+36% ROAS for MyClean via social media content marketing and SEO

Objective

MyClean had a strong brand, an excellent service, and a wonderful reputation among their clients. They found, however, that they were spending far too much on customer acquisition, and felt that their SEO efforts weren't rendering the kind of results they were hoping for. We stepped in to transform their performance marketing through a content-led approach, building a targeted social media content engine and pairing it with SEO improvements from both new content and critical technical fixes.

The Challenges

Customer acquisition costs were creeping too high.
Lead volume wasn’t the issue. But the cost of bringing in each new customer was chipping away at their margins.

Targeting across channels wasn’t focused enough.
Google Ads campaigns were bloated with broad-match keywords. Facebook ads lacked segmentation, meaning cold and warm audiences were seeing the same content.

Creative was stale.
Ad fatigue had set in. Messaging was generic, and it didn’t reflect what made MyClean stand out, such as their eco-friendly products or same-day availability.

Technical issues were holding them back.
Slow site speed, crawl errors, and mismatched landing page content were all contributing to lower Quality Scores and weaker organic rankings.

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What We Did

1. We Ran a Full-Funnel Audit

We kicked off with a deep dive into their Google Ads and Meta campaigns. That meant:

• Cleaning up keyword match types and identifying wasted spend
• Evaluating the bidding strategy at every level
• Mapping Facebook audiences to different funnel stages
• Comparing creative and offers against top competitors

This helped us pinpoint exactly where to focus our content and SEO efforts.

2. We Launched a Facebook Content Series That Actually Moved the Needle

We rolled out a full-funnel Facebook campaign designed to nurture trust, answer common objections, and nudge leads toward booking. Each stage had its own tone, message, and creative format:

Awareness

• “5 Myths About Professional Home Cleaning” - a quick-hitting video
• “What to Look for in a Cleaning Company” - an engaging carousel post

Consideration

• “Why Eco-Friendly Cleaning Actually Matters” - quote graphics paired with micro-case snapshots
• “How We Vet Our Cleaners” - a behind-the-scenes photo series

Decision

• “$30 Off Your First Booking” - a retargeting ad that hit just the right moment
• “Same-Day Availability. Flexible Scheduling.” - built around real client testimonials

This content didn’t just fill the feed. It built familiarity, trust, and ultimately, action.
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3. We Rewrote the Ads Paired with the Content

We overhauled the Google Search ad copy with fresh, specific messaging that better matched user intent. We highlighted MyClean’s differentiators clearly: eco-safe products, vetted pros, and fast availability. We also ran controlled A/B tests to identify which headlines, CTAs, and formats led to the best performance, and used those insights to fuel both paid and organic creative moving forward.

5. We Fixed the Backend Friction

To support everything happening at the front end, we made key improvements behind the scenes:

• Boosted site speed and mobile performance
• Updated title tags, H1s, and internal linking to align with target keywords
• Streamlined landing pages to load faster and convert more reliably
• Rebuilt the conversion tracking system to deliver cleaner, more useful data

The Results

• ROAS climbed 21 percent on Google Ads, making the account significantly more efficient
• CPA dropped by 15 percent thanks to better keyword targeting and smarter bidding
• CTR improved by 12 percent after we launched new creative and extensions
• Landing page conversion rates rose 10 percent following performance and UX updates
• Facebook remarketing ROAS jumped 28 percent due to the full-funnel content rollout
• Overall ROAS improved by 36%

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