Clean Tech Services

Clean Tech Services is an Australian-owned and operated company specialising in comprehensive commercial cleaning solutions across various industries. With a management team boasting over 75 years of combined real-world cleaning experience, they are adept at tailoring bespoke cleaning programs to meet the unique needs of each client.

Their service offerings encompass a wide range of sectors, including:

• Office Cleaning: Providing thorough cleaning and sanitisation of office spaces to maintain a healthy and productive work environment.
• Hospital and Aged Care Cleaning: Delivering specialised cleaning services for hospitals, medical centres, aged care facilities, and retirement villages, ensuring compliance with stringent health and safety standards.
• Industrial Cleaning: Catering to factories, warehouses, and distribution centres with services such as pressure washing, machinery cleaning, and floor maintenance.
• Retail Cleaning: Ensuring shopping centres, stores, and warehouses are kept clean, presentable, and safe for customers and staff.
• Hospitality Cleaning: Offering cleaning services for pubs, clubs, hotels, cafes, and restaurants, including HACCP-approved kitchen cleaning and sanitation.

Cleantech Services emphasises the use of environmentally sensitive cleaning supplies and professional-grade equipment, ensuring high-quality outcomes. Their commitment to excellence is reflected in their ability to design tailor-made, economical cleaning solutions for diverse commercial environments.

Cleantech Services faced a significant business challenge with their previous pay-per-click (PPC) advertising campaigns, which consistently attracted the wrong audience. Instead of generating leads from potential clients in need of commercial cleaning services, the ads primarily attracted job seekers looking for employment opportunities. Additionally, a large number of inquiries came from individuals interested in residential cleaning services—another area outside of Cleantech’s target market, which focuses exclusively on commercial clients.

In response to these ongoing issues, Cleantech decided to engage Click Click Bang Bang to refine their strategy, aiming to better target the right audience and minimise irrelevant inquiries. We were also tasked with optimising the campaign to attract only commercial clients, reducing wasted ad spend and improving the quality of leads generated through PPC efforts.

To address Cleantech Services’ challenges in reaching the right audience, we implemented an extensive setup and optimisation process focused on precision targeting and lead quality improvement. This involved conducting thorough keyword research to identify terms likely to attract commercial clients specifically, while also building an extensive list of negative keywords. These negative keywords helped filter out searches related to job opportunities and residential cleaning, reducing irrelevant clicks and inquiries from the start.

In addition, the provider refined Cleantech’s ad group strategy, organising ads into highly targeted segments that aligned with specific commercial cleaning services. Conversion tracking was also set up to capture the effectiveness of each ad, allowing for real-time adjustments based on the performance of individual keywords and ad groups.

Audience targeting improvements were another critical area of focus. By excluding job seekers directly through audience filters, the campaign became more efficient at reaching decision-makers and businesses in need of Cleantech’s services. To further improve lead quality, the ads were scheduled to run only during business hours (Monday through Friday), maximising exposure to commercial clients who are more active during this time. Desktop users were prioritised as well, reflecting the tendency for commercial clients to engage in service research on work computers rather than mobile devices.

Finally, we manually uploaded data on qualified leads to Google Ads, which enhanced the platform’s learning about Cleantech’s ideal customers. This manual upload allowed for more refined targeting as Google’s algorithms learned to recognise patterns in the qualified leads, further optimising ad delivery to similar audiences. Collectively, these solutions were designed to increase the relevance and quality of inquiries, ensuring the PPC campaign effectively served Cleantech’s commercial-focused goals.

The implementation of these targeted PPC strategies led to a substantial improvement in the quality of leads Cleantech Services received, transforming their ad campaigns from high-volume but low-value inquiries to focused, revenue-generating opportunities. The new approach quickly proved successful, with notable financial outcomes. In one week, Cleantech recorded $70,000 in revenue directly attributed to the PPC campaign’s efforts, followed by a peak week generating $90,000 in revenue. These results underscored the impact of quality over quantity in lead generation, demonstrating the campaign’s alignment with Cleantech’s commercial cleaning clientele.

With a weekly ad spend of approximately $3,000, the return on investment was significant, showcasing the effectiveness of well-optimised spending. Notably, the improved lead quality meant that a majority of new clients signed minimum contracts of three months, securing recurring revenue and creating a steady income stream from each qualified lead.

Optimisation across multiple ad platforms, including search and display networks, contributed to this success. Careful keyword targeting ensured ads appeared in front of business decision-makers, while display ads reinforced brand visibility among Cleantech’s core audience. The integration of both search and display, combined with data-driven keyword refinement, allowed Cleantech to maximise its reach and relevance across all touchpoints. Overall, these results not only solidified Cleantech’s presence in the commercial cleaning industry but also underscored the importance of a strategically structured PPC campaign tailored to business goals and target audience.

Cleantech’s PPC campaign highlighted several important learnings that are crucial for effective B2B marketing, particularly in industries where lead quality and targeting are paramount.

First, having a proper tracking infrastructure proved essential for campaign success. By establishing robust conversion tracking, Cleantech could measure the effectiveness of each ad, keyword, and targeting choice, allowing for real-time adjustments and data-driven decision-making.

The value of a multichannel approach also became evident, as Cleantech leveraged both search and display networks to reach potential clients at different stages of the buying journey. The search ads captured active intent, bringing in users who were specifically searching for commercial cleaning services, while the display ads maintained brand visibility and kept Cleantech top-of-mind among relevant business audiences. This combination enhanced overall reach and ensured continuous engagement across channels.

Continuous optimisation was another critical lesson. Regularly reviewing keyword performance, ad placements, and audience behaviour allowed Cleantech to adapt quickly to changing dynamics, such as audience interaction patterns and seasonal trends. Weekly adjustments to keywords and budgets kept the campaign aligned with the best-performing segments, maximising ROI.

The benefit of an adequate budget for testing also stood out. By allocating sufficient funds for experimental adjustments, we could trial various keywords, ad formats, and targeting strategies without being overly restricted by budget limitations. This flexibility was crucial in discovering the most effective approach to attract their niche B2B audience, as it allowed the team to gather meaningful insights and refine their targeting with confidence.

Finally, by crafting content that clearly communicated their focus on commercial services, we effectively discouraged residential inquiries and job seekers, ensuring that their campaigns spoke directly to decision-makers in the commercial sector. This project reinforced that well-targeted, informative content is essential in B2B settings, where complex buying decisions are influenced by clear, relevant, and engaging information.