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 — search campaigns and service pagesWilco Plumbing — service menus and guided enquiriesHow 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 28%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
    Monza Detailing

    Car Detailing · Sydney, NSW

    Monza Detailing: 1 in 11 Google Ads clicks became a call or quote request

    Monza Detailing turned 1 in 11 Google Ads clicks into a call or quote request in Sydney. Come-to-you detailing ads brought in 48% of enquiries, and car mould ads turned clicks into enquiries 1.7 times as often as the rest of the account. A rebuilt second account drew a 27% higher click-through rate, and the enquiry rate did not fall.

    Visit website
    Services
    Google Ads management · Enquiry tracking and reporting · Website design and landing pages
    Talk to us about your account

    Monza Detailing · Sydney, NSW

    Services in the campaign

    The advertising covers vehicle presentation and specialist vehicle care.

    Vehicle presentation

    • Interior detailing
    • Exterior detailing
    • Ceramic coating
    • Paint correction
    Show all 6 services
    • Headlight restoration
    • Pre-sale detailing

    Specialist vehicle care

    • Car-interior mould treatment
    • Overspray removal
    • Fleet detailing

    Campaign hours

    Campaign schedule · Sydney local time

    • Monday–Saturday: 7am–8pm

    The results

    Results for Monza Detailing.

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

    • Headline result

      1 in 11

      Google Ads clicks became a call or quote request

      Both stretches of ads

    • +27%

      Click-through rate in the rebuilt account, against the first account

      Each account's full run of ads

    • 48%

      Share of enquiries from come-to-you (mobile) detailing ads

      Both stretches of ads

    • 1.7×

      Enquiries per click from car mould ads, against all other ads

      Both stretches of ads

    • 39%

      Share of enquiries that came as a quote or booking form

      First account

    How we measured

    Ads ran in two separate stretches: about five weeks, then 16 days after a break. Enquiry rates use the lower comparable count from Google Ads and the client’s traced records. Calls of any length count. Service and form shares use the specific campaign periods named beside each figure.

    In one minute

    The 60-second version

    Monza Detailing, from the brief to the result in 5 short slides.

    1. The business

      A mobile car detailer working across Sydney

      Monza Detailing details cars at home or at work: interior and full details, paint correction, cut and polish, ceramic coating, headlight restoration and car mould treatment.

      Monza Detailing home page with a dark car photograph and a book-your-detail button

    2. The problem

      Detailing searches range from a quick refresh to a mould problem

      Someone pricing a wash and someone with mould in the car need different ads and pages. The account had to show which services brought calls and quote requests, not just clicks.

      Monza Detailing interior steam cleaning page with quote and call buttons

    3. What we built

      Service ads, come-to-you ads and a mould campaign

      Each service has its own ad group and page, mobile detailing has its own ads, and car mould had a separate campaign. A second account was later rebuilt around the same services.

    4. What happened

      1 in 11 clicks became a call or quote request

      Across both stretches of ads, 1 in 11 clicks became a call or a quote or booking request. The rebuilt account's click-through rate was 27% higher than the first account's.

      1 in 11Google Ads clicks became a call or quote request

    5. What we learned

      Come-to-you and mould searches did the most work

      Come-to-you detailing ads brought in 48% of enquiries, and car mould ads turned clicks into enquiries 1.7 times as often as the rest of the account.

      48%of enquiries came from come-to-you detailing ads

    Insights

    What the data showed

    Details from the Monza Detailing project. Open a card for the finding and its source.

    • Service

      48%

      Come-to-you detailing ads brought in nearly half of all enquiries.

      • Come-to-you share of clicks44%
      • Come-to-you share of enquiries48%

      Ads for mobile and at-home detailing made 44% of clicks and 48% of enquiries across both accounts. The searches show many car owners want the detailer to come to them, which is why the mobile service leads the ads and the home page.

    • Search

      1.7×

      Car mould ads turned clicks into enquiries 1.7 times as often as the rest of the account.

      • Car mould share of clicks10%
      • Car mould share of enquiries15%

      Mould in a car's interior is a specific, unpleasant problem, and the people searching for it tended to get in touch. Mould ads made about one in ten clicks but 15% of enquiries. Most of those came through the mould treatment ads in the main campaign, which sent people to the mould treatment page; the separate mould campaign converted below the account average.

    • The build

      +27%

      The rebuilt account drew 27% more clicks per impression, and the enquiry rate did not fall.

      • First account, click-through rate7.5%
      • Rebuilt account, click-through rate9.6%

      Ads ran in two stretches, the second in a fresh account rebuilt around the same services with added high-intent ad groups. Across each account's full run, click-through rate was 27% higher in the rebuilt account, and the share of clicks that became enquiries did not fall.

    • Calls

      39%

      Nearly two in five enquiries came as a quote or booking form rather than a call.

      • Phone calls61%
      • Quote and booking forms39%

      Detailing is planned work, and many customers chose a package and sent their details in writing. That makes the booking and quote forms as important as the phone number, so the site leads with booking and quote buttons.

    Monza Detailing

    Website development · Monza Detailing

    We built their website, too.

    Explore the website we designed for Monza Detailing: the pages, the mobile experience and the path to an enquiry.

    Read full website case study
    Monza Detailing introduction over a dark vehicle photograph

    The case study

    The project, connected.

    The brief, the work and what it delivered.

    1. The starting point

      Monza Detailing

      Monza Detailing is a mobile car-detailing business serving Sydney, covering interior and full details, paint correction, cut and polish, ceramic coating, headlight restoration and car mould treatment.

      Car Detailing · Sydney, NSW

      Monza Detailing

      SoudCoh services

      • Google Ads management
      • Enquiry tracking and reporting
      • Website design and landing pages

    2. What we put in place

      The campaign work

      • Service campaigns with an ad group for each detailing service, each sending people to the matching service page.
      • Come-to-you detailing ads and a separate car mould campaign.
      • A second account rebuilt around the same services, with added high-intent ad groups.
      • Calls and quote or booking forms traced from the ad, with test entries removed.

    3. What the project delivered

      The outcome

      1 in 11 Google Ads clicks became a call or quote request, with come-to-you detailing ads bringing in 48% of enquiries.

    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

    Monza Detailing turned 1 in 11 Google Ads clicks into a call or quote request in Sydney. Nearly half of the enquiries came from ads for come-to-you detailing, and car mould ads turned clicks into enquiries 1.7 times as often as the rest of the account.

    The business

    Monza Detailing is a mobile car-detailing business working across Sydney. It details cars at the customer's home or workplace, with interior and full details, interior steam cleaning, paint correction, cut and polish, ceramic coating, headlight restoration, overspray removal, pre-sale and fleet work, and car mould treatment.

    What we set out to do

    Detailing searches cover a wide range: a quick interior refresh, a full detail before selling a car, paint correction on a prized car, or mould in a car's interior. Each needs a different ad and a different page. The aim was to give each service its own ads, find which ones brought calls and quote requests, and move the budget toward them.

    What we built

    The main campaign gives each detailing service its own ad group, landing on the matching service page, with mobile and at-home detailing ads of their own. In the first account, car mould had a separate campaign with ad groups for the different places mould turns up, from seats and floors to the roof lining. Ads later ran in a fresh account rebuilt around the same services, with added high-intent ad groups for full details, interior details and ceramic coating.

    Monza Detailing interior steam cleaning page with quote and call buttons
    Each service has its own page, with a quote button and a phone number at the top.

    Calls from the ads arrive on tracked numbers, and quote and booking forms carry the ad click that produced them. The website behind the ads is covered in the Monza Detailing website case study.

    What happened

    Across both stretches of ads, 1 in 11 Google Ads clicks became a call or a quote or booking request. Across each account's full run of ads, the rebuilt account's click-through rate was 27% higher than the first account's, and the share of clicks that became enquiries did not fall.

    In the first account, where Google Ads recorded calls and forms from day one, 39% of enquiries came as a quote or booking form and the rest as phone calls.

    Come-to-you detailing led

    Ads for mobile and at-home detailing made 44% of clicks and 48% of enquiries. Many car owners want the detailer to come to them, so the mobile service leads the ads and the home page.

    Car mould searches converted best

    Car mould ads made about one in ten clicks but 15% of enquiries, turning clicks into enquiries 1.7 times as often as the rest of the account. A specific, unpleasant problem brought searchers who got in touch readily. Most of those enquiries came through the mould treatment ads in the main campaign, which land on a page written for that problem; the separate mould campaign converted below the account average.

    Forms matter as much as the phone

    With nearly two in five enquiries arriving in writing, the booking and quote forms carry as much weight as the phone number. Detailing is planned work, and many customers prefer to choose a package and send their details.

    How we measured it

    An enquiry is a call or a quote or booking form from the ads, and calls of any length count. Where Google Ads and the client's own records differ, the enquiry rate uses the lower figure: in the first account, calls as recorded by Google Ads and forms as traced in the client's records; in the second, the client's records. Shares by service use the conversions recorded in Google Ads, grouped by ad group. Won-job values were not recorded, so this study reports enquiries rather than revenue.

    For a detailing or vehicle-service business that wants the same view of its own ads, see our Google Ads management and how we trace enquiries back to the ad.

    Key campaign decisions
    • 1 in 11 Google Ads clicks became a call or a quote or booking request across both stretches of ads.
    • Come-to-you detailing ads made 44% of clicks and 48% of enquiries.
    • Car mould ads turned clicks into enquiries 1.7 times as often as the rest of the account.
    • The rebuilt account's click-through rate was 27% higher than the first account's, and the enquiry rate did not fall.

    Tags

    • Google Ads
    • Car detailing
    • 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.

    Book the auditSee more accounts
    Monza Detailing: 1 in 11 Google Ads clicks became a call or quote request

    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 your business.

    The first call is free and there is no deck.

    Book a call
    How was the 1 in 11 enquiry rate for Monza Detailing worked out?

    We divided the calls and quote or booking forms traced to Google Ads by Google Ads clicks over the same days, across both accounts. Where the client's own records and Google Ads differed, we used the lower figure. Calls of any length count.

    Why were there two accounts?

    Ads ran in two stretches. The second ran in a fresh account rebuilt around the same services, with added high-intent ad groups. Across each account's full run of ads, click-through rate was 27% higher in the rebuilt account.

    Why give car mould its own ads?

    Mould is a specific problem that a general detailing ad doesn't answer. Car mould ads made about one in ten clicks but 15% of enquiries, turning clicks into enquiries 1.7 times as often as the rest of the account, mostly through the mould treatment ads in the main campaign.

    Do detailing customers call or book online?

    Both. In the first account, 39% of enquiries came as a quote or booking form and the rest as calls, so the booking and quote buttons matter as much as the phone number.

    What do the results in this Monza Detailing 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: Both stretches of 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 my business?

    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.