SEO Case Study: How a Home Cleaning Business Increased Recurring Leads by 235%
On March 10, 2025, a home cleaning business in Minneapolis, Minnesota partnered with Goforaeo because recurring leads from Google were not steady. They were getting some one time inquiries, but weekly and biweekly requests were not consistent. The website felt too general for neighborhood searches and did not build trust fast enough. This case study shares the monthly work and the proof behind a 235% increase in recurring leads from SEO.
Location, campaign dates, and timeframe:
This campaign focused on Minneapolis, Minnesota and nearby areas like Edina, St. Louis Park, Richfield, Golden Valley, and Northeast Minneapolis. Work ran from March 10, 2025 to November 25, 2025 with monthly delivery and reporting. Tracking used GA4, Google Search Console, and lead notes from calls and forms. The timeframe was a little over 8 months, which gave service area pages and review growth time to compound.
What “recurring lead” means in this case study:
A recurring lead is someone who requests weekly, biweekly, or monthly cleaning, not a one time deep clean. We counted a lead when a visitor submitted a recurring request form or called and chose a recurring plan. These numbers are organic only and verified through tracking. This kept the results focused on predictable revenue.
- Recurring plan form submissions from organic search
- Phone calls from organic sessions asking for recurring cleaning
- Google Business Profile calls and website clicks with recurring intent
- Review count growth and rating trend supporting conversion
Business background and what was holding growth back:
The company delivered strong cleaning quality, but the site lacked location specific pages for how people search. Competitors had pages like “House Cleaning Edina” while this site had mostly general service pages. That limited rankings for neighborhood intent and reduced conversions because visitors did not see a clear local fit. Reviews existed, but the review count was lower than top local pack competitors.
The core issue was not effort, it was structure and proof. The business needed service area pages that clearly explain recurring options in each area. It also needed steady review growth to increase trust and map visibility. Once both improved, recurring requests became more consistent.
Who the SEO work was for:
We built the plan around customers most likely to book recurring service. These users want consistency, clear pricing factors, and trust signals before they commit. Each group searches with slightly different words and expectations. That shaped the page structure.
- Busy families looking for weekly or biweekly help
- Working professionals who want predictable monthly cleaning
- Property owners wanting ongoing maintenance cleaning
Tracking setup and baseline numbers:
Before creating new pages, we fixed tracking so results could be trusted. We tracked calls, quote forms, and recurring selections separately from one time requests. This avoided mixed reporting and made month to month trends clear. We also aligned Google Business Profile actions with the same reporting view.
Baseline period: February 1, 2025 to February 28, 2025.
- Organic sessions: 2,180
- Recurring leads from organic: 34
- Google Business Profile calls: 48
- Avg conversion rate on recurring intent pages: 1.6%
What we tracked month by month:
We tracked visibility and lead actions together so growth was not vague. Search Console showed which location queries increased. GA4 showed which pages drove calls and forms. Google Business Profile data showed map engagement changes as reviews grew.
- Organic sessions and top landing pages
- Call clicks and phone leads from organic sessions
- Recurring plan form submissions
- Google Business Profile actions: calls, website clicks, direction requests
- Review growth and average rating trend
Strategy overview: why this approach worked:
We focused on service area pages because they match how people search for cleaners in Minneapolis. We also built a review growth system because reviews influence both map rankings and conversions. Then we used internal linking so service pages and location pages supported each other. This created more entry points from Google and more trust on page.
The plan had four parts and we followed them in order. First, fix local SEO basics and tracking. Second, build service area pages with clear recurring offers. Third, grow reviews consistently with a simple request process. Fourth, improve conversion with stronger proof and clearer calls to action.
Phase 1: Local SEO foundation fixes:
In March 2025, we reviewed Google Business Profile, citations, and top competitors in Minneapolis. We cleaned category focus, updated services, and improved business info consistency. We also fixed broken internal links and cleaned page titles so Google understood each page better. These changes removed early friction and helped the next content phase work faster.
Key fixes shipped:
- Google Business Profile service and category cleanup
- NAP consistency checks across major listings
- Title and heading cleanup to remove keyword overlap
- Internal link fixes and navigation improvements
Phase 2: Service area pages built for recurring intent:
Starting in April 2025, we created service area pages that were not copy paste. Each page explained the service in that area, what recurring cleaning includes, and what affects pricing. We also included local cues like neighborhoods served, arrival process, and what to expect on the first visit. This made pages more relevant and improved conversions.
What each service area page included:
Each page used simple language and answered common decision questions. We kept the structure consistent so the site looked professional and easy to scale. Every page also pushed toward a recurring plan, not only one time cleaning.
- Clear headline: house cleaning in the specific city
- What is included in recurring cleaning
- Weekly vs biweekly vs monthly guidance
- Pricing factors and home size notes
- Trust section: reviews and service guarantee language
- Short FAQ based on real queries
- Call to action: request recurring quote
Phase 3: Review growth system:
Review growth was treated as a steady monthly task, not a one time push. We built a simple process so the team could request reviews without feeling awkward. Reviews help rankings in the map results and they also help conversions on service area pages. In cleaning, trust is the sale.
Review process we implemented:
We kept it simple so it actually happened every week. The goal was consistent review velocity, not a huge spike. We also replied to reviews to show active customer care.
- Ask after the second clean for recurring clients
- Send a short text with the direct review link
- Use one gentle follow up if no review was left
- Reply to every review with a personal line
Monthly execution and performance data:
All numbers below are organic only and tracked through GA4, Search Console, and lead logs. Each month includes what we shipped and the result in recurring leads. The steady climb matters more than a single jump month.
March 2025: Tracking and foundation work:
March results:
- Organic sessions: 2,260
- Recurring leads: 38
- New reviews: 6
Work shipped:
- Tracking setup for recurring leads
- Google Business Profile cleanup
- Title and internal link fixes
April 2025: First service area pages published:
April results:
- Organic sessions: 2,520
- Recurring leads: 49
- New reviews: 9
Work shipped:
- Minneapolis service area page improved
- 2 nearby area pages published
- Recurring offer clarity added sitewide
May 2025: Expand coverage and improve on page trust:
May results:
- Organic sessions: 2,890
- Recurring leads: 62
- New reviews: 12
Work shipped:
- 3 new service area pages published
- Review blocks added to location pages
- FAQ expansion from Search Console queries
June 2025: Strengthen internal linking and GBP activity:
June results:
- Organic sessions: 3,240
- Recurring leads: 71
- New reviews: 14
Work shipped:
- Internal links between service pages and area pages
- Google Business Profile posts and service updates
- Conversion improvements on quote form
July 2025: Refresh near page one pages:
July results:
- Organic sessions: 3,620
- Recurring leads: 83
- New reviews: 16
Work shipped:
- Updates to pages ranking positions 6 to 15
- Title and meta improvements for higher clicks
- Stronger recurring plan comparisons on pages
August 2025: Scale winning areas and add proof:
August results:
- Organic sessions: 4,050
- Recurring leads: 94
- New reviews: 18
Work shipped:
- 2 new area pages for highest demand suburbs
- Added before and after style proof content
- More local FAQs added
September 2025: Deeper long tail coverage:
September results:
- Organic sessions: 4,480
- Recurring leads: 103
- New reviews: 19
Work shipped:
- Content targeting “biweekly cleaning” and “maid service” variants
- CTR improvements on high impression pages
- Internal link reinforcement to top converters
October 2025: Conversion focus and recurring offer clarity:
October results:
- Organic sessions: 4,920
- Recurring leads: 112
- New reviews: 21
Work shipped:
- Cleaner recurring plan call to action sections
- Shorter quote form and better mobile layout
- Review response process kept consistent
November 2025: Strongest month and clean proof:
November results:
- Organic sessions: 5,260
- Recurring leads: 114
- New reviews: 17
Work shipped:
- Final page refreshes and internal link cleanup
- Added trust sections to top landing pages
- More FAQs based on newest queries
Before vs after proof: recurring leads increased by 235%:
Baseline month was February 2025 with 34 recurring leads from organic search. The comparison period was November 1, 2025 to November 25, 2025 with 114 recurring leads from organic search. That change from 34 to 114 is a 235% increase in recurring leads, based on tracked calls and form submissions.
Organic sessions increased from 2,180 in February to 5,260 in November, showing stronger visibility. Review growth supported both rankings and conversion, which helped leads rise faster than traffic. This is why service area pages plus review velocity is so effective for local cleaning.
Tools used by Goforaeo in this campaign:
We used practical tools tied to local SEO and lead tracking. Each tool had a clear job: find opportunities, fix issues, and prove results. Reporting stayed consistent every month. That made decision making simple.
- Google Analytics 4: organic sessions, form leads, call click events
- Google Tag Manager: call tracking and form event setup
- Google Search Console: queries, impressions, clicks, CTR trends
- Google Business Profile: calls, clicks, engagement tracking
- Screaming Frog: crawl audits, duplicates, internal link issues
- PageSpeed Insights: mobile speed checks and Core Web Vitals
- Ahrefs: competitor research and local keyword gaps
- Looker Studio: monthly reporting views
- Call tracking and lead notes: recurring plan confirmation
What drove the growth: the real reasons:
Service area pages matched neighborhood intent and gave Google more relevant pages to rank. Review growth increased map visibility and boosted trust at the decision moment. Internal links guided users from local pages to the quote form. Clear recurring plan messaging reduced confusion and increased weekly and biweekly requests.
The biggest win was that leads became more predictable, not just higher. Recurring leads improved because the site finally answered: do you serve my area, what do you include, how does recurring work, and can I trust you. Once that was clear, customers committed more often.
Closing summary: where the business stood on November 25, 2025:
By November 25, 2025, the Minneapolis cleaning business increased recurring leads from 34 to 114, a 235% jump from organic search. The growth came from service area pages built for local intent, steady review growth, stronger internal linking, and conversion improvements. This approach created consistent weekly and biweekly lead flow, not just one time spikes.