We structured all campaigns around each service provided by the cleaning company in order to make clear statements and directly address specific clients. As the main objective was to increase the pool of clients, a very specific and niche approach was taken. Neither public awareness, reputation nor subscriptions were used, rather potential customers were directed to complete a form requesting services, with a view to instantly convert them into a client. 

To create this straightforward shift, we focused exclusively on keywords connected with the strongest acquisition intention.

Directing the right message to prequalified potential clients, who are ready to act upon their will, took an active process to exclude all irrelevant words for this particular clientele. As the campaign started with over 400 negative keywords, filtering ads to the right audience, constant monitoring, and a re-adaptation process were undertaken to dynamically adjust the campaigns based on real-time data and performance.

At the same time, to reduce the cost per click, we created high-relevance textual announcements. We made the bold decision to bid to ensure we were NOT occupying the first display position with Google Ads. That was a conscious decision to adjust to a restrictive budget while ensuring the ad would stand out due to clear structure and the most appropriate wording.

For stairwell cleaning, the most challenging service provided a surprising click rate of 14%, with an impressive conversion rate of 10.13%.

Here’s what REI FACILITY Managing Partner Roxana Mircea had to say about the results we achieved. 

“We started working with Today’s agency in February. The campaigns aimed to secure offer requests for our cleaning services provided by one of the companies from the REI FACILITY MANAGEMENT group. They worked hard and at the beginning of March, we actually had to ask them to slow down the campaign because we were receiving more requests than we could manage!”

In short, after only a month and a half, the impossible was achieved. Very specific, hard-to-identify clientele were directly encouraged to take action. This was secured at a cost per conversion of less than 10 Euros and more than 50 clients were reached, with an average conversion rate for all campaigns sitting at 4.84%. 

If you would like to know more about how we can help you successfully turn challenges into growth & revenue, get in touch today!