House Cleaning Ads: Ideas & Strategies for Google and Facebook

Pay-Per-Click (PPC) Advertising

If you’re wondering… “How do I get clients with ads for my house cleaning services in my area”? You know that house cleaning leads are the lifeblood of your cleaning company, and the most important factor in your ability to grow your business and income. The more qualified the leads you get, the more you can grow your house cleaning business.

One of the best ways to generate more house cleaning leads is through online advertising. You have control over your budget, your schedule and you can get a predictable number of leads with your budget so you can plan your growth and recruiting. Online ads allow you to reach your target market and convert new business profitably and efficiently in the house cleaning market.

Online ads or PPC (pay-per-click) advertising is the most common form of online ads. They allow you to refine your audience through demographic and geographic targeting while you only pay for those leads that interact with your business or website. 

Therefore the more money you spend on your PPC campaign, the more leads you can expect to capture. When your ads and landing pages are managed well, you can expect a clear return on investment and a growing book of business. 

This is especially true in the house cleaning world where the demand is high. Literally hundreds of thousands of people search for house cleaning services across the USA each month, and those numbers are growing! Millions more people are using Facbook and other social media platforms that are interested in house cleaning services.

There are several popular platforms that offer online advertisements to these markets, however the most effective PPC platforms for professional house cleaning leads are Google and Meta (Facebook). These are the two largest ad platforms when looking to reach new qualified leads, close new business and generate more revenue.

But before you start throwing money at Google or Meta/Facebook it’s important to understand the differences between the two and the best strategies to grow your business using these platforms.

Why Google Ads?

Google Ads (PPC) is the most established and arguably the most effective form of online ads for house cleaning businesses. They allow you to refine your audience through the use of highly targeted geographics and as well as exactly which keyword or service searched for. So you are only showing your ad to the right person, in the right place, at the right time. 

People searching Google for local services are ready to buy and looking for a business that stands out from the crowd to hire. In effect, they have already “sold” themselves on the fact that they want house cleaning services, now it is up to you to get them to choose you. 

The better you are at converting this traffic into a call, chat or form submission, the faster you will grow and the more profitable you will be. So be ready to engage with these leads, answer the phone, and respond to messages. Responsiveness and engagement wins.

With a Google Ads campaign managed by someone who is experienced with house cleaning ads, you can expect profitable results quickly. If you do well at converting these high quality leads into new business, only your budget and the size of your target market will limit the amount of growth you can experience in any set timeframe.

Buyer Intent On Google Ads Compared to Social Media

Google’s advertising platform can help increase your house cleaning company’s cleaning leads by targeting only the customers who are actively searching for the service you provide in the area you provide it in. This is because on Google compared to Social Media platforms like Meta’Facebook, those searching on Google have established buyer intent. 

This may seem like an obvious statement at this point, but it’s important to understand the difference between the two platforms. Let’s compare Google ads to social media to understand why this is so important.

Consider how advertising on Facebook or Instagram works. Those scrolling through their feed are not searching for house cleaning services, they are watching funny videos, commenting on posts and interacting with friends and family. If they stumble across your advertisement, they might reach out, they might not. And their level of intention to buy “now” will be much lower at that moment. 

So you will be guessing exactly where the “right” people will be and how to engage them to peak their interest in your services. You will need to work harder to nurture these folks to a sale. 

In contrast, on Google we can expect a high number of active leads to call us or submit a form that are ready to turn into paying clients.

Google Ads Algorithm

When you understand what Google is looking for, then you can deliver better ads and get a better ROI from those ads. Over the years we have all come to expect that when we search on Google, we get the “stuff we’re looking for”. This is especially true when searching for local services. We expect to see a treasure trove of options pop up the second we perform a search. 

But now that someone has searched on “your service” in “your area” what do you do now? You want to make sure you stand out from the competition and you want to make sure you spend the least you can for every click. 

Your CPC or (cost-per-click) is determined by several factors including your CTR (click-through-rate) which is calculated by the number of times your ad was shown compared to the number of clicks it gets. Generally, the higher your CTR the lower your CPC. Why? Because Google knows that people are engaging with your ad, they want to serve the BEST ads, so they have more confidence you are providing their users the best experience.

Also, we need to take relevancy into account. The keywords used throughout your ad copy, like headline and description should match the search that the user performed. So if they searched on “house cleaning service” it’s a great idea to have the words “house cleaning service” right there in your ad as well as on your landing page.

This may seem obvious, but its worth noting as it’s easy to get off track and let your relevancy go down and your costs go up! We do not want that. So paying attention to the algorithm literally saves you money, which builds directly into your profitability and growth.

Google Ads Versatility & Reach

When you are considering advertising on Google, remember that you can also reach folks on Google Maps, YouTube and Google’s display network as well. 

Google’s advertising network is much larger than social media, allowing you to reach a broader audience in your target area. Generally speaking, the more eyes you can target in your area, the better you will do. Even folks that don’t click your ad will “get to know your brand” through this visibility and you will start to get awareness and traffic to your website over time. 

In addition to these platforms, Google has expanded into the pay-per-lead world with their Google Local Service Ads platform. Unlike shared leads that many platforms like Angie, HomeAdvisor and others provide, Google (LSA) are exclusive leads for your business. 

Google Local Service Ads should not be overlooked and will be a powerful addition to your overall advertising mix. Together with Google Ads, you can expect the most powerful combination of visibility in your market and the maximum number of leads in your budget.

Google Analytics Reporting and Take Aways

When running ads on Google platforms, it’s important that your Google Business Profile and website are optimized for conversions. Why? Because you will be driving traffic to them with your ads and CTR (click-through-rate) is an important factor for not only your ads, but also your website and GBP. 

In addition, when an experienced team manages your Google Ads analytics as well as your website analytics they will tell you how many of your leads are calling or submitting forms. This information is invaluable when learning what’s working and what’s not working so you can make adjustments to your account and maximize your growth. 

For the best results, add Google analytics to your website and link to your Google ads account. 

When running and tracking Google ads you can also identify keywords that perform well for you in your area and optimize those keywords into your website. This will help you know what new pages or keywords to consider adding to your website. 

Leveling the Competition

Google ads allows businesses of all sizes to target their ideal customers across several platforms and devices. 

Smaller businesses can level the playing field and often out-perform their larger competitors by running ads that are more targeted and relevant to their exact target market. You can start relatively small and build up over time as your budget grows. 

Quality content in your ads and a better user experience on your website is more important than having a bigger budget than your competitors. 

So commit to doing great work supported by a compelling offer and a better website that’s optimized for conversions, and you will have the foundation for success.

Why Facebook Ads?

If you’re already finding results with Google ads or search engine optimization, you may wonder if Facebook is a worthy option to explore. Or maybe you tried Facebook ads for your house cleaning business and you found it hard to either get leads or convert the leads from Facebook. 

Facebook and Instagram have become powerful platforms that can reach your target audience in your area. 

Social media allows you to reach people that aren’t actively looking for house cleaning, but they may be interested in your service. 

When you use Facebook correctly, you can compete for otherwise undiscovered leads that are earlier in the buying process than your competitors. With a well-executed Facebook ads campaign, you can drive new business for less money while targeting your ideal customers in your area. 

Below are some of the top ideas and strategies for using Facebook to generate house cleaning leads in your area.

Using Photos and Images

Unlike many other home services, house cleaning can be very visual. Like they say, a picture is worth a thousand words, and if you use the right pictures, you can drum up interest in your service.

There are a few approaches to visuals in house cleaning ads, and what images you select should align with what you want to sell! 

So if you want to sell deep cleanings or other more extensive projects, using extreme before and after photos could be a good decision for you. 

But if what you’re really after are recurring cleanings in beautiful family homes, do you think an extremely dirty photo of a small kitchen will entice that family to contact you?

In order to attract this buyer, you will want to use a more relevant photo of a home like theirs, and more importantly someone cleaning in a way that they dream of!

Use photos of your actual cleaners in action, in a similar home, in the process of doing amazing cleaning work! 

With the right photo, you will almost be able to hear the sigh of relief as they stop in their tracks when they see your ad!

Market To Your List and Followers

This is where your “list” or book of business as well as your organic social posting can help support your Facebook advertising goals for your house cleaning business. 

You should be posting to your personal profile on a consistent basis, attracting organic followers. You should also have a business page on Facebook which is where you’ll run your ads. 

You can also upload your list of clients into Facebook and create a custom audience or even a “look-alike” audience from your list. You can then extend your reach to these audiences using ads and a much smaller ad spend than it will require for traditional ads on Facebook. 

You can also use the Facebook Insights tool to get a better understanding of your audience and followers, and doing so will help you create more targeted and relevant ads to those interested in your services.

Audience Demographics

Facebook ads can reach a broad audience in your target area. Facebook provides a sizeable network of potential clients you can interact with on the platform. Plus you can take advantage of reaching both Instagram and Facebook through the Facebook ads platform. 

One of the biggest advantages of advertising on social media over Google is the depth of knowledge these platforms have about their users. While Google’s algorithm relies on search queries for the most part, Facebook and Instagram know your target market’s home city, interests, birthday/age, and even household income. You can experiment with these targeting options when running ads to narrow the focus right down onto your ideal target market.

Higher ROI?

For house cleaning businesses Facebook and social media ads will most often have a lower cost, which means you have a solid chance of getting your best advertising ROI on Facebook and social media in general. 

Although you may work harder after the initial contact to convert a Facebook lead into a sale, the overall investment in dollars will likely be lower than on Google. It may be as much as 5-15x lower than costs on Google, but your conversion rates will be lower as well. 

We find that for house cleaning businesses, “Messenger Ads” or ads where the CTA or call-to-action is for the prospect to message you, are the most affordable and typically the most effective ads for house cleaning businesses. 

With that said, realize that you’ll need to respond to those messages and nurture them to an estimate or phone call. 

With Facebook, it will take more work and setup to create a system that converts Facebook leads at the highest rate for the lowest cost. But once you have it, Facebook ads for your house cleaning business might be your best ROI.

Which House Cleaning Ads Platform is Better For You?

When it comes to choosing the right online ads platform for your house cleaning business, both have pros and cons. 

For example, Google will give you a better closing ratio and will likely be a higher volume of leads than social meda. You should be able to convert at least 50% or more of the leads you get from Google. 

However, Facebook has better demographic information and a much lower cost-per-click. If you can make Facebook work for your business in your area, it could be your best ROI and a great way to engage prospects earlier in their buying decision. But since the leads will have less buyer intent, it will require more work to close them. 

Only you can answer which one is best for you, or if using both Google and Facebook is the best option for you. We have found that using both at the right time and for the right reasons is often the most powerful choice for most house cleaning businesses.

Maximize Your Leads and Get the Highest ROI With Your House Cleaning Advertising

Our experts will help you decide which strategy and platform is best for your business as well as help you maximize your flow of high-quality leads on both advertising platforms. 

Recently we helped a new and inexperienced house cleaning business go from $0 to $80K per month in 8 months. Yes, recruiting and training became a central focus in that campaign. 😁

In fact we have a program where we guarantee that you will double your house cleaning business in only 6 months, without going crazy or broke! 

We’re here as a growth partner for you, we’re not just geeks with fast internet. 👍💰

If you’re a house cleaning company looking to grow and have a great team focused on quality service, we might be a fit to help you grow faster than you can probably imagine.

If you want to find out if we’re a fit, request a discovery session here.