CASE STUDY

How We Reduced Cost Per Conversion by 80% for My Carpet Doctor — From £24.62 to £4.91

Client: My Carpet Doctor | Period: December 2020–March 2026 | Channel: Google Ads Search

Cost per conversion down 80% in five years. Monthly conversions up from 26 to 103 on the same budget.

THE BRIEF

A Local Cleaning Business Starting From Zero

My Carpet Doctor is a local carpet and upholstery cleaning service operating across South East London and Kent. Since launching a Google Ads Search campaign in December 2020, Up Online Media has managed the account with a single focus: consistent lead generation at the lowest possible cost per conversion.

This case study documents the performance journey from campaign launch through to March 2026, a period of over five years, highlighting the improvement in efficiency achieved through ongoing optimisation.

THE CHALLENGE

Competing for Clicks in a Crowded Local Market

My Carpet Doctor needed a cost-effective way to generate enquiries from homeowners and businesses actively searching for carpet cleaning services in the local area. The account faced a number of challenges from day one:

OUR APPROACH

Five Years of Continuous, Data-Led Optimisation

Up Online Media implemented a structured Google Ads Search campaign focused exclusively on high-intent keywords, people actively searching for carpet cleaning in the local area. The strategy evolved through continuous, data-led optimisation:

Keyword refinement: ongoing review of search term reports to eliminate irrelevant traffic and focus budget on converting queries
Ad copy testing: regular A/B testing of responsive search ads to improve click-through rates and quality scores
Bid strategy evolution: a gradual transition from manual CPC to smart bidding as conversion data matured in the account
Mobile-first optimisation: over 88% of conversions arrive from mobile, so bid adjustments and landing page guidance reflect this
Dayparting analysis: peak conversion windows, midday and early evening, identified and budget weighted accordingly
Negative keyword management: an extensive negative keyword list built and maintained to prevent spend on non-converting searches

THE RESULTS — DEC 2020 TO MAR 2026

80% Lower Cost Per Conversion. Four Times the Monthly Volume.

£4.91

Cost Per Conversion

down from £24.62 at launch

80%

Reduction in Cost Per Lead

over five-plus years

103

Conversions Per Month

up from 26 per month at launch

£1.39

Avg. Cost Per Click

down from £1.52 at launch

Launch vs. Today

DEVICE PERFORMANCE — LAST 90 DAYS

Mobile Is the Engine of Growth

Mobile dominates both volume and efficiency, accounting for the vast majority of conversions. Desktop converts at a slightly higher rate but at a higher cost per click, making mobile the primary driver of growth.

CONVERSION TIMING

Two Peak Windows, Two Different Jobs

Scheduling and budget weighting are aligned to these two windows, concentrating spend where it converts best.

KEY TAKEAWAYS

What Five Years of Data Tells Us

Google Ads Search is the right channel: high-intent searches translate directly into booked jobs for My Carpet Doctor
Patience and sustained optimisation pay off: cost per conversion has fallen 80% over five years of active management
Mobile-first is essential: over 88% of conversions come from mobile devices, making mobile UX and bid strategy critical
Spend efficiency has compounded: the same monthly budget now generates roughly four times more conversions than at launch
Dayparting and scheduling unlock further gains: concentrating budget during peak hours reduces wasted spend significantly

Want Results Like These?

Up Online Media is a specialist digital growth consultancy helping service businesses increase their visibility in Google search results and generate more enquiries, through specialist SEO, Local SEO, conversion-focused web design and Google Ads management.