01 / Overview
Over 7 months, Thiqa ran Google Search Ads for an Amman-based carpet and dry-cleaning company — generating 1,722 clicks from 14,033 impressions at a 12.27% CTR and $0.37 average CPC. The campaign was hyper-locally targeted to two custom zones within Amman, ensuring every click came from a potential customer within the service area. With 95.7% of impressions delivered to mobile users and a dominant male 25–44 audience, the campaign consistently drove high-intent enquiries for the 7-month period.
02 / The Challenge
What We Were Up Against
This Amman-based carpet and dry-cleaning company needed to reach local homeowners and businesses actively searching for professional cleaning — not broad audiences, but hyper-local customers ready to book.
Home services operate within a tight geographic radius — wasted impressions outside the service area burn budget without results
Cleaning is an intent-driven category: people search when they have a problem, not out of browsing habit
Competing against larger, more established cleaning brands on Google Search requires highly relevant ad copy to win clicks
Low brand awareness meant no organic search equity — paid search had to carry the full load of customer acquisition
03 / How We Made This Brand the Top Search Result in Amman
How We Fixed It
Hyper-Local Geo-Targeting
Configured two custom location targets within a 10 km radius of the service area — ensuring 100% of ad impressions reached people actually within reach of the service. Zero budget was spent on users outside the delivery zone.
High-Intent Keyword Strategy
Built a tightly curated keyword list around cleaning-specific search terms: carpet cleaning, dry cleaning, sofa cleaning, and home cleaning in Amman. Matched ad copy directly to each query type to maximise relevance and Quality Score.
Ad Copy Optimisation
Wrote and tested multiple ad variations emphasising the brand's key differentiators — speed, professionalism, and local availability. The winning copy consistently pulled a 12.27% CTR, more than 6× the Google Search industry average for home services.
Mobile-First Bid Adjustments
Data confirmed 95.7% of impressions came from mobile phones. Bid adjustments were applied to prioritise mobile users — the primary way Amman residents search for on-demand home services — keeping the average CPC at $0.37 while maximising qualified clicks.
04 / 7 Months of High-Intent Local Traffic
The Numbers
12.27%
CTR
Google Search Ads
1,722
Clicks
Apr–Nov 2023
14,033
Impressions
Amman radius targeting
98.1%
Mobile Clicks
of all clicks from mobile