Retro WC Cleaning: 1 in 7 Google Ads clicks became a quote request
Retro WC Cleaning turned about 1 in 7 Google Ads clicks into a quote request, and nearly two in three enquiries were for upholstery, tiles or windows. Carpet was still the biggest single service. Half of all quote requests arrived before 7am or after 5pm, through a form that works at any hour.
Retro WC Cleaning turned about 1 in 7 Google Ads clicks into a quote request, and nearly two in three enquiries were for upholstery, tiles or windows. Carpet was the biggest single service, but most of the work came from everything around it.
The business
Retro WC Cleaning is a Melbourne cleaning business with a bold retro look. It cleans carpets, couches and other upholstery, tile and grout and windows for homes, and it also serves offices, gyms and hospitality venues. Every page carries a quote form that asks for the service and a short description of the space.
What we set out to do
People rarely search for a cleaning company in general. They search for the thing in front of them: a stained couch, dull grout or cloudy windows. The account needed to answer each of those searches with an ad and a page about that job, and show which services brought in quote requests.
What we built
The search account gives each service its own ad groups: carpet steam cleaning, carpet dry cleaning, upholstery and couches, tile and grout, windows, pet stains and odours and mattresses. Each ad is written for that job and sends people to a page with the quote form near the top. Smaller test ad groups tried new angles, such as carpet and couch packages.
The home page puts the free quote form beside the opening headline.
Late in the period the ads paused for about three weeks, then relaunched as a single campaign covering every service, with calls from the ads tracked as calls. The website is covered in the Retro WC Cleaning website case study.
What happened
Since the ads began, about 1 in 7 Google Ads clicks became a quote request or tracked call. The rate held steady as the account ran: the first 60 days and the last 60 days of ads were within a fraction of a point of each other.
89% of clicks came from phones, and phones produced the same share of enquiries.
Most of the work was not carpet
Carpet brought in 35% of enquiries. Upholstery brought in 32%, tile and grout 17% and windows 16%. Nearly two in three enquiries were for something other than carpet, which a carpet-only campaign would have missed.
Upholstery converted best
Upholstery searches turned clicks into enquiries 1.2 times as often as carpet searches, and window searches did nearly as well. A couch or a set of windows is a clear, single job, and the quote form handles it in a line or two.
Half the requests came after hours
Half of all quote requests arrived before 7am or after 5pm. Clicks from 5pm to midnight converted 1.2 times as well as business-hours clicks, and about a third of quote requests came at the weekend. The quote form takes the details at any hour, so evening ads earn their place.
How we measured it
An enquiry is a quote form sent from the website after an ad click or a tracked phone call from the ads. Calls were tracked as calls only after the relaunch, so the rate is a minimum. No job outcomes are recorded for this account, so this page reports enquiry rates rather than a return on ad spend. Services come from the ad group that served the ad, and rates are rounded down.
Use the customer's setting as the subject — The hospitality page names the venue context and presents service points in outlined rows. The same quote form remains available, carrying the familiar layout into a more focused commercial page.
Make the brand easy to recognise — Cream, yellow and dark outlines give the opening layout a distinctive identity. The service statement sits beside a structured quote form, combining the brand introduction with a useful next step.
The results
Results for Retro WC Cleaning.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 7
Google Ads clicks became a quote request or tracked call
Since ads began
How it was measured
Quote forms sent from the website after an ad click plus tracked phone calls from the ads, divided by Google Ads clicks over every day the ads ran. Calls were tracked as calls only after the relaunch, so this is a minimum.
64%
Share of enquiries for upholstery, tile and grout or windows rather than carpet
Since ads began
How it was measured
Enquiries from the upholstery, tile and grout and window ad groups as a share of all Google Ads enquiries since the ads began.
1.2×
Click-to-enquiry rate for upholstery searches against carpet searches
Since ads began
How it was measured
Enquiries divided by clicks for the upholstery, couch and mattress ad groups, divided by the same rate for the carpet ad groups. Rounded down.
50%
Share of quote requests sent before 7am or after 5pm
Since ads began
How it was measured
Enquiries made before 7am or from 5pm, Melbourne time, on any day, as a share of all Google Ads enquiries since the ads began.
89%
Share of Google Ads clicks from mobile phones
Since ads began
How it was measured
Clicks from mobile phones as a share of all Google Ads clicks since the ads began. Phones produced the same share of enquiries.
How we measured +
Enquiries are website quote forms sent after an ad click and tracked ad calls. Call tracking began after the later relaunch, so the full-period result is mainly quote forms; phone-number taps are excluded. Figures cover active advertising days, with service groups taken from the ad.
The ads
The Google ads we wrote and ran for Retro WC Cleaning
Word for word from Retro WC Cleaning's account. Each one served on Google, shown with its own click-through rate.
Sponsored
R
Retro WC Cleaning
retrocleaning.au/CarpetSteam/Melbourne
Fast, Reliable, Insured | Quality You Can See | Carpet Cleaners Near You
Same-day carpet steam cleaning across Melbourne. Book online or call to lock it in. Fast, reliable, eco-friendly. Free quote in minutes. Book your slot today.
A real ad we wrote and ran for Retro WC Cleaning.
Carpet steam cleaning
6.6% click-through rate
Sponsored
R
Retro WC Cleaning
retrocleaning.au/Upholstery/Melbourne
Upholstery Cleaners Near You | Couch Looking Tired? | Same-Day Couch Cleaning
Same-day couch cleaning across Melbourne. Book online or call to lock it in. Fast, reliable, eco-friendly upholstery clean. Free quote in minutes. Book today.
A real ad we wrote and ran for Retro WC Cleaning.
Upholstery cleaning
8.9% click-through rate
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the Retro WC Cleaning project. Open a card for the finding and its source.
Service01
64%
Nearly two in three enquiries were for upholstery, tiles or windows rather than carpet.
Carpet35%
Upholstery32%
Tile and grout17%
Windows16%
Carpet was the largest single service at 35% of enquiries, but upholstery was close behind at 32%, and tile and grout and windows added a third between them. Each service has its own ad groups and its own ads. A carpet-only account would have missed most of the work.
Source and basis. Enquiries from each group of ad groups as a share of all Google Ads enquiries since the ads began. Shares are rounded so they add to 100.
Search02
1.2×
Upholstery searches turned clicks into enquiries 1.2 times as often as carpet searches.
Carpet searches1×
Upholstery searches1.2×
Couch, sofa and mattress searches converted best of the four services, and window searches did nearly as well. Each is a clear, single job that fits in a line or two of the quote form, and each earns its own share of the budget.
Source and basis. Enquiries divided by clicks for the upholstery, couch and mattress ad groups, divided by the same rate for the carpet ad groups, since the ads began. Rounded down.
Timing03
50%
Half of all quote requests arrived before 7am or after 5pm.
Out-of-hours share of clicks45%
Out-of-hours share of quote requests50%
Out-of-hours clicks were 45% of clicks but produced half of the quote requests. From 5pm to midnight, clicks converted 1.2 times as well as business-hours clicks. The quote form takes the details at any hour, so evening ads earn their place.
Source and basis. Clicks and enquiries before 7am or from 5pm, Melbourne time, on any day, each as a share of the account total since the ads began. The 1.2 times compares the 5pm-to-midnight click-to-enquiry rate with the 7am-to-5pm rate, rounded down.
Services in the campaign
Retro WC Cleaning · Melbourne, VIC
Services in the campaign
The advertising covers carpets and furnishings and exterior and hard surfaces.
Carpets and furnishings
Carpet steam cleaning
Carpet dry cleaning
Carpet cleaning
Upholstery and sofa cleaning
Show all 5 services+
Pet-stain and odour removal
Exterior and hard surfaces
Window cleaning
Tile and grout cleaning
Project journey
Website development · Retro WC Cleaning
We built their website, too.
Explore the website we designed for Retro WC Cleaning: the pages, the mobile experience and the path to an enquiry.
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.
— 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.
How was the 1 in 7 figure for Retro WC Cleaning worked out?
We took every quote form sent after an ad click and every tracked call from the ads, over every day the ads ran, and divided by the Google Ads clicks over the same days. The result was just under 15%, a little better than 1 in 7.
Why advertise upholstery, tiles and windows separately from carpet?
Because that is where most of the work came from. Carpet brought in 35% of enquiries, upholstery 32%, tile and grout 17% and windows 16%. Each service has its own ad groups, so a search about a stained couch gets an ad and a page about couches.
Are phone calls included?
Calls from the ads were tracked as calls only after the relaunch late in the period, so the rate is almost entirely quote forms and should be read as a minimum. Taps on a call button are not counted, because a tap does not confirm a conversation.
Are evening ads worth running for a cleaning business?
For Retro WC Cleaning, yes. Half of all quote requests arrived before 7am or after 5pm, and clicks from 5pm to midnight converted 1.2 times as well as business-hours clicks. The quote form takes the details at any hour.
What do the results in this Retro WC 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. 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.
— 09 · Read next
More work for cleaning businesses.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
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