When Heather McLeod started working as the Director of Marketing at The Cleaning Authority in January 2015, one of the first things she did was evaluate the franchise’s marketing campaigns. The franchise was spending significant budget on pay-per-click (PPC) advertising but was underinvesting in their website experience, local search engine optimization (SEO), and the online reputation of their 200+ franchise locations. Heather saw an opportunity to move the needle, so she turned to Scorpion.
- Number ofFranchise Locations 200
House Cleaning Services Franchise
Poor performance and ROI from Internet marketing investments
Year-Over-Year, 4-Month Comparison
- +338% Average number of unique visitors
- +182% Sales tracked from website leads
- +199% New appointments
About the Cleaning Authority
The Cleaning Authority was founded in 1977 as one of the Baltimore-Washington metro area’s first whole house cleaning services. Since then, the Columbia, MD-based house cleaning service franchise has grown to include more than 200 locations across North America.
In 2015, The Cleaning Authority decided to ramp up its online marketing efforts. It partnered with Scorpion, which led to major increases in its website traffic and nearly triple the amount of appointments and online sales.
In early May 2015, Scorpion launched a brand-new website experience for The Cleaning Authority and its 200+ franchisees, designed to convert more website traffic to leads and new customers.
Scorpion launched local SEO, Pay Per Click, targeted display and retargeting campaigns for The Cleaning Authority.
Scorpion also ran a full integration of The Cleaning Authority’s customer relationship management (CRM) system with Scorpion’s marketing platform to get end-to-end visibility into which campaigns were driving new customers.
During The Cleaning Authority’s first four months with the newly launched site, the franchise experienced a 78% increase in website visitors, a 139% increase in the average number of page views per day, a 141% increase in website sales, and a 149% increase in total set appointments (compared to the previous four months).
As more time passed, The Cleaning Authority saw even greater results. Year-over-year, the franchise experienced a 338% increase in the average number of unique visitors, a 278% increase in the average number of page views, a 182% increase in website sales, and a 199% increase in total set appointments. The Cleaning Authority has also benefited from a lower cost per customer acquisition in its overall marketing budget.
Google (37.9 %)37.9%
Scorpion Advertising (25.3 %)25.3%
Direct (19.8 %)19.8%
Bing (2.9 %)2.9%
Other (8.2 %)8.2%