CASE STUDY
From 10 to 13 Leads a Month to 25 to 30 a Week for a Calgary Cleaning Company
A multi-location cleaning company in Calgary paid for every lead it received. Since January 2026, a growth partnership built on local SEO, paid campaigns and a custom operations app has taken it from 10 to 13 leads a month to 25 to 30 a week, with 40% now coming from organic.
Over 100 qualified leads a month, 26% closing rate
Leads from organic: none before, now 40%
THE SITUATION
Every Lead Was a Paid Lead.
The business is a multi-location cleaning company in Calgary. It relied on paid search for lead generation. Before the engagement, 100% of its leads came from paid traffic.
Organic search produced a fraction of its potential despite strong local demand. The business had little visibility for the high-value commercial and short-term-rental services it most wanted to grow, and commercial cleaning leads had slowed.
Lead volume sat at 10 to 13 a month.
THE STRUCTURAL WEAKNESS
A Thin Organic Foundation Under a Paid Channel.
The diagnosis found a business with one lead source and nothing underneath it.
- Paid-dependent lead generation. No lead came from organic search.
- A stale, outdated SEO strategy on a thin organic foundation.
- Weak coverage of commercial and short-term-rental search terms, and content that did not build authority in those categories.
- No analytics connected to the site, so there was no baseline to measure from.
THE PLAN
A Full Growth Partnership, Not a Single Channel.
We recommended a full strategic growth partnership. The plan had three aims: recover traffic from a stale, outdated SEO strategy, create ad campaigns to fill the lead funnel, and rebuild the flow of commercial cleaning leads, which had slowed.
It also included a custom application: a built-in CRM, job and crew management with scheduling, and one system behind both, so the business could act on marketing improvements quickly.
WHAT WAS BUILT
Four Pieces, Built in Sequence.
Technical and on-page optimization, with content targeting commercial and short-term-rental cleaning terms.
Ongoing management of the company’s Google Business Profile.
Ad campaigns built to fill the lead funnel.
A built-in CRM with job and crew management and scheduling, in one system.
THE OUTCOME
Organic Now Brings In 40% of the Leads.
- Leads grew from 10 to 13 a month to 25 to 30 a week, with over 100 qualified leads a month.
- The closing rate is 26%.
- Leads now split 60% paid and 40% organic, and the organic share is climbing. Before the engagement, 100% of leads came from paid traffic.
- Commercial cleaning rankings are back on the first page. As of July 2026, the site ranked #1 in Calgary for restaurant cleaning and Airbnb cleaning, and “hood cleaning” had moved from #23 to #2.
- 66 keywords ranked in Google’s top 10 as of July 2026, up from 51.
“DMG hears what we need, takes feedback and responds quickly to what is working and what is not working.”
Client, multi-location cleaning company
The business used to pay for every lead. Organic search now brings in four of every ten, and paid campaigns fill the rest of the funnel instead of carrying all of it.
WHERE IT STANDS NOW
An Ongoing Partnership.
The partnership began in January 2026 and is ongoing. Rankings are climbing, and the organic share of leads continues to grow.
The search work is the system described on our Local SEO page. For other engagements, see all case studies.
NEXT STEP
Build a Lead Source You Do Not Pay For by the Click.
The strategy call is a diagnostic conversation, not a pitch. We look at where your leads come from today and tell you what we would do about it.
Limited capacity. Selective partnerships.