Case Study
Reducing employment inquiry share by 56 percent
A national commercial cleaning franchise needed more inquiries from businesses looking to hire a cleaning company. Its paid search campaigns also attracted job seekers and residential cleaning searches, making a low reported cost per conversion an unreliable guide to business value.
Four15 used lead classification, call reviews and search-term analysis to identify where those unwanted inquiries came from. We refined keyword coverage, changed device allocation and paused campaigns with a heavy concentration of employment leads. Employment inquiry share fell from 33.5% to 14.6% in the local campaign reporting snapshots, a 56% relative reduction.
2024 trailing 30-day reporting snapshots. Percentages describe the mix of reported local campaign leads, not the absolute number of leads. Campaign coverage changed as weaker campaigns were paused. Figures may not sum to exactly 100% because of rounding.
|
Local campaign lead mix
|
November 12 report
|
December 20 report
|
|---|---|---|
|
Employment inquiries
|
33.5%
|
14.6%
|
|
Contract cleaning inquiries
|
34.1%
|
50.0%
|
|
One-time cleaning inquiries
|
28.9%
|
35.4%
|
|
Franchise inquiries
|
3.5%
|
0.0%
|
The initial audit found an established Google Ads program with reported CPL of about $230 overall and $242 on nonbrand keywords. Tracking counted calls and forms, but did not reliably distinguish qualified commercial prospects. Several high-spend nonbrand keywords had Quality Scores of just 1 or 3.
The account also bundled locations, relied heavily on mobile traffic and sent visitors to dedicated PPC pages that needed testing. These were opportunities to improve both the buying process and the information used to manage it.
Four15 took over on May 17, 2024. We first worked on bids, campaign budgets, ad relevance and landing pages. As HubSpot reporting and offline conversion imports developed, we could make more decisions around the type of lead each campaign produced.
We tested established website pages against dedicated PPC landing pages. The main-site pages gave visitors more context and navigation while they evaluated the cleaning service. In the July 1–24 comparison, the notes report an 8.37% conversion rate for on-site pages versus 2.37% for PPC pages, a 3.5× difference. The July 26 action list called for pausing ads using the PPC pages.
We also revised ad descriptions around relevant search terms and continued landing-page analysis. In a later keyword comparison, 309 of 342 keywords improved in Quality Score between July 25–31 and October 21–27. That addressed a specific weakness identified in the audit.
Early dynamic search campaigns generated inexpensive conversions, but follow-up analysis exposed a high concentration of mobile traffic and employment inquiries. We adjusted targeting and spend as those findings became clear. Call reviews also showed that a phone conversion could be a poor fit even when it passed the existing duration threshold.
The team separated campaigns by device, reduced reliance on call extensions and removed searches associated with jobs or irrelevant services. By December, pausing the local US and mobile campaigns had substantially reduced employment inquiry share. The final December 20 snapshot showed 85.4% of local leads classified as contract or one-time cleaning inquiries.
Four15 helped move reporting into HubSpot and implement offline conversion imports. That allowed the team to review employment leads, marketing-qualified leads and sales-qualified leads alongside search terms, then use those findings for exclusions and campaign decisions.
Revenue reporting separated closed-won one-time cleaning work, initial contract billing and outstanding proposals. Regional reporting exposed differences that a blended CPL concealed and supported recommendations to concentrate future investment in stronger markets.
The clearest outcome was a cleaner mix of commercial inquiries, supported by better landing-page performance and improved keyword Quality Scores. Four15 gave the team a more useful basis for deciding which traffic to buy and which campaigns to reduce.
The engagement also showed why volume and quality need to be managed together. Some changes reduced total conversions and spend as lower-quality sources were removed. The documented wins are the improved inquiry mix and specific optimization results; they do not establish account-wide profit growth.