend of $15,903 resulting in 193 leads. The click-through rate (CTR) was 9.26%.
Outcome
During months 1-4, the campaign generated 21 leads at a CPL of $172.12. In months 5-8, there were 33 leads at a CPL of $67.54. The period from months 9-12 saw 43 leads with a CPL of $81. Finally, months 13-16 achieved 85 leads at a CPL of $61.04.