Most cleaning searches are for recurring service (weekly/biweekly) but ads and landing pages fail to emphasize the subscription model. One-time deep cleans are fine, but recurring clients have 10-20x higher lifetime value. Generic messaging fails to convert browsers into subscriptions.
Letting cleaners into your home requires trust. Most cleaning company ads are identical—'professional', 'reliable', 'affordable'. Without concrete trust signals (background checks, bonding, insurance, review scores), you blend in with everyone else.
Commercial cleaning contracts ($1,000-10,000/month) are worth 50-100x a residential visit. Without separate campaigns, commercial decision-makers see residential pricing and wonder if you have business capabilities.
Broad match keywords trigger your cleaning service ads for searches like "cleaning service jobs" and "cleaning service salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Cleaning Services who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But cleaning service searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different cleaning service customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
Job seekers, not customers.
DIY searchers.
People buying products to clean themselves.
Unlikely to become paying customers.
DIY enthusiasts, not service buyers.
Two powerful tools for cleaning services to improve your Google Ads performance