Utvendig Renhold: 549 leads in 90 days, from 9 regions.

The starting point

Utvendig Renhold has branches from Agder to Trøndelag. The customer sends a form, and the sale happens over the phone afterward. With nine regions and one budget, they needed to know which regions produced inquiries, and what they cost.

What we built

1. One campaign per region

Each region got its own search campaign with its own ads (“Fasadevask i Bergen,” facade cleaning in Bergen), its own budget and its own line in the report. The geography is set as a radius around where the branches take jobs, not by county lines. In early September we mirrored it to the Meta campaigns, so both channels work in the same areas. Areas they do not serve are excluded.

2. Local landing pages, tested

In August we built 18 local landing pages, for example “Takvask i Stavanger” (roof cleaning in Stavanger), with local copy and the branch’s contact person. The ads were moved there on August 28, at the very end of the period in the table below. So the numbers come almost entirely from the two national service pages. See “After the period” further down.

3. Tracking on submitted forms

Only submitted forms count as conversions. Not page views, and not clicks on the phone number. That way Google optimizes toward real inquiries, and the client can find the same numbers in their inbox. Google counts every submitted form, even when the same person sends two.

4. Brand kept separate

People who google “utvendigrenhold” would have found them anyway. Those searches go into a separate brand campaign (NOK 47 per lead) and are kept out of the regional numbers below. Otherwise the new-customer ads would have looked better than they are.

5. Search terms that never become customers

“Vaske taket selv” (clean the roof yourself), “jobb” (job), “gratis” (free), “hvordan” (how). Cleaning searches attract a lot that never becomes customers. In September we went through 917 search terms from the three months and added 25 new negative keywords to a shared list for all regions. They had cost around NOK 1,700 and produced one lead.

The numbers by region

Same service, same 90 days. Leads = submitted forms.

The region table excludes the brand campaign (95 leads at NOK 47). With it, the total is 549 leads at NOK 163. Google counts fractional conversions (Rogaland 68.6, Møre og Romsdal 42.5), so the rounded rows add up to 455, while the actual total is 454. The conversion rate is calculated on clicks. Summer is low season for facades and roofs.

What we learned

• The cost follows the region. The same services cost NOK 145 per lead in Trondheim and NOK 341 in Østfold.
• The conversion rate explains much of the difference. Møre og Romsdal had a lower cost per click than Trondheim (NOK 15 vs. 19), but more expensive leads (NOK 226 vs. 145), because fewer people submitted the form (6.8% vs. 13.4%). We do not know for sure why. Both regions used the same national landing pages for almost the entire period.
• New regions need time. Østfold started on August 14 and was at NOK 341 per lead after three weeks, with 9 leads. That is too little data to draw conclusions.
• The season decides. March–May is peak season, September–November another round (“ready for winter”). Ad copy and budget have to follow the season.

After the period

On August 28 we moved the ads from the two national landing pages to the local pages, and on September 9 we set up a Google Ads experiment that tests local against national pages. Until we have a clean answer from it, we are not saying local pages are better.

Do you have branches in several cities? How we set up multiple locations. In the cleaning business: Google Ads for cleaning companies.