SparkleWorks Commercial · Commercial and office cleaning · Melbourne, VIC
SparkleWorks Commercial's Google Ads build gives 11 types of commercial site their own ads and landing page. The campaign has 23 ad groups, each pairing a type of site with a Melbourne area, from offices in the CBD to warehouses in Dandenong South. Job-seeker, home-cleaning and do-it-yourself searches are blocked, and every call and form from the ads was tracked to the ad group behind it.
SparkleWorks Commercial · Melbourne, VIC
The advertising covers moving and home cleaning, commercial cleaning and exterior and hard surfaces.
Campaign schedule · Sydney local time
The results
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
11
types of site or clean, each with its own ads and landing page
Campaign build
How it was measured
Count of distinct service pages used as landing pages by the ads in the campaign we built, one for each type of site or clean.
23
Ad groups, each pairing a type of site with a Melbourne area
Campaign build
How it was measured
Count of ad groups in the search campaign we built.
12
Named Melbourne areas with their own ad groups, from the CBD to Dandenong South
Campaign build
How it was measured
Count of distinct suburbs and districts named in ad groups. Melbourne-wide ad groups are not counted.
3
Ads written for each ad group, each naming its type of site
Campaign build
How it was measured
Responsive search ads per ad group in the campaign we built.
36
Negative keywords that keep out job seekers, home cleaning and other off-target searches
Campaign build
How it was measured
Count of negative keywords on the campaign we built.
This study covers the delivered campaign structure: service groups, messages, location targeting and matching pages. Counts and chart shares describe those campaign elements.
In one minute
SparkleWorks Commercial, from the brief to the result in 5 short slides.
The business
SparkleWorks Commercial runs daily, periodic and one-off cleaning for offices, healthcare, retail, hospitality and industrial sites across Melbourne, including after-hours work.
What we built
Offices in the CBD, Southbank and Docklands, warehouses in Laverton North, Campbellfield and Dandenong South, strata in Toorak, Brighton and Port Melbourne. Each ad group lands on its own page.
Insights
Details from the SparkleWorks Commercial project. Open a card for the finding and its source.
30%
Offices got the widest cover: the CBD, Southbank, Docklands, South Yarra and Box Hill each have their own office ad group. Warehouses and strata buildings got three ad groups each, and the rest of the site types one or two.
Source and basis. Share of the 23 ad groups in the campaign we built, grouped by type of site. Rounded down.
74%
Warehouses are paired with industrial suburbs in the west, north and south-east, offices with the CBD and inner business districts, and strata with established bayside and inner suburbs. An ad that names the area and the type of site reads as written for that business, which is what a facilities manager is looking for.
Source and basis. Ad groups whose name pairs a type of site with a named suburb or district, as a share of all 23 ad groups in the campaign we built. Rounded to whole numbers.
30%
Cleaning searches draw job seekers, and every click from one costs the same as a click from a client. Job and wage searches make up 30% of the negative keyword list, followed by do-it-yourself and supply searches, other cities, home cleaning and equipment hire. The quote form backs this up by pointing job seekers to the careers page.
Source and basis. Negative keywords on the campaign we built, grouped by theme, as a share of the whole list. Rounded down.
Word for word from SparkleWorks Commercial's account. Each one served on Google.
Sponsored
SparkleWorks Commercial
sparkleworks.com.au/MedicalClean/Melbourne
Medical Cleaning | Medical Cleaning Melbourne | 48-Hour Express Start
Local Melbourne crews, local supervisors. 48-hour express mobilisation if needed. Outbreak response under 4 hours across VIC. Fixed-price quotes, no mystery clauses.
A real ad we wrote and ran for SparkleWorks Commercial.
Website development · SparkleWorks Commercial
Explore the website we designed for SparkleWorks Commercial: the pages, the mobile experience and the path to an enquiry.
Read full website case study
Website showcase
Explore SparkleWorks Commercial’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.
01 / 02 · Make the office setting the subject — The office-service page changes the headline and context while retaining the enquiry panel. It lets the customer move from the wider catalogue into a focused workplace explanation.
The brief, the work and what it delivered.
The starting point
SparkleWorks Commercial is a Melbourne commercial cleaning business running daily, periodic and one-off cleaning for offices, healthcare, retail, hospitality and industrial sites.
Commercial and office cleaning · Melbourne, VIC
What we put in place
What the project delivered
A campaign that gave 11 types of commercial site or clean their own ads and landing page across 12 named Melbourne areas, with calls and forms traced to the ad group behind them.
White paper · PDF
Marketing for home services in Australia
58 pages · 2.3 MB
Download this PDFRead it on the pageSparkleWorks Commercial's Google Ads build gives 11 types of commercial site their own ads and landing page. From offices and hotels to warehouses and strata buildings, each type of site is paired with the Melbourne areas where those sites are found.
SparkleWorks Commercial is a Melbourne commercial cleaning business. It runs daily, periodic and one-off cleaning for offices, healthcare, retail, hospitality and industrial sites, including after-hours work, and offers a site walk-through before quoting.
Every type of site is a different brief. An office needs a nightly roster, a warehouse a heavy-duty clean, a strata building its common areas kept presentable, and a commercial kitchen a periodic deep clean. A single cleaning ad cannot speak to all of them. Cleaning searches also draw job seekers and people wanting their home cleaned, and those clicks cost the same as a click from a client.
We built one search campaign with 23 ad groups, each pairing a type of site with a place: offices in the CBD, Southbank, Docklands, South Yarra and Box Hill; warehouses in Laverton North, Campbellfield and Dandenong South; strata buildings in Toorak, Brighton and Port Melbourne; hotels in the CBD and Southbank; restaurants and kitchen deep cleans in Richmond; builders cleans in Box Hill; and pressure washing in Dandenong South. Melbourne-wide ad groups cover schools and childcare, medical sites, gyms, builders cleans and general commercial cleaning.
Each ad group has three ads written for it, and every ad sends people to the page for that type of site, eleven pages in all. The ads lead with the points a facilities manager looks for: police-checked and inducted crews, a local supervisor, after-hours service and a site walk-through before the quote.
A list of negative keywords keeps out job and wage searches, home and domestic cleaning, do-it-yourself and supply searches, equipment hire and other cities. The quote form backs this up by pointing job seekers to the careers page. Calls and forms from the ads were tracked to the ad group behind them, so results could be read by type of site and by area.
The website is covered in the SparkleWorks Commercial website case study.
Commercial sites cluster. Warehouses sit in the industrial suburbs of the west, north and south-east. Offices concentrate in the CBD and the inner business districts. Strata buildings with shared lobbies and common areas are common in established bayside and inner suburbs. Pairing each site type with the areas where it is found means the ad names both the place and the kind of site, which is what a facilities manager scanning the results is looking for.
17 of the 23 ad groups name an area. The rest cover site types, such as schools, medical sites and gyms, that are spread across the whole city.
The campaign links each commercial setting with relevant local ads, a dedicated landing page and a site quote form. Related work includes the FacilityWorx campaign on the Gold Coast. Explore our Google Ads management for commercial cleaning businesses.
Tags
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.
Put your own numbers to work: the lead-to-job calculator, with your own click price and close rate. It takes about a minute and asks for nothing.
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.
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.
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.
We discuss your services, customers, website and goals, then identify the most useful next step.
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
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.
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
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.
How the results were measured and how the approach could apply to cleaning businesses.
The first call is free and there is no deck.
Book a callBecause each is a different brief. An office manager, a strata committee and a warehouse operator want different things from a cleaner, and an ad and page written for their type of site answers them directly instead of with a general cleaning message.
Commercial sites cluster. Warehouses sit in industrial suburbs, offices in the CBD and inner business districts, and strata buildings in established bayside and inner suburbs. Naming the area alongside the site type makes the ad read as local and specific.
Job and wage searches are the largest group in the negative keyword list, alongside home cleaning, do-it-yourself searches, equipment hire and other cities. The quote form on the website also points job seekers to the careers page before they fill it in.
A Google Ads search campaign with 23 ad groups, each pairing a type of site with a Melbourne area. Three ads per ad group and a landing page for each of the 11 types of site or clean. A negative keyword list that keeps out job seekers, home cleaning, do-it-yourself searches, equipment hire and other cities. Tracked calls and forms traced to the ad group behind them.
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Result basis: Campaign build. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
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.
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.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
CleaningCampaign case study
Gold Coast, QLD
−44%
lower cost per enquiry
Last 30 days against the first 30 days of ads
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Read case study
CleaningCampaign case study
Melbourne, VIC
1 in 8
Google Ads clicks became a call or quote request
Since ads began
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1/4 · Home page
Website development
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Quote the property
service, suburb, size and move-out date in one form
Website delivery
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EOL Melbourne is an end of lease cleaning business working across metropolitan Melbourne, VIC, for tenants, owners and property managers.
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Website development
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Service + quote
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Website delivery
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A Plus Lightning Carpet Cleaning is a Central Coast business cleaning carpets, upholstery, mattresses and rugs, and handling moving cleans.
CleaningCampaign case study
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Commercial cleaning
campaigns organised around premises and services
Campaign delivery
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CleaningCampaign case study
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1 in 7
Google Ads clicks became a quote request or tracked call
Since ads began
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1/4 · First screen
Website development
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Before + after
interactive cleaning demonstrations and a quote form
Website delivery
Clean Effortlessly: an interactive cleaning page that shows the before and after. See the design, service pages and enquiry experience.
Clean Effortlessly is an end-of-lease cleaning company based in Granville, serving tenants moving out across Sydney.
1/4 · Home page
Website development
Melbourne, VIC
Plan the clean
service scopes, planning guides and proposal forms
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.
Explore the services behind this engagement, alongside our work for cleaning businesses.
The case study records what happened. These explain the channel, measurement or operating decisions behind the result.
What a cleaning enquiry costs on Google Ads — Typical cost per lead for residential and commercial cleaning, and why commercial leads are worth more.
Boost Cleaning Melbourne: choosing which cleaning services to promote — Use Boost Cleaning Melbourne’s service range to plan focused cleaning ads, useful quote questions and a practical review of the work each campaign brings.
Kleening Crew: why Sydney and Brisbane need separate local briefs — Use Kleening Crew’s Sydney and Brisbane websites to plan local service briefs, clear cleaning packages and quote journeys suited to each market.
The work behind this one is written up in full under winning commercial cleaning contracts, and the method our ad accounts run on sets out the sequence in order.
Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.
A real conversation and a written list of opportunities.