About Lazy Susan's Cleaning Service
Lazy Susan's Cleaning Service is a U.S.-based professional cleaning company offering residential and commercial cleaning. It operates in a highly competitive local market where customers often search with immediate intent to book, and its growth depends on consistent inbound leads rather than general awareness.
Project overview
Before optimization, the account had problems common in local service Google Ads: heavy competition on core cleaning keywords, inconsistent lead volume from week to week, budget wasted on research-based searches and no predictable cost per lead for scaling decisions.
The goal was not more traffic, but more high-intent leads from people ready to book a cleaning service.
Goals
- Generate consistent, qualified cleaning service leads
- Keep cost per lead affordable and predictable
- Focus budget only on high-intent local searches
- Create a scalable Google Ads structure for long-term growth
Challenges
- High competition on core cleaning keywords
- Inconsistent lead volume week to week
- Budget wasted on low-intent or research-based searches
- No predictable cost per lead for scaling decisions
Strategy
I ran Google Ads for this cleaning business with a service-based structure: keywords grouped by specific cleaning services, campaigns limited to the local service area, lead submissions tracked as the primary conversion, and ad copy and extensions tuned for fast inquiries. Ongoing negative keyword work kept the budget on high-intent lead generation.
What I implemented
Service-based keyword research & structure
- Researched how customers search for cleaning services locally
- Grouped keywords by service: house cleaning, apartment cleaning, move-in/move-out cleaning and recurring cleaning
Local & intent-focused targeting
- Limited campaigns strictly to Lazy Susan's service areas so ads only reached users with immediate local intent
Conversion tracking & lead optimization
- Implemented lead submission tracking as the primary conversion action
- Optimized ad copy and extensions to encourage fast inquiries from ready-to-book customers
Negative keywords & traffic quality control
- Continuously excluded informational and low-commercial-intent searches to protect budget and improve lead quality
Tools used
Results
- 470 clicks (last 30 days)
- 39 qualified leads
- $12.36 cost per lead
- $902 total ad spend
- Predictable lead volume at a competitive cost per conversion without aggressively increasing ad spend, letting the business plan staffing and service capacity
