CASE STUDY · LOCAL SERVICES

Window cleaning business cuts cost per lead by 49% and triples conversions in one month

A Toronto-based window and gutter cleaning business was running Google Ads with poor conversion tracking and high lead costs. We audited and rebuilt the campaign structure, fixed tracking issues, and rebuilt their landing page — dropping CPA from $72.82 to $37.07 while tripling monthly conversions and growing phone calls by 567%.

-49%

Cost per conversion

3×

Monthly conversions

+567%

Phone calls growth

CLIENT

Ez Windows Cleaning

INDUSTRY

Local Services · Window & Gutter Cleaning

SERVICES

Google Ads

GA4

Landing Page

Conversion Tracking

ENGAGEMENT

Google Ads Campaign Revamp · Ongoing

THE CHALLENGE

Where the window cleaning business was stuck.

Vladimir's window and gutter cleaning business in Toronto was already running Google Ads, but the results told a troubling story. At $72.82 per conversion and only 24 conversions per month, the campaign was consuming budget without delivering the volume of leads the business needed to grow.

The website had conversion tracking issues, the campaign structure wasn't built around how local customers actually search, and there was no dedicated landing page to convert ad traffic into booked jobs. Without reliable data, every optimization decision was a guess.

High cost per conversion ($72.82)

Broken conversion tracking

Low phone call volume (only 6/month)

No dedicated landing page

Weak keyword and geo targeting

Website-related technical issues

OUR APPROACH

A proven 5-phase growth system.

1
Audit
2
Strategy
3
Build
4
Launch
5
Optimise

PHASE 1 · AUDIT

Conducted a full audit of the existing Google Ads account, website conversion tracking, keyword structure, and landing page experience to identify exactly where budget was being wasted.

GA4 + GTM audit Ads account audit Website technical review

PHASE 2 · STRATEGY

Mapped out a targeted keyword and geographic strategy for the Toronto service area, defined the right bidding approach, and designed a conversion tracking architecture to capture both form fills and phone calls accurately.

Keyword & geo plan Call tracking setup spec Landing page brief

PHASE 3 · BUILD

Rebuilt the campaign structure from scratch around high-intent local search terms. Developed a dedicated landing page optimised for lead capture, and resolved all website-related tracking issues that were distorting conversion data.

Landing page design & dev Ad creative & copy Tracking & call recording setup

PHASE 4 · LAUNCH

Activated the new campaigns and verified every conversion action was firing correctly. Established a clean performance baseline to measure improvements against from day one.

Campaign activation Conversion verification Performance baseline set

PHASE 5 · OPTIMISE

With clean data feeding the algorithm, we continuously refined:

Search terms and negative keywords
Device and time-of-day performance
Geographic bid adjustments across Toronto neighbourhoods
Ad copy and headline testing
Bidding strategy transitions

Weekly reporting A/B ad testing Monthly growth review

WHAT WE BUILT & RAN

Inside the engagement.

CAMPAIGN OPTIMISATION

What we optimised.

High-intent local keyword targeting (Toronto) 95%

Conversion tracking rebuild (forms + calls) 100%

Dedicated landing page creation 100%

Negative keyword refinement 90%

Geographic bid adjustments by neighbourhood 85%

Mobile-first ad and landing page strategy 88%

Ad copy and headline testing 80%

Bidding strategy and budget optimisation 82%

SYSTEMS USED

Google Ads GA4 Google Tag Manager Call Tracking

RESULTS

What changed for our client.

Reduction in cost per conversion ($72.82 → $37.07)

More conversions month-over-month (24 → 74)

Increase in phone calls (6 → 40 per month)

RESULTS

In the first month after the revamp, the business went from a struggling, expensive campaign to a consistent lead generation engine that was firing on all cylinders.

Cost per conversion dropped from $72.82 to $37.07 — a 49% reduction — while total conversions jumped from 24 to 74 in a single month. Phone call volume grew from just 6 to 40 calls per month, a 567% increase that directly reflects real booked jobs for the business.

Clicks also increased from 379 to 555 (+176), with the additional traffic converting at a dramatically lower cost. The business now has accurate, reliable tracking data, a dedicated landing page, and an optimised campaign structure built to scale.