Case study / carpet cleaning / North London

Eco Fresh needed a reliable way to generate local phone calls and WhatsApp enquiries. I built and managed a targeted Google Search campaign, then optimised it using the searches and tracked actions coming through the account.

The source

The account screenshot shows 96.3K impressions, 2.95K clicks, 1,062 phone call leads and £2.83K in total ad spend. Website call actions and WhatsApp enquiries were recorded through the campaign’s conversion tracking.

Across all tracked lead actions, the campaign recorded 1,644 conversions. That works out to about £1.72 per tracked lead and £0.96 per click.

The challenge

Eco Fresh was competing for customers in North London without a properly structured campaign. The account needed tighter control over search intent, locations and wasted spend, plus clear tracking for the ways customers actually made contact.

Researched high-intent local carpet and upholstery cleaning searches

Built focused ad groups around relevant services

Wrote ads designed to encourage calls and enquiries

Tracked phone calls, website calls and WhatsApp actions

Applied precise location targeting across the service area

Added negative keywords to reduce irrelevant clicks

Reviewed search terms, bids and conversion data regularly

Performance highlights

These rates are calculated from the totals recorded in the account for 27 October 2025 to 25 May 2026.

01

Average cost per lead £2,830 spend divided by 1,644 tracked lead actions.

02

Average cost per click £2,830 spend divided by 2,950 clicks.

Click-through rate 2,950 clicks from 96,300 ad impressions.

Tracked lead rate 1,644 tracked lead actions divided by 2,950 clicks.

Important context: these are tracked conversion actions, not a count of unique customers or confirmed booked jobs. Phone, website-call and WhatsApp actions may include repeat or overlapping activity.

The outcome

The campaign gave Eco Fresh a dependable source of calls and WhatsApp enquiries from people actively searching for carpet and upholstery cleaning in its target area.

Regular search-term reviews, negative keywords and location controls helped keep the budget focused. The next level of measurement is to connect these tracked actions with qualified conversations, booked jobs and revenue.