Čistka
A cleaning company whose ads were spending on searches that could never book, and sending whoever did click into a form that asked for too much and confirmed nothing. Rebuilt the account structure and the intake flow.
Stack
Google Ads, GoHighLevel, custom booking form
Links
The whole funnel
Six stages and one record. Four channels land on one page, the page lands in one booking app, and everything after the booking reads from that app instead of from someone remembering a phone call.
-
Awareness
I have a problem.
- Meta ads
- Google search
- Referrals
Four ways in. All four land in the same two places.
-
Consideration
Can I trust them?
- Google Business Profile
- Landing page
What the service is, what it costs, who else used it, and whether this job is one they take. All of it answered before anyone has to ask.
-
Conversion
Make this easy for me.
- Booking app
- Phone
- Web chat
Phone and chat still exist. Admin types those into the same app, so a job is one record no matter how it arrived.
-
Delivery
I expect this to go smoothly.
- CRM
- Team SOPs
- Crew
The crew works from the booking, not from a message someone half remembers. The SOP is what makes the second job look like the first.
-
Transaction
I want a simple payment.
- Cash
- Barcode scan
Both close at the door on the day. Nothing invoiced later, nothing chased.
-
Retention
I will remember how this felt.
- Review request
- Email nurture
- Cross sell
The review ask goes out while the floor is still drying. The address stays in the CRM for next season.
the loop
Stage six feeds stage three, not stage one. A second job from an address already in the CRM gets booked on the same page and costs nothing in media spend, which is the only reason retention sits inside the funnel instead of after it.
The booking app
The customer prices the job themselves, room by room and item by item, with the total moving as they go. A deposit of 50 euro holds the slot and doubles as the minimum order. The rest is paid on the day, at the door.
What it removes
The quote call and the callback
Also books
Equipment rental, one to three days
priced by the room, before anyone calls
The bidding was half of it. What happened after the click was the half nobody was looking at.
Half the budget was reaching searches with no intent to book. The other half landed somewhere that lost the booking anyway.
Fixing the intake moved more than any bid change did.