Optimising High Intent Conversions via a Search First Performance Max Strategy for ACS Cleaning
PRIMARY OBJECTIVES
ACS Cleaning specialises in specialist, heavy duty industrial cleaning, including silos, tankers, ductwork, and Air Handling Units (AHUs). When a factory manager or site supervisor looks for these services, it is usually because they have an urgent operational need or an upcoming audit.
Because industrial cleaning is highly competitive and reactive, businesses need to be visible the exact moment someone searches for help. Our strategy focused on capturing these high value searchers immediately, whilst filtering out irrelevant clicks to protect the advertising budget.
The specialist cleaning market is expensive to advertise in, with high costs per click and short decision making windows. The primary objectives were:
- Secure top visibility for high value industrial cleaning search terms.
- Prevent budget wastage on domestic queries or low intent traffic.
Our Strategy
High Intent Keyword Refinement
Rather than allowing Google’s Performance Max algorithm broad freedom to show ads anywhere, we anchored the campaign to a highly refined keyword strategy. This kept the budget focused exclusively on users with explicit commercial requirements.
Pre-Qualifying Ad Copy
To stop budget being wasted on irrelevant clicks, the ad copy acted as a filter. The headlines and descriptions directly called out exactly who the service is for (such as industrial site managers) and highlighted ACS Cleaning’s core technical USPs. By being transparent about the scale of the service up front, we ensured that only serious, qualified prospects clicked the ad.
ACS: SEARCH FIRST PERFORMANCE MAX STRATEGY
For the industrial cleaning division, we developed a search first digital framework designed for capturing high intent lead generation.
This included:
Keyword Guardrails – our paid search team constructed strict targeting limits around bottom of the funnel commercial queries to completely isolate broad network waste.
Click Qualification – a transparent ad copy system that calls out specific sector requirements and certifications, ensuring only relevant business prospects engage with the ad.
Results & Performance
- Market Share Dominance: This search first approach achieved a sustained Search Impression Share of 80%+, ensuring ACS Cleaning appeared at the top of the page for four out of five relevant searches.
- Improved Efficiency: The pre-qualifying copy successfully filtered out non commercial traffic, increasing lead quality and ensuring a higher proportion of genuine enquiries entered the sales pipeline.
By combining strict search guardrails with qualifying ad copy, the PMax campaign delivered maximum market visibility alongside precise budget efficiency for ACS Cleaning.
Speak to our paid search team to see how we can boost your business. Contact our experts today to claim a free PPC audit, discover where your budget is being wasted, and find out how we can increase your market share.