How Merula Helped Octowash Bins
Generate 2157 leads & Add 517+ New Customers
(In just 12 months)
How Merula Helped
Octowash Bins Generate 2157 leads & Add 517+ New Customers
(In just 12 months)
*Note: We only work with 1 niche client per city so spots are limited.
Introduction
Octowash Bins is a professional trash can cleaning service serving the Spokane, Washington area. They use a custom made truck that is equipped with pressurized water heated to over 200 degrees, which eliminates 99% of harmful bacteria and odor from residential trash bins, leaving them cleaned, disinfected, and deodorized in an environmentally friendly way.
When owner John reached out to us in May 2024, Octowash Bins faced a critical challenge. Despite investing $1,000 monthly in social media marketing, they were only generating 1-2 signups per month. For a young business that had just weathered their first winter season with only 60 active subscription clients, this return on investment was unsustainable.
After less than a year in business and only a few active months before their winter slowdown, John knew he needed a dramatic change. The traditional marketing approach was draining resources without delivering the growth necessary to build a thriving trash bin cleaning service in Spokane's relatively small market of 200,000 people.
This case study covers our partnership over the last 2 season (12 months of active advertising) and how we helped Octowash Bins generate 2,157 qualified leads, achieve close rates as high as 37%, and add 517 new customers directly through our marketing system - transforming them from a struggling startup into Spokane's premier bin cleaning service.
Summary of Results
76 new customers in first 2 months from 380 leads
2,157 qualified leads generated over 12 active months
517 new customers added directly through our system (50% on subscription plans)
23.94% average close rate - reaching highs of 37%
$43.96 customer acquisition cost despite aggressive scaling
The Challenge
When we first connected with John from Octowash Bins in May 2024, his business faced several significant challenges:
Poor Marketing ROI: Despite investing $1,000 monthly in social media marketing, they were seeing only 1-2 signups per month - a ROI that threatened the business's sustainability.
Market Awareness Issues: As a relatively new service in Spokane, most residents didn't know bin cleaning services existed or understand why they needed it done. T
Small Market Size: Operating in Spokane presented unique obstacles with a service area population of only 200,000 people - less than half the size of markets where our other clients operated. This smaller pool meant every lead needed to count.
Seasonal Limitations: Being based in Washington meant dealing with cold winters where new signups heavily declined. While they could maintain existing customers except during freezing temperatures, acquiring new customers during winter months was very difficult, compressing their growth window to warmer months.
Minimal Digital Presence: As a new business lacking established social media presence or online reputation, Octowash struggled to build trust and credibility with potential customers.
The Strategy
1. In-Depth Market Research & Analysis
Before launching any campaigns, we conducted comprehensive research:
- Analyzed Spokane's demographics and studied the local market to understand awareness levels
- Researched seasonal patterns and optimal timing for service promotion
- Identified messaging angles that would resonate with Spokane residents
2. Front-End System Implementation
After completing our market research and analysis, we began setting up the front-end system that would drive Octowash's lead generation success.
Facebook Campaign Development: We built and managed the entire Facebook advertising infrastructure, implementing ongoing optimizations to maximize performance. This included setting up the campaign structure, audience targeting, and budget strategies designed specifically for Spokane's market.
Creative Development & Testing: Our team conducted extensive research and ideation to develop compelling ad copy, including headlines and primary text that would resonate with Spokane residents. We tested multiple creative angles and styles simultaneously, developing educational content that explained the benefits and convenience of the service. We also created seasonal promotions around holidays like Labor Day and Father's Day, continuously refining our messaging based on performance data.
Video Creative Production: We focused on organic style video creatives for Octowash bins. For these ads we handled all research, ideation, editing, and script writing for video creatives. These ads were specifically designed to catch attention and clearly explain the service value, helping overcome the "why do I need this?" objection that was common in this new market.
Lead Capture Optimization: Once viewers engaged with our ads, they were funneled into Facebook lead forms. These forms collected information like:
- First and last name
- Email address and phone number
- Full home address (to verify service area eligibility)
- Number of trash bins requiring cleaning
- Preferred cleaning frequency (monthly, quarterly, or one-time)
- Trash pickup day
This information allowed Octowash to immediately determine if they could service the lead and what to charge them, setting up the sales team for success before the first contact.
3. Back-End System Implementation
Once leads were captured through our front-end system, they were funneled into our back-end system designed to maximize conversion rates.
Speed-to-Lead Automation: We implemented an instant response system where new leads received both email and SMS messages within minutes of submitting their information. This immediate engagement capitalized on their interest while it was highest.
Strategic Follow-Up Sequences: For the first week after lead submission, our system automatically followed up three additional times using email, SMS, and voicemail drops. If leads didn't respond during this initial week, they were moved into a month-long nurture sequence designed to maintain engagement and encourage conversion over time.
Lead Calling Pipeline: We built a comprehensive pipeline system that allowed Octowash to track exactly where each lead was in the sales process. This included monitoring how many times they'd been contacted, who still needed to be reached, and what stage of consideration they were in.
Advanced Automation Features: Our system included other automations as well that would:
- Remove customers from workflows when they indicated they weren't interested
- Automatically update lead status when they signed up for service
- Adjust pipeline positions based on customer interactions
- Ensure no lead fell through the cracks while preventing over-communication
4. Aggressive Scaling Strategy
With John's commitment to rapid growth during active seasons, we implemented an aggressive approach:
- Scaled daily ad spend up to $200 on peak days during warm months
- Balanced volume with quality to maintain conversion rates
- Focused on building market awareness while capturing demand
Creatives
The Results
First 2 Months: Immediate transformation:
- 380 leads generated
- 76 new customers added
- Exceeded all performance guarantees
- Proved the system's effectiveness in a small market
End of Season 1: Building momentum:
- 719 total leads generated
- 20% close rate achieved
- Established systematic processes
- Built foundation for future growth
End of Season 2: Optimization delivers:
- 2,157 total leads generated (cumulative)
- 517 total new customers added through our system
- Close rate improved to record 37%
- 50% of new customers chose subscription plans
- Achieved sustainable, scalable growth model
What Made The Difference
Several key factors enabled Octowash's exceptional growth despite market challenges:
Market Education Focus: Our campaigns didn't just sell - they educated Spokane residents about a service they didn't know existed, creating demand where none existed before.
Relentless Testing: By testing multiple creative angles simultaneously and capitalizing on seasonal opportunities, we found winning messages quickly.
Conversion Obsession: Recognizing higher costs in a smaller market, we helped build systems that achieved industry-leading 37% close rates, making every lead count.
Seasonal Maximization: Understanding the limited growth window, we scaled aggressively during warm months to build a customer base that would sustain through winter.
Continuous Improvement: Close rates improving from 20% to 37% between seasons demonstrated our commitment to ongoing refinement.
The Impact
The transformation extended far beyond just numbers:
Market Creation: Octowash didn't just capture existing demand - they created an entirely new market in Spokane for bin cleaning services.
Winter Resilience: Strong customer base with 50% on subscriptions now provides stable revenue through slow winter months when new signups are minimal.
Growth Foundation: With proven systems and growing market awareness, Octowash is positioned for continued expansion each active season.
What The Client Had To Say About Merula:
Conclusion
Octowash Bins' transformation from a startup that was struggling to acquire customers to adding 517 new customers proves that explosive growth is possible even in untapped, challenging markets.
When John came to us frustrated with spending $1,000 monthly for just 1-2 signups, many would have concluded that Spokane simply wasn't ready for professional bin cleaning services... Instead, we saw opportunity.
By conducting thorough market research, implementing comprehensive systems, testing aggressively, and focusing relentlessly on conversion rates, we helped John not just find customers - we helped him create an entire market.
The results speak for themselves: 2,157 leads generated, 517 new customers added directly through our system, close rates reaching 37%, and Most importantly, John now has predictable, scalable systems that will continue driving growth each active season.
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And if after our call, we seem like a fit, we will walk you through our entire system that has generated thousands of customers for businesses like yours.
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