Rex Group · Commercial and industrial cleaning · Sydney, NSW
Rex Group: commercial cleaning ads built around the buyer's premises
Rex Group's Google Ads are organised around the premises a buyer manages: offices, strata, warehouses and specialist industrial sites. Each search leads to relevant service content and a quote form that asks about the site, suburb and cleaning schedule.
Services
Google Ads management · Enquiry tracking and won-job reporting · Website design and landing pages
The advertising covers moving and home cleaning, carpets and furnishings, commercial cleaning and exterior and hard surfaces.
Moving and home cleaning
House cleaning
Kitchen and oven cleaning
Carpets and furnishings
Carpet cleaning
Commercial cleaning
Office cleaning
Commercial cleaning
Warehouse and factory cleaning
Retail cleaning
Show all 11 services+
Medical and aged-care cleaning
School and childcare cleaning
Gym and sports-facility cleaning
Hospitality and restaurant cleaning
Strata and common-area cleaning
Builders and post-renovation cleaning
Industrial and remote-site cleaning
Exterior and hard surfaces
Window cleaning
Pressure washing
Campaign hours
Campaign schedule · Sydney local time
Monday–Friday: 7am–7pm
The results
Results for Rex Group.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Site by site
campaigns for offices, strata and industrial cleaning
Campaign delivery
How it was measured
A Google Ads campaign with ad groups by type of site: offices, strata, warehouses, retail, hospitality, health and aged care, and specialist industrial sites. Ads sending people to the matching service or industry page, with service pages that open with the quote form set to that service.
1 in 5
Quote requests from the ads that became won jobs, at least
The full campaign, about two months of ads
How it was measured
Won jobs divided by website quote requests traced to Google Ads (duplicates and test entries removed) over the same days. Rounded down: the rate was a little better than 1 in 5.
100%
Won job value that started as a written quote request on the website
The full campaign, about two months of ads
How it was measured
Won job value from enquiries that arrived as website quote requests, as a share of all won job value from Google Ads enquiries over the same days.
7 in 10
Website quote requests from the ads that came from a desktop computer
The full campaign, about two months of ads
How it was measured
Website quote requests recorded by Google Ads from desktop-computer clicks, as a share of all quote requests recorded by Google Ads over the same days. Rounded down. Computers made fewer than a third of ad clicks.
90%
Traced enquiries that arrived on weekdays between 8 am and 5 pm
The full campaign, about two months of ads
How it was measured
Enquiries traced to Google Ads made Monday to Friday between 8 am and 5 pm (Sydney time), as a share of all traced enquiries. Rounded down.
+42%
Click rate in the second 30 days of ads, against the first 30
Second 30 days of ads against the first 30
How it was measured
Ad clicks divided by impressions for the second 30 days of the campaign, compared with the same for the first 30. Rounded down.
How we measured +
The quote-to-won rate covers traced website forms across about two months, with duplicates and tests removed. Later enquiries have no recorded outcome and remain in the denominator. Won-value shares use agreed prices before costs and exclude repeat cleans; about half of the value came from one job.
In one minute
The 60-second version
Rex Group, from the brief to the result in 4 short slides.
01 The business
Rex Group
Rex Group provides commercial and industrial cleaning across Sydney, NSW, from offices and strata buildings to warehouses, factories and specialist sites.
02 What we delivered
Campaigns for offices, strata and industrial cleaning
A Google Ads campaign with ad groups by type of site: offices, strata, warehouses, retail, hospitality, health and aged care, and specialist industrial sites.
02
03 The customer journey
From the search to the right service
Tracked calls and quote requests traced from the ad click to the enquiry, with won jobs recorded at the agreed price in the client's job records. A review of won value by type of site, device and time of day.
03
04 In practice
Commercial cleaning ads built around the buyer's premises
Over about two months, more than one in five website quote requests traced to Google Ads became won jobs. All recorded won value in that period started with a written quote request.
04
01 / 04
Insights
What the data showed
Details from the Rex Group project. Open a card for the finding and its source.
Value01
85%
Industrial and warehouse searches took about a quarter of ad spend and brought 85% of won value.
Industrial and warehouse share of ad spend24%
Industrial and warehouse share of won value85%
Ads for industrial sites such as warehouses, factories, mine sites, solar farms and ships took about a quarter of the spend and brought 85% of the value of won jobs. Office and retail searches won work too, but smaller jobs. This rests on a small number of jobs, so it shows where to test more budget rather than proving a rule.
Source and basis. Won job value from enquiries whose ad group targeted an industrial or warehouse site, as a share of all won job value from Google Ads enquiries; Google Ads spend on those ad groups as a share of all spend. Full campaign, rounded down. It rests on a small number of won jobs, and about half of the won value came from one of them.
Device02
7 in 10
Desktop computers sent seven in ten website quote requests from fewer than a third of ad clicks.
Desktop share of ad clicks29%
Desktop share of website quote requests72%
Phone users leaned towards calling, but every won job began as a written quote request, and every won job with a recorded device came from a computer. Commercial cleaning is often arranged by an office or facility manager at a desk, writing up the site and how often it needs cleaning. A quote form that asks for exactly that suits the way these buyers work.
Source and basis. Website quote requests recorded by Google Ads, and ad clicks, by the device used for the click, over the full campaign. Rounded down. Calls are left out because they were matched to ad clicks only from partway through the campaign.
Timing03
90%
90% of traced enquiries arrived on weekdays between 8 am and 5 pm.
Weekdays, 8 am to 5 pm90%
Evenings and weekends9%
Commercial buyers enquired in working hours, the opposite of many household services, where evenings and weekends bring much of the work. For Rex Group that makes a fast callback during the working day the priority, and it means the ads can be weighted towards business hours.
Source and basis. Enquiries traced to Google Ads made Monday to Friday between 8 am and 5 pm (Sydney time), as a share of all traced enquiries over the full campaign. Both shares rounded down.
Website development · Rex Group
We built their website, too.
Explore the website we designed for Rex Group: the pages, the mobile experience and the path to an enquiry.
Explore Rex Group’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.
Connect a local service message to the request — Rounded display type and warm orange accents distinguish the Rex Group identity. The enquiry panel asks for the service as well as suburb, making the quote request specific to the work and location.
01 / 02 · Connect a local service message to the request — Rounded display type and warm orange accents distinguish the Rex Group identity. The enquiry panel asks for the service as well as suburb, making the quote request specific to the work and location.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Rex Group
Rex Group provides commercial and industrial cleaning across Sydney, NSW, from offices and strata buildings to warehouses, factories and specialist sites.
Commercial and industrial 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
A Google Ads campaign with ad groups by type of site: offices, strata, warehouses, retail, hospitality, health and aged care, and specialist industrial sites.
Ads sending people to the matching service or industry page, with service pages that open with the quote form set to that service.
Tracked calls and quote requests traced from the ad click to the enquiry, with won jobs recorded at the agreed price in the client's job records.
A review of won value by type of site, device and time of day.
What the project delivered
The outcome
Over about two months, more than one in five website quote requests traced to Google Ads became won jobs. All recorded won value in that period started with a written quote request. The enquiry form gives facility managers room to describe the premises and the cleaning schedule before a site walkthrough.
Rex Group's Google Ads are organised around the premises a buyer manages: offices, strata, warehouses and specialist industrial sites. Each search leads to relevant service content and a quote form that asks about the site, suburb and cleaning schedule.
The business
Rex Group provides commercial and industrial cleaning across Sydney: offices, strata common areas, warehouses and factories, retail, hospitality, health and aged care, and specialist sites such as mine sites, solar farms and maritime facilities. Its cleaners are police-checked and employed directly, and new clients start with a free site walkthrough and a fixed quote.
What we set out to do
Commercial cleaning is bought differently from a household clean. The buyer is usually an office, strata or facility manager comparing contractors, and the price depends on the site, its size and how often it needs cleaning. The account had to reach those buyers by type of site and trace each enquiry through to won work at an agreed price.
What we built
The campaign has ad groups by type of site: office cleaning contracts, commercial and retail cleaning, strata and common areas, warehouses and factories, hotels and gyms, aged care, builders cleans, carpets and pressure washing, and specialist industrial sites from mine sites and solar farms to ships and airports. Most ads send people to the matching service or industry page, and the service pages open with the quote form already set to that service.
The office cleaning page opens with the quote form set to office cleaning, asking for the site, its suburb and how often it needs cleaning.
Calls from the ads arrive on tracked numbers, and quote requests from the ads carry the ad click that produced them. When Rex Group marks a job as won in its own job records, the agreed price is recorded against the enquiry, so the return is built from real won jobs. Duplicates and test entries are removed before anything is counted. The website itself is covered in the Rex Group website case study.
What happened
Over about two months, more than one in five website quote requests traced to Google Ads became won jobs. All recorded won value in that period started with a written quote request. The enquiry form gives facility managers room to describe the premises and the cleaning schedule before a site walkthrough.
Rex Group's Google Ads are organised around the premises a buyer manages: offices, strata, warehouses and specialist industrial sites. Each search leads to relevant service content and a quote form that asks about the site, suburb and cleaning schedule.
A Google Ads campaign with ad groups by type of site: offices, strata, warehouses, retail, hospitality, health and aged care, and specialist industrial sites.
Ads sending people to the matching service or industry page, with service pages that open with the quote form set to that service.
Over about two months, more than one in five website quote requests traced to Google Ads became won jobs. All recorded won value in that period started with a written quote request. The enquiry form gives facility managers room to describe the premises and the cleaning schedule before a site walkthrough.
Tags
Google Ads
Commercial and industrial 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.
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.
A Google Ads campaign with ad groups by type of site: offices, strata, warehouses, retail, hospitality, health and aged care, and specialist industrial sites. Ads sending people to the matching service or industry page, with service pages that open with the quote form set to that service. Tracked calls and quote requests traced from the ad click to the enquiry, with won jobs recorded at the agreed price in the client's job records. A review of won value by type of site, device and time of day.
Why did every won job start as a quote request rather than a call?
Many commercial buyers prefer to put the site, its size and how often it needs cleaning in writing, so they can compare quotes. The quote form asks for exactly that. In the client's records, every won job from the ads started as a written quote request on the website.
Why did desktop computers matter so much?
Desktop computers made fewer than a third of ad clicks but sent seven in ten website quote requests, and every won job started as a quote request. Every won job with a recorded device came from a computer, which fits buyers arranging cleaning from an office. Phone users leaned towards calling instead.
What do the results in this Rex Group 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: Campaign delivery. 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.
— 09 · Read next
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