Qualified Lead Growth Plan | PPC + CRO for Facilities Management

Overview

For GCC Facilities Management, I built a PPC-led lead generation plan designed to capture high-intent commercial cleaning enquiries and convert them through a conversion-focused landing page + qualified lead form.

This wasn’t a “spend more” idea, it was a funnel design: the right searches, the right message, the right page, and tracking that makes lead quality visible.

Note: This is a strategy proposal published as a portfolio version. Sensitive details and internal context have been removed.

My Goal

Create a scalable PPC framework that:

  • Targets commercial intent (not jobs / residential / low-quality queries)

  • Improves lead quality using better form design + qualification fields

  • Makes performance measurable through conversion tracking + CRM-ready lead capture

The Challenge

Facilities/contract cleaning is a crowded category. The main problems aren’t only clicks, they’re:

  • Competing against dozens of similar ads and generic claims

  • Trust barriers (decision-makers want proof, speed, and reliability)

  • Lead quality issues (forms that capture volume but not intent)

  • Weak visibility across the journey (ad → page → form → follow-up)

The Strategy

1) High-intent PPC structure (built for control)

I mapped campaigns around services and intent, not broad “cleaning” terms.

  • Service-led ad groups (e.g., Office Cleaning / Contract Cleaning / Commercial Cleaning)

  • Exact + Phrase keywords for high-intent control

  • Negative keyword layer to remove noise (jobs, salary, domestic, residential, DIY)

  • Geo focus on priority areas (London / service radius)

  • Extensions to lift CTR + trust (call, sitelinks, location, structured snippets)

2) Messaging that sells trust, not hype

Instead of generic “best cleaning in London” claims, messaging was built around:

  • Response-time promise (speed-to-quote)

  • Reliability signals (experience, compliance, process)

  • Clear service scope (commercial / contract)

  • Direct CTA: quote request / site visit / call

3) CRO: a form that qualifies, not just collects

I proposed an A/B test between:

  • Short form (lower friction)

  • Qualified form (higher intent)

Qualified lead definition (used in the plan):
Business details + postcode + service need + start date + budget band

This approach helps sales teams spend time on the right leads first.

4) Tracking + CRM handoff (so quality is measurable)

The plan included a clean measurement setup:

  • Conversion events: form submit, call click, thank-you page view

  • UTMs + gclid capture for attribution

  • CRM fields: service type, postcode, start date, budget band, lead source

  • Speed-to-lead SLA recommendation for high-intent requests

My Role

In this project, I acted as the strategist and funnel designer:

  • Mapped the customer journey and conversion points

  • Created Image Ads, Video Ads and Landing Pages

  • Designed a PPC structure with intent-led segmentation

  • Wrote/outlined ad messaging angles across channelsw

  • Planned landing page improvements and A/B test logic

  • Defined lead qualification fields and success metrics

  • Set tracking requirements for GA4/Ads + CRM readiness

Success Metrics

Because this was a strategy proposal, success was defined through measurable KPIs (not vanity metrics):

Primary

  • Cost per lead (CPL)

  • Qualified lead rate

  • Quote requests / booked site visits

  • Speed-to-lead performance

Secondary

  • CTR and impression share on high-intent terms

  • Landing page conversion rate (CVR)

  • Drop-off rate from landing page → form

Tools Used

  • Google Ads (campaign + ad structure planning)

  • SEMrush

  • Google Keyword Planner

  • GA4 (conversion tracking logic)

  • Canva (LinkedIn Ad + Video Ad)

  • UTM framework + CRM field mapping

What I Learned

A PPC account can look “active” and still leak money if the funnel is weak.

The biggest wins usually come from:

  • Cutting noise with intent + negatives

  • Making trust tangible in messaging + landing pages

  • Defining “qualified” up front and tracking it end-to-end

If you’re running lead-gen in a competitive space, small funnel decisions compound fast - the difference between more leads and better leads is almost always in the structure, the form, and the follow-up.