Lumera Cleaning · House, carpet and end-of-lease cleaning · Canberra, ACT

Lumera Cleaning: 22% of Google Ads clicks became enquiries

Lumera Cleaning turned 22% of its Google Ads clicks into calls and quote requests in just under four weeks of ads. Three in four of those enquiries came from searches naming Canberra, the ACT or a nearby town, and end-of-lease clicks became enquiries 2.3 times as often as carpet and upholstery clicks.

Services: Google Ads management · Enquiry tracking and reporting

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Lumera Cleaning

Services in the campaign

The advertising covers moving and home cleaning, carpets and furnishings and exterior and hard surfaces.

Moving and home cleaning

End-of-lease cleaning
Bond cleaning
Move-out and vacate cleaning
House cleaning

Show all 9 services

One-off and spring cleaning
Deep cleaning
Kitchen and oven cleaning
Bathroom cleaning
Walls, garages and balconies

Carpets and furnishings

Carpet steam cleaning
Upholstery and sofa cleaning

Exterior and hard surfaces

Window cleaning

Campaign hours

Campaign schedule · Sydney local time

Every day: 7am–8:30pm

The results

Results for Lumera Cleaning.

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

Headline result
22%
of Google Ads clicks became a traced call or quote request
Since ads began, just under four weeks
17%
Times an ad was shown that ended in a click
Since ads began, just under four weeks
75%
Enquiries from searches naming Canberra, the ACT or a nearby town
Since ads began
2.3×
End-of-lease clicks that became enquiries, against carpet and upholstery clicks
Since ads began
41%
Enquiries that arrived in the evening, early morning or at the weekend
Since ads began
86%
Enquiries that came through the website quote form rather than a phone call
Since ads began

How we measured

Enquiries are tracked calls and quote forms traced to ad clicks, with tests removed. Figures cover just under four weeks; separate enquiries for different cleans can count separately. Click-to-enquiry rates use the same-period ad clicks, and service groups follow the ad.

In one minute

The 60-second version

Lumera Cleaning, from the brief to the result in 5 short slides.

The business
An eco end-of-lease cleaner for Canberra and border NSW
Lumera Cleaning does end-of-lease, bond and deep cleans across Canberra, the ACT and nearby NSW towns, quoted at a fixed price and done with plant-based products.
The problem
A new Google Ads account that had to bring in local enquiries
The account was new. It had to produce calls and quote requests from the first weeks, from people in the area the business covers, with every enquiry traced back to its ad.
What we built
An ad group for each kind of clean, landing on its own page
End-of-lease, windows, ovens, carpets, upholstery, bathrooms and deep cleans each have their own ads, written for Canberra and the nearby towns, mostly leading to the page for that clean.
What happened
More than one in five ad clicks became an enquiry
22% of ad clicks became a traced call or quote request in just under four weeks, and the rate held up in the second fortnight. 86% of enquiries came through the quote form.
22%of ad clicks became a traced call or quote request
What we learned
End-of-lease and local searches brought the most enquiries
End-of-lease clicks became enquiries 2.3 times as often as carpet and upholstery clicks, and three in four enquiries came from searches naming Canberra, the ACT or a nearby town.
75%of enquiries from searches naming Canberra, the ACT or a nearby town

Insights

What the data showed

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

Local
75%
Three in four enquiries came from searches naming Canberra, the ACT or a nearby town.
- Searches naming Canberra, the ACT or a nearby town75%
- Everything else25%
Where Google showed the search, about two in three ad clicks named a place, and those searches produced three in four enquiries. The ads and pages are written for Canberra and the border towns the business covers, so a local search meets a local answer. For a cleaner serving one region, local wording earns its place in every ad.
Service
2.3×
End-of-lease clicks became enquiries 2.3 times as often as carpet and upholstery clicks.
- End-of-lease, bond and move-out31%
- Windows and balconies24%
- Deep and spring cleans21%
- Ovens, kitchens and bathrooms18%
- Carpet and upholstery13%
Almost a third of clicks on end-of-lease, bond, move-out and vacate ads turned into a call or quote request, and those ads produced a third of all enquiries. A tenant with a final inspection coming up usually needs a fixed price quickly. Carpet and upholstery clicks turned into requests less often, which matters when one budget is split across many kinds of clean.
The build
1.6×
Clicks that landed on a service page became enquiries 1.6 times as often as pricing-page clicks.
- Clicks landing on the pricing page1×
- Clicks landing on a service page1.6×
About three in ten ad clicks went to the pricing page, which explains what changes a quote, and those clicks asked for a price less often. People who landed on the page for their clean, with what is included and what cleaning cannot fix set out, were 1.6 times as likely to send a request. Some of that gap reflects who chooses a pricing link, but it still makes the service page the right place for most ad clicks to land.
Timing
41%
41% of enquiries arrived in the evening, early morning or at the weekend.
- Weekdays, 8 am to 5 pm58%
- Evenings, early mornings and weekends41%
Nine in ten of those came through the website quote form, and weekend enquiries alone made up more than a quarter of the total. The form asks for the property, the bedrooms and the date, so it takes a complete request at any hour without anyone needing to pick up the phone.

Explore related services

The starting point
Lumera Cleaning
Lumera Cleaning is an eco cleaning business covering Canberra, the ACT and nearby NSW towns, with end-of-lease and bond cleaning quoted at a fixed price.
House, carpet and end-of-lease cleaning · Canberra, ACT
SoudCoh services
- Google Ads management
- Enquiry tracking and reporting
What we put in place
The campaign work
- A Google Ads campaign with an ad group for each kind of clean, from end-of-lease and bond cleans to windows, ovens, carpets and upholstery.
- Ads written for Canberra and the nearby NSW towns, sending people to the page for the clean they searched.
- Tracked calls and quote requests traced from the ad click to the enquiry, with test entries removed.
- A review of enquiry rates by kind of clean, search theme, landing page and time of day.
Services in the campaign
Moving and home cleaning
- End-of-lease cleaning
- Bond cleaning
Carpets and furnishings
- Carpet steam cleaning
- Upholstery and sofa cleaning
Exterior and hard surfaces
- Window cleaning
Explore all campaign services
What the project delivered
The outcome
22% of Google Ads clicks became a traced call or quote request in just under four weeks, with three in four enquiries coming from searches naming Canberra, the ACT or a nearby town.

In this case study

White paper · PDF

Marketing for home services in Australia

58 pages · 2.3 MB

Download this PDF Read it on the page

Lumera Cleaning turned 22% of its Google Ads clicks into calls and quote requests in just under four weeks of ads. The enquiries were local and specific: three in four came from searches naming Canberra, the ACT or a nearby town, and end-of-lease work led the way.

The business

Lumera Cleaning is an eco cleaning business working across Canberra, the ACT and border NSW towns such as Queanbeyan, Googong and Yass. Its main work is end-of-lease and bond cleaning, done to the condition report a tenant's bond is judged against and quoted at a fixed price. It also does oven, carpet, window, upholstery, balcony and deep house cleans, using plant-based products.

What we set out to do

The Google Ads account was new. It had to produce calls and quote requests from the first weeks, from people in the area the business covers, and every enquiry had to trace back to the ad that produced it. We also wanted to learn early which kinds of clean, which pages and which hours brought the enquiries, so the budget could follow them.

What we built

The campaign has an ad group for each kind of clean a customer names when they ask for a quote: end-of-lease, bond, move-out and vacate cleans; windows and balconies; ovens, kitchens and bathrooms; carpets and upholstery; and deep, spring, wall and garage cleans. The ads speak to Canberra and the nearby NSW towns. Most send people to the service page for that clean, which sets out what is included and what cleaning cannot fix.

Every call from the ads arrives on a tracked number, and every website quote request carries the ad click that produced it. Test entries are removed before anything is counted.

What happened

Since the ads began, 22% of ad clicks became a traced call or quote request, a little over one in five. Ads were clicked on 17% of the times they were shown. The rate held up: the enquiry rate per click in the second fortnight was slightly higher than in the first.

Most enquiries came in writing. 86% arrived through the website quote form rather than a phone call, and 73% came from people on a mobile phone.

End-of-lease searches asked for a price most often

End-of-lease, bond, move-out and vacate clicks became enquiries 2.3 times as often as carpet and upholstery clicks, and those ads produced a third of all enquiries. Windows and balconies came next. A tenant with a final inspection coming up usually needs a fixed price quickly, and the end-of-lease page is built around that inspection.

Local wording matched how people searched

Three in four enquiries came from searches naming Canberra, the ACT or a nearby town. Where Google showed the search, about two in three ad clicks named a place. For a cleaner covering one region and its border towns, ads and pages written for that region fit the way customers ask.

Service-page clicks asked for a price more often

About three in ten ad clicks landed on the pricing page, which explains what changes a quote. Clicks that landed on a service page became enquiries 1.6 times as often. Part of that gap reflects who chooses a pricing link, but people who reached the page for their own clean, with its full scope set out, were more likely to ask for a price.

The quote form takes requests at any hour

41% of enquiries arrived before 8 am, after 5 pm or at the weekend, and nine in ten of those came through the quote form. Weekend enquiries alone made up more than a quarter of the total. A form that asks for the property, the bedrooms and the date takes a complete request without anyone needing to pick up the phone.

How we measured it

An enquiry is a tracked call or website quote request traced to a Google Ads click, with test entries removed. The click-to-enquiry rate is those enquiries divided by Google Ads clicks over the same days, rounded down. Search themes use the search the customer typed where it was recorded, and the ad's matched search phrase otherwise. Times are Canberra time. No job outcomes have been recorded for these enquiries yet, so this page reports enquiry rates, not revenue.

For a cleaning business that wants the same view of its own ads, see our Google Ads management and our approach to marketing for cleaning businesses.

Key campaign decisions

More than one in five Google Ads clicks became a traced call or quote request in just under four weeks of ads.
Three in four enquiries came from searches naming Canberra, the ACT or a nearby town.
End-of-lease clicks became enquiries 2.3 times as often as carpet and upholstery clicks, and produced a third of all enquiries.
41% of enquiries arrived in the evening, early morning or at the weekend, nine in ten of them through the website quote form.

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: what one more point of win rate is worth, 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.

The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
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.
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.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
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

How was the 22% for Lumera Cleaning worked out?

We counted every tracked call and website quote request traced to a Google Ads click since the ads began, removed test entries, and divided by Google Ads clicks over the same days. The result is rounded down.

What counts as a search naming Canberra or a nearby town?

A search that named Canberra, the ACT or a town the business covers, such as Queanbeyan, usually alongside the clean the customer wanted. We used the search the customer typed where it was recorded, and the ad's matched search phrase otherwise.

Why compare end-of-lease with carpet and upholstery?

They had the highest and lowest enquiry rates of the kinds of clean in the account. End-of-lease clicks turned into a call or quote request 2.3 times as often, which helps decide where the next ad dollar goes. Each group is small, so the gap will move as more weeks come in.

Did most enquiries come by phone?

No. 86% came through the website quote form, and 73% came from people on a mobile phone. The form asks for the property, the bedrooms and the date, so the business can send a fixed price back.

What do the results in this Lumera 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, just under four weeks. 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.