Superior Group Australia · House cleaning and exterior surface services · Melbourne, VIC
Superior Group Australia: about 1 in 7 ad clicks became an enquiry
About 1 in 7 clicks on Superior Group Australia's pressure-washing ads became an enquiry, and concrete work drew more than half of the clicks. The click-through rate rose 47% from the first fortnight to the last at the same enquiry rate. On the newer home and commercial cleaning ads, 86% of clicks came from phones.
Services
Google Ads management · Enquiry tracking · Website design and landing pages
The advertising covers moving and home cleaning and carpets and furnishings.
Moving and home cleaning
End-of-lease cleaning
Bond cleaning
Move-out and vacate cleaning
House cleaning
Show all 8 services+
Regular home cleaning
One-off and spring cleaning
Deep cleaning
Kitchen and oven cleaning
Carpets and furnishings
Carpet steam cleaning
Carpet cleaning
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–7pm
The results
Results for Superior Group Australia.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
About 1 in 7
pressure-washing ad clicks became an enquiry
About five weeks of pressure-washing ads
How it was measured
Calls and forms recorded by Google Ads from the pressure-washing ads, divided by clicks on those ads over the same days. Rounded toward the lower rate.
+47%
Pressure-washing click-through rate in the last two weeks, against the first two
About five weeks of pressure-washing ads
How it was measured
Clicks divided by times the ads were shown, last 14 days of the run against the first 14 days. Rounded down. The share of clicks that became enquiries was about the same in both.
53%
Pressure-washing clicks for concrete: resurfacing, cleaning, sealing and driveways
About five weeks of pressure-washing ads
How it was measured
Clicks on ad groups for concrete resurfacing, cleaning and sealing, driveways, oil stains and pavers, as a share of all pressure-washing clicks. Rounded down. The same groups drew 55% of the enquiries Google Ads recorded.
57%
Pressure-washing enquiries that came through a web form rather than a call
About five weeks of pressure-washing ads
How it was measured
Form enquiries as a share of all calls and forms Google Ads recorded from the pressure-washing ads. The client's own enquiry records give the same split.
86%
Clicks on the home and commercial cleaning ads that came from phones
First 26 days of the cleaning ads
How it was measured
Clicks from mobile phones as a share of all clicks on the cleaning ads over the same days. Rounded down. The pressure-washing figure was 68%.
About 1 in 3
Cleaning-ad clicks from end-of-lease, bond, vacate and move-out searches
First 26 days of the cleaning ads
How it was measured
Clicks on the end-of-lease, bond, vacate and move-out ad groups as a share of all clicks on the cleaning ads. Rounded toward the lower share.
How we measured +
Pressure washing and cleaning ran in separate accounts and are reported separately. Enquiries are calls and web forms recorded by Google Ads. The pressure-washing window covers about five weeks; the cleaning window covers its first 26 days. Service shares follow the ad group.
In one minute
The 60-second version
Superior Group Australia, from the brief to the result in 5 short slides.
01 The business
One Melbourne business, two kinds of cleaning
Superior Group Australia cleans homes and workplaces across Melbourne, and runs pressure washing as SGA Pressure: concrete, driveways, brick walls, decks, windows and graffiti.
02 The problem
Very different jobs under one roof
An oven clean and a concrete reseal have little in common. Each needed its own ads, its own message and its own measure of what was working.
02
03 What we built
Separate accounts for exterior work and for cleaning
Pressure washing runs in its own account, split by surface. Home and commercial cleaning run in another, split by the type of clean, with end-of-lease, bond and vacate cleans in their own ad groups.
04 What happened
About 1 in 7 pressure-washing clicks became an enquiry
Over about five weeks of pressure-washing ads, about 1 in 7 clicks became an enquiry, and the click-through rate rose 47% from the first fortnight to the last at the same enquiry rate.
About 1 in 7pressure-washing clicks became an enquiry
05 What we learned
Concrete leads exterior work, and phones lead cleaning
Concrete work drew 53% of pressure-washing clicks. On the newer cleaning ads, 86% of clicks came from phones and about 1 in 3 came from end-of-lease, bond, vacate and move-out searches.
53%of pressure-washing clicks were for concrete work
01 / 05
Insights
What the data showed
Details from the Superior Group Australia project. Open a card for the finding and its source.
Service01
53%
Concrete work drew more than half of the pressure-washing clicks and enquiries.
Concrete work53%
Every other surface47%
Resurfacing, cleaning and sealing concrete, along with driveways, oil stains and pavers, took 53% of clicks and 55% of the enquiries Google Ads recorded. Brick and wall cleaning, windows, decks and graffiti made up most of the rest, and commercial surfaces just over a tenth of clicks. Concrete is the work to keep funded first.
Source and basis. Clicks and recorded enquiries grouped by the surface each ad group targets, about five weeks of pressure-washing ads. Rounded down.
Search02
+47%
Pressure-washing click-through rate rose 47% from the first fortnight to the last, at the same enquiry rate.
First two weeks1×
Last two weeks1.47×
In the last two weeks of the run, 47% more of the people who saw an ad clicked it than in the first two weeks. The share of clicks that became enquiries held at about 1 in 7. With the enquiry rate steady, the higher click-through rate meant more enquiries for every thousand times the ads were shown.
Source and basis. Clicks divided by times the ads were shown, last 14 days of the pressure-washing run against the first 14 days. Rounded down. Enquiry rate is calls and forms recorded by Google Ads divided by clicks in each fortnight.
Device03
86%
Cleaning searchers were even more likely to be on a phone: 86%, against 68% for pressure washing.
Home and commercial cleaning86%
Pressure washing68%
86% of clicks on the home and commercial cleaning ads came from phones, compared with 68% on the pressure-washing ads. Both streams need pages and forms that work on a phone first, and the cleaning stream most of all.
Source and basis. Clicks from mobile phones as a share of all clicks, measured separately for each account: the first 26 days of the cleaning ads and about five weeks of pressure-washing ads. Rounded down.
Website development · Superior Group Australia
We built their website, too.
Explore the website we designed for Superior Group Australia: the pages, the mobile experience and the path to an enquiry.
Explore Superior Group Australia’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.
Make exterior work the first-screen subject — A dark navy background and gold accents frame the exterior-cleaning message. The white form asks for the surface-related service and suburb, while quote and call actions remain distinct.
01 / 02 · Make exterior work the first-screen subject — A dark navy background and gold accents frame the exterior-cleaning message. The white form asks for the surface-related service and suburb, while quote and call actions remain distinct.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Superior Group Australia
Superior Group Australia is a Melbourne business that cleans homes and workplaces and runs pressure washing and exterior cleaning as SGA Pressure.
House cleaning and exterior surface services · Melbourne, VIC
SoudCoh services
Google Ads management
Enquiry tracking
Website design and landing pages
What we put in place
The campaign work
A pressure-washing account split by surface: concrete, driveways, brick and walls, decks, windows, graffiti and commercial sites.
A separate cleaning account split by the type of clean, with end-of-lease, bond, vacate and move-out cleans each in its own ad group.
Calls and forms recorded from the ads in each account, measured separately.
A review of clicks and enquiries by surface, service and device.
What the project delivered
The outcome
About 1 in 7 pressure-washing ad clicks became an enquiry, with concrete work drawing 53% of clicks and the click-through rate rising 47% across the run.
About 1 in 7 clicks on Superior Group Australia's pressure-washing ads became an enquiry, and concrete work drew more than half of the clicks. The business runs two kinds of cleaning, so it runs two kinds of ads, and each is measured on its own.
The business
Superior Group Australia is a Melbourne cleaning business with two sides. One cleans homes and workplaces: end-of-lease and bond cleans, deep and one-off house cleans, regular cleaning, ovens, carpets and commercial premises. The other runs as SGA Pressure: pressure washing and exterior cleaning for concrete, driveways, brick walls, decks, windows and graffiti, for homes and for commercial sites such as car parks and sports courts.
What we set out to do
An oven clean and a concrete reseal have little in common. They differ in equipment, scope and customer. The goal was to give each side its own advertising, show which surfaces and services drew interest, and measure each stream separately rather than blending them into one figure.
What we built
Pressure washing runs in its own Google Ads account, split by surface: concrete resurfacing, cleaning and sealing, driveways, oil stains, pavers, brick and wall cleaning, decks and patios, house and soft washing, windows, graffiti and commercial sites. Home and commercial cleaning run in a second account, split by the type of clean, with end-of-lease, bond, vacate and move-out cleans each given its own ad group. In both accounts the main ad groups send people to the page for that service, such as concrete resurfacing, driveway cleaning, end-of-lease cleaning or oven cleaning.
The SGA Pressure home page asks for the surface-related service and suburb beside separate quote and call actions.
Calls and forms from each account are recorded against the ads that produced them. The website behind the pressure-washing ads is covered in the SGA Pressure website case study.
What happened
Over about five weeks of pressure-washing ads, about 1 in 7 clicks became an enquiry. 57% of those enquiries came through a web form and the rest by phone. The click-through rate rose 47% from the first two weeks to the last two, and the share of clicks that became enquiries held steady.
The cleaning ads are newer. In their first 26 days, 86% of clicks came from phones, and about 1 in 3 came from end-of-lease, bond, vacate and move-out searches.
Concrete leads the exterior work
Ad groups for concrete resurfacing, cleaning and sealing, driveways, oil stains and pavers drew 53% of pressure-washing clicks and 55% of recorded enquiries. Brick and wall cleaning, windows, decks and graffiti made up most of the rest, with commercial surfaces just over a tenth of clicks. Concrete is the work to keep funded first.
Phones lead the cleaning
Phones accounted for 68% of pressure-washing clicks and 86% of cleaning clicks. Both streams need pages and forms that work on a phone first, and the cleaning stream most of all. Move-out cleans earn their own ad groups because they come with a deadline and a clear brief.
How we measured it
An enquiry is a web form or phone call recorded by Google Ads from the ads. Each account is measured on its own days, and no figure combines the two. Job outcomes were not recorded against these enquiries, so this study reports the ads' performance up to the enquiry. For a cleaning business with more than one kind of work, see our Google Ads management and our marketing for cleaning businesses.
Key campaign decisions+
About 1 in 7 clicks on the pressure-washing ads became an enquiry, by web form or phone call.
Concrete resurfacing, cleaning and sealing drew 53% of pressure-washing clicks and 55% of recorded enquiries.
The pressure-washing click-through rate rose 47% from the first two weeks to the last two, while the enquiry rate held.
On the newer cleaning ads, 86% of clicks came from phones, and about 1 in 3 came from move-out cleaning searches.
Tags
Google Ads
Pressure washing and cleaning
Melbourne, VIC
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.
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 cost per lead, 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.
We divided the calls and forms Google Ads recorded from the pressure-washing ads by clicks on those ads over the same days, from the first to the last day of the run. The rate is rounded toward the lower figure.
Why are pressure washing and cleaning measured separately?
They are different jobs with different customers, and they run in separate Google Ads accounts. Combining them would hide what each one does, so every figure on this page belongs to one stream only.
Which pressure-washing services drew the most interest?
Concrete: resurfacing, cleaning and sealing, along with driveways, oil stains and pavers. Those ad groups drew 53% of clicks and 55% of recorded enquiries. Brick and wall cleaning, windows, decks and graffiti made up most of the rest.
What do the cleaning ads show so far?
The cleaning ads are newer. In their first 26 days, 86% of clicks came from phones and about 1 in 3 came from end-of-lease, bond, vacate and move-out searches, so those cleans sit in their own ad groups.
What do the results in this Superior Group Australia 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: About five weeks of pressure-washing 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.
— 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
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Delivered: 633 pages: 18 services, 554 suburb pages, 48 guides, three region pages and the core pages. Service pages written for facility managers, with frequency guidance and planning material to download.
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Website delivery
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Delivered: 58 pages: 14 services, 12 industry pages in the sitemap, 20 guides and the help pages a facility manager checks. Industries and Services menus, with 19 industries and 14 services each on its own page.
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