Let's TalkLet's TalkCommercial cleaning searches are few and valuable - and mixed with homeowners wanting a house cleaner, people looking for cleaning jobs and people researching cleaning franchises. Google Ads for a commercial cleaning company has to find the office or facility manager ready to switch, and judge success on signed contracts.
We go through the search terms you paid for, the enquiries and walkthroughs they produced and which became contracts, and show how much went on residential, job, franchise and supply searches, which sector campaigns produced signed work and what to change first. You get a recorded walkthrough; there is no call to sit through.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Cleaning services near me' is mostly homeowners. 'Office cleaning jobs', 'night cleaner hiring' and 'janitorial franchise' come from people looking for work or a business to buy. Without careful exclusions and tight keywords, much of a commercial cleaner's budget goes on searches that will never become a contract.
Business cleaning searches are far fewer than residential ones, and each is worth far more. Broad match and loose settings spread a small budget across irrelevant searches before the handful of real buyers each week have seen your ad. Commercial accounts need tighter keywords and closer attention than residential ones.
Managers comparing cleaners want to see sectors served, how quality is managed, insurance and references before they speak to anyone. Landing pages that only say 'call for a free quote' lose them to companies that answered those questions first.
A walkthrough request that never becomes a proposal counts the same as a signed contract in most accounts. Without importing which enquiries became contracts and their value, bidding cannot learn which searches find real buyers.
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.
Commercial cleaning keywords are swamped by homeowners, job seekers and franchise buyers. We build tight keyword lists and exclusions from the search terms you actually pay for, so a modest budget reaches the facility and office managers who search each week rather than everyone else.
Every landing page shows the sector, how you supervise and inspect, insurance and references, with a simple walkthrough booking. Managers who have been let down before see a company that answers their questions up front, and book.
We import proposals and signed contracts with their values, so bidding learns which searches lead to real buyers. Reporting shows cost per contract by sector, which is the number that tells you where to spend next.
Recent searches sorted into business, residential, jobs and franchises.
Negative lists built and reviewed monthly.
Offices, medical, education, industrial and post-construction.
Landing pages with quality systems, insurance and references.
Forms and call tracking with outcomes.
Proposals and signed contracts fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Searches for a new office cleaner or commercial cleaning company often follow a bad experience with the current one. Ads and pages that address switching directly - how the handover works, how quickly you can start - meet buyers at that moment.
Medical and dental offices search for cleaners who understand infection control and documented disinfection. A dedicated campaign and page, with claims matched to EPA-registered products, reaches them properly.
Builders search for post-construction cleaning against handover deadlines. A campaign with fast quoting and clear availability captures that work and starts relationships with contractors who return.
The cheapest leads in commercial cleaning are often small one-off jobs or misdirected residential enquiries. Importing contract values teaches bidding which searches lead to recurring business.
None of our case studies is a commercial cleaning company. The nearest Google Ads engagement is an auto dealership, where tightly targeted search campaigns produced 1.22M clicks at a 0.90% click-through rate, 627% ROAS and $617K in revenue. The transferable lesson is targeting discipline - paying only for searches from people ready to buy, which in commercial cleaning means filtering out residential, job and franchise traffic first.
Read the full case studyYes, with tight keywords and careful exclusions. Business cleaning searches are fewer than residential ones but far more valuable. Campaigns split by sector, landing pages with proof and bidding that learns from signed contracts can make search one of the most dependable sources of new commercial contracts.
House and residential cleaning, maid services, cleaning jobs and hiring, franchise and business-opportunity searches, and cleaning supplies. Review the search terms report weekly at first, because low-volume accounts are easily distorted by a few irrelevant searches.
Enough to appear consistently for business cleaning searches in your area, judged on cost per signed contract over several months. Because contracts are valuable and searches are few, even a modest budget can pay well if keywords are tight. Start with your strongest sector and expand.
The sector the searcher is in, the services and frequencies you offer, how you supervise and inspect quality, insurance and staff vetting, references or reviews from similar businesses and a simple walkthrough booking. Facility managers want proof before they pick up the phone.
Yes, accurately. Disinfectants are EPA-registered under FIFRA, and claims beyond a product's registration are prohibited, including in ads and on websites. Describe the registered products you use and that you follow label directions, rather than broad claims about killing everything.
Yes, if you serve that sector. Medical and dental buyers want infection control knowledge, documented procedures and careful staff, and they search differently from general offices. A dedicated campaign and landing page speak to them directly.
Google's current US list includes house cleaning but no separate commercial cleaning category, so commercial work relies mainly on search campaigns, maps and referrals. If you also clean homes, Local Services Ads may work for that side of the business.
Record the source of each enquiry, follow it through walkthrough and proposal to a signed contract, and import those outcomes with their values as offline conversions. That shows which campaigns produce contracts and lets bidding learn from them.
Walkthrough requests can start within weeks, but contracts take longer because businesses compare proposals and seek approval. Judge campaigns over several months, and count proposals as an early signal while contracts follow.
By location first, because cleaning crews have to reach the building, and then by sector through keywords and landing pages. Target the areas where you can supervise crews and respond quickly to client issues, and build separate ad groups for offices, medical, education and post-construction searches within them, so each buyer sees a page about their kind of building.
Usually it is not the best use of a small commercial budget, and ad text must not misuse other companies' trademarks. Searches about switching cleaners or poor service, together with strong sector pages, typically reach unhappy clients of competitors more effectively and more cleanly.
Written for owners weighing this up, whether or not they work with us.
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