6 months
−66%
Cost per lead
$80
Before
$27
After
4.8×Leads per month
+69%CTR
Meta Ads · Tracking & Analytics Updated
How Meta Ads Brought an Australian Commercial Cleaning Company 4x More Booked Jobs in 3 Months
This commercial cleaning company was paying A$150 for every lead from Facebook. Three months later, it was getting four times the leads and four times the booked jobs, at A$45 per lead.
Results
3 months
Source: Meta Ads account data
- Booked jobs / month
- 80
- +300% vs. month 1
- Leads per month
- 220
- +300% vs. month 1
- Cost per lead
- A$45
- -70% vs. month 1
- CTR
- 4.4%
- +47% vs. month 1
- Client
- Commercial Cleaning Company (Australia)
- Industry
- Local Services
- Market
- Australia
- Channels
- Facebook Ads, Instagram Ads
- Timeframe
- 3 months
- Led by
- Sirajul Islam (Siraj)
Tools & platforms
- Meta Ads Manager
- Meta Events Manager
- Meta Pixel
- Meta Conversions API
- Meta Instant Forms
Overview
A Commercial Cleaner With a Wide Range of Services
This client is a commercial cleaning company in Australia. They clean offices, strata buildings, restaurants, childcare centres, warehouses and churches, and they even handle aircraft, bus and train cleaning. Their customers are business owners, strata managers and facility managers who need a cleaner they can rely on. The goal was to get more of these decision makers to book a consultation, without paying so much for every lead.
The challenge
Good Jobs, but Each Lead Cost Too Much
When we started, the ads brought in about 55 leads a month at A$150 per lead, and around 20 of those turned into booked jobs. The leads were good, but each one was expensive. Only 3% of people who saw an ad clicked, and the ads reached people well outside the areas the team could service. There was also no easy, low-pressure way for a business owner to take the first step.
The solution
Easy Forms, Local Targeting and Real Proof
We started by setting up the Meta Pixel with the Conversions API so every lead was tracked properly. Then we built new lead form pages on the website and new Instant Forms on Facebook and Instagram, so people could reach out whichever way suited them. We added a clear offer, a free consultation, and limited the ads to the local postcodes the company covers. We swapped stock images for real photos and videos from the team's own jobs, along with video reviews from real customers. Finally, we added remarketing for past website visitors and used qualifying questions to filter out leads that weren't a fit.
Results
Month 1 vs. Month 3
Same company, same service areas, three months apart. Here's how the numbers moved.
Before
Good Leads at a High Price
The ads brought in 55 leads a month at A$150 each, and about 20 became booked jobs.
After
Four Times the Work
By month three, the ads brought in 220 leads a month at A$45 each, and 80 became booked jobs.
Booked jobs per month
2080
4×
Leads per month
55220
4×
Cost per lead
A$150A$45
−70%
Cost per booked job
A$413A$124
−70%
CTR
3%4.4%
+47%
First month of work vs. third month of work
Execution
What We Did, Step by Step
-
Phase 1
Fix the Tracking
We set up the Meta Pixel with the Conversions API so every website and Instant Form lead was tracked.
-
Phase 2
New Lead Forms and Offer
We built new lead form pages on the website and new Instant Forms, and launched a free consultation offer.
-
Phase 3
Postcode Targeting and Real Content
We limited ads to the local postcodes the company serves and replaced stock images with real job photos, videos and video reviews.
-
Phase 4
Remarketing and Lead Filtering
We remarketed to past website visitors and added qualifying questions so the team spent time on the right businesses.
FAQ
Questions about this project
How did leads grow 4x while cost per lead dropped?
Tighter local targeting meant less money went to people the company couldn't serve. Better creatives lifted CTR, and easier forms meant more of those clicks became leads.
Does Facebook work for commercial cleaning?
Yes. Business owners and facility managers scroll Facebook and Instagram too. When the ad shows real work and offers a free consultation, it's an easy first step for them.
Why offer both Instant Forms and website forms?
Some people want to send their details in a few taps without leaving the app. Others want to look around the website first. Giving them both options meant we didn't lose either group.
How long did it take?
Three months in total. Tracking and the new forms came first, then the offer, targeting and new creatives, then remarketing and filtering.
More results
Related case studies
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8×
Booked consultations per month
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40
After
5.3×Leads per month
−47%Cost per lead
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2×
Booked inspections per month
10
Before
20
After
+88%Leads per month
−10%Cost per lead
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