01
The challenge
Glowe Clean, an Australian residential and commercial cleaning company, was running Meta Ads but struggling to turn traffic into qualified local inquiries.
The previous funnel had unclear messaging, a confusing layout, and poor tracking. Many inquiries were unqualified or came from outside the company’s target service areas, contributing to high acquisition costs.
The key challenges
- Unclear service messaging and page structure
- High cost per lead
- Inquiries from outside target service areas
- Unqualified leads reaching the business
- Limited tracking for campaign optimization
02
What we changed
We redesigned the funnel and connected it with a more structured Meta Ads strategy, focusing on clearer messaging, a smoother inquiry journey, and more relevant local targeting.
Funnel Redesign & VSL Optimization
- Simplified the funnel layout to improve clarity and engagement.
- Reworked the video sales letter around local trust, customer benefits, and quick booking.
- Added testimonials and stronger calls to action.
- Improved the mobile experience.
Form Flow & Conversion Path
- Moved the contact form higher on the page.
- Reduced unnecessary form fields.
- Created a simpler path from landing-page visit to inquiry.
Meta Ads Campaign Optimization
- Introduced a Campaign Budget Optimization (CBO) structure.
- Targeted local homeowners, tenants, and office managers.
- Tested multiple ad creatives and offers.
- Integrated Meta Pixel tracking to support campaign measurement.
03
The transformation
The new journey connected paid acquisition with a clearer, more focused inquiry experience.
Meta Ads → VSL Landing Page → Simplified Contact Form → Local Cleaning Inquiry
The combination of clearer messaging, improved form placement, and local audience targeting was designed to reduce friction and help attract customers within Glowe Clean’s service areas.
04
Campaign results
| Metric | Reported result |
|---|---|
| Qualified local leads | 124 |
| Cost per lead | $17.90 |
| Previous cost per lead | Over $40 |
| Cost per click | $3.02 |
05
The takeaway
Generating leads is not just about running more ads. The targeting, message, landing-page experience, and inquiry process need to work together.
For Glowe Clean, the strategy combined a clearer local offer with a simpler funnel and structured campaign optimization to support a more efficient local lead-generation system.