Industry: Carpet Cleaning, Upholstery Cleaning & Tile Care
Service Area: Chico, CA and surrounding areas
Report Period: April 1 – September 30, 2026
The Challenge
A local carpet cleaning company in Chico, California wanted more local customers for carpet cleaning, upholstery cleaning, and tile care.
The challenge was the market itself.
Chico is not a huge city, so there are only so many people searching for these services each month. On top of that, local cleaners, national brands, and lead companies like Angi and Thumbtack are all competing for the same searches.
That meant every click mattered.
The company needed a Google Ads strategy that could make the most of a smaller search volume, compete with bigger names, and bring in real calls and quote requests without wasting the budget.
Our Strategy
We built a simple Google Ads setup focused on people already searching for cleaning services in the Chico area.
The strategy included:
- A Google Search campaign for carpet cleaning and upholstery cleaning
- A Brand ad group for people searching directly for the company
- A Performance Max campaign added in May
- A dedicated landing page for Google Ads traffic
- Tracking for both phone calls and form submissions
The goal was simple: show up for the right searches and turn that traffic into leads.
The Six-Month Results
From April through September 2026, the campaigns generated:
- 121.5 conversions
- 835 clicks
- 12.49% conversion rate
- $58.30 average cost per conversion
- $7,082.95 total ad spend
The account started with 8 conversions in April.
By June, it produced 35 conversions in one month at just $42.29 per conversion.
That was more than 4 times the leads from the first month, at about half the cost per lead.
Lead Costs Improved Quickly
April was the first full month of the campaigns, so Google was still learning which searches and users were most likely to convert.
Results improved fast:
- April: 8 conversions at $82.84 each
- May: 22 conversions at $65.77 each
- June: 35 conversions at $42.29 each
- July: 20.01 conversions at $68.08 each
- August: 16.49 conversions at $59.16 each
- September: 20 conversions at $57.76 each
June was the strongest month, with a 19.88% conversion rate.
By September, the account was generating 20 conversions a month compared with just 8 in April, while the cost per conversion was about 30% lower than the launch month.
Phone Calls Were a Big Part of the Results
For a local carpet cleaning company, phone calls are especially valuable because they often come from homeowners who are ready to ask about pricing or schedule a job.
Across the campaigns, Google Ads tracked:
- 74 phone call leads
- 30.5 form submissions
That means phone calls made up the majority of the main lead actions tracked during the campaign.
The ads were not just bringing visitors. They were getting people to contact the business.
Search Brought the Most Leads
The Google Search campaign was the biggest lead driver.
Over six months, it generated:
- 525 clicks
- 74.51 conversions
- 14.19% conversion rate
- $76.88 cost per conversion
Search worked well because it reached people who were already looking for carpet cleaning and related services.
In June, the Search campaign reached a 20% conversion rate and generated 21 conversions at $56.32 each.
Performance Max Added Lower-Cost Leads
We launched a Performance Max campaign in May to help bring in additional leads across Google’s network.
It generated:
- 310 clicks
- 46.99 conversions
- $28.83 cost per conversion
- $4.37 average cost per click
Performance Max used about 19% of the total ad spend but generated roughly 39% of all conversions.
In May, the campaign produced conversions at just $17.31 each. In June, the cost was still only $21.26 per conversion.
Using Search and Performance Max together gave the account a strong mix of high-intent traffic and lower-cost additional leads.
Carpet Cleaning Was the Main Lead Driver
As expected, carpet cleaning produced the most Search campaign conversions.
The Carpet Cleaning ad group generated:
- 419 clicks
- 56.96 conversions
- 13.59% conversion rate
In June alone, carpet cleaning generated 18 conversions at $56.01 each.
That made it the biggest source of Search campaign leads during the six-month period.
Upholstery Cleaning Also Performed Well
Upholstery cleaning had less traffic, but the leads were efficient.
The Upholstery Cleaning ad group generated:
- 65 clicks
- 11 conversions
- 16.92% conversion rate
- $66.55 cost per conversion
In July, the ad group reached a 28.57% conversion rate.
This gave the company another profitable service to advertise alongside carpet cleaning.
Brand Searches Were Worth Protecting
The Brand ad group targeted people searching directly for the company.
It generated:
- 26.11% click-through rate
- 6.55 conversions
- $49.22 cost per conversion
- $322.33 total spend
Brand campaigns can help make sure competitors and lead marketplaces do not take the top ad spots when someone is already looking for your business.
Strong Visibility Against Local Competition
By September, the company had built a strong presence in Google’s search results.
The Auction Insights report showed:
- 49.79% impression share
- 81.06% top-of-page rate
- 69.36% absolute top-of-page rate
In simple terms, when the ads appeared, they showed near the top of Google more than 8 out of 10 times.
Nearly 7 out of 10 times, they were the very first ad.
The company’s impression share was also more than four times higher than the next competitor shown in the report. Angi and Thumbtack were each below 10%.
For a carpet cleaning company in a smaller market, that is a strong position to hold.
The Outcome
After six months, this Chico-area carpet cleaning company had turned Google Ads into a steady source of local leads.
The campaigns produced:
- 121.5 total conversions
- $58.30 average cost per conversion
- 35 conversions in the best month
- 74 phone call leads
- 49.79% impression share in September
- Performance Max conversions at $28.83 each
- A 30% lower cost per conversion in September compared with April
The account started from scratch and grew into a consistent lead source by combining strong Search campaigns, Performance Max, accurate tracking, and a focused landing page.
Want More Cleaning Leads From Google?
BookCleaningJobs helps cleaning companies generate more calls, quote requests, and booked jobs through Google Ads.
Request a time to speak with us here: https://bookcleaningjobs.com/book
