Step 4 — Market Segmentation (Jan-Pro NZ · Commercial Cleaning)

Built directly ON the Customer Magnet (02) and Opportunity Scan (01), cross-validated against scraped client + competitor sources. The six named buyer segments are treated evenly. Each segment carries the standard segmentation template PLUS a Google Ads Intent Block (decision-maker/title · #1 fear/trigger · buying triggers & timing · budget authority · message angle · search-intent phrases · keyword implications · funnel) because this feeds a regional Google Ads campaign (first-ever for the client — no historical account data to mine). Prospect voice is kept raw and first-person where it earns its place. Campaign-wide truth (from 02): across every segment the root problem is identical — "trust without visibility." Cleaning is invisible after-hours labour by strangers with keys, paid monthly for an outcome the buyer can't witness and stakes their reputation on. The winning wedge everywhere is accountable continuity + verifiable standards + a de-risked way in (named local owner · written scope · police checks · trial-before-commit · fixed price). What changes by segment is the stakes (embarrassment → H&S write-up → infection outbreak → child safeguarding) and the decision velocity (self-serve office manager → board/RFP tender). Those two axes drive the ranking at the end. Two non-negotiable copy flags carried from 02/01: (1) replace all US "OSHA" boilerplate on the client site with NZ WorkSafe / H&S at Work Act 2015 in every ad + LP; (2) lead with sector- and region-matched proof — this market trusts peers above claims.

1. Offices — Single-Tenant SME

Core Characteristics

• Decision-maker / job title: Office Manager, EA/Practice Coordinator, or the **business owner who is the office manager** (accounting/law/real-estate branch, dental/physio, small agency). Directly evidenced in Jan-Pro's own testimonials — a Ray White branch manager, a business owner, a national director.
• Budget authority: HIGH / self-serve. One person signs a weekly clean inside their own opex threshold; rarely needs sign-off. The fastest decision in the market.
• Time-poor, wears five hats, no facilities team. 30–60, reputation-sensitive, allergic to surprises. Google-searching at their desk, usually right after an incident.
• Smallest contract value but highest search demand and lowest friction — the volume engine of the first campaign.

Explicit Desires

• A cleaner who reliably shows up and does the same job every week.
• One fixed monthly price they can budget and forget.
• A single human to text when something's off.

Pain Points

• #1 fear: a client/visitor sees a messy space and quietly downgrades their opinion of the firm — "You can't pitch 'we're meticulous' from a boardroom with coffee rings."
• The no-show ("bins overflowing Monday, no text"); the month-one cliff; the silent phone.
• Being the office nag, and secretly emptying bins before a meeting so no one notices.

Hidden Desires

• To look on top of it — for the boss/clients to notice a sharp space and think "she runs a tight ship."
• To hand the whole headache to "a grown-up" and never think about cleaning again.

Hidden Pains

• Shame at DIY-ing the cleaner's job; fear of vouching for a new provider that then "turns to custard" and making them look naive twice.

Social Benefit Desires

• Quiet status: "visitors comment on how sharp the place looks" — and it reflects on them. Being the manager peers ask "who do you use?"

Persuasion Angles

• "The office cleaner who actually shows up." Name the no-show/month-one cliff head-on, then de-risk: see it in writing, try before you sign, one fixed monthly price.
• "Great once is easy. Great every week since 1991 — that's the whole job." (Client's own hero line.)
• Franchise reframe: "a named local owner with skin in the game" = more accountable than an anonymous employee, not less.

Dimensionalized Benefits

• "Monday morning stops being a gamble. I walk in, it's done, it's perfect, and I get on with my actual job."
• Same vetted, uniformed person weekly; a written scope so "clean" means something; one text fixes anything same day.

Emotionalized Benefits

• Relief and quiet pride. From firefighter/nag → the manager who "just sorts things." "I stopped being the secret bin-emptier and started feeling like a manager again."

Sale Value

• Low–Mid: ~$hundreds/month recurring (weekly clean, small footprint). TBC after walkthrough.

Lifetime Value (LTV)

• High relative to sale — sticky once trust is earned; natural upsell ladder (add frequency, windows, carpet, deep cleans). Multi-year retention typical.

Positioning Strategy

• Lead position: "Reliability, guaranteed by a local owner who can't afford to let you down — try it before you commit." Contrast positioning against flaky solo cleaners and faceless nationals. Ratings (1–10): Customer resonance 9, Differentiation 8, Credibility/deliverability 9 (trial + fixed price are real), Longevity 9. Highest all-round fit of any segment.

Google Ads Intent Block

• Buying triggers / timing: a no-show or "last straw" miss; incumbent price-hike letter; office move/fit-out; team growth; pre-client-visit panic; new office manager doing a first-90-days clean-sweep.
• Search-intent phrases: office cleaning [town] · office cleaners near me · commercial cleaning [town] · office cleaning company · weekly office cleaning · small office cleaning [suburb] · commercial cleaners [town].
• Keyword implications: highest volume + highest intent, but the most competitive head terms (every player bids "office cleaning"). Win on local + Quality Score: tight per-region ad groups, "[town]/[suburb]" match, LP that mirrors the exact phrase. Cheapest path to first conversions; expect the bulk of early leads here.
• Funnel: PAS (Problem → Agitation → Solution). Fast, near-impulse, single decision-maker — sharp pain, quick agitation of the no-show/month-one cliff, solution = trial + fixed price. Ad = PAS hook → LP = PAS + proof + one-form walkthrough booking.

Ignoring this segment means walking away from the cheapest, fastest conversions in the account — the leads that fund testing everything else.

2. Medical Centres — GP / Dental / Physio / Clinics

Core Characteristics

• Decision-maker / job title: Practice Manager (the classic role) — strong delegated operational authority; owner-GP/dentist for larger spend.
• Budget authority: Med–High / mostly self-serve. Practice manager signs day-to-day service contracts; owner co-signs above threshold. Fast relative to schools/hospitals.
• Runs an accreditation-minded, compliance-aware site (RNZCGP Cornerstone / HealthCERT-adjacent). Pays a clear premium for certainty and hygiene proof.

Explicit Desires

• Infection-control-grade cleaning of treatment rooms and high-touch surfaces, between patients where needed.
• Audit-ready evidence; the same vetted, discreet cleaner every time.

Pain Points

• #1 fear: cross-contamination / a dirty treatment room / an infection-control ding — "One infection-control ding and I'm explaining myself to the DHB and my indemnity insurer."
• Patients perceiving a grubby clinic; a swab/audit failure traced to poor cleaning.

Hidden Desires

• To sail through accreditation without a wink of lost sleep; to be seen by the owner-clinicians as the manager who has hygiene handled.

Hidden Pains

• The 3am "what if the auditor comes tomorrow and the rooms aren't up to standard?" — personal liability for something invisible done overnight.

Social Benefit Desires

• Standing with clinicians and patients as the safe pair of hands; a clinic that visibly signals "clean and safe."

Persuasion Angles

• "Hospital-grade disinfection for your clinic — ENVIROSHIELD kills 99.99% of bacteria and viruses, no harsh fumes or residue." This is Jan-Pro's genuine, differentiated proof asset and it lands hardest here.
• "Audit-ready every day, not just on the sales visit." Written scope + scheduled checks + police-checked continuity.
• De-risk: trial-before-commit + fixed price so switching from an unreliable incumbent carries zero lock-in fear.

Dimensionalized Benefits

• "The health/accreditation review came and went and I didn't lose a wink of sleep." Documented, hospital-grade hygiene; the same trusted person; one contact who fixes issues same day.

Emotionalized Benefits

• Calm confidence and protected reputation — the dread-relief of knowing patient safety is genuinely covered, in writing.

Sale Value

• Mid, premium-tolerant — pays up for certainty and hygiene proof (higher price per m² than an SME office).

Lifetime Value (LTV)

• Very high — extremely sticky (health buyers rarely switch a trusted provider); strong specialist upsell (deep disinfection, hard-floor, carpet).

Positioning Strategy

• Lead position: "The hygiene partner that treats your clinic like a clinic — hospital-grade disinfection, police-checked continuity, audit-ready proof." Reframe the category (Blue Ocean vs "wipe and vacuum"). Ratings: Uniqueness 8 (ENVIROSHIELD is defensible), Resonance 9, Credibility 9, Competitive advantage 8. Best value-per-lead in the account.

Google Ads Intent Block

• Buying triggers / timing: infection-control incident or near-miss; accreditation cycle (Cornerstone); new practice manager; clinic fit-out/expansion; incumbent price hike or failure.
• Search-intent phrases: medical centre cleaning [town] · medical cleaning services NZ · clinic cleaning [town] · dental practice cleaning · healthcare cleaning company · infection control cleaning · medical facility cleaning [city].
• Keyword implications: lower volume than "office cleaning" but far higher intent and value, and Jan-Pro already has a dedicated Medical Facility Cleaning page = strong landing-page relevance / Quality Score. Bid up; the ENVIROSHIELD angle is a QS and CVR advantage competitors can't easily copy.
• Funnel: PAS → ACCA. Ad = PAS (name the infection-control fear). LP = ACCA (Awareness → Comprehension → Conviction → Action) because the hygiene claim is higher-involvement and needs proof/conviction (ENVIROSHIELD spec, vetting, audit cadence, peer testimonial from a clinic) before a Practice Manager enquires.

Ignoring this segment means leaving the highest-margin, stickiest leads to CrestClean Healthcare and Jani-King — and wasting Jan-Pro's single most defensible proof asset.

3. Office Buildings — Multi-Tenant / Facilities & Property Managed

Core Characteristics

• Decision-maker / job title: Facilities Manager / Property Manager / Building Manager, or a body-corporate manager at a commercial property firm (Colliers/Bayleys/CBRE/JLL or independent). Answerable to landlord AND tenants at once.
• Budget authority: Med–High; FM signs within an opex threshold, larger portfolios go to asset owner / body-corp committee. Often manages multiple sites → potential portfolio contract.
• Professional repeat buyer; wants a defensible fixed price they can pass to a landlord.

Explicit Desires

• One accountable provider across all common areas (lobbies, lifts, shared bathrooms), with consistent standards on every floor.
• A single point of contact and fast issue resolution.

Pain Points

• #1 fear: tenant complaints about common areas, or a shabby lobby making the building look cheap to prospective tenants → leasing/renewal risk and a landlord asking "sort it."
• Inconsistent standards across floors/sites; being the manager who "couldn't even sort the cleaning."

Hidden Desires

• To look like a smooth operator across the whole portfolio; to stop fielding tenant emails about the bathrooms.

Hidden Pains

• Being caught between landlord (cost pressure) and tenants (standards) with cleaning as the visible flashpoint.

Social Benefit Desires

• Reputation as the FM whose buildings always present well and whose tenants renew.

Persuasion Angles

• "One accountable provider for every common area — consistent standards on every floor, tenants stop complaining, leases keep renewing."
• "A defensible fixed price you can pass straight to the landlord." Contrast against patchy multi-vendor / rotating-subbie standards.
• Single-point-of-contact accountability (mirrors CrestClean's "Regional Manager" play — match and out-specify it with the named local owner).

Dimensionalized Benefits

• "My tenants stopped emailing me about the bathrooms and started renewing their leases." Uniform standard across floors/sites; one text, sorted same day.

Emotionalized Benefits

• Control and credibility across a portfolio; the quiet win of a building that silently says "well run."

Sale Value

• High — larger footprints and often multi-site = the biggest contract values in a first campaign.

Lifetime Value (LTV)

• Very high — portfolio expansion (add buildings/sites) + specialist services; FM relationships compound.

Positioning Strategy

• Lead position: "One named owner accountable for your whole building — consistent common-area standards you can defend to any landlord or tenant." Contrast + niche-down positioning. Ratings: Resonance 8, Differentiation 7 (must out-specify CrestClean's single-point-of-contact), Market opportunity 9 (metro portfolios), Scalability 9.

Google Ads Intent Block

• Buying triggers / timing: recurring tenant complaints; tenant turnover / new lease-up; a new building taken under management; contract renewal; portfolio consolidation to one provider; annual opex budget cycle.
• Search-intent phrases: commercial building cleaning [city] · office building cleaning services · common area cleaning [city] · facilities cleaning company [city] · multi tenant building cleaning · body corporate cleaning · commercial property cleaning [city].
• Keyword implications: strongest in Auckland & Wellington CBD (metro concentration of managed office towers); Christchurch/Tauranga thinner. Higher-value, slightly longer cycle (landlord/body-corp). Route to a multi-site / FM-specific LP, not the generic office page.
• Funnel: ACCA (multi-stakeholder, higher-value B2B needs conviction) — with a TOFU-MOFU-BOFU nurture overlay for FMs not in-market yet (they buy on renewal cycles).

Ignoring this segment means missing the account's largest single contracts and the portfolio-expansion LTV that dwarfs any one-off office.

4. Schools — Primary / Secondary Kura (+ ECE adjacent)

Core Characteristics

• Decision-maker / job title: School Business Manager / Executive Officer (EO) / Property Manager, recommending to the Board of Trustees (BoT) who sign off; Principal influences. ECE centre manager for the childcare-adjacent buyer.
• Budget authority: Business Manager recommends; Board signs off; funded from the school's MoE operational grant / property funding. Larger contracts often go to formal tender. Slower, committee-gated.
• Buying is term/calendar-timed (NZ school year Jan–Dec).

Explicit Desires

• Vetted, police-checked cleaners safe to be around tamariki; reliable term-clean completed before Day 1; germ control to keep sick-days down; eco-friendly products.

Pain Points

• #1 fear: an unvetted stranger alone in the school at night (safeguarding) — "An unvetted adult alone in a school at night — I can't even think about it."
• A norovirus/flu sweep through classrooms; a parent complaint about grubby toilets; term-clean not done before term starts; the board losing confidence.

Hidden Desires

• To protect the children and the school's name flawlessly; to be the business manager the board trusts implicitly.

Hidden Pains

• Carrying safeguarding + health responsibility for after-hours strangers they can't supervise; exposure at an ERO / property review.

Social Benefit Desires

• Standing with the board, principal and parents as the safe, organised custodian of the school environment.

Persuasion Angles

• "Would you let an unvetted stranger into your school at 2am? Police-checked, trained, insured cleaners you can trust around tamariki." (Opportunity-Scan headline #2 — safeguarding is the killer wedge here.)
• "Term-clean done before Day 1 — every term, on schedule." Reliability against the school calendar.
• Health/eco: hospital-grade disinfection + germ control to cut sick-days; genuine (not greenwashed) eco credentials for the board.

Dimensionalized Benefits

• "Half the class used to be off with bugs — not anymore, and the board stopped asking about the cleaning." Vetted continuity; term-timed reliability; audit-ready evidence for property reviews.

Emotionalized Benefits

• Deep reassurance — children safe, school presenting well, board confidence restored. From anxious custodian → trusted, on-top-of-it steward.

Sale Value

• High — bulk-funded, larger footprints (classrooms + property maintenance cycles).

Lifetime Value (LTV)

• Very high — multi-year, sticky, board-embedded; expands to property caretaking, deep cleans, hard-floor.

Positioning Strategy

• Lead position: "The only people you'd trust with your tamariki after dark — police-checked, trained, and here every term like clockwork." Emotional + heritage (since 1991, Māori values: kaitiakitanga/manaakitanga) positioning. Ratings: Resonance 9, Credibility 9 (police checks + school specialism are real), Differentiation 8 (safeguarding framing under-used by competitors), Implementation feasibility 6 (slower board/tender cycle).

Google Ads Intent Block

• Buying triggers / timing: start of school year / new term; new financial-year budgeting; incumbent contract expiry (tender); new business manager; ERO/property review; illness outbreak; board complaint. Strongly seasonal — spike bids pre-Term 1 and around term boundaries.
• Search-intent phrases: school cleaning services [town] · school cleaning contract NZ · commercial cleaners for schools · term cleaning school · childcare cleaning [town] · preschool cleaning [town] · ECE centre cleaning.
• Keyword implications: moderate volume, high intent, low competition on "school/ECE cleaning" long-tail = cheap, high-relevance clicks + strong QS (Jan-Pro has dedicated School and Preschool pages). BUT conversion lag: board/tender sign-off means the lead ≠ instant close. Treat as lead-capture now, nurture to the buying window.
• Funnel: ACCA (high-involvement, safety-critical, needs conviction) with a TOFU-MOFU-BOFU overlay to nurture across term/tender timelines.

Ignoring this segment means surrendering the safeguarding wedge — the one angle competitors barely touch — and the stickiest, multi-year contracts in the market.

5. Warehouses — Logistics / Manufacturing / Industrial

Core Characteristics

• Decision-maker / job title: Warehouse Operations Manager / Site Manager / Health & Safety Manager (Facilities at larger sites).
• Budget authority: Ops/site manager, cost-benchmarked hard on cost-per-m²; signs within a site opex threshold. Mid contract value, thinner premium tolerance.
• Concentrated in industrial metros (Auckland South/East Tāmaki, Hamilton, Christchurch).

Explicit Desires

• H&S-compliant cleaning that keeps WorkSafe off their back; dust, spills and racking handled; transparent per-m² pricing with no surprises.

Pain Points

• #1 fear: an H&S write-up / WorkSafe incident with their name on it — slip from an unmopped spill, dusty racking flagged on an H&S walk, pest signs near stored goods. "One slip on an unmopped floor and it's an incident report with my name on it."
• Contamination of stock; grime in forklift areas.

Hidden Desires

• To pass every H&S walk without drama; to not be the site manager who "let it slide."

Hidden Pains

• Personal exposure under the H&S at Work Act 2015; cost pressure vs safety obligation tension.

Social Benefit Desires

• Standing as the safe, compliant operator with the H&S committee and site leadership.

Persuasion Angles

• "Warehouse cleaning that keeps WorkSafe off your back." H&S/compliance wedge (NZ WorkSafe / H&S at Work Act 2015 — not US "OSHA").
• "Transparent per-m² pricing, no nasty surprises — and cover when someone's away, so the site never gets skipped."
• National backup behind the local owner = the site always gets cleaned even when one person's off.

Dimensionalized Benefits

• "The H&S walk found nothing on the cleaning — floors mopped, racking dusted, spills gone, and I knew exactly what I was paying." Reliable cover; documented scope; cost clarity.

Emotionalized Benefits

• Compliance peace of mind and cost control — the relief of one less audit exposure carrying their name.

Sale Value

• Mid — larger floor area but price-sensitive (benchmarked on m²), lower premium than health/schools.

Lifetime Value (LTV)

• Solid — sticky once embedded; upsell to hard-floor scrubbing/buffing, high-level dusting, pest-adjacent, deep cleans.

Positioning Strategy

• Lead position: "H&S-grade industrial cleaning with a fixed per-m² price and guaranteed cover — the site never gets skipped." Contrast + price-transparency positioning. Ratings: Resonance 8 (H&S fear is acute), Differentiation 6 (harder to premium-differentiate), Credibility 8, Market opportunity 7 (metro-industrial). Solid but not a value leader.

Google Ads Intent Block

• Buying triggers / timing: an H&S audit or incident; WorkSafe focus; new/expanded site; incumbent failure; annual budget/tender.
• Search-intent phrases: warehouse cleaning [city] · industrial cleaning services [city] · factory cleaning [town] · warehouse floor cleaning · commercial floor scrubbing [city] · industrial cleaning company NZ.
• Keyword implications: moderate volume, geo-concentrated (target industrial suburbs, esp. Auckland). More price-shopping in the queries → lead value lower; lean on the H&S/compliance + cover angle to escape a pure price race. Watch for one-off "clean-up" searchers who aren't contract buyers (negative-keyword one-off/end-of-lease terms).
• Funnel: PAS (sharp H&S pain → agitate the write-up → solution = compliant, covered, fixed-price cleaning).

Ignoring this segment means missing large-footprint contracts — but bid it after the higher-value/lower-friction segments prove the account.

6. Hospitals — Private Hospitals / Surgical / Clinical & Aged-Care

Core Characteristics

• Decision-maker / job title: Facilities Manager / Hospital Operations Manager / Procurement, often with board/CFO and a formal RFP/tender; HealthCERT + Health NZ supply-chain compliance. Institutional, multi-stakeholder.
• Budget authority: Procurement-led, board-influenced, large contract values, long formal process. Not a self-serve Google click-to-sign buyer. Highest barrier to entry.
• Realistic near-term sub-segment for a franchise owner-operator model: aged-care / clinical-research facilities (near-hospital stakes, more accessible scale — cf. CrestClean's 9-year NZCR relationship).

Explicit Desires

• Demonstrable infection-control (HAI prevention), accreditation-grade cleaning, proven capacity and continuity, insurance/vetting rigour.

Pain Points

• #1 fear: a healthcare-associated infection outbreak or HealthCERT audit failure traced to cleaning — patient harm, liability, reputational ruin. "If someone gets sick because a room wasn't properly disinfected, I will never forgive myself — and neither will anyone else."

Hidden Desires

• To choose a provider so credible the decision is unimpeachable at board level.

Hidden Pains

• Career and organisational exposure on a contract of real scale; fear of picking a provider that can't sustain hospital-grade standards.

Social Benefit Desires

• Institutional trust — being the FM/procurement lead who selected a demonstrably safe, compliant partner.

Persuasion Angles

• Infection-control credentials (ENVIROSHIELD hospital-grade), accreditation, vetted/insured workforce, documented scope + audits, capacity + national backup, Health NZ supply-chain fit.
• Caveat: the trial + "local owner" retail story is weaker here; hospitals buy proof-of-scale + compliance via RFP, not a walkthrough. Position as land-and-expand (start with a wing / sanitising / aged-care site, prove, grow).

Dimensionalized Benefits

• "HealthCERT came through and cleaning was a non-issue — documented, hospital-grade, fully vetted." Audit-proof hygiene at scale with guaranteed cover.

Emotionalized Benefits

• Institutional confidence and liability protection — the deepest "sleep at night" of any segment.

Sale Value

• Highest per contract — but rare and slow.

Lifetime Value (LTV)

• Highest per win, multi-year — but low win-rate via paid search; relationship/RFP-driven.

Positioning Strategy

• Lead position: "Hospital-grade infection control, proven and audit-ready — international systems, local accountability, capacity that scales." Credibility/heritage positioning. Ratings: Resonance 8, Credibility 6 (franchise-scale capacity questions vs institutional buyers), Implementation feasibility 4 (RFP/procurement, long cycle), Market opportunity 5 (tiny search volume). **Lowest fit for a first, self-serve Google Ads campaign.**

Google Ads Intent Block

• Buying triggers / timing: formal tender/RFP cycle; accreditation; new facility; a serious incident. Long, procurement-led — rarely a same-session conversion.
• Search-intent phrases: hospital cleaning services NZ · healthcare cleaning contractor · clinical cleaning company · aged care cleaning [city] · rest home cleaning [town].
• Keyword implications: lowest search volume of the six and the longest cycle; hospital head terms are near-vanity. If run at all in v1, fold into a shared "healthcare" campaign with Medical Centres and skew spend to the aged-care long-tail (the actually-winnable buyer). Otherwise a small always-on presence + capture form; don't over-invest early.
• Funnel: TOFU-MOFU-BOFU / Value Ladder. Long B2B nurture; land a smaller/aged-care contract, prove, then expand — the Value Ladder that underpins the whole account.

Ignoring hospitals as a headline segment is correct for v1 — but capture the aged-care sub-segment cheaply; it's the near-hospital buyer a franchise can actually win and retain for years.

Cross-Segment Recommendation — Ranking for the First Google Ads Campaign

Scored on Demand × Value × Ease-of-win (ease = decision velocity + single decision-maker + Quality-Score/LP fit + franchise-capacity fit + competition). H/M/L, first-campaign lens.

Lead segment: Offices (single-tenant SME) — with Medical Centres as the immediate value play.

Why: Offices give the account the cheapest, fastest conversions (self-serve office manager, highest volume, Jan-Pro's reliability + trial + fixed-price story is purpose-built for them) — the leads that generate proof and cash to fund testing. Medical Centres run in parallel as the margin engine: fewer searches but far higher value/LTV, a fast single decision-maker, and Jan-Pro's one genuinely defensible asset (ENVIROSHIELD hospital-grade) that competitors can't cheaply match. Office Buildings is the "grow the deal size" third campaign; Schools the seasonal, high-differentiation nurture play; Warehouses a mid-tier add; Hospitals a low-spend, aged-care-skewed capture layer, not a headline.

Campaign architecture implication

• Mirror the even six-segment weighting as six sector ad groups / campaigns per region (Christchurch, Auckland, Tauranga/Mt Maunganui, Wellington) — Jan-Pro's sector-specific pages (Office, Medical, School, Preschool, Commercial) map cleanly to matched LPs = high Quality Score (Opportunity-Scan point #7). Consolidate Hospitals into Healthcare with Medical for v1.
• Budget skew for v1 (even representation, weighted investment): heaviest on Offices + Medical (proven demand × ease/value), moderate on Office Buildings + Schools (seasonal), light on Warehouses, minimal on Hospitals/aged-care — then rebalance on real account data (this is the first-ever campaign; no history to mine).
• Negative keywords across all: residential/"house cleaning", "cleaning jobs"/careers (the Reddit sweep proved job-seeker noise), one-off "end of lease/move-out" where contract intent is the goal (retain some one-off terms only as an entry wedge).

Funnel-type summary (per segment)