Housekeeping WA

Housekeeping WA cuts CPA by 70% and triples conversion volume in 4 weeks

Overview

HousekeepingWA is a trusted Perth-based cleaning business with strong word-of-mouth and years of industry experience, but their Google Ads account was underperforming.

With no clear visibility on which campaigns were driving real leads, the business was burning budget without confidence. Key conversion actions like phone calls and form submissions weren’t being tracked properly, and cost-per-lead was unsustainably high.

The brief: fix attribution, reduce CPA, and generate consistent high-quality leads from search.

Challenge

When PWD came onboard in early July, the account faced several critical issues:

Broken conversion tracking: Form submissions and calls weren’t being recorded accurately.
Wasted ad spend: Broad targeting and weak ad copy were inflating CPA.
No structured optimisation: Campaigns weren’t adjusting to lead quality or volume.
Low lead volume: Fewer than 10 meaningful actions per week despite a healthy budget.

We needed to re-engineer the account from the ground up starting with what actually counts as a conversion.

A laptop on a white table displays a Google search results page for housekeeping services in WA, showing sponsored listings and cleaning service options. The background is softly blurred.

The Strategy

Rebuild conversion tracking

Fixed broken form tracking straight away.
Isolated phone calls and form submissions as the only meaningful conversion metrics.
Ensured all GA4 conversions matched Google Ads reporting.

Campaign restructure

Launched high-intent, suburb-specific search campaigns focused on end-of-lease, tile & grout, oven, and general home cleaning.
Built out Performance Max to capture incremental search volume.

Bid strategy experiments

Rolled out smart bidding adjustments to improve ROAS.
Introduced after-hours campaign testing to capture off-peak traffic.
Segmented campaigns by service type for better budget control.

A line graph with three coloured lines (blue, red, and black) displays data trends from February 2023 to August 2023, overlaid on a blurred digital dashboard interface related to housekeeping services in WA.

Results

Conversions increased by 122% in just four weeks.

CPA dropped by 70% between early July and early August.

Conversion rate more than doubled (+124%) across all campaigns.

Call volume more than tripled, with a near 50/50 split between form fills and inbound calls.

Clicks rose by 8%, while cost per click dropped 12%.

We can now see exactly which campaigns are driving paying customers

Can scale spend with confidence, knowing CPA is trending down

Have the infrastructure in place to test offers, new suburbs, and services

Get clearer, faster reporting to make weekly performance decisions

A smartphone displays a Google search result for a WA housekeeping service. Text boxes highlight a 122% conversion increase in 4 weeks and CPA changes in 6 weeks, dropping from £1300 to £76. The background is light green.

What’s Next

With strong conversion metrics in place and CPA under control, HousekeepingWA is now primed to:

Expand suburb targeting to reach high-value neighbourhoods
Layer in remarketing, to recapture form-abandoners and repeat customers
Test offer-based campaigns to drive urgency during off-peak periods
Build landing pages by service, to improve Quality Score and further reduce CPC

The groundwork is laid. The next phase: scale profitably and dominate Perth’s local cleaning market.

PWD, THE LEAD GENERATION POWERHOUSE

View more of our case studies

Westfill Group

Westfill Pty Ltd is part of the Westfill Group – a growing consortium of specialist companies providing end-to-end support across the mining sector.

Netlink

Netlink, a Perth-based Managed Service Provider (MSP), had built a strong reputation in IT services through word of mouth and referrals. While trusted by clients, their digital presence didn’t reflect their credibility or expertise.

Two workers wearing helmets and safety glasses are at an industrial site at dusk. One worker is in the foreground with arms resting on his knees, whilst pipes and structures are silhouetted against the purple sky.

Perilya

We redesigned Perilya’s website to capture their evolution from a historic Australian miner to a globally recognised, forward-thinking resources company.

A gym with various weight machines, benches, and a rack holding multiple weight plates. The room is empty, with sunlight streaming in, casting shadows on the black rubber floor.

Ultron WA

Ultron WA offers commercial gym fitouts for a wide range of applications, including corporate and on-site use.

A geometric brain icon and the words Young Minds, Our Future overlay a blurred outdoor campus scene with trees, buildings, and a pathway beneath a clear blue sky.

Young Minds: Our Future

Young Minds: Our Future is a vital national study examining the mental health and wellbeing of children and young people across Australia.

Two workers in yellow safety jackets and white helmets, representing Maskills Mechanical Services, stand near large drilling equipment on a construction site under a clear blue sky. One faces the machinery whilst the other stands in the foreground, back to the camera.

Maskills Mechanical Services

A bold, precision-driven platform showcasing WA’s leaders in mechanical service, engineering innovation, and field support for the mining sector.

A large wooden ship’s wheel is mounted on a wooden play structure outdoors, with the Bush Kids Child Care & Early Education building visible in the background.

Bush Kids Child Care & Early Education

Bush Kids, a growing early learning and childcare provider in Western Australia, approached PWD to modernise their online presence and support their expansion into new locations.

Site Sentry

PWD created a visually compelling website and entertaining and educational video sequences.

Modern white two-storey house with large windows and balconies, surrounded by lush green plants and trees. A Contec Australia representative in formal attire stands near the entrance on a sunny day with a blue sky.

Contec Australia

A bold, future-focused platform showcasing Australia’s first 3D concrete printing technology.

Two workers in high-visibility uniforms and helmets stand outside at an industrial facility, looking at a laptop. Shipping containers with control panels line the area. It’s sunny, power lines are visible, and the site reflects Partum Engineering’s expertise.

Partum Engineering

A fully restructured website reflecting their real-world expertise, capability, and professionalism.

A large stadium filled with spectators under bright lights, with colourful fireworks displays and smoke on the football pitch during an event or celebration.

Cardile Fireworks

A bold new website showcasing Cardile Fireworks’ legacy, expertise, and showstopping work.

AllSealed WA

AllSealedWA is a Western Australian locally owned company and specialist repairer providing a genuine, long term permanent solution to fix leaking showers.

A satellite with large solar panels orbits above Earth, its blue surface and atmosphere visible in the background—a testament to innovations like those at WA Spaceport.

WA Spaceport

PWD created a visually compelling website and entertaining and educational video sequences.

Metro Comic Con

A new world of adventure for fans of pop-culture; a place of excitement and fun, Metro Comic Con is your destination for film, TV, animation, gaming, cosplay, collectables, publishing and, of course, comics; and much, much more!

A woman in a green top and flowing skirt dances outdoors, balancing on one leg with arms extended gracefully, against a backdrop of sky and greenery—capturing the vibrant energy found in Perth, home to City Dental.

National Indigenous Times

National Indigenous Times, Australia’s leading Indigenous news organisation, brings you the latest news and views on Indigenous affairs.

A person wearing a checked shirt holds several reddish-brown wooden boomerangs, displaying them with both hands in an outdoor setting. These unique pieces of Indigenous art are crafted with skill and tradition. Their face is partially out of shot.

APY Art Centre Collective

PWD complete and launches APY Art Centre’s website with enhanced storytelling and visual impact.

MCT Equipment

MCT Equipment showcases leading brands like Magni and Cimolai with a dynamic website and bold expo branding that raised their industry presence.

An elderly man plays the piano while a young woman in a blue shirt with a Perth City Dental name badge sits beside him, smiling and watching. Sunlight streams through curtains in the background as they enjoy the moment indoors.

Hall & Prior

With a 30-year legacy of care, Hall & Prior had outgrown its legacy digital presence. The existing website, built on an unsupported CMS presented multiple security risks and no longer reflected the scale, professionalism, or warmth that defines the Hall & Prior brand.

A close-up view of a round, dark surface with scattered yellow and orange patches, resembling rust or oxidation spots on grinding media used in the mining industry. Other similar spheres are partially visible in the background.

Sino Grinding

Sino Grinding is the premier design and manufacturer of grinding media for mining companies around the world.

A healthcare professional in blue scrubs is showing a clipboard to a seated woman at the Perth City Dental reception desk in a modern office with wooden shelving and office equipment in the background.

Perth City Dental

Perth City Dental has built a trusted reputation over the last 50 years, as a family-focused dental clinic.

A close-up of a red plastic barrier with a “FortWall” label, positioned in front of a metal fence outdoors, with blurred greenery and a building in the background.

Fortawall

Fortawall, a specialist provider of high-quality commercial temporary fencing solutions, partnered with PWD to strengthen its digital presence.

Perth Arbor Services

Perth Arbor Services, a trusted provider of professional tree removal, pruning, and arborist services, partnered with PWD in 2015 with the goal of becoming Perth’s most visible and reputable tree care company online.

Smiling older woman with short grey hair holds up a clear water bottle. She wears a light athletic jacket and a smartwatch, standing against a blue and teal abstract background—perfect for promoting heart health with Western Cardiology.

Western Cardiology

Western Cardiology’s expert team of adult and paediatric cardiologists with their highly trained cardiac sonographers and technicians deliver world-class heart care in Perth and regional Western Australia.

A person holding a professional camera with a large lens and an external flash attached, focussing on taking a photograph against a plain background—capturing images for Perth City Dental.

Birds Eye Media

Birds Eye Media, a creative agency specialising in drone videography and immersive VR/360 content, partnered with PWD to expand their visibility beyond Perth and capture market share across Australia.

A man in tactical military gear with sunglasses and a beard stands against a dark, blurred background. He wears an olive green jacket, a tactical vest with multiple pouches, and carries a rucksack.

Kit Bag

Kit Bag, a leading Australian provider of safety gear, uniforms, and workwear, partnered with PWD to strengthen its digital presence and scale online sales.

Elegant banqueting hall with round tables covered in white linen, gold and black chairs, tall glass candleholders, and large windows letting in natural light with a scenic Perth view—perfect for gatherings near City Dental.

Time 2 Hire

Time 2 Hire provides event and wedding furniture and equipment hire across the Perth Metro area.

A cosy bedroom with teal walls, white shutters on large windows, a patterned bedspread, and a wooden bedside table with a lamp—perfect for relaxing after your visit to Perth City Dental. An orange armchair sits in the corner as natural light fills the room.

Hamptons Group

Starting with just one service in plantation shutters, Hamptons Group partnered with PWD to grow their business through a new website and a mix of digital and traditional advertising.

Four children wearing goggles and swimsuits smile and play underwater in a swimming pool, waving towards the camera as bubbles float around them. Their bright smiles shine like Perth City Dental results as sunlight illuminates the blue water.

City of Bayswater

PWD transformed the City of Bayswater Recreation’s operations with a new website featuring interactive maps, timetables, dynamic navigation, and digital forms, streamlining processes and significantly reducing administrative workload.

A close-up of a bull sculpture made from various pieces of scrap metal, including gears and pipes, stands outdoors under a clear blue sky in the Shire of Quairading.

Shire of Quairading

The Shire of Quairading is a wheatbelt town, situated 170km east of Perth, employed PWD to rebuild its old site into one that was comprehensive and combined features for those living in Quaiarading, those looking to explore the surrounding areas, and a portal for council members to store minutes and agendas.

A close-up of a German Shepherd dog with alert ears, looking slightly upwards. The background is dark with a subtle pattern of hexagons.

AllBreeds

AllBreeds is one of Perth’s most established and trusted dog training and pet boarding providers.

A smiling older woman with short grey hair wearing a pink sports shirt sits on the floor indoors, holding a medical device in her hand.

Diabetes WA

Diabetes WA is a leading not-for-profit and innovative health services provider dedicated to reducing the impact of diabetes on West Australians and advocating for a more equitable health system across the state.

SBR Collective

SBR Collective is a performance-driven retail brand built by athletes, for athletes.

A smiling woman in a swimming costume stands in clear blue water, holding the hand of the person taking the photo—showcasing how travel protection lets you enjoy your holiday with peace of mind. Trees and a house stand in the sunny background.

Travel Insured

Travel Insured, a long-established travel insurance provider, partnered with PWD to tackle a critical performance plateau.

A man and a woman walk barefoot along a sandy beach with reddish cliffs and rocks, holding their shoes and hats, enjoying a sunny day by the sea—an experience like no other.

Like No Other

With very tight deadlines to meet, PWD was asked to complete a “Like No Other” website landing page for the Department of Tourism, Jobs, Science and Innovation, to support the return of visitors to WA after COVID-19.

A construction worker in a high-visibility shirt and hard hat uses surveying equipment outdoors near Perth City Dental, with tall parasols and a modern glass building in the background.

Oracle Surveys

Oracle Surveys is one of Western Australia’s most reputable and trusted land surveying consultancies, servicing all areas of the Perth metropolitan area and beyond since 2000.

A close-up of a person’s hand plugging a yellow charging cable into an electric car’s charging port, with a blurred green tree and a car in the background—highlighting the role of EV Metals Group in powering sustainable mobility.

EV Metals Group

EV Metals Group (EVM) is building a global battery chemicals and technology company committed to a clean energy future.

Mash Brewing

Brewing tradition, crafting innovation. Mash Brewing, proudly rooted in Western Australia, partners with PWD to embark on a daring new brand journey.

Pinarie Foods

At PINARIE FOODS they are absolutely passionate about creating lupin based food products that benefit you and your family and contribute to farmer livelihoods and sustainable soil health in Western Australia.

A woman with brown hair in an elegant updo poses in a black off-shoulder dress, adorned with pearl jewellery and a luxury watch from Smales Jewellers, while looking down with her hand gently touching her ear.

Smales Jewellery

Stunning jewellery and timepieces deserved an online presence and media campaigns that reflected the quality and sophistication.

Close-up of a Rolex Submariner watch face showing the date as 28, with white hour markers, silver hands, and the Oyster Perpetual Date and Superlative Chronometer labels clearly visible.

Calibre 24

Calibre24 is a trusted Australian based online Watch store.

SARICH Building

SARICH Building is a local design and construct, industrial and commercial construction specialist in WA.

A beige bag of Zaam Coffee is displayed on a yellow surface with a yellow and orange abstract background. The label highlights details about the coffee’s origin, roast, and tasting notes, showcasing Zaam Coffee’s passion for expert coffee roasting. A cup sits in front.

Zaam Coffee Roasting

Indulge in Zaam Coffee – where passion meets perfection.

A smiling couple stand among moving boxes, carrying an Egyptian sarcophagus. Nearby, Yello Truck Hire boxes hold famous art pieces, a statue, a shark in a tank, and an Anubis figure—all marked with HANDLE WITH CARE tape.

Yello Truck Rental

Yello! Yello Truck Rentals is a proudly Australian-owned business that calls the vast state of Western Australia its backyard.

Abhi’s Bread

A legend in the baking. With this brand we wanted to capture the history, present and the future of this innovative bakery.