Cleaning & Maintenance · Case Study

Google Ads Recovery, Lead Growth & Franchise Expansion for Clean Australia Service

How HeyLead rebuilt a full Google Ads account from the ground up, resolved conversion tracking gaps, and scaled paid search performance to support multi-location franchise growth for one of Australia's leading cleaning service providers.

open_in_new Visit cleanaustralia.com.au
↑ Rapid
Lead volume recovery
post-agency switch
✓ Clean
Call & form tracking
fully resolved
2 New
Franchise locations
successfully launched
Excellent
Ad strength achieved
across core campaigns
Client
Clean Australia Service
Australia
Industry
Cleaning & Maintenance
Commercial & residential
Market
Australia
Multi-location, franchise model
Engagement
Google Ads & SEM
Tracking & franchise growth
Business Overview

A scaling cleaning business turning paid search into a franchise growth engine

Clean Australia Service is a well-established Australian cleaning services provider delivering commercial, residential, and specialised cleaning solutions across major metropolitan areas. As the business expanded, they began transitioning toward a franchise-based growth model — requiring reliable lead flow, scalable marketing systems, and consistent service demand across regions.

In the cleaning industry, success depends heavily on high-intent local search visibility, mobile-first lead capture, consistent lead quality, and strong Google reviews. Google Ads became the core acquisition channel, particularly for service-driven searches such as apartment cleaning, commercial cleaning, and regional cleaning requests.

HeyLead partnered with Clean Australia Service to rebuild, stabilise, and scale their paid search performance — supporting both immediate lead generation and long-term franchise growth.

What Success Requires in This Industry
  • location_on
    High-intent local search visibility across metro areas
  • smartphone
    Mobile-first lead capture for on-the-go service searches
  • verified
    Consistent lead quality — not just volume
  • star
    Strong Google reputation and 5-star review generation
Campaign Goals
check_circle Restore and stabilise paid search performance
check_circle Scale lead volume to support franchise expansion
check_circle Build clean, accurate conversion tracking
The Challenge

Performance decline, tracking gaps, and a franchise ready to scale

trending_down

Performance Drop After Agency Change

After a period with another agency, paid search performance declined and results did not meet expectations. This created reduced confidence in campaign direction, slower lead momentum, and urgency to stabilise acquisition. By mid-2025, leadership proactively reached out to HeyLead to restore performance based on prior success.

bar_chart

Need for Scalable Lead Volume

As the business grew, the client required higher and more consistent lead volume, confidence to scale campaigns without sacrificing quality, and a paid search structure capable of supporting new franchise locations entering new markets.

analytics

Tracking & Attribution Gaps

Accurate conversion tracking was critical to scaling. Issues existed across Google Analytics reporting (including "Not Set" queries), lead attribution across calls and forms, and mobile conversion visibility. Without clean data, scaling spend responsibly was not possible.

store

Franchise Expansion Requirements

The business was actively transitioning to a franchise model. Each new location required region-specific targeting, demand-appropriate bidding, and independent campaign structures — all while maintaining performance across existing markets.

Execution & Improvements

A recovery-and-scale framework built for sustainable, measurable growth

Every initiative was designed around one outcome: turning paid search into a predictable, scalable lead engine — for today's locations and tomorrow's franchises.

01

Google Ads Account Rebuild & Recovery

HeyLead performed a full SEM "new build" — modernising the entire account structure to align with current Google Ads best practices and restore stable lead performance.

check_circle Rebuilt campaign architecture around service-specific search intent
check_circle Launched a dedicated brand protection campaign for Clean Australia Service searches
check_circle Optimised campaigns around high-value service pages, including Apartment Cleaning Sydney
auto_fix_high Result: Restored performance stability and consistent lead flow within weeks of account rebuild.
02

Conversion Tracking & Data Accuracy

To enable confident budget scaling, HeyLead worked closely with WhatConverts and Google Ads support to achieve end-to-end tracking accuracy across all lead sources.

call Call & Form Tracking

Full accuracy restored across inbound call tracking and form submission attribution — giving a reliable view of every lead source.

analytics Google Analytics Fix

Resolved "(Not Set)" query data issues in Google Analytics — restoring full keyword and campaign visibility needed for intelligent scaling decisions.

03

Mobile & Conversion Optimisation

Given the high percentage of mobile searchers in the cleaning industry, HeyLead provided targeted guidance to reduce friction and improve on-the-go conversions.

check_circle Improved mobile landing page layouts
check_circle Reduced friction for mobile users
check_circle Aligned ad messaging with mobile search intent
check_circle Higher conversion efficiency as traffic scaled
04

Ad Strength & Performance Optimisation

HeyLead implemented Ad Strength optimisations across all core campaigns — lifting ad ratings from Poor to Excellent without sacrificing lead quality.

check_circle Ad relevance improvements
check_circle Click-through rate optimisation
check_circle Headline and description asset testing
check_circle Performance uplift without wasted spend
05

Franchise & Regional Expansion

As Clean Australia Service expanded its franchise model, HeyLead built the regional marketing infrastructure needed for each new location to hit the ground running.

check_circle Regional targeting strategy by location
check_circle Location-specific bidding and budget allocation
check_circle Two new franchise locations launched
check_circle Demand-appropriate traffic for each region
Results & Strategic Impact

From performance decline to a predictable franchise growth engine

↑ Rapid
Lead Volume Recovery

After returning to HeyLead, performance stabilised and lead volume increased rapidly — prompting leadership to request further budget scaling due to strong inbound demand.

2 New
Franchise Locations Launched

HeyLead implemented regional targeting and demand-appropriate paid campaigns to support two new franchise locations entering new Australian markets.

5★
Consistent Google Reviews

Under HeyLead's management, Clean Australia Service consistently received 5-star Google reviews — a direct reflection of lead quality and the user experience driven through paid search.

Strategic & Long-Term Wins

check
Restored confidence in paid acquisition after agency performance decline
check
Scalable SEM foundation capable of supporting ongoing franchise growth
check
Accurate conversion tracking for informed, confident budget decisions
check
Ad strength upgraded from Poor to Excellent across core campaigns
check
Clean Australia Service turned Google Ads into a predictable, repeatable growth engine
check
A trusted marketing partner positioned to support every future franchise location
Services Provided

What we delivered for Clean Australia Service

  • ads_click
    Google Ads (SEM) Account Rebuild & Management
  • shield
    Brand Search Protection Campaign
  • search
    High-Intent Service Campaign Optimisation
  • call
    Conversion Tracking & Attribution (Calls & Forms)
  • analytics
    Google Analytics Issue Resolution
  • smartphone
    Mobile Conversion Optimisation Guidance
  • store
    Regional & Franchise Marketing Strategy
  • bar_chart
    Ongoing Performance Optimisation & Consulting
star star star star star
format_quote

We'd worked with HeyLead before and knew what they were capable of — so when performance with another agency didn't meet expectations, coming back was an easy decision. The difference was immediate. They rebuilt our entire Google Ads account from scratch, fixed our tracking so we finally had accurate data, and gave us the confidence to scale our spend. What impressed us most was how well they understood our franchise expansion goals — they didn't just manage campaigns, they built a system that supports every new location we open. The leads are consistent, the quality is there, and the relationship is one we genuinely trust.

person

Robert Niroshan

CEO, Clean Australia Service

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