FixCare Property cut its cost per Google Ads enquiry by 28% between the first and last 90 days of search ads. Over the same stretch, the share of ad clicks that turned into a quote request rose from about one in ten to one in eight.
The business and the brief
FixCare Property looks after lawns, gardens and pools on the Central Coast of NSW, for homes and for commercial sites. Customers ask for a free quote through a short form on the website or by phone.
Lawn care is a crowded local search, and many of the people typing it in are only comparing prices. The brief was to reach Central Coast property owners who were ready to book, and to count every quote request so the cost of each one could be tracked from the first week.
What we built
We built one search campaign for lawn mowing, lawn care and garden upkeep across the Central Coast, and a separate campaign for pool servicing and cleaning. Keeping pools apart meant each service could be judged on its own enquiry rate instead of being blended into one average.
Quote forms sent from the website after an ad click were recorded as enquiries in Google Ads. Taps on the phone number were recorded as well, but they are kept out of the figures here, because a tap does not prove a call connected. A later campaign aimed at commercial grounds, such as strata complexes, schools and aged-care sites, ran only briefly and is not part of these results.
What happened
We compared the first 90 days of the search ads with the last 90 days of the main campaign. Spend and clicks were close to level across the two windows, yet the later window produced 34% more form enquiries. One click in eight became a quote request, up from one in ten, the click-through rate on the ads was 17% higher, and each form enquiry cost 28% less.
Lawn care carried the account
The lawn and property-care campaign brought in more than nine in ten form enquiries over the life of the ads. Pool servicing ran as a smaller campaign for a shorter stretch, with too few form enquiries to compare its enquiry rate fairly, so it is judged on its own terms rather than ranked against lawn care.
Enquiries came at all hours
Almost half of form enquiries came from clicks outside 9 to 5 on weekdays, and more than eight in ten came from people on a phone. A short quote form that works on a phone, with the number beside it, lets an owner ask for a price while they are looking at the job.
How we measured it
An enquiry is a quote form recorded in Google Ads after an ad click. Cost per enquiry is Google Ads spend divided by those enquiries. No won-job values are recorded for this account, so these figures stop at the enquiry. The windows fall at different times of year and are not adjusted for season.
The pool pages shown here are covered in the FixCare website case study. For a local service business that wants the same view of its own ads, see our Google Ads management.
