Case Study: Building a Local Lead Engine with Performance Max for a Power Washing Company

How I took a local brand to advertising growth.

Campaign Type: Performance Max

We're walking through the real-world buildout of a complete Google Ads system for a local exterior cleaning business (power washing, soft washing, deck cleaning, and more).

This business operates in a high-demand region of North Jersey, competing with large regional players and underpriced solo operators. The goal? Drive profitable leads at $20–$50 CPA, and do it in a way that’s efficient, scalable, and smart.

Today, we’re diving deep into the Performance Max campaign — how it was structured, the strategic decisions behind it, and the tactical insights that only come from real implementation.

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Why Start with PMAX?

Most local businesses underestimate Performance Max because it’s a "black box." But in this case, PMAX was used intentionally to do one thing really well: scale the best-performing services without relying solely on search intent.

Key PMAX Objectives:

• Extend reach beyond keyword traffic

• Reinforce branded & non-branded messaging across placements

• Automate local targeting with clear conversion tracking

• Test creative messaging & audience match in real time

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Structure: 3 Asset Groups

We created three tightly themed asset groups inside a single PMAX campaign:

1. House Washing

• Focused on the business’s most in-demand, cost-efficient service

• Final URL: Dedicated landing page with strong CTA + text message button

• Custom audience signal:

  • Search terms like "house washing near me", "soft wash siding"

  • In-market audiences: Homeowners, home maintenance services