How Merula Helped
Jersey Garbage Can Cleaners
Generate 722 Leads And Add 132+ Clients
(In Just 5 Months)
*Note: We only work with 1 niche client per city so spots are limited.
Introduction
Jersey Garbage Can Cleaners is a professional garbage can cleaning service based in Cranford, New Jersey, proudly serving Westfield, Cranford, Scotch Plains, and over 30 surrounding communities across Northern and Central New Jersey. They use a custom built truck that delivers 200 degrees of highly pressurized hot water to sanitize, disinfect, and deodorize residential and commercial garbage cans in an environmentally friendly way.
When we originally got in contact with the owner, Victor, in the summer of 2025, Jersey Garbage Can Cleaners was facing a problem familiar to many in the bin cleaning industry: lead generation was too slow, customer conversion wasn't happening fast enough, and the cost of acquiring new business was eating into margins. Victor knew his service was excellent and his market had potential but what he needed was a marketing system that could help unlock that demand.
This case study reveals how we helped Jersey Garbage Can Cleaners generate 722 qualified leads, maintain a consistent 18% close rate, and add over 132 new customers, with a majority of them on subscription plans, in just five months through our Meta advertising system.
Summary of Results
722 qualified leads generated in 5 months (July–November 2025)
132+ new customers added, majority on subscription plans
18.28% average lead-to-customer conversion rate
$5.12 average cost per lead over the full engagement
$28.01 average customer acquisition cost — dropping as low as $16.57 in Month 1
$3,696.86 total ad spend across the entire campaign period
The Challenge
When we first connected with Victor from Jersey Garbage Can Cleaners in the summer of 2025, his business was grappling with challenges that threatened its growth despite operating in a high-potential market.
Slow, Expensive Lead Generation: Victor's existing marketing efforts were not producing leads at the speed or cost necessary to scale the business. As he put it directly, "lead generation and customer conversion was not fast enough, too expensive." For a service-based business trying to build recurring revenue, this combination was unsustainable.
Building Awareness in a New Category: Despite the density of the market, most homeowners in the area had never considered professional garbage can cleaning. Victor wasn't just competing for market share — he was creating awareness for a service category that many residents didn't know existed, which meant his marketing needed to educate as much as it sold.
The Strategy
1. In-Depth Market Research & Analysis
Before launching any campaigns, we conducted a thorough analysis of Jersey Garbage Can Cleaners' market to build a foundation for high-performing advertising. This included analyzing the demographics and studying the local market to understand awareness levels. We also researched seasonal patterns, local competitors, and messaging angles that would resonate with the New Jersey market.
2. Front-End System Implementation
After completing our market research and analysis, we began building and deploying the front-end system that would drive Jersey Garbage Can Cleaners' lead generation.
Facebook Campaign Development: We built and managed the entire Meta advertising infrastructure for Jersey Garbage Can Cleaners, including campaign structure, audience targeting across their service area, budget allocation, and ongoing optimizations. We carefully structured campaigns to reach homeowners in the right communities while keeping cost per lead under control. We continuously monitored and adjusted campaigns throughout the five-month engagement to maintain performance as the market matured.
Creative Development & Testing: We tested multiple creative angles simultaneously, from health and hygiene messaging to convenience and curb appeal, identifying the combinations that drove the highest engagement and lowest cost per lead. We also developed seasonal and promotional hooks to capitalize on peak interest periods during the summer and fall months.
Video Creative Production: We handled the initial research, ideation, and script writing. From there Victor recorded raw video content and sent it to our team. Then our editors stepped in and produced polished, scroll-stopping video ads.
As Victor described the process, "It's really simple. You just record your content, get it sent over to them, and then they make the magic happen from there."
These video creatives played a critical role in educating viewers about a service many had never heard of, building trust through Victor's authentic on-camera presence while clearly communicating the value proposition.
Lead Form Optimization: Once viewers engaged with our ads, they were funneled into carefully designed Facebook lead forms that collected the key information Jersey Garbage Can Cleaners needed to qualify and service each prospect. By capturing detailed information upfront, Victor's team could immediately determine serviceability and pricing, enabling faster and more effective follow-up that contributed to their strong 18% conversion rate.
Ongoing Optimization: Throughout the five-month engagement, we continuously refined targeting, creative, and campaign structure based on real performance data. This ongoing optimization ensured that even as the initial wave of high-intent prospects was captured, the campaigns continued to deliver quality leads at sustainable costs across the service area.
The Results
Month 1 (July 2025): The system delivered stellar results right out of the gate:
- 222 leads generated
- 43 new customers added
- $3.21 cost per lead
- $16.57 customer acquisition cost
- 19.37% lead-to-customer conversion rate
The first month set the tone for the entire engagement, demonstrating that Northern New Jersey's suburbs were hungry for this service when presented with the right messaging and offer.
Total Results (July–November 2025): Sustained performance across five months of active campaigning:
- 722 total leads generated
- 132+ total new customers added with a majority on subscription plans
- $5.12 average cost per lead
- $28.01 average customer acquisition cost
- 18.28% lead-to-customer conversion rate
- $3,696.86 total ad spend
The Business Impact
The transformation went well beyond lead volume and into the fundamental economics and trajectory of Jersey Garbage Can Cleaners.
Recurring Revenue Foundation: With the majority of new customers signing up for subscription-based cleaning plans starting at $18 per month, Victor didn't just add customers — he built a base of predictable, recurring monthly revenue. Over 130 subscription-heavy customers represents a significant and growing revenue stream that compounds over time.
Exceptional Marketing ROI: At $28.43 average customer acquisition cost for subscription customers paying $18 or more per month, Victor's payback period on ad spend is remarkably short — often recouped within the first or second cleaning. This kind of unit economics makes aggressive scaling not just viable but strategically compelling.
Operational Confidence: Having a proven, reliable lead generation system in place gives Victor the confidence to plan ahead — whether that means adding trucks, hiring staff, or expanding into new service areas — knowing that customer acquisition is no longer the bottleneck.
What The Client Had To Say About Merula:
Conclusion
Jersey Garbage Can Cleaners' rapid rise from slow, expensive marketing to adding over 130 new customers in just five months proves that the right system can unlock quick growth – even in a competitive market where most people have never heard of the service being offered.
For bin cleaning businesses wondering whether Meta advertising can truly move the needle, Jersey Garbage Can Cleaners' story answers that question decisively: with the right strategy and the right partner, even a modest budget can build a thriving, subscription-driven business in a matter of months.
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We GUARANTEE results or your money back.
So, if you want to chat and see if our strategy is a good fit for your business…
Your next step will be to book a FREE consultation call with me.
During this call you can share more about your business, goals, and challenges.
And for the record…
This is not a sales call in disguise.
You see, I’m not even sure if we can help your business yet, or if we're a good fit.
So our initial conversation is a simple no-pressure call to better understand your situation.
And if after our call, we seem like a fit, we will walk you through our entire system that has generated thousands of leads for businesses like yours.
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