Exterior cleaning / Google Ads
Turning local cleaning intent into quote-ready enquiries.
A Clean House Washing has more than 35 years of exterior-cleaning experience. The campaign's job was to translate that credibility into a clear local response for homeowners searching across house washing, roofs, gutters, driveways and pressure cleaning.
- +13%
- Conversion-rate lift
- +2.62pp
- Absolute rate gain
- -53%
- Cost per lead
20.00% up to 22.62%
Across equal 30-day windows
A$48.48 down to A$22.88
The challenge
The business problem behind the media plan.
Exterior cleaning searches can describe a service, a surface or a reason for the work, such as preparing a home for sale or repainting. Treating all of that demand as one generic audience makes it harder to show relevance.
The company also has a strong trust story: experienced operators, no subcontracting and a process developed to clean thoroughly without damaging landscaping or property. That value had to be visible before the quote request.
The approach
Make the next customer action obvious.
The campaign organised demand around the work customers were actually trying to book and the outcome they wanted. Service-specific messages were paired with local coverage and the proof of a long operating history.
Quote actions remained direct, while delivery focused on Brisbane and the surrounding 40 kilometres. The landing content answered the risk questions that often stop a homeowner from enquiring, balancing immediate response with reassurance.
Campaign playbook
What the work focused on.
- 01
Separate service intent across house, roof, gutter and surface cleaning.
- 02
Use pre-sale and pre-paint needs as concrete reasons to act.
- 03
Bring experience and careful property treatment into the decision path.
- 04
Track submitted quote opportunities and their cost as the primary result.
The outcome
What changed, and what the number means.
The lead-to-link-click conversion rate rose from 20.00% to 22.62% across equal 30-day windows. That is a 13.1% relative increase and an absolute gain of 2.62 percentage points.
Lead volume rose from 11 to 38, while cost per lead fell from A$48.48 to A$22.88. Because the campaign launched partway through the earlier window, the conversion-rate comparison is the more defensible homepage headline; the raw lead growth is supporting context.
