Scaling Commercial Cleaning Leads with Google Ads
Google Ads conversions
increase in Google Ads lead volume
reduction in cost per click (CPC)
The Challenge
When MCS Cleaning partnered with us in 2023, they were a well-established cleaning company with strong operations across the East Midlands. But their digital marketing wasn’t delivering, so they turned to us to generate more leads online. We developed an integrated Google Ads, SEO, and Content Marketing strategy that generated a steady stream of high-quality commercial enquiries. The standout performer was Google Ads, which helped create the revenue and confidence needed to expand the business into Berkshire.
Following the Berkshire expansion, the challenge shifted. MCS Cleaning needed to maintain strong lead generation across multiple regions while improving marketing efficiency and identifying new growth opportunities.
The Business
MCS Cleaning and Maintenance Limited is a family-run cleaning company founded in March 2008 by Tim and Kelly Blacknell. The company specialises in providing professional commercial and domestic cleaning services across the East Midlands and Berkshire regions.
The Goal
Build on years of successful digital marketing activity by increasing lead volume, improving campaign efficiency and supporting expansion into new service areas.
The Strategy
Step 1: Refine and Expand Google Ads Campaigns
We analysed campaign performance to identify the services, locations and search terms that generated the most valuable enquiries. Rather than spreading budget across every cleaning service, we prioritised the campaigns delivering the strongest returns and used those insights to test new growth opportunities, including Birmingham.
Step 2: Build Content around Regional Demand
Our content marketing strategy focused on supporting regional growth. We developed and optimised new location pages, such as Berkshire and Birmingham, strengthening the visibility of key commercial cleaning services in target locations.
Step 3: Focus SEO on Commercial Intent
Our SEO strategy focused on attracting visitors who were actively seeking cleaning services, rather than simply increasing traffic. Through ongoing optimisation of service pages, technical SEO improvements, and targeted keyword research, we aligned the website more closely with the searches most likely to generate enquiries.
The Results
Result 1:
Google Ads generated 592 tracked conversions over the last 12 months, representing a 50% increase in lead volume compared to the previous year. By focusing budget on the services, locations and search terms most likely to generate enquiries, we helped MCS Cleaning attract more potential customers while continuing to support business growth across multiple regions.
Result 2:
Growth didn’t come at the expense of efficiency. While lead volume increased, average cost per acquisition (CPA) improved by 8%, and average cost per click (CPC) fell by 30%. This allowed MCS Cleaning to generate more enquiries from their advertising budget while maintaining a strong return on investment (ROI).
Result 3:
Alongside PPC growth, our SEO and Content Marketing efforts continued to improve visibility across key service areas. Despite fluctuations in traffic volume, the campaign maintained exceptional organic lead-generation efficiency, delivering 270 conversions against a target of 92 (193% above target). We also achieved a sitewide organic conversion rate of 4.97%, outperforming the campaign target of 1.40%.
Content Marketing supported this performance by increasing visibility for key regional service pages, with pages like “Commercial Cleaning in Berkshire” growing traffic by 1,278% and “Commercial Cleaning Birmingham” increasing by 710%.
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