Case Study: Establishing A Data-Driven Lead Engine For Local Services
Client: Precision Commercial Cleaning
Industry: B2B, Commercial Cleaning, Facility Management
Services Provided: Analytics, Local SEO, Google Ads, Website Management
The Challenge
The commercial cleaning market in Minneapolis is heavily saturated, dominated by national franchises with massive budgets. Precision faced three primary hurdles:
The "Data Black Hole": There was no Google Analytics or Search Console setup. We had no idea how people were finding the site or where they were dropping off.
Zero SEO Equity: The website was essentially a digital business card. It had no keyword rankings and was not indexed for local "commercial cleaning" searches.
High-Stakes Competition: In the PPC space, commercial cleaning keywords are among the most expensive. Without a prior "Quality Score" or optimized landing pages, the initial cost-per-lead was expected to be high.
The Approach
I implemented a four-pillar strategy designed to move the needle from zero to a consistent, trackable lead flow.
1. Analytics & Tracking (The Foundation)
Before spending a single dollar on ads, I deployed Google Analytics 4 (GA4) via Google Tag Manager. I established "Key Event" tracking for every phone number click and contact form submission to ensure every marketing dollar was accountable.
2. Search Engine Optimization (SEO)
I performed a full technical audit and began a content strategy focused on high-intent, local commercial keywords.
Technical SEO: Fixed indexing issues and improved site speed.
Local SEO: Optimized the site for Minneapolis-specific geographic markers.
3. Google Ads Management (PPC)
Knowing that SEO takes time, we launched Google Ads to capture immediate demand. Given the high competition, our focus was on high-intent "Commercial" keywords rather than broad "cleaning" terms to avoid wasting budget on residential leads.
4. Website Management
We transitioned the site from a static page to a lead-generation machine, optimizing calls-to-action (CTAs) and ensuring mobile responsiveness for busy property managers on the go.
The Results
A clear roadmap for data-driven growth through improved measurement and tracking
Backend systems streamlined to reflect business priorities and audience behavior
Confidence in using GA4, GTM, and Google Ads together as a unified growth engine
Enhanced ability to track conversions, refine campaigns, and scale what works
The Results
In 6 months, we transformed a "ghost" website into a competitive local asset.
Organic Growth (SEO)
As shown in the Google Search Console data, we moved from 0 impressions to over 44,700 impressions annually.
Total Clicks: 313
Average Position: 42 (climbing steadily from unranked)
Growth Trend: You can see a significant "hockey stick" growth starting in the late summer as our technical SEO and content updates began to take hold.
Traffic & Engagement (Analytics)
Our Google Analytics data for 2025 shows a healthy diversification of traffic:
Active Users: 2,800
Engaged Sessions: 1,100
Key Events (Leads): 63 total conversions across all channels.
Paid Performance (Google Ads)
In a high-competition environment, the primary goal was visibility and brand entry.
Total Clicks: 2.63K
Total Conversions: 15.00
Cost Per Conversion: $496
While $496 per lead is higher than average, in the commercial cleaning industry—where a single contract can be worth $20,000 to $100,000+ per year—this represents a highly favorable Return on Ad Spend (ROAS). We effectively broke into the market and secured a seat at the table with major property managers.
The Takeaway
The first 6 months for Precision Commercial Cleaning was about building the machine. We successfully moved from a state of zero data and zero visibility to a position where the client now owns their data, ranks for local keywords, and has a steady stream of high-value commercial inquiries.
Let’s build your lead machine next.