How to Market a Cleaning Business: 8 Tactics Ranked by ROI

TL;DR: Marketing a cleaning business doesn’t have to be complicated or expensive. Start with free, high-ROI channels: optimise your Google Business Profile, build a referral program, and actively manage your online reviews. These three tactics alone can drive consistent leads without spending a dollar on ads. Once you have a steady cash flow, add paid channels like Google Local Service Ads for predictable, scalable lead generation. The biggest mistake cleaning business owners make is stopping marketing when they get busy. Build systems that run whether your schedule is full or not.

Here’s the uncomfortable truth about marketing a cleaning business: most owners stop marketing the moment their schedule fills up. Then, when a few clients cancel or move away, they scramble to find new ones.

That cycle is exhausting and expensive.

The cleaning companies that grow steadily, year after year, do something different. They build marketing systems that run whether they’re busy or not. They prioritize channels that cost little but return a lot. And they treat marketing like operations: consistent, measurable, and non-negotiable.

This guide breaks down 8 cleaning business marketing tactics ranked by ROI. We’re starting with free, high-return channels and working toward paid options you can add as you scale.

Each section tells you what to do and how to do it, not just that you should “try social media.”

If you’re still figuring out the basics, start with our guide on how to start a cleaning business. 

Already running operations, but need better tools? Cleaning business software can help you manage scheduling, dispatch, and client communication while you focus on growth.

If you’re ready to get more clients, keep reading.

Why This Order Matters?

The tactics below are ranked by cost-to-ROI ratio, not alphabetically. Here’s the logic:

1. Free + Medium ROI second: Local SEO, social media
2. Free + High ROI first: Google Business Profile, referrals, reviews
3. Paid + High ROI third: Google Local Service Ads, partnerships
4. Systems that multiply everything: CRM and follow-up automation

Start at the top. Master each channel before adding the next. This prevents the common trap of doing ten things poorly instead of three things well.

If you prefer listening, we have got you covered.

1. Google Business Profile (Free, Do This First)

Your Google Business Profile (GBP) is the single most important free marketing tool for a cleaning business. It’s what shows up when someone searches “house cleaning near me” or “office cleaning [your city].”

Why it matters:

• 46% of all Google searches have local intent (SeoProfy)
• Businesses in the Google 3-pack get 126% more traffic than those ranked 4-10 (SOCi)
• Complete profiles get 7x more clicks and 42% more direction requests (Publer)
• 88% of consumers who search locally visit or call within 24 hours (Nectafy)

How to set it up right:

1. Claim your profile at business.google.com
2. Complete every field: business name, address, phone, hours, service area
3. Choose the right primary category (“House Cleaning Service” or “Commercial Cleaning Service”)
4. Add 10+ high-quality photos (your team, cleaning equipment, before/after shots)
5. Write a keyword-rich business description (include your city and cleaning services)
6. Enable messaging and booking if available

How to maintain it:

• Post weekly updates (promotions, cleaning tips, seasonal offers)
• Respond to every review within 24-48 hours
• Add new photos monthly
• Keep hours and contact info accurate

This is free and takes 2-3 hours to set up properly. There’s no excuse not to do it.

2. Referral Program (Highest ROI Channel)

Referrals aren’t just nice to have. They’re your highest-return marketing channel by a wide margin.

The data:

• Referral marketing delivers 25x ROI on average; some businesses see 47x (DemandSage)
• Referred customers have 16% higher lifetime value
• They spend 25% more on their first purchase
• They retain at 37% higher rates
• 92% of consumers trust referrals from people they know (WiserReview)

How to build a referral program that works:

1. Make the offer clear and compelling
   
   • “$50 off your next cleaning for every friend who books”
   • “Free deep clean after 3 successful referrals”
   • “Give $25, Get $25” (reward both parties)
2. Make it easy to refer
   
   • Create a simple referral link or code
   • Send a post-service email with referral instructions
   • Add referral info to invoices and receipts
3. Track and follow up
   
   • Log who referred whom
   • Thank referrers personally (not just with the discount)
   • Remind happy clients to refer after great service

When to ask: Right after a successful cleaning, when satisfaction is highest. Don’t wait weeks. Strike while the experience is fresh.

3. Reviews & Reputation Management (Free, Ongoing)

Reviews are the social proof that turns searchers into callers. Without them, even a great Google Business Profile won’t convert.

Why reviews matter:

• 93% of consumers read reviews before choosing a local cleaning service
• A one-star increase can drive 5-9% revenue growth
• Businesses with 4.5+ stars get significantly more clicks than those with 4.0

How to get more reviews:

1. Ask at the right moment: Send a review request within 24 hours of service completion
2. Make it one-click easy: Direct link to your Google review page
3. Ask the right people: Long-term clients who love you, not first-timers
4. Follow up once: A gentle reminder 3-5 days later if they haven’t responded

How to handle negative reviews:

• Respond within 24 hours
• Acknowledge the issue (don’t get defensive)
• Offer to make it right offline
• Keep it professional. Future clients are reading.

Potential clients watch how you handle problems more than they count your 5-star reviews.

4. Local SEO (Free, Build Over Time)

Local SEO is what helps you rank in Google searches like “cleaning service in [your city]” or “janitorial services near me.”

The basics:

• Use location-based keywords on your website (“house cleaning in Austin,” “commercial cleaning Dallas”)
• Create separate pages for each service and location you serve
• Get listed in local directories (Yelp, Angi, Thumbtack, local chamber of commerce)
• Build local backlinks (sponsor a little league team, get featured in local news)

Technical must-haves:

• Mobile-friendly website (most local searches happen on phones)
• Fast load times (under 3 seconds)
• Consistent NAP (Name, Address, Phone) across all listings

SEO takes time. Expect 3-6 months before you see significant results. But once it’s working, it delivers leads without ongoing ad spend.

5. Social Media (Free, Consistent Effort)

Social media works for cleaning businesses because cleaning is visual. Before-and-after photos are inherently satisfying content.

Where to focus:

• Facebook: Best for residential cleaning, local community groups, neighbourhood pages
• Instagram: Before/after photos, cleaning tips, behind-the-scenes
• Nextdoor: Hyper-local recommendations, neighbourhood trust
• TikTok: If you’re willing to create video content, cleaning videos perform well

What to post:

• Before/after transformations (with client permission)
• Quick cleaning tips and hacks
• Team spotlights and behind-the-scenes
• Seasonal content (spring cleaning checklists, holiday prep)
• Client testimonials (screenshot reviews with permission)

What doesn’t work:

• Posting once, disappearing for a month
• Only promotional content (sell less, help more)
• Being on every platform but doing none well

Pick 1-2 platforms. Post 3-4 times per week. Engage with comments. Consistency beats perfection.

6. Google Local Service Ads (Paid, When Ready to Scale)

Local Service Ads (LSAs) appear at the very top of Google, above regular ads and organic results. They show a “Google Guaranteed” badge, and you pay per lead, not per click.

What they cost:

• Cleaning businesses typically pay $19-45 per lead (Buzzz.co)
• Average: ~$28 per lead for house cleaning services
• For every $750 spent, cleaning businesses book 6-7 new jobs on average (The Media Captain)
• Customer acquisition cost: $161 for LSAs vs. $312 for traditional Google Ads (BrightLocal)

When to use LSAs:

• You have a steady cash flow to invest
• Your Google reviews are strong (4.5+ stars, 20+ reviews)
• You can respond to leads within minutes (speed matters)
• You want a predictable, scalable lead flow

How to get started:

1. Apply through Google Local Services
2. Pass background checks and verification
3. Set your weekly budget and service area
4. Respond to leads fast. Google tracks responsiveness.

LSAs work best when your organic presence (GBP, reviews, SEO) is already solid. They amplify a strong foundation; they don’t fix a weak one.

7. Offline Marketing (Low-Medium Cost, Location Dependent)

Digital-first doesn’t mean digital-only. For local cleaning businesses, offline tactics still work.

Vehicle wraps and magnets:

• Your van is a moving billboard
• Every drive through a neighbourhood is visible
• Cost: $500-3,000 for a full wrap, $100-300 for magnets

Door hangers and flyers:

• Target specific neighbourhoods (dual-income households, new developments)
• Include a first-time discount with a clear call to action
• Cost: $0.10-0.50 per piece plus distribution time

Strategic partnerships:

• Real estate agents (move-in/move-out cleanings)
• Property managers (recurring commercial cleaning contracts)
• Interior designers and home stagers
• Post-construction contractors

These partnerships can deliver high-value recurring clients with zero ad spend. Just relationship building.

8. CRM & Follow-up Systems (Retention Multiplier)

Marketing doesn’t stop when someone becomes a client. The most profitable cleaning businesses have systems to retain clients and maximise lifetime value.

What a CRM does:

• Tracks all client information in one place
• Automates follow-up emails and reminders
• Sends review requests after service
• Identifies clients who haven’t booked recently
• Manages your referral program

Why it matters:

• Acquiring a new client costs 5-7x more than retaining an existing one
• A 5% increase in retention can increase profits by 25-95%
• Automated follow-up ensures no client falls through the cracks

Need professional documents for your cleaning business? Check out our free cleaning estimate template to streamline your quoting and billing.

The Marketing System That Actually Works

Here’s the pattern behind every cleaning business that grows consistently:

1. Set up your foundation: Google Business Profile, basic website, review request process
2. Activate referrals: Create a program, ask every happy client
3. Build over time: SEO, social media presence, local partnerships
4. Scale with paid: LSAs when you’re ready for predictable lead flow
5. Retain and multiply: Cleaning CRM system that keeps clients coming back

The biggest mistake? Stopping when you’re busy. Marketing is like fitness. 

You don’t stop working out because you got in shape. The businesses that win are the ones that keep showing up, even when their schedule is full.