Client Snapshot

A cleaning service serving local customers across the USA, operating in a competitive market where customers regularly search for professional cleaning services for their homes, offices, and properties.

The Challenge

Cleaning is a highly competitive local service category, with businesses competing for searches from customers looking for everything from routine cleaning to more immediate service needs.

The challenge was to build a campaign that could consistently reach people actively looking for a professional cleaning company while keeping the advertising budget focused on genuine service-related searches.

A major priority was avoiding wasted spend on searches with limited commercial intent. For a local cleaning business, generating clicks is only part of the equation. The real value comes from turning relevant searches into actual customer calls.

The campaign needed to focus on high-intent searches and create a reliable path from search to phone call.

The Strategy

We structured the campaign around high-intent cleaning service searches, focusing on keywords that indicated a stronger likelihood of hiring a professional cleaning company.

Search-term data was continuously reviewed to understand what customers were actually searching for and to identify irrelevant or low-commercial-intent traffic.

Negative keywords were added and refined to filter out searches that were unlikely to generate genuine cleaning inquiries, helping keep the advertising budget focused on more relevant opportunities.

Ad messaging was aligned with customer search intent, clearly communicating the cleaning services available and encouraging potential customers to contact the business directly.

Because phone calls were the primary conversion goal, call conversions were tracked closely and used as a key performance signal throughout the campaign.

The campaign was continuously monitored and optimized based on search terms, keyword performance, call volume, and cost efficiency.

The Results

Campaign Period: April 1 – August 31, 2026

Over the five-month campaign period, the campaign generated 480 genuine cleaning service customer calls from 3.66K clicks, at an average cost of $65 per call.

With $31.5K in advertising spend, the campaign maintained a strong focus on generating real phone conversations with people actively looking for professional cleaning services.

Why It Worked

The campaign was built around customer intent rather than traffic volume.

Cleaning searches can attract a wide range of users, but not every click represents someone ready to hire. By focusing on high-intent keywords, continuously reviewing search terms, and excluding irrelevant traffic, the campaign kept the budget focused on more valuable customer opportunities.

Tracking phone calls as the primary conversion signal also allowed optimization decisions to stay focused on the action that mattered most to the business.

The result was a campaign designed to consistently turn relevant local searches into genuine cleaning service calls.

Takeaway for Similar Businesses

For cleaning companies, more clicks don’t necessarily mean more customers.

The focus should be on reaching people who are actively looking for a cleaning service and making it easy for them to contact the business.

Strong search-intent targeting, continuous search-term optimization, relevant ad messaging, and accurate call tracking can help turn paid search traffic into real customer conversations.