Stanley Steemer
“We turned a fragmented franchise system into a high-performance search engine.”
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It all starts here
Their Story
Stanley Steemer is a leading U.S. carpet and floor cleaning brand, operating through a network of independently owned franchise locations.
The Challenge
Stanley Steemer needed to modernize its paid search program to better support franchise owners and improve performance across the board.
They set out to:
- Increase total scheduled jobs by 10% in Q1
- Reduce cost per job
- Improve ROI across a highly fragmented system
All while managing:
- 110+ franchise owners
- 35 branches with unique local needs
- Growing competition from smaller, local providers
The Insights
- A one-size-fits-all strategy wouldn’t work across franchise locations
- Local relevance was critical to improving conversion rates
- Existing measurement lacked visibility into true business impact
- Faster optimization required deeper integration of offline data
The Strategy
Rise developed a three-part approach focused on scale, efficiency, and local relevance—built to deliver immediate impact.
The Solution
Granular Account Structure
- Rebuilt campaigns for tighter budget control and improved ROI
- Expanded keyword and ad group coverage to increase reach
- Enabled scalable growth across locations
Hyper-Local Targeting & Messaging
- Customized campaigns by franchise and branch
- Delivered more relevant messaging based on local intent
- Improved customer experience and conversion rates
Advanced Measurement Framework
- Implemented a Connex-powered system integrating offline data
- Measured true ROI at keyword, branch, and franchise levels
- Enabled faster, smarter optimization decisions
Technology-Driven Execution
- Leveraged a sophisticated tech stack to manage complexity efficiently
- Delivered performance improvements within budget constraints
The Results
Within just three months, the new strategy significantly exceeded performance goals.
improvement in ROI
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increase in monthly revenue
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decrease in cost per job
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