Case study · Cleaning Companies · Dubai
Cleaning Case Study Dubai: +157% Leads
How a cleaning company with 19 cleaners in Dubai Marina grew booking requests 157% and cut cost per lead 55% in 6 months with Business Listings, LinkedIn Outreach and Google Ads.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Cleaning Companies · Dubai
Cleaning
A cleaning company with 19 cleaners based in Dubai Marina, serving the wider Dubai Marina area and focused on commercial and office cleaning contracts, plus deep cleaning. Before working with us, 62% of enquiries came through ServiceMarket and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive booking requests, a lower cost per booking and a pipeline the owner controls.
Results After 6 Months
Leads per month
+157%
Cost per lead
-55%
Marketing-sourced revenue
+193%
Return on marketing spend
9.7x
The challenge
Where the business was stuck
- One-off cleans are price-sensitive and heavily competed by apps and marketplaces.
- Recurring commercial contracts are where the margin is, but they need a B2B sales approach.
- High staff turnover makes consistent reviews and service quality harder to show.
- Peak season (move-in and move-out cleaning follows leasing cycles; deep cleaning often rises before ramadan and major holidays) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Business Listings & Citations, Prospect Outreach (LinkedIn Sales Navigator) and Google Ads, the three channels with the best cost per booking for cleaning businesses in Dubai Marina. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Business Listings & Citations
- Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 61 local and industry directories.
- Cleaned name, address and phone details everywhere, removing 3 duplicate listings that were splitting reviews and confusing Google.
- Added services, photos, opening hours, licence numbers and booking links to every profile, with UTM tags to track leads by source.
- Set up monthly listing monitoring so incorrect edits by users or aggregators are caught and fixed within days.
Service 2
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 259 target accounts in LinkedIn Sales Navigator: office managers, facility managers, gyms, clinics and property managers.
- Saved lead searches with alerts for job changes, new projects and company growth, so outreach starts with a real reason to talk.
- Ran a 4-step manual sequence from the owner's profile: personalised connection note, value message, case study and a meeting request, within LinkedIn's weekly limits.
- Logged every conversation in the CRM and handed warm replies to the owner with account notes before each call.
Service 3
Google Ads
- Restructured the account into 24 single-theme ad groups by job type, with exact and phrase match only and a 710-term negative keyword list.
- Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimised for revenue, not form fills.
- Moved from manual CPC to Maximize Conversion Value with a target ROAS once 30+ conversions a month were flowing.
- Added ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.
- Added click-to-WhatsApp extensions and tracked WhatsApp chats as a primary conversion.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Booking requests per month | 75 | 193 | +157% |
| Cost per lead | AED 86 | AED 39 | -55% |
| Cost per booking | AED 216 | AED 85 | -60% |
| Lead-to-job rate | 40% | 46% | +6 pts |
| Website conversion rate | 2.3% | 3.4% | +46% |
| Marketing-sourced revenue / month | AED 48k | AED 141k | +193% |
| Share of leads from paid directories | 62% | 17% | -45 pts |
| Listings with consistent details | 20 | 64 | all fixed |
| Sales meetings booked / month | 0 | 6 | new channel |
| Search impression share | 34% | 69% | +35 pts |
Lead growth
Booking requests per month
Marketing-sourced revenue went from AED 48k to AED 141k a month, measured from booked bookings and contracts in the CRM.
Optimisations That Moved The Numbers
- 01
Fixing duplicates and inconsistent details lifted Google Business Profile views by 30%.
- 02
Bing, Apple Maps and directory profiles now produce 19 tracked leads a month that did not exist before.
- 03
Personalised connection notes reached a 39% acceptance rate, and 16% of new connections replied.
- 04
The 710-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 41%.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Business Listings, LinkedIn Outreach and Google Ads.
Weeks 3 to 6
Build and launch
Business Listings, LinkedIn Outreach and Google Ads live for commercial and office cleaning contracts, plus deep cleaning.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Jumeirah and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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