Deep-dive research and a ready-to-build regional Google Ads strategy for JAN-PRO Commercial Cleaning NZ — grounded in the real buyer's words and four scraped competitors.
Prepared by PipeHQ for JAN-PRO NZ · Confidential — internal strategy. Regions (all launch together): Auckland · Bay of Plenty · Waikato · Wellington · Christchurch.
This is the research and strategic foundation for JAN-PRO's first Google Ads campaigns across all five regions — built from real customer-voice research and a teardown of four competitors. Think of it as the map that guides the campaigns, not a fixed script of exactly what will happen.
The buyer psychology, segments, positioning, funnel and creative that every campaign is built on — one shared source of truth so the ads, landing pages and budget all pull the same way.
This page is the executive view. The Full research library opens each finding as its own deep page. Start with the Customer Magnet — it's the centrepiece everything builds on.
It's a direction, not a promise of exactly what happens. Specifics — budgets, which segments and keywords win, CPLs, some messaging — will shift as real data comes in. The strategy adapts; the foundation holds.
Every page has its own Sign-off & feedback box at the bottom — please review and sign off (or request changes on) each one, not just this hub. Signing off means you're happy with the direction and research on that page, not locking every number. Each submission comes straight to us with a record of what was approved. We'll refine the details together as the campaigns run.
The whole category runs on one shared wound: “the cleaner who stops showing up.” The buyer doesn't have a cleaning problem — they have a “who do I trust with the keys and my reputation” problem. Everything below builds on that reframe: dirt → accountability.
Every competitor positions against the same failure — brilliant for four weeks, then a slow slide while the manager quietly picks up the slack. JAN-PRO's own hero line already owns it: “great once is easy; great consistently since 1991.”
Install one belief: a named local owner with skin in the game, backed by an international system, is more accountable than a faceless national or an anonymous casual — not less. This flips franchise skepticism into the reason to buy.
Free walkthrough → fixed monthly price → trial before you commit → no lock-in. The only un-matched offer in the set — no competitor offers a trial. It dissolves the deepest blocker: 12-month-contract regret.
A high-skepticism, high-personalisation market rejects generic “we clean everything.” Build sector ad groups with matching pages across four regional campaigns — never one blended campaign.
This hub is the executive view. Every finding below opens as its own full, deep-dive page — the complete research, not a summary. Start with the Customer Magnet; it's the load-bearing artifact everything else is built on.
Old way vs new way — the category shifts Jan-Pro can lead. Open →
Who the buyer really is, in their own words — 30+ sections of fears, beliefs, triggers, objections. Open →
31 dimensions scored 0–10 with the copy strategy each implies. Open →
The six segments in depth, each with a Google Ads intent block. Open →
Every feature → benefit → proof → differentiation verdict vs 4 rivals. Open →
The B2B lead funnel, rung by rung, with per-segment contact models. Open →
Segment tiers + region phasing, incl. the hospitals/aged-care narrative. Open →
Angles the whole campaign can open with — each one grounded in the buyer's own words.
“First four weeks immaculate. Week five it's a lick and a promise, and by week eight I'm wiping the boardroom table myself.” Name it, then promise the thing the category can't deliver — consistency, verified.
“Who exactly has keys to my building right now — and has anyone actually checked them?” → police-checked, vetted, named local owner. Justifies a premium in schools, medical and hospitals.
Free walkthrough → fixed monthly price → trial before commit → no lock-in. The strongest single lever in the category, and no rival matches it.
ENVIROSHIELD® hospital-grade (kills 99.99%) + documented schedules + audits → wins medical / hospitals / schools and justifies price.
The same accountable face every visit, with corporate-grade cover when someone's away. Best-of-both against both the sole-trader and the faceless national.
Representative soundbites from the customer magnet — the exact language to mirror in ads and on the page.
I don't have a cleaning problem. I have a 'who do I trust with the keys and my reputation' problem.
Monday. Bins overflowing, kitchen untouched. They just… didn't come. No text, no call, nothing.
First four weeks? Immaculate. By week eight I'm wiping the boardroom table myself before a client meeting.
I've fired three cleaners in two years. I'm exhausted by the whole thing.
If I switch and the new mob is worse, that's on me. Better the devil I know.
Trial before I commit AND a fixed monthly price? So I can prove it's good before I'm locked in. That kills my #1 fear.
Everyone says 'reliable.' Prove it.
One infection-control ding and I'm explaining myself to the DHB and my indemnity insurer.
I'm supposed to have this handled — and I'm secretly emptying bins myself so no one notices.
'A local owner with skin in the game' — so there's a named person who loses the contract if it slips. That's different.
The category is migrating from “a clean” to accountable, verifiable, de-risked hygiene. JAN-PRO can lead every one of these shifts.
| Old way | New way (JAN-PRO) | Why it wins |
|---|---|---|
| Anonymous casual cleaner, minimum wage, no stake | Named local owner-operator with skin in the game | Someone loses the contract if it slips — accountability the buyer can picture |
| Appearance-only “wipe & vacuum” | Health-grade hygiene: ENVIROSHIELD® 99.99%, documented scope, audits | Reframes cleaning as compliance/safety — justifies a premium |
| 12-month lock-in on a promise | Trial before commit + fixed monthly price + no lock-in | Removes the #1 reason unhappy buyers stay stuck |
| Phone-quote guesswork | Free on-site walkthrough → tailored written proposal | The walkthrough IS the sales event — a hard contrast to rivals |
| Faceless national / rotating subbies | Local face + international systems, training & cover | Continuity of one person, with a safety net when they're away |
Most have fired 2–3 cleaners. Don't educate — name the pain back.
Terrified of a worse switch. De-risking is the top conversion lever.
“Everyone says reliable.” Every claim needs proof attached.
Rejects generic. Their exact sector, named back to them, converts.
All six get even treatment in the build, but for a first campaign this is the demand × value × ease-of-win order.
| # | Segment | Role in the account | Lead proof | Search intent |
|---|---|---|---|---|
| 1 | Offices (SME) | Volume / lead engine — single fast decision-maker | Trial + fixed price + same person weekly | “office cleaning [town]”, “commercial cleaners” |
| 2 | Medical centres | Best value-per-lead — practice manager signs fast | ENVIROSHIELD 99.99% + police-checked | “medical centre / clinic cleaning” |
| 3 | Office buildings (FM) | Biggest contracts — multi-stakeholder, longer cycle | One accountable owner + defensible price | “commercial building / body corporate cleaning” |
| 4 | Schools + ECE | Strongest differentiator — term-timed, slower sign-off | Police-checked, safe around tamariki | “school cleaning contract”, “ECE cleaning” |
| 5 | Warehouses | Mid-tier — price-shopped, lead on H&S | WorkSafe-ready + guaranteed cover | “warehouse / industrial cleaning [town]” |
| 6 | Hospitals / healthcare | Low-spend capture — fold with Medical, skew aged-care | Hospital-grade + national backup | “aged care / rest home cleaning” |
No competitor offers a trial. Free walkthrough, one fixed number in writing, prove it before you're locked in. Detonates the buyer's deepest blocker.
A named owner whose livelihood depends on keeping you, welded to “great consistently since 1991.” Answers the accountability wound head-on.
ENVIROSHIELD® 99.99% and vetted, re-checked cleaners. On both health and security it out-flanks three of the four rivals — the edge for medical, hospitals and schools.
Campaign = Region (separate budgets per franchisee). Ad group = Segment. The plan works on two axes: regions (all five live at once — non-negotiable) and segments (tiered by fit for paid search). Because every region launches together, all phasing happens on the segment axis — which is what stops a first campaign burning budget on the wrong buyers.
A segment's dollar value is not the same as its fit for paid search. Google Search only pays back when a buyer is actively typing a query, decides reasonably fast, and converts on a self-serve action (book a walkthrough). Segments are tiered on that fit — not on contract size alone.
| Tier | Segments | Why here | Primary channel |
|---|---|---|---|
| 1 | Offices (SME) · Medical centres | Active searchers, single fast decision-maker, self-serve close. Google Search earns its keep here. | Google Search — fund first |
| 2 | Office buildings (FM) · Schools + ECE | Real search demand exists, but multi-stakeholder / seasonal. Clicks convert weeks-to-months later. | Search + nurture |
| 3 | Warehouses | Acute H&S pain and decent intent, but price-shopped. Add once Tier 1 funds it; lean on H&S + cover. | Search (opportunistic) |
| 4 | Hospitals · large aged-care | Highest value, worst paid-search fit (see below). A cheap capture net only — won elsewhere. | Relationship / off-Google |
You're right that they're the fattest contracts in the market. But high value ≠ winnable on Google Search — and for a first campaign they'd quietly drain the budget that Offices and Medical need to prove the account. Four reasons:
So how do we still chase them? Three moves, none of which sap the phase-one budget:
① A cheap aged-care long-tail capture net — a tiny, hard-capped set of terms (“aged care cleaning”, “rest home cleaning”) folded into the Healthcare ad group to catch the rare in-market operator.
② Win them off-Google — direct outreach to facility managers, referrals from the medical clients we land, LinkedIn and local relationships, plus tender-watch.
③ Land-and-expand — take one wing / one clinic / one site (via the Medical engine or direct), prove the standard and the audit trail, then grow into the facility or group. The trusted-local-owner + national-systems story is the expansion lever.
Regions are fixed and launch together (client decision): one campaign per franchisee region, all switched on at the same time — no region phasing. Each campaign points at that region's live location page for message-match and Quality Score. Phasing happens on the segment axis instead.
| Region campaign | Targeting / landing page |
|---|---|
| Auckland | jan-pro.co.nz/location/auckland |
| Bay of Plenty (Tauranga / Mount Maunganui) | jan-pro.co.nz/location/bay-of-plenty |
| Waikato (Hamilton) | jan-pro.co.nz/location/waikato |
| Wellington | jan-pro.co.nz/location/wellington |
| Christchurch | jan-pro.co.nz/location/christchurch |
⚠️ The Auckland location page currently returns a “Contact Us” page title — confirm it's the intended Auckland landing page (or point that campaign at the correct page) before launch.
| Segment ↓ / Region → | Auckland | Bay of Plenty | Waikato | Wellington | Christchurch |
|---|---|---|---|---|---|
| Offices (SME) · T1 | |||||
| Medical centres · T1 | |||||
| Office buildings (FM) · T2 | |||||
| Schools + ECE · T2 | |||||
| Warehouses · T3 | |||||
| Hospitals / aged-care · T4 |
All five regional campaigns go live together. On the segment axis, start with Offices (SME) and Medical centres across every region, then layer Office buildings, Schools (spike pre-Term 1) and Warehouses as Tier 1 proves CPL/CVR. Concentrate budget on Tier 1 first — five simultaneous regions spread spend, so the smaller, cheaper-CPC markets (Bay of Plenty, Waikato) fund cheap learning while Auckland/Wellington carry volume and Christchurch supplies the testimonial proof that travels nationally. Confirm each region's franchisee capacity before switching demand on.
A B2B local-service lead funnel — no webinar. The “sales event” is a free on-site walkthrough; the offer is a fixed monthly proposal + trial. Start human, automate as you learn.
Keep humans on every step so you hear the buyer unfiltered. Learn which hook pulls, which objection comes up on the walkthrough, and the cheapest qualified lead by segment/region. Start here, on Offices (SME), with Medical in parallel.
Once Rung 1 shows which questions predict a good lead. Pre-sizes the job, routes multi-site FM differently from a single SME, filters one-off / residential / job-seeker noise. Build with /quiz-funnel.
For the slow segments (Schools, Office buildings, Hospitals/aged-care) that buy on board / RFP / term timing. Capture now, nurture to the window. Keep Offices/Medical on the fast human path.
Short, quote-first structure. The core page is segment-agnostic — a five-line swap block clones it per ad group.
The framed preview below exists purely to show the words, structure and flow in context. It is not the final page design — real fonts, imagery, colours, spacing, logo lock-up and layout will be built to the JAN-PRO brand system at design/build stage. Read it for the copy, not the look.
Get a named local owner who can't afford to let you down: police-checked, hospital-grade, and yours to trial before you sign. One free on-site walkthrough. One fixed monthly price. No lock-in.
Get my free walkthrough & fixed monthly quote →Cleaning happens after hours, by strangers with keys, while no one's watching. You pay every month for an outcome you can't witness — and you stake your reputation on it. The fix isn't a better mop. It's someone accountable, standards you can verify, and a way to test it before you're locked in.
International brand. Local owners. Your site is taken on personally by a local JAN-PRO owner whose livelihood depends on keeping you — backed by an international brand's systems, training and cover. The local face and the national safety net.
They introduced our new cleaner in person to make sure everything was covered.
| Swap slot | Offices (SME) | Medical & clinics | Schools & ECE | Warehouses |
|---|---|---|---|---|
| Headline | Tired of the office cleaner who's immaculate for a month — then falls apart? | Is your clinic actually audit-ready — or only clean on the sales visit? | Would you let an unvetted stranger into your school at 2am? | One unmopped spill is an incident report with your name on it. |
| Lead proof | Trial + fixed price + same person weekly | ENVIROSHIELD 99.99% + police-checked continuity | Police-checked cleaners, term-clean before Day 1 | Helps you pass the WorkSafe walk + guaranteed cover |
| CTA | Get my free office-cleaning walkthrough → | Book a clinic hygiene walkthrough → | Book a free school walkthrough → | Get a fixed per-site quote & H&S walkthrough → |
Written once per segment, reused across all four regions via {LOCATION(City)} insertion. Every character count verified (≤30 headlines / ≤90 descriptions). No fabricated guarantees, no “best”, NZ WorkSafe (never OSHA).
Enable 0508 526 776 (mobile-preferred, calls ≥60s = conversion) + a “Book your free walkthrough” lead form for after-hours capture, with a “which best describes your site?” routing question.
Tight per-region × per-segment ad groups. Phrase for discovery → graduate winners to exact. Swap [town] per region. Harvest search terms weekly — there's no account history yet.
[office cleaning [town]]The live site uses US “OSHA-compliant” boilerplate — factually wrong for NZ and it quietly undercuts the “local owners” story. All ad and page assets here use WorkSafe / Health & Safety at Work Act 2015; the live site should be corrected to match before launch.
Turn this into the actual Google Ads build — 5 regional campaigns (Auckland · Bay of Plenty · Waikato · Wellington · Christchurch) all live at once, each pointed at its location page, starting with the Offices + Medical ad groups.
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