EOL Melbourne · End of lease and bond cleaning · Melbourne, VIC
EOL Melbourne: nearly 3 in 10 Google Ads clicks became an enquiry
EOL Melbourne turned nearly 3 in 10 Google Ads clicks into a quote request or tracked call in the last 60 days, 1.4 times the rate of its first 30 days. Four in five enquiries were written quote requests, and 43% arrived before 7am or after 5pm, almost all through the quote form.
The advertising covers moving and home cleaning, carpets and furnishings and exterior and hard surfaces.
Moving and home cleaning
End-of-lease cleaning
Bond cleaning
Move-out and vacate cleaning
House cleaning
Show all 9 services+
One-off and spring cleaning
Deep cleaning
Kitchen and oven cleaning
Bathroom cleaning
Walls, garages and balconies
Carpets and furnishings
Carpet steam cleaning
Upholstery and sofa cleaning
Exterior and hard surfaces
Window cleaning
The results
Results for EOL Melbourne.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Nearly 3 in 10
Google Ads clicks became a quote request or tracked call
Last 60 days
How it was measured
Quote forms sent from the website after an ad click plus tracked phone calls from the ads, divided by Google Ads clicks over the same 60 complete days.
1.4×
Click-to-enquiry rate in the last 60 days, against the first 30 days of ads
Last 60 days against the first 30 days
How it was measured
The click-to-enquiry rate for the last 60 complete days divided by the rate for the first 30 days, counted from the first day the ads ran. Rounded down.
4 in 5
Share of all enquiries that were written quote requests rather than calls
Since ads began
How it was measured
Quote forms as a share of all Google Ads enquiries (quote forms and tracked calls) since the ads began.
43%
Share of enquiries made before 7am or after 5pm
Since ads began
How it was measured
Enquiries made before 7am or from 5pm, Melbourne time, on any day, as a share of all Google Ads enquiries since the ads began.
29%
Share of enquiries from vacate and move-out searches, at the end-of-lease rate
Since ads began
How it was measured
Enquiries from the vacate and move-out ad groups as a share of all Google Ads enquiries since the ads began. Their click-to-enquiry rate matched the end-of-lease ad group's to within a point.
How we measured +
Enquiries are tracked ad calls and quote forms sent after an ad click. The headline covers the last 60 complete days; the first-30-day comparison includes service groups that stopped after the opening weeks. Full-month charts use their own labelled windows.
In one minute
The 60-second version
EOL Melbourne, from the brief to the result in 5 short slides.
01 The business
A Melbourne end-of-lease cleaning company
EOL Melbourne cleans rentals for tenants moving out, working to a checklist built around what agents inspect and offering a re-clean if anything is missed.
02 The problem
One clean, many names
Tenants search for the same job as end-of-lease, bond, vacate or move-out cleaning. The account had to catch each wording and turn the click into a quote request with the details needed to price the job.
03 What we built
Ad groups for each name of the clean
One search campaign with ad groups for end-of-lease, vacate, move-out, bond and real-estate cleaning, plus deep cleans and single rooms. Ads land on pages with the quote form near the top.
04 What happened
Nearly 3 in 10 clicks became an enquiry
In the last 60 days, nearly 3 in 10 Google Ads clicks became a quote request or tracked call, 1.4 times the rate of the first 30 days of ads.
Nearly 3 in 10clicks became a quote request or tracked call, last 60 days
05 What we learned
Written quotes and evening searches carry the work
Four in five enquiries were written quote requests, and 43% arrived before 7am or after 5pm. The quote form does much of the work, so it stays first on every page.
43%of enquiries made before 7am or after 5pm
01 / 05
Insights
What the data showed
Details from the EOL Melbourne project. Open a card for the finding and its source.
Calls01
81%
Four in five enquiries were written quote requests, not phone calls.
Quote forms81%
Tracked calls19%
End-of-lease work is planned around a moving date, and the quote form asks for the suburb, the property size, the service and a preferred date. Most tenants chose to send those details in writing rather than ring. That is why the form sits at the top of every page the ads point to.
Source and basis. Quote forms and tracked calls, each as a share of all Google Ads enquiries since the ads began.
Search02
29%
Vacate and move-out searches brought in 29% of enquiries, converting as well as end-of-lease searches.
End-of-lease: enquiry rate29%
Vacate and move-out: enquiry rate30%
Tenants call the same clean by different names, so the account answers end-of-lease, vacate, move-out and bond searches with ad groups of their own. Vacate and move-out searches turned clicks into enquiries at the same rate as end-of-lease searches. Catching each wording brought in more enquiries without lowering the rate.
Source and basis. Bars show enquiries divided by clicks for each group of ad groups since the ads began, rounded down. The 29% is the vacate and move-out share of all Google Ads enquiries.
Timing03
43%
43% of enquiries arrived before 7am or after 5pm, and about 9 in 10 of those were quote forms.
Out-of-hours share of clicks50%
Out-of-hours share of enquiries43%
Clicks during business hours converted best, at 1.3 times the out-of-hours rate. Even so, evenings and early mornings brought in 43% of enquiries, almost all through the quote form. Keeping the ads on in the evening keeps that form working.
Source and basis. Clicks and enquiries before 7am or from 5pm, Melbourne time, on any day, each as a share of the account total since the ads began. The 1.3 times compares the business-hours click-to-enquiry rate with the out-of-hours rate, rounded down.
Measured improvements
What improved in EOL Melbourne’s account
Best full month compared with the first full month Enquiries are recorded calls or submitted forms; booked jobs are a separate outcome.
click-to-enquiry rate
28% → 33.4%Best full month compared with the first full month
cost per enquiry
−17%Best full month compared with the first full month
Before and after — each row against its own starting point
Click-to-enquiry rateRate
Start 28%Best month 33.4%
Best full month compared with the first full month
Cost per enquiryIndex: starting month = 100, lower is better
Start 100Best month 83
Best full month compared with the first full month
19% of enquiries were phone calls
81% of ad clicks came from mobile
How we did it
Cut the searches that were never going to book
68 negative keywords now block job-seeker, free-help and out-of-scope searches, and 751 unique search terms have been read and sorted. Money that used to buy the wrong clicks now buys the right ones.
Reviewed the account on a fixed rhythm
25 documented search-term reviews flagged 93 wasteful searches for exclusion or review. Each looks at what people actually typed before the ad showed, not just the keywords we bid on.
Matched every ad to the job searched
15 responsive search ads are live, each written for the ad group it serves — the problem, the service and the next step — so more of the people who click go on to call or enquire.
Each change uses the comparison period shown beside it.
The ads
The Google ads we wrote and ran for EOL Melbourne
Word for word from EOL Melbourne's account. Each one served on Google. A click-through rate, where shown, is that ad's own.
Sponsored
E
EOL Melbourne
eolmelbourne.com.au/VacateClean/Melbourne
Vacate Cleaning | Vacate Cleaning Melbourne | 100% Bond Back Guarantee
100% bond back guarantee. Real estate approved checklist. Free quote in 60 seconds. Police-checked, insured Melbourne cleaners. Same-day & next-day availability — book today.
A real ad we wrote and ran for EOL Melbourne.
Vacate cleaning
Sponsored
E
EOL Melbourne
eolmelbourne.com.au/EndOfLease/Melbourne
Inner Melbourne Cleaners | Bond-Back Specialists | Trusted Melbourne Team
Melbourne CBD, inner & outer suburbs covered. Same-day & next-day cleans available. 4.9 stars on Google. Real estate approved. Free quote — book online in 60 seconds.
A real ad we wrote and ran for EOL Melbourne.
End of lease cleaning
13.6% click-through rate
Website development · EOL Melbourne
We built their website, too.
Explore the website we designed for EOL Melbourne: the pages, the mobile experience and the path to an enquiry.
EOL Melbourne turned nearly 3 in 10 Google Ads clicks into a quote request or tracked call in the last 60 days, 1.4 times the rate of its first 30 days. Most of that work came through a written quote form, and a large share of it arrived outside business hours.
The business
EOL Melbourne is an end-of-lease cleaning company working across Melbourne. Tenants book it to get a rental ready for the final inspection, with a checklist built around what agents look for and a re-clean if anything is missed. The quote form asks for the suburb, the property size, the service and a preferred date, which is what the team needs to price the job.
What we set out to do
Tenants call the same job by different names: end-of-lease, bond, vacate, move-out or real-estate cleaning. The account had to catch each of those searches, send the person to a page that matched, and turn the click into a quote request with enough detail to price the clean. It also tested extras, such as an oven or a carpet on its own, in ad groups of their own.
What we built
One search campaign carries the account, with ad groups for end-of-lease, vacate, move-out, bond and real-estate cleaning. Deep cleans and single-room jobs had ad groups of their own, so their results could be judged separately. Ads land on pages with the quote form near the top and a call button beside it.
The end-of-lease page puts the quote form beside the headline, with a call button underneath.
Quote forms and tracked calls are traced back to the ad group that produced them. The website itself is covered in the EOL Melbourne website case study.
What happened
In the first 30 days of ads, about 1 in 5 clicks became an enquiry. In the last 60 days it was nearly 3 in 10, which is 1.4 times the early rate. The measured results on this page compare calendar months instead, and point the same way.
Four in five enquiries since the ads began were written quote requests rather than calls. About four in five clicks came from phones, although clicks from desktop computers converted a little better, at 1.2 times the phone rate.
Every name for the clean pulls its weight
Vacate and move-out searches brought in 29% of enquiries and converted at the same rate as end-of-lease searches. Answering each wording with its own ad group was worth doing.
Extras ran only in the first weeks
Ad groups for deep cleans and single rooms, such as an oven or a carpet on its own, took more than four in five clicks in the first three weeks. They were then paused, and the account has run on end-of-lease, vacate, move-out and bond searches since, at close to 3 in 10. The extras ran too briefly beside the move-out ads for a fair comparison of rates.
The form works after hours
43% of enquiries arrived before 7am or after 5pm, and about 9 in 10 of those were quote forms. Clicks during business hours converted best, at 1.3 times the out-of-hours rate, but evenings still brought in a large share of the work. Keeping the ads on in the evening keeps that form working.
How we measured it
An enquiry is a quote form sent from the website after an ad click or a tracked phone call from the ads. No job outcomes are recorded for this account, so this page reports enquiry rates rather than a return on ad spend. The first 30 days are counted from the first day the ads ran, search themes come from the ad group that served the ad, and rates are rounded down.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to cleaning businesses.
How was the nearly 3 in 10 figure for EOL Melbourne worked out?
We took every quote form sent after an ad click and every tracked call from the ads over the last 60 complete days, and divided by the Google Ads clicks over the same days. The result was just under 30%, which we describe as nearly 3 in 10.
How does this fit with the measured results on this page?
The measured section compares the first full calendar month of ads with the best full month. The figures here use rolling windows instead: the first 30 days of ads and the last 60 days. Both point the same way. The share of clicks that became an enquiry rose after the first month and has stayed close to 3 in 10.
Why do most EOL Melbourne enquiries come through the quote form?
An end-of-lease clean is planned around a moving date, and pricing it needs the suburb, the property size and the service. Most tenants chose to send those details in writing, so four in five enquiries were quote forms rather than calls.
Should end-of-lease ads run after hours?
Yes. Clicks during business hours converted best, at 1.3 times the out-of-hours rate, but 43% of enquiries still arrived before 7am or after 5pm, and about 9 in 10 of those came through the quote form.
What do the results in this EOL Melbourne case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: Last 60 days. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for cleaning businesses like mine?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
More work for cleaning businesses.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
service, suburb, size and move-out date in one form
Website delivery
EOL Melbourne: an end-of-lease cleaning website built around the quote. See the design, service pages and enquiry experience.
EOL Melbourne is an end of lease cleaning business working across metropolitan Melbourne, VIC, for tenants, owners and property managers.
Delivered: A quote form that asks for the suburb, property size, service and move-out date. 16 service pages in three groups, each with the form set to that service.
Outcome: We built a quote form that asks for the suburb, property size, service and move-out date. We also added 16 service pages in three groups, each with the form set to that service.
A Plus Lightning Carpet Cleaning: a cleaning website with a quote form on every service page. See the design, service pages and enquiry experience.
A Plus Lightning Carpet Cleaning is a Central Coast business cleaning carpets, upholstery, mattresses and rugs, and handling moving cleans.
Delivered: 18 pages, including 11 service pages, each with the quote form beside the headline. A two-column Services menu separating carpet work from upholstery, mattresses and rugs.
Outcome: We built a two-column Services menu separating carpet work from upholstery, mattresses and rugs. We also added an end-of-lease page with twelve inclusions, four steps and a clear line on what is not promised.
interactive cleaning demonstrations and a quote form
Website delivery
Clean Effortlessly: an interactive cleaning page that shows the before and after. See the design, service pages and enquiry experience.
Clean Effortlessly is an end-of-lease cleaning company based in Granville, serving tenants moving out across Sydney.
Delivered: One landing page that opens on a room the visitor drags from moving-out mess to clean. Three before-and-after sliders and a cursor reveal further down the page.
Outcome: We built one landing page that opens on a room the visitor drags from moving-out mess to clean. We also added three before-and-after sliders and a cursor reveal further down the page.
service scopes, planning guides and proposal forms
Website delivery
CLEANEY: a commercial cleaning website for facility managers. See the design, service pages and enquiry experience.
CLEANEY is a Melbourne commercial cleaning company serving workplaces across Greater Melbourne and the Mornington Peninsula.
Delivered: 633 pages: 18 services, 554 suburb pages, 48 guides, three region pages and the core pages. Service pages written for facility managers, with frequency guidance and planning material to download.
Outcome: We built service pages written for facility managers, with frequency guidance and planning material to download. We also added suburb pages that answer the questions each area raises.
