Cleaning companies · Google Ads
Google Ads for cleaning companies
Someone searching for end-of-tenancy cleaning or office cleaners in a named town is close to a decision. Many can't wait. Arête runs fixed-fee Google Ads campaigns that keep domestic, end-of-tenancy and commercial work apart, and report on the numbers that matter: quote requests and customers won.
From £199 per month, fixed fee
The situation
Why your customers are searching.
Your rivals aren't just local cleaners. Directories, national franchises and marketplaces chase the same searches, and without careful targeting the clicks go to waste. Domestic, end-of-tenancy and commercial searches differ in value and urgency too. Lump them into one campaign and you can't see which one pays back. Build around your service area and each service line, and every pound stays focused.
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
What costs cleaning companies work.
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.
How it helps
What Google Ads changes.
- Domestic, end-of-tenancy and commercial cleaning run as separate campaigns with their own budgets and ad copy.
- Location targeting follows the postcodes you cover. No broad radius sweeping in towns you can't reach.
- Negative keywords exclude job-seekers, cleaning product searches and DIY queries.
- Ads run when someone can answer, with call ads limited to working hours.
What you get
Campaigns by service line
Separate campaigns for regular domestic cleaning, end-of-tenancy, one-off deep cleans and commercial contracts.
Postcode-level targeting
Targeting built from your service area, with separate campaigns where some towns are worth more than others.
Search term exclusions
Ongoing exclusion of cleaning jobs, product, DIY and out-of-area searches that waste budget.
Quote tracking by service type
Quote requests, calls and messages tracked as conversions and separated into domestic, end-of-tenancy and commercial.
Trust-led ad copy
Ads that state insurance, vetting level and service area accurately, with price guides where you're happy to show them.
Monthly report on quotes and wins
Spend, quote requests and cost per quote by service, with won jobs added where you record them.
Measurement
The enquiries that count, tracked properly.
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 and calls per service line.
- Cost per quote request and per won recurring customer.
- Enquiries from inside the service area, as a share of the total.
- Search terms reviewed for job-seeker and product intent.
Worth knowing
What customers check, and the rules to follow.
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.
Rules worth knowing
- 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.
Straight answer
Is it right for you?
Speed matters here. If you can respond quickly to local, urgent searches, it's a strong match, and the reporting shows which service line pays back.
Made for
- Cleaning companies with capacity for new recurring domestic or commercial customers.
- End-of-tenancy specialists who need a steady flow of time-sensitive bookings.
- Businesses able to answer calls and send quotes the same day.
Not for
- Companies without capacity to take on new work in the coming weeks.
- Businesses aiming only at large public sector contracts, which are won through formal tenders and not search ads.
- Companies without a website page for each service to send ads to.
Starting price
From £199
per month, fixed management fee
What moves the price
- Number of campaigns, services and locations
- How much conversion tracking is already in place
- Landing page needs
- Reporting frequency and depth
Your ad budget is separate. It goes straight to the platform and is never marked up.
Questions
Google Ads for cleaning companies: your questions answered
Why do cleaning company ads attract job applicants?
The searches overlap. People looking for cleaning jobs type many of the same words as people looking for a cleaner, and broad targeting picks them up. Negative keywords, tighter match types and ad copy written for customers cut this down considerably. Arête reviews your search terms regularly and excludes job-seeker queries as they appear.
Can Google Ads help win commercial cleaning contracts?
Smaller contracts, yes. It can bring in enquiries from offices, landlords and small businesses looking for a contractor, and those can turn into good recurring accounts. Larger and public sector contracts tend to be won through tenders and procurement portals instead. Commercial campaigns work best when they send people to a site survey request page with the documents buyers expect.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.