Robust Facility Solutions: one in eight ad clicks became an enquiry
Robust Facility Solutions turned about one in eight Google Ads clicks into a call or quote request, and desktop clicks enquired 2.4 times as often as mobile. Ads naming a cleaning service or an industry drew 73% of clicks, and hospitality and kitchen ads were clicked 1.7 times as often as the rest of the account.
Robust Facility Solutions turned about one in eight Google Ads clicks into a call or quote request, and desktop clicks enquired 2.4 times as often as mobile. Ads naming a cleaning service or an industry drew most of the clicks, and hospitality and kitchen ads were clicked well above the rest of the account.
The business
Robust Facility Solutions, trading as Robust Cleaning, is a Melbourne commercial cleaning company. It cleans offices, restaurants and commercial kitchens, warehouses and factories, schools and childcare centres, medical and aged-care sites, gyms and strata common areas. Every site is quoted on its own brief, and the quote form asks for the suburb and details of the site.
What we set out to do
Commercial cleaning is bought by people with very different jobs: a warehouse manager, a venue owner, a practice manager, a strata committee. Each searches in their own words and wants proof that the cleaner knows their kind of site. The aim was an account that meets each of those searches with an ad and a page about that premises, and a clear count of which searches turn into calls and quote requests.
What we built
The account has separate ad groups for each service, such as office, warehouse, restaurant and school cleaning, and each sends searchers to that service's page. Industry ad groups cover manufacturing, health and aged care, retail and other sectors, and send people to an industry page. Searches about quotes and pricing go to the quote form or the pricing page, and a set of suburb ad groups covers inner Melbourne.
Pricing searches land on a page that explains how each site is costed.
In the second month, the main service ads were split into tighter groups by the kind of search, such as contract searches and searches for a local provider. Calls from the ads arrive on tracked numbers and quote forms carry the ad click, so each enquiry can be traced to the ad behind it. Test entries are removed.
Since ads began, about one in eight Google Ads clicks became a call or quote request. The client's own records of tracked calls and traced quote forms give the same rate.
Ads naming a cleaning service or an industry drew 73% of clicks, and ads for a named service, such as office or warehouse cleaning, produced 69% of recorded enquiries.
Desktop visits do the buying
Desktop computers gave 40% of ad clicks but 62% of recorded enquiries, so a desktop click became an enquiry 2.4 times as often as a mobile one. Commercial cleaning is a work purchase. The person searching is often at their desk, comparing providers and ready to describe the site in the quote form.
Venues search with a job in mind
Restaurant, hospitality and kitchen deep-cleaning ads drew about a fifth of all clicks. About 12% of the people shown those ads clicked them, against about 7% for the rest of the account, 1.7 times the rate. A venue owner looking for a kitchen or restaurant clean knows the job, and an ad and page written for that job meets them.
These figures rest on a modest number of enquiries over about 14 weeks, so they will move as more weeks come in. They describe how the ads turned searches into enquiries, not the value of the work that followed.
How we measured it
Recorded enquiries are the calls and quote requests Google Ads recorded from the ads. Device figures divide recorded enquiries by clicks on each device. Click-through rate is clicks divided by impressions. Search groups follow the ad group that served the ad.
Explain the quote approach on a separate page — The pricing destination uses a large heading over working imagery to introduce the site-dependent quote approach. The shared navigation and restrained blue accents keep it connected to the rest of the website.
Combine local service copy with a site brief — The opening layout uses bold white type over workplace imagery, with a white enquiry panel alongside. The form makes room for the suburb and details of the site, matching the commercial service message.
The results
Results for Robust Facility Solutions.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 8
Google Ads clicks became a call or quote request
Since ads began
How it was measured
Calls and quote requests Google Ads recorded from the ads, divided by ad clicks over the same days. The client's own records of tracked calls and traced quote forms give the same rate.
2.4×
More enquiries per click from desktop computers than from mobile phones
Since ads began
How it was measured
Recorded enquiries divided by clicks on desktop computers, compared with the same rate on mobile phones, since ads began. The client's own records with a recorded device lean further to desktop. Rounded down.
62%
Recorded enquiries that came from a desktop computer, on 40% of clicks
Since ads began
How it was measured
Recorded enquiries from desktop computers as a share of all recorded enquiries, alongside desktop's share of ad clicks, since ads began. The enquiry share is rounded down and the click share rounded up.
73%
Ad clicks from searches naming a cleaning service or an industry
Since ads began
How it was measured
Clicks on the service and industry ads as a share of all Google Ads clicks since ads began. Groups follow the ad group that served the ad. Rounded down.
1.7×
Higher click-through rate on hospitality and kitchen ads than the rest of the account
Since ads began
How it was measured
Clicks divided by impressions for the restaurant, hospitality and kitchen deep-cleaning ads, compared with the same rate for every other ad in the account, since ads began: about 12% against about 7%. Rounded down.
How we measured +
Figures cover calls and quote requests recorded from Google Ads over about 14 weeks. Click-to-enquiry rates compare enquiries with clicks over the same period. Service and device comparisons use the ad group and click device; outcomes describe enquiries rather than won work.
The ads
The Google ads we wrote and ran for Robust Facility Solutions
Word for word from Robust Facility Solutions's account. Each one served on Google.
Sponsored
R
Robust Facility Solutions
robustclean.com.au/Medical/Melbourne
Flagged? We Re-Clean Free | ISO 9001 Aligned | Same Trusted Crew
Medical and dental cleaning with photo sign-off and audit-ready timestamps. Speak to a local manager, not a call centre. 60-minute mobilisation when needed.
A real ad we wrote and ran for Robust Facility Solutions.
Medical cleaning
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the Robust Facility Solutions project. Open a card for the finding and its source.
Device01
2.4×
Desktop clicks turned into enquiries 2.4 times as often as mobile clicks.
Mobile clicks that became an enquiry9%
Desktop clicks that became an enquiry21%
Desktop computers gave 40% of ad clicks but 62% of recorded enquiries. Commercial cleaning is usually bought by someone at a desk, often writing a short brief about the site into the quote form. For a commercial cleaner, the desktop visit is the one most likely to end in a quote request, so the form deserves as much care as the call button.
Source and basis. Recorded enquiries divided by clicks, on each device type, since ads began. The 2.4 times compares the two rates before rounding and is rounded down. The client's own records with a recorded device lean further to desktop.
Search02
1.7×
Hospitality and kitchen ads were clicked 1.7 times as often as the rest of the account.
Other ads: people shown an ad who clicked it7%
Hospitality and kitchen ads: people shown an ad who clicked it11%
About 12% of people shown a restaurant, hospitality or kitchen deep-cleaning ad clicked it, against about 7% across the other ads, and those ads drew about a fifth of all clicks. A venue owner looking for a kitchen or restaurant clean has a specific job in mind, and an ad and page written for that job meets them.
Source and basis. Clicks divided by impressions for the restaurant, hospitality and kitchen deep-cleaning ads, and for every other ad in the account, since ads began. The 1.7 times compares the two rates before rounding and is rounded down; the chart rounds the other ads' rate up and the hospitality rate down.
Service03
73%
Ads naming a cleaning service or an industry drew 73% of clicks.
Service ads61%
Industry ads12%
Quote, pricing and general ads18%
Suburb and other ads9%
Most clicks came from searches for a kind of site, such as an office, a warehouse, a school or a restaurant, rather than for a cleaner in general. Each of those ads lands on the matching service or industry page, so the visitor sees their own kind of premises first.
Source and basis. Google Ads clicks grouped by the ad group that served the ad, as shares of all clicks since ads began. Shares rounded to whole numbers; the 73% service and industry share is rounded down.
Services in the campaign
Robust Facility Solutions · Melbourne, VIC
Services in the campaign
The advertising covers moving and home cleaning and commercial cleaning.
Moving and home cleaning
House cleaning
Kitchen and oven cleaning
Commercial cleaning
Office cleaning
Commercial cleaning
Warehouse and factory cleaning
Medical and aged-care cleaning
Show all 8 services+
School and childcare cleaning
Gym and sports-facility cleaning
Hospitality and restaurant cleaning
Strata and common-area cleaning
Campaign hours
Campaign schedule · Sydney local time
Monday–Friday: 7am–6pm
Project journey
Website development · Robust Facility Solutions
We built their website, too.
Explore the website we designed for Robust Facility Solutions: 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 one in eight figure for Robust Facility Solutions worked out?
We divided the calls and quote requests Google Ads recorded from the ads by the number of ad clicks over the same days, since ads began. The client's own records of tracked calls and traced quote forms give the same rate.
Why did desktop clicks turn into more enquiries?
Commercial cleaning is usually bought by an office, venue or site manager at work. They tend to search from a desk and fill in a quote form with details of the site, so a desktop visit is more likely to end in an enquiry than a quick look on a phone.
What counts as a hospitality and kitchen search?
A search answered by the restaurant cleaning, hospitality cleaning or kitchen deep-cleaning ads. Groups follow the ad that served the search, and each of those ads sends people to the matching service page.
What is click-through rate?
The share of people shown an ad who clicked it. It shows how closely an ad matches the search. Hospitality and kitchen ads were clicked by about 12% of the people who saw them, against about 7% for the rest of the account.
What do the results in this Robust Facility Solutions 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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Website delivery
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Website delivery
CLEANEY: a commercial cleaning website for facility managers. See the design, service pages and enquiry experience.
CLEANEY is a Melbourne commercial cleaning company serving workplaces across Greater Melbourne and the Mornington Peninsula.
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