Cleaning servicesUnited States

CPA reduction for a residential cleaning company

Google AdsConversion tracking

Challenge

Search and Performance Max campaigns running together with overlapping intent and high CPA on booking conversions.

Approach

  • Separated Search and Performance Max performance reporting
  • Aggressive negative keyword expansion and Search Partners exclusion
  • Restructured ad groups by service type and intent stage
  • Tightened ad copy with extensions and offer-driven messaging

Outcome

  • Lower CPA on booked cleanings within 60 days
  • Higher conversion rate on Search after restructuring
  • Honest read on Performance Max contribution after isolation

Isolating PMAX from Search revealed where money was actually working.

— Ali Haider, SEO & PPC Growth Strategist

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