Google Ads for cleaning companies: a practical guide
Short answer: Google Ads works for cleaning companies when campaigns are tightly local, split by service, protected by negative keywords, sent to service-specific landing pages and measured by booked jobs. Most cleaning companies start with Local Services Ads (pay per lead, where eligible) and a small Search campaign for their most profitable service, then expand what proves profitable.
The campaigns that matter
| Campaign | Use it for |
|---|---|
| Local Services Ads | Pay-per-lead calls with a trust badge, where eligible |
| Search: residential | House cleaning, maid service, recurring |
| Search: specialty | Deep cleaning, move-out, post-construction |
| Search: commercial | Office, janitorial, commercial cleaning |
| Remarketing | Visitors who didn't call |
Structure that keeps costs down
- One ad group per service, with tightly related keywords
- Phrase and exact match for core terms
- A shared negative keyword list (jobs, hiring, DIY, supplies)
- Location targeting by ZIP or radius where you want work
- Ad schedule matching when someone answers the phone
Landing pages
Send each ad group to the matching service page, not the homepage. Each page needs: a headline matching the search, what's included, price approach, reviews, click-to-call and a short form.
Tracking
Track calls from ads, calls from the website, form submissions and booking clicks as conversions. Then tie them to booked jobs in your booking system. Without this, you're optimizing for clicks.
When to scale
Increase budget only on campaigns with an acceptable cost per booked job. Use our ROI calculator to find your break-even cost per lead.
Our Google Ads service sets this up and manages it.
Frequently asked questions
What keywords should a cleaning company bid on?
Service plus intent: 'house cleaning service near me', 'move out cleaning [city]', 'office cleaning company'. Group them by service so each ad and landing page matches.
What negative keywords should cleaners use?
Common ones include jobs, hiring, salary, near me jobs, DIY, how to, supplies, products, wholesale, free, and services you don't offer.