Meta & Google Ads Case Study
193 New Cleaning Clients in 60 Days
How one multi-location cleaning company used Client Sumo’s omnichannel system to drive consistent, scalable growth.
193
New clients closed
$9k
Total ad spend across Meta & Google
4x
Return on ad spend (ROAS)
7x
Increase in lead flow
context
Great craftsmanship, inconsistent pipeline
CLEANY had a stellar reputation and strong referral base—but their pipeline was not predictable. Aside from word of mouth, their marketing involved purchasing shared leads and spending money on unqualified clicks through Yelp.
- Unpredictable lead volume month to month
- Fragmented data across Meta and Google accounts
- No clear way to prioritize high-intent consultation requests
- Sales calendar with empty weeks between large projects
The numbers
Meta + Google ads that pay for themselves many times over
By tightly integrating Meta lead generation with Google high-intent search campaigns, we built a predictable pipeline of qualified homeowners ready to invest in premium cleaning services.
Meta & Instagram
Banded cold + warm campaigns drove awareness and mid-funnel education for affluent homeowners, using short-form project highlights and client testimonials.
Cost per lead under $10 for in-service-area homeowners
Warm audiences re-targeted with gallery and "before & after" creatives
Lead forms pre-qualified budget and timeline before the call
Google PPC
High-intent search campaigns captured homeowners actively looking for house cleaning services and pushed them straight into the consultation funnel.
- Branded + non-branded ad groups segmented by service
- Ad copy synced to landing page headlines for higher Quality Score
- Call-only and form submissions tracked back to revenue
Combined impact
Meta filled the top and middle of the funnel. Google harvested high-intent demand. Together, they created a compounding effect on booked projects.
$36k in immediate cash collected
193 new clients sold
Lead-to-conversion above 18%
Why it worked
It's important to note this client was a multi-location franchise, not a single-operator cleaning business. That gave them several structural advantages:
Multiple territories = larger total audience
Larger team capacity
Dedicated sales support
Ability to handle higher lead volume
Why this matters
Most single-location companies will not aim for 193 new clients in 60 days — and that’s completely fine.
- Google search terms mapped to matching landing page headlines
- Retargeting sequences with testimonials and finished project galleries
- Objective: booked onsite consultations with qualified budgets
The funnel
Simple, fast, and built for booked quotes
Every click—from Meta or Google—landed on a purpose-built funnel that made it effortless for qualified homeowners to request a quote.
Their sales team, which consisted of three virtual assistants, would dial the leads immediately and book them on the schedule. Unresponsive leads enrolled in a 30 day follow-up sequence via email & SMS marketing.
Fast-loading, mobile-first landing pages with scroll-light layouts
Above-the-fold proof: real service photos, badges, and social proof
Short, high-intent forms: project type, budget range, and timeline
Automated follow-up to confirm appointments and reduce no-shows
Ad creative highlights
Ads: Showcasing the beginning-to-end experience of requesting a quote to completed service.
Landing Page: Compelling offer, social proof, clear next steps to optimize conversion rates.
"This is very successful so far. Like better than anything we ever did before... I'm just excited to do the same for all the other territories. This is a secret sauce and it's working."
Owner - CLEANY Toronto, ON
Olga S.
What’s next?
See if a banded ad system would work for your company
This type of system tends to work best for companies that:
Want predictable lead flow
Are ready to handle more bookings
Prefer owning their pipeline vs renting leads
Have basic fulfillment capacity in place
No pressure, no long pitch—just a clear look at the numbers and whether this model fits your goals.
How long did it take for this company to close 193 new clients?
They converted 100 new clients in the first month, and 193 within two months.
Do I need to be investing in Meta and Google Ads to achieve results?
Ideally you want to be on both. That said, it depends on your market and budget. We work with many companies who achieve great results sticking to a singular ad channel.
Can this work if we don’t have professional photos yet?
Yes. We typically start with whatever assets you have, then build ad creative around clear messaging, simple visuals, and social proof. As new project photos come in, we fold them into higher-performing creative sets.
What if my business isn't cleaning - can you help?
Yes. Most home services follow a similar lead generation and sales process, and our systems have validated for multiple industries.