After purchasing a local franchise of a nationwide professional cleaning company, our client faced challenges with the quality and quantity of leads generated through the national head office’s advertising efforts. The ads were overly generalized, leading to suboptimal landing pages and ineffective targeting for the local market. The corporate office’s lack of flexibility and control over ad messaging frustrated our client, who knew that local optimizations were essential for success.

Solution

&Marketing’s Cleaning Business Marketing Approach

We began by transferring the franchise’s Google Ads accounts to our client’s control, allowing for localized ad management. We then optimized the ads by creating SEO-optimized landing pages with clear calls-to-action (CTAs) and implemented a call tracking system to monitor lead generation. ROI/ROAS models were developed to track clicks, leads, conversions, and close rates.

Recommendations Included:

  • Weekly optimization of Google Ads based on local performance.
  • SEO optimization for landing pages.
  • SEO optimization for franchise landing pages (to be delivered by each franchise to franchise corporate marketing).

Our analysis revealed opportunities to optimize Google Ads and local SEO performance by reallocating ineffective ad spend, improving technical SEO, and optimizing Return on Ad Spend (ROAS).

Results

The implemented strategies resulted in significant improvements in lead generation quantity and quality, as well as reduced wasted ad spend:

  • Overall positive Return on Ad Spend (ROAS).
  • 34% increase in form fill-outs.
  • 57% increase in conversion rate.
  • 28% increase in calls.
  • 80% increase in non-branded conversions.

Next Steps

If you’re concerned about your ad optimization or missing opportunities for new leads, we’re here to help. Our team can provide concrete recommendations to guide your ad strategy and maximize your return on investment.

Facing challenges in your food and beverage marketing? Let’s discuss how a coordinated marketing approach could elevate your organization to the next level. We’re eager to learn more about your challenges and explore how we can help.

Lead Generation

Related Posts ...