The 90-day cleaning company marketing playbook
A practical, week-by-week plan any cleaning-company owner can follow. Do it yourself, hand it to a team member, or use it to check what your agency should be doing.
Short answer: In the first 30 days, fix your foundations (Google Business Profile, tracking, phone and form handling, core service pages). In days 31–60, build trust and visibility (review system, citations, area pages, answer-first FAQs). In days 61–90, add growth channels (links, content, Google Ads or LSA, Facebook Ads for recurring plans) and review results by cost per booked job.
Days 1–30: Fix the foundations
Week 1: Measure where you are
- Write down leads, booked jobs and revenue for the last 3 months, by source if you can
- Search your main services from a few addresses across your area and note who appears
- Ask ChatGPT and Gemini "best [service] in [city]" and note whether you're mentioned
- Set up Google Analytics 4 and Google Search Console if they're missing
Week 2: Google Business Profile
- Correct primary and secondary categories
- Add every service with descriptions
- Set service areas and hours
- Upload 10+ real photos
- Publish your first post and answer common questions
Week 3: Lead handling
- Click-to-call on every mobile page
- A short quote form (name, phone, service, ZIP)
- Missed-call text-back and instant form auto-replies
- A rule: every lead gets a reply within 15 minutes during working hours
Week 4: Core service pages
- One page each for your top 3–5 services
- Each page opens with a direct answer: what it is, who it's for, starting price or price approach, areas
- FAQ section on each page
Days 31–60: Build trust and visibility
Week 5: Review system
- Get your direct Google review link
- Text every customer after each job
- Reply to every review, old and new
Week 6: Citations and consistency
- Same name, phone and website on Bing Places, Apple Business Connect, Yelp, Facebook, BBB, Nextdoor
- Remove duplicates and old phone numbers
Week 7: Service-area pages
- Pages for your 3–5 most valuable areas, each with genuinely local detail
- No copy-paste city pages
Week 8: AI-ready content
- Answer-first FAQs on pricing, what's included, supplies, insurance, areas
- LocalBusiness and Service structured data
- Check robots.txt doesn't block AI search crawlers
- Publish an llms.txt summary (optional, low effort)
Days 61–90: Add growth channels
Week 9: Local links
- Chamber of commerce and association listings
- Ask partners, suppliers and property managers for a link
- Publish one linkable resource (for example, a move-out cleaning checklist)
Week 10: Paid search
- Check Local Services Ads eligibility
- Launch a small Search campaign for your best service with strict negative keywords
- Track calls and forms as conversions
Week 11: Facebook and Instagram
- One offer for recurring plans or a seasonal deep clean
- Real photos or a short team video
- Retarget website visitors
Week 12: Review and decide
- Compare leads, booked jobs and cost per booked job by channel
- Re-check map rankings and AI mentions
- Move budget to what booked profitable work
- Plan the next 90 days
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