Case study · Residential cleaning
Connecting a cleaning company’s Meta ads to paying customers
- Website funnel
- Meta ads
- GoHighLevel CRM
- Booking automation
Same $3,000 monthly Meta ad spend, before and after
Cost per lead
$37.50$30
New paying customers
2840
Recurring-plan customers
1624
Ad cost per new customer*
$107.14$75
The problem
Facebook and Instagram ads brought inquiries, but many prospects asked a question and disappeared. The page didn’t explain service areas or next steps, and staff copied lead details by hand.
What we did
We built a clearer quote funnel, tested new ad creative and connected Facebook lead forms straight into GoHighLevel, with assigned owners, confirmations, quote follow-up and booking reminders.
What stayed human
The team still confirmed property needs, approved pricing and handled special requests. Cleaners delivered the service and staff managed customer relationships.
See the full numbers
The changes
| Monthly metric | Before | After |
|---|---|---|
| Meta ad spend | $3,000 | $3,000 |
| Unique Meta leads | 80 | 100 |
| Cost per lead | $37.50 | $30 |
| First cleaning visits booked | 32 | 45 |
| Booking rate | 40% | 45% |
| First visits completed | 28 | 40 |
| New paying customers | 28 | 40 |
| Lead-to-paying-customer rate | 35% | 40% |
| Customers choosing a recurring plan | 16 | 24 |
| Recurring-plan conversion: plans ÷ completed visits | 57.1% | 60% |
| Ad-only cost per new paying customer | $107.14 | $75 |
Business impact
The business gained 12 additional first-time paying customers and eight additional recurring-plan customers every month.
The lower cost per lead comes from the advertising and funnel improvements. GHL supports follow-up and booking; it does not make advertising cheaper by itself.
Time saved: at 100 leads a month, cutting routine intake and follow-up from 10 to five minutes per lead saves about 8.3 hours. After 1.3 hours of workflow checks, net savings equal seven hours monthly.
Ad-only acquisition costs exclude management fees, GHL charges, messaging costs and staff labor.
*Ad spend only; excludes management fees, GHL charges, messaging costs and staff time.