Dicus Pro Window Cleaning is a residential and commercial window cleaning company serving the Phoenix metro. Home services companies live and die by their lead pipeline — feast or famine is the norm. Dicus Pro needed consistent, year-round bookings regardless of season, and a cost structure that made Google Ads a reliable growth channel rather than a gamble.
Window cleaning is highly seasonal in Phoenix — demand spikes before monsoon season and after — leaving large gaps in bookings and cash flow. Broad match keywords were consuming 60% of budget on non-converting traffic.
Weekly bid reviews with automated rules to increase bids during high-conversion windows (Tuesday–Thursday 8am–2pm). Monthly negative keyword audits. Continuous ad copy testing with rotating seasonal messaging.
Lead volume increased 180%, cost per lead dropped 42%, and booking rate improved 67% — a combination that dramatically increased revenue per dollar of ad spend year-round.
Strategy Breakdown
Created a year-round always-on campaign structure with budget adjustments tied to seasonal demand curves specific to Phoenix's monsoon and post-storm patterns.
Split campaigns by service type (residential vs. commercial) and property type (single-family, high-rise, post-construction) to control bids and messaging per segment.
Rebuilt the keyword list with phrase and exact match only — eliminating broad match waste that was consuming 60% of the previous budget on irrelevant traffic.
Added Local Service Ads for 'Google Guaranteed' placement at the very top of search results above traditional paid ads.
Key Results
Year-Round Pipeline
Eliminated feast-or-famine seasonality with a 12-month always-on strategy tied to Phoenix demand curves
42% Lower CPL
Cutting broad match waste and tightening targeting cut cost per lead nearly in half
Commercial Expansion
Dedicated commercial campaigns opened a high-value revenue stream that didn't exist before
Campaign Types Used
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