Industries

Marketing for cleaning companies

Websites and Google Ads for domestic, commercial and end-of-tenancy cleaning companies. Built to bring you steadier enquiries, more recurring work and customers happy to hand over the keys. The aim: fewer one-off cleans, more regulars.

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The situation

How the work is won.

Cleaning gets bought by very different people: a household wanting a regular cleaner, a tenant who needs an end-of-tenancy clean by Friday, and a facilities manager tendering an office contract. Each checks different things. But all of them are letting strangers into their home or premises, so trust wins the enquiry as much as price does. Most searches are local. Many are urgent.

What sends them looking

A tenancy ending, with the deposit riding on the property being left clean.
A return to work, a new baby or a relative to care for, and suddenly no time to clean.
An office move, a new lease or the current contractor's agreement coming up for renewal.
A one-off need, such as an after-builders clean, a move-in clean or a deep clean before selling.
Being let down by their current cleaner: missed visits, patchy standards.

The problem

Why it's harder than it looks.

Where the work slips away

Separating domestic, commercial and end-of-tenancy enquiries, which have different values, timescales and buyers.
Earning enough trust online for people to hand their keys or alarm codes to a company they've never met.
Quoting accurately when the job depends on property size, condition and frequency.
Winning recurring and contract work, instead of an endless stream of one-off cleans.
Covering your patch without paying for enquiries from places you can't reach.

What makes customers hesitate

Who's coming into their home, and whether that person has been checked.
Whether the company is insured if something is damaged or goes missing.
Will it be the same cleaner each time? And who comes when that cleaner is off sick?
What happens if the landlord or letting agent isn't happy with the end-of-tenancy clean.

The approach

Where Arête would start with cleaning companies.

Every service works on its own. Which one comes first depends on how your customers search and decide.

Proof and measurement

What customers check, and what counts.

What customers look for before they call

The exact level of DBS check your staff hold.
Public liability insurance, and employers' liability where staff are employed, with certificates available on request.
Reviews from customers in the same area, for the same type of clean.
Prices or price guides by property size and service type.
For commercial buyers, health and safety documentation such as risk assessments, COSHH procedures and any accreditations held.

What counts as an enquiry

A quote request that captures property type, size, service and postcode.
A call or message from your website or an ad.
A first visit or recurring clean booked.
A commercial site survey request or tender enquiry.

What gets tracked

Quote requests by service type: domestic, commercial and end-of-tenancy.
Which quotes turned into recurring customers or contracts.
What paid search costs per quote request and per customer won.
How many enquiries come from inside your service area.

Worth knowing

The rules and the practicalities.

Constraints for cleaning companies

Most cleaning roles are eligible for a basic DBS check, not an enhanced one, so any vetting claim should state the level your staff hold.
Employers' liability insurance is a legal requirement for most businesses with employees, and commercial clients usually ask for public liability cover as well.
Guarantees, such as a re-clean or deposit-back promise, need their conditions spelled out alongside the claim.
Public sector cleaning contracts follow formal procurement processes, where documentation and compliance count for more than marketing.

Questions

Marketing for cleaning companies: your questions answered

Should a cleaning company show prices online?

A price guide is worth having. Set out by property size and service type, it helps customers decide whether to enquire and filters out requests that were never going to fit. Exact prices depend on condition and frequency, so show starting points and explain what moves the price. Commercial work is normally quoted after a site visit, and the page can say so plainly.

How can a cleaning company win more commercial contracts?

Show commercial buyers proof you're reliable: insurance, health and safety documentation, references from similar sites and a set process for supervision and cover. Put all of that in a dedicated commercial section, with a site survey request in place of a generic contact form. That's how facilities managers like to buy. Paid search for commercial terms can then run separately from your domestic work.

Is it worth separating end-of-tenancy cleaning from regular domestic cleaning?

For most companies, yes. End-of-tenancy customers need a specific date, want a checklist letting agents will recognise, and could be tenants, landlords or the agents themselves. Regular domestic customers care more about continuity and seeing the same cleaner each time. Separate pages and campaigns put what matters to each group right in front of them.