How to Get Clients for a Cleaning Business: 10 Proven Strategies (2026 Guide)

TL;DR: Getting clients for your cleaning business requires a mix of local SEO, referral systems, paid ads, and AI-powered tools that help you respond faster than competitors. This guide covers 10 strategies for solo cleaners, growing teams, and commercial cleaning companies.

The cleaning services market is booming. According to Fortune Business Insights, the global market is projected to grow from $451.6 billion in 2026 to $734.2 billion by 2032 – a compound annual growth rate of roughly 7.2%. In the US alone, the market generated about $97.6 billion in 2022 and is forecast to reach $147.6 billion by 2030.

Yet most cleaning business owners struggle with the same challenge: how to get clients for a cleaning business consistently. One month your schedule is full. The next month, families move, someone pauses service, and suddenly you are scrambling for leads.

More than 60% of cleaning companies say new customer acquisition and revenue growth are their top goals. If you need reliable strategies to grow your client base, this guide shows you exactly how to get more cleaning clients using methods that work for residential cleaners, commercial janitorial companies, and everyone in between.

Modern field service management software with AI capabilities can automate your lead follow-up and help you win more business. Let’s dive into the strategies that actually work.

1. Understand Your Ideal Clients

Before spending time or money on marketing, get clear on the type of clients you want. The cleaning businesses that grow fastest are those that know exactly who they serve and tailor their message accordingly.

Most cleaning businesses skip this step and end up saying yes to everyone, which makes marketing harder and less effective. When you know exactly who you want to work with, everything else gets simpler: your brand, your messaging, your offers, and even the way your team shows up.

Define your ideal customer profile

Residential cleaning clients typically include:

• Young families who want help keeping up with daily messes
• Busy professionals who want a hotel-like clean
• Retirees who value consistency and reliability
• Landlords needing move-out and move-in cleaning
• Airbnb hosts requiring turnover cleaning

Commercial cleaning clients typically include:

• Retail stores and gyms
• Schools and educational facilities
• Office managers looking for regular janitorial service
• Property managers with multiple buildings
• Medical offices requiring specialized cleaning

Match your services to client needs

Client Type	Primary Need	Best Service Offering	Typical Contract Value
Dual-income families	Time savings	Recurring weekly/bi-weekly	$200-400/month
Retirees	Reliability	Monthly deep cleaning	$150-300/month
Airbnb hosts	Fast turnaround	Same-day turnover cleaning	$75-150/turnover
Office managers	Consistency	After-hours janitorial	$500-2,000/month
Property managers	Volume pricing	Move-out packages	$150-400/unit

2. Set Up Your Online Foundation

Your online presence is where most potential clients will find you. A professional foundation makes everything else work better. About 43% of cleaning industry leaders already use end-to-end business management systems. This is no longer optional for serious growth.

Build a simple, clear website

You do not need a fancy website, but you do need one that makes it easy for someone to understand what you do and how to book you. Most people skim. They want to know within seconds whether you serve their area and how to get in touch.

Your cleaning business website should include:

• Clear service list (residential, commercial, deep cleaning, move-out)
• Pricing or pricing structure (even ranges help)
• Service area with cities and neighborhoods you cover
• Before and after photos showing your work quality
• Easy way to request a quote or book online
• Customer reviews and testimonials with names

Set up professional business tools

Running a cleaning business off paper notes and memory means working harder than necessary. The right tools pay for themselves in time saved.

Essential tools for getting clients:

• Professional email (yourname@yourbusiness.com, not Gmail)
• Online booking system for instant scheduling
• CRM for cleaning business to track leads and follow-ups
• Invoicing software for professional quotes
• Cleaning estimate templates for quick proposals

For step-by-step guidance on setting up your cleaning business, check out our complete guide on how to start a cleaning business.

3. Dominate Local SEO and Google Maps

Over 80% of people hire a cleaner after a quick online search. When someone searches “cleaning services near me” or “house cleaning in [your city],” you want to appear at the top. Local SEO determines whether they find you or your competitor.

Optimize your Google Business Profile

Your Google Business Profile (GBP) is the listing that appears on Google Maps and in local search results. It is one of the most important tools for getting new cleaning clients because it is often the first thing potential clients see.

Complete these optimization steps:

1. Claim and verify your GBP listing at google.com/business
2. Add your exact service areas (specific cities and neighborhoods)
3. Set accurate business hours including holidays
4. Write a keyword-rich business description mentioning your services
5. Upload before-and-after photos weekly to show activity
6. Collect and respond to every review within 24 hours

Target local keywords on your website

Use the same words people type into Google on your website and GBP. Add these naturally to your homepage, service pages, and page titles.

Priority keywords for cleaning businesses:

• “house cleaning in [your city]”
• “cleaning services near me”
• “maid service [your city]”
• “move out cleaning [your city]”
• “office cleaning [your city]”
• “deep cleaning services [your city]”

For more on optimizing your cleaning business for search, see our guide on SEO for cleaning business.

Get listed on trusted directories

Directories strengthen your SEO and help your business appear in more places online. Make sure your business name, phone number, and service area match across all listings. Consistency helps search engines trust that your business is legitimate.

Directory	Type	Priority
Google Business Profile	Maps/Search	Essential
Yelp	Reviews	High
Nextdoor	Neighborhood	High
Thumbtack	Lead Gen	Medium
Angi (formerly Angie’s List)	Reviews	Medium
Facebook Business Page	Social	High

4. Get Residential Cleaning Clients Fast

Residential cleaning is where most cleaners start. The fastest path to your first clients combines personal outreach with smart online presence. Here is how to get your first clients and build a steady book of recurring customers.

Start with your personal network

Many business owners shy away from involving their personal network, but people who know you personally are usually very ready to help. Your first clients almost always come from people who already trust you.

Reach out to:

• Friends and family (ask them to spread the word)
• Former coworkers and colleagues
• Neighbors in your area
• Local Facebook groups and community pages
• Church, gym, or community groups you belong to

One cleaning business owner landed her first commercial client by simply asking a friend who was a property manager. Sometimes it is not about who you know, but who they know.

Offer a first-time discount strategically

People love a good deal. A small discount for new customers can be the nudge they need to try your service, but be careful not to attract only bargain hunters.

Effective first-time offers:

• $15-20 off first cleaning (modest but meaningful)
• Free add-on service (fridge, oven, or inside windows)
• 20% off first deep clean with recurring signup
• Free trial cleaning for referral sources (real estate agents, property managers)

💡 Warning: Do not discount too heavily. You want clients who value your work, not bargain hunters who will leave for the next deal. According to industry benchmarks, a cleaning business only needs about 250 regular customers to hit $1M gross annual revenue.

Target local neighborhoods systematically

Distribute signs and flyers in high-traffic residential areas where your ideal clients live. Direct mail still works when it is done well. The goal is not to blanket your entire city but to reach the neighborhoods where your best clients already live.

Neighborhood Marketing Checklist

• Research average home values in target areas
• Create simple, professional flyers with Canva
• Include a clear offer and call to action
• Add QR code linking to online booking
• Distribute consistently (weekly, not just once)
• Track which neighborhoods respond best
• Follow up with door hangers after first jobs

5. How to Get Commercial Cleaning Clients

Commercial cleaning contracts provide steady, predictable income with larger job values. A $2,000/month office contract equals 10-15 residential clients. Here is how to land office cleaning clients and janitorial contracts.

Identify the right decision-makers

Commercial cleaning sales require reaching the right people. Do not waste time pitching to employees who cannot sign contracts.

Target these decision-makers:

• Office managers for small offices (under 50 employees)
• Facility managers for larger buildings
• Property managers for commercial real estate
• Operations managers for retail and hospitality
• HOA boards for common areas and clubhouses

Use LinkedIn for B2B prospecting

LinkedIn is powerful for B2B cleaning sales. It lets you research prospects, connect directly, and establish credibility before you ever make a pitch.

LinkedIn prospecting steps:

1. Search for “office manager” or “facility manager” in your city
2. Connect with a personalized message mentioning their company
3. Share helpful content about workplace cleanliness and productivity
4. Follow up with value (tips, case studies), not just sales pitches
5. Request a meeting only after building rapport

Offer maintenance contracts

Propose long-term maintenance contracts for regular cleaning services. This ensures steady income while providing consistent, reliable cleaning solutions for commercial properties.

Contract Type	Typical Frequency	Average Monthly Value
Small office (under 5,000 sq ft)	2-3x weekly	$500-1,500
Medium office (5,000-20,000 sq ft)	Daily	$2,000-5,000
Large commercial	Daily + deep clean monthly	$5,000-15,000
Medical/dental office	Daily with specialized protocols	$3,000-8,000

6. Free Marketing Strategies That Work

You do not need a big budget to get cleaning clients. These free strategies consistently bring in new business when applied consistently.

Leverage word-of-mouth and referrals

Happy customers will become your best marketers. According to Nielsen research, customers are 90% more likely to choose a brand recommended by someone they know.

Build referral systems:

• Ask for referrals after every great cleaning (timing matters)
• Create a simple referral card to leave behind
• Offer referral incentives ($25 off next cleaning for both parties)
• Make it easy to share (text-ready blurbs, shareable links)
• Send thank-you notes when referrals come through

Post on social media consistently

You do not need to become an influencer. Just remind your community that you exist, you are reliable, and you know what you are doing. Consistency beats frequency. Posting 2-3 times per week beats daily posting for one month then disappearing.

Content ideas that work for cleaning businesses:

• Before and after photos (highest engagement)
• Quick cleaning tips and hacks
• Behind-the-scenes team photos
• Client testimonials with permission
• Seasonal cleaning reminders

Best platforms for cleaning businesses:

• Local Facebook groups (highest ROI for local services)
• Facebook business page (credibility)
• Instagram for visual content (before/afters perform well)
• Nextdoor for neighborhood visibility

Partner with complementary businesses

Referral partnerships create steady lead flow without advertising costs. Focus on businesses that serve your target clients before or after they need cleaning.

Businesses that can refer cleaning clients:

• Real estate agents (move-in/move-out cleaning)
• Property managers (turnover and ongoing cleaning)
• Carpet cleaning companies (different service, same client)
• Window washing services (often asked for cleaner referrals)
• Moving companies (perfect timing for deep cleans)
• Interior designers (new project completions)
• Home organizers (clients ready for clean start)

7. Paid Advertising for Cleaning Leads

When you want to get cleaning clients fast, paid advertising puts your business in front of people actively searching for a cleaner right now. These are high-intent leads ready to book.

Google Local Services Ads (LSAs)

LSAs appear above regular Google Ads and organic results. Homeowners can call or message you directly, and you only pay for valid leads. This is often the fastest path to new clients.

Why LSAs work for cleaning businesses:

• People searching here already want to hire a cleaner
• No complex ad copy or campaign setup needed
• Google shows your reviews prominently (social proof built in)
• You set a weekly budget that fits your business
• You only pay for valid leads, not clicks

Google Ads for cleaning services

Google Ads let you target people searching for specific services in your area. You control keywords, budget, and when ads appear.

High-intent keywords to target:

• “house cleaning in [your city]”
• “recurring maid service [your city]”
• “deep cleaning service near me”
• “move out cleaning [your city]”

Tips for effective Google Ads:

• Use location-based keywords for your service area
• Send traffic to a clean landing page (not your homepage)
• Make it easy to request a quote or book
• Start with $5-10 per day and optimize based on results
• Track which keywords bring paying clients, not just clicks

Facebook and Instagram Ads

Social media ads work well for brand awareness and retargeting people who have already interacted with your business.

Effective Facebook ad strategies:

• Target homeowners in specific zip codes by income level
• Retarget website visitors who did not book
• Showcase before-and-after transformations
• Promote seasonal cleaning specials (spring cleaning, holiday prep)

Ad Platform	Best For	Typical Cost Per Lead
Google LSAs	High-intent leads	$15-40
Google Ads	Targeted keywords	$20-50
Facebook Ads	Brand awareness, retargeting	$10-30
Instagram Ads	Visual showcase	$10-25

8. Use AI and CRM to Convert More Leads

Here is where modern cleaning businesses gain a serious advantage over competitors. AI-powered tools help you respond faster, follow up consistently, and convert more leads into paying clients without working more hours.

Why speed matters more than ever?

More than 70% of customers expect quick digital communication. The cleaning business that responds first usually wins the job. But most owners are too busy cleaning to answer every call and message instantly.

This is where AI tools change the game. You can respond to leads 24/7 without being glued to your phone.

How AI helps you get more cleaning clients?

AI-powered CRM systems like FieldCamp can handle the repetitive tasks that eat up your time.

What AI-powered CRM systems can do:

• Auto-respond to leads from your website, Facebook, and WhatsApp instantly
• Answer common questions (pricing, availability, services) without you
• Schedule appointments without back-and-forth messages
• Send follow-up sequences automatically (no leads fall through cracks)
• Track which marketing channels bring the best clients

9. Turn Happy Clients Into Referrals

One of the easiest ways to get more cleaning clients is to take great care of people already on your schedule. Happy customers talk, share your name, and help build a reputation that does marketing for you. According to Wharton School research, referral clients typically have 48x higher ROI than paid advertising.

Deliver consistent quality every time

Every visit matters. Clients who know what to expect are much more likely to keep you long term and recommend you to others.

Keys to consistent service:

• Clear communication before and after cleanings
• Showing up on time, every time (GPS tracking helps)
• Doing the same thorough job each visit (use checklists)
• Fixing small issues quickly without excuses
• Treating their home with respect

Ask for reviews at the right moment

Reviews drive cleaning business leads, especially on Google and Nextdoor. They help new customers feel confident booking someone for the first time. But timing your ask matters.

Best moments to ask for reviews:

• Right after a great cleaning (immediate positive feeling)
• After solving a small problem (you went above and beyond)
• After a compliment or positive feedback (they are already thinking it)

Simple review request template:

“Thanks so much for having us today! If you are happy with the cleaning, would you mind leaving a quick review on Google? It helps our small business reach more local families. Here is the link: [your Google review link]”

Create a simple referral program

Referral Incentive	How It Works	Typical Participation Rate
$25 off next cleaning	Both parties get discount	15-20%
Free add-on service	Referrer gets free fridge or oven clean	10-15%
Gift card	Referrer gets $25 Amazon card	20-25%

10. Track Your Numbers and Scale

Experts recommend that cleaning businesses dedicate 5-10% of projected gross revenue to marketing. But spending money is not enough. You need to track what works and double down on winning channels.

Key metrics for cleaning business growth

Track these numbers monthly:

• Customer Acquisition Cost (CAC): Total marketing spend divided by new clients acquired
• Customer Lifetime Value (CLV): Average revenue per client over their entire relationship
• Booking Rate: Percentage of leads that convert to paying clients
• Referral Rate: Percentage of new clients that come from referrals
• Churn Rate: Percentage of clients who stop service each month

Calculate your marketing ROI by channel

Marketing Channel	Monthly Spend	New Clients	CAC	Average CLV	ROI
Google Ads	$500	10	$50	$600	12x
Facebook Ads	$300	5	$60	$600	10x
Direct Mail	$200	3	$67	$600	9x
Referral Program	$100	8	$12.50	$600	48x

Use software to automate tracking

Modern field service CRM systems automatically log leads, track sources, and show which channels bring the most profitable clients. No more spreadsheets, no more guessing.

With FieldCamp’s reporting features, you can see your marketing ROI, client retention rates, and revenue trends at a glance. Ask questions like “Which marketing channel brought the most clients last month?” and get instant answers.

The Bottom Line

Getting clients does not have to mean spending big. With the right free tools, a little creativity, and systems like FieldCamp to back you up, you can grow your cleaning business without burning out.

Here is the path forward:

1. Build your foundation – Create a simple website with Google Sites and claim your Google Business Profile
2. Get visible – Post consistently on social media and optimize for local search
3. Convert leads fast – Use WhatsApp Business to respond quickly and professionally
4. Look professional – Design polished marketing materials with Canva
5. Track everything – Measure what works and optimize your approach
6. Scale smart – Implement a CRM when you are ready to grow beyond manual management

The cleaning market is huge and growing. Clients are searching for reliable, professional services every day. With the right tools and strategies, there is no reason you cannot capture your share.

Keep marketing, even when your schedule feels full. Most cleaning businesses slow their efforts when things pick up, then scramble when the calendar opens again. A steady, simple rhythm works better.

Now get out there and start cleaning up.