Cleaning services | Google Ads Setup & Management / UAE

This case study details the Google Ads performance for BookaClean, a cleaning services provider specializing in AC duct, sofa, carpet, and deep cleaning services. The advertising efforts targeted Dubai, UAE, utilizing the Google Ads platform.

 

 

 

 

 

 

Objectives

The primary objectives of the advertising campaign were to:

• Increase sales and online orders through form submissions.
• Generate leads via WhatsApp clicks and phone calls.
• Optimize Cost Per Lead (CPL) for various cleaning services.
• Test campaign strategies for improved performance.

 

As a result, phrase lists representing a total of 6,800 queries were obtained for the region where the advertising campaign was conducted:

 

What Was Done To achieve the campaign objectives, the following actions were implemented:

• Keyword Research & Segmentation: An extensive analysis of 6800 search queries was conducted, leading to the selection of 560 highly relevant and frequent keywords for campaign setup. Campaigns were segmented by specific services: Deep Cleaning, Sofa Cleaning, AC Duct Cleaning, and Carpet Cleaning.

• Negative Keyword Implementation: A comprehensive list of negative keywords was developed to refine targeting and reduce irrelevant traffic.
• Campaign Types: Diverse campaign types were launched, including Search campaigns, Display campaigns (GDN), and Performance Max (PMax) campaigns. Remarketing campaigns were also prepared.

Search:

CMN:

Remarketing:

PMAX:

• Ad Copy Development: Headlines and descriptions were crafted for GDN, emphasizing eco-friendly solutions, certified experts, and efficient service. Sitelinks and callouts were added, highlighting features such as «Safe for Family & Pets,» «Visible, Lasting Results,» «Trusted Local Team,» «Advanced Cleaning Gear,» «Safe for All Surfaces,» «Serving Dubai Areas,» and «Instant Booking Online».
• Geographical & Time Targeting: Campaigns specifically targeted various districts within Dubai. Ad displays were limited to 8 AM to 6 PM from Monday to Saturday, with further restrictions from 1 AM to 6 AM for display ads.
• Bid Strategy & Keyword Optimization: Testing of the «Maximize Conversions» bid strategy was initiated for the Deep Cleaning campaign. Exact match keywords were tested for the AC Duct Cleaning campaign.
• Budget Adjustment & Campaign Management: Budgets for the Deep Cleaning and AC Duct Cleaning campaigns were increased by 50 AED each. The Carpet Cleaning and Sofa Cleaning campaigns were disabled, and the «residential ac duct cleaning» ad group was paused.
• Tracking Setup: UTM parameters were configured for all campaign types (Search, KMC, Retargeting, PMax) to ensure accurate performance measurement.

 

Results (Period: 2025-05-26 — 2025-06-09) Across all Google Ads campaigns, the following results were observed:

• Leads: 56
  • Form submissions: 30
  • WhatsApp clicks: 10
  • Phone number clicks: 2
  • Quiz completions: 14
• CPL: 58.77 AED (~16.02 USD)
• Clicks: 2660
• CTR: 1.82%
• CR: 2.11%
• Budget: 3291.36 AED (~896.22 USD)

 

Platforms

• Google Ads (encompassing Search, Display Network (GDN), Performance Max, and Remarketing campaigns).</span

 

Key Insights

• Performance Max (PMax) Effectiveness: The PMax campaign demonstrated strong performance with the lowest CPL (23.54 AED) and the highest conversion rate (10.60%).
• Cost-Efficient Awareness: The GDN campaign achieved the lowest CPC (0.15 AED) and the highest number of clicks (1992), indicating effective reach at a low cost.
• Targeted Optimization: Strategic decisions to pause underperforming campaigns (Carpet Cleaning, Sofa Cleaning) and increase budgets for higher-performing services (Deep Cleaning, AC Duct Cleaning) allowed for resource reallocation to more effective areas. The AC Duct Cleaning search campaign specifically showed a high CTR (11.56%).