21–28 July 2026 · JAN-PRO Commercial Cleaning Aotearoa
Week two was the week the account finally had enough traffic to diagnose properly — and the diagnosis was clear. We were being outranked, not outspent. Google was showing our ads on roughly four in ten of the searches we should have been winning, and the reason was a quality rating we could see, measure and fix.
We found the cause, and we rebuilt around it today: five new region-specific landing pages, a much simpler booking journey, and a keyword list restored after Google's own automation had quietly trimmed it. That's the whole picture below, in plain English.
The step up was deliberate. We raised bids on 27 July to buy our way into more auctions and get a readable sample — you can't diagnose an account on 178 impressions. It worked: week two produced almost seven times the visibility of week one, and with it, the data we needed.
| Region | Ad shown | Clicks | Spend | Share of available searches |
|---|---|---|---|---|
| Auckland | 670 | 32 | $210.78 | 40.6% |
| Christchurch | 200 | 13 | $88.40 | 47.7% |
| Wellington | 159 | 8 | $56.59 | 42.0% |
| Waikato | 138 | 7 | $38.25 | 57.8% |
| Bay of Plenty | 34 | 0 | $0.00 | 18.0% |
Bay of Plenty is the outlier and we're on it separately — it has budget allocated but has not yet found traffic. That's a specific piece of work for the coming fortnight, not a mystery we're ignoring.
When your ad doesn't show, Google tells you why. For JAN-PRO the answer was consistent across every region: roughly half the time we didn't appear, it was because we were outranked — beaten to the slot by another advertiser. Budget almost never ran out.
That's genuinely good news. Budget problems cost money to solve. Rank problems are usually a quality problem, and quality is something we control.
Google's Quality Score is built from three components. Two of ours were fine or improving. The third was the anchor:
| Component | What Google asks | Our rating |
|---|---|---|
| Ad relevance | Does the ad match the search? | Average to above average |
| Expected click rate | Will people click it? | Below average |
| Landing page experience | Does the page deliver what the ad promised? | Below average — every keyword, every region |
Landing page experience was the only component rated poorly everywhere. So we went and read the page the way Google reads it — and the problem was immediately obvious.
The ads were about office cleaning in Auckland. The page was a well-written argument about trust and reliability — genuinely good writing — that happened never to use the words “office cleaning” at all, and never named a single city.
So someone searching “office cleaning company Auckland” clicked an ad about office cleaning in Auckland, landed on a page that mentioned neither, and Google marked us down for it. Every time.
A separate find, and a useful one. Google offers an “auto-apply” feature that makes changes to accounts automatically. On two occasions — 16 and 25 July — it decided two of our best keywords were redundant and deleted them: office cleaning and commercial cleaners, across all five regions.
They weren't redundant. They were two of the highest-intent terms in the build. We've restored them and switched the automation off, so it can't happen a third time.
This is the one thing worth being patient about. Google re-assesses landing page quality slowly — it doesn't re-grade the day you publish. We would expect to see the quality scores start to move through mid-August, and impression share improve behind them. A flat reading this week wouldn't mean it hasn't worked.
July closed at $443 of the $2,500 measurement budget. We under-spent because we were being outranked, not because we were holding back — and we'd rather tell you that plainly than spend the balance on clicks we already knew were underperforming.
Month one was always the measurement window, and it did its job: we now know precisely what was wrong and it's been fixed. August is the month that should produce a real cost per enquiry, and that's the number we'll be reporting against from here.
Happy to walk through any of this on a call.