EcoClean, a professional cleaning service provider, aimed to enhance its lead generation efforts for various cleaning services (carpet cleaning, deep cleaning, AC duct cleaning, sofa cleaning) in Dubai, UAE, primarily through Google Ads.



Objectives

Increase sales volume.
Increase online form submissions and direct inquiries.
Improve inbound calls from advertising campaigns.
Enhance brand visibility and recognition.


Actions Taken

Campaign Structure & Types: Implemented a multi-campaign strategy including Paid Search, Google Display Network (GDN), and Performance Max (PMax) campaigns.


Keyword Strategy: Conducted extensive keyword research for services like deep cleaning, carpet cleaning, office cleaning, and residential cleaning, resulting in over 4200 initial queries.

Therefore, the advertising campaign was customized using the 50 most relevant and frequently searched keywords, namely:


Negative Keyword Implementation: Developed and continuously updated extensive negative keyword lists to refine targeting and reduce irrelevant traffic for both general and PMax campaigns.
Geo-Targeting Refinement: Targeted specific high-priority areas within Dubai (e.g., DAMAC Hills, Dubai Marina, Jumeirah Park) and excluded non-performing cities like Abu Dhabi, Mumbai, and Sharjah.
Ad Copy & Extensions Optimization: Created detailed ad headlines and descriptions emphasizing eco-friendly methods, professional service, and Dubai Municipality approval. Utilized various ad extensions including sitelinks (e.g., Vacuuming, Shampoo & Washing, Steam Cleaning), call extensions, and structured snippets (Service catalog) to provide comprehensive information.


Bidding Strategy Testing: Initiated testing of the "Maximize Conversions" bid strategy and adjusted location options to "Presence".
Creative Enhancements: Added images to Search ads and developed specific descriptions for GDN campaigns emphasizing eco-safe, certified, and reliable cleaning services.
Tracking Implementation: Configured tracking templates for Search, GDN, Retargeting, and PMax campaigns to monitor performance effectively.


Results (Period: 2025-07-19 — 2025-08-19)

Clicks: 4851
CTR: 3.28%
Conversions (Leads): 271

Form Submissions: 77
Phone Clicks: 34
WhatsApp Clicks: 53
Instagram Clicks: 69
YouTube Clicks: 25
Contact Page Visits: 13


Conversion Rate (CR): 5.59%
Average Cost Per Lead (CPL): 17.43 AED (~4.75 USD*)
Total Budget: 4724 AED (~1288.58 USD*)



Platforms

Google Ads (Search, Display Network, Performance Max).


Key Insights

Performance Max Efficiency: The PMax campaign demonstrated strong cost-efficiency, achieving the lowest average CPL across campaigns during the aggregated period (6.64 AED compared to 23.82 AED for Paid Search and 11.78 AED for GDN).
Targeted Negative Keywords: The continuous addition of extensive negative keyword lists was critical in ensuring traffic quality and preventing budget waste on irrelevant searches, which is vital for premium cleaning services.
Strategic Ad Copy & Extensions: Consistent messaging highlighting "Eco-friendly products," "Family Safety," "DM approved," and "Professional & Fast Clean" resonated with the target audience in Dubai, reinforcing the company's Unique Selling Proposition (USP).