Google Ads for Cleaning Services: Build a Reliable Lead Flow (Residential + Commercial)

Cleaning is a category where conversion rate can be excellent — if you make it easy for people to choose you.

The main issue isn’t demand. It’s lead quality.

If you’ve ever felt like Google Ads sends you:

• price-only shoppers,
• people outside your service area,
• or “Can you tell me what this should cost?” calls…

…you can fix that with structure, qualifiers, and clearer messaging.

This guide covers how to set up Google Ads to generate:

• recurring residential clients (weekly/biweekly),
• one-time deep cleans and move-outs,
• and commercial cleaning leads (higher contract value, longer sales cycle).

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What users are looking for when they search “cleaning service”

People rarely want “cleaning” — they want a specific outcome:

• “I’m moving out and I need it spotless.”
• “I want my home reset every two weeks.”
• “We need office cleaning we can trust.”

They also want certainty:

• what’s included,
• how pricing works,
• and whether you’re trustworthy in their home or workplace.

Your ads and landing page should answer those questions quickly.

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Step 1: Decide what you want more of (the most underrated step)

Cleaning companies often run into this:

They get leads… but not the leads they want.

Pick a priority first:

• recurring residential
• deep cleans / move-out
• commercial offices
• Airbnb / turnover cleans

Each needs different keywords, ads, and landing pages.

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Step 2: Split campaigns by service type (and by residential vs commercial)

A simple structure that works:

• Campaign A: Residential recurring
• Campaign B: Deep clean / move-out
• Campaign C: Commercial cleaning

Why this matters:

• Residential converts fast and responds to simple pricing ranges and fast booking.
• Commercial needs credibility, insurance, and a quote process.

When you separate these, you can control budget and optimize based on the right outcomes (booked cleans vs quote requests).

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Step 3: Keyword strategy (target buyers, not browsers)

Start with exact + phrase on intent-heavy queries:

Residential:

• “house cleaning [city]”
• “maid service near me”
• “recurring house cleaning”
• “biweekly house cleaning”

Deep clean / move-out:

• “move out cleaning [city]”
• “deep cleaning service”
• “apartment deep cleaning”

Commercial:

• “office cleaning service”
• “commercial cleaning company”
• “janitorial services [city]”

Add qualifiers if you offer them:

• “eco friendly”
• “same day” (only if true)
• “monthly”

Cleaning negatives to add early

Add these and expand weekly:

• Employment: jobs, hiring, training
• DIY content: how to clean, tips, checklist
• Product shopping: supplies, products, spray, mop
• Free/cheap: free, cheap, coupon (use carefully if you run promos)

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Step 4: Ads that attract recurring clients (not one-time bargain hunters)

Position for trust + consistency:

• “Insured & vetted cleaners” (only if true)
• “Easy reschedules”
• “Recurring plans available”
• “Checklist-based clean (kitchen, bathrooms, floors)”

Example headline patterns

• House Cleaning – [City]
• Move-Out Cleaning Available
• Office Cleaning Quotes
• Recurring Plans (Weekly/Biweekly)

If you only advertise “cheap,” your account learns to find the cheapest customers.

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Step 5: Landing pages that convert (and qualify)

Your landing page should do two things:

1. Make the buyer feel safe choosing you.
2. Collect just enough info to quote or book quickly.

Residential landing page blueprint

1. Clear headline (“House cleaning in [City]”)
2. “What’s included” checklist (simple, scannable)
3. Pricing model (ranges help; avoid forcing a call for basic info)
4. Trust signals (reviews, insured/bonded, background checks if true)
5. Simple booking/quote form

Move-out landing page blueprint

Add:

• “What move-out includes” checklist
• Add-on options (inside fridge/oven, cabinets, etc.)
• Timeline expectations (availability)

Commercial landing page blueprint

Commercial leads want:

• insurance readiness,
• reliability,
• scope clarity,
• and consistent scheduling.

Include:

• services list (offices, retail, medical—only if you do it)
• “How we quote” process
• proof: references, reviews, years in business
• form fields that capture scope (sq ft, frequency, facility type)

One qualifier that improves lead quality (without hurting conversion)

Ask one of these in your form:

• Bedrooms/Bathrooms
• Home size range
• Cleaning frequency (one-time vs recurring)
• Facility type (for commercial)

This turns “random lead” into a real quote conversation.

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Step 6: Tracking and follow-up (the hidden profit center)

At minimum:

• track calls
• track form submits

Better:

• track “booked clean” vs “quote request”
• separate conversions for recurring vs one-time

And don’t underestimate speed-to-lead:

If you reply to form leads fast, you win more of them — even with the same ad spend.

A simple follow-up text template

“Hi [Name] — this is [Company]. Thanks for requesting a quote. A couple quick questions so we can confirm pricing: (1) Bedrooms/bathrooms? (2) One-time or recurring? (3) Preferred day/time?”

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Commercial cleaning: how to avoid low-value “one office” leads

Commercial can be fantastic — but the scope varies a lot and the sales cycle is different.

To improve quality:

• Use commercial-specific keywords: “janitorial services”, “office cleaning”, “commercial cleaning company”
• Add scope qualifiers in the form: facility type + square footage range + cleaning frequency
• Set expectations: “Recurring service available (weekly/biweekly/nightly)”

If you only run broad “cleaning service” keywords, you’ll mostly get residential leads.

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Local Services Ads (LSA) vs Search Ads (when it matters)

If LSAs are available in your category/location, they can be good for quick inbound calls.

Search Ads are usually better for:

• move-out/deep clean offers,
• commercial quote flows,
• and any service where the landing page needs to explain “what’s included.”

Many cleaning companies run both: LSAs for call volume and Search Ads for service-specific landing pages.

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Common cleaning Google Ads mistakes (and fast fixes)

• No “what’s included” section: Add a checklist. Clarity converts.
• No pricing context: Even ranges reduce junk leads and speed up bookings.
• Too-wide service area: Tighten geo and exclude far neighborhoods.
• One campaign for everything: Separate recurring vs deep clean vs commercial.
• Slow follow-up: Reply to forms fast; it changes results more than people expect.

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Weekly optimization ritual (20 minutes)

• Add negatives from search terms
• Tighten geo (exclude far or low-value areas)
• Compare recurring vs one-time lead quality
• Update “what’s included” (clarity improves conversion)
• Listen to 3–5 calls to hear real objections

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Next step

If your cleaning ads feel inconsistent, start with:

1. splitting residential vs commercial,
2. tightening keywords and negatives,
3. adding one qualifier to your form.

Those three changes alone can dramatically improve lead quality.