$13
Cost per lead
700+
Total leads
High
Competition category
The situation
A crowded local cleaning market with several distinct services — domestic, end-of-tenancy, carpet — each needing its own message. Earlier campaigns had never hit lead volume targets at a workable cost.
What we changed
- 01Separate campaigns per cleaning service instead of one catch-all account
- 02Bid strategy tuned specifically for cost-efficient lead acquisition rather than impression share
- 03Ad extensions and localised copy to lift relevance and quality score
- 04Rolling keyword optimisation as search term data accumulated
The outcome
- Over 700 leads generated
- Cost per lead held at $13 across the campaign
- Meaningful lift in local brand visibility and service awareness
- Lead targets met on a budget the business could sustain
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