More booked cleans from the same demand: conversions up 55%.
Chem-Dry is Australia's best-known carpet, rug and upholstery cleaning network, working across the suburbs its network services. The engagement covered three things: the paid search account, the landing experiences, and how results were reported.
Chem-Dry: paid search and booking paths rebuilt for a cleaning network.
Search campaigns were built out by service area and job type, covering carpet, rug and upholstery work in each catchment. The account structure mirrored the network's service areas, so demand was captured catchment by catchment and each catchment could be read separately in reporting.
The landing experiences were rebuilt around the booking action. Quote, call and book each got their own path, with friction stripped out of each one so a visitor could finish the step they arrived to complete.
Reporting was set against the same measure. The programme reported conversions as the booked-job proxy, rather than sessions or impressions.
Conversions increased 55% across the programme. A franchise launch run on the same approach returned 6:1 on investment.
The engagement.
Service-area demand
Search campaigns across service areas and job types, the searches a cleaning brand must own in every catchment.
Booking-first experience
Landing experiences rebuilt around the booking action: quote, call, book, with friction stripped from each path.
Booked jobs
Reported on conversions, the booked-job proxy, not traffic.
Increase in conversions
Demand captured catchment by catchment
Every landing path tuned to the booking action
Chem-Dry, cleaner, drier, healthier, shown not told.
What did 121 Group do for Chem-Dry?
121 Group ran Google Ads for Chem-Dry.
What industry is this trade and professional services case study in?
Chem-Dry operates in trade and professional services. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach trade and professional services marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Plenty of demand, not enough booked jobs?
Thirty-minute call. We will review your channels and your numbers, and tell you what we would do differently.
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