Dirt Busters partnered with Blue Aspen Marketing to fix poor lead quality and inconsistent local visibility by improving how they show up on Google and focusing marketing efforts on jobs that actually turn into booked work.
Multi-channel growth focused on booked jobs — not vanity metrics.
Growth Was Happening — But It Wasn’t Predictable
“The phones were ringing, but not all the leads were worth chasing.”
Some inquiries turned into great jobs. Others were price shoppers, one-offs, or not a fit at all. The team was staying busy, but too much time was spent answering calls that never turned into real work.
“We weren’t showing up in the areas we wanted to grow.”
As Dirt Busters expanded into the East Valley, visibility became a real challenge. In cities like Queen Creek, San Tan Valley, Tempe, and Apache Junction, homeowners were searching — but competitors were showing up instead.
“Advertising spend didn’t match booked jobs.”
Money was going out every month on ads, but it wasn’t always clear which campaigns were bringing in serious homeowners versus one-time price shoppers.
“Reporting existed — but answers didn’t.”
There were numbers and dashboards, but they didn’t answer the most important question:
What’s actually driving booked cleanings?
Organic search became a consistent secondary lead source after launching city-specific service pages.
Between August and December, new city and move-in cleaning pages began driving steady organic leads, with page-one visibility replacing markets where Dirt Busters previously didn’t show up at all.
By focusing on house cleaning searches, Dirt Busters began showing up on page one in multiple East Valley cities where they wanted to grow.
These markets were previously invisible and are now driving real local demand.
Google Ads served as the primary driver of consistent lead volume, keeping the phones ringing month over month.
Typical performance included 220–250 paid leads per month, conversion rates between 5%–11%, and a cost per lead commonly in the $30–$45 range.
Retargeting proved especially efficient, converting homeowners already familiar with Dirt Busters at the lowest cost.
Local Services Ads provided a steady stream of high-intent phone calls from homeowners actively looking to book service.
Typical performance included 4–6 charged leads per month, strong visibility across Phoenix-area markets, and consistent support alongside Google Ads and organic search.
Dirt Busters is a Phoenix-area residential house cleaning company serving homeowners across the East Valley and greater Phoenix metro. They specialize in recurring house cleaning, move-in cleaning, and residential cleaning for busy households.
As the business grew across multiple cities, having clearer marketing visibility and better lead quality became increasingly important.
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