We built Hi-Tech Deep Cleaning's Google Ads around the item a customer needs cleaned: rugs, leather, upholstery, carpets or mattresses. Matching service pages explain the method and put a phone button near the introduction.
The business
Hi-Tech Deep Cleaning is a Melbourne specialist that sells a deeper clean than a standard carpet service. It cleans rugs, restores leather, and cleans upholstery, carpets and mattresses, often with pet stains and odours in the mix. Each of those is a different job, bought by a different customer, at a different price.
What we set out to do
The Google Ads account was new, so there was no history to lean on. The brief was to bring in specialist work from the start and to show, within weeks, whether the ads paid for themselves. That meant tracing calls and forms back to the ad that produced them and matching them to the jobs the client marked as won.
What we built
We split the advertising by surface, so a rug search, a leather search and a carpet search each see an ad about that job and land on a page about that job. Each service page puts a phone button near the introduction, and the contact page takes quote requests. The services covered include:
- Rug cleaning
- Leather cleaning and restoration
- Upholstery and sofa cleaning
- Carpet steam cleaning
- Mattress cleaning
- Pet-stain and odour removal
The website behind the campaign gives each service room to explain itself. See the pages, mobile layout and enquiry options in the Hi-Tech Deep Cleaning website case study.
What happened
In the first six weeks, rug cleaning accounted for 47% of won job value traced to Google Ads. Phone enquiries accounted for 64% of that value. Separate service campaigns and enquiry records helped the business see which kinds of specialist work the ads produced.
Timing matters. Enquiries made between 9am and noon were about a quarter of all Google Ads enquiries but produced 56% of the won value, and they became won jobs about three times as often as enquiries made between noon and 6pm.
The phone matters too. Calls from the ads produced 64% of the won value, with web forms producing the rest. For specialist cleaning, a short conversation about the item and the stain often helps win the job, so the phone number belongs near the top of every page.
For a cleaning business with several specialist services, explore our Google Ads management to build campaigns around the jobs that earn the most.
