SparkleTeam
Cut Cost Per Lead 44% And Nearly Doubled Monthly Leads - On The Same Budget
SparkleTeam is a commercial janitorial and cleaning company serving business facilities across Florida. Competing for commercial cleaning contracts means reaching facility managers and business owners at the moment they’re actively unhappy with a current vendor — a narrow window, in a market crowded with national franchises and low-cost operators. SparkleTeam partnered with StructureM to build a paid search program that could reach those buyers efficiently, and to establish a social media presence the company had never had.
Marketing Challenges
- No paid advertising history and no performance baseline, meaning the program had to be built and proven from zero
- A modest, fixed monthly ad budget, leaving no room to buy growth — efficiency was the only lever available
- Early campaign performance well outside acceptable range, with cost per lead running more than twice the target
- No established social media presence, and no analytics history to measure one against
Key Focus Points
- Rebuilt the paid search program around commercial intent, filtering out residential and price-shopping traffic that consumed budget without producing commercial contracts
- Drove cost per lead down through continuous optimization rather than requesting more budget, holding spend flat at $1,500 per month throughout
- Improved landing page and conversion experience, lifting conversion rate well above the industry benchmark for the category
- Built a social media presence from the ground up — establishing new Facebook and Instagram accounts, and creating the content strategy and posting plan to support them
RESULTS SUMMARY
In its first two months, SparkleTeam’s paid search program was costing $273 per lead and producing fewer than six leads a month. Rather than asking for a larger budget, StructureM rebuilt the campaign structure around commercial intent and optimized continuously against lead cost. Within the following year, cost per lead had fallen 44% to $154, monthly lead volume had risen 77%, and conversion rate had climbed to nearly 10% — roughly 48% better than the Consumer Services industry benchmark. The monthly ad budget never changed.
Results of Expert PPC Strategy Implementation:
- −44% cost per lead ($273 to $154)
- +77% monthly lead volume
- 9.8% average conversion rate, against a 6.64% industry benchmark
- $0 budget increase — held flat at $1,500/month throughout
- New Facebook and Instagram presence built from zero
SCOPE OF WORK:
- Strategy development
- Google Ads management
- Landing page and conversion optimization
- Call tracking and lead attribution
- Social media strategy and content planning
- Social account setup and management
- Reputation management
- Reporting with live performance dashboards
