How We Generated 5.3x More Leads at a 73% Lower Cost Per Lead for a Commercial Cleaning Equipment Supplier

Ninety days is enough time to change the economics of a Google Ads account. Between May 18 and August 15, 2026, our restructure took a B2B commercial cleaning equipment supplier from 29 conversions to 154, a 5.3x jump, while cost per lead fell from around $110 to $29.69, a 73% drop. Spend rose just 44%. Every extra dollar went into an account that suddenly converted at a fraction of its old cost. This case study breaks down the account we inherited, the exact restructure we ran, and the before and after numbers from the Google Ads dashboard, with nothing inflated and the screenshot to prove it.

The Client

The client is a commercial cleaning equipment supplier serving Southeast Queensland, Australia. They sell and service industrial floor scrubbers and sweepers, supply autonomous robotic cleaners, run fleet maintenance plans, and offer machinery hire for short-term needs. Their buyers aren’t consumers, they’re facility managers in healthcare, warehousing, retail, and hospitality, people who purchase on uptime, service coverage, and compliance, not impulse. Deal values are high, sales cycles are long, and one qualified enquiry can be worth thousands in equipment or an ongoing maintenance contract.

The Challenge

The 90 days before we restructured (February 17 to May 17, 2026) tell the story: roughly 3,600 clicks, 29 conversions, and a cost per lead near $110. The account had three problems common to B2B equipment advertisers. First, consumer contamination: queries from homeowners looking for domestic cleaners, job seekers, and DIY repair searches were eating budget that should have reached facility managers. Second, structure: buy intent, hire intent, and service intent were mixed inside the same campaigns, so a searcher wanting short-term machinery hire saw the same ads as one specifying a fleet maintenance plan. Third, the conversion setup gave Google’s bidding little clean signal to optimize toward.

What We Changed in Google Ads

We rebuilt the account around how facility managers actually buy, the same approach we run inside our Google Ads for lead generation service:

• Restructured campaigns by product line and intent: industrial floor scrubbers and sweepers, autonomous robotic cleaners, machinery hire, and fleet maintenance each got their own campaigns, so budgets, bids, and ads match what the searcher wants
• Built a negative keyword system to block consumer and irrelevant traffic: residential and home cleaning queries, job and career searches, training courses, and DIY repair terms
• Tightened geo targeting to Southeast Queensland service areas so budget only reaches buyers the client can actually serve
• Rewrote ad copy for facility managers: uptime, service response, compliance, and hire flexibility instead of generic cleaning claims
• Aligned each campaign to a matching landing page and fixed the enquiry paths, the same principles behind our conversion rate optimization services
• Cleaned conversion tracking so forms and calls fed accurate signals, then moved bidding to conversion-focused strategies once data density allowed

Nothing unusual. The same fundamentals we publish in our Google Ads audit checklist, executed in sequence and measured weekly.

The Results: 90 Days Side by Side

Straight from the Google Ads dashboard, current period May 18 to August 15, 2026, compared against February 17 to May 17, 2026:

Two honesty notes on the numbers. Google reports fractional conversion credit, so the dashboard shows 153.99, which we round to 154. And the before-period clicks and spend are derived from the dashboard’s comparison deltas, which is why they’re marked approximate. The efficiency math is the point: spend rose 44%, leads rose 431%. That gap is what a restructure buys.

What This Means for B2B Equipment Suppliers

If your buyers are facility managers, procurement teams, or operations leads, the waste in your account usually isn’t the bidding, it’s the mixing. Consumer queries mixed with commercial ones, hire intent mixed with purchase intent, and conversion signals too noisy for smart bidding to work with. Separate those three things and the same budget starts producing multiples of the leads. A cost per lead under $30 for equipment worth thousands changes what a sales team can justify spending.

Why Choose Hustle Marketers for B2B Google Ads

Hustle Marketers is a Google Partner PPC agency led by founder Ishant Sharma, with 12+ years in performance marketing and $780M+ in trackable client revenue across 2,500+ brands. Lead generation accounts like this one sit alongside our ecommerce results, you can see both across all our case studies. If your Google Ads account is producing expensive or inconsistent leads, get a free PPC audit today and we’ll show you where the budget is leaking before you spend another month funding it.

FAQs

How long did these Google Ads results take?

Ninety days. The comparison covers May 18 to August 15, 2026, against the previous 90-day period, measured directly in the Google Ads dashboard.

What cut the cost per lead by 73%?

Separating campaigns by product and intent, blocking consumer and job-seeker queries with negatives, tightening geo targeting, and feeding cleaner conversion signals to Google’s bidding.

Does Google Ads work for commercial cleaning equipment suppliers?

Yes, when campaigns target commercial intent. Facility managers search for scrubbers, sweepers, hire, and servicing daily. The waste comes from consumer queries, not weak demand.

What budget did these results require?

Around $4,570 over 90 days. Structure mattered more than spend, the budget rose 44% while leads rose 431%.

Can you do this for equipment hire and servicing too?

Yes. Hire and fleet maintenance ran as separate campaigns in this account, each with its own ads and landing pages, and both generated enquiries.