Case Study: How Bill Bin Hire Turned Google Ads Into 15–20 Calls Per Day

Running a skip bin business in Melbourne isn’t easy. Competition is tough, advertising is expensive, and many companies waste money on ads that don’t bring real customers.

Bill Bin Hire faced the same challenge. Despite running ads with high costs, they were only getting 2–3 calls a day and struggling to stand out. That’s when they partnered with Embery to take a smarter approach to digital marketing.

The Challenge:

• Ads were bringing clicks, but not enough conversions

• Average cost per lead was too high to scale profitably

• Limited online presence compared to competitors

• Customer trust and reviews weren’t being leveraged

In short: money was going out, but results weren’t coming in.

The Strategy:

Our approach was simple but effective — focus on profit-driven optimisation.

Google Ads Keyword Optimisation

• Cut wasted spend on irrelevant keywords

• Focused on high-intent search terms like “skip bin hire Melbourne”

• Positioned the 6m³ bin as the hero product with clear pricing (“From $99 per cubic”)

Better Cost Efficiency

• Improved ad quality scores → lower cost per click

• Shifted budget to off-peak times when clicks were cheaper

• Delivered more qualified leads at lower costs

Social & Trust-Building

• Revamped Facebook presence with consistent posts

• Added geo-targeted boosts to reach local homeowners & builders

• Responded to all reviews and launched a QR-code review campaign → more positive Google Reviews, stronger trust

The Results:

The transformation was clear — and fast.

📞 Calls increased from 2–3 per day to 15–20 per day

💰 Lower cost per lead, making campaigns highly profitable

🚛 Bookings for the 6m³ skip bin surged, boosting revenue margins

⭐ Higher visibility & stronger reputation through social and Google Reviews

Why It Worked

Unlike generic ad services, we didn’t just “set and forget” campaigns. Every change was based on data and customer behaviour. By combining performance-driven ads with brand trust-building, Bill Bin Hire gained both immediate sales and long-term positioning.

Key Takeaway

Digital marketing isn’t just about running ads — it’s about running the right ads. With the right strategy, Bill Bin Hire went from struggling with wasted clicks to dominating their market with more calls, more bookings, and lower costs.

If you’re in a competitive industry like skip bins, this case study proves one thing: 👉 Smart optimisation brings real, measurable growth.