Google Ads for Cleaning Services
by Character Strategy
The cleaning industry is fiercely competitive on Google, with dozens of companies in every metro area fighting for the same keywords. Homeowners and businesses searching for cleaning services make fast decisions, often calling the first one or two results they find.
We help cleaning companies win more clients by building campaigns that target specific service types, from recurring house cleaning to one-time deep cleans and commercial janitorial contracts. With proper call tracking and conversion optimization, every dollar of ad spend works toward filling your schedule.
Challenges facing Cleaning Service advertisers.
Price comparison shoppers waste budget
Many cleaning searches are from people comparing prices, not ready to book. Without qualifying ad copy and landing pages, you pay for clicks that never convert.
Residential and commercial needs are different
House cleaning and commercial janitorial services require completely different messaging, targeting, and conversion paths, but most campaigns lump them together.
High customer churn requires constant lead flow
Cleaning clients cancel frequently, so you need a steady pipeline of new customers just to maintain revenue. Inconsistent ad spend leads to feast-or-famine cycles.
How we solve these problems.
Segmented residential and commercial campaigns
We build separate campaigns for house cleaning and commercial services, each with tailored keywords, ad copy, and landing pages that speak to the right audience.
Recurring service emphasis
Our campaigns emphasize recurring cleaning plans over one-time bookings, helping you build a stable base of repeat customers with higher lifetime value.
Trust-building ad extensions
We highlight your insurance, bonding, background checks, and reviews in your ads, addressing the trust concerns that stop homeowners from booking an unfamiliar cleaning company.
Real results in local service.
Browse our local service case studies to see what we can do.
80+ Qualified Leads Per Month
Regional HVAC Company
Challenge
A one-person HVAC operation needed to grow but couldn't afford to waste money on unqualified leads. They had tried Google Ads before with poor results.
80+
Monthly Leads
4x
Team Growth
$35
Cost Per Lead
Results
- Generated 80+ qualified leads per month consistently
- Enabled the client to grow from a 1-person to a 4-person team
- Maintained a $35 cost per qualified lead
“Exactly what we needed. They helped us go from a 1-person operation to a 4-person team due to demand.”
- Mike T., Owner, HVAC Company
Law Firm Dominates Local Search
Personal Injury Law Firm
Challenge
A mid-size personal injury firm was competing against firms spending 10x their budget. They needed to punch above their weight in a competitive market.
85%
Top 3 Position
of target keywords
2x
Call Volume
in 60 days
$180
Cost Per Inquiry
-55%
Results
- Achieved top 3 ad position for 85% of target keywords
- Doubled phone call volume within 60 days
- Reduced cost per case inquiry from $400 to $180
Multi-Location Dental Practice Scales
Dental Practice Group (5 Locations)
Challenge
A dental group with 5 locations was running one generic campaign for all locations. Performance varied wildly and attribution was impossible.
+65%
New Patients
across 5 locations
$95
Cost Per Patient
5
Locations Optimized
Results
- New patient appointments increased 65% across all locations
- Identified the two highest-performing locations for budget reallocation
- Built a scalable campaign template for future location openings
CPL Halved for Multi-Location Home Services
Multi-Location Home Services Brand
Challenge
A multi-location home services business had volatile CPL and inconsistent lead volume. Crews were idle some weeks and overbooked others.
$52
CPL
-45%
270
Monthly Leads
+60%
$220K
Est. Monthly Revenue
Results
- CPL dropped 30-50% within 60-90 days
- Lead flow became consistent week to week
- Revenue stopped swinging with seasonality
“Our crews stay fully scheduled now. The consistency alone was worth it.”
- Jason R., Operations Manager
Florida HVAC Revenue Nearly 3x in Two Years
Residential HVAC Service (Florida)
Challenge
A residential HVAC business in a competitive Florida market was referral-dependent with no scalable inbound demand channel.
$2M
Annual Revenue
from $700K
280
Monthly Leads
+211%
$6,500
Avg Job Value
Results
- Quote requests tripled over two years
- Annual revenue grew from $700K to $2M
- Business shifted from referral-dependent to demand-driven growth
National Contractor Scales to 1,100 Leads/Mo
National Contractor Brand
Challenge
A multi-state contractor needed to scale qualified leads without CPL rising and without flooding branches with tire-kickers.
1,100
Monthly Leads
+144%
$108
CPL
held flat
$2M+
Est. Monthly Revenue
Results
- Lead volume increased 2-3x with CPL essentially flat
- Branch teams saw higher share of job-ready requests
- Fewer price shoppers and more predictable weekly production
“We scaled from 450 to over 1,100 leads a month without our CPL going up. That never happened with our old agency.”
- Brian L., VP of Growth
Plumbing Calls Up 3x, Calendar Filled
Regional Plumbing Service
Challenge
A plumbing service had underused dispatch capacity midweek. Inbound calls were inconsistent and too many leads were DIY searchers.
160
Monthly Calls
+191%
$35
Cost Per Call
-50%
65%
Booked Job Rate
Results
- Calls increased 2-4x in one quarter
- Cost per call dropped into the $30 range
- Dispatch filled the calendar more evenly
Renovation Leads Get Smaller but Better
Home Renovation Contractor
Challenge
A renovation contractor was getting plenty of leads but too many were casual inquiries and inspiration-seekers. Close rates were low and sales time was wasted.
$125
CPL
-22%
8.5%
Landing Page CVR
+35%
$30K+
Avg Project Value
Results
- Conversion rate improved 20-40%
- CPL dropped while lead quality increased
- Close rates increased and crews booked further out
Regional Service Calls Up 2-3x
Regional Service Business
Challenge
A regional service business was struggling with broad match blowing up spend and location targeting leaking to out-of-area searches.
150
Monthly Calls
+131%
$33
Cost Per Call
-45%
62%
Booked Job Rate
Results
- Calls increased 2-3x with stable spend
- Cost per call dropped into the $30 range
- Dispatch filled more consistently with fewer irrelevant inquiries
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