Let's TalkLet's TalkMost people do not search for a cleaner until something prompts them. Facebook and Instagram can be that prompt - a friendly local team, a spotless kitchen, a regular slot that gives evenings back - if the ads introduce real people, aim at recurring customers and keep hiring separate.
We review your Meta account, creative and forms, and trace recent leads to bookings and recurring customers. If you have not run Meta ads, we look at your team, your capacity and your areas and tell you whether Meta is worth testing for your business.
Four failures we see repeatedly in this vertical, and what each one actually costs.
A large discount on the first clean fills forms quickly, mostly with people who want one cheap clean. They book once and disappear, and the cost of winning them is never recovered. The customers who want a reliable regular cleaner are persuaded by trust and convenience, not by the deepest discount in their feed.
Gloved hands and spray bottles look like every cleaning ad. Customers deciding whether to let someone into their home respond to real people - the cleaners who would actually arrive - shown with their permission and doing real work.
A one-tap form gives a name and a phone number. Without home size, type of clean and frequency, every lead needs a call before anyone can quote, and many never answer. The leads look cheap until you count how few become customers.
Cleaning companies recruit constantly, and recruiting ads on Meta must run under its Employment special ad category, with restricted targeting. Running hiring through ordinary campaigns risks rejected ads and muddled reporting, and leaves the team growing more slowly than the customer list.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
We build creative around your real cleaners - a short introduction, a glimpse of how they work, the care they take with a home - shared with their permission. It answers the question every new customer has and looks nothing like the stock-image ads around it.
We build offers around recurring plans - the convenience of the same cleaner on the same day, evenings and weekends back - rather than a deep one-off discount. The ads attract people looking for a lasting arrangement, and the leads that come in are worth far more.
We run recruiting campaigns properly under the Employment special ad category, kept separate from customer campaigns, and pace customer spend to your capacity, so growth never outruns the team that has to deliver it.
Photos and short videos of your cleaners, with permission.
Recurring plans presented as the main option.
Home size, type of clean, frequency and area.
Team introductions and reviews for people still deciding.
Recruiting under the Employment category.
Regulars sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A genuine before-and-after of a deep clean, taken in a customer's home with permission, shows the standard of work in a way no claim can. Use real examples, never staged or borrowed images.
Targeting the neighbourhoods your cleaners already serve builds density, keeps travel between cleans short and makes each new customer more profitable.
Spring cleaning and pre-holiday deep cleans are natural prompts. Campaigns timed for them bring new customers, and the best can be offered a regular slot afterwards.
With permission to use their details, occasional messages to past customers about returning, deep cleans or referrals are cheap to run and well received.
None of our case studies is a cleaning company. The nearest is an apparel brand where we rebuilt Meta creative around real customer and founder-led content instead of studio polish - acquisition cost fell 38% in the first quarter and email grew to 26% of revenue. Real team footage in place of stock imagery, and patient follow-up with past customers, are the same two levers cleaning campaigns depend on.
Read the full case studyThey can, because many people do not search for a cleaner until something prompts them. The keys are creative featuring your real team, offers built around recurring plans, forms that capture home size and frequency, and measuring recurring customers rather than lead counts. Discount-led ads tend to bring one-off bookings instead.
Your real team, shown with their permission: a short introduction, a glimpse of how they work, genuine before-and-afters from customers' homes. Real people answer the trust question customers have about letting someone into their home. Stock images of spray bottles look like every other ad.
Carefully. Large discounts attract people who want one cheap clean. If you use an introductory offer, tie it to a recurring plan, and measure success by how many customers are still booked months later rather than by how many first cleans you sold.
Home size in bedrooms and bathrooms, the type of clean, how often they would like cleaning and their area. Meta's higher-intent form option adds a review step that reduces accidental submissions. Those answers let you reply with a price straight away rather than starting with a call.
Yes, but recruiting ads must run under Meta's Employment special ad category, which restricts targeting options. Run hiring as separate campaigns with their own reporting, and keep them going steadily, because most cleaning companies are limited more by staff than by customers.
Both can work. Instant forms are convenient but bring more casual enquiries. A landing page with prices and online booking lets ready customers book a slot directly. Test both and compare them on cost per recurring customer, not cost per lead.
Within minutes if you can. Interest from a social ad fades quickly. An instant reply by email or Messenger with a price and available slots, followed by a call if needed, turns more leads into bookings than a call the next day.
If you have permission to use their details for marketing, yes - to invite them back, offer a seasonal deep clean or ask for referrals. We check how the data was collected before any list is uploaded, and keep messages occasional and useful.
Only with specifics. The FTC's Green Guides tell marketers not to make broad, unqualified claims like 'green' or 'eco-friendly'. Say exactly what you use - for example, products carrying EPA's Safer Choice label, if that is true - so the claim is clear and supportable.
Enough to test one campaign properly in your strongest areas, measured in recurring customers. Scale what produces regulars, and pace spend to your team's capacity, so you are not paying for customers you would have to put on a waiting list.
Trace each lead to its outcome - booked, cleaned once, recurring and for how long - and send recurring customers back to Meta through the Conversions API so the system learns which people stay. Cost per lead on its own misleads, because cheap leads often book once and leave.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.