How Jim's Cleaning Melbourne got more leads from a smaller Google Ads budget

Jim's Cleaning is a national franchise covering household, commercial, office and carpet cleaning, and we run Google Ads for a number of its franchisees. The Melbourne account was already performing well. Then COVID-19 arrived, budgets were cut immediately, and the brief changed: keep the leads coming with fewer dollars behind them.

Producing results with fewer resources is never a quick fix. There was no single lever to pull, so we treated it as a twelve month project: find an efficiency each month, bank it, and move on to the next one, until the account was doing noticeably more with noticeably less.

The foundation was campaign structure. We segmented the account by service so each one could carry its own cost per lead target: household cleaning has always converted far cheaper than commercial, so it makes no sense to hold both to the same number. From there it was a matter of trimming and, later, automating.

None of this was instant. Efficiency came from regular adjustments and optimisations over twelve months, each one compounding on the last. The account now runs on a strong structure with high quality scores, a low cost per click, and the bulk of the budget sitting behind high converting keywords, delivering more leads for less spend.

The structure is in place, so every month from here is another round of small refinements. We keep the franchisees' cost per lead moving in the right direction.