Facebook ads vs. Google Ads for cleaning companies
Short answer: Google Ads captures demand from people already searching for a cleaner, so leads are usually more ready to book. Facebook Ads creates demand among people who aren't searching yet and retargets past visitors, so leads are cheaper to reach but need more follow-up. Most cleaning companies start with Google (often Local Services Ads), then add Facebook for recurring plans, seasonal offers and retargeting.
Side by side
| Google Ads | Facebook Ads | |
|---|---|---|
| Customer intent | High: actively searching | Lower: scrolling, not searching |
| Lead readiness | Often ready to book | Often needs nurturing |
| Targeting | Keywords + location | Location + audience + behavior |
| Creative | Text ads, assets | Images, video, offers |
| Best for | Capturing demand, commercial, urgent jobs | Recurring plans, seasonal offers, retargeting |
| Key metric | Cost per booked job | Cost per booked job |
How to decide
- Need calls this week? Start with Google Ads / LSA.
- Want to fill recurring slots? Add Facebook Ads with a recurring-plan offer.
- Lots of website visitors who don't book? Run retargeting on Facebook.
- Selling to businesses? Prioritize Google.
Use both, measure the same way
Track both channels to booked jobs in one place. Shift budget monthly toward whichever produces profitable customers.
Frequently asked questions
Which is better for commercial cleaning?
Google Ads, because commercial buyers search with clear intent. Facebook is mainly useful for retargeting them.
Which is better for recurring residential cleaning?
Both can work. Google captures active searchers; Facebook is effective at promoting recurring plans to local homeowners who aren't searching yet.