"professional cleaning services" may be £9
but "professional cleaning services Macclesfield" is probably more like £0.50.
You don't want to come up for the top option as you will appear anywhere & everywhere, all over the UK.
If you do not take time to set up an Adwords account correctly, to suit your needs and budget. By having exact keywords, area targeting, turning off certain search partners of Google and much more like mentioned above having a decent Google quality score. Then you will waste a fortune guaranteed.
I have accounts running for 5 carpet cleaners and they moan if they don't get back £400-700 for every £100.00 they spend. If you are not getting these returns then you are doing something wrong. Simples..
Also Google do not pay anyone commission when it comes to Adwords (no matter what they tell you). So if you are paying a company to do your pay per click. Then you need to find out how much of the money you are paying them is being kept by them and how much is actually going on Adwords. Prepare for the BS from them.