How AdwayCreative helped a small family cleaning company in Sofia turn their website, tracking and Google Ads budget into over 90 qualified inquiries confirmed by the client.
"I want to, but I don't have anyone to work with for advertising."
George VassilevVasilevi CleanThe problem wasn't just the campaigns. There was a lack of clarity, control and peace of mind around the advertising budget. That's why we started from the basics: site, offer, tracking and Google Ads structure.
Discuss your projectIliya Avramov from AdwayCreative briefly presents the project and results for Vasilevi Clean. Check out the video on YouTube.
Vasilevi Clean is a family company for professional cleaning in Sofia, managed by Georgi Vasilev. The team offers home cleaning, post-renovation cleaning, upholstery, mattress, carpet and rug cleaning, hard floor machine cleaning and moving services.
| Indicator | Result |
|---|---|
| Period | 16 February – 15 June 2026 |
| Clicks / Impressions | 1,55K / 15,4K |
| Verified real inquiries | over 90 |
| Advertising expense | €2.48K in nearly 4 months |
| Contact channels | Phone, chat, valid form |
The first big step was the new site: sofia.vasilevi-clean.com. Instead of a standard generic presentation, we made a conversion-focused one-page structure that quickly answers real customer questions.
We set up to track only actions that make business sense: a click to a phone, a successfully sent chat message, and a validly submitted form followed by a thank-you page.
With almost every new Google Ads campaign, there is an initial period where the budget starts to be spent, but the conversions are not yet stable. This does not automatically mean that the ad is not working. It means that the system collects data, the algorithm is trained, and we check how real users react to the site.
| What we observed | What did we change? |
|---|---|
| Which searches lead to clicks but not inquiries | Adjustments for keywords, ad groups and negative words |
| Which services are getting more real interest | Shifting focus to stronger directions |
| How people understand prices | Improvement of price tables and explanations |
| Are the contacts real | Custom tracking for chat, phone and validly submitted forms |
When it comes to cleaning services, people aren't just looking for a "cleaning company." They are looking for a specific problem: sofa, mattress, carpet, carpet cleaning, cleaning after renovation, machine cleaning of hard floors or subscription cleaning.
Therefore, we changed the structure and texts so that the site responds to real searches, and the price tables reduce questions instead of creating new ones.
The ad spend of €2.48K does not stand alone against 'only' 90 enquiries. Each inquiry is an opportunity to order between €51 and €150+, and some customers return for a follow-up or subscription cleaning. Thus, over 90 real contacts create the potential for turnover and long-term value that exceeds the one-time cost of acquisition.
| Item | Interpretation |
|---|---|
| Average asking price | ~€27,10 |
| Minimum value per visit | around €51 |
| Frequent orders | €150+ |
| Subscription customers | value increases over time |
Over 90 inquiries is not just an advertising metric. They are a flow of potential orders that makes sense when the site, tracking and communication help the customer choose the service.
During optimization, we saw searches for machine carpet cleaning and disc machine cleaning. This was not made clear enough on the site, although Vasilevi Clean actually offers such a service.
We asked Georgi if they have such equipment and if the service can be communicated more actively. The answer was positive. Then we added the service more clearly on the site and tied it to the ad logic. This contributed to a stronger campaign result.
A real team, a clear phone, specific services and understandable explanations make a big difference when a customer lets a team into their home.
When people don't understand pricing, it shows in the conversations, the quality of the inquiries, and the repetitive questions.
In the beginning, there is noise and the need to adapt. Tracking, monitoring and honest communication are important.
Campaigns still have more potential demand than the current daily budget can cover. But this is not an automatic signal to tell the client, "Raise the budget."
First, we look for ways to make the available budget work better: which services bring quality inquiries, which searches eat up the budget, whether the site explains the prices clearly and whether the tracking reports real actions.
For a small local business, aggressive budget increases without control can create stress rather than growth. That's why we work so that there are conversions within the client's budget and advertising makes business sense.
For the period February 16 - June 15, 2026, the campaigns reported over 90 qualified inquiries confirmed by the customer.
We count a click to a phone, a successfully sent chat message and a validly submitted form, after which a thank-you page opens.
No. We set up a custom script and GA4 event that only reports a sent message via chat, not just opening the widget.
Campaigns are currently limited by budget, but our goal is first to achieve quality conversions within the client's budget. We don't make him raise the budget unnecessarily, but we look for the advertising to work at a profit.
At Vasilevi Clean, the problem was not solved only with Google Ads. The decision came from a complete work on the site, services, prices, tracking, messages and campaigns.
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