FacilityWorx: 44% lower cost per commercial cleaning enquiry
FacilityWorx cut its cost per Google Ads enquiry by 44%, comparing the last 30 days with the first 30 days of ads. Over the same windows, the ads produced 2.2 times the enquiries, and by the second full month cost per enquiry was already 23% lower. Half of all enquiries were for pressure washing, builders cleans and deep cleans, and desktop clicks became enquiries 1.6 times as often as mobile clicks.
The advertising covers moving and home cleaning, commercial cleaning and exterior and hard surfaces.
Moving and home cleaning
House cleaning
Kitchen and oven cleaning
Commercial cleaning
Office cleaning
Commercial cleaning
Warehouse and factory cleaning
Medical and aged-care cleaning
Show all 10 services+
School and childcare cleaning
Gym and sports-facility cleaning
Hospitality and restaurant cleaning
Strata and common-area cleaning
Builders and post-renovation cleaning
Industrial and remote-site cleaning
Exterior and hard surfaces
Pressure washing
Campaign hours
Campaign schedule · Sydney local time
Monday–Friday: 8am–7pm
The results
Results for FacilityWorx.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
−44%
lower cost per enquiry
Last 30 days against the first 30 days of ads
How it was measured
Google Ads spend divided by enquiries recorded in Google Ads (tracked calls and quote forms) in each window. The first 30 days start on the first day of spend; the last 30 days end on the last complete day before the figures were taken. Only the percentage change is shown, rounded toward the smaller change.
−23%
Lower cost per enquiry in the second full month of ads than in the first
Second full month against the first full month
How it was measured
Google Ads spend divided by enquiries recorded in Google Ads in each full calendar month of ads. Only the percentage change is shown, rounded toward the smaller change.
1.6×
Enquiry rate from desktop clicks, against mobile clicks
Since ads began
How it was measured
Enquiries divided by clicks on desktop and laptop computers, compared with the same for mobile phones, as reported by Google Ads. Rounded down to one decimal.
50%
Enquiries for one-off work: pressure washing, builders cleans and deep cleans
Since ads began
How it was measured
Enquiries recorded in Google Ads from the pressure washing, builders cleaning and deep cleaning ad groups, as a share of all enquiries. Rounded down.
How we measured +
Cost per enquiry is Google Ads spend divided by tracked calls and quote forms. The headline compares the first and latest complete 30-day windows. Service and device breakdowns follow the ad click. Full-month comparisons use their separately labelled periods.
In one minute
The 60-second version
FacilityWorx, from the brief to the result in 5 short slides.
01 The business
A commercial cleaner for South East Queensland sites
FacilityWorx runs structured, audit-ready cleaning for offices, healthcare, hospitality and industrial sites. This campaign covers the Gold Coast and nearby industrial areas.
02 The problem
Commercial buyers search in many different ways
An office manager, a builder finishing a site and a restaurant owner all need a cleaner, but they search differently. The account had to cover each one without paying for job seekers or home cleaning.
02
03 What we built
Ad groups by job and by place, each with its own page
Ad groups for offices, builders cleans, pressure washing, deep cleans, aged care and more, many tied to a Gold Coast suburb, each landing on a matching page. The pricing page explains how a contract is costed.
04 What happened
2.2 times the enquiries at 44% lower cost each
In the last 30 days, the ads produced 2.2 times the enquiries of the first 30 days, and cost per enquiry was 44% lower. By the second full month it had already fallen 23%.
−44%lower cost per enquiry, last 30 days against the first 30
05 What we learned
Desktop buyers and one-off jobs mattered
Desktop clicks became enquiries 1.6 times as often as mobile clicks, and half of all enquiries came from pressure washing, builders cleans and deep cleans.
50%of enquiries were for one-off cleans
01 / 05
Insights
What the data showed
Details from the FacilityWorx project. Open a card for the finding and its source.
Value01
−44%
In the last 30 days the ads produced 2.2 times the enquiries of the first 30, at 44% lower cost each.
Enquiries, first 30 days of ads1×
Enquiries, last 30 days2.2×
Cost per enquiry fell early, by 23% from the first full month to the second, and the last 30 days ran 44% below the first 30. Over the same 30-day windows the ads produced 2.2 times the enquiries, so the account grew without each enquiry costing more.
Source and basis. Enquiries recorded in Google Ads in the last 30 days divided by those in the first 30 days, rounded down to one decimal. Cost per enquiry is spend divided by enquiries in each window; only the percentage change is shown.
Service02
50%
Half of all enquiries were for one-off work: pressure washing, builders cleans and deep cleans.
Commercial and facility cleaning25%
Deep cleans19%
Sector sites such as mine sites, solar farms and gyms16%
Builders cleans15%
Pressure washing15%
Office cleaning7%
The account covers ongoing contract cleaning, but one-off jobs carried as much weight. Pressure washing, builders cleans and deep cleans brought in 50% of enquiries, and commercial and facility cleaning a quarter. A site that books a deep clean is also a natural prospect for a regular contract.
Source and basis. Enquiries recorded in Google Ads, grouped by the ad group that produced them, as a share of all enquiries since ads began. Rounded down.
Device03
1.6×
Desktop clicks became enquiries 1.6 times as often as mobile clicks.
Desktop: clicks that became an enquiry25%
Mobile: clicks that became an enquiry16%
Phones made most of the clicks, but desktops and laptops produced 45% of enquiries from 34% of clicks. Office and site managers often look for suppliers at a desk, so the quote form and the pricing page matter as much as the call button.
Source and basis. Enquiries divided by clicks by device, as reported by Google Ads, since ads began. Rounded down to whole numbers; the ratio is rounded down to one decimal.
Measured improvements
What improved in FacilityWorx’s account
Latest full month compared with the first full month Enquiries are recorded calls or submitted forms; booked jobs are a separate outcome.
enquiries per month
2.2×Latest full month compared with the first full month
click-to-enquiry rate
16.1% → 20.4%Latest full month compared with the first full month
Before and after — each row against its own starting point
Monthly enquiriesMultiple of the starting month
Start 1×Latest 2.2×
Latest full month compared with the first full month
Click-to-enquiry rateRate
Start 16.1%Latest 20.4%
Latest full month compared with the first full month
58% of enquiries were phone calls
64% of ad clicks came from mobile
How we did it
Built the account to scale by job and by place
We built campaigns around the jobs the business wants, organised into 41 ad groups and 730 keywords. Budget can then be added where a service or suburb is proven, instead of raising everything at once.
Cut the searches that were never going to book
160 negative keywords now block job-seeker, free-help and out-of-scope searches, and 560 unique search terms have been read and sorted. Money that used to buy the wrong clicks now buys the right ones.
Matched every ad to the job searched
122 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 FacilityWorx
Word for word from FacilityWorx's account. Each one served on Google.
Local Gold Coast crews, local supervisors. 48-hour express mobilisation if needed. Outbreak response under 4 hours across SEQ. Fixed-price quotes, no mystery clauses.
A real ad we wrote and ran for FacilityWorx.
Pressure washing in Yatala
Sponsored
F
FacilityWorx
facilityworx.au/warehouse/cleaning
Local Gold Coast Supervisors | Request A Site Quote Today | Warehouse Cleaning Crews
Gold Coast and Yatala logistics sites cleaned to an audit-ready standard scope. Mechanical sweep and scrub of warehouse floors, docks, aprons and pick faces.
A real ad we wrote and ran for FacilityWorx.
Warehouse & DC cleaning in Gold Coast
Website development · FacilityWorx
We built their website, too.
Explore the website we designed for FacilityWorx: the pages, the mobile experience and the path to an enquiry.
Explore FacilityWorx’s website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Connect the service to its Queensland region — Condensed type and blue-and-yellow highlights make the commercial message prominent against working imagery. A site-brief form sits alongside it, with suburb and premises details visible from the start.
01 / 02 · Connect the service to its Queensland region — Condensed type and blue-and-yellow highlights make the commercial message prominent against working imagery. A site-brief form sits alongside it, with suburb and premises details visible from the start.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
FacilityWorx
FacilityWorx is a South East Queensland commercial cleaning business running audit-ready cleaning for offices, healthcare, hospitality and industrial sites, with this campaign covering the Gold Coast.
B2B commercial cleaning · Gold Coast, QLD
SoudCoh services
Google Ads management
Enquiry tracking and reporting
Website design and landing pages
What we put in place
The campaign work
A Google Ads search campaign organised by job and by place, with ad groups for offices, builders cleans, pressure washing, deep cleans and sector sites.
Each ad sent to a page written for that job or place, many tied to a Gold Coast suburb.
Negative keywords and a quote-form notice that keep job seekers and home-cleaning searches out.
Tracked calls and quote forms traced to the ad group behind them, with a review by job and device.
What the project delivered
The outcome
Cost per enquiry 44% lower in the last 30 days than in the first 30 days of ads, with 2.2 times the enquiries over the same windows.
FacilityWorx cut its cost per Google Ads enquiry by 44%, comparing the last 30 days with the first 30 days of ads. Over the same windows, the ads produced 2.2 times the enquiries, and half of all enquiries were for one-off cleans.
The business
FacilityWorx is a commercial cleaning business in South East Queensland. It runs structured, audit-ready cleaning for offices, healthcare, hospitality, retail and industrial sites, and prices each contract around the site: by the cleaner-hour, by the square metre or as a fixed monthly contract. This campaign covers the Gold Coast and the industrial areas around it.
What we set out to do
Commercial cleaning is bought by people with very different briefs. An office manager wants a reliable regular clean, a builder wants a site handed over clean, a restaurant needs its kitchen deep cleaned, and a warehouse needs its hardstand pressure washed. The account had to meet each of them with the right ad and page, keep out searches from job seekers and people wanting their home cleaned, and bring the cost of each enquiry down as it grew.
What we built
The campaign is organised by job and by place. There are ad groups for offices, builders cleans, pressure washing, kitchen and commercial deep cleans, aged care, medical sites, gyms, hotels, strata, warehouses, factories, and remote and energy sites. Many are tied to a Gold Coast suburb or industrial area, and each sends people to a page written for that job or place.
The quote form asks about the site and points job seekers to the careers page before they fill it in.
Searches from job seekers, people wanting home or end-of-lease cleaning, do-it-yourselfers and other cities are blocked, and the quote form itself tells job seekers where to go instead. Calls and quote forms from the ads are tracked to the ad group behind them, which is how the job mix below was measured.
In the last 30 days, cost per enquiry was 44% lower than in the first 30 days of ads, and the ads produced 2.2 times the enquiries. The fall began early: by the second full month, cost per enquiry was already 23% lower than in the first full month.
Cost per enquiry moved from month to month, as it does in any account, but every later full month ran well below the first. The measured results panel on this page shows the same direction from a different angle, comparing the first full month of ads with a later one.
Half the enquiries were one-off cleans
Pressure washing, builders cleans and deep cleans brought in 50% of enquiries. Commercial and facility cleaning brought in a quarter, and sector sites such as mine sites, solar farms, gyms, medical centres and aged care 16%. One-off jobs are worth advertising for on their own terms, and a site that books a deep clean is a natural prospect for a regular contract.
Desktop clicks did more of the work
Phones made most of the clicks, but desktops and laptops produced 45% of enquiries from 34% of clicks. A desktop click became an enquiry 1.6 times as often as a mobile click. Office and site managers often look for suppliers at a desk, so the quote form and the pricing page matter as much as the call button.
These figures cover about five months of ads. The job mix rests on a modest number of enquiries per group, so the smaller shares will move as more weeks come in.
How we measured it
Cost per enquiry is Google Ads spend divided by enquiries recorded in Google Ads, as tracked phone calls and quote forms, in each window. Only the percentage change is published, rounded toward the smaller change. The first 30 days are counted from the first day of spend, and the last 30 days end on the last complete day before the figures were taken. Full months are calendar months with ads running throughout. Job groups come from the ad group behind each enquiry, and device comes from Google Ads click reports.
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.
Put your own numbers to work: work out your own cost per lead, with your own click price and close rate. It takes about a minute and asks for nothing.
— 06 · The rules behind it
How we run accounts
How we manage the campaign.
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 44% lower cost per enquiry worked out?
We divided Google Ads spend by the enquiries recorded in Google Ads, as tracked calls and quote forms, for the first 30 days of ads and for the last 30 complete days. The 44% is the drop between the two, rounded toward the smaller change. Only the change is published, not the cost itself.
How does this fit with the measured results on this page?
The measured results compare the first full month of ads with a later full month. The 44% compares the first 30 days with the last 30 days, and the 23% compares the first two full months. They use the same enquiry definition and point the same way.
Why did one-off cleans bring in half the enquiries?
Pressure washing, builders cleans and deep cleans usually have a clear scope and a deadline, so people searching for them tend to be ready to ask for a quote. They also open the door to regular contract work with the same site.
Why do desktop clicks matter for a commercial cleaner?
Commercial cleaning is usually bought by an office or site manager, often at a desk. Desktop and laptop clicks became enquiries 1.6 times as often as mobile clicks, so the quote form and the pricing page need to be as strong as the call button.
What do the results in this FacilityWorx 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 30 days against the first 30 days of ads. 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.
