Bax Clean is a professional exterior cleaning company based in Melbourne. They specialise in a wide range of specialist cleaning services for residential and commercial properties. Their services include window, solar panel, facade and gutter cleaning, and can be carried out on single-storey homes and highrises alike.
But it wasn’t always that way. Starting out as a window-specific cleaning service, Bax Clean’s Director Simon Baxter wanted to grow — but they wanted to do it right.
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Unlocking growth potential with a comprehensive data led business strategy
Each year we're able to meticulously plan revenue targets and marketing budgets based on historical data. The MYOB integration has been key to understanding existing customer revenue peaks, and from there we're able to plug in new business targets during softer months. The Bax Clean growth has been driven by Simon's hunger to understand his data and internal capabilities and to set progressive growth strategies, and we're very proud of his success.
At the start of 2016, Simon Baxter ran a small window cleaning enterprise. His handful of staff only offered window cleaning services for residential and commercial sites.
As with all entrepreneurs, the growth of his business was his highest priority. Though he understood the importance of setting a solid foundation for slow and steady growth, his ambitions outweighed his means.
Bax Windows, as it was then known, joined EngineRoom in mid-2016 in search of a digital marketing strategy that could unlock the growth potential Simon knew his business had.
Bax Clean did not want quick fixes. They wanted to set the foundations for long-term growth, but recognised that they lacked the strategic digital experience and data to set their wheels in motion.
Our challenge was to improve their business model from the ground up. We needed an end-to-end marketing attribution process to identify which channels generated their leads, how many they brought in, and how well those leads converted.
EngineRoom’s data-first process, successfully set up, would be the first step in unlocking Bax Clean’s limitless future potential.
To achieve the business growth targets, we knew we had to make significant changes to the business. These changes were guided by the market-leading data management and analysis capabilities of the EngineRoom platform. With Simon's strategic thinking and across many annual planning sessions, every year we ticked off various tasks to achieve our growth goals. Website development projects, system integrations, new services released and data lead digital marketing campaigns were all carefully implemented during various stages of business growth
First, we needed clean data. The EngineRoom platform can integrate a number of market-leading data collection applications, and we used those tools to gather all tracking, form fill and phone call data Bax Clean received. We also integrated their MYOB data into our platform. We could then synthesise these reams of data into strategic insights.
Data in hand, we recalibrated their Google Ads campaign and decreased their cost-per-lead by 300%. And that was just the first piece of the puzzle..
The most significant change we made was to increase Bax Clean’s service offerings; along with window cleaning, they also clean gutters, roofs, solar panels, exterior settings, building facades and more.
Bax Clean is now a full-service exterior cleaning specialist, serving homes, highrises and businesses across Victoria.
As Bax Clean’s management invested in the new cleaning services they wanted to offer, we redesigned their website to suit, and increased leads by over 300%.
We created a data-backed Google Ads campaign that reduced their cost per lead yet still brought in high returns to fund future growth initiatives.
Our SEO specialists identified numerous growth opportunities. Our plans included website optimisation and an expansion of the services offered.
Despite justifying every element of our strategy with irrefutable high-quality data, we still asked a lot of Bax Clean. But Simon Baxter trusted our digital advisory. Here’s what that trust won him.
Bax Clean’s sales have dramatically increased through the development of new services and the conversion-focused content to match
The success of the SEO program generated an increase in conversions of over 300%.
The combined efforts of our advisory, creative and engineering teams dramatically improved Bax Clean’s bottom line.
Since the beginning of our partnership in 2016, Bax Clean has achieved extraordinary business growth that points towards a bright future for the company.
Bax Windows engages EngineRoom and is partnered with senior digital advisor Glen Allpress.
EngineRoom integrates with Bax Clean’s accounting software to identify its revenue sources. We set up conversion tracking, MYOB integration and defined benchmark numbers.
Our ROI-optimised Google Ads campaign launches.
Bax Windows breaks its revenue record.
We begin discussions around a rebrand.
The new Bax Clean website is launched with new services and a new SEO program. Bax Clean is migrated to Hubspot and AroFlo improving customer automation and lead management.
Bax Clean breaks its leads-generated record. Through EngineRoom’s SEO campaign, they achieve over 300% conversion growth.
Google rewards Bax Clean with page 1 ranking for over 1,300 keywords. Before partnering with EngineRoom, they ranked for a mere 62.
Supa Group is a Melbourne-based home extension and renovation company. After their previous SEO agency fell flat, they engaged the services of EngineRoom with a clear goal of producing high-quality leads. We set an SEO and Google Ads strategy in motion after identifying that this would produce the best ROI. Everything was integrated into EngineRoom, including Supa Group’s CRM so they could have full visibility over their lead sources and pipeline. As a result, Supa Group saw a huge uplift in lead conversion rates and they reduced their overall marketing spend by 20%.
The Water People needed more than a simple SEO agency, they sought a complete digital transformation to coincide with a change in ownership. EngineRoom created strong growth and captured new markets through a complimentary SEO strategy and Google Ads campaign.
We bought a company to show exactly what EngineRoom’s methodology could do. Five years later, we had grown revenue by 1266% and increased the equity value of the business 10x.
