Case Study
Glacier Grand Cleaners
About 4x ROAS across a full year of local lead generation
Glacier Grand Cleaners launched in 2025 and needed steady work without burning budget. We tightened the Google Business Profile and ran Local Services Ads. Leads went out by phone, text, and email so the team could reply fast. It ran at about 4x ROAS on the spend we could trace, with 75+ qualified leads.
Proof at a glance
The numbers that mattered
- ~4xROASon attributed spend
- 75+qualified leadsverified Local Services Ads
- 12 mo.sustained windowincluding a mid-year pause
- Six-figure paid invoice volumeannual total, public-safe range
- Cleaner reporting habitssource captured at intake on new clients
Client context
Who they are and what they needed
Glacier Grand Cleaners is a residential and commercial cleaner in Northwest Montana focused on deep cleans, recurring maintenance, and vacation-rental turnover. The company launched from scratch in early 2025 and partnered with Busic Digital that February for Local Services Ads and website work.
The challenge
What was holding growth back
The specific problems you may recognize from your own business.
New brand, new market
A cold start in a seasonal market, with no reviews yet and nothing showing up in local search.
Budget could leak fast
Without the verified badge and tight search terms, the money goes to people who were never going to book.
Capacity is real
Booking calendars fill quickly in a small operation, so demand has to match what crews can deliver.
Nobody recorded where jobs came from
If the office does not ask, the job shows up as "unknown" even when an ad brought it in.
The strategy
What we focused on
Three things we set out to do, and why each one mattered here.
Verified demand first
What we didLocal Services Ads tied to a tightened Google Business Profile.
Why it matteredPeople are letting a stranger into their house. The Google badge does more than a clever ad.
Ready-to-book searches, not volume
What we didTight local search terms, a fast site, and alerts by phone, text, and email.
Why it matteredCleaning is a fast decision. Whoever replies first usually wins.
Check it every month
What we didReview spend, leads, cost per lead, and what to change next.
Why it matteredHonest monthly reviews catch waste early and keep ROAS healthy.
What we changed
What we actually changed
Each one pairs the change with the reason it mattered.
Google Business Profile tune-up
Services, hours, photos, and review prompts set up the way Local Services Ads expects. The profile is the first thing a buyer sees.
LSA setup and targeting
Verified credentials, tight service categories, and high-intent local queries. Verified Pros earn the badge that converts in "near me" searches.
Fast site with an obvious next step
Quick to load, plain about what is offered, with a clear way to book. A slow or vague site wastes the money spent getting people there.
Lead routing and alerts
Phone, SMS, and email alerts so the team replies in minutes. Cleaning leads cool fast; speed compounds.
Seasonal pause and restart
Paused mid-year for capacity and seasonality, then restarted in fall with a smaller test month before ramping into year-end. Healthy operators say no when they cannot deliver, then ramp deliberately.
Evidence
A closer look at the work
Screenshots and recordings, each with a note on what to look at.
Lead and revenue rollup from Jobber
Redacted client reporting (sample).
What to noticeLook at how many jobs have no source recorded. Fixing that is next year’s job.
Live Local Services Ads call
Redacted recording from Glacier Grand Cleaners.
What to noticeA typical inbound LSA inquiry. The buyer asks about price and timing in the first thirty seconds.
Comparison
Before and after
What changed, side by side.
No reviews, nothing showing up in local search
Verified Pro badge and reviews coming in steadily
Leads passed along by hand
Phone, text, and email alerts within minutes
Most jobs recorded as "unknown"
New clients are asked where they came from
Outcomes
Outcomes after launch
Headline numbers from a full year of Local Services Ads. Cost per lead held in the mid-twenties. Paid invoice volume reached six figures while referrals and repeat work grew alongside the ads.
- ~4xROASon attributed spend
- 75+qualified LSA leads12-month window
- ~15%lead → paying clientorder of magnitude
Busic Digital’s LSA setup changed everything. We saw 14 solid leads in the first month, and even more every month since. Their guarantee made it an easy decision, and I plan on working with them for as long as possible!
Takeaways
What this project shows
Verified beats untrusted in homes
Local Services Ads convert because buyers see the badge, the reviews, and the guarantee on the same screen.
Pause when the calendar is full
Steady work only helps if the crew can deliver it. A seasonal pause kept the return honest.
Reporting has to catch up to spend
Asking every new client where they came from is the single biggest reporting fix for next year.
Want to find the same kinds of gaps in your website?
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