177 Home Services Quote Requests from Three Service-Split Campaigns
How service-split Google Ads campaigns and dedicated landing pages brought a New Plymouth window cleaning company 177 quote requests at an average of $25 each, with residential leads running 34% below that average over the most recent 12 months.
- Industry
- Home Services
- Services
- Google Ads, Lead Generation, Landing Pages
- Client
- Kept confidential
- Published
- June 2026
01
The Challenge
The company offered three distinct services under one roof: residential window cleaning, gutter cleaning, and solar panel cleaning. Each one attracted a different customer at a different time of year, yet the business was relying on word of mouth and a single general enquiry form to bring all of it in.
The result was inconsistent. Quote requests came in waves rather than steadily, and there was no way to tell which service was actually driving demand or how much it cost to win a new job. With three services competing for attention in a small regional market, the company needed a lead generation system that could reach the right homeowner at the moment they were searching.
The goals were straightforward:
- A steady, predictable flow of quote requests across all three services
- A clear cost per lead for each service so spend could be managed
- A way to keep the three offers separate rather than diluting the message
02
Our Approach
We built a Google Ads programme designed around high-intent local search, with each service running as its own campaign feeding its own landing page. This kept the messaging tight and made the numbers easy to read service by service.
-
Step 1
Service-Split Campaigns
Rather than lumping everything into one campaign, we split the account into three: residential window cleaning and gutter cleaning, which launched together, then solar panel cleaning about six months later. Each campaign had its own budget, its own keywords, and its own ad copy written for that specific job.
This structure meant a homeowner searching for gutter cleaning saw a gutter cleaning ad, and it gave us a clean read on what each service cost to advertise. It also let us move budget between services without disrupting the others.
-
Step 2
High-Intent Local Search
We focused the keyword strategy on people actively looking to book, not just browsing. Searches such as “window cleaning near me”, “gutter cleaning quote” and “solar panel cleaning” signal someone ready to hire, and we matched the ads to that intent.
Geographic targeting kept spend inside the company’s service area, and negative keywords filtered out DIY searchers, job seekers and product shoppers.
-
Step 3
Dedicated Landing Pages Per Service
Each campaign pointed to a landing page built for that one service. The window cleaning ads led to a window cleaning page, the gutter ads to a gutter page, and so on. The headline, the photos, the proof points and the quote form all spoke to the single job the visitor had searched for.
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Step 4
Quote Forms Built for Follow-Up
We set the forms up to capture the essentials (address, service needed and contact details) so the company had what it needed to call back with an accurate quote.
-
Step 5
Counting Each Enquiry Once
The account records a form submission with two separate conversion tags on the same thank-you page, so adding them together would count each enquiry twice. Every figure on this page uses only the one-per-click form conversion, so each quote request is counted once.
03
The Results
Over almost two years from launch, the three service campaigns produced 177 quote requests at an average of $25 per lead (Google Ads, one-per-click form submissions only).
Here is how each service contributed:
- Residential window cleaning: just over half of all quote requests (51%), at a cost per lead 14% below the overall average, the highest volume and the most efficient service
- Gutter cleaning: 39% of quote requests, at a cost per lead close to the overall average (3% below), a steady second channel
- Solar panel cleaning: about 10% of quote requests, at a cost per lead 87% above the overall average (about 2.2 times residential), a smaller, more specialised market at a higher cost
Residential window cleaning has kept going. Over the most recent 12 months, its quote requests cost 34% less than the three-campaign average, and 23% less than residential’s own average across the main reporting period.
Just as importantly, the company finally had a clear picture of where its demand came from: window cleaning is the workhorse, gutter cleaning adds reliable volume, and solar panel cleaning is a smaller specialist line with its own cost per lead.
04
Key Takeaways
-
01
Split campaigns by service, not by convenience
Giving each service its own campaign kept the messaging sharp and made the cost per lead easy to read and manage
-
02
Target people ready to book
High-intent local searches put the ads in front of homeowners already looking for the service
-
03
Match the landing page to the search
A dedicated page per service kept the ad, the search and the page saying the same thing
-
04
Volume and niche can coexist
Window and gutter cleaning brought the volume, while solar panel cleaning added a specialist line with its own economics
-
05
Count each lead once
Checking the tracking before reporting meant the cost per lead reflected real enquiries, not duplicate tags
This campaign shows that a home services business with multiple offers does not have to choose between them. With a service-split structure, high-intent local search and a dedicated landing page behind each campaign, the company built a steady pipeline of quote requests with a clear, honest cost per lead for every service.
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