Improved Google Ads for an Ireland cleaning company by refining targeting, campaign structure, negative keywords, tracking, ad copy, and budget allocation.
The Ireland-based cleaning company was already investing in Google Ads, but the campaign was not generating enough quality enquiries. The main challenge was not simply a lack of traffic—it was ensuring that the advertising budget was reaching people with genuine cleaning-service intent.
Key issues included:
The objective was to improve lead quality and make the existing Google Ads budget work harder before considering additional spend
The strategy focused on improving the campaign before increasing ad spend. We refined targeting around higher-intent searches, separated Residential and Commercial Cleaning into dedicated campaigns, and strengthened control over where the budget was being spent.
The approach included:
The overall strategy was simple: reduce wasted traffic, improve relevance, measure meaningful enquiries, and scale what works.
After the initial campaign data came in, the account was continuously refined to improve lead quality and reduce wasted spend. Search terms were reviewed regularly to identify irrelevant queries, which were then excluded through negative keyword optimization.
Campaign targeting was tightened around high-intent local searches, while underperforming keywords and ad groups were adjusted or removed. Bid and budget allocation was focused on the areas generating the strongest engagement and conversion potential.
Ad copy and keyword alignment were also refined to better match what people were actually searching for. This helped improve traffic quality and make better use of the available advertising budget.
The optimization focused on qualified leads and phone calls – not simply generating more clicks.
The campaign generated 7 phone call conversions from 8 clicks, showing strong intent from the traffic reached through Google Search Ads.
The campaign was able to turn a very small amount of ad spend into direct customer enquiries, demonstrating the value of focusing Google Ads on high-intent local searches and call-driven conversions.
