Case Study
Jani-King Streamlines Campaigns for Greater Lead Efficiency
Jani-King
As a national franchise leader in commercial cleaning, Jani-King sought to generate more qualified leads in Oregon without exceeding their budget.
Industry: Commercial Cleaning / Franchise
Location: Portland / Salem, Oregon
Project Scope: Paid search strategy, AdWords account optimization
Solution Provided: Restructured and consolidated campaigns to maximize budget performance—enhancing conversion rates without increasing ad spend.
The Challenge
The Solution
- Campaign Restructuring: The existing Google Ads account was overhauled, cutting the number of campaigns and ad groups in half to streamline targeting while preserving quality scores.
- Keyword Grouping & Spend Efficiency: Keywords were restructured into tightly themed groups, allowing the budget to stretch further and perform better across all search initiatives.
- Ongoing Optimization: When initial updates underperformed, Deksia pivoted quickly—refining the structure until the results matched the goals.
The Results
The revised strategy unlocked significant gains for Jani-King:
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Conversion rates surged after optimization, dramatically exceeding the initial goal
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A simplified structure led to smarter spend allocation and even left surplus budget available
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The strategy demonstrated how focused restructuring can outperform increased ad spend in B2B campaigns
This approach became a model for cost-efficient lead generation in the commercial cleaning industry.
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