Twice the monthly enquiries, at a fraction of the cost
A Google Ads programme built and managed from scratch for a well-regarded Auckland cleaner — turning word-of-mouth growth into a steady, measurable pipeline of enquiries. In its first year it became the single biggest source of new customers, while the cost of each enquiry fell by around 60%.
The challenge
We built and ran a Google Ads programme from the ground up, structured around the services that matter most — house cleaning and exit (bond) cleaning as the core, with office cleaning and gift vouchers tested alongside. Each service got its own tightly themed campaign and ads, targeted to the right parts of Auckland, so searchers saw an ad that matched exactly what they were after.
Conversion tracking on quote forms and calls meant every enquiry was measured back to the campaign that earned it — so budget could follow results, not guesswork. From there it was continuous management: concentrating spend on what converted (house and exit cleaning), pausing what didn’t (office cleaning and gift vouchers), and tightening targeting and ad copy month after month. That discipline pushed the account’s optimisation score into the high 80s and steadily drove the cost of each enquiry down as the account learned.
What we did
We built and ran a Google Ads programme from the ground up, structured around the services that matter most — house cleaning and exit (bond) cleaning as the core, with office cleaning and gift vouchers tested alongside. Each service got its own tightly themed campaign and ads, targeted to the right parts of Auckland, so searchers saw an ad that matched exactly what they were after.
Conversion tracking on quote forms and calls meant every enquiry was measured back to the campaign that earned it — so budget could follow results, not guesswork. From there it was continuous management: concentrating spend on what converted (house and exit cleaning), pausing what didn’t (office cleaning and gift vouchers), and tightening targeting and ad copy month after month. That discipline pushed the account’s optimisation score into the high 80s and steadily drove the cost of each enquiry down as the account learned.
The results
Google Ads quickly became Margaritas’ most productive channel. In its first year it generated more than 700 enquiries and grew into the single biggest source of new customers — 45% of everyone arriving on the site for the first time came through it, ahead of both organic search and direct.
The programme also got more efficient as it matured. Cost per enquiry fell by roughly 60% from the opening month, and monthly enquiries roughly doubled from the first full month to their peak, with click-through rates on the core campaigns holding above 4.5%.
Search visibility climbed alongside the ads, too: over 16 months organic clicks grew around 4.5×, and the site’s average position in Google rose from about 51 to 12 — moving Margaritas from the fourth or fifth page of results onto the first for the searches that bring in work.
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