Mr & Mrs Steamer · Carpet, upholstery and steam cleaning · Canberra, ACT

Mr & Mrs Steamer: nearly 1 in 3 Google Ads enquiries became won jobs

Mr & Mrs Steamer's campaigns connect Canberra customers with the right cleaning service, from carpet steam cleaning to couches, tile and grout, and pet-stain treatment. Nearly one in three traced enquiries became won jobs over the first 11 weeks.

Services: Google Ads management · Website design and landing pages

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Mr & Mrs Steamer · Canberra, ACT

Services in the campaign

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

Moving and home cleaning

End-of-lease cleaning
Move-out and vacate cleaning
Bathroom cleaning

Carpets and furnishings

Carpet steam cleaning
Carpet dry cleaning
Carpet cleaning
Commercial and office carpets

Show all 10 services

Upholstery and sofa cleaning
Rug and mat cleaning
Mattress cleaning
Leather cleaning
Pet-stain and odour removal
Stain treatment and protection

Commercial cleaning

Office cleaning

Exterior and hard surfaces

Tile and grout cleaning

Campaign hours

Campaign schedule · Sydney local time

Every day: 7am–8pm

The results

Results for Mr & Mrs Steamer.

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

Headline result
Nearly 1 in 3
Google Ads enquiries became a won job
First 11 weeks of Google Ads
1.8×
Value of an average won tile and grout job, compared with a carpet clean
Since Google Ads began
90%
Share of won job value from the ads that came from phones, where the device was recorded
First 11 weeks of Google Ads

How we measured

The won rate divides jobs marked won by all traced Google Ads calls and forms across the first 11 weeks, with tests removed. Values are agreed job prices before costs. Service-value comparisons cover tracked enquiries; device shares use jobs with a recorded device.

In one minute

The 60-second version

Mr & Mrs Steamer, from the brief to the result in 4 short slides.

The business
Mr & Mrs Steamer
Mr & Mrs Steamer is a husband-and-wife carpet, upholstery and steam cleaning business serving homes and workplaces in Canberra, ACT.
What we delivered
Google Ads enquiries became a won job
Google Ads split by surface: carpets, upholstery and couches, tile and grout, and pet stains and odours. Service pages with a callback form that asks for the service and details of the space.
The customer journey
From the search to the right service
Calls and forms traced to the ad and matched to the jobs the client marked as won.
The result
Nearly 1 in 3 Google Ads enquiries became won jobs
Nearly one in three Google Ads enquiries became a won job in the first 11 weeks. Carpet cleaning produced the most won jobs, while the average won tile-and-grout job was worth 1.8 times a carpet clean.

Insights

What the data showed

Details from the Mr & Mrs Steamer project. Open a card for the finding and its source.

Timing
1.5×
Enquiries made before 9am were the most likely to book
- Before 9am1.5×
- Average Google Ads enquiry1×
Google Ads enquiries that arrived before 9am became won jobs 1.5 times as often as the average Google Ads enquiry. People sorting out a clean before the workday tend to be ready to book, so early ad coverage and a fast reply count.
Value
1.8×
A tile and grout job was worth 1.8 times a carpet clean
- Tile and grout1.8×
- Carpet clean1×
Carpet cleaning brought in more won jobs than any other service, but an average won tile and grout job was worth 1.8 times an average carpet clean. That makes tile and grout worth its own ads and its own page, even at lower volume.
Device
90%
Nearly 90% of the won value came from people on their phones
- Phones90%
- Desktop and tablet10%
Where the device was recorded, nearly 90% of the won job value from Google Ads came from people searching on a phone. The ad, the page and the call button have to work first on a small screen.

The ads

The Google ads we wrote and ran for Mr & Mrs Steamer

Word for word from Mr & Mrs Steamer's account. Each one served on Google.

Sponsored
Mr Mrs Steamer
mrmrssteamer.com/DeepCarpetClean/Canberra
Hot-Water Extraction | Deep Carpet Steam Clean | Carpets Deep Cleaned
Carpet cleaning across Canberra. Fast-dry, safe products, fixed pricing. Professional carpet steam cleaning - stains, odours and traffic marks lifted.
A real ad we wrote and ran for Mr Mrs Steamer.
- Deep carpet cleaning in Canberra

Website development · Mr & Mrs Steamer

We built their website, too.

Explore the website we designed for Mr & Mrs Steamer: the pages, the mobile experience and the path to an enquiry.

Read full website case study

Website showcase

A closer look at the website.

Explore Mr & Mrs Steamer’s website, from the first impression to the details.

Mr and Mrs Steamer introduction with green accents and a callback form — Give the personal brand a clear service menu — Soft green, dark outlines and a highlighted headline introduce the cleaning offer beside a callback form. The form asks for a service and details of the space, keeping the next step practical.

01 / 02 · Give the personal brand a clear service menu — Soft green, dark outlines and a highlighted headline introduce the cleaning offer beside a callback form. The form asks for a service and details of the space, keeping the next step practical.

The starting point
Mr & Mrs Steamer
Mr & Mrs Steamer is a husband-and-wife carpet, upholstery and steam cleaning business serving homes and workplaces in Canberra, ACT.
Carpet, upholstery and steam cleaning · Canberra, ACT
SoudCoh services
- Google Ads management
- Website design and landing pages
What we put in place
The campaign work
- Google Ads split by surface: carpets, upholstery and couches, tile and grout, and pet stains and odours.
- Service pages with a callback form that asks for the service and details of the space.
- Calls and forms traced to the ad and matched to the jobs the client marked as won.
Services in the campaign
Moving and home cleaning
- End-of-lease cleaning
- Move-out and vacate cleaning
Carpets and furnishings
- Carpet steam cleaning
- Carpet dry cleaning
Commercial cleaning
- Office cleaning
Explore all campaign services
What the project delivered
The outcome
Nearly one in three Google Ads enquiries became a won job in the first 11 weeks. Carpet cleaning produced the most won jobs, while the average won tile-and-grout job was worth 1.8 times a carpet clean. That supported separate ads and pages for each surface.

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

The business

Mr & Mrs Steamer is a husband-and-wife cleaning business in Canberra. It steam cleans carpets, upholstery and rugs, cleans tile and grout, and treats pet stains and odours, for homes and for workplaces. A carpet clean, a couch and a tiled bathroom are different jobs, and they are worth different amounts.

What we set out to do

The brief was to bring in a steady flow of cleaning work through Google Ads and to show, job by job, what the ads returned. That meant tracing calls and forms back to the ad that produced them and matching them to the jobs the client marked as won.

What we built

We split the advertising by surface and by problem, so each search sees an ad about that job and lands on a page about it, with a callback form that asks for the service and details of the space. The services covered include:

Carpet steam cleaning
Couch and sofa cleaning
Tile and grout cleaning
Leather cleaning
Pet-stain removal
Odour treatment

The website behind the campaign keeps the couple at the front of the brand. See the pages, mobile layout and enquiry options in the Mr & Mrs Steamer website case study.

What informed the next steps

Job value differs by surface. Carpet cleaning brought in more won jobs than any other service, but an average won tile and grout job was worth 1.8 times an average carpet clean. That makes tile and grout worth its own ads and its own page.

Timing and device matter. Enquiries made before 9am became won jobs 1.5 times as often as the average Google Ads enquiry. Where the device was recorded, nearly 90% of the won value came from people on their phones, so the ads and pages have to work on a small screen first.

For a cleaning business with several surfaces and services, explore our Google Ads management to build campaigns around the jobs that earn the most.

Key campaign decisions

Mr & Mrs Steamer's campaigns connect Canberra customers with the right cleaning service, from carpet steam cleaning to couches, tile and grout, and pet-stain treatment. Nearly one in three traced enquiries became won jobs over the first 11 weeks.
Google Ads split by surface: carpets, upholstery and couches, tile and grout, and pet stains and odours.
Service pages with a callback form that asks for the service and details of the space.
Nearly one in three Google Ads enquiries became a won job in the first 11 weeks. Carpet cleaning produced the most won jobs, while the average won tile-and-grout job was worth 1.8 times a carpet clean. That supported separate ads and pages for each surface.

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: the lead-to-job calculator, 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

What did SoudCoh deliver for Mr & Mrs Steamer?

Google Ads split by surface: carpets, upholstery and couches, tile and grout, and pet stains and odours. Service pages with a callback form that asks for the service and details of the space. Calls and forms traced to the ad and matched to the jobs the client marked as won.

What share of Google Ads enquiries turned into work?

Nearly one in three became a won job. That is won jobs divided by every call and form traced to Google Ads, with test entries removed.

Which service was worth the most per job?

Tile and grout cleaning. An average won tile and grout job was worth 1.8 times an average carpet clean, even though carpet cleaning brought in more won jobs than any other service.

When and how did customers enquire?

Early and on their phones. Enquiries made before 9am became won jobs 1.5 times as often as the average Google Ads enquiry, and where the device was recorded, nearly 90% of the won value came from phones.

What do the results in this Mr & Mrs Steamer 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: First 11 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.