Local marketing for cleaning businesses

Your customers live in your service area. Here's how to reach them effectively and build a steady stream of leads.

Google Business Profile: Your foundation

When someone searches for cleaning services, Google Business Profile determines who shows up first.

Profile optimization checklist:

• Business name (legal name, no keyword stuffing)

• Address or service area (accurate and complete)

• Phone number (local number preferred)

• Website link

• Business hours

• Service categories (House Cleaning Service, etc.)

Photos that convert:

• Your team in uniform

• Before/after cleaning shots

• Your vehicle with branding

• Cleaning supplies and equipment

• Professional headshot

Posts and updates:

• Share weekly updates

• Promote special offers

• Highlight services

• Share tips and advice

Review strategy

Reviews are the most important factor in local search rankings and customer decisions.

Getting more reviews:

• Ask every satisfied customer

• Send text with direct review link

• Time requests after positive feedback

• Make it as easy as one click

Review request templates:

"Hi [Name], we loved cleaning your home today! If you have a moment, a quick Google review would mean the world to us. [Link]"

Responding to reviews:

• Thank every positive reviewer by name

• Respond to negative reviews professionally

• Never argue or get defensive

• Show you care about feedback

Review velocity:

• Aim for 2-4 new reviews per month

• Recent reviews matter most

• Consistent reviews signal active business

Website essentials

Your website supports your local presence and converts visitors.

Must-have pages:

• Home page with clear services

• Services page with pricing

• About page with team info

• Service area page

• Contact/booking page

Local SEO elements:

• City names in page titles

• Service area mentioned throughout

• Local phone number prominent

• Embedded Google Map

• Address in footer

Conversion optimization:

• Clear call-to-action (Book Now)

• Phone number clickable on mobile

• Online booking option

• Trust signals (reviews, insurance, guarantee)

Social media for cleaners

Social platforms build trust and generate leads.

Facebook strategy:

• Complete business page

• Post before/after photos

• Join and participate in local groups

• Run targeted local ads

Instagram approach:

• Visual before/after content

• Cleaning tips and tricks

• Stories showing daily work

• Reels for cleaning transformations

Nextdoor:

• Create business profile

• Respond to recommendations

• Post neighbor-specific offers

• Build neighborhood reputation

Paid advertising

Paid ads accelerate growth when organic isn't enough.

Google Ads:

• Target "cleaning service [city]" keywords

• Use location targeting strictly

• Create dedicated landing pages

• Track calls and bookings

Facebook/Instagram ads:

• Target homeowners in service area

• Use before/after imagery

• Promote first-clean specials

• Retarget website visitors

Budget guidance:

• Start with $200-500/month

• Track cost per lead carefully

• Calculate cost per acquired client

• Scale what's working

Offline marketing tactics

Don't forget non-digital approaches.

Door hangers:

• Design professional materials

• Include compelling offer

• Distribute in target neighborhoods

• Time with visible work nearby

Vehicle branding:

• Clean, professional lettering

• Phone number and website

• Keep vehicle spotless

• Park visibly when working

Community involvement:

• Sponsor local events

• Support school fundraisers

• Join business networking groups

• Partner with local businesses

Measuring marketing success

Track what works and cut what doesn't.

Key metrics:

• Website visitors from local search

• Phone calls from Google profile

• Online booking conversions

• Lead source for each new client

• Cost per acquisition by channel

Monthly marketing checklist

Weekly:

• Respond to reviews

• Post on social media

• Update Google Business Profile

Monthly:

• Review analytics

• Assess ad performance

• Distribute door hangers

• Check review velocity

Quarterly:

• Audit online presence

• Refresh website content

• Review partnerships

• Adjust strategy based on data

Key takeaways

• Google Business Profile is your most important asset

• Reviews drive rankings and conversions

• Website must be local-optimized

• Social media builds trust over time

• Paid ads accelerate when organic grows slowly

• Track everything and optimize continuously