Google Ads Doubles Leads for Cleaning Company
What if your next cleaning customer is searching Google right now… but they can’t find you? For one roof and exterior cleaning company in Maryland, that was reality—a team with 500+ glowing reviews, trusted by the community, but struggling to turn online clicks into real, qualified leads. Their story is a masterclass in how smart Google Ads strategy and relentless optimization transformed a local business’s trajectory.
Executive Summary: The Local Cleaning Company That Cleaned Up Its Lead Generation
A top-rated Maryland roof and exterior cleaning company partnered with CDM Suite for a Google Ads overhaul. The mission: increase qualified leads while cutting cost per lead. The results? 193 leads, a 9.26% CTR, and a 65% drop in CPL—all within a 16-month campaign that turned their Google Ads into a high-efficiency lead engine. Read on for the full behind-the-scenes breakdown, data, and actionable insights.
About the Client: More Than Just a Power Wash
Nestled on Maryland’s Eastern Shore and serving a 35-mile radius around Kendall, this company built its reputation on quality, reliability, and community trust. Their catalog includes:
- Roof cleaning
- Power washing
- Gutter and window cleaning
- Commercial and residential services
With over a decade in business and 500+ 5-star reviews, they were the local go-to. But even the most trusted brands can hit a marketing ceiling. Their existing digital campaigns simply weren’t delivering the volume or quality of leads needed to fuel growth.
Why This Story Matters
If you run a service business—especially in a competitive, seasonal industry—your marketing can be the difference between a booked-out schedule and empty days. This case study shows how data-driven Google Ads, landing page optimization, and agile budget management can unlock the next level of growth, even for established brands. Learn more about our services at CDM Suite.
The Challenge: When Reputation Isn’t Enough
The Pain Points
- High cost per lead (CPL) was eating into margins, making scaling risky.
- Inconsistent lead quality: Many leads weren’t converting into jobs, wasting sales time.
- Strong local competition meant every missed click was a win for a rival.
- Seasonal swings in demand required nimble budget and bidding strategies.
“We had the reviews and word of mouth, but our Google Ads were expensive and unpredictable. We needed more than clicks—we needed real customers who’d book jobs.”
The Solution: Strategy Meets Execution
CDM Suite’s approach wasn’t just about tweaking ad copy or raising bids. It was a full-funnel, data-driven transformation:
1. Laser-Targeted Google Ads Campaigns
- Keyword research: Deep dive into local, high-intent search terms for roof and exterior cleaning.
- Segmented ad groups for each service (roof cleaning, gutter cleaning, power washing) to increase relevance and Quality Score.
- Compelling ad copy with strong CTAs (“Call Now”, “Get a Same Day Quote”)—turning searchers into callers and form-fills.
2. Landing Page Optimization
- Dedicated, conversion-focused landing pages for each service, featuring before/after photos, reviews, and trust signals.
- Multi-step forms to boost conversion rates and screen out low-quality leads.
- Mobile-first design to capture on-the-go prospects.
3. Budget & Bidding Strategy
- Adaptive budgets: Increased spend during peak months, pulled back when demand dipped.
- Smart bidding: Shifted between manual and automated strategies based on results and seasonality.
4. Relentless Campaign Optimization
- Weekly review of search terms, negative keywords, and ad performance.
- A/B testing ad copy, landing page layouts, and form structures.
- Direct call campaigns for high-intent, ready-to-book prospects.
5. Tracking & Attribution
- Conversion tracking for calls, forms, and online bookings.
- Continuous data analysis to identify what’s working—and what needs to change.
Results: The Data That Proves the Power of Optimization
Key Metrics (All-Time Campaign Performance)
- Total ad spend: $15,903
- Total leads: 193
- Cost per click (CPC): $8.06
- Average cost per lead (CPL): $82.40
- Click-through rate (CTR): 9.26%
Month-by-Month Progression
| Period | Leads | Cost Per Lead (CPL) |
|---|---|---|
| Months 1–4 | 21 | $172.12 |
| Months 5–8 | 33 | $67.54 |
| Months 9–12 | 43 | $81.00 |
| Months 13–16 | 85 | $61.04 |
From 21 leads at $172 each to 85 leads at just $61 each—a 65% CPL reduction and 4x lead volume increase in the final quarter!
Best-Performing Ads
“Call Now for Same Day Powerwash!”
- Featured urgency and trust (“12 Years in Business,” “Guaranteed Results,” “Over 500+ 5 Star Reviews”)
- Highlighted wide service area and competitive pricing
- Optimized for mobile and click-to-call engagement
Qualitative Feedback
- Sales team reported higher quality, more ‘ready to book’ leads.
- Customer testimonials featured on landing pages boosted trust and conversion rates.
Lessons Learned: 5 Takeaways for Service Businesses
- Never Run Ads Without a Dedicated Landing Page
Conversion-focused landing pages—tailored to each service—turn clicks into customers. - Let Data Guide Budget Decisions
Track CPL and lead quality monthly, and don’t be afraid to reallocate spend based on real ROI. - Use Multiple Lead Capture Methods
Combine web forms and direct call campaigns to reach customers where they’re most comfortable. - Continuous Testing = Continuous Improvement
A/B test everything—ads, headlines, forms, and even images—to keep conversions climbing. - Capitalize on Trust and Social Proof
Showcase reviews, years in business, and community involvement to differentiate from competitors.
Check out more insights on our blog.
Power Up Your Own Lead Generation
The digital marketing landscape for cleaning and exterior services is only getting tougher—and more expensive. But this case study proves that with the right strategy, you can dominate your local market, fill your schedule, and scale profitably.
Ready to see how your Google Ads and digital marketing really stack up? Get a free, custom 3-minute marketing assessment from CDM Suite:
Discover exactly what’s missing in your marketing strategy—and get a custom growth plan
Don’t let your next high-value customer slip through the cracks. Let’s build your next success story together.
