Growth MarketingCattery · Google Ads
Xi Meow
+485% WhatsApp enquiries
WhatsApp enquiries up 485%, and 85 out of every 100 enquiries went on to book a viewing.
Read the case studyCommercial cleaning
CleanLab
The budget nearly doubled and each lead got 60% cheaper. Conversions up 359% year on year.
+359%Conversions
−60%Cost per conversion
−59%Cost per click
Year on yearCompared
The situation
CleanLab cleans offices and commercial buildings. The first year of Google Ads worked, so the company decided to put 95% more behind it. The usual result of more spend is more expensive leads. The brief was to scale without paying more for each one.
What we built
- Campaigns restructured around the commercial cleaning searches that turned into quotes
- Negative keywords and bids reviewed every week as spend went up, so the extra budget went to what converted
- Month by month comparison against the same month a year earlier
Before and after
Conversions
BeforeBefore
After+359%
Cost per conversion
BeforeBefore
After−60%
Cost per click
BeforeBefore
After−59%
Leads, on 95% more spend
BeforeBefore
After3.59×
Bars indexed to the starting level.
How it went
- Where it started
The budget about to nearly double, with the usual risk: more expensive leads.
- Start
Account audit: what the budget bought, and which searches produced quotes.
- As spend rose
Cut what did not convert, moved budget to what did, week by week.
- Year on year
4,640 conversions. Cost per conversion down 60% against the previous year.
- Where it landed
Conversions up 359%. Each one 60% cheaper. 4,640 conversions in the year.
What changed
“Even when we doubled our marketing budget, they managed to increase our conversions by 359% while reducing our average cost-per-click by 59% and cost per conversion by 60%.”
Kevin, Director, CleanLab
- 359% more conversions, 4,640 in total
- 60% lower cost per conversion
- 59% lower average cost per click
- 95% more spend that brought 3.59× the leads
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