Bay Shores Cleaning Company
Google Ads Case Study
Generated 313.5 Residential Cleaning Leads in 90 Days Through Multi-Channel Google Advertising
Client
Industry
Residential Cleaning Services
Generate a consistent flow of qualified residential cleaning leads in the Midland, Michigan area through Google Ads using a multi-channel approach combining Performance Max and Search campaigns.
Objective
The Strategy
We developed and managed a multi-channel Google Ads strategy designed to capture cleaning leads at every stage of the search journey, from high-intent local queries to broader discovery across Google's network.
Our strategy included:
Launching a Performance Max campaign to reach potential customers across Google Search, Display, Maps, and Discovery with automated bidding and placement optimization
Running dedicated Search campaigns targeting high-intent residential cleaning keywords specific to the Midland, MI market
Testing ad copy variations focused on professionalism, family-owned trust signals, and detailed cleaning services
Continuously optimizing budget allocation between PMax and Search based on cost per lead and lead quality
Scaling budget toward the top-performing channels while refining underperformers
Rather than relying on a single campaign type, we built a system where each channel played a specific role: Performance Max for broad discovery and automated reach, and Search for high-intent keyword traffic where homeowners are actively looking for cleaning services.
The Results
Over the April 1 - June 30, 2026 period, the campaigns generated:
Performance Max
234 leads generated
$2,290.00 ad spend
$9.79 cost per lead
3,833 clicks
139,671 impressions
6.10% conversion rate
Search (2 campaigns combined)
79.5 leads generated
$5,327.31 ad spend
$67.01 cost per lead
1,232 clicks
44,574 impressions
6.45% conversion rate
Combined Totals
313.5 total leads generated
$7,617.31 total ad spend
$24.30 average cost per lead
5,065 total clicks
184,245 total impressions
6.19% combined conversion rate
Top-Performing Ads
The multi-channel approach revealed clear winners:
The top Search ad featuring "Best House Cleaning Company" and "Professional House Cleaning" headlines generated 62 leads at $43.84 per lead with an 11.9% conversion rate and 4.5% click-through rate
The Performance Max campaign generated 234 leads at just $9.79 per lead, delivering the highest volume at the lowest cost in the account
Ad copy emphasizing "Family Owned Business" and "Detailed House Cleaning" consistently resonated with homeowners in the Midland area
Why the Campaign Was Successful
The success of this campaign came from a diversified, multi-channel approach that maximized total lead volume while keeping costs efficient.
Performance Max proved to be the strongest channel by generating the most leads at the lowest cost per lead ($9.79), validating the investment in automated, cross-channel targeting. The dedicated Search campaigns rounded out the strategy by targeting specific cleaning keywords with tailored ad copy that highlighted the company's family-owned roots and professional standards, converting at 6.45%.
By running both campaign types simultaneously and continuously shifting budget toward the best performers, Bay Shores Cleaning Company was able to generate 313.5 leads in just 90 days at a $24.30 average cost per lead with a 6.19% combined conversion rate.
Performance Wins
Through strategic multi-channel Google advertising, Bay Shores Cleaning Company generated 313.5 residential cleaning leads from April 1 - June 30, 2026, reached over 184,245 local impressions, and maintained an efficient $24.30 cost per lead. The Performance Max campaign alone delivered 234 leads at just $9.79 each at a 6.10% conversion rate, while the top-performing Search ad converted at 11.9%. The combined approach created a scalable, reliable system for new customer acquisition in the Midland, Michigan market.
Cookie cutter plans don’t exist here. We want to help you increase your impact with a custom plan built just for you and your home-service business.
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