Google Ads for cleaning companies that deliver quote requests
Anyone looking for a cleaning company asks two or three providers for a quote. We make sure your company is on that shortlist and that the enquiry then takes a minute to make. Your campaign is live within 48 hours, with click prices averaging €3 to €4.50. Google doesn't publish click prices per sector or per city; this is the range we see in our own accounts NL, and the price itself is set in the ad auction.
You build the filter before the campaign starts, not after. This is the cheapest work in the whole account and it saves money from day one, because every term you exclude in advance is a click you never pay for. After that, the maintenance continues: reviewing the search terms every month and making the filter finer.
2 parts in this figure. GETS THROUGH is highlighted; choose another part to switch.
Google Ads for cleaning companies is all about the quote moment
Almost nobody chooses a cleaning company after a single phone call. A facilities manager wanting to outsource office cleaning asks two or three providers for a quote and compares them on price, frequency and reliability. Private individuals do the same for a window cleaner or a one-off big clean. Search terms like office cleaning quote, outsource cleaning and compare cleaning services show exactly that moment: the shortlist is being drawn up now and the decision falls within a few days. That's where the gain of Google Ads for cleaning companies lies: you buy visibility at exactly that decision moment.
For your campaign that means two things
One: your ad needs to be at the top when that comparison begins, with copy that immediately makes clear what you clean, for whom and in which service area. Two: your landing page needs to make the enquiry easy. A short form, a visible phone number and a clear promise about when you'll respond do more for your conversion rate than a long page full of generic text.
Speed matters just as much after that
Whoever replies within a few hours with a concrete proposal tops the list; whoever only emails after three days has often already been dropped. A good campaign therefore doesn't just deliver clicks, but enquiries you can follow up immediately while interest is still warm.
Our approach: from keyword to quote request
We start with keyword research at service level. Office cleaning, window cleaning, industrial cleaning and domestic cleaning each attract their own searchers, with their own click prices and their own quote process. That's why each service gets its own campaign with its own ad copy, instead of one broad campaign on just the word cleaning company.
Just as important is what we exclude
Searches like cleaning job vacancy and buy cleaning products do generate clicks, but never a client. With a continuously updated list of negative keywords, we keep that traffic out, so your budget only goes to people who are actually looking for a cleaning company.
After that we set up the landing page for the enquiry: a short form, a clickable phone number and the assurances a client wants to see before trusting you with their premises. We then optimise weekly on search terms, bids and ad copy, and you get a monthly report showing what every euro delivered.
We've sharpened this approach as a Google Ads specialist across several quote-driven markets
With home care organisations NL and removals companies NL you see the same pattern: whoever is visible at the comparison moment and makes the enquiry easy wins the job.
Four layers behind a campaign from keyword to quote request
The section above describes the approach in running text. Here it's shown as a stack, in the order we build it. The bottom layer is the only one that's never finished.
- 01Keyword research at service levelEach service attracts its own searchers, with its own click prices and its own quote process.
- 02A continuously updated list of negative keywordsCleaning job vacancy and buy cleaning products generate clicks, but never a client.
- 03A landing page built around the enquiryA short form, a clickable phone number and the assurances a client wants to see.
- 04Optimising weekly, reporting monthlyOn search terms, bids and ad copy, with a report showing what every euro delivered.ongoing
What it costs and what you can expect
Click prices in the cleaning sector average between €3 and €4.50. That's affordable compared with sectors such as law, where a click costs a multiple of that. We advise an advertising budget from €500 per month: enough to build up data and bring in the first enquiries.
A worked example with a monthly budget of €750: that delivers around 190 to 250 clicks
With a conversion rate of 8 to 12 per cent, that comes to 15 to 30 quote requests and phone calls a month, at €25 to €50 per enquiry. Set that against what a client is worth: an average cleaning contract runs between €500 and €2,000 per month. With just two to three new clients you've well and truly earned back the investment.
We're honest about the pace
Your campaign is live within 48 hours and most cleaning companies see the first enquiries within a week. On top of that, allow for two to four weeks before the campaign is properly dialled in. The exact numbers depend on your service area, your services and the competition, so we won't give you hard guarantees upfront, but we will give you a well-founded estimate.
Want to know what's possible in your region, or already advertising without results
Book a no-obligation call. We'll take a free look with you, and we'll also tell you honestly when Google Ads isn't the best first step for you.
Switch off what you don't offer, and that campaign doesn't run
Section 02 says each service gets its own campaign with its own ad copy, instead of one broad campaign on the word cleaning company. Here are those services. What you switch off stays visible, it just doesn't run.
Four campaigns are switched on: Office cleaning, Window cleaning, Industrial cleaning and Domestic cleaning. Tap one to switch it off.
Four steps to an enquiry, and what that enquiry is worth against
Section 03 works a monthly budget of €750 all the way through: how many clicks that delivers, how many enquiries come out of that and what an enquiry then costs. Here that same sequence is shown as four steps, with the contract value underneath. Without that last line, the top row is just an expense.
The exact numbers depend on your service area, your services and the competition. The text says exactly that. What the staircase does show is where the sensitivity lies: the difference between 8 and 12 per cent conversion almost doubles the number of enquiries without a single euro of extra budget. That's a landing page question, not a budget question.
Google Ads for cleaning companies by region
There's a dedicated page per service area, because the cleaning market differs by city. On cleaning companies in Utrecht NL it's about trust in a crowded market, on cleaning companies in Amersfoort NL about the split between residential and commercial, and on cleaning companies in Nieuwegein NL about contract value with a narrow search volume. The organic side sits in the guide local SEO for cleaning companies NL. To be honest about availability: for cleaning we already work with a client in the Utrecht region, with a service area covering Utrecht, De Meern, Vleuten, Nieuwegein, Houten and Maarssen. We don't sell those towns again for cleaning. Amersfoort is still available.
Frequently asked questions about Google Ads for cleaning companies
How much budget do I need to get started?
Click prices in the cleaning sector average between €3 and €4.50. We advise an advertising budget from €500 per month: enough to build up data and bring in the first enquiries. Below that, too few searches come in to see which terms work. On top of that you pay a fixed management fee per month for the work on the campaign.
Can I advertise on specific services too?
That's exactly the setup. Office cleaning, window cleaning, industrial cleaning and domestic cleaning each attract their own searchers, with their own click prices and their own quote process. That's why each service gets its own campaign with its own ad copy, instead of one broad campaign on just the word cleaning company.
What if I'm already advertising but not seeing results?
Then the leak is usually in one of three places: you're paying for job applicants, your campaign isn't split by service, or no enquiry is being measured. Vacancy, salary and working at make up a sizeable share of the search volume in this trade and cost just as much per click as a client. That's why we always start with the search terms report from your existing account: it shows, in black and white, exactly where your money went.
Why is there a separate page per service area?
Because the cleaning market differs by city. In one region it's about trust in a crowded market, in another about the split between residential and commercial, and in a third about contract value with a narrow search volume. A campaign using the same structure and the same bid everywhere fits nowhere precisely.
Shall we take a look at your campaigns?
A first call is free and with no obligation. We'll look together at your current visibility and what there is to gain in your region.