Case study, 2026
Overview
Proshine Specialised Cleaning clean the outside of buildings across Edinburgh, Fife and the Lothians, for homeowners and for commercial clients like care homes, property factors and hotels. They came to us spending over £1,000 a month and unable to say what any of it was doing.
We rebuilt the site, took over search and paid, and wired the whole thing to reporting that shows which spend turns into work.
Where they started
Proshine were paying Yell more than £1,000 a month to run their website and their Google Ads. What that bought them was a basic Wix site that did very little to turn a visitor into an enquiry, poor rankings for the local searches that actually bring in cleaning work, and a trickle of leads that came nowhere near justifying the spend.
The harder problem was that nobody could say why. Money left the account every month across two channels, and there was no reporting to show which part of it — if any — was working. Without that, there was nothing to fix and nothing to build on.
Five parts, designed to work as one system rather than five separate line items.
We designed and built proshinespecialisedcleaning.co.uk around the thing that actually matters to a cleaning business — getting someone to ask for a quote. Every service has its own page, from window and gutter cleaning to roof, solar panel and pressure washing, so each one can rank and convert on its own terms.
Exterior cleaning is won locally. We built out the Google Business Profile and structured the site's SEO around the areas Proshine actually covers — all seventeen Edinburgh postcode districts, plus Fife and the Lothians — so they show up for the searches that happen street by street. Sector pages do the same job for commercial work, and the blog answers the questions people actually search before they buy.
Paid search fills the gap while organic rankings build, and keeps the diary full in quieter months. Campaigns are structured by service so budget follows the work Proshine most wants — not whichever keyword happens to be cheapest. Every click lands on a page built to take a quote request, rather than a generic homepage.
We run Instagram and Facebook for Proshine. Exterior cleaning is an unusually visual trade — the before and after does the selling — so the content leans on the transformation rather than on saying how good the service is. The same shots earn their keep twice, running on the site as recent work.
This is the part most cleaning companies never get. Website forms feed straight into HubSpot, and when a lead actually converts, HubSpot sends that signal back to Google Ads. The campaigns optimise towards enquiries that turn into real jobs, not just anyone who filled in a form. Looker Studio reports pull it together, so Proshine can see what every pound is doing — the exact thing they could never get an answer to before.
334%
increase in quote leads, within two months
230%
average return on ad spend — £2.30 back for every £1 in
“Our business was turned around within 2 months. The amount of work and the results are amazing. We have as many leads being generated in a week as we were getting in a month.”
Proshine Specialised Cleaning
We only take on a handful of clients at a time, so you get the people doing the work — not an account manager.
