Skip to main content
    Proof
    Aussie Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessI-ELEC — a 231-page electrician website for Inner SydneyWhat a plumbing lead costs on Google AdsWhat a lead costs on Google Ads, industry by industrySLS Solicitors — cost per recorded Google Ads conversion down 58.48%Wilco Plumbing — a 516-page plumbing website for SydneyHow much should a trade business spend on marketing?State Choice Plumbing — a drains, hot water and gas websiteAussie Drains — a 600-page drain website for SydneyWhat an electrician lead costs on Google AdsAussie Electrical — a 650-page electrical website for SydneyThe most efficient ways for a trade business to get leadsEOL Melbourne — click-to-enquiry rate up from 28% to 33.4%What a cleaning lead costs on Google AdsAlliance Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessImpress Blinds — cost per recorded Google Ads conversion down 62.63%FixCare Property — cost per enquiry down 56.36%Rubbish Removal WA — cost per enquiry down 53.18%Floral Cakery — cost per enquiry down 49.82%ILLUMINATE Laser Emporium — cost per enquiry down 48.54%Sydney Fence Painting — cost per enquiry down 33.68%Alliance Plumbing — cost per enquiry down 29.6%Gridless Build Solutions — cost per enquiry down 29.16%FacilityWorx — cost per enquiry down 23.62%Cornerstone Roofing — cost per enquiry down 20.47%Council finance — budgeting and workforce designCouncil planning — clearer approvals and reportingCultural audiences — media strategy and creative conceptsCommunity participation — surveys, maps and project pagesPublic-sector research — survey design and analysisPublic art — site studies and visual conceptsRegional identity — visitor guides and wayfinding conceptsCouncil systems — integration and migration planningA pressure washing business — service-led search campaignsA pressure washing business — a clear enquiry journeyA carpet cleaner — Google Ads built around cleaning servicesA roofing company — campaigns for repairs and restorationA CCTV installer — campaigns for security enquiriesA fence painter — search campaigns for specific surfacesA maintenance business — live in 8 weeks, 3 stacks gone5.0 across every Google review$120M+ in media under management250+ active engagements across five countries
    SoudCoh
    Homie Elite Cleaning

    Domestic and recurring house cleaning · Canberra, ACT

    Homie Elite Cleaning: 2 in 5 Google Ads enquiries became won cleaning jobs

    Homie Elite Cleaning's Google Ads cover regular visits, one-off cleans and deeper seasonal jobs. Matching quote pages collect the address, service and household details. Two in five traced enquiries became won jobs since ads began.

    Services
    Google Ads management · Website design and landing pages
    Talk to us about your account

    Homie Elite Cleaning · Canberra, ACT

    Services in the campaign

    The advertising covers moving and home cleaning and commercial cleaning.

    Moving and home cleaning

    • House cleaning
    • Regular home cleaning
    • One-off and spring cleaning
    • Deep cleaning

    Commercial cleaning

    • Commercial cleaning

    Campaign hours

    Campaign schedule · Sydney local time

    • Monday–Friday: 7am–6pm; Saturday–Sunday: 7am–12pm

    The results

    Results for Homie Elite Cleaning.

    Each result shows its reporting period. Open a tile for the measurement basis.

    • Headline result

      2 in 5

      Google Ads enquiries became a won job

      Since Google Ads began

    • 64%

      Share of first-fortnight Google Ads enquiries that became a won job

      First 14 days of Google Ads

    • 46%

      Share of won job value from the ads that came from deep and spring cleans

      Since Google Ads began

    • 82%

      Share of won job value from the ads that came through the quote form

      Since Google Ads began

    How we measured

    The won rate divides recorded won jobs by all traced Google Ads calls and forms, with tests and old imported records excluded. Booked jobs not yet marked won are excluded. Job-value shares use agreed prices before costs and exclude later repeat cleans.

    In one minute

    The 60-second version

    Homie Elite Cleaning, from the brief to the result in 4 short slides.

    1. The business

      Homie Elite Cleaning

      Homie Elite Cleaning is a house-cleaning business in Canberra, ACT, offering weekly, fortnightly and monthly cleans as well as one-off deep and spring cleans.

      Homie Elite Cleaning regular house-cleaning introduction beside a property quote form

    2. What we delivered

      Google Ads enquiries became a won job

      Google Ads split by schedule and service: regular, one-off, deep and spring cleaning. Landing pages with a quote form for the address, service and household details.

    3. The customer journey

      From the search to the right service

      Calls and forms traced to the ad and matched to the jobs the client marked as won.

    4. The result

      2 in 5 Google Ads enquiries became won cleaning jobs

      Two in five enquiries traced to Google Ads became won jobs. Quote forms accounted for 82% of traced won job value, while deep and spring cleans contributed 46%.

    Insights

    What the data showed

    Details from the Homie Elite Cleaning project. Open a card for the finding and its source.

    • Speed

      64%

      Nearly 2 in 3 first-fortnight enquiries became won jobs

      • First 14 days64%
      • Since ads began40%

      In the first 14 days of ads, 64% of Google Ads enquiries became won jobs, against 40% across the whole run so far. The first searchers were ready to book, and the rate settled as more enquiries came in.

    • Service

      46%

      Deep and spring cleans were under a third of enquiries but 46% of the won value

      • Share of Google Ads enquiries30%
      • Share of won job value46%

      Deep and spring cleans made up less than a third of Google Ads enquiries but brought in 46% of the won job value. A one-off deep clean is a bigger job than a routine visit, so these searches deserve their own ads and page.

    • Calls

      82%

      The quote form brought in 82% of the won value

      • Quote forms82%
      • Phone calls18%

      Web quote forms produced 82% of the won job value from Google Ads, and calls produced the rest. House-cleaning customers seem to prefer describing the home and the service in writing, so the quote form sits at the top of the page.

    Homie Elite Cleaning

    Website development · Homie Elite Cleaning

    We built their website, too.

    Explore the website we designed for Homie Elite Cleaning: the pages, the mobile experience and the path to an enquiry.

    Read full website case study
    Homie Elite Cleaning home page

    The case study

    The project, connected.

    The brief, the work and what it delivered.

    1. The starting point

      Homie Elite Cleaning

      Homie Elite Cleaning is a house-cleaning business in Canberra, ACT, offering weekly, fortnightly and monthly cleans as well as one-off deep and spring cleans.

      Domestic and recurring house cleaning · Canberra, ACT

      Homie Elite Cleaning

      SoudCoh services

      • Google Ads management
      • Website design and landing pages

    2. What we put in place

      The campaign work

      • Google Ads split by schedule and service: regular, one-off, deep and spring cleaning.
      • Landing pages with a quote form for the address, service and household details.
      • Calls and forms traced to the ad and matched to the jobs the client marked as won.

    3. What the project delivered

      The outcome

      Two in five enquiries traced to Google Ads became won jobs. Quote forms accounted for 82% of traced won job value, while deep and spring cleans contributed 46%. The form captures the details the team needs to price the clean before calling back.

    In this case study

    White paper · PDF

    Marketing for home services in Australia

    58 pages · 2.3 MB

    Download this PDFRead it on the page

    Homie Elite Cleaning's Google Ads cover regular visits, one-off cleans and deeper seasonal jobs. Matching quote pages collect the address, service and household details. Two in five traced enquiries became won jobs since ads began.

    The business

    Homie Elite Cleaning is a Canberra house-cleaning business built on regular visits. It cleans homes weekly, fortnightly and monthly with familiar cleaners on each visit, and takes one-off deep and spring cleans alongside. Someone wanting fortnightly help and someone booking a spring clean search differently, and the jobs are worth different amounts.

    What we set out to do

    The brief was to fill the diary through Google Ads and to show, within the first month, 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 schedule and by service, so regular, one-off, deep and spring cleaning searches each see an ad about that clean. Each lands on a page with a quote form for the address, the service and anything the team should know about the home. The services covered include:

    • Weekly and fortnightly cleaning
    • Monthly cleaning
    • One-off house cleaning
    • Deep house cleaning
    • Spring cleaning

    The website behind the campaign puts the quote form beside the headline. See the pages, mobile layout and enquiry options in the Homie Elite Cleaning website case study.

    What happened

    Two in five enquiries traced to Google Ads became won jobs. Quote forms accounted for 82% of traced won job value, while deep and spring cleans contributed 46%. The form captures the details the team needs to price the clean before calling back.

    What informed the next steps

    Deep and spring cleans earn more than their share. They were less than a third of Google Ads enquiries but brought in 46% of the won job value, because a one-off deep clean is a bigger job than a routine visit.

    The form does the work. Web quote forms produced 82% of the won value from the ads, with phone calls producing the rest. House-cleaning customers seem to prefer describing the home in writing, so the form sits beside the headline on the pages the ads point to.

    For a cleaning business balancing regular and one-off work, explore our Google Ads management to build campaigns around the jobs that earn the most.

    Key campaign decisions
    • Homie Elite Cleaning's Google Ads cover regular visits, one-off cleans and deeper seasonal jobs. Matching quote pages collect the address, service and household details. Two in five traced enquiries became won jobs since ads began.
    • Google Ads split by schedule and service: regular, one-off, deep and spring cleaning.
    • Landing pages with a quote form for the address, service and household details.
    • Two in five enquiries traced to Google Ads became won jobs. Quote forms accounted for 82% of traced won job value, while deep and spring cleans contributed 46%. The form captures the details the team needs to price the clean before calling back.

    Tags

    • Google Ads
    • House cleaning
    • Canberra, ACT

    That is one account. Yours is a different one.

    We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.

    Book the auditSee more accounts

    What the results measure.

    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 quote-to-win rate, with your own click price and close rate. It takes about a minute and asks for nothing.

    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.

    • Rule 01

      Count real enquiries only

      The number it moves: True cost per lead

      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.

    • Rule 08

      Build on practical campaign experience

      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.

    See SoudCoh Compound
    If you want one of these

    What actually happens after the first call.

    Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.

    1. The call

      Thirty to forty-five minutes, free

      We discuss your services, customers, website and goals, then identify the most useful next step.

    2. Week 0

      The audit

      We review your website and advertising, then set out the opportunities, priorities and recommended scope.

    3. 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.

    4. 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.

    5. Days 1–14

      The clean

      We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.

    6. 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.

    The first call is free and there is no deck.

    Book a call
    What did SoudCoh deliver for Homie Elite Cleaning?

    Google Ads split by schedule and service: regular, one-off, deep and spring cleaning. Landing pages with a quote form for the address, service and household details. Calls and forms traced to the ad and matched to the jobs the client marked as won.

    What share of Google Ads enquiries became work?

    Two in five since ads began, counting every call and form traced to Google Ads with test entries removed. In the first 14 days of ads, 64% became won jobs.

    Which cleans brought in the most from the ads?

    Deep and spring cleans. They were less than a third of Google Ads enquiries but brought in 46% of the won job value.

    Did customers call or fill in the form?

    Mostly the form. Web quote forms produced 82% of the won job value from Google Ads, and phone calls produced the rest.

    What do the results in this Homie Elite Cleaning 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: Since ads began. 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.

    Google reviews

    Hear from our clients.

    Read SoudCoh’s reviews on Google (opens in a new tab)

    Ready to plan your campaign?

    Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.

    Get the same read on yoursSee the whole library

    A real conversation and a written list of opportunities.