PPC Campaign Case Study: HPB Cleaners

DIGITAL MARKETING - HPB CLEANERS

PPC Campaign Case Study: HPB Cleaners

BACKGROUND

HPB Cleaners is a high-pressure cleaning company specializing in domestic, commercial, and industrial cleaning solutions. The company sought to increase its online visibility and attract new customers in Durban through a targeted PPC campaign. The goal was to generate high-quality leads and drive conversions by leveraging a $100 daily budget across Google Search, Google Maps, and Facebook platforms over one month.

CAMPAIGN OBJECTIVES

Increase Brand Awareness: Enhance HPB Cleaners’ visibility in Durban.
Generate Leads: Drive inquiries and bookings for high-pressure cleaning services.
Segment Targeting: Reach homeowners and business owners with specific cleaning needs.

CAMPAIGN SETUP

Platforms Used:

Google Search
Google Maps
Facebook

Budget Allocation:

Total Budget: $100 per day
Duration: 1 month
Ad Schedule: 7 AM – 9 PM

Target Areas:

Durban, South Africa

Target Audience:

Homeowners
Business owners (commercial and industrial)

AD GROUPS & KEYWORDS

Ad Groups:

Domestic Cleaning
Commercial Cleaning
Industrial Cleaning

Keyword Strategy:

Conducted thorough keyword research to identify high-intent keywords related to high-pressure cleaning services.
Domestic Cleaning Keywords: “home pressure cleaning”, “domestic high-pressure washing”, “residential pressure cleaning Durban”
Commercial Cleaning Keywords: “commercial pressure cleaning Durban”, “business high-pressure cleaning services”, “commercial exterior cleaning”
Industrial Cleaning Keywords: “industrial pressure washing”, “factory high-pressure cleaning”, “industrial cleaning Durban”

Negative Keywords:

Included keywords unrelated to high-pressure cleaning to avoid irrelevant clicks (e.g., “DIY cleaning tips”, “cheap cleaning supplies”).

AD COPY & DESIGN

Google Search Ads:

Domestic Cleaning: “Top Domestic Pressure Cleaning in Durban – Affordable & Reliable. Book Today!”
Commercial Cleaning: “Professional Commercial Pressure Cleaning – Serving Durban Businesses. Contact Us!”
Industrial Cleaning: “Expert Industrial High-Pressure Cleaning – High-Quality Results. Call Now!”

Google Maps Ads:

Optimized listings to feature high-quality images, customer reviews, and accurate service details.

Facebook Ads:

Domestic Cleaning Ad: Image of a clean home exterior with a call-to-action button “Book Now.”
Commercial Cleaning Ad: Image showcasing commercial property cleaning with a “Contact Us” button.
Industrial Cleaning Ad: Image of industrial equipment being cleaned with a “Learn More” button.

PERFORMANCE ANALYSIS

Google Search Ads:

Click-Through Rate (CTR): 5.2% average across all ad groups
Conversion Rate: 3.8% average for lead generation
Cost Per Click (CPC): $1.50
Top Performing Keywords: “home pressure cleaning” and “commercial pressure cleaning Durban”

Google Maps Ads:

Impressions: 35,000
Clicks: 1,200
CTR: 3.4%
Conversions: 150 calls/visits to HPB Cleaners’ business

Facebook Ads:

Reach: 50,000 users
Engagement Rate: 6.5%
Leads Generated: 200 inquiries
Cost Per Lead (CPL): $2.50

INSIGHTS & RECOMMENDATIONS

Keyword Optimization: Keywords with the highest CTR and conversion rates should be prioritized, and negative keywords should be regularly updated to maintain campaign efficiency.
Ad Copy and Creative: Continue A/B testing ad copy and visuals to further improve engagement and conversions. Highlight unique selling points such as affordability and reliability.
Budget Allocation: Allocate more budget to high-performing platforms and ad groups to maximize ROI.
Geographic Targeting: Consider expanding the geographic reach based on successful results in specific areas of Durban.

Year

2024

Client

HPB Cleaners

Services

Google & Facebook Ads

Detailed Report

Google Sheets

CONCLUSION

The PPC campaign for HPB Cleaners successfully increased brand visibility and generated quality leads across Google Search, Google Maps, and Facebook. With careful keyword selection, targeted ad groups, and strategic budget allocation, the campaign achieved a strong performance in terms of CTR, conversions, and cost-efficiency. Ongoing optimization and analysis will be key to sustaining and improving campaign results.

DIGITAL MARKETING - HPB CLEANERS