Client: Top Shelf Cleaning, Cincinnati, OH

Industry: House Cleaning

Challenge: Overcoming high costs in a competitive niche and improving the efficiency of a Google Ads campaign to generate more leads.

Our Journey with Top Shelf Cleaning

Top Shelf Cleaning, a renowned house cleaning company in Cincinnati, OH, faced a significant challenge common in the cleaning industry: high advertising costs and ineffective lead generation.

At first, this cleaning company generated all of their business from word of mouth and neighborhood groups. When they got started with Google Ads, their campaign produced leads at an unsustainable cost of over $70 per lead. This was partly due to high CPCs (cost per click) and irrelevant traffic, challenges typical in the house cleaning niche.

Revamping the Strategy & Rebuilding The Campaign

After a disappointing initial 60 days, we completely overhauled the campaign. Sometimes that happens! Our team identified several issues early on in the campaign that were best solved with a complete campaign rebuild. Our specialists also used a robust negative keyword strategy to exclude unwanted queries and traffic from our campaign.

Search Campaign Results (Recent 30 Days):

• 1,745 Impressions

• 169 Clicks

• 9.68% Click-Through Rate (CTR)

• $4.79 Average CPC

• 17.16% Conversion Rate

• 29 Leads Generated

• $27.90 Average Cost Per Lead (reduced from over $70!)

Display Campaign Results (Recent 30 Days):

• 126,683 Impressions

• 1,456 Clicks

• 1.15% CTR

• $0.10 Average CPC

• 0.76% Conversion Rate

• 11 Leads

• $12.94 CPL (cheaper than search!)

The Power of Brand Exposure

Banner ads still work! Especially Google’s beautiful responsive display ads. The massive 126,683 display impressions significantly boosted Top Shelf Cleaning's brand visibility in the local area. This exposure is invaluable for long-term brand recognition and trust-building among potential clients. It also helps drive a more efficient cost per lead on search by warming up your prospective customers with display ads before they find you on Google search.

Conclusion and Future Outlook

Our collaboration with Top Shelf Cleaning demonstrates the importance of adaptability and expertise in digital marketing. By identifying key challenges and leveraging our experience, we not only reduced the CPL significantly but also enhanced the client's local brand presence. As we continue our partnership, we anticipate further growth and success for Top Shelf Cleaning.

UPDATE - July 2024

We continued to work with Top Shelf Cleaning on their marketing efforts, with the goal of generating high-quality converting leads and lowering the CPL. With proactive monitoring of the campaign performance, and adjusting keyword bids and ad spend to maintain efficiency and effectiveness, we were able to achieve these goals. 

The Results

• Exceeded the client’s CPL target: We achieved a CPL of $18–25, well below the client’s $35 target, generating a high volume of quality leads cost-effectively. 

• Doubled incoming calls: The campaign doubled incoming calls, significantly boosting lead generation and attracting potential customers. 

• Surpassed expectations: The campaign exceeded client expectations by generating more leads and calls than anticipated, reflecting its success.

• Client Win: Top Shelf skyrocketed to over $50k/month. 🚀

Search Campaign Results (July 2024):

• 1,522 Impressions

• 132 Clicks

• 32.6% Conversion Rate

• 43 Leads Generated

• $15.78 Average Cost Per Lead (nearly half of our original case study!)

Client Testimonial

"...whatever you're doing don't change anything. It's been crazy since I got back from the beach. I've picked up a sh*t ton of new business." ~Simon @ Top Shelf Cleaning

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