CASE STUDY – SEO + GOOGLE ADS
90 Days In
How Miro’s House Cleaning Started
Climbing Google in One of the Most Competitive Cities in the US
A San Francisco cleaning business with existing SEO work needed a local partner who understood the market. Here’s what changed and where the numbers stand today.
Organic Clicks in 90 Days
Organic Impressions on Google
Phone Calls from Google Ads
Ad Clicks at $7.11 avg. CPC
THE CLIENT
A Real Local Business in a Market That Punishes Generosity
A Real Local Business in a Market That Punishes Generosity
San Francisco, CA
SEO + Google Ads
Client Since Dec. 2025
Work in Progress
Miro’s House Cleaning serves homeowners and businesses in San Francisco, a city where practically every house-cleaning company runs ads, competes for the same searches, and fights for the same spots on Google.
It’s not an easy market to rank in. The competition is real, and the searches are local, which means every position gained or lost has a direct impact on how many calls come in that week.
They had worked with someone outside the US to handle their SEO, and some of that work had produced results. A handful of keywords were already showing up on page 2 of Google.
But when they started thinking about growing more aggressively in San Francisco, they wanted someone local, someone who understood what San Francisco homeowners actually search for, how the local market behaves, and what it takes to compete there specifically.
That’s when they reached out to Brimar.
THE SITUATION
Good Bones, but the Strategy Wasn’t Built for San Francisco
When we got access to the site, the picture was clear. There was existing SEO work in place, some pages were indexed, some keywords had traction, but the strategy wasn’t focused.
There were pages targeting cities outside of San Francisco that were pulling the site in different directions.
Content unrelated to cleaning in the Bay Area was competing for crawl budget. Meta titles and descriptions were missing, duplicated, or lacking local intent.
The site also had a technical issue that was quietly hurting performance: the hero section on the homepage used a background video, which slowed load times on mobile.
In a city where most people search on their phones while commuting, a slow-loading homepage is a conversion killer before the visitor even reads a single word.
San Francisco is a market where showing up on page 2 is almost the same as not showing up at all. People searching for a cleaning service are ready to book; they won’t go to the second page to find someone.
The goal was clear from day one: tighten the focus to San Francisco, fix what was technically hurting the site, and build a Google Ads campaign to drive calls while the SEO work compounds over time.
One of the first visible changes was the homepage hero. The original version had a background video of someone cleaning, which sounds like a good idea until you realize it was slowing down the page on every device.
The headline was generic: “Top Rated House Cleaning Services In San Francisco.” It’s not bad, but it’s not built to convert. There was no clear reason for someone to book right then.
We replaced the video with a fast-loading static image, rewrote the headline to speak directly to the people actually searching, busy homeowners who want reliability, not just a cleaning crew, and restructured the page elements to make the path to booking obvious.
The result loads faster, reads clearer, and gives Google more to work with from an on-page SEO standpoint.
BEFORE – ORIGINAL HERO
AFTER – REDESIGNED HERO
THE WORK
Clean Up the Site First, Then Build From There
The first thing we did was the homepage.
The background video was replaced with an optimized static image that loads fast on any device.
The hero headline was rewritten with local intent, making it clear immediately that this is a San Francisco cleaning service, not a generic national landing page.
Small change, meaningful impact on both load speed and first impressions.
Then we went through the site page by page. Meta titles and descriptions were rewritten for every service page with San Francisco-specific keywords.
The on-page structure for the house cleaning, move-out cleaning, deep cleaning, and apartment cleaning pages was tightened to match what people in San Francisco are actually searching for.
In parallel, we launched a Google Ads campaign targeting house cleaning searches in San Francisco.
The SEO work takes months to fully mature; that’s the honest reality of local SEO in a competitive city. The ads were designed to bring in calls right now, while the organic rankings continue to build underneath.
THE RESULTS
Three Months In — The Momentum Is Real
This is an honest look at where things stand at the 90-day mark. The SEO work is still maturing, local SEO in a market like San Francisco takes 4 to 6 months to show its full effect. But the direction of the numbers is clear, and the trajectory matters as much as the snapshot.
Here’s where the most important keywords started in late December 2025 and where they stood in March 2026.
| Keyword | Dec 2025 | March 2026 |
|---|---|---|
| move out cleaning san francisco | Position 17 | Position 5 |
| cleaning services san francisco | Position 27 | Position 12 |
| professional cleaners san francisco | Position 74 | Position 18 |
| move out cleaning services san francisco | Position 14 | Position 8 |
| house cleaning san francisco | Position 17 | Position 13 |
| cleaners san francisco | Position 43 | Position 21 |
| house cleaning services san francisco | Position 17 | Position 13 |
| home cleaning san francisco | Position 15 | Position 14 |
The keyword that tells the most interesting story is “professional cleaners san francisco” — it started at position 74, which is essentially invisible, and it’s now at position 18 after 90 days.
That kind of movement in a competitive local market doesn’t happen by accident. It’s the result of consistent on-page work and building the right signals month after month.
On the paid side, the Google Ads campaign ran from January through March 20, 2026, generating 522 clicks and 15 direct phone calls, with an average cost of $7.11 per click and a total spend of $3,710.
In San Francisco’s cleaning market, where a single recurring client can be worth hundreds of dollars a month, 15 phone calls from people actively searching for a cleaner is a meaningful number.
15
Direct phone calls generated from Google Ads
$7.11
Average cost per click in one of the most competitive local markets in the US
The Takeaway
Sometimes the Work Is Already There; It Just Needs the Right Direction
Miro’s wasn’t starting from zero. There was real work done before us, and we’re not going to pretend otherwise. What was missing was a strategy built specifically for San Francisco, not a general cleaning business SEO playbook, but one that understood this city’s search behavior, this market’s competition level, and this business’s specific services.
Ninety days in, the keywords are moving in the right direction, the ads are generating calls, and the foundation is getting stronger every week. When local SEO in a market like this reaches the 5 and 6-month mark with this kind of trajectory, the results start to compound in a way that’s hard for competitors to catch up with.
We’re not done, and that’s exactly the point.
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