Meet Cleanfiniti, a residential cleaning company based in Calgary. They were struggling to generate new customers through digital channels. The company had a negative experience with a previous marketing agency, which made them hesitant to hire another one. Their self-managed Google Ads campaigns didn’t yield great results either.
Cleanfiniti had ambitious goals. They aimed to increase their customer base by 20% before summer and by 100% by the end of the year. They needed a solution that would help them achieve these targets without breaking the bank. Their challenge was clear: find a way to effectively use Google Ads to attract more customers.
Cleanfiniti faced several challenges in boosting its customer acquisition. Initially, they tried self-managing Google Ads campaigns. This approach, however, didn’t yield the desired results. They also consulted with a previous marketing agency, but this too fell short.
Frustrated but determined, Cleanfiniti decided to hire Catmo Media, a professional advertising agency. This was a significant move. Catmo Media proposed a structured search campaign and introduced a Performance Max campaign.
By switching to Catmo Media, Cleanfiniti aimed to turn their digital advertising efforts around. The plan was clear: structured campaigns and comprehensive use of Google’s tools. This dual approach was designed to maximize their ROI and meet their ambitious customer acquisition goals.
As a small business owner, there are many hats I must wear, including marketing. However I was quickly overwhelmed by the prospect of advertising our services online.
The challenge of learning how to do this effectively while growing a startup business was deeply stressful. I had explored strategies on my own and also hired a large marketing company to assist me through consultations. However I felt my business wasn’t large enough to be taken seriously so I continued to look for a better fit, albeit nervously.
I was very relieved after the discovery call with Mitchell Baptista of Catmo Media. He understands the pressures on small, growing businesses and the importance of really stretching every dollar. The boutique feel of Catmo Media is very comforting and I feel heard with any concerns I may have.
I am seeing excellent results through the campaigns he has set up, allowing the advertising to be a sustainable long term component of our company as it should be. What a relief!
Thanks Mitchell!
Cleanfiniti’s journey began with a detailed audit of their existing Google Ads campaigns. Catmo Media identified key areas for improvement. They focused on two main strategies: rebuilding search campaigns and launching a Performance Max campaign.
Google Search Campaigns:
First, Catmo Media restructured Cleanfiniti’s search campaigns. They ensured efficient budget allocation, directing funds to high-performing keywords. This step was crucial to avoid wasting money on ineffective terms. Next, they tackled ad group cannibalization. By refining ad groups, they prevented internal competition, ensuring each ad had a clear target audience. Lastly, they excluded low-quality search terms. This move helped in focusing on high-intent keywords, boosting the chances of conversion.
Google Performance Max Campaigns:
Then came the Performance Max campaigns. These campaigns leveraged Google’s full inventory, including Search, Display, YouTube, Gmail, and Discovery. The goal was to optimise for lower cost-per-click (CPC) and more conversions. Catmo Media meticulously set up these campaigns, ensuring each channel contributed effectively. They continuously monitored and adjusted the campaigns, fine-tuning them for maximum performance.
In summary, the implementation process was thorough and strategic. Cleanfiniti was set up for success by focusing on search and Performance Max campaigns. The steps taken ensured that every dollar spent was optimized for the best possible return.
These figures show a massive reduction in costs and a significant increase in conversions and clicks. The CPC drop indicates more efficient spending.
The introduction of Performance Max campaigns in May 2024 brought even more impressive results. The cost per conversion was slashed to $7.46, and the CPC was just $1.49. The conversions skyrocketed to 43, showing the power of leveraging multiple Google channels.
Overall, Cleanfiniti’s strategic shift to professional management and optimized campaigns paid off. The data clearly shows that structured and well-managed Google Ads can transform customer acquisition and reduce costs significantly. These savings allowed Cleanfiniti to improve employee satisfaction by investing in better benefits, most likely resulting in a higher employee retention rate.
April 2023 vs. April 2024:
By learning from Cleanfiniti’s journey, other businesses can see the tangible benefits of professional Google Ads management. Investing in digital advertising with a strategic approach can lead to substantial growth and higher ROI.
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