Lumex Cleaning · House, deep and end-of-lease cleaning · Sydney, NSW
Lumex Cleaning: service campaigns that turned 24% of enquiries into won jobs
Lumex Cleaning's Google Ads connected Sydney cleaning searches with the right service page, a three-step quote form and tracked calls. Over the latest seven weeks, 24% of traced enquiries became won jobs.
The advertising covers moving and home cleaning and exterior and hard surfaces.
Moving and home cleaning
End-of-lease cleaning
Bond cleaning
Move-out and vacate cleaning
House cleaning
Show all 5 services+
Kitchen and oven cleaning
Exterior and hard surfaces
Tile and grout cleaning
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–9pm
The results
Results for Lumex Cleaning.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
24%
of Google Ads enquiries became won jobs
Latest seven weeks of Google Ads
How it was measured
Won jobs divided by all enquiries traced to Google Ads (calls and forms, test entries removed) over the same days. Calls from the earlier weeks have no outcome recorded and count as not won, so the rate is conservative.
73%
Share of form-led won revenue from house and deep cleaning
Latest seven weeks of Google Ads
How it was measured
Won job value from web-form enquiries for regular, one-off and deep house cleaning, as a share of all won job value from web-form enquiries over the same days. Service comes from the ad and the form; calls carry no service, so they are left out.
71%
Share of ad clicks that came from phones
Latest seven weeks of Google Ads
How it was measured
Clicks from mobile phones as a share of all Google Ads clicks over the same days. Rounded down.
How we measured +
Figures cover the latest seven weeks of ads. Won jobs are those Lumex marked won at the agreed price. Earlier calls in this window have no recorded outcome and remain in the enquiry denominator; service-value shares cover web forms only. Agreed job value is revenue before costs, not cash collected or profit.
In one minute
The 60-second version
Lumex Cleaning, from the brief to the result in 4 short slides.
01 The business
Lumex Cleaning
Lumex Cleaning is a Sydney cleaning business offering regular and one-off house cleaning, deep and specialist cleans, and end-of-lease and pre-sale cleaning.
02 What we delivered
Of Google Ads enquiries became won jobs
Google Ads search campaigns split by service, with each ad sending people to the matching service page. A three-step quote form and tracked calls, with every enquiry traced from the ad to the client's job records.
02
03 The customer journey
From the search to the right service
Won jobs recorded at the agreed price, so the return on ad spend is built from real jobs. A review of won work by service and device.
03
04 The result
Service campaigns that turned 24% of enquiries into won jobs
Over the latest seven weeks, 24% of Google Ads enquiries became won jobs. House and deep cleaning accounted for 73% of won job value from web forms.
04
01 / 04
Insights
What the data showed
Details from the Lumex Cleaning project. Open a card for the finding and its source.
Service01
73%
House and deep cleaning made up 73% of won revenue that came through web forms.
House and deep cleaning73%
Oven, tile and grout cleaning26%
Regular, one-off and deep house cleans brought in 73% of form-led won revenue; oven, tile and grout cleans brought in the rest. End-of-lease cleaning, where the account began, made up 12% of form enquiries over the same weeks and none of the won revenue from forms. That tells the budget where the won work is.
Source and basis. Won job value from web-form enquiries, grouped by the service named in the ad and the form, as a share of all won job value from web-form enquiries, latest seven weeks of Google Ads. Calls carry no service and are left out. One deep-clean enquiry from a tile and grout ad is counted with tile and grout, so the house and deep share is conservative.
Device02
71%
Phones brought 71% of ad clicks, so the quote had to work on a small screen.
Phones71%
Computers and tablets28%
Most people found Lumex on a phone. The quote form asks one thing at a time across three short steps, and a call button stays in reach on every page, so a customer can start a quote or ring without hunting for either.
Source and basis. Clicks from mobile phones as a share of all Google Ads clicks, latest seven weeks of Google Ads. Rounded down.
The ads
The Google ads we wrote and ran for Lumex Cleaning
Word for word from Lumex Cleaning's account. Each one served on Google.
Sponsored
L
Lumex Cleaning
lumexclean.com.au/DeepClean/Sydney
Trusted for 23 Years | Deep Cleaning | Deep Cleaning Sydney
Backed by our 100% satisfaction guarantee — free re-clean if you are not happy. Police-checked, insured team. Same-day & next-day — book online in 60 seconds.
A real ad we wrote and ran for Lumex Cleaning.
Deep cleaning
Sponsored
L
Lumex Cleaning
lumexclean.com.au/HouseClean/Sydney
Rated 5 Stars by Renters | Trusted for 23 Years | Police-Checked & Insured
Backed by our 100% satisfaction guarantee — free re-clean if you are not happy. Police-checked, insured team. Same-day & next-day — book online in 60 seconds.
A real ad we wrote and ran for Lumex Cleaning.
Domestic cleaning
Website development · Lumex Cleaning
We built their website, too.
Explore the website we designed for Lumex Cleaning: the pages, the mobile experience and the path to an enquiry.
Explore Lumex Cleaning’s website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Home page: the quote form and a call number sit beside the headline.
01 / 02 · Home page: the quote form and a call number sit beside the headline.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Lumex Cleaning
Lumex Cleaning is a Sydney cleaning business offering regular and one-off house cleaning, deep and specialist cleans, and end-of-lease and pre-sale cleaning.
House, deep and end-of-lease cleaning · Sydney, NSW
SoudCoh services
Google Ads management
Enquiry tracking and won-job reporting
Website design and landing pages
What we put in place
The campaign work
Google Ads search campaigns split by service, with each ad sending people to the matching service page.
A three-step quote form and tracked calls, with every enquiry traced from the ad to the client's job records.
Won jobs recorded at the agreed price, so the return on ad spend is built from real jobs.
A review of won work by service and device.
What the project delivered
The outcome
Over the latest seven weeks, 24% of Google Ads enquiries became won jobs. House and deep cleaning accounted for 73% of won job value from web forms. Those results helped identify which cleaning services deserved their own ads and landing pages.
Lumex Cleaning's Google Ads connected Sydney cleaning searches with the right service page, a three-step quote form and tracked calls. Over the latest seven weeks, 24% of traced enquiries became won jobs.
The business
Lumex Cleaning is a Sydney cleaning business. It offers regular and one-off house cleaning, deep and specialist cleans such as ovens, bathrooms and tile and grout, and end-of-lease and pre-sale cleaning. Its website groups those services into house cleaning, deep and specialist cleaning, and property cleaning, with prices by property type.
What we set out to do
With a dozen services on offer, the question was which of them the ads should spend on. Enquiry counts alone could not answer that, so the aim was to trace each enquiry to the client's job records and judge the ads on the work they became.
What we built
The search campaigns are split by service. A search about domestic cleaning, oven cleaning, deep cleaning, tile and grout or end-of-lease cleaning sees an ad for that service and lands on that service's page. Each page leads to a three-step quote form that asks about the job, then the property, then the customer.
The quote form starts with the job, so the enquiry arrives with what Lumex needs to price it.
Calls from the ads arrive on a tracked number, and forms carry the ad click. When Lumex marks a job as won in its own job records, the agreed price is recorded against the enquiry. The website is covered in the Lumex Cleaning website case study.
What happened
Over the latest seven weeks, 24% of Google Ads enquiries became won jobs. House and deep cleaning accounted for 73% of won job value from web forms. Those results helped identify which cleaning services deserved their own ads and landing pages.
Lumex Cleaning's Google Ads connected Sydney cleaning searches with the right service page, a three-step quote form and tracked calls. Over the latest seven weeks, 24% of traced enquiries became won jobs.
Google Ads search campaigns split by service, with each ad sending people to the matching service page.
A three-step quote form and tracked calls, with every enquiry traced from the ad to the client's job records.
Over the latest seven weeks, 24% of Google Ads enquiries became won jobs. House and deep cleaning accounted for 73% of won job value from web forms. Those results helped identify which cleaning services deserved their own ads and landing pages.
Tags
Google Ads
House and end-of-lease cleaning
Sydney, NSW
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.
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 the ROAS your margin needs, with your own click price and close rate. It takes about a minute and asks for nothing.
— 06 · The rules behind it
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.
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.
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.
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.
Google Ads search campaigns split by service, with each ad sending people to the matching service page. A three-step quote form and tracked calls, with every enquiry traced from the ad to the client's job records. Won jobs recorded at the agreed price, so the return on ad spend is built from real jobs. A review of won work by service and device.
Why is most of the won work house cleaning rather than end-of-lease cleaning?
The account began with end-of-lease cleaning, and it still runs ads for it. Over these seven weeks, regular, one-off and deep house cleaning brought in most of the form-led won revenue, while end-of-lease cleaning made up 12% of form enquiries and none of the won revenue from forms. The figures follow the work the ads actually produced.
What do the results in this Lumex 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: Latest seven weeks of Google Ads. 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.
How much would this cost to run?
Two separate numbers. Your ad spend goes to the platform, and what it needs to be depends on how competitive your market is and how many jobs you want — we recommend a minimum of A$5,000 a month for most businesses, and the largest companies we work with currently invest up to A$30,000 a day in advertising, with enterprise programmes above that. Our management fee is separate, isn't published and is custom-built around the work — contact us for packages. The first call is free and you leave it with a real figure for your situation.
How quickly could we start seeing enquiries?
It depends on the channel. Paid search meets demand that already exists, so calls and forms can arrive within hours of launch, and the first two to four weeks are an optimisation period where waste is cut daily. Most accounts settle into their best rhythm around 60 to 90 days. SEO, content and brand work run on a much longer clock — months rather than weeks — and we will tell you which one your situation actually needs.
— 09 · Read next
More work for cleaning businesses.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
Lumex Cleaning: a cleaning website with service pricing and a three-step quote. See the design, service pages and enquiry experience.
Lumex Cleaning is a Sydney cleaning business offering house cleaning, deep and specialist cleans, and end of lease and pre-sale cleaning.
Delivered: 12 service pages in three groups, with matching menu and home page sections. Restyled service cards with a photo, starting-price tag, description and feature tags.
Outcome: We built 12 service pages in three groups, with matching menu and home page sections. We also added restyled service cards with a photo, starting-price tag, description and feature tags.
service, suburb, size and move-out date in one form
Website delivery
EOL Melbourne: an end-of-lease cleaning website built around the quote. See the design, service pages and enquiry experience.
EOL Melbourne is an end of lease cleaning business working across metropolitan Melbourne, VIC, for tenants, owners and property managers.
Delivered: A quote form that asks for the suburb, property size, service and move-out date. 16 service pages in three groups, each with the form set to that service.
Outcome: We built a quote form that asks for the suburb, property size, service and move-out date. We also added 16 service pages in three groups, each with the form set to that service.
A Plus Lightning Carpet Cleaning: a cleaning website with a quote form on every service page. See the design, service pages and enquiry experience.
A Plus Lightning Carpet Cleaning is a Central Coast business cleaning carpets, upholstery, mattresses and rugs, and handling moving cleans.
Delivered: 18 pages, including 11 service pages, each with the quote form beside the headline. A two-column Services menu separating carpet work from upholstery, mattresses and rugs.
Outcome: We built a two-column Services menu separating carpet work from upholstery, mattresses and rugs. We also added an end-of-lease page with twelve inclusions, four steps and a clear line on what is not promised.
interactive cleaning demonstrations and a quote form
Website delivery
Clean Effortlessly: an interactive cleaning page that shows the before and after. See the design, service pages and enquiry experience.
Clean Effortlessly is an end-of-lease cleaning company based in Granville, serving tenants moving out across Sydney.
Delivered: One landing page that opens on a room the visitor drags from moving-out mess to clean. Three before-and-after sliders and a cursor reveal further down the page.
Outcome: We built one landing page that opens on a room the visitor drags from moving-out mess to clean. We also added three before-and-after sliders and a cursor reveal further down the page.
