Bay Shores Cleaning
Generate a consistent flow of qualified residential cleaning leads in the Midland, MI area through Google Ads using a multi-channel approach combining Performance Max and Search campaigns.
$24.30 average cost per lead
Google Ads Management · Residential Cleaning · Midland, Michigan and surrounding areas · April 1 – June 30, 2026
The challenge
Bay Shores Cleaning needed a steady pipeline of qualified residential cleaning leads while maintaining an efficient cost per acquisition in a competitive local market. The challenge was balancing high lead volume with lead quality by using multiple Google Ads campaign types and continuously optimizing budget allocation.
Strategy
Use Performance Max for broader discovery and automated cross-channel reach, and Search for high-intent keyword traffic.
What Five Door did
- 01Launched a Performance Max campaign across Google platforms with automated bidding and placement optimization.
- 02Ran dedicated Search campaigns targeting high-intent residential cleaning keywords specific to Midland, MI.
- 03Continuously optimized through ad-copy testing, budget allocation between Performance Max and Search based on cost per lead and lead quality, and Search Term Report audits.
- 04Used Performance Max for broader discovery and automated reach, and Search for high-intent keyword traffic.
Detailed results
At $9.79 per lead
Why it worked
The diversified multi-channel approach maximized total lead volume while keeping costs efficient. Performance Max produced the most leads at the lowest cost per lead, validating the investment in automated cross-channel targeting. Search campaigns added high-intent traffic around specific cleaning keywords.
Running Performance Max and Search together captured both automated discovery and high-intent demand, holding cost per lead at $24.30 across the quarter.
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