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    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
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    Rubbish Removal WA

    Rubbish Removal & Scrap Metal · Perth, WA

    Rubbish Removal WA: 11.3× Google Ads return after the campaign refocus

    Rubbish Removal WA recorded 11.3× return on Google Ads spend in won jobs after the campaign refocus. We narrowed location targeting and rebuilt the ads around the types of clear-out customers needed across Perth.

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    Google Ads management · Website design and landing pages
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    Rubbish Removal WA · Perth, WA

    Services in the campaign

    The advertising covers household clear-outs and larger collections.

    Household clear-outs

    • Furniture removal
    • Mattress removal
    • White-goods removal
    • Garage and storage clear-outs
    Show all 5 services
    • End-of-tenancy clear-outs

    Larger collections

    • Office clear-outs
    • Deceased-estate clear-outs
    • Scrap-metal collection
    • Scrap-car removal

    Campaign hours

    Campaign schedule · Sydney local time

    • General service campaign — Every day: 7am–9pm
    • Other served campaigns have no day or hour restriction recorded.

    The results

    Results for Rubbish Removal WA.

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

    • Headline result

      11.3×

      return on Google Ads spend in won jobs

      After the campaign refocus

    • 9.0×

      Return in the weakest full month since the rebuild

      Each full calendar month after the rebuild

    • 1 in 4

      Google Ads enquiries that became won jobs

      Since ads began

    • ~2×

      Average won-job value after the rebuild, compared with before it

      Since the rebuild vs the weeks before it

    • 80%

      Share of won-job value that came in by phone

      Since ads began

    How we measured

    Won-job value from Google Ads enquiries divided by ad spend over the same period after the location targeting changed; rounded down. Revenue before service costs and agency fees. The 11.3× result covers the campaign refocus period; separately labelled enquiry and channel shares use their stated windows.

    In one minute

    The 60-second version

    Rubbish Removal WA, from the brief to the result in 4 short slides.

    1. The business

      A Perth rubbish-removal business with a wide mix of jobs

      Rubbish Removal WA clears homes, garages, rentals and offices across Perth, from a single couch or fridge to a full deceased-estate clear-out.

      Rubbish Removal WA bulk-clearance introduction and quote form

    2. What we built

      Higher-value suburbs, and a campaign rebuilt service by service

      We narrowed targeting to the Perth suburbs where jobs were worth more, then rebuilt the campaign so each service has its own ads. Calls and forms from the ads are matched to won jobs.

      Rubbish Removal WA furniture-removal service page and quote form

    3. What happened

      Won work reached 11.3 times ad spend after the rebuild

      About 28% of tracked enquiries became won jobs, against 19% before. The average job was worth about double, and every full month since has returned at least 9 times its spend.

      11.3×won-job value vs ad spend since the rebuild

    4. What we learned

      Rubbish jobs are won on the phone, from a mobile, within days

      Calls brought in four in five won-job dollars and mobile searchers about nine in ten. Half of the jobs with a recorded win date were won within about two days of the enquiry.

      80%of won-job value came in by phone

    Insights

    What the data showed

    Details from the Rubbish Removal WA project. Open a card for the finding and its source.

    • Value

      19% → 28%

      More enquiries became work after the rebuild, and the average job was worth about twice as much.

      • Before the rebuild19%
      • Since the rebuild28%

      Before the rebuild, about 19% of tracked enquiries became won jobs. Since, it is about 28%, and the average won job has been worth roughly double. Both moved at the same time, and together they explain much of the rise in the return.

    • Search

      1 in 4

      About 1 in 4 recorded conversions came from searches that were not asking for a removalist.

      • Searches not asking for a removalist25%
      • All other searches75%

      These were people looking for a free or council pickup, a price, somewhere to take rubbish themselves, or a skip bin. They still called or sent a form from the ad, so a search that does not ask for the service outright can still start a conversation with a customer.

    • Device

      ~9 in 10

      Mobile searchers made about three-quarters of ad enquiries but brought in about 9 in 10 won-job dollars.

      • Share of ad enquiries from mobile75%
      • Share of won-job value from mobile90%

      Where the device was recorded, people searching on their phones made about three-quarters of the ad enquiries and brought in about nine in every ten dollars of won-job value. Phone calls also brought in about four in five won-job dollars overall, so most won work starts with someone on their phone.

    • Service

      2 in 5+

      Moving-out and end-of-lease ads brought in at least 2 in 5 won-job dollars traced to an ad group.

      • Moving-out and end-of-lease ads42%
      • All other ad groups58%

      Since each enquiry started carrying the ad group it came from, the moving-out and end-of-lease ads have brought in at least two-fifths of the won-job value we can trace to a specific ad group, more than any other group. Rental clear-outs are a large share of the work, so they keep their own ads and their own message.

    Measured improvements

    What improved in Rubbish Removal WA’s account

    Latest full month compared with the first full month Enquiries are recorded calls or submitted forms; booked jobs are a separate outcome.

    enquiries per month
    +94%Latest full month compared with the first full month
    click-through rate
    6.9% → 8.4%Latest full month compared with the first full month
    Before and after — each row against its own starting point
    • Monthly enquiriesMultiple of the starting month
      Latest full month compared with the first full month
    • Click-through rateRate
      Latest full month compared with the first full month
    • 26% of enquiries were phone calls
    • 77% of ad clicks came from mobile

    How we did it

    1. Built the account to scale by job and by place

      We built a separate campaign for each core service, organised into 20 ad groups and 315 keywords. Budget can then be added where a service or suburb is proven, instead of raising everything at once.

    2. Cut the searches that were never going to book

      242 negative keywords now block job-seeker, free-help and out-of-scope searches, and 2,782 unique search terms have been read and sorted. Money that used to buy the wrong clicks now buys the right ones.

    3. Matched every ad to the job searched

      60 responsive search ads are live, each written for the ad group it serves — the problem, the service and the next step — so more of the people who click go on to call or enquire.

    Each change uses the comparison period shown beside it.

    Rubbish Removal WA

    Website development · Rubbish Removal WA

    We built their website, too.

    Explore the website we designed for Rubbish Removal WA: the pages, the mobile experience and the path to an enquiry.

    Read full website case study
    Rubbish Removal WA home page with the headline and the quote form

    The case study

    The project, connected.

    The brief, the work and what it delivered.

    1. The starting point

      Rubbish Removal WA

      Rubbish Removal WA is a rubbish-removal business serving Perth, WA, from single-item pickups to full house and estate clear-outs.

      Rubbish Removal & Scrap Metal · Perth, WA

      Rubbish Removal WA

      SoudCoh services

      • Google Ads management
      • Website design and landing pages

    2. What we put in place

      The campaign work

      • A Google Ads campaign rebuilt service by service, with its own ads for each type of clear-out.
      • Targeting narrowed to the Perth suburbs where jobs were worth more.
      • Calls and forms from the ads matched to won jobs in the client's job records.
      • A connected website that explains each service and gives customers a way to enquire.

    3. What the project delivered

      The outcome

      11.3× return on Google Ads spend in won jobs after the campaign refocus, with at least 9× in each full month after that change.

    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

    Rubbish Removal WA recorded 11.3× return on Google Ads spend in won jobs after the campaign refocus. We narrowed location targeting and rebuilt the ads around the types of clear-out customers needed across Perth.

    The business

    Rubbish Removal WA is a rubbish-removal business serving Perth, WA. The work runs from a single couch, mattress or fridge to garage clean-ups, office clear-outs, end-of-lease clear-outs and full deceased-estate clearances. A tenant facing a handover date and a family clearing a parent’s home need different conversations, so the advertising treats them as different jobs.

    What we built

    We rebuilt the account in two steps. First, targeting was narrowed to the Perth suburbs where jobs were worth more. Then a new campaign went live, built service by service, so a person clearing a rental sees an end-of-lease message and a business moving premises sees an office-clearance message.

    • House and garage clear-outs
    • End-of-lease and vacate clear-outs
    • Rental, vacant and pre-sale property clean-outs
    • Office and commercial rubbish removal
    • Deceased-estate clearances
    • Storage-unit clean-outs

    Calls from the ads come through a phone number used only in the ads, and website forms now record the ad click, so each enquiry can be matched to the job it became in the client’s job records. The website gives specific clearance jobs their own pages, with the quote form beside them. See the pages in the Rubbish Removal WA website case study.

    What happened

    After location targeting changed, won jobs from traced Google Ads enquiries were worth 11.3 times the ad spend over the same period. Each full month after the refocus returned at least 9 times its ad spend in recorded won-job value. The work combined more focused local targeting with service campaigns for rental, office, household and deceased-estate clear-outs.

    What informed the next steps

    Rubbish jobs are won on the phone. Calls from the ads brought in about four in every five won-job dollars. Where the device was recorded, mobile searchers made about three-quarters of ad enquiries and brought in about nine in every ten dollars of won-job value.

    The work also moves fast. Half of the jobs with a recorded win date were won within about two days of the first enquiry, so a quick answer to the first call matters.

    Not every useful click comes from someone looking for a removalist. About one in four of the conversions Google Ads recorded came from searches about a free or council pickup, a price, somewhere to take rubbish themselves, or a skip bin. Those searches still turned into calls and forms.

    Rental clear-outs lead the ad groups. Since each enquiry started carrying its ad group, the moving-out and end-of-lease ads have brought in at least two-fifths of the won-job value we can trace to a specific ad group.

    To give your own services a clearer place in search, explore our Google Ads management.

    Key campaign decisions
    • Rubbish Removal WA recorded 11.3× return on Google Ads spend in won jobs after the campaign refocus. We narrowed location targeting and rebuilt the ads around the types of clear-out customers needed across Perth.
    • Each full month after the campaign refocus returned at least 9× ad spend in recorded won-job value.
    • A Google Ads campaign rebuilt service by service, with its own ads for each type of clear-out.
    • Targeting narrowed to the Perth suburbs where jobs were worth more.

    Tags

    • Google Ads
    • Rubbish Removal & Scrap Metal
    • Perth, WA

    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
    Rubbish Removal WA: 11.3× Google Ads return after the campaign refocus

    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 the budget your target needs, 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 removalists.

    The first call is free and there is no deck.

    Book a call
    How was the 11.3× return measured?

    Won-job value from Google Ads enquiries divided by ad spend over the same period after the location targeting changed; rounded down. Revenue before service costs and agency fees.

    What changed in the campaign?

    A Google Ads campaign rebuilt service by service, with its own ads for each type of clear-out. Targeting narrowed to the Perth suburbs where jobs were worth more. Calls and forms from the ads matched to won jobs in the client's job records. A connected website that explains each service and gives customers a way to enquire.

    How do Rubbish Removal WA's customers get in touch?

    Mostly by phone. Calls from the ads brought in about four in every five dollars of won-job value. Where the device was recorded, mobile searchers made about three-quarters of ad enquiries and brought in about nine in ten won-job dollars.

    How quickly do enquiries turn into won jobs?

    Quickly. Half of the jobs with a recorded win date were won within about two days of the first enquiry, and about one in four enquiries traced to the ads has become a won job since ads began.

    What do the results in this Rubbish Removal WA 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: After the campaign refocus. 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 removalists 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.

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    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.

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    A real conversation and a written list of opportunities.