SEO Case Study: 4.5X Quote Requests in 7 Months for a B2B Commercial Cleaning Company in Los Angeles
In March 2025, a B2B commercial cleaning company in Los Angeles partnered with Goforaeo to turn their website into a steady quote request channel. They were already good at operations and retention, but local search was not bringing enough facility manager level leads.
For privacy, we will call them LA Facility Clean. Everything below is based on tracked sessions, calls, and form submissions collected during the campaign.
Project snapshot: dates, timeframe, location, and what we measured
This campaign ran for 7 months from March 2025 through September 2025. We used February 2025 as the baseline month to capture the true “before” performance.
Quick details:
- Location: Los Angeles, California
- Industry: B2B commercial cleaning
- Timeframe: March 2025 to September 2025
- Baseline: February 2025
- Primary KPI: quote requests from organic search and Google Business Profile
Quote request definition:
- A website form submission for a cleaning quote
- A tracked phone call from local search that lasted 45 seconds or more
- A confirmed “request pricing” click that led to an email or booked site walk
Starting point in February 2025: what was happening before Goforaeo
Before the campaign, LA Facility Clean had a basic website, a Google Business Profile, and a few service pages. They ranked for some brand terms, but they were not showing up consistently for commercial cleaning searches across Los Angeles.
The biggest issue was not effort. It was focus. Their site talked about “cleaning” in general, while buyers searched for specific services like office janitorial, medical cleaning, and post construction cleaning.
Baseline metrics in February 2025:
- Organic sessions: 980
- Quote requests: 28
- Google Business Profile actions that mattered: 74 total
- Conversion rate from organic sessions to quote requests: about 2.9%
- Top 3 rankings for non brand “commercial cleaning” keywords: 3
The real problems we found early
We saw a few clear gaps that were holding back growth:
- Service pages were short and did not match buyer intent for B2B contracts
- Location coverage was thin, so they were invisible in many LA neighborhoods
- The contact flow was not built for busy property managers
- Tracking was incomplete, so some calls were not being counted
Strategy overview: how we improved quote requests without chasing random traffic
We did not try to make every blog post rank. We built a practical plan around local intent, service clarity, and conversion paths.
This campaign had four core parts, and each month we pushed at least one part forward.
Part 1: tracking and technical fixes first
We started by making results measurable and cleaning up site issues that block ranking.
Key actions:
- Google Analytics 4 event tracking for quote forms and button clicks
- Google Search Console setup and query segmentation
- Call tracking for Google Business Profile and website calls
- Technical cleanup: indexing, internal links, speed, and mobile usability
Part 2: rebuild service pages for real B2B intent
Commercial cleaning buyers do not search like homeowners. They search by building type, compliance needs, and response time.
We expanded and improved core pages like:
- Office cleaning and janitorial services
- Medical and clinic cleaning
- Industrial and warehouse cleaning
- Post construction cleaning
- Floor care and deep cleaning
Each page included simple proof points, clear steps, and strong calls to action.
Part 3: Los Angeles local SEO that supports map rankings
For commercial cleaning, Google Business Profile can drive fast results, but it needs real activity and consistent location signals.
We focused on:
- Google Business Profile categories, services, and frequent updates
- Photo and post activity every month
- Review growth with location and service language
- Local citations and cleanup of inconsistent listings
Part 4: conversion improvements to turn visits into quote requests
Many visitors landed on pages but did not take action. We made it easier for a facilities team to request pricing quickly.
We improved:
- Page layout and CTA placement
- Contact forms and form friction
- Trust signals: insurance, background checks, response time, and client types
- Internal linking so users found the right service fast
Month by month work and results: March 2025 to September 2025
Below is the full monthly breakdown with what we did and what changed. All numbers are totals per month.
March 2025: tracking setup and quick wins
We started with measurement and the fastest ranking fixes. This month was about building the foundation so every improvement later could be proven.
What we did in March 2025:
- Set up GA4 events for form submits, click to call, and quote button clicks
- Installed call tracking and connected it to landing pages
- Fixed title tags and headings on top service pages
- Improved internal linking from the home page to key services
March 2025 results:
- Organic sessions: 1,080
- Quote requests: 34
- Google Business Profile actions that mattered: 86
- Notes: small lift came from better CTAs and cleaner pages
April 2025: service page rebuild for office and janitorial terms
In April 2025, we focused on the pages most likely to produce contract level leads. Office cleaning and janitorial intent was the best starting point for Los Angeles.
What we did in April 2025:
- Rebuilt 3 main service pages with deeper content and clear sections
- Added building type targeting: offices, coworking, retail, property management
- Added FAQ blocks based on sales calls
- Updated meta descriptions to increase clicks from search results
April 2025 results:
- Organic sessions: 1,240
- Quote requests: 44
- Google Business Profile actions that mattered: 96
- Notes: more visitors landed directly on service pages, not the home page
May 2025: Los Angeles location coverage and Google Business Profile activity
In May 2025, we expanded local reach. Los Angeles is wide, and local results change a lot by area. We focused on service area signals and consistent listings.
What we did in May 2025:
- Built location focused sections for Downtown LA, West LA, and Glendale
- Posted weekly updates on Google Business Profile with short job style notes
- Added new photos and cleaned old low quality images
- Created and corrected 15 local listings and directories
May 2025 results:
- Organic sessions: 1,470
- Quote requests: 58
- Google Business Profile actions that mattered: 112
- Notes: map visibility improved and calls increased
June 2025: high intent pages for medical, industrial, and compliance trust
June 2025 was about higher value segments. Medical offices, clinics, and warehouses have stronger intent and often need proof of process and safety.
What we did in June 2025:
- Launched 2 new service pages: medical cleaning and warehouse cleaning
- Added trust content: insurance, background checks, site walk process
- Improved page speed on mobile for service templates
- Added stronger internal links from blogs and the home page to money pages
June 2025 results:
- Organic sessions: 1,760
- Quote requests: 72
- Google Business Profile actions that mattered: 128
- Notes: quote requests rose faster than traffic because intent improved
July 2025: post construction and floor care pages plus conversion tuning
In July 2025, we went after “urgent” service categories that convert well, especially post construction cleaning in Los Angeles.
What we did in July 2025:
- Built a post construction cleaning page with clear scope and turnaround times
- Expanded floor care page with simple options and service add ons
- Simplified the quote form from 9 fields to 5 fields
- Added CTA blocks mid page, not only at the top
July 2025 results:
- Organic sessions: 2,120
- Quote requests: 92
- Google Business Profile actions that mattered: 145
- Notes: form completion improved after friction was removed
August 2025: reviews, reputation, and scaling what ranked
August 2025 was about multiplying what already worked. We focused on reviews, stronger proof, and expanding pages that were already climbing.
What we did in August 2025:
- Ran a review request process with follow ups for satisfied clients
- Replied to every new review with simple service language and location terms
- Expanded the top 5 pages with new FAQs and clearer pricing ranges
- Improved navigation so visitors could choose building type faster
August 2025 results:
- Organic sessions: 2,460
- Quote requests: 112
- Google Business Profile actions that mattered: 162
- Notes: stronger reviews helped map trust and click through rate
September 2025: refine keyword targeting and strengthen sales handoff
In September 2025, we tightened targeting so the leads stayed commercial and quote ready. We also improved the path from quote request to site walk.
What we did in September 2025:
- Updated content to filter out residential intent and focus on B2B terms
- Added “Who we serve” blocks for property managers and facility teams
- Built a simple thank you page that set expectations and encouraged scheduling
- Cleaned low value pages that were not driving leads
September 2025 results:
- Organic sessions: 2,780
- Quote requests: 126
- Google Business Profile actions that mattered: 188
- Notes: quote requests reached the strongest month of the campaign
Before vs after proof: the numbers that show the impact
Here is the clean comparison from baseline to the final month.
Quote requests:
- Before in February 2025: 28 quote requests
- After in September 2025: 126 quote requests
- Change: 4.5X increase in 7 months
Organic traffic growth:
- Before in February 2025: 980 organic sessions
- After in September 2025: 2,780 organic sessions
- Change: about 184% growth in organic sessions
Conversion rate improvement:
- Before in February 2025: about 2.9%
- After in September 2025: about 4.5%
- Why it matters: more of the traffic became quote ready traffic
Ranking visibility:
- Before in February 2025: 3 non brand keywords in top 3
- After in September 2025: 17 non brand keywords in top 3
- Focus areas: commercial cleaning, janitorial, post construction, and building type searches in Los Angeles
Why this worked: simple logic behind the growth
The campaign worked because we stopped trying to rank for everything and built around how commercial buyers actually search.
The biggest drivers:
- Better page match: each service page answered one clear intent
- Stronger local signals: steady Google Business Profile activity plus consistent listings
- Less friction: shorter forms and clearer CTAs increased quote submissions
- Proof in simple words: trust content reduced hesitation for B2B buyers
When the right person lands on the right page, you do not need fancy copy. You need clarity, proof, and a clear next step.
Tools used during the campaign
We kept tools practical and used them for tracking, planning, and proof.
Tracking and reporting tools:
- Google Analytics 4: sessions, events, and conversion tracking
- Google Search Console: queries, clicks, indexing checks
- Call tracking software: source level tracking for calls
- Looker Studio: simple monthly dashboards for reporting
SEO and local SEO tools:
- Screaming Frog: technical audits, broken links, metadata checks
- Ahrefs: keyword research, content gaps, competitor review
- GBP management tools: post scheduling, photo tracking, review monitoring
- Local listings tools: citation building and NAP consistency
Key takeaways for other B2B cleaning companies in Los Angeles
If you want more quote requests from local search, these are the parts you can copy:
- Track quote requests properly before you scale content
- Build deep service pages for commercial intent, not general cleaning pages
- Post and update Google Business Profile every month with real activity
- Make the quote request path easy for busy facility teams
- Add proof in plain words: insurance, process, response time, and building types