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Residential & Commercial Cleaning Services

Facebook Messaging Ads · Home & Business Services · USD Campaign
MESSAGING CAMPAIGN · 7 AD SETS · 370+ CONVERSATIONS · $0.19 LOWEST CPL · USA
  • Industry
  • Platform
  • Objective
  • Residential & Commercial Cleaning Services
  • Meta Ads (Facebook Messenger Ads)
  • Messaging Conversations — Direct client inquiries via Messenger
  • United States of America (USD Campaign)
  • Completed — 45 Days
  • Undisclosed (client confidential)
  • Undisclosed (client confidential)
  • 370+ Messaging Conversations
  • $0.19 lowest | $0.27 avg cost per conversation
  • 356,962 Unique People
  • 1,015,315 Total Impressions

Campaign Duration

370+

Total Conversations
Msg Leads

$0.19

Lowest CPL
Max Cost/Conv.

$0.33

Highest CPM
Max Cost/Conv.

1,015,315

Total Impressions
Total Impressions

370+

Total Conversations
Msg Leads

$0.19

Lowest CPL
Max Cost/Conv.

$0.33

Highest CPM
Max Cost/Conv.

1,015,315

Total Impressions
Total Impressions

The Challange

The client, a cleaning services company serving both residential and commercial clients in the United States, wanted to generate direct inbound inquiries through Facebook Messenger rather than traditional lead forms. Every conversation had to count — budget was tight and volume expectations were high.
  • • Running messaging ads effectively — a format requiring a different strategy than standard lead generation.
    • Testing multiple creatives and ad sets simultaneously to find the winning combination.
    • Keeping cost per messaging conversation as low as possible in a competitive US services market.
    • Generating enough conversation volume to keep the client's sales team consistently busy.

Strategy & Approach

A comprehensive multi-creative, multi-audience messaging campaign was built and systematically tested across 7 ad sets. Each set was designed to test a different variable — creative format, audience segment, or messaging hook.

Phase 1 — Creative Diversification

Multiple ad creatives were produced including before/after cleaning visuals, offer-led copy (free quotes, first-clean discounts), and trust-based messaging highlighting reliability and professionalism.

Phase 2 — Audience Segmentation

Seven distinct audience segments were targeted covering homeowners, property managers, small business owners, and office managers. Geographic targeting was concentrated on the client’s primary service areas.

Phase 3 — Optimisation & Scaling Winning Sets

After the first 10 days, ad sets delivering conversations below $0.25 were identified and scaled. Sets 6 and 7 — achieving $0.19 per conversation — received the majority of remaining budget, driving the overall campaign average down significantly.

Ad Set Performance

Set 1: 35 conv | $0.30. Set 2: 36 conv | $0.29. Set 3: 32 conv | $0.33. Set 4: 33 conv | $0.33. Set 5: 41 conv | $0.26. Set 6: 86 conv | $0.19 ★. Set 7: 87 conv | $0.19 ★. Total: 350+ conversations | $0.27 avg.

KEY RESULTS & ACHIEVEMENTS

✓ 350+ direct messaging conversations initiated with potential cleaning service clients.
✓ $0.19 per conversation achieved on the best-performing ad sets — exceptionally low for the US market.
✓ 7 ad sets tested providing rich data on audience preferences and creative performance.
✓ 1,015,315 total impressions and 356,962 unique people reached across the US.
✓ Sets 6 & 7 identified as scalable winners — proven foundation for increasing budget and volume.

PROOF / EVIDENCE — ADS MANAGER SCREENSHOT

The following screenshot is taken directly from the Meta Ads Manager dashboard, displaying live campaign data including messaging conversations, reach, impressions, and cost per result across all seven ad sets.