Case Study
Glacier Grand Cleaners
About 4x ROAS across a full year of local lead generation
Glacier Grand Cleaners launched in 2025 and needed predictable demand without burning budget. We tightened the Google Business Profile, ran Local Services Ads on intent, and routed leads through phone, SMS, and email so the team could reply fast. The program ran at about 4x ROAS on attributed spend with 75+ qualified leads.
Proof at a glance
The numbers and signals 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 why the work mattered
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 frictions a future client should recognize.
New brand, new market
A cold start in a seasonal service market with no review history or local search footprint.
Budget could leak fast
Without verified buyers and tight queries, ad spend turns into low-intent clicks.
Capacity is real
Booking calendars fill quickly in a small operation, so demand has to match what crews can deliver.
Source data was thin
Without source capture at intake, revenue can look "unknown" even when marketing influenced it.
The strategy
Three pillars behind the work
What we focused on, and why it mattered for this client.
Verified demand first
What we focused onLocal Services Ads tied to a tightened Google Business Profile.
Why it matteredTrust matters in homes. Verified beats untrusted clicks.
Intent over volume
What we focused onHigh-intent queries, fast site, alerts to phone, SMS, and email.
Why it matteredCleaning is a fast-decision purchase. Reply speed wins.
Operate the program monthly
What we focused onReview 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
The specific improvements behind the result
Each card pairs the change we made with why it mattered.
Google Business Profile tune-up
Services, hours, photos, and review prompts aligned to LSA expectations. GBP is the trust layer LSA buyers see first.
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 clear CTAs
Speed, clarity, and obvious next steps for buyers who land off ads or referrals. A slow or fuzzy site undoes paid lead spend.
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, framed so it is clear what to notice.
Lead and revenue rollup from Jobber
Redacted client reporting (sample).
What to noticeNote the share of jobs without a clean source. Tightening that is next year’s reporting upgrade.
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
The shifts that show up in the work itself.
No reviews, no local search footprint
Verified Pro with steady review flow
Manual lead handoff
Phone, SMS, and email alerts within minutes
"Unknown" source on most jobs
Source captured at intake on new clients
Outcomes
Outcomes after launch
Headline metrics from a full year of Local Services Ads. Cost per lead held in the mid-twenties through the year, and paid invoice volume reached six figures while referrals and organic work grew alongside 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 capacity is full
Predictable lead flow only works if the crew can deliver. A seasonal pause kept ROAS honest.
Reporting catches up to spend
Source capture at intake is the highest-leverage upgrade for next year.
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