Pro Carpet Cleaning is run by Aaron and Ryan, two ambitious business owners who bought the business back in February 2021. At the time they inherited the previous business owner’s Google Ads account, which initially worked well for them, however after launching a new website and trying to self manage the campaign, performance started to drop and cost per lead began rising.
Before working with Atomic, Pro Carpet Cleaning had sought help from a marketing agency, who took over management of their Google Ads campaigns. While under new management they achieved “lacklustre results” that helped them get by. As the months went on, cost per lead continued to increase to an unprofitable level and even after multiple discussions with their agency, they had no answers to the problem.
Atomic was hired in November 2021 to find the cause of their rising cost per lead and stop Pro Carpet Cleaning’s Ad account from haemorrhaging any more money.
In this case study we will show you how we took Pro Carpet Cleaning’s Ad account from paying an average cost per lead of £51.92.
Reducing it to £14.24 per "quotable lead"... all in only two and a half months.
We sat down with Ryan over a Zoom meeting to establish his goals and what a successful first month would look like. The goal for November onwards was to reduce cost per lead across all campaigns by 50%, bringing it back down to a profitable level. To quote Ryan:
If you guys are able to bring down our cost per lead to £25 we'll be over the moon and making money!
The old campaigns were generating thousands of clicks and £1,000s in wasted Ad spend on keywords that would never convert into enquiries. For example, the search term reports included search terms such as ''carpet cleaner hire', ''carpet cleaner rental'' and ''carpet cleaner'. On the surface these look like acceptable search terms, but we knew that these were searches being made for products and equipment hire, rather than for a carpet cleaning service.
The average conversion rate across all campaigns within Pro Carpet Cleaning's Ad account was 2.67%. This was being caused by a combination of poor quality traffic and by sending Ad traffic to basic location service pages on the website that gave people little incentive to contact them. The main conversion rate killer was on the webform itself, which included a dropdown question "Cleaning Package Required", with no prior reference to packages or prices on the page.
We started work on consolidating small location campaigns and adding them into new location campaigns which targeted a larger geographic area. This meant every new campaign we launched would benefit from being able to generate more clicks and lead opportunities. It also helped reduce the inefficiency of trying to manage 100+ different campaigns with minimal data.
After consolidating all the location campaigns, we were left with 20 campaigns which were all specific to the different areas.
To stop wasting Ad budget on poor quality traffic, we chose new keywords to target. These new keywords were all focused on containing words such as “service” and “company”. This simple addition helped qualify the intent of the users search as someone looking for a professional to help them.
Campaigns were broken down into 2 different Ad groups, Intent and locations. This allowed us to target the high volume “near me” keywords and pick up traffic for all the different location keywords as well.
With the website converting visitors at 2.67%, we opted to design a custom landing page for PCC to improve the website’s ability to convert traffic into leads. This meant we could increase the number of leads we generated without having to spend more on Ad budget.
The landing page was built using the following structure:
With 20+ location campaigns all with different areas, we used dynamic text replacement to change the location keyword in the landing page headline to match the location that they typed into Google. This helped create a very relevant and localised landing page experience without having to create 20 different pages.
The landing page also featured a multi-step quote form that would pre qualify leads by asking easy to answer questions about their property and what needed cleaning. This increased their perception of receiving an accurate quote, whereas most competitor brands simply ask for personal details and include a message box.
To help Ryan and the sales team understand what leads were converting into sales, we set them up on our lead management system. The system allowed them to see all the leads generated from the campaign in one central place, and play back calls if needed.
For each lead that came into the system, the sales team would mark them as "Quotable: Yes or No" from the dashboard and assign a quote / sales value. This helped us understand which leads were good quality, so we could feed that data back into Google to help the algorithms go out and find more of Pro Carpet Cleaning's ideal customers.
