SEO and PPC Case Study
How a York Cleaning Company Reached 600 Leads a Month With SEO and PPC
When COVID-19 wiped out its commercial contracts, Smart Cleaning UK needed domestic leads across Yorkshire fast. Local SEO and PPC, delivered by Edge45, produced around 600 leads a month in eight months and an 8,100% increase in paid search leads.
Client
Smart Cleaning UK
Industry
Domestic and commercial cleaning, York and Yorkshire, UK
Timeline
8 months
Services
Local SEO, PPC, location pages, Google Business Profile, citations, reporting
8,100%
increase in paid search leads
600+
leads a month across paid and organic search
8
months from crisis to consistent hiring
1 site
one expanded website instead of multiple new ones, keeping domain authority
The Brief
From crisis to a Yorkshire-wide search footprint
Smart Cleaning UK is a York-based cleaning company founded in 2015, offering domestic and commercial cleaning from carpet and oven cleaning to dental practices and hospitality venues. It ranked well for York terms such as carpet cleaning York, but not beyond the city. When COVID-19 removed its commercial contracts, domestic growth across Yorkshire became urgent. The campaign was delivered by Edge45.
The problem
Commercial contracts, the main revenue stream, disappeared almost overnight. Domestic keywords ranked only within York, with no organic visibility in Leeds, Hull, Harrogate or the surrounding towns where new customers were needed.
The challenge
The developer had proposed a separate website for each service, which would have cost tens of thousands of pounds and diluted domain authority. SEO also takes months, so the business needed paid search for immediate leads and organic for lasting growth.
What I Did
The strategy, step by step
A dual strategy: paid search for speed and local SEO for sustainable growth, on one consolidated website.
01
Audit and one-site decision
The audit confirmed a solid York foundation but near-zero coverage elsewhere. The multi-site plan was rejected in favour of one expanded site that kept the existing domain authority.
02
Keyword research
Mapped carpet cleaning, oven cleaning and domestic cleaning against each target location, covering high-intent terms such as carpet cleaning Leeds and longer-tail variants.
03
Location content
Produced hundreds of pages of location-specific content, with a dedicated landing page for each service in each target town and city.
04
On-page and technical SEO
Optimised titles, meta descriptions, headings and internal links, added LocalBusiness schema on location pages and structured internal linking from service hubs.
05
Local SEO and citations
Optimised the Google Business Profile for the wider service area, built a review process, cleaned up NAP across UK directories and earned relevant Yorkshire links.
06
PPC and reporting
Ran PPC alongside SEO with landing pages matched to each search. Monthly reports tracked rankings, organic users, PPC leads, conversion rate and cost per lead, shifting budget as organic grew.
The Results
What the campaign delivered
Results as reported at the end of the eight-month campaign.
- Paid search leads up 8,100%
- Around 600 leads a month across paid and organic search after eight months
- Page one rankings across multiple cities, including competitive terms such as carpet cleaning Leeds
- Organic new users grew year on year and the site now ranks region-wide instead of only in York
- The business hired new staff and an area manager, and began planning national expansion for 2022
“
We are now delivering approx. 600 quality leads each month across both paid and organic channels over a period of only 8 months.
Benjamin Hirst
Managing Director, Smart Cleaning UK
Key Takeaways
What this means for your business
Do not split your authority
One strong, expanded site beat multiple thin sites on cost, maintenance and ranking power.
Pair PPC with SEO in a crisis
Paid search delivered immediate leads while location pages built lasting organic rankings.
Win location by location
Dedicated service pages for each town let the business show up where customers actually searched.