Business Marketing

How to Market Your Cleaning Business: 7 Proven Strategies That Work in 2024

Are you tired of tirelessly scrubbing away at your cleaning business marketing strategies, hoping to stand out in a crowded market? As a cleaning business owner, you understand the importance of standing out in a competitive market to attract potential cleaning clients. In this article, we’ll explore seven strategies that will help you grow your cleaning business and reach your target audience successfully.

Take time to make your marketing plan

Before we roll up our sleeves and dive into the intricacies of marketing tactics, let’s take a moment to lay the groundwork for your cleaning business’s success. Picture this: Your business is a puzzle, and understanding your target audience is like finding the missing pieces. By honing in on their demographics – age, gender, income level, location, household size – you’re not just scratching the surface; you’re peeling back layers to reveal insights that will shape your marketing strategies.

Demographics and target audience

Demographics play a pivotal role in defining your target audience. Consider factors such as age, gender, income level, location, and household size when identifying your potential clients. For instance, if you’re targeting busy urban professionals, your marketing strategy may focus on highlighting the convenience and time-saving benefits of using your cleaning service. On the flip side, if your target market comprises families with young children, emphasizing the importance of a clean and healthy home environment could be more effective.

Define your USP (Unique Selling Proposition)

Now, let’s talk about your Unique Selling Proposition (USP). What makes your cleaning service stand out in a sea of competitors? Whether it’s eco-friendly products or unbeatable customer service, your USP is your secret weapon. 

Create detailed customer personas

Next up, customer personas. Think of them as your business’s best friends – knowing their preferences, pain points, and buying behaviors is key to crafting personalized marketing messages that hit the bullseye every time.

Promote limited-time offers and discounts

And who doesn’t love a good deal? Limited-time offers and discounts are your golden tickets to attracting new customers and keeping them coming back for more. Whether it’s a first-time customer discount, seasonal promotion, or referral program, promoting these deals through various channels can help maximize their reach and impact. With these foundational elements in place, get ready to unlock the door to marketing success for your cleaning business!

Now that you have a solid marketing plan in place, let’s explore specific strategies to promote your cleaning service business effectively.

How to promote your cleaning service business

Now that we’ve established the importance of digital marketing for cleaning services, let’s look into some strategies you can use to promote your business.

1. Create a website to showcase your cleaning services

Your website serves as the online storefront for your cleaning business, providing potential clients with essential information about your services, pricing, and contact details.

You’ll first need a domain, which you can buy for as little as $20 depending on availability. Popular registrars like GoDaddy, BlueHost, and Namecheap offer affordable domains and hosting plans to get you started.

Next, you’ll need a website builder. There are a ton of website builders out there and you don’t have to break the bank to create a good website. We recommend WordPress as it’s an affordable and robust builder with plenty of custom features designed to enhance your website’s user experience. It’s also one of the more SEO friendly ones out there, helping you stand out in the search results.

You can find premade website templates helping you get a working website up in no time. Feel free to explore some premade website templates for cleaning service companies like this theme.

Here are some key elements to consider when creating your cleaning business website:

Clear and prominent calls to action (CTAs)

You need to guide visitors to take action by placing clear and prominent calls to action (CTAs) throughout your website. Whether it’s booking a cleaning service, requesting a quote, or subscribing to your newsletter, make sure CTAs stand out and drive conversions effectively.

Create dedicated service pages

Create separate pages for each service offered, detailing their benefits, process, and pricing. Whether it’s commercial cleaning, residential cleaning, office cleaning, janitorial services, or additional specialty services. Our SEO section will outline how to optimize these pages for maximum visibility in search results.

Use high-quality images

Visuals speak volumes! Use high-definitiono images of your cleaning services, team members, and before-and-after shots to showcase your work. Try to avoid using AI or stock imagery at all costs. Professional photos that accurately represent your services help build trust and credibility with potential clients.

Contact page with clear information

Make it easy for visitors to get in touch by including a dedicated contact page with essential information like phone number, email address, physical address (if applicable), and a contact form. Providing multiple contact options ensures that potential clients can reach out in their preferred way.

User-friendly navigation and buttons

Ensure seamless navigation with a clear menu structure that guides visitors to important pages like services, about us, and contact. Use buttons with clear text that prompt action and lead users to desired destinations, such as “Get a Quote” or “Book Now.”

If you prefer calls, ensure your buttons click to call on mobile devices. You want to eliminate as much friction with the user as possible. If you make contacting your business a seamless experience, leads will come in almost on autopilot.

Optimize for mobile devices

Mobile traffic is expected to continue growing in 2024, with a significant portion of online and local search traffic coming from mobile devices. A study by Semrush shows that mobile devices account for 63% of local search traffic. This trend highlights the importance of optimizing websites for mobile devices, as search engines like Google prioritize mobile-friendly websites in their search results. Ensure that your site displays correctly across various screen sizes, providing a seamless browsing experience for users on smartphones and tablets.

Client testimonials and reviews

Showcase positive customer testimonials and reviews on your website to build trust and credibility with potential clients. Highlighting satisfied customers’ feedback demonstrates the quality of your services and can help sway hesitant prospects in your favor.

2. Claim your free Google Business Profile

Formerly known as Google My Business, claiming your free Google Business Profile is essential for local SEO and visibility in Google search results.

You’ll first need a Google Business Account to get started. Follow these steps to claim you free Google Business Profile listing. 

Step 1: Sign in or create your Google business account

First things first, sign in to your existing Google account or create a new one if you don’t have one already. This account will be the hub for managing your business profile on Google.

Here’s a pro tip: create a dedicated business email that doesn’t end with Gmail. Something like adds a touch of professionalism and enhances trust.

Step 2: Register your business

Next head to

Click “manage now”

Then search for your business, if it’s not registered, click on “add you business to Google.”

Step 3: Add your business information

Type in your business name and category. If these apply to your business, add your primary category and about 2 – 4 secondary categories. 

  • Cleaners
  • Carpet Cleaning Service
  • Window Cleaning Service
  • Commercial Cleaning Service
  • House Cleaning Service
  • Janitorial Service

Next, decide whether your business has a physical location or is a SAB (service area business.) You can select the hybrid approach where you have a physical location but also serve customers outside your location. 

Setp 4: Verify your business

Once you’ve claimed or added your business, Google will ask you to verify your business information. This usually involves receiving a verification code via mail, phone, or email. Follow the instructions provided to complete the verification process seamlessly.

Step 5: Complete your profile

Add accurate and detailed information about your cleaning services, phone number, website URL, business hours, and service areas. Don’t forget to turn on chat if you want to receive messages directly through Google.

Enhance your profile with high-quality photos showcasing your cleaning services and satisfied customers. Encourage your clients to leave positive reviews to build trust and credibility with potential customers. Remember, detailed reviews with photos have more impact than star ratings alone.

Best practices for maximum visibility

  • Use relevant keywords in your business name, description, and services to improve search visibility.
  • Keep your business information up to date to avoid any confusion for potential clients.
  • Respond promptly to customer reviews and inquiries to demonstrate excellent customer service.
  • Regularly update your photos and posts to keep your profile fresh and engaging.

By verifying your business and keeping it up to date, you can improve your chances of appearing in local search queries and attracting nearby customers. 

3. Invest in Google Ads for cleaning services

Harness the power of Google Ads to reach local customers actively searching for cleaning services online. Google Ads offers a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. Here’s how to set up Google Ads effectively:

Define your campaign goals

Determine your campaign objectives, such as increasing website traffic or generating leads, to guide your advertising strategy.

Target local audiences

Specify your target location to reach local customers searching for cleaning services in your area. You can target multiple locations at once, remember that will quickly drain your budget if left unchecked.

Select your most relevant keywords 

Choose relevant keywords related to your business, such as “house cleaning {city}” or “maid service in {city},” to target local searches effectively. Additionally you can select “negative keywords” where you typically target phrases you don’t want to sow up for. 

Selecting the right keyword types

Keyword match types play a crucial role in optimizing Google Ads for cleaning services. 

Exact match keywords: These keywords match exactly with the search queries, providing the most relevant results. Example: [Commercial cleaning services price]

Broad match keywords: This match type offers a higher audience reach, showing ads for any search query related to the keyword. Example: “Commercial Cleaning”

Phrase match keywords: This type matches search terms containing the keyword and its meaning in a specific order. Example: “Commercial cleaning service near me”

Choose your ad type 

Opt for Search Ads and remove the display networks to display your prominently at the top of Google search results.

Set your preferred daily budget and bidding strategy 

Set a resonable daily budget and bidding strategy to control costs and maximize return on investment (ROI).

Create compelling ad copy

Craft compelling ad copy highlighting your house cleaning services and unique selling points to attract potential customers’ attention.

Send users to a relevant landing page 

Create a dedicated landing page for your ads to drive traffic. Ensure the page is optimized for conversions and features a clear call-to-action (CTA).

Enable call extensions

Include call extensions to encourage users to contact your business directly from the ad.

Track your conversions Enable conversion tracking to measure the performance of your ad campaigns and make data-driven decisions.

Your campaign is ready to launch 

Review and launch your Google Ad campaign to start reaching potential customers and driving leads for your cleaning business.

To make the most of Google Ads, focus on strategic keyword selection, crafting compelling ad content, setting a reasonable budget. To know how your ads are doing make sure you’re tracking phone calls and are continuously testing different ad elements for the best results.

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4. Optimize your social media channels

Social media can be a powerful tool for promoting your cleaning business. In this section, we’ll outline how to use social media to its fullest potential and optimize your profiles to attract more customers.

Set up and optimize your social profiles

First things first, it’s crucial to establish a strong presence on all the social media channels your audience might be on.  Platforms like Facebook, LinkedIn, Twitter, and Instagram are a good start. Here’s how to do it right:

Create professional profiles 

Create professional profiles that reflect your cleaning business’s branding and values. Make sure your profiles are complete, visually appealing, and aligned with your brand’s identity to build credibility with potential customers.

Consistency is key

Ensure consistency across all your social media profiles in terms of branding, messaging, and tone. This consistency helps reinforce your brand identity and makes it easier for customers to recognize and engage with your business across different platforms.

Create engaging content

Now that your profiles are set up, it’s time to start creating content that resonates with your audience. Here are some tips for crafting engaging social media content:

Follow the 80/20 rule

Follow the 80/20 rule when posting content: 80% of your posts should be informative and educational, while the remaining 20% can be promotional. This balance ensures that your audience finds value in your content and doesn’t feel bombarded with sales pitches.

Create engaging visual content 

Visuals are incredibly powerful on social media. Share before-and-after photos, videos showcasing your cleaning services in action, and informative posts to grab the attention of your audience and showcase the quality of your work.


Give your audience a glimpse behind the scenes of your cleaning business. Share stories, highlight your team members, and showcase the hard work that goes into providing top-notch cleaning services. This humanizes your brand and helps build a stronger connection with your audience.

Engage with your followers 

Don’t just post and forget—actively engage with your followers to foster relationships and build trust. Here’s how:

Respond promptly to comments, messages, and inquiries from your followers. This shows that you value their engagement and are attentive to their needs.

Encourage conversations and discussions by asking questions, soliciting feedback, and actively participating in discussions related to cleaning and home maintenance. Engaging with your audience in meaningful conversations helps strengthen relationships and keeps your brand top of mind.

Leverage LinkedIn for B2B outreach

For cleaning businesses targeting commercial clients, LinkedIn can be a powerful tool for B2B outreach. 

LinkedIn is a great platform to showcase your company’s values, mission, and commitment to excellence. Share stories, testimonials, and updates that highlight your dedication to providing exceptional cleaning services and customer satisfaction.

Use LinkedIn to connect with decision-makers in businesses and organizations that could benefit from your cleaning services. Join relevant groups and engage with content shared by potential clients to establish rapport and credibility.

Support charity events

Lastly, consider getting involved in charity events or community initiatives as part of your marketing strategy. Not only does this demonstrate your commitment to giving back to the community, but it also helps raise awareness of your cleaning business and can attract positive attention from potential customers.

By optimizing your social media channels, creating engaging content, and actively engaging with your audience, you can effectively market your cleaning business and attract more customers for years to come.

5. Use social media advertising to increase brand awareness

Now that we’ve covered the importance of establishing a robust social media presence, let’s explore how social media advertising can further amplify your brand awareness and attract new customers to your cleaning business. Social media advertising offers a powerful platform to reach your target audience with precision and impact. 

Advertising on social media offers a variety of formats to choose from, each with its unique strengths and advantages. Here are some popular advertising formats to consider for your cleaning business:

  • Lead ads: Simplify the process of collecting email addresses and building email lists by allowing prospects to fill out a form. These ads reduce friction, making it easier for users to provide their information.
  • Image ads: Basic ads featuring a single image with optional text and a call to action. These ads are versatile and suitable for various advertising goals.
  • Video ads: Engaging ads that use video content to market products or services, driving high audience engagement. While video ads can be more complex to produce, they tend to be very effective in capturing attention.
  • Carousel ads: Showcase up to ten images or videos that users can scroll through, each with its headline, description, and link. Carousel ads are ideal for displaying a series of products or telling a compelling story.

Best practices for Facebook Ads campaign for a cleaning service business

When launching a Facebook Ads campaign for your cleaning business, it’s crucial to follow these best practices to maximize your ROI and achieve your advertising goals:

  • Define your campaign budget: Determine a monthly budget for your Facebook Ads campaign, starting with a reasonable amount and adjusting based on performance.
  • Target audience and demographics: Define your target audience based on demographics like age, location, and interests relevant to cleaning services.
  • Creative: Create engaging ad content with high-quality images or videos that effectively showcase your cleaning services.
  • Ad formats: Choose the right ad format based on your objectives and experiment with different formats to see what resonates best with your audience.
  • Ad placements: Consider where your target audience is most active and tailor your ad placements accordingly on Facebook, Instagram, or Messenger.
  • Landing page optimization: Ensure that your website’s landing pages provide a seamless user experience and have a call to action, eliminating distractions.
  • Consistent branding: Maintain consistency in branding across all ads and platforms to build brand recognition and trust.
  • Continuous testing and optimization: Regularly monitor the performance of your ads and be prepared to adjust based on results, testing different creatives, messaging, and targeting strategies.

By following these best practices and leveraging social media advertising effectively, you can increase brand awareness, attract new customers, and drive growth for your cleaning business

6. Building a strong online presence through SEO

Search Engine Optimization otherwise known as SEO, helps your website appear high in search engines like Google. This ensures your business appears in front of people actively searching for cleaning services in your area. 

People tend to perceive businesses that appear at the top of search results as more reputable and trustworthy, giving you a competitive edge in the market. This targeted traffic is more likely to convert into leads and customers.

SEO Strategies for cleaning service businesses

A cleaning service company in Denver, Colorado, can optimize its website content and Google Business Profile listing with these keywords to improve local search visibility.

  • ‘denver cleaning service company”
  • “cleaning service company denver co”
  • “denver house cleaning service company”
  • “commercial cleaning services company denver”

On Page SEO 

On page SEO involves optimizing your webpages visible elements. Focus on optimizing your pages meta title, meta description, headings, URL and body content with keywords for maximum visibility.

By including phrases like “denver cleaning service company” and “commercial cleaning services company denver,” this business can target potential customers specifically looking for cleaning services in Denver.

Now that we understand the importance of SEO let’s explore some effective strategies to optimize your cleaning business’s online presence:

1. Set up service area pages

Create dedicated service pages optimized for each city or area you serve. These pages should include relevant keywords and embedded Google Maps to attract local traffic from your service area.

2. Create local SEO content 

Craft location-based SEO content tailored to your local area. Target keywords specific to your service area to attract local customers actively searching for cleaning services nearby. This could include content such as “Best Cleaning Services in [City Name]” or “Professional Cleaners Near [Location].”

3. Blogging for SEO

Posting helpful blog posts can be as a powerful tool to improve your SEO. Write informative and engaging blog posts focusing on helping people achieve their desired goal. Address common problems, concerns, and questions of potential clients in your blog posts to establish your authority and connect with your audience.

4. List your business in business directories 

List your cleaning business on reputable local, national, and industry-specific directories to increase traffic and citations. Local directories, in particular, are valuable for targeted local visibility, while national directories can provide broader exposure and improve your overall online presence.

5. Ensure consistent NAP information 

Ensure that your business’s Name, Address, and Phone Number (NAP) information is consistent across all directories and listings where your business is listed. Consistency in NAP data is crucial for local SEO as it directly impacts your business’s visibility in local search results and Google’s Local Pack.

To start you can list your business on these directories 

  1. Angi
  2. Apple Maps
  3. HomeAdvisor
  4. Facebook
  6. Porch
  7. Thumbtack
  8. Bing Places
  9. Homeguide

7. Create engaging Email marketing campaigns

Email marketing offers a direct line of communication to your target audience, enabling personalized messages, promotions, and relationship-building with customers. Housecall Pro’s Mailchimp integration can help you nurture these leads effectively. 

How to leverage Email marketing effectively

Now, let’s explore actionable strategies for maximizing the impact of your email marketing efforts:

1. Build an engaged Email list

Start by enticing potential customers to sign up for your newsletter. Offer incentives like discounts or freebies and make subscribing easy across your website and social media channels.

2. Segment your audience

Divide your email list based on factors such as location, demographics, and past interactions. This enables sending targeted messages tailored to each recipient, boosting engagement and conversion rates.

3. Create compelling content

Craft engaging content that resonates with your audience. Share cleaning tips, industry news, promotions, and customer success stories to keep subscribers informed and entertained.

4. Personalize your messages

Use dynamic content and personalization tokens to customize emails based on each recipient’s preferences. Address subscribers by name, recommend services based on their past purchases, and send personalized offers.

5. Optimize for mobile

Given the increasing number of users accessing emails on mobile devices, ensure your campaigns are mobile-responsive. Make emails easy to read and navigate on smartphones and tablets to maximize engagement.

6. Measure and analyze performance

Track key metrics like open rates, click-through rates, and conversion rates to gauge the success of your campaigns. Use this data to refine your strategy and optimize performance over time.

By using these strategies, your cleaning business can unlock the full potential of email marketing, driving growth, and fostering stronger connections with your audience

The takeaway

Mastering the art of marketing your cleaning business in 2024 is not just about implementing strategies; it’s about understanding your audience, their needs, and how your services can make a meaningful impact in their lives. By taking the time to craft a tailored marketing plan, honing in on demographics, and resonating with your target audience, you’re setting yourself up for success in a competitive landscape.

So, embrace these proven strategies, adapt them to your unique business model, and watch as your cleaning business flourishes with increased visibility, engagement, and client satisfaction. Here’s to your continued success in the ever-evolving world of cleaning business marketing!

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Housecall Pro
Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Housecall Pro

Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.