Industries · Cleaning
Google Ads for cleaning companies
How house cleaning, maid service and commercial cleaning companies use Google Ads to win recurring clients, what it costs and how to avoid the most common waste.
By CampaignPro · Updated
Short answer
Google Ads is one of the most affordable ways for cleaning companies to get clients who are ready to book. US averages for cleaning and maid services are about $8.50 per click and $47 per lead, with a conversion rate near 18%.[1] The keys are separate residential and commercial campaigns, blocking job-seeker searches from day one, targeting only your real service area and tracking bookings.
Does Google Ads work for cleaning companies?
Yes. People searching "house cleaning near me" or "office cleaning service" usually want to book soon, and they tend to contact the first few companies that look trustworthy. Google Ads puts you at the top for those searches in the neighborhoods you serve. Because cleaning clients often book again every week or month, one new client from an ad can be worth much more than the first job.
What Google Ads costs for cleaning companies
Cleaning is one of the more affordable home service categories to advertise in. Industry averages from US search campaigns:[1]
| Category | Avg. cost per click | Avg. conversion rate | Avg. cost per lead |
|---|---|---|---|
| Cleaning / maid services | $8.50 | 17.65% | $46.99 |
A high conversion rate is typical because cleaning searches are specific and ready to book. That also means small budgets can work: at around $47 per lead, even a modest monthly test budget produces enough leads to learn what works.
Residential and commercial cleaning need separate campaigns
Homeowners and office managers search differently, value different things and are worth very different amounts over time. Keep them apart:
| Campaign | Example searches | Why it's separate |
|---|---|---|
| Recurring house cleaning | house cleaning service, maid service near me, weekly cleaning | Highest lifetime value on the residential side. |
| Deep & move-out cleaning | deep cleaning service, move out cleaning, move in cleaning | One-off jobs, strong intent; good way to win first-time clients. |
| Commercial / office cleaning | office cleaning service, commercial cleaning company, janitorial services | Larger contracts, longer decisions; needs its own ads and page. |
| Specialty (optional) | carpet cleaning, window cleaning, post-construction cleaning | Only if you offer it; different pricing and competitors. |
| Brand | your company name | Cheap clicks that protect you from competitors bidding on your name. |
Keywords to target and to block
Good cleaning keywords
- house cleaning [city]
- maid service near me
- move out cleaning service
- deep cleaning service
- office cleaning company
- commercial cleaning services
Common negative keywords
- jobs, hiring, cleaner salary, cleaning jobs near me
- how to, diy, checklist, tips
- cleaning supplies, products, vacuum
- free, cheap (test carefully)
- car cleaning, dry cleaning, duct cleaning (if you don't offer them)
- franchise, start a cleaning business
Job seekers are the biggest source of wasted spend for cleaning companies. "Cleaning jobs near me" is searched constantly and looks similar to customer searches, so it needs to be blocked from day one.
Local Services Ads for cleaning businesses
House cleaning companies can also run Google Local Services Ads, which charge per lead and show a Google badge at the very top of results. They're a good complement to Search Ads, which give you more control over which services, areas and searches you pay for.
Tips that make cleaning ads convert
- Show price or "instant quote" where you can. Cleaning shoppers compare quickly, and clear pricing earns the click.
- Lead with trust: insured, background-checked staff, satisfaction guarantee, reviews.
- Send ads to a matching page. A move-out cleaning search should land on a move-out cleaning page with a quote form, not the homepage.
- Track bookings, not just clicks. Count quote requests, calls and online bookings as conversions.
- Target your real service area by zip code or radius, so you don't pay for clicks from people you can't reach.
Common cleaning company Google Ads mistakes
- Not blocking job seekers. Hiring-related searches can quietly take a big share of the budget.
- Mixing residential and commercial. One campaign means one budget and one message for two very different customers.
- Too wide a service area. Leads from 40 minutes away are rarely worth the drive.
- No conversion tracking. Without it, there's no way to tell which keywords bring booked clients.
How CampaignPro runs Google Ads for cleaning companies
- Free audit or free setup. Already advertising? You get a free audit of your account. New to Google Ads? The account setup is free.
- Built around your services and service area, with call and form tracking so every lead is counted.
- Weekly search term and budget reviews to cut wasted spend.
- Flat fee from $1,000 per month, month-to-month, no setup fee. Ad spend is paid directly to Google.
- One specialist, direct access. No account managers in between.
Across client accounts, cost per lead has dropped 27% on average in the first 90 days. See real campaign results, how Google Ads management is priced or what the free audit checks.
Sources
Benchmarks are averages across many advertisers. Your own costs depend on your city, competition, services and how well the account is set up.