Building Bin Blast a performance marketing engine
Paid social, Google Ads, tracking and a new website run as a single strategy, optimised towards new subscriber acquisition and overall lifetime value.
A Bin Blast truck working a Dunedin streetWhat we were working with
Bin Blast came to us with a business that already worked, but no tracking to tell them why and a small history of running paid ads. People in Dunedin loved the brand, subscriptions were growing and Blair was busy. What was missing was tracking and a strong marketing strategy.
The measurement was the root problem. Purchases weren't being recorded back to traffic sources or ad spend. Adding to the challenge, a one-off clean is worth $39 whilst a monthly subscriber could be worth hundreds over a year.
On top of that, the paid strategy was limited. Demand itself had to be created rather than captured. Although owning search was essential, the volume just wasn't there. To scale the business we had to look to other channels.
The last piece was the website. The website was converting well, but it still had a lot of potential that was resulting in conversion rates that were lower than what were possible.
How we approached it
We fixed the measurement
Everything else depends on the platforms knowing what a good customer looks like, so tracking came first. We replaced the third-party form reporting with hardcoded conversion tracking and started sending a modelled value with every booking instead of a flat one. Subscriptions carry far more weight than one-off cleans, weekly and monthly plans more than quarterly, and multiple bins more than a single bin, all modelled over the expected life of the subscription. Google and Meta now spend towards the customer who keeps paying, not the customer who was cheapest to win.
The Purchase conversion action in Google Ads, recording a value against every bookingCreative that stops the scroll
We found out that Blair, Bin Blast's owner, had a creative side, exactly what we want to see in a client. He got behind the camera (or smartphone, rather) and started pumping out reels. These reels are engaging and designed to stop people scrolling through Instagram and Facebook. This worked. The ads captured attention and successfully drove customers to click through to the website and purchase.
A frame from one of Blair's reels, a bin being wheeled out for a blastPaid social as the demand engine
Almost nobody wakes up and searches for bin cleaning. They see it, realise it exists, and then want it. That makes Meta the engine of this account rather than the support act. We built a demand generation engine that pushed the creative that Blair made out to the right people.
The Christchurch presale reel previewed in Meta Ads Manager alongside the booking flow it lands onGoogle Ads & SEO to catch the demand social creates
Google runs on a deliberately tight budget here, doing two jobs. The first is brand protection: a Core Brand campaign that keeps competitors off Bin Blast's name once paid social has put it in people's heads. The second is capture: a Bin Cleaning campaign split into ad groups for bin, wheelie bin and rubbish bin searches, exact and phrase match only, with a long negative list. It converts strongly, but mainly to capture the stragglers who saw the social ads. Organic search does the same job without the click cost: the site is built to rank for bin cleaning Dunedin and bin cleaning Christchurch, and it holds the top spot in Dunedin, so someone who goes looking after seeing a reel finds Bin Blast whether they click the ad or the result underneath it.
Bin Blast top of the Google results for bin cleaning DunedinA website built to convert what the ads buy
Paid media can only ever be as good as what it lands on, so we rebuilt the site and the entire purchase journey: a custom five-step booking flow, Stripe payments and subscriptions, and a CRM capturing every lead including the ones who start the booking and do not finish. Purchases rose 283 percent in the month after launch against the month before. It also gave us the hardcoded tracking the whole programme runs on, which a third-party embedded form could never have provided.
The rebuilt Bin Blast website and booking flowLaunching in Christchurch
With the engine running in Dunedin, the same programme opened Christchurch, a city more than six times the size with two established competitors and nobody who had heard of Bin Blast. We took the strategy that worked in Dunedin and threw it straight at Christchurch, with presales ready to get cleaning the day Bin Blast arrives on the streets.
The Christchurch service area the launch programme targetedThe numbers that matter
Comparing the six months since we started working with Bin Blast to the same six months of the previous year. And the growth is still happening.
Visitors who stayed and did something, rather than bouncing. Growing faster than traffic overall means the audience got better, not just bigger.
Total sessions across the same six-month window.
Booking and session figures both compare March to August 2026 with March to August 2025, the same six-month window either side. All paid activity was paused for the month of June 2026, and that month is included in the comparison rather than excluded from it.
Orders since we took the account on
Monthly orders across Dunedin and Christchurch, from before we took over through to today.
Trend only. The vertical scale is deliberately unlabelled, so this shows the shape of the growth rather than Bin Blast's order volumes. All activity was paused for June 2026 because Blair was too busy, which is the dip you can see late in the series.
"Working with the team at TooGood has been a game changer for my business. Their work on our advertising has doubled our sales. Zac understands our business and what ROI means for us."
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