The Problem / Goal
As a growing trades business, Pressure Washing Guy wanted to keep technicians’ calendars full year‑round without wasting budget. Competing contractors were crowding the same search results, driving up cost per click and producing low‑intent traffic. The company needed a strategy that would:
- Generate a consistent pipeline of high‑quality leads, not just price‑shoppers.
- Maintain cost per lead (CPL) while scaling spend to fuel growth.
- Stand out on Google for high‑intent searches such as “roof cleaning Melbourne,” “gutter cleaning” and “pressure washing near me.”
- Convert web visitors quickly through clear calls‑to‑action and frictionless enquiry forms.
- Smooth seasonal dips in demand so lead volume remained stable even during slower periodsnoammarkting.reportgarden.com.
Their primary goal was to improve visibility for key search terms related to their product offerings and content while establishing a strong foundation for future growth in organic traffic.
The Solution
Search‑First Paid Media Strategy
The agency built a search‑centric Google Ads account supported by Performance Max for incremental reach. The account was segmented into:
- High‑Intent Search Campaigns. Dedicated campaigns targeted keywords such as roof cleaning, gutter cleaning, high pressure washing and roof cleaning near me. Ad copy combined urgency (“same‑day service”), trust (“fully insured, eco‑friendly”) and offers (“free call‑out inspection,” “10 % off first wash”) to attract ready‑to‑book homeowners. Headline A/B tests allowed the team to refine messaging.
- Performance Max. To supplement search volume, a Performance Max campaign ran across search, display, YouTube and Gmail. This channel provided additional visibility and remarketing opportunities at a lower CPL, ensuring enquiries kept flowing even when search demand softened.
- Dynamic Ads for Specific Services. A dynamic lead campaign focused on roof and gutter cleaning, allowing Google to match ad copy to users’ search terms and generate incremental enquiries.
Geo‑targeting was limited to Melbourne and nearby suburbs to prevent budget waste. Call extensions and call‑only ads encouraged phone enquiries, while responsive lead form ads captured web submissions. Conversion tracking recorded phone calls from the website, completed forms and calls from adsnoammarkting.reportgarden.com, enabling precise CPL measurement.
Conversion‑Focused Website SEO Enhancements
Paid traffic was backed by a clear and conversion‑oriented website. The agency:
- Created dedicated service pages for roof cleaning, gutter cleaning, solar panel cleaning and more. Each page explained benefits like removing moss and algae, preventing water damage and extending roof lifespan, and highlighted advantages such as eco‑friendly solutions and experienced technicians.
- Positioned a “Arrange a Free Quote” form prominently above the fold on every page. The form asked for name, contact details, postcode and service required and was paired with trust badges promising free call‑out inspection, fast service and professional expertise.
- Embedded Google reviews on service pages to build social proof.
- Improved technical SEO fundamentals: descriptive title tags, H1 headings matching target keywords, internal links between service pages and a locally optimised footer with service areas and phone numbers. These changes supported organic rankings for key phrases and ensured that ads drove visitors to relevant, high‑quality content.
Continuous Optimisation
The team did not set and forget. Weekly reviews of Google Ads data and GA4 analytics ensured campaigns evolved based on performance. Keyword search terms were analysed to add negatives and concentrate spend on converting phrases. Ad copy tests compared calls‑to‑action (e.g., “free quote today” versus “same‑day call‑out fee”) to improve click‑through rate. Budgets were reallocated toward campaigns and keywords that delivered the best CPLs, and Performance Max targeting was tightened when enquiries trended lower. During seasonal dips (e.g., December holidays), budgets were shifted to high‑performing search campaigns and messaging emphasised reliability and early bookings to stabilise lead volumenoammarkting.reportgarden.com.
The Results
Lead Volume & Efficiency
Between 1 Jan 2024 and 26 Jan 2026, the campaign generated 1,165 leads across phone calls and web enquiriesnoammarkting.reportgarden.com. The account drove 13,851 clicks on 618 K impressions at a total spend of A$93,967 and an average CPC of A$6.78noammarkting.reportgarden.com. Overall cost per lead averaged around A$80.6noammarkting.reportgarden.com—a strong return given the high value of roof and gutter cleaning jobs.
Campaign‑Level Performance
A breakdown of major campaigns shows how strategic allocation delivered both volume and efficiency:
| Campaign | Clicks | Conversions | Spend | Cost per Conversion | Insight |
|---|---|---|---|---|---|
| Performance Max | 8,799 | 534.5 | A$11,483.32 | ≈ A$21.48 | Generated inexpensive leads and kept the pipeline full, though some enquiries were lower intent. |
| High-Intent Search | 4,847 | 545 | A$74,323.40 | ≈ A$136.37 | Delivered the highest-quality leads; CPL was higher but customers booked larger services. |
| A/B Test Search | 451 | 76 | A$7,609.36 | ≈ A$100.12 | Provided insights into which headline and call-to-action combinations resonated. |
| Dynamic – Leads | 103 | 10 | A$550.65 | ≈ A$55.06 | Captured niche queries at a low CPL. |
These results demonstrate that balancing high‑intent search with Performance Max allowed the business to acquire both quality and volume. Search ads attracted homeowners ready to book, while Performance Max kept technicians’ schedules full at a lower cost per lead.
Keyword & Creative Insights
Analysis of search terms showed that prospects were very specific in their intent. Broad‑match “gutter cleaning” keywords produced 143 conversions, while phrase‑match variants added 87.5 conversionsnoammarkting.reportgarden.com. Broad‑match “roof cleaning” generated 66 conversions, and niche phrases like “tile roof cleaning” and “roof cleaning near me” delivered additional enquiriesnoammarkting.reportgarden.com. By concentrating spend on these high‑performing keywords and excluding irrelevant terms, the account maintained controlled CPCs and consistent lead quality.
Creative testing revealed that ads combining urgency, offers and local trust performed best. A roof‑cleaning headline promising “Roof Cleaning Experts | Same Day $0 Call‑Out | Save 10 % on 1st Wash” generated around 188 conversions on A$27,234 spendnoammarkting.reportgarden.com. Gutter‑cleaning ads with similar messaging produced 175 conversions on A$22,282 and 123 conversions on A$16,253noammarkting.reportgarden.com. These results confirm that clear benefits and promotional incentives resonate with homeowners.
Managing Seasonality
December is typically a slow month for home services. In December 2025, the campaigns delivered 44 leads (23 phone calls, 20 form submissions and 1 call from ads) at a CPL of roughly A$193noammarkting.reportgarden.com. Although cost per lead spiked, shifting budget to high‑performing search campaigns and remarketing placements helped maintain visibility. As January demand rebounded, the refined keyword set and improved creative allowed CPLs to return to normal levels.
