Google Ads Case Study for Cleaning BusinessRebuilding Campaigns Around High-Intent Local Searches

Searches containing "cleaning" cover everything from "cleaning jobs near me" to "how to clean an oven" to "cleaning supplies". Without careful keyword selection and negative keywords, a cleaning company ends up paying for clicks from people who will never book.

The profitable searches are specific and local: "house cleaning service in [city]", "end of tenancy cleaning", "move out cleaning", "deep clean before moving in", "window cleaning near me". These are the searches the campaigns are built around.

• Broad match keywords with no negative keyword list, so job and DIY searches eat the budget
• Location targeting that includes areas the business does not cover
• Quote forms not tracked, or tracked on page load rather than on a successful submission
• All ads pointing to the homepage instead of a page for the specific service
• No separation between one-off deep cleans and recurring weekly or fortnightly cleaning

• Separate ad groups for regular house cleaning, deep cleaning, end of tenancy or move-out cleaning, office cleaning and window cleaning
• Phrase and exact match keywords combined with city and neighbourhood names
• A shared negative keyword list covering jobs, careers, DIY, products and training from day one
• Location targeting set to the real service radius with presence-only targeting
• Call assets, location assets and price or service assets filled in before launch

• Quote-form submissions tracked on confirmed submission through GTM
• Calls from ads and calls from the website counted after a minimum duration
• Enhanced Conversions for Leads enabled so leads match back reliably
• Booked first cleans imported back to Google Ads where the booking software allows it

Each main service gets a landing page with the quote form above the fold, clear pricing guidance or a starting price, the areas covered, trust signals such as insurance and vetted staff, and real reviews. The same call to action repeats down the page so visitors never have to hunt for the next step.