&Marketing Case Study: How to Market a Cleaning Business to Generate Leads

Business Challenge Summary

After purchasing a local franchise of a nationwide professional cleaning company, our client was disappointed at the quality and quantity of leads she was getting. When it came to figuring out how to promote a cleaning business, her goals were clear; however, she wasn’t sure how to get there. She enlisted the help of &Marketing to figure out how to stretch her digital advertising budget to successfully market a cleaning business in a way that generated qualified leads that turn into recurring business.

Prior to working with &Marketing, all ads were managed through the national head office. This over generalized approach led to sub optimal corporate-managed landing pages. Additionally, because they were managing at a national level, the ads were extremely broad and not necessarily in line with the needs of the local market. Unfortunately, local optimizations were impossible because the corporate office did not enable franchisees to access their Google Ads account, nor were they willing to segment their approach to be more inline with local markets. This meant our client had no control over the messaging being served to her target audience on behalf of her franchise. This resulted in a frustrated franchisee who knew her ads could be performing better but didn’t know how to work around the limited options.


&Marketing’s Cleaning Business Marketing Approach

We started by transferring all the franchise’s Google Ads accounts to one our client could access. We then recreated and optimized the ads by building an SEO-optimized landing page with clear CTAs, along with the addition of implementing a call tracking system to make it possible to see which ads were resulting in leads. We then created ROI/ROAS models to track clicks, leads, conversions, and close rates.

We used these metrics to drive recommendations for:

  • Weekly optimization of Google Ads based on local performance
  • SEO optimization for landing pages
  • SEO optimization for franchise landing pages (to be delivered by each franchise to franchise corporate marketing)

&Marketing’s analysis of the existing corporate-managed Google Ads account and historical data revealed significant opportunity to optimize the franchise’s Google Ads and local SEO performance by implementing the following on an ongoing basis:

  • Reducing or re-allocating ineffective Google Ads spend
  • Implementing a call tracking system to eliminate incoming SPAM or wrong-number calls
  • Improving technical SEO
  • Model and optimize Return on Ad Spend (ROAS) to ensure the total spend is leading to inbound leads and incremental revenue by optimizing cost per click, conversion rates, and close rates.

After pouring over the data and figuring out a way to work around the initial limitations, the answer was clear – the best way to market a cleaning business is to run targeted Google Ads with locally-optimized SEO. The results speak for themselves.


As a result of these actions, our client saw significant increases in lead generation quantity and quality and reduced wasted ad spend. Results included:

  • Overall positive Return on Ad Spend (ROAS)
  • 34% increase in form fill-outs
  • 57% increase in conversion rate
  • 28% increase in calls
  • 80% increase in non-branded conversions

Wondering how well your ads are optimized for the best return on spend or concerned you might be missing opportunities for new leads? We’d love to walk through your approach to learn more about your challenges to identify how we may be able to offer concrete recommendations to guide your ad strategy.

Are you facing challenges of your own in your food and beverage marketing?

We’d love to learn more about your challenges and how a coordinated marketing approach might help take your organization to the next level.

Are you facing challenges of your own in generating leads and meeting your business’s growth goals?

We’d love to learn more about your challenges and how a coordinated marketing approach might help take your organization to the next level.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.