Case study · Home services · Melbourne · Google Search
Real enquiries from Google Search for a Melbourne cleaning business.
Success redefined as real enquiries only, one campaign per service, exact local keywords, and a cost-per-lead target the account was built around.
217
primary leads
A$34.82
cost per lead
22.3%
conversion rate
9.24%
click-through rate
SOURCE Google Ads export · Primary leads = quote forms, WhatsApp, tracked calls.
In short
A Melbourne home-services business cleaning carpets, couches, mattresses and pet stains ran Google Search with Noam Marketing. Counting only real enquiries (quote forms, WhatsApp chats and tracked calls), the account produced 217 leads at A$34.82 each on A$7,555.89 of media spend, inside its A$35 target.
Account run and written up by NoamThe challenge
The right searches and honest tracking.
- 01
Inflated conversions
Counting page views and scrolls produced 2,985 “conversions” and misled bidding.
- 02
Structure
Services people search for separately were lumped together.
- 03
Lead quality
More traffic wasn’t the goal; real enquiries were.
What I did, and why
Six changes.
- 01
Real enquiries only.
Success judged on 217 primary leads: quote forms, WhatsApp chats and tracked calls.
- 02
One campaign per service.
Carpet, couch, mattress and pet-stain cleaning each with matching keywords, ads and pages.
- 03
High-intent local keywords.
Exact service + location and “near me” searches.
- 04
A cost-per-lead target.
Worked to a A$35 target across ad groups.
- 05
Several ways to enquire.
Form, WhatsApp and phone all counted.
- 06
Measured by service.
To see which lines drive volume and where to scale.
Results
Leads by service.
| Service | Primary leads | Cost per lead |
|---|---|---|
| Couch and sofa | 85 | A$35.57 |
| Carpet | 79.5 | A$35.49 |
| Mattress | 29 | A$31.18 |
| Pet stain and odour | 23.5 | A$34.34 |
What this does and doesn’t show
Limits worth knowing.
- No closed-sale revenue was shared, so there’s no revenue ROAS. The roughly A$250 lead value was supplied by the business.
- Figures are self-reported from the client’s ad accounts and store data for this business and period. They’re evidence of the approach, not a forecast for another business.
Want the same approach applied to your numbers?
A free 30-minute call with me. I’ll tell you what I’d change first.
On the call
- A free 30-minute call with Noam, not a salesperson.
- A look at your site, ads and tracking before we talk.
- A clear view of where the strongest opportunity sits.
- What I’d do first, and whether I’m the right fit.