Local Service / Trades
Pressure Washing Guy
Building a predictable lead pipeline for a growing trades business through Google Ads.
1,165 Leads
Generated through Google Ads campaigns
The Challenge
Keeping the Calendar Full Year-Round
Pressure Washing Guy needed a consistent pipeline of high-quality leads to keep technicians busy, even during slow seasonal periods.
- Competing contractors crowding search results. Multiple pressure washing companies bidding on the same keywords, driving up cost per click.
- Seasonal demand fluctuations. December is typically slow for home services. The business needed lead volume even during quiet months.
- Lead quality over quantity. Not just any lead. They needed homeowners ready to book, not price-shoppers or irrelevant traffic.
- Scaling spend without losing efficiency. Maintaining cost per lead while increasing total volume.
Our Approach
Search and Performance Max Strategy
A Google Ads program built around high-intent search campaigns, continuous keyword optimisation, and Performance Max for incremental reach.
High-Intent Search Campaigns
Targeted keywords like ‘roof cleaning Melbourne’, ‘gutter cleaning’, and ‘pressure washing near me’. Weekly search term reviews ensured spend went to high-converting queries.
Keyword and Creative Testing
Top 15 keywords separated into individual ad groups for focused optimisation. Ads combining urgency, offers, and local trust performed best.
Performance Max Expansion
Dynamic Search Ads and Performance Max campaigns captured additional lead opportunities across channels, keeping technicians’ schedules full at lower CPL.
Landing Page Optimisation
Page speed and user experience improvements increased conversion rates and improved Google Ads quality scores.
Negative Keyword Management
Continuous exclusion of irrelevant terms kept CPCs controlled and lead quality high.
Seasonal Budget Management
Budget shifted to high-performing search campaigns and remarketing during slow periods like December to maintain visibility.
The Results
Numbers Pulled From the Ad Accounts
Total Leads
1,165
Consistent pipeline of qualified leads across roof cleaning, gutter cleaning, and pressure washing services.
Cost Per Lead
$80
Maintained while scaling total volume. Search campaigns delivered bulk volume at controlled CPCs.
Top Campaign
188 conversions
Roof cleaning headline: ‘Roof Cleaning Experts | Same Day $0 Call-Out | Save 10% on 1st Wash’ on A$27,234 spend.
Gutter Cleaning
298 conversions
Combined from two top ad groups. A$22,282 and A$16,253 in spend respectively.
Keyword Performance
143 conversions
Broad-match ‘gutter cleaning’ alone. Phrase-match variants added 87.5 more. ‘Roof cleaning’ added 66 conversions.
Reach
618K impressions
13,851 clicks delivered from search and Performance Max campaigns combined.
Want results like these?
Let’s talk about what we can do for your business.