Google Ads for Cleaning Companies | The Complete Guide for 2025

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Why Google Ads Work

Google Ads are one of the most effective ways to reach people who are actively searching for a cleaning service. This is not interruption marketing, it is intent-based lead generation.

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High Intent Means High Conversion

When someone searches for terms like: house cleaning near me, deep clean service, move out cleaning xyz, they are not browsing. They are ready to hire, and you're getting right in front of them and this is the beauty of Google Ads.

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Local Targeting Gets Local Results

You can target specific cities, zip codes, or a radius around your office. This keeps your budget focused on leads who are in your service area.

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You Only Pay for Clicks

No impressions. You only pay when someone clicks your ad. That means every dollar goes toward driving traffic from people who showed genuine interest.

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Instant Visibility

Unlike SEO, which takes months, paid search gives you visibility as soon as your campaign is live and approved. This means you can be on the first page of Google tomorrow.

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Step-by-Step Campaign Setup

This is the simplest, most effective setup to attract local leads and convert them into paying clients.

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1. Start in Expert Mode

Skip the guided and Smart Campaign options. Choose Expert Mode, this gives you control over your keywords, bidding, ad copy, and tracking.

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2. Choose Search Campaigns

Search Campaigns show your ads at the top of the Google page when someone is searching for a service that matches one of your keywords.

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3. Structure Your Ad Groups by Service and Intent

Keep your ad groups focused. For example:

• One ad group for regular recurring cleaning
• One for deep cleans
• One for move out cleans

This structure lets you match keywords, copy, and landing pages to exactly what the searcher is looking for.

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4. Set Your Ad Schedule

Only run ads during the hours you can respond to leads quickly. For most cleaning businesses, that means normal business hours. If you have a system for instant follow-up, you can expand your schedule.

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5. Pick the Right Bidding Strategy

If you are just starting out, use Maximize Conversions once you have conversion tracking in place. If not, begin with Maximize Clicks to get traffic flowing, then switch once your data builds up.

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Smart Campaigns vs Search Campaigns

Google will offer you two main paths when setting up ads: Smart Campaigns or Search Campaigns. They sound similar, but they're really quite different.

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What Smart Campaigns Do

Smart campaigns are easier to set up. You just give google a few keywords and a service and then Google runs the campaign for you. Still, it is not the best option because:

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❌ You have almost no visibility into what is working

❌ You cannot control which keywords you show up for

❌ You cannot track conversions clearly

❌ You cannot optimize the campaign based on performance

For most cleaning companies, Smart Campaigns waste budget and deliver weak results.

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Why Search Campaigns Are Better

Search Campaigns give you more control. You choose:

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✅ Which keywords to target

✅ Where your ads show up

✅ When your ads run

✅ What your budget is each day

✅ How you measure successWhich keywords to target

Search Campaigns are built for optimization, clarity, and ROI. They allow you to start small, test quickly, and scale what works.

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🎯 The Bottom Line:

• Your goal is leads, not clicks. For this you want to choose Search Campaigns.
• They take a little more effort to set up but give you the control you need to make your ads profitable.

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Keyword Strategy

Keywords are extremely important. The goals is to show up when people are searching for a cleaning company and are ready to buy. This is why we want to focus on high-intent keywords that signal buying intent.

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Example High-Intent Keywords

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🔑 house cleaning service near me

🔑 cleaning service xyz city

🔑 move out cleaning xyz city

🔑 deep cleaning service

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Branded Keyword Targeting

Bid on your own business name, especially if:

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🔑 You are in a competitive market

🔑 You are running other ads (like LSAs or Facebook)

🔑Competitors are showing up when people search your brand

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It is usually inexpensive and ensures you own your own traffic.

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💡🦓💡 Branded keywords often cost less than one dollar per click. That is a tiny investment to make sure no one else gets your warmest leads.

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Match Types & Negative Keywords

Choosing the right keyword match types helps you control who sees your ads. Adding the right negative keywords ensures you are not wasting your budget on irrelevant clicks.

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Use Phrase Match to Stay Flexible

Phrase Match means your ad shows up when someone types your exact phrase, possibly with extra words before or after.

🔍 Example: You target Phrase Match for: move out cleaning
📍 Your ad may show for move out cleaning in Capitol Hill or best move out cleaning companies

It broadens your reach without attracting the wrong clicks.

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Use Exact Match for Laser Precision

Exact match shows your ad only when someone types your exact keyword or a very close variation.

🔍 Example: You Exact Match target: house cleaning service near me
📍 You might show for house cleaning service nearby or house cleaning near me

This helps keep your traffic tight and your leads highly qualified.

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💡🦓💡 Use Phrase Match to expand your reach and Exact Match to lock in high intent leads. Run both in separate ad groups, track what converts, and shift your budget toward the keywords bringing in booked jobs not just clicks.

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Negative Keyword Strategy

Negative keywords are not just a one-time setup. They are an ongoing tool that keeps your budget clean and your leads qualified.

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Check Your Search Terms Report Weekly

Your Search Terms report shows the exact phrases people typed into Google before clicking your ad. This is where you spot:

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⚠️ Wasted clicks from unqualified traffic

⚠️ Surprising terms that may spark new campaign ideas

⚠️ Keyword variations to refine or exclude

This report is your best friend for ongoing optimization.

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Build a Master Negative Keyword List

As you spot irrelevant or low-quality terms, build a shared negative keyword list that you apply to all campaigns. This avoids:

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⚠️ Repeating the same mistakes across ad groups

⚠️ Paying for searches like cleaning job openings or DIY tips

⚠️ Confusion from broad terms like car cleaning or cleaning supplies

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Start with these common negative keywords:

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➖ jobs (unless you are running a hiring campaign)

➖ DIY

➖ free

➖ cleaning supplies

➖ car cleaning

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These searchers are not looking to hire a house cleaning service. They are browsing, job hunting, or shopping for products.

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💡🦓💡 If you are seeing a lot of junk traffic, check your Search Terms before you adjust your main keywords. Often, a few smart exclusions are all it takes to clean things up fast.

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Responsive Search Ads: Best Practices

Transform your Google Ads performance with these proven RSA strategies that maximize conversion while minimizing cost.

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What Are RSAs?

Responsive Search Ads let Google A/B test your headlines and descriptions to find winning combinations. Think of it as your automated marketing assistant, but it needs to be set up correctly to be successful.

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Step 1: Create a Power-Packed Asset Library

Aim to provide:

📌 10+ unique headlines

📌 4+ compelling descriptions

📌 3+ strong CTAs

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Sample Headlines Mix

1. Offer-Based: Save $25 On Your First Clean
2. Social Proof: 500+ Five-Star Reviews | Book Now
3. Location: City's Top-Rated House Cleaners
4. Service: Deep Clean Specialists | Same-Week Available
5. Trust: Licensed & Insured | 100% Guaranteed
6. Urgency: Limited Time: Spring Clean Special
7. Value: Premium Clean, Fair Price | Book Now
8. Benefit: Relax in a Spotless Home Today
9. Feature: All Supplies & Equipment Included
10. Action: Get Your Custom Quote in 2 Minutes

Step 2: Strategic Pinning

Pin strategically, but don't overdo it:

📌 Position 1: Pin your strongest CTA

📌 Position 2: Pin your best offer/USP

📌 Position 3: Leave flexible for Google's optimization

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💡🦓💡 Don't pin more than 2 positions, let Google find winning combinations.

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Step 3: Match Intent Precisely

Keep ad groups laser-focused:

📌 Move-out cleaning ads → only move-out messages

📌 Deep cleaning ads → only deep clean content

📌 Weekly service ads → only recurring service offers

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Why This Matters

📌 Higher Quality Score = Lower cost per click

📌 Better relevance = Higher conversion rate

📌 Clearer message = Stronger click-through rate

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💡🦓💡 Speed up your ad creation by working in themed blocks. Write all your headlines first, then your descriptions, then your calls to action. This lets you mix and match for faster testing and stronger results.

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Tracking Success

📌 Monitor "Ad strength" score

📌 Watch for "Low impression" warnings

📌 Test new headlines monthly

📌 Remove underperformers quarterly

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🎯 Bottom Line

• ‍Build a strong asset library with headlines, descriptions, and CTAs
• Pin key messages strategically but leave room for testing
• Match your ad content to each ad group’s intent
• Track performance and refresh regularly
• The better your inputs, the better your results

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Ad Extensions = More Clicks

Ad Extensions make your ad bigger, more detailed, and more tempting to click, without costing extra. They help your ad stand out and give potential clients more reasons to engage.

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Call Extension

Adds your phone number directly to the ad. On mobile, users can call you with one tap.

Perfect for:

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🧩 Same-day openings

🧩 Last-minute move-out bookings

🧩 Busy clients who would rather talk than fill out a form

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Sitelinks

Let you add extra links below your main ad. These could lead to:

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🧩 Your booking page

🧩 Deep cleaning services

🧩 Testimonials or reviews

🧩 Seasonal offers

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This gives people more ways to connect with what matters to them.

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💡🦓💡 You can stack multiple ad extensions in one ad. Google will rotate and display the ones most likely to perform best.

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Callout Extensions

Short, punchy blurbs that highlight features or benefits:

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🧩 Eco friendly and pet safe

🧩 Licensed and insured

🧩 Supplies included

🧩 Fast online booking

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Think of these as your bullet-point brag reel.

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Location Extension

Pulls your Google Business Profile address into your ad. Helps users see:

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📍 That you are a local company

📍 How close you are to their home or office

📍 Driving directions if needed

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Essential for trust-building and map visibility.

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Promotion Extension

Types of Promotion Extensions That Convert:

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First-Time Client Offers

💖 Save $25 on First Clean | New Clients Only

💖 First Clean + Free Oven Service | Book Now

💖 50% Off Deep Clean | First Visit Special

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Seasonal Promotions

💖 Holiday Package: Deep Clean + Windows $499

💖 Spring Special: 20% Off All Services

💖 Summer Flash Sale: Book This Week, Save $50

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Limited-Time Deals

💖 48-Hour Flash Sale: Deep Clean $299

💖 This Week Only: $25 Off Any Service

💖 Weekend Special: Book Now, Clean Tomorrow

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💡🦓💡 Use promotion extensions to boost urgency and clicks by including specific dollar amounts, adding end dates, calling out exclusivity like new client offers, and matching promos to seasonal demand.

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Best Practices

• Update monthly to stay fresh

• Test different offer types

• Track redemption rates

• Align with email/social promos

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Offers boost urgency and click-through rates. Use these during slow seasons or promo pushes.

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🎯 Bottom Line

• ‍Ad extensions increase visibility and make your ads more clickable without extra cost
• Use call extensions to book same-day or urgent cleanings fast
• Site links drive traffic to high-converting pages like booking and reviews
• Callouts highlight your biggest value points at a glance
• Location extensions build local trust and improve map visibility
• Promotion extensions boost urgency and are perfect for seasonal offers and first-time deals
• Rotate and test extensions regularly to maximize performance and click-throughs

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Landing Page Optimization

Your ad got the click, now it's time to turn that interest into action. Here's how to create landing pages that convert.

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Google Ads for New vs Established Cleaning Businesses

Your ad strategy will evolve as your business grows. Here's what to focus on for different stages of your growth.

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Strategy Differences for Startups vs Established Companies

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New Businesses

🌱 Focus on brand awareness and fast lead generation

🌱 Prioritize basic tracking and simple landing pages

🌱 Lean into location-based keywords and service promos

🌱 Build reputation through reviews and consistency

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Established Companies

👑 Optimize for conversion value and long-term client value

👑 Layer in retargeting and customer match audiences

👑 Split campaigns by service type or service area

👑 Push higher-ticket or recurring services with confidence

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Budget Allocation Based on Business Stage

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If You Are New
🌱 Start with eight hundred to one thousand dollars per month. Keep it lean, monitor every lead, and stay focused on CPL (Cost Per Lead).

If You Are Growing
👑 Scale deep into the thousands. It's not unusual for multi-million dollar cleaning companies to spend $7K, $10K+ per month on Google Ads. You are likely ready to optimize for ROAS (Return on Ad Spend) instead of just lead volume.

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Keyword Strategy for New Businesses

New businesses often benefit from broader intent terms like:

🌱 house cleaning service near me

🌱 affordable cleaners your city

🌱 move-out cleaning company

Why? Because they need visibility and volume to build brand recognition and collect reviews.

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Once you have traction, shift toward specific intent keywords like:

👑 eco friendly deep cleaning Seattle

👑 recurring apartment cleaning Ballard

👑 best pet safe cleaners Bellevue

These tend to be higher quality and attract ready-to-book clients.

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Building Trust When You Are Just Starting Out

If your business is new and has few reviews, your ads need to build instant trust.

🌱 Show your face or team in the ad image

🌱 Highlight what makes you different, such as LGBTQ owned, locally run, or pet friendly

🌱 Link to a clean landing page with clear service info, photos, and pricing

🌱 Ask early clients for Google reviews to strengthen social proof

Small touches build big confidence for nervous first-time bookers.

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Scaling Strategies for Established Businesses

Already booked solid? Time to scale smart. Use ads to:

👑 Fill slow days with promo campaigns

👑 Launch new services like Airbnb turns or deep cleans

👑 Target new zip codes and service areas

👑 Retarget old leads with a rebooking offer

👑 Drive upsells through brand search campaigns

This is where Google Ads becomes a lever, not just a lead machine.

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Competitive Positioning Tactics

As you grow, you can afford to compete on more than price. Differentiate yourself with:

👑 Same day availability

👑 Eco friendly and pet safe products

👑 Satisfaction guarantees

👑 Award badges and verified reviews

👑 Transparent pricing and online booking

Use headlines and extensions to surface these points. Let other cleaners chase cheap leads while you build a brand.

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💡🦓💡If you are new, your best investment is learning what works. If you are established, your best ROI comes from doubling down on the winners. The key is adjusting your strategy as you grow.

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Easy Setup Checklist

Use this checklist to build a lean, effective, conversion-focused Google Ads campaign for your cleaning business. Whether you are launching your first ad or tightening up an existing one, these steps will set you up for success:

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🎯 Choose Search Campaigns in Expert Mode

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🎯 Use phrase match and exact match keywords

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🎯 Add negative keywords and update weekly

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🎯 Write strong Responsive Search Ads (RSAs) with site links and callouts

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🎯 Set up conversion tracking in Google Ads

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🎯 Enable Enhanced Conversions for smarter bidding

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🎯 Upload Customer Match lists to exclude past clients or retarget high-value leads

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🎯 Use Remarketing Lists for Search Ads (RLSA) to boost bids on past visitors

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🎯 Set up geo targeting by city, ZIP code, or service radius

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🎯 Spend $800 to $1,000 per month to give your campaign enough data, then scale up

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🎯 Optimize your landing page for speed, clarity, and conversion

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🎯 Keep a PPC diary to log changes and track what is working

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💡🦓💡 Bookmark this list and revisit it every month. A well-maintained campaign does not just bring in more leads—it makes every ad dollar work harder.

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