Top 3
search ranking for commercial cleaning searches
Commercial Cleaning Marketing
FPS Cleaning Services
From guessing at leads to knowing exactly where they come from
7%+
of ad clicks become verified leads on the new site
-18%
monthly ad spend, with more verified leads than before
4 in 5
leads arrive by phone, a channel that was barely tracked before
About the Client
Locally owned commercial cleaning for large facilities.
FPS Cleaning Services is a locally owned commercial cleaning company based in East Providence, Rhode Island. The team handles recurring janitorial work, floor care, and deep cleaning for large facilities across Rhode Island, Massachusetts, and Connecticut, using its own trained employees and equipped vans instead of franchisees or subcontractors.
The Challenge
No clear view of how its marketing was performing.
FPS had no clear view of how its marketing was performing. The tracking it relied on was broken or incomplete, so there was no way to understand return on ad spend. Worse, the numbers being credited as leads were not confirmed leads at all: the account counted visits to a confirmation page instead of verified submissions, and phone calls, the way most commercial buyers reach out, were barely tracked.
The Plan
1Fix the measurement
Call tracking across the site and ads, verified form tracking, and both connected to the ad account so every lead is confirmed and traceable to its source.
2Rebuild the website
A new site with stronger conversion performance, centered on an interactive quote builder that captures the building's location, size, and cleaning frequency, with every existing page and article carried over.
3Refocus paid search
Campaigns restructured by region so budget follows the service area and bidding follows real, verified leads.
4Build search visibility
Service and location pages plus a clean migration of existing content, so the site holds and grows its position in local search.
The Website
A new site with stronger conversion performance
The Results
Clear visibility, stronger search presence, and verified leads on less spend
FPS now knows where its leads come from. Every call and quote request is confirmed and tied to its source, and about four in five leads arrive by phone, a channel that was barely visible before. The new site converts more than 7% of ad clicks into verified leads. The company now ranks in the top three for commercial cleaning searches. Verified leads increased while monthly ad spend came down 18%.
“I noticed we are now ranking #1 to #3 for "Commercial Cleaning" searches, so our efforts are definitely paying off!”
Lead mix by contact type
80% phone20%Quote form
80%Phone