Work / Clean Master
The reference stack: full-funnel growth with airtight attribution
Clean Master Carpet Cleaning is the account every other Roland Collective engagement is modeled on — every channel active, every dollar traced from click to booked job.
The challenge
Clean Master had a strong local reputation and steady demand, but its marketing had the problem almost every home-service business has: nobody could say with confidence which channel produced which job. The booking platform routed leads to an external domain before tracking pixels could fire, call conversions were being double-counted across overlapping actions, and bidding was optimizing against flat placeholder values instead of real revenue.
You can't scale spend on data you don't trust. So the engagement became two projects in one: run the full marketing stack, and rebuild the measurement layer underneath it.
What we built
- Click-to-revenue attribution — CallRail dynamic number insertion by source, Hyros revenue tracking, GA4, and the HouseCall Pro API tied together so a Google click can be followed all the way to an invoiced job.
- Google Ads overhaul — full conversion-tracking audits of both the Dallas and Fort Worth accounts, call-conversion dedupe, form actions corrected to one-per-click, 26 negative keywords added, and budget rebalanced into Performance Max.
- SEO program — complete site audit with every recommended change implemented, plus an ongoing backlink program adding 3–4 earned links per month.
- Email lifecycle engine — a 25-campaign pipeline designed and built months in advance, plus automated cross-sell sequences introducing sister brands to the customer list.
- Social content system — a full month of branded designs staged at a time, each post in a distinct visual style, routed through a client-approval workflow before anything publishes.
- Conversion landing pages — a dedicated offers site with animation, lead-gating, and session-based CTA flows, iterated continuously.
The results
- 4.49x tracked ROAS on Performance Max in the Fort Worth account — measured on real tracked conversions, not modeled estimates.
- +29% year-over-year July bookings, verified in HouseCall Pro.
- Tracked conversions nearly doubled in Fort Worth after the paid-tracking overhaul.
- Conversion-tracking audit scores of A (91.7) and B (86.7) for the Dallas and Fort Worth accounts respectively.
- Search impressions surpassed the 4,500 target in Google Search Console following the site audit implementation.
- 464 Google reviews, supported by AI-assisted review replies that keep response rates at 100%.
Why it matters
Clean Master is now the blueprint. The tracking architecture built here — call tracking, revenue attribution, serverless CRM integration, clean conversion data — is being replicated across Roland Collective's other clients. That's the difference between running ads and building a growth system.