Divine Touch Cleaning's ads separate renters planning a move from households looking for regular or deep cleaning. Each service has its own messages, page and quote form, with property size and preferred date captured up front.
The business
Divine Touch Cleaning is a Melbourne house-cleaning business. It does regular and deep home cleaning, but its headline service is the end-of-lease clean, sold with a bond-back promise. A renter moving out and a household wanting a weekly clean are very different customers, and they are worth very different amounts.
What we set out to do
The brief was to bring in both kinds of work through Google Ads and to show which one earned more. That meant keeping moving-out searches apart from everyday cleaning searches, and matching every enquiry we could trace to an ad with the jobs the client marked as won.
What we built
End-of-lease, bond, vacate and move-out searches have their own campaigns and land on a page with a quote form that asks for the property size and preferred date. Regular, one-off and deep house cleaning run separately, with their own ads and pages. The services covered include:
- End-of-lease and bond cleaning
- Move-out and vacate cleaning
- Regular house cleaning
- Deep cleaning
- Oven cleaning
- Post-renovation cleaning
The website behind the campaign gives each service its own page. See the pages, mobile layout and enquiry options in the Divine Touch Cleaning website case study.
What happened
End-of-lease, bond and move-out cleans accounted for 66% of recorded won job value from traced Google Ads enquiries. The average won end-of-lease job was worth 3.2 times the average regular or deep home clean. These are agreed job values, with later repeat visits excluded.
End-of-lease work carries the account. An average won end-of-lease job was worth 3.2 times an average regular or deep home clean, so one end-of-lease booking is worth about three routine visits.
Saturday matters. About one in seven Google Ads enquiries arrived on a Saturday, and those enquiries produced nearly 30% of the won job value. That fits people who plan a move or a big clean on their day off, so Saturday coverage is worth keeping.
For a cleaning business with high-value and routine services side by side, explore our Google Ads management to build campaigns around the jobs that earn the most.
