Merula's 2025

Meta Lead Generation Playbook

For Home Service Businesses

Watch the video below to see the exact playbook we used to generate over 25,000 leads & +$1M in revenue - And get a step by step walkthrough on how to structure/setup your Meta Campaign

*Note: We only work with 1 niche client per city so spots are limited.

Our Playbook

In Action:

Our Playbook In Action:

CASE STUDY: How CMAX Sanitary

Transformed Their Trash Bin Cleaning Division

by adding 600+ clients in 12 months.

CASE STUDY: How CMAX Sanitary Transformed Their Trash Bin Cleaning Division

by adding 600+ clients in 12 months.

Introduction

CMAX Sanitary Services is a leader in Southern California's residential and commercial cleaning industry. With multiple franchise locations across the region, they've built a reputation for excellence in cleaning and maintenance Services .

When CMAX decided to expand their trash bin cleaning division in 2023, they faced a challenge familiar to many service businesses: Generating a consistent, cost-effective stream of quality leads in a competitive market.

This case study reveals the strategic partnership between CMAX and Merula that transformed their lead generation from a constant struggle into a predictable growth engine, delivering 5,689 qualified leads and over 600 new customers across two full seasons.

Summary Of Results

5,689 qualified leads generated across 12 months of active advertising

$4.63 average cost per lead (industry average: $15-$25)

10-12% conversion rate maintained consistently across franchises

600+ new customers acquired with a healthy portion on recurring service plans

$26,340.07 total ad spend with an exceptional return on investment

The Challenge

Before partnering with Merula, CMAX's trash bin cleaning division faced several critical obstacles:

Lead Generation Struggles: Despite being an established brand in Southern California, their newer trash bin cleaning service lacked visibility and struggled to attract customers at a sustainable cost.

Market Penetration: Breaking into the residential bin cleaning market proved difficult without a targeted approach to reach homeowners who needed the service but didn't know it existed.

Service Awareness: Many potential customers didn't realize professional bin cleaning was available or understand why it was necessary for their health and home hygiene.

The Turning Point

Before partnering with Merula, CMAX's trash bin cleaning division faced several critical obstacles:

Market Penetration: Breaking into the residential bin cleaning market proved difficult without a targeted approach to reach homeowners who needed the service but didn't know it existed.

Service Awareness: Many potential customers didn't realize professional bin cleaning was available or understand why it was necessary for their health and home hygiene.

The Strategy

1. Industry-Specific Research & Positioning

We dove deep into the trash bin cleaning & local market, identifying key customer pain points:

- Health concerns about bacteria and germs

- Persistent odor problems

- The hassle of DIY cleaning

- Environmental consciousness

This research informed every aspect of our campaign strategy, from ad messaging to targeting.

2. Problem-Solution Ad Framework

We developed targeted Meta ad campaigns that spoke directly to homeowners' frustrations with dirty bins. The ads followed a proven problem-solution angle:

Problem: Highlighting the health risks and unpleasant reality of bacteria-filled, smelly trash bins

Solution: Positioning CMAX's professional wash and deodorize service as the easy, affordable answer.

3. Streamlined Lead Qualification

We created optimized Facebook lead forms that captured essential information while maintaining industry conversion rate bench marks:

- Service frequency preferences (Monthly, Quarterly, or One-Time)

- Number of bins requiring service

- Trash Pick up days

- Home Address

- Complete contact information

This approach ensured CMAX received not just leads, but qualified prospects ready to discuss service.

4. Rapid Testing & Optimization

Starting with three initial ad variations, we continuously tested and refined:

- Ad creative and messaging

- Audience targeting

- Budget allocation

- Form questions

This iterative approach allowed us to improve performance week over week.

Creatives

The Results

Month 1: The Riverside County franchise generated 168 leads at just $4.26 per lead - immediately validating our approach.

Months 2-3:Seeing Riverside's success,the other CMAX franchises rapidly adopted our lead generation system, creating a multiplier effect across the organization.

Long-Term Success: Over two full seasons (12 months of active advertising), the results remained consistently strong:

- Maintained sub-$5 cost per lead

- Steady 10-12% conversion rates

- Hundreds of leads per month

The Impact

Beyond the numbers, this partnership transformed CMAX's approach to growth:

Predictable Revenue: With consistent lead flow and conversion rates, franchises could accurately forecast growth and make confident business decisions.

Market Expansion: The cost-effective lead generation enabled CMAX to compete aggressively in new neighborhoods and territories.

Franchise Success: Individual franchise owners went from struggling for leads to managing steady growth, with some locations seeing 473 leads in just three months.

Brand Building: Consistent messaging across all locations strengthened CMAX's position as the go-to solution for bin cleaning in Southern California.

What the clients had to say about Merula:

CMAX Anaheim Testimonial

"We have worked with Merula for 2 seasons here at CMAX Sanitary Riverside County. Really have been impressed with their quality of service and support. Definitely would recommend them to any Bin Cleaners out there trying to increase leads."

— Rene Perez (Co-Owner of CMAX Riverside)

CMAX Belton Texas Testimonial

Conclusion

CMAX Sanitary's transformation from lead generation struggles to predictable growth demonstrates the power of strategic digital marketing in the service industry. By combining industry-specific expertise, proven ad frameworks, and continuous optimization, we helped CMAX build a sustainable competitive advantage in the growing bin cleaning market.

The partnership continues to evolve, with both teams committed to pushing boundaries and discovering new opportunities for growth in the seasons ahead.

Want Results like CMAX Sanitary?

Because the truth, is you can see these results, if not better…

Without any financial risk!

Because unlike other agencies or freelancers…

We GUARANTEE results or your money back.

So, if you want to chat and see if our strategy is a good fit for your business…

Your next step will be to book a FREE consultation call with me.

During this call you can share more about your business, goals, and challenges.

And for the record…

This is not a sales call in disguise.

You see, I’m not even sure if we can help your business yet, or if we're a good fit.

So our initial conversation is a simple no-pressure call to better understand your situation.

And if after our call, we seem like a fit, we will walk you through our entire system that has generated thousands of leads for businesses like yours.