Key Results and Impact
percent click through rate achieved
faster first response time
AboutUltracare
UltraCare is a premium home cleaning service focused on spotless results and friendly, reliable teams. The goal was simple. Fill the calendar with high intent bookings, not just clicks. We launched a Messenger-first ad campaign, tightened targeting, and refreshed creative. The outcome. Consistent leads, lower cost per enquiry, and happier households across Australia.
The Challenge
Low brand recall
Busy families scrolled past generic cleaning ads, making it tough to stand out or be remembered.
Weak value proposition
Messages promised clean homes but lacked proof, urgency, or a premium angle to justify pricing.
Overreliance on emojis
Creative leaned on novelty instead of benefits, reducing trust with higher intent audiences.
Broad audience targeting
Spend was spread thin across mixed interests, diluting reach to ready-to-book homeowners.
Creative fatigue
One stock image in multiple placements led to declining click through rates within days.
Messenger drop offs
People started chats but stalled before sharing details or confirming appointments.
Incomplete tracking
Leads from chat and site forms were not stitched together, obscuring true cost per lead.
Seasonal demand spikes
End of lease and holiday peaks created volatile costs and inconsistent lead quality.
Our Strategic Approach
Strategy
We reframed UltraCare as the premium yet approachable choice for time poor homeowners. Then we rebuilt the funnel around fast Messenger replies and proof driven creative. Testing ran weekly with clear success metrics, letting us scale winners and pause the noise quickly.
Service Focus
We highlighted UltraCare’s signature inclusions. Kitchen degrease, bathroom sparkle, and hotel style bed making. Copy spelled out outcomes, not chores. Short benefit stacks, trust badges, and authentic team photos moved attention from price to value.
Click to chat ad strategy
We used Click to Messenger campaigns with pre filled prompts. Need a quote. Studio, two bed, three bed. The first message delivered an instant price range and next available slots. Response time targets under two minutes kept momentum hot. Suggestion. Screen recording of the tap to book flow.
Premium positioning, zero fuss
We introduced “Ultra results without the elbow grease” and backed it with real before and afters, staff ID checks, and public liability proof. Pricing tables framed Standard and Deep Clean tiers, steering chats toward higher average order values. Suggestion. Carousel of transformations.
Target audience
We built lookalikes from past bookers, layered with homeowners, parents, and recent movers. Exclusions removed recent engagers who already booked. Local radius targeting prioritised profitable suburbs with short travel times. Suggestion. Heatmap graphic of top postcodes.
Creative testing sprint
Weekly sprints rotated three concepts. Proof led carousels, friendly team portraits, and checklist graphics. Each variant had unique headlines and first lines to avoid ad fatigue. We kept winners, rewrote the rest. Suggestion. Simple bar chart of click through rates by concept.
Tracking and measurement
We connected Messenger leads to the CRM via Zapier, applied UTM rules, and built a cost per booked clean view. This uncovered the true leader campaigns and justified shifting budget to high intent placements. Suggestion. Snapshot of the reporting dashboard.
Services
We tackled the lot with a conversion first playbook designed for home services in Australia. Every step aimed to increase qualified enquiries, reduce friction in Messenger, and lift average booking value while building trust in UltraCare’s premium promise.
Paid social account restructure
Click to Messenger funnel build
Creative strategy and production
Copywriting and value proposition
Audience research and layering
Conversion tracking and UTMs
CRM and Zapier lead routing
Weekly testing and optimisation
Reporting dashboard and insights
We measured success by booked cleans, not vanity clicks. The new funnel turned casual scrollers into scheduled jobs, with stronger margins and happier customers. Creative variety kept ads fresh while Messenger prompts sped up quoting. Here are the headline wins that mattered to the business.
percent click through rate achieved
faster first response time
Why This Matters
Home services live and die by trust, speed, and clarity. By sharpening the promise, simplifying the path to book, and proving quality, UltraCare turned ad spend into dependable revenue. The playbook now scales to new suburbs and services, with ongoing testing to keep costs lean and calendars full.
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