375 Home Services Leads at Around $11 Each

The Challenge

The company offered three distinct services under one roof: residential window cleaning, gutter cleaning, and solar panel cleaning. Each one attracted a different customer at a different time of year, yet the business was relying on word of mouth and a single general enquiry form to bring all of it in.

The result was inconsistent. Quote requests came in waves rather than steadily, and there was no way to tell which service was actually driving demand or how much it cost to win a new job. With three services competing for attention in a small regional market, the company needed a lead generation system that could reach the right homeowner at the moment they were searching, and do it profitably.

The goals were straightforward:

• A steady, predictable flow of quote requests across all three services
• A clear cost per lead for each service so spend could be managed
• A way to keep the three offers separate rather than diluting the message

Our Approach

We built a Google Ads programme designed around high-intent local search, with each service running as its own campaign feeding its own landing page. This kept the messaging tight and made the numbers easy to read service by service.

Service-Split Campaigns

Rather than lumping everything into one campaign, we split the account into three: window cleaning, gutter cleaning, and solar panel cleaning. Each campaign had its own budget, its own keywords, and its own ad copy written for that specific job.

This structure meant a homeowner searching for gutter cleaning never saw a window cleaning ad, and it gave us a clean read on which service was most efficient to advertise. It also let us shift budget toward the better performers without disrupting the others.

High-Intent Local Search

We focused the keyword strategy on people actively looking to book, not just browsing. Search terms like “window cleaning near me”, “gutter cleaning quote”, and “solar panel cleaning” signal someone ready to hire, and we matched the ads and bids to that intent.

Tight geographic targeting kept spend inside the company’s service area, so every click came from a homeowner the business could realistically serve. Negative keywords filtered out DIY searchers, job seekers, and product shoppers who were never going to convert.

Dedicated Landing Pages Per Service

Each campaign pointed to a landing page built for that one service. The window cleaning ads led to a window cleaning page, the gutter ads to a gutter page, and so on. The headline, the photos, the proof points, and the quote form all spoke to the single job the visitor had searched for.

This message match did the heavy lifting on conversion rate. When the ad, the search, and the page all line up, far more visitors fill in the form, which is exactly what kept the cost per lead low.

Fast Quote Follow-Up

Lead generation only works if the leads get a fast response. We set the forms up to capture the essentials, address, service needed, and contact details, so the company could call back quickly with an accurate quote.

In home services, the first business to respond usually wins the job. Quick follow-up turned a higher share of these enquiries into booked work and protected the return on the ad spend.

The Results

The service-split structure delivered strong, consistent performance across all three offers:

• Residential window cleaning: 194 leads at $9.96 per lead - the highest volume and the most efficient service
• Gutter cleaning: 142 leads at $11.71 per lead - a steady second channel with healthy cost efficiency
• Solar panel cleaning: 39 leads at $20.25 per lead - a smaller, more specialised market at a higher but workable cost
• 375 total leads at around $11 per lead on average

Just as importantly, the company finally had a clear picture of where its demand came from. Window cleaning proved the workhorse, gutter cleaning added reliable volume, and solar panel cleaning opened a niche line of work that referrals alone had never reached.

Key Takeaways

1. Split campaigns by service, not by convenience - Giving each service its own campaign kept the messaging sharp and made the cost per lead easy to read and manage
2. High-intent search converts - Targeting people ready to book, rather than browsers, kept the cost per lead low across every service
3. Match the landing page to the search - A dedicated page per service lifted conversion rates and was the single biggest driver of the low cost per lead
4. Volume and niche can coexist - Window and gutter cleaning brought the volume while solar panel cleaning added a profitable specialty the business had been missing
5. Speed wins the job - Fast, accurate quote follow-up turned more enquiries into booked work and protected the return on spend

This campaign shows that a home services business with multiple offers does not have to choose between them. With a service-split structure, high-intent local search, and a dedicated landing page behind each campaign, the company built a predictable pipeline of quote requests at a cost per lead that made every service worth advertising.