From $2k a week to $10k a week minimum. Meta ads only.

The situation

When Binpro first came to us, they were running a tight bin cleaning operation on the Gold Coast. Good reputation, good service, good reviews. The problem was simple: there's only so many bin cleaning runs you can book in a week before you hit the ceiling on hours and trucks. Revenue had plateaued at around $2,000 a week and they couldn't see a clear path to growing it without buying more equipment they couldn't fill.

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.
• Set up a weekly reporting routine the owner could run himself in fifteen minutes: key metrics to check, what numbers to act on, and when to call for help.

The result

The housewash business went from an experiment to the main event. Within three months, they were booking out two weeks in advance. Within six months, weekly revenue had gone from $2,000 to a floor of $10,000, with peaks of $18,000 during Queensland's pre-summer rush when every homeowner suddenly wants their outdoor areas looking sharp.

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

Ad spend went from $300/month to $1,200/month as performance justified the increase. The cost per booked enquiry landed at $47. The average job value is $380. The maths work.

More importantly: the owner now runs the account himself. He checks it every Monday morning, adjusts creative when performance drops, knows exactly what to look for in the Events Manager, and calls in to the Advisory once a week with questions. He doesn't need an agency. He never really did.