Performance Marketing
Google Ads
6x the leads for 2.6x the spend.
How Toumana Consulting turned a residential cleaning company's Google Ads account into its highest-performing growth channel in under a year.
How Toumana Consulting turned a residential cleaning company's Google Ads account into its highest-performing growth channel in under a year.
Background
Mother Nature's Cleaning (MNC) is a residential cleaning services company running paid acquisition across Google Ads and Google Local Services Ads. Through mid-2025, Google Ads was a minor channel for MNC. When MNC decided to scale it up and increased the budget sharply in July 2025, cost per lead immediately ballooned to $55.14, brushing the $60 ceiling MNC had set as its threshold for profitability, on just 60 leads for the month.
The account structure wasn't built to absorb the higher investment, and Toumana Consulting was brought in the following month to make the scale-up work.
The brief was simple: more leads, without breaking the ceiling.
MNC set $60 as the cost-per-lead ceiling for a profitable campaign. The account now runs at less than half that, even at 2.6x the original spend.
Approach
The first months focused on account restructuring and optimization: tightening targeting, improving ad relevance, and raising the quality bar on what counted as a lead. Cost per lead fell every single month from the August takeover: from an inherited $55.14 in July to $39.58 in August, $29.91 in September, and under $20 by November. By early 2026 it had settled in the $17 to $22 range and stayed there. This was structural improvement, not a lucky stretch.
In January 2026, new video creative produced by the Toumana team launched across the account. Interaction rate jumped to its highest recorded level within weeks, and conversion rate followed, reaching an all-time high of 11.41% by March.
Rather than creeping the budget upward, Toumana ran March as a controlled scale test approved by MNC, with spend up 67% in a single month. The result, 34% more leads and a record conversion rate, confirmed the account had real headroom.
Revenue attribution data revealed that Google Ads was closing revenue at a 3.0x return on ad spend, while Local Services Ads returned just 1.2x, meaning Google Ads produced comparable revenue at less than half the cost. In June, budget was reallocated from LSA into Google Ads under a new, more granular campaign structure.
Swipe to explore the chart
Ad spend shown as an index to preserve budget confidentiality (July 2025 = 100); cost-per-lead points labeled in dollars. CPL fell every month from the August takeover and stayed under half the client's $60 ceiling even as spend scaled past 2.5x baseline.
Results
June 2026, the first full month after reallocation, set records across the board: 345 leads, an 82% month-over-month jump on a 51% spend increase, with leads growing at nearly twice the rate of spend. CPL of $24.53, down month-over-month despite the largest budget in the account's history. Record call volume and record form submissions in the same month. And conversion rate back above 10%, at 10.81%.
From the inherited baseline to today: nearly 6x the monthly lead volume on roughly 2.6x the investment, with cost per lead cut by more than half and holding well under half the ceiling set by MNC.
| Metric | July 2025 (inherited) | June 2026 |
|---|---|---|
| Monthly Leads | 60 | 345 (all-time record) |
| Cost Per Lead | $55.14 | $24.53 |
| Monthly Ad Spend | Baseline | ~2.6x baseline |
| Conversion Rate | 2.17% | 10.81% |
Measurement You Can Trust
These numbers hold up because the tracking behind them is deliberately strict. Phone calls only count as leads after a 30-second connected-call threshold. Toumana applied this standard twice, first in GTM-based tracking in October 2025 and again in CallRail in May 2026, even though it made reported numbers look worse in the months it took effect.
Every figure in this case study reflects qualified leads under that stricter definition, not platform-inflated totals. That means the 5.7x lead growth is, if anything, understated: June's 345 leads are counted under a tougher standard than the inherited 60 were.
The Takeaway
This account did the opposite: efficiency was rebuilt before scale was attempted, creative investment preceded budget increases, and channel decisions were made on revenue data rather than platform-reported metrics. The result is a Google Ads account that delivers nearly 6x the leads at half the cost per lead, holding well under the client's profitability ceiling at the largest budget in its history.
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