The business
Kleening Crew Brisbane is the Brisbane side of the same end-of-lease cleaning business. It cleans rental homes for tenants handing back the keys, with fixed prices, an inspection checklist and a bond-back guarantee. In Queensland, that job has its own name: a bond clean.
The Brisbane website, the tracked phone line and the Google Ads campaign went live together, alongside Sydney's. The campaign started with no enquiry history to draw on.
What we set out to do
The brief was to win Brisbane work in Brisbane's own words, and to know which enquiries the ads produced. A new website has little organic search traffic in its first weeks, so the campaign had to show that its enquiries came from the ads and turned into booked work.
What we built
We built a Brisbane-only campaign for one service, the end-of-lease clean, led by bond-cleaning wording because that is how Queensland renters search for it. The campaign covered the different ways people describe the same job: full bond cleans, final-inspection cleans, end-of-tenancy, move-out and vacate cleans. The ads sent people to a website built around a fixed-price quote form that asks for the suburb and the property, with the phone number in the header and a separate floating call button.
The quote form was set up to record where each request came from, and calls to the phone number used only in the ads were tracked. Each enquiry sat beside the team's own booking status, so it could be followed from first contact through to booked or won.
What happened
Kleening Crew Brisbane marked nearly one in five enquiries booked or won, and 19 in 20 website quote requests with a recorded source came from Google Ads.
Once each quote request recorded its source, 19 in 20 came from Google Ads. Only a handful came from organic search or direct visits. For a new website, the ads brought in nearly all of the quote requests.
Nearly one in five enquiries tracked during the campaign was marked booked or won by the team. About three in four ad enquiries with a known device came from a mobile phone.
Each city has its own word for the job. More than four in five identified Brisbane ad clicks came from searches using bond-clean wording. In Sydney, fewer than one in ten did. Each city needs its own wording in its ads. Building Brisbane around the bond clean was the right call.
A booking needs a value to show a return. Brisbane produced booked work, but a booking without an agreed price cannot count toward a return figure. Recording the job value against each booking is the simplest change that turns booked work into a measured result.
Build for the phone first. With about three in four ad enquiries coming from a mobile, the quote form has to be short and the call button has to stay in reach of a thumb.
See the pages and quote form in the Kleening Crew Brisbane website case study, and the measured return from the same launch in the Kleening Crew Sydney campaign case study. For a cleaning business that wants every enquiry traced to its source, explore our Google Ads management.
