Quick answer: Cleaning leads are relatively cheap (LocaliQ’s 2025 data puts cleaning and maid services around $47 per lead), and recurring clients are worth many times one clean. Advertise a clear price or offer, make booking instant, and treat residential, end-of-lease and commercial cleaning as separate campaigns.
Cleaning is a trust purchase. Someone is letting you into their home or office. The ads that work show real staff, simple pricing and proof of reliability, and they make it easy to book in under a minute.
What ads cost for cleaning companies
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Personal Services | $7.17 | 12.34% | $54.6 |
| Google Search: Cleaning/Maid Services (LocaliQ 2025) | n/a | n/a | $46.99 |
| Facebook and Instagram lead ads: Personal Services | $2.08 | 6.51% | $30.57 |
Personal Services (which includes cleaners) averages $7.17 per click and $54.60 per lead in WordStream’s 2026 Google data. On Facebook lead ads, WordStream’s 2025 data put Personal Services at about $30.57 per lead.
The maths that matters is lifetime value: a weekly clean for a year can be worth 40 or more visits.
Which channel to start with
Channels by service:
- Google Search for “house cleaning near me”, “end of lease cleaning” and “office cleaning” (high intent)
- Facebook and Instagram for recurring home cleaning offers and first-clean discounts
- Google Business Profile and reviews, because cleaners are chosen heavily on star rating
- LinkedIn or Google Search only for commercial contracts; Facebook rarely reaches facility managers well
Google Ads keywords for cleaning companies
Keep residential, move-out and commercial keywords apart.
- Residential: “house cleaning service”, “home cleaners near me”, “fortnightly cleaner”, “deep clean”
- Move out: “end of lease cleaning” (AU/UK), “move out cleaning” (US), “bond cleaning”
- Commercial: “office cleaning company”, “commercial cleaning services”, “strata cleaning”
- Specialist: “carpet cleaning”, “window cleaning”, “after builders clean”
Negative keywords to add on day one
jobs, cleaner jobs, hiring, salary, cleaning products, supplies, vacuum, DIY, how to, checklist pdf, free.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Online booking or instant quote calculator
- Clear prices or price ranges by home size
- Staff vetting and insurance details
- Satisfaction or re-clean guarantee if you offer one
- Reviews with photos
Full list: landing page checklist.
Track the right things
- Online bookings and quote requests
- First clean to recurring conversion rate
- Revenue per client over 6 to 12 months
Platform rules that apply to cleaning companies
- If you advertise jobs for cleaners on Meta, that is an employment ad and falls under Meta’s Special Ad Categories with restricted targeting.
- Any guarantee or police-check claim must be true for every staff member.
Common mistakes
- Judging ads on first-clean revenue instead of lifetime value
- No price information, so leads drop off at the quote stage
- Mixing hiring ads with customer ads
- Not separating commercial and residential campaigns
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Personal Services average of $46.99 per lead, 20 leads a month is roughly $940 in ad spend before management fees.
Residential cleaning companies often start with $1,000 to $2,500 a month. Because recurring clients are valuable, scaling is usually limited by staff capacity, not ad cost.
Frequently asked questions
What works best for cleaning business ads?
A clear first-clean offer, visible pricing, and instant booking. Trust signals like insurance, vetting and reviews matter as much as the offer.
Should cleaners use Facebook or Google?
Google for people searching now; Facebook for recurring home cleaning offers and building awareness locally. Most cleaners use both.
How do I get commercial cleaning contracts from ads?
Use Google Search for commercial terms, a dedicated commercial landing page with site-visit booking, and follow up quickly. These are slower, larger deals.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- LocaliQ 2025 Home Services benchmarks, trade CPC and CPL as summarised by PipelineOn
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Meta for Developers: Special Ad Categories (housing, employment, financial products and services)
Want a second opinion on your cleaning ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →