From a few $15 bin cleans a week to $1m+ a year.

The situation

When Binpro first came to us, they were running a small bin cleaning operation on the Gold Coast. Good reputation, good service, good reviews. The commercial picture was thin: a few $15 bin cleans booked each week, and no clear path to growing beyond the hours and truck capacity they already had.

They were running Meta Ads in a loose, hands-off way: a boosted post here and there, a retargeting campaign someone had set up twelve months earlier that nobody had touched since. The pixel was technically installed but misfiring. Audiences were broad and cold. The creative was whatever photo the owner had snapped on his phone that week.

The ad spend was around $300 a month. The results were invisible.

What was broken

The first thing I found when I opened the account was the pixel. It was installed on the site but only firing a PageView event. No ViewContent, no Lead, no Purchase. Meta had zero conversion data to work with. The algorithm was flying blind.

The campaigns themselves were structured around boosted posts targeting "people interested in home cleaning" within 50km. No lookalike audiences. No exclusion lists (they were retargeting existing customers with cold acquisition creative). No separation between awareness, consideration, and conversion campaigns.

The landing page didn't mention housewashing at all. It was the home page. Someone clicking a bin cleaning ad landed on a page that talked about general "outdoor cleaning services" with no specific call to action and a phone number in the header they had to hunt for.

Fifteen minutes in the account and I could see at least $200 of that $300 monthly spend going nowhere useful.

What we did

• Rebuilt the Meta pixel from scratch. Installed via the Facebook Business Manager integration, verified with the Pixel Helper, confirmed ViewContent, Lead, and Purchase events firing correctly on every step of the contact flow.
• Wired up Conversions API (CAPI) via the website's server to send conversion data even where the browser pixel is blocked by iOS or ad blockers. Event match quality went from 4/10 to 8/10.
• Built a clean audience architecture: cold lookalikes from the customer list, warm retargeting from site visitors segmented by page depth, hot retargeting from people who'd engaged with the contact form but hadn't submitted.
• Rebuilt the campaign structure with three distinct campaign types: a cold acquisition campaign targeting housewash services (the higher-ticket offering), a warm retargeting campaign, and a hot conversion push.
• Wrote new creative briefs with the owner: short testimonial-style videos showing the before/after on a housewash job, and a simple 'what's this actually cost' ad that addressed the main objection upfront.
• Built a dedicated landing page for housewash enquiries: specific headline, a before/after photo gallery, real customer quotes, pricing guide, and a simple booking form above the fold.
• Established a weekly performance review rhythm covering creative, cost per enquiry and audience quality so optimisation decisions stayed tied to revenue.

The result

The housewash business went from an experiment to the main event. Demand compounded as tracking, creative and landing pages stayed aligned to booked work. Within 18 months, Binpro had grown from a few $15 bin cleans a week into a business doing more than $1 million a year.

The bin cleaning service is still running. It's just no longer the whole business.

Ad spend increased as performance justified it. Measurement, creative and landing-page work stayed connected to the same commercial target: booked jobs at a sustainable acquisition cost.