Meta ads for cleaning companies.
Cleaning has the cheapest leads and the highest conversion rate in home services, and it is the trade where our own published campaign data comes from. The economics are unusual: low job values, but very high repeat rates. That means the first clean does not have to pay for the acquisition on its own — the contract behind it does.
Is this right for your cleaning business?
- You sell recurring cleans, not only one-off deep cleans
- You have capacity to add regular clients to a route
- You can respond to enquiries the same day
- You want predictable monthly revenue rather than sporadic jobs
- You only do one-off cleans with no repeat path
- Your pricing is too low to absorb any acquisition cost
- You are already at capacity with a full recurring book
What cleaning leads actually cost
Cleaning converts far better than any other home service trade — 17.65% on search, against 3.70% for roofing. The service is easy to understand, the price is low enough to decide quickly, and the need is recurring. That combination produces the lowest cost per lead in the published benchmarks.
| Metric | Cleaning & maid services | For comparison |
|---|---|---|
| Google Ads cost per lead | $46.99 | Roofing $228.15 |
| Google Ads cost per click | $8.50 | Electricians $12.18 |
| Search conversion rate | 17.65% | Roofing 3.70% |
| Click-through rate | 9.01% | Highest of any trade |
The catch is job value. A $46.99 lead against a $150 clean leaves very little room — until you count the contract[1]. A recurring client at $150 a fortnight is worth several thousand a year, which changes the arithmetic entirely. Sell the contract, not the clean.
When cleaning companies should spend
Two soft peaks rather than one hard season. Spring cleaning drives a rise in one-off deep cleans, and the run-up to the holidays produces another. Recurring contracts are largely season-independent, which is what makes them worth prioritising.
Jan: Steady demand. Feb: Steady demand. Mar: Peak demand. Apr: Peak demand. May: Steady demand. Jun: Steady demand. Jul: Steady demand. Aug: Steady demand. Sep: Steady demand. Oct: Peak demand. Nov: Peak demand. Dec: Steady demand.
Use the deep-clean peaks as an entry point rather than the destination. A one-off spring or pre-holiday clean is an easy first yes, and the conversation at the end of that job is where the recurring contract gets sold. Advertising the contract cold is much harder than converting a satisfied one-off customer into one.
Offers that work in cleaning
First clean discounted with a recurring plan
The standard offer for good reason. It lowers the barrier to trying you while anchoring the relationship on the contract rather than the single visit.
Free in-home or virtual quote
Removes the uncertainty about price for a property people assume is unusual. A quick video walkthrough works nearly as well as an in-person visit.
Move-in / move-out clean
High-value, time-pressured, and frequently searched at the last minute. A strong standalone offer that also introduces you to people who have just moved and need someone regular.
Deep clean as a seasonal entry point
Sold in spring and before the holidays, then converted into a recurring plan at the end of the job.
Ad creative that stops the scroll
- Before and after of a genuinely dirty room — the format that works best here
- Satisfying close-up cleaning footage, which performs unusually well on Instagram
- The team arriving, in uniform, in a recognisable neighbourhood
- Customer explaining what having their weekends back is worth
- What is actually included in a deep clean versus a regular clean
- Short clip addressing the trust question — who is in my house, and are they vetted
How we run it for cleaning companies
- 1
Audit
We look at your service area, average job value, capacity, and what is currently bringing in cleaning work — then tell you honestly whether paid ads will help.
- 2
Optimize
We fix what blocks conversion before spending a dollar: the offer, the follow-up path, and the tracking. Sending cold traffic at a leaky funnel just makes the leak expensive.
- 3
Offers & creative
Offers anchored on the recurring plan rather than the single clean, before-and-after creative from your own jobs, and messaging that answers the trust question directly.
- 4
Test, launch, scale
A structured test window finds the winners, the losers get cut, and budget consolidates onto the ads producing booked jobs — not the ones producing cheap clicks.
Proof
Our published results come from residential window-cleaning campaigns. The mechanics — exclusive leads, a tracked call path, and cutting spend to the winners — carry across trades, but the job values and lead costs in cleaning are different, so treat these as evidence the system works rather than a forecast for your business.
Frequently asked questions
Do Facebook ads work for cleaning companies?
Yes, and this is the trade where we have the most published data of our own. Two documented campaigns produced 85 booked jobs from $5,640 of spend, and 582 leads at roughly $3.53 each. Both are linked above with the full method, including what was cut and why.
My job values are low — can the numbers work?
Only if you sell recurring work. A single $150 clean cannot absorb much acquisition cost. A client on a fortnightly plan is worth several thousand a year, which supports a perfectly reasonable cost per lead. If you only do one-off cleans, fix that before increasing ad spend.
How do I stop competing on price?
Compete on trust and reliability instead, because that is what homeowners actually worry about when letting someone into their house. Show your team, mention vetting and insurance, and make the booking process easy. Price becomes the deciding factor mainly when nothing else distinguishes you.
What is a realistic cost per lead for cleaning?
The published Google Ads benchmark is $46.99, the lowest of any home service trade, helped by a 17.65% conversion rate. Meta leads are typically cheaper still. In our own documented campaign, exclusive leads came in at about $3.53 — though that was one account in one market and should not be read as a forecast.
Sources
Every figure above links back to where it was published. Dates show when we last confirmed the source was live and still said what we quote.
- [1]Home Services Search Advertising Benchmarks — LocaliQ / WordStream. Verified August 9, 2026.Based on 3,211 US home services search campaigns running April 2024 to March 2025, drawn from LocaliQ's own client base rather than an industry census. Google Ads only — these are not Meta figures.
- [2]Facebook Ads Benchmarks, 2025 — WordStream by LocaliQ. Verified August 9, 2026.Directional only. The leads dataset covers 726 campaigns across roughly 20 industries, with a stated minimum of just 2 active campaigns per subcategory — so the Home & Home Improvement row may rest on very few accounts.
About 9xBooked
9xBooked is a Meta ads agency for US home service businesses, including cleaning companies. We build and run Facebook and Instagram campaigns that deliver exclusive cleaning leads — never resold, never shared with competitors — and every engagement carries a written revenue guarantee sized on a free audit call. Clients keep ownership of their ad account, pixel, creative, and lead data.
Related reading
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