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Case Study

How a UAE Facilities & Cleaning Company Built Record Local Demand and Cut Its Cost per Lead by ~75%

  • 5 min read
  • Facilities & Cleaning Services
  • United Arab Emirates

A UAE specialist in grease-trap, duct, water-tank and drain cleaning was growing on a handful of channels. A lead-gen-first programme of local SEO, Google Business Profile and tightly-themed paid search drove record local demand and slashed cost per lead.

Challenge

What we were up against

  • Low Service-Level Visibility

    The company wasn't ranking for many of its core service-and-city searches, so urgent buyers reached competitors first.

  • Under-Used Local Profile

    The Google Business Profile wasn't yet pulling its weight on the calls, directions and reviews that actually drive facilities work.

  • Expensive Paid Search

    Early Google Ads campaigns carried a high cost per lead, making paid acquisition costly and hard to scale with confidence.

  • Thin Content & Proof

    Without regular service content and a steady flow of reviews, the brand lacked the authority and trust signals that both buyers and search engines reward.

Solution

How Leadmetrics helped

Leadmetrics built a lead-generation-first programme that made the company the easy, trusted choice at the moment of need — combining local SEO, Google Business Profile optimisation, service content and tightly-themed paid search, then optimising every channel month over month.

  1. Audit & Diagnosis

    • Ran a technical and local-SEO audit and benchmarked rankings for every service line and city
    • Reviewed the Google Ads account structure, match types and cost per lead
    • Assessed Google Business Profile health, reviews and interaction trends

  2. Strategy & Planning

    • Built a lead-gen-first plan spanning local SEO, GBP, service content and paid search
    • Prioritised high-intent service-and-city keywords: duct, grease-trap, water-tank and drain cleaning
    • Set monthly targets for blogs, directory listings, GBP posts and review generation

  3. Execution

    • Published service-and-city content and built out directory and business listings
    • Restructured Google Ads into tightly-themed exact and phrase campaigns per service
    • Ran a steady GBP posting and review-generation programme alongside active social

  4. Monitoring & Optimization

    • Tracked rankings, GBP interactions, calls and cost per lead in weekly and monthly reporting
    • Paused inefficient campaigns and scaled the exact-match winners
    • Drove cost per lead down month after month while holding volume

Results

The impact delivered

  • Google Business Profile interactions reached a record 148 in a single month, with 125 direct phone calls and 427 direction requests over six months — route-ready demand that never touches a web form.
  • 22 of 44 tracked keywords now rank in Google's Top 10 (up from 20 at the start) and 35 of 44 rank in the top 100, including high-volume water-tank and duct-cleaning terms.
  • The Google Business Profile built to 94 reviews at a 4.7-star average — the recent social proof that wins first-time service calls.
  • As paid search was restructured and optimised, Google Ads cost per conversion fell from about AED 444 to AED 109, while the account delivered more than 100 conversions across the engagement.

Takeaways

Key lessons learned

Map visibility, direction requests and click-to-call matter more than raw traffic for urgent services — optimise for the call, not just the visit.

A strong, recent review base at 4-plus stars is often what turns a search into a booked service call.

Specific, service-themed campaigns and relentless optimisation cut cost per lead sharply, making paid acquisition sustainable.

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