1️⃣ Strategy & Research

🔍 Market Research: I conducted thorough research into the cleaning services industry, focusing on residential and commercial cleaning needs, such as house cleaning, deep cleaning, move-in/move-out cleaning, and office cleaning. I identified common pain points such as time constraints and the need for reliable, thorough services.

🎯 Goal: The main objective was to generate leads from individuals seeking professional cleaning services in their area.

🏠 Positioning: I emphasized the convenience and professionalism of the cleaning service, addressing the customers’ desire for a stress-free, sparkling-clean environment.

2️⃣ Audience Targeting

🏡 Target Audience: Focused on homeowners, renters, and businesses who were in need of regular or one-time cleaning services.

📍 Geo-Targeting: Targeted local areas with a higher concentration of homeowners, renters, and businesses. This ensured that the leads generated were within the serviceable areas.

🔄 Custom Audiences: I built custom audiences based on individuals who had engaged with previous cleaning ads or shown interest in cleaning-related topics.

📊 Lookalike Audiences: Used lookalikes based on leads generated from previous cleaning services, as well as individuals who visited the website or interacted with content related to home improvement and cleaning.

3️⃣ Campaign Structure

I followed a funnel strategy to reach leads at different stages of their decision-making process:

🌱 Top of Funnel (Awareness): Ran awareness ads targeting cold audiences, with visuals of pristine, clean homes and offices. Focused on showing the benefits of a professional cleaning service and how it could save customers time and effort.

🤔 Middle of Funnel (Consideration): Retargeted users who interacted with the first ads with more detailed content, such as customer reviews, cleaning process videos, and promotions.

🎯 Bottom of Funnel (Conversion): Targeted users who showed high intent (clicked on ads or visited the website) with offers like discounts for first-time customers or limited-time specials.

4️⃣ Creatives & Copywriting

📸 Visuals: I used high-quality images and videos of clean spaces, before-and-after shots, and action shots of cleaning professionals in action. These helped to build trust and convey the quality of service.

✍️ Copywriting Focus: I highlighted the ease and reliability of the cleaning service, emphasizing words like “affordable,” “professional,” “trustworthy,” and “satisfaction guaranteed.” Used strong CTAs like “Get Your Space Cleaned Today – Limited Availability!” and “Book Your Cleaning Service Now!”

💥 Urgency & Benefits: Incorporated urgency-driven language such as “limited-time offers” and “exclusive deals for first-time customers” to encourage quick decisions.

5️⃣ Lead Generation Forms

📑 Simple Forms: I used easy-to-fill lead forms to capture customer details, including their name, contact info, and the type of cleaning service required (residential, commercial, deep clean, etc.).

🎁 Incentives: Offered new customers a discount on their first cleaning service or a free consultation to increase conversions.

6️⃣ Tracking & Optimization

📊 Real-Time Tracking: Installed Meta Pixel and Facebook Conversion API to track leads, form submissions, and event completions accurately.

🔄 A/B Testing: I ran A/B tests on different ad creatives, such as image vs. video ads, and tested various CTAs to see which ones generated the most leads.

📈 Ongoing Optimization: Continuously monitored key metrics (CPL, CTR, and engagement rates) and optimized the campaigns by scaling high-performing ads and pausing underperforming ones.

7️⃣ Retargeting & Conversions

🔄 Retargeting Ads: Re-engaged users who interacted with the ads but didn’t convert, showing them tailored offers and discounts to encourage them to take action.

💬 Strong CTAs: Included CTAs like “Get Your Free Estimate Today!” and “Book Your Cleaning Service Now and Save 20%!”

✅ Results Summary

💰 Total Spend: $3,210.50
📈 Leads Generated: 792
💥 CPL (Cost Per Lead): $4.05

🏆 Goal Achieved: Successfully generated high-quality leads with a low CPL, driving substantial interest in cleaning services with compelling offers and optimized ad strategies.

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