How a Cleaning Services Company Got 5x More Leads with 28% Less Ad Spend

Commercial Cleaning Company

The Company

Master Care Janitorial Services is a trusted, Canadian-owned commercial cleaning company serving hundreds of businesses since 1981. Cleaning over 8 million square feet across BC and Ontario, Master Care delivers consistent, top-tier janitorial services with flexible scheduling and award-winning reliability. By pairing the hands-on care of local teams with the high standards of a national brand, their customer-first focus and strong employee retention have earned them top industry recognition for over a decade.

The Challenge

As Master Care worked to generate commercial leads, finding a sustainable balance between acquisition costs and profitability became a major hurdle. They previously collaborated with various agencies and freelancers to improve PPC campaign performance, but a high cost-per-lead (CPL) consistently eroded margins. Because commercial cleaning contracts naturally come with longer lead times and sales cycles, keeping acquisition costs low was critical. To make the numbers work, Master Care needed a strategic marketing partner who could drastically reduce CPL, improve lead quality, and build a lead generation model that made clear financial sense.

The Goal

Mastercare’s goals were to:

  • Reduce Cost-Per-Lead (CPL): Lower PPC acquisition costs to protect profit margins and accommodate the longer sales cycles typical of commercial cleaning contracts.
  • Improve Lead Quality: Drive higher-intent commercial inquiries to maximize team efficiency and improve lead-to-close performance.
  • Develop a Sustainable Marketing Model: Establish a cost-effective, scalable lead generation strategy that makes clear financial sense for the business.

The Results

By partnering with Able & Howe’s performance marketing team to conduct deep campaign audits, optimize search strategies, and experiment across new advertising platforms, Master Care successfully transformed their lead generation model, achieving:

575% increase in ad-attributed leads

Switched from existing channels to Microsoft Ads and continuously optimized campaign targeting to capture higher-intent commercial buyers.

77% decrease in cost per lead

Capitalized on the lower cost-per-click environment on Microsoft Ads while refining keyword bids and ad creative to drastically reduce acquisition costs.

Improved lead quality clarity

Developed a custom datasheet integrating CRM data directly into performance reports, giving full visibility into actual lead values and overall revenue impact.

Our Key Responsibilities

 

We partnered with Master Care to restructure their digital marketing strategy, switching tactics to lower cost-per-lead and accommodate the longer commercial sales cycle. Our approach included:

  • Strategic Platform Migration: Shifted primary ad spend to Microsoft Ads, capitalizing on lower competition and higher B2B commercial intent to reduce acquisition costs.
  • Targeted Campaign Optimization: Refined keyword bids, audience targeting, and messaging specifically for commercial decision-makers.
  • Closed-Loop CRM Integration: Built a custom datasheet connecting CRM data to marketing reports, providing full visibility into lead quality, sales pipeline status, and true lead values.

This approach eliminated marketing guesswork, drastically reduced lead costs, and established a profitable, sustainable model for long-term growth.

 

How it Happened

Utilizing our in-source marketing model™, and a fractional marketing approach for B2B SaaS companies, Skillsetter was able to capitalize on quick wins while laying a foundation for long term marketing success.

Evaluate

Our team conducted an expansive and detailed audit of the company’s current marketing stack to expose strengths, weaknesses, and function gaps. 

Strengths

Skillsetter’s patent-pending software is unlike any other service offering on the market. Their interactive method of providing interpersonal skill training through deliberate practice enhances post-secondary programs and professional development training beyond what is currently offered.

Weaknesses

Skillsetter lacked internal marketing support and leadership. Up until Able & Howe’s support, Skillsetter’s marketing efforts were handled solely by the CEO. Despite the vast knowledge of the internal team around their product, they were limited in terms of establishing the brand and generating leads. 

Function Gaps

The main function gaps were the lack of an in-house marketing team and a missing lead nurture process. 

Create

  • Able & Howe worked with the Skillsetter team to develop a marketing strategy and project timeline corresponding to the strengths, weaknesses and opportunities identified in the ASP. 

Evolve

  • Skillsetter was set up with optimized Analytics tracking to monitor marketing performance. 
  • Set up a new CRM—migrated from previous CRM. 
  • Able & Howe created a content strategy, working with the Sillsetter team to create educational content. 
  • Initiated email automation setup with strategized campaigns. 
  • Developed Account-based marketing (ABM) strategy.

Activate

  • Able & Howe managed video script development, storyboarding and production.
  • Skillsetter underwent a rebrand in early 2022 (formerly Theravue) to better align the brand with expanded field service offerings. Able & Howe consulted on multiple stages within the rebranding process. 
  • To support the rebrand, Able & Howe consulted on a new website project.
    • Expanding the user interface of the website, content available, and overall design. 
  • Designed ad creatives for marketing campaigns.
    • Display, email, and remarketing.
  • Media planning
    • Research and identify highly targeted media partners for annual advertising placement + sponsorship opportunities

Enable

  • Supporting on website development to enhance the current service offerings beyond therapy and counselling fields. 
  • Campaign management and execution support. 
  • Ongoing content creation, calendar management and optimization.
  • Copywriting and art direction for advertising campaigns.
  • Target account list research + creation for sales team.