Kleening Crew Sydney launched with a website, tracked phone line and Google Ads campaign built around end-of-lease cleaning. Fixed-price quote forms asked for the property and handover date, while mobile visitors could call directly.
The business
Kleening Crew Sydney is an end-of-lease cleaning business. Its customers are tenants who need a rental property ready for the final inspection, often on a fixed handover day. The offer is simple: a fixed price, a cleaning checklist built around the inspection and a bond-back guarantee.
The website, the tracked phone line and the Google Ads campaign went live together. Every figure on this page comes from that standing start, with no earlier enquiry history behind it.
What we set out to do
The goal was to find out within weeks, not months, whether Google Ads would bring in cleaning work worth more than it cost. That meant judging the campaign on won jobs and their agreed value, not on clicks or form fills.
It also meant counting phone calls. Plenty of renters would rather ring than fill in a form, so a campaign judged only on quote requests would understate what it produced.
What we built
We built a Sydney-only campaign for one service, the end-of-lease clean, written in the words Sydney renters use for it: end-of-lease, vacate, exit and move-out cleaning. The ads sent people to a website built around a fixed-price quote form, with the phone number in view on every screen and separate call and quote buttons on mobile.
Every quote request, and every call to the phone number used only in the ads, was recorded as an enquiry. Those enquiries were then matched against the client's own job records, so each won job could be traced to the enquiry it came from and its agreed price counted toward the return.
Inner Sydney did the heavy lifting. Every website quote request named a suburb. The Inner West, the inner city and the Eastern Suburbs made up 38% of quote requests but brought in 68% of online quote-request revenue, and more than a quarter of those requests became won jobs. That is where extra budget and local pages are most likely to pay.
Calls were won as often as forms. Phone calls and quote requests were won at about the same rate, roughly one in six each, and call jobs were about the same size. Calls brought in about a third of won revenue. Without tracked calls, a third of the return would have been invisible.
Sydney does not search for a bond clean. Fewer than one in ten identified Sydney ad clicks came from searches using bond-clean wording, against more than four in five in Brisbane. Leading the Sydney ads with end-of-lease wording was the right call.
Move-out and end-of-lease requests behave differently. Move-out quote requests were won about 1.7 times as often as end-of-lease requests, but those jobs were about two-thirds the size. End-of-lease cleans carried about three-quarters of quote-request revenue. The move-out sample is small, so this is a pattern to watch rather than a rule.
General cleaning searches drew more clicks than enquiries. Searches for general house cleaning or deep cleaning took a noticeably bigger share of Sydney's clicks than of the enquiries Google recorded, however we grouped them. For a campaign selling end-of-lease cleans, those searches are the first place to tighten.
Most people enquire from a phone. About three in four ad enquiries with a known device came from a mobile phone, so the quote form and the call button have to work with a thumb first.
See the pages, mobile layout and quote form in the Kleening Crew Sydney website case study, and the Brisbane side of the same launch in the Kleening Crew Brisbane campaign case study. For a cleaning business that wants its ads judged on won work, explore our Google Ads management.
