Femme 5 Agency SEO & SEM

Local SEO foundationGBP, NAP, location pages

Lead trackingforms & WhatsApp events

CPL reductionthrough intent-based SEM

Meet Femme 5 Agency.

Femme 5 is a Singapore-based agency specializing in maid and caregiver placement. The market is competitive, CPCs are high, and prospective families often require clear, trustworthy information before they reach out.

Before engagement, local visibility was inconsistent, and paid search mixed ready-to-hire terms with research queries, limiting efficiency.

The initial challenge.

Femme 5 operates in one of Singapore’s most competitive, click-expensive local markets, where search results are crowded with agencies making broad, undifferentiated claims and aggressive promotions. That landscape meant any waste whether from mismatched keywords, slow pages, or vague messaging would quickly inflate cost-per-lead.

Although the Google Business Profile existed, it wasn’t actively leveraged: categories weren’t fully aligned to priority services, Services and Q&A lacked depth, photo cadence was inconsistent, and NAP details weren’t reinforced across citations, all of which weakened local relevance signals. On-site, service pages described offerings but didn’t fully answer the questions families actually ask before contacting an agency: how shortlisting works, what documents are required, how renewals or replacements are handled, and how timelines compare for transfer vs new hire.

Seo vs SEM

Those gaps created hesitation, particularly on mobile, where visitors decide in seconds whether to inquire or bounce. Measurement further blurred decision-making. Form submits were captured, but WhatsApp clicks an essential contact channel in this category weren’t tracked with the same rigor, so channel quality comparisons were incomplete and optimization was skewed toward whichever touchpoint happened to be measured most clearly. In paid search, brand and non-brand intent blended together, research queries slipped into ready-to-hire campaigns, and negative keyword governance was light, which let irrelevant traffic (jobs, agency work, generic helper content) siphon budget.

The net result was an account spending real money for attention but lacking the clarity to separate curiosity from true demand, and a website that was trustworthy in tone yet not surgical enough in addressing the objections that keep prospects from reaching out.

Our solutions.

We tightened every stage of the path from query to conversation. Locally, we rebuilt the Google Business Profile around the realities of how families search and decide: correct primary and supporting categories, fully populated Services with structured service descriptions, a living Q&A that answered contract, renewal, and documentation questions, and a cadence of authentic photos that reflected real placements and team credibility.

We audited citations for NAP consistency and ensured location cues surfaced visibly on-site through headers, footers, and schema so that “near me” and map-pack relevance could compound. On the website, each core service page was rewritten against search intent and objection handling clear process steps, eligibility guidance, turnaround expectations, and what happens if a placement isn’t the right fit supported by concise FAQs and social proof. Mobile sections were reordered to bring the promise, proof, and next step into the first screen, reducing cognitive load and giving users a single, confident action: submit the form or tap WhatsApp.

In SEM, we split brand from non-brand and rebuilt non-brand into tightly themed ad groups that mirror real-world intent tiers (immediate hire vs research). Exact and phrase matches carried commercial load, while a curated discovery layer ran only where it could be governed by robust negatives that filter job-seekers, training queries, and generic helper content. Responsive Search Ads were refreshed to echo the on-page narrative clear process, compliance, and support while extensions reduced steps to contact with call, lead form, and sitelinks into high-intent pages. Measurement moved from partial to complete: in GA4/GTM, form start, successful submit, and the verified thank-you state were tracked alongside WhatsApp taps with UTM persistence, allowing us to attribute conversations accurately by campaign, ad group, query, and location.

With clean data, weekly reviews shifted budgets toward the hours, geos, and keyword themes producing the most qualified inquiries at the lowest CPL, and content topics from search-term reports fed back into on-site FAQs to close new objections. The combined effect was a locally authoritative presence, landing pages that answered the right questions in the right order, and paid search that paid only for the intent Femme 5 actually wants resulting in steadier, better-qualified calls and messages at a defensible cost.

Local presence strengthened across priority areasAttribution across forms & WhatsApp clicksRoadmap to lower CPL & more qualified calls

Need more high-quality local leads? Talk to PaperCut Collective.