Three options. Only one actually works for your business.
The franchises own the suburb search and the AS1851 commercial work is invisible on your site
Oven cleaning is four lines stitched together. There's residential one-off (the homeowner doing a spring clean or pre-Christmas oven, where a single suburb visit pays $180 to $260 and a referral chain follows if you don't damage the seals), end-of-lease (the tenant panicking three days before the exit inspection, who needs the oven, stovetop, rangehood and BBQ done together at a flat price), commercial AS1851 (the restaurant or cafe whose insurer requires a certified annual exhaust-hood and ductwork clean to the Australian Standard), and strata recurring (the body-corp contract on a 24-unit block doing every common-area oven and BBQ on a quarterly cycle). The structural problem is that the national franchises (Oven Wizards, OvenCleaners.com.au, Mr Oven) bid the residential search across every suburb and outspend the local single-van operator. Meanwhile your AS1851 certification, which is the highest-margin work you can do, never appears on your website because nobody Googles 'oven cleaning' looking for a commercial hood clean; the restaurant owner Googles 'AS1851 exhaust hood cleaning [city]' and a competitor with a single-page commercial site wins it. And every oven cleaner who damages a door seal with the wrong caustic chemistry loses ten years of referral work on the back of one Google review.
Good oven-cleaning marketing is three things, in this order: a service-page library where the four lines you actually run are each their own page (residential one-off with the oven, stovetop, rangehood, BBQ price grid; end-of-lease with the same four pieces at a discounted bundle and a 'we clean to the REIA exit-inspection standard' callout; commercial AS1851 with the certification, the annual service-record format auditors want, and a sample report PDF; strata recurring with the per-block proposal), each with a per-suburb modifier so the long tail rankings actually land; a Google Business Profile loaded with twenty-plus before-and-after photos of dip-tank racks and rangehood baffles, the right service categories (Cleaning Service, Commercial Cleaning Service for AS1851), and review-prompt automation that catches the residential customer two days after the clean when the kitchen is still pristine; and a Google Ads campaign with separate ad groups per line, weighted to the Thursday-Saturday end-of-lease panic window and to the Monday-Tuesday morning when restaurant owners brief out the next annual AS1851 service.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the four lines you actually want more of (commercial AS1851 vs. end-of-lease vs. residential one-off vs. strata recurring) rather than competing toe-to-toe with the national franchises on broad residential search. Briefs the other agents so the suburb pages, the line-specific ads, the social posts and the Google Business categories all push toward the highest-margin work, the AS1851 commercial and the strata recurring book, not just whatever the franchises are bidding on this week.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new line-and-suburb page (an 'end of lease oven clean in [suburb]' or an 'AS1851 commercial exhaust hood clean in [city]') a five-minute job. Ships clean pages to your live site with the right chemistry callouts (dip-tank for trivets, eco-friendly low-caustic for the cavity, seal-and-gasket protection process), real before-and-after photos, a per-piece price grid, and a click-to-book CTA, in two taps.
Goes through your live site for the things that actually move local rankings on oven-cleaning queries: per-line and per-suburb keyword optimisation, Cleaning Service schema with the right secondary categories, AS1851-compliance attributes and chemistry process in markup, and a Google Business Profile that beats the franchise listings on completeness, photo count, and the eco-friendly and insurance attributes. Auto-applies the low-risk fixes; flags anything bigger.
Launches Google Ads with separate ad groups per line and per suburb, so the tenant sees an end-of-lease bundle ad and the restaurant owner sees an AS1851 commercial ad. Weights bids to the Thursday-Saturday bond-panic window and the Monday-Tuesday commercial brief-out window. Drops broad 'oven cleaner near me' bids that get outspent by the franchises. Targets long-tail '[suburb] AS1851 exhaust hood cleaning' and '[suburb] end of lease oven bundle' queries where you can actually win the click.
Turns the chemistry and the before-and-afters into the marketing asset. Posts the dip-tank shot, the rangehood baffle going from caked to mirror, the BBQ grate soda-blast, the commercial kitchen hood before-and-after. Builds the trust signal that separates a careful specialist from a franchise that runs a different operator each week. You text one before-and-after per job, the agent drafts the caption in your voice with the technical detail (the suburb, the chemistry, the appliance brand if relevant), you approve.
Drafts the long-form pieces customers Google before they book: 'how much does an oven clean cost in [city]', 'is self-cleaning oven safe', 'does the rangehood need a separate clean', 'what is AS1851 commercial kitchen hood cleaning'. Two drafts a month, in your voice, that pull in the careful homeowner or the cautious venue manager weeks before they need you.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan against the four lines and your priority suburbs delivered by Sam
- Google Business Profile reconfigured with Cleaning + Commercial secondary categories
- Residential, end-of-lease and AS1851 commercial suburb pages indexed and ranking
- Google Ads live with one ad group per line per suburb
- First fortnight of dip-tank before-and-after captions queued in your voice
- Chemistry-process and AS1851 certification badges shipped on the site
- AS1851 service-record sample PDF drafted for the commercial line
Oven cleaning is a careful-customer business with a national-franchise marketing problem layered on top. The homeowner comparing you against Oven Wizards isn't reading your About page; they're looking at the first credible long-tail result with real before-and-afters and a published chemistry process. The restaurant owner needing an annual AS1851 isn't searching for 'oven cleaning' at all, they're searching for the compliance keyword that never appears on your homepage. The work is making sure the long-tail residential pages outrank the franchise on every suburb you work in, and the AS1851 commercial line is a proper destination on your site, not a footnote.
Agencies are too dear to actually run the four-line, fourteen-suburb page set for $3.5k a month. Tools are cheap but you tune the bids on the couch and the AS1851 page stays a draft. In-House is the third option: for $299 a month the agents ship the pages, launch the line-by-line ads, post the dip-tank before-and-afters, and keep your Google Business profile beating the franchises on completeness. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting Oven Wizards take the suburb you actually live in.