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

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

How I took a local brand to advertising growth.

Virginia Buechel's avatar
Virginia Buechel
Jul 01, 2025
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The Full-Stack Marketer
The Full-Stack Marketer
Case Study: Building a Local Lead Engine with Performance Max for a Power Washing Company
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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.


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


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

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