Cleaning Up in Search & Sales
Turning Carpet Tech into a digital powerhouse with SEO and smarter ad spend.
Client
Carpet Tech
Services
Google Ads, SEO
Industry
Commercial Cleaning, Services
Platforms
Google Search Ads, Google Shopping, Google Search
Unbranded Traffic Share
92%
Increase in Page‑1 Keywords
91%
Project Overview
Carpet Tech, a leading home improvement service specializing in carpet and floor care, was struggling with ad spend efficiency and wanted to increase ROI year-over-year while making ad spend more efficient amid rising Google Ads costs. Across one year of partnership with 20North, ROAS grew, branded conversions dropped, and organic performance skyrocketed without sacrificing sales.
- Heavy reliance on branded conversions
- Limited unbranded keyword visibility
- Inefficient ad spend allocation
- Underperforming SEO strategy
Project Execution
d 20 North implemented a multi-part campaign focusing on improving ROAS for their paid advertising, and growing organic traffic through optimized SEO content and structure throughout their site.
Paid Media
- Reduced branded keyword dependency (branded conversion share dropped from 59% to 18%)
- Drove new customer acquisition with non-branded search ads
- Increased ROAS by 12% YoY, hitting 2.5 despite reduced branded spend
- Added Google Shopping ads for faster online sales wins
- Built high-converting landing pages and scaled budgets after proving profitability
SEO Strategy
- Launched aggressive keyword and content strategy
- Grew rankings from 6,088 keywords → 8,658 (+42%)
- Nearly doubled page-one keywords from 865 → 1,648 (+91%)
- Shifted organic traffic mix from 55% branded → 92% unbranded
Project Results
Across one year partnering with 20North
- Google Ads:
- Branded conversions: 59% → 18%
- ROAS up 12% YoY to 2.5
- +42% keyword growth
- +91% more page-one rankings
- Users +10%, Sessions +13%, Engaged Sessions +13%
- 4,148 calls/forms
- +29% more leads comparing early vs recent 6 months
