Home / Google Ads for Cleaning Companies
Google Ads for cleaning companies that want contracts, not one-off jobs.
A commercial cleaning contract bills every month for years. A click costs about £8.50 (our UK research data, 2026) — but only if it lands in front of the person who holds the cleaning budget, and B2B buyers do not search the way consumers do. Three senior marketers, running Search and landing pages for cleaning and FM firms spending £1,000–£7,500 a month.
From £950/month · no contracts past month three
At £2,800 a month in clicks, a typical ~£35 lead buys about 80. Get the same 80 at £20 and roughly £1,200 a month comes free — more than the fee. Worked in full on the pricing page (LocaliQ 2026 framing).
No call required · read-only access · in writing within 48 hours
B2B cleaning buyers don’t search like consumers
Most Google Ads advice assumes a homeowner with an urgent problem. The person who signs a cleaning contract is a facilities manager, office manager or director — and they go to Google rarely, decisively, and in language the industry does not expect. The account has to be built for that buyer, not the domestic one.
- The buyer searches once every few years. Nobody browses for contract cleaners. The search happens when something breaks — missed cleans, complaints from staff, an insurance or compliance push, a new site opening. A shortlist of two or three firms gets built in an afternoon, and the winner bills for years. Miss that window and it does not come back until the next contract sours.
- They rarely type “commercial”. Our UK search-term research keeps finding the same thing: the person holding the cleaning budget types the plain phrase — office cleaning, cleaning company near me — not the industry’s own label. An account built only on commercial-prefixed terms sits out most of the real demand; an account built carelessly on the plain terms buys every homeowner in the city. The contracts live in the middle: generic terms, filtered hard.
- The waste sounds plausible. Cleaning terms attract job hunters, domestic and end-of-tenancy searches, franchise browsers and people pricing mops and chemicals. None of them will ever sign a contract, all of them click, and untended accounts pay for them all day. Blocking that traffic before it spends is weekly work, not a set-up task.
- Clicks cost about £8.50 — and the contract pays it back. In our UK demand research, B2B cleaning clicks blended out at roughly £8.50. That sounds expensive against a one-off job. Against a contract that bills every month and renews, it is one of the more comfortable trades in UK Search — provided the enquiry cost stays sane, which is where most accounts fall down.
LIVE ACCOUNT DATA · ANONYMISED · AUTOMOTIVE TAKEOVERS, NOT CLEANING — THE RESULTS SECTION BELOW SAYS PLAINLY WHAT TRANSFERS
The enquiry maths, measured. In the same UK research, clicks landing on a typical cleaning-company website priced an enquiry at around £243. The same clicks landing on a properly built page priced it at around £110 — the same budget, more than double the enquiries, and the difference was almost entirely the page. The 12-Point Wasted-Spend Audit reads your live account and shows which side of that line you are on: findings in writing within 48 hours, read-only access, no call required.
What we run for cleaning and FM firms
Google Ads and landing pages, nothing else. One loop, worked every week: contract intent in, plausible-sounding waste out, and an honest read on how much demand your patch actually holds.
Search built for contract intent
Campaigns split by service line — office cleaning, contract cleaning, industrial and warehouse, specialist add-ons — on the plain terms real buyers type. Job, franchise, domestic, end-of-tenancy and supplies searches are blocked before they spend, and the search-term report is worked every week: negatives added, winners fed.
A page built to hold a B2B click
A facilities manager checking firms on a phone between meetings needs sectors served, cover and vetting, mobilisation, and a fast route to a quote — not a brochure that also sells oven cleans. In our research the £243-to-£110 enquiry gap came almost entirely from the page, not the ads, which is why we build the page as standard rather than pointing spend at your homepage.
Tracking, and budget honesty
Calls and forms wired as conversions before any bid moves, and we report enquiries and what each cost — never “contracts won”, because your close rate is yours. B2B cleaning demand is real but finite: when a city’s useful searches are bought, we say so in writing rather than spending past the ceiling into junk.
We measured the UK’s 30 most persistent PPC agencies. Median mobile load: 8.6 seconds. Four scored 90+. This page loads in under 2.
William Thomas · David Peters · Amalie LinesThree senior marketers. No juniors, no hand-offs.
Proof from the takeovers, honestly labelled
None of the results below is a cleaning firm, and we will not dress them up as one. They are account takeovers from other sectors. What transfers is the method that produced them: rebuild around buying intent, block the plausible waste, track every enquiry, move budget weekly.
Cost per lead, vehicle remapping specialist — taken over from a previous agency. 16.44% conversion rate.
Live account data, 14 days, anonymisedCost per lead, specialist automotive network. 468 leads in 30 days.
Live account data, 30 days, anonymisedWork booked through the account for a steel fabrication firm — B2B, contract-led, gatekeepers and all.
Client-reportedThe wider book backs it up. Across all three desks we run £191K of client spend and 10.6K conversions in an average month, at £17.95 per conversion and a 16–17% conversion rate (live account data, anonymised). For scale: LocaliQ’s 2026 cross-industry search averages sit near $66.69 per lead — about £50 — at an 8.18% conversion rate.
Pricing, on the page
No “book a discovery call to find out”. One management fee, and you can hold it against the enquiry maths above — the same way you would price a tender.
From £950 / month
- Google Ads management: build, negatives, bids, budget
- Landing pages built and tested per service line
- Conversion tracking set up and checked, calls included
- Plain-English monthly report: spend, enquiries, cost per enquiry
- No contracts past month three
Set the fee against what one win is worth. An office contract billing £500 a month is £6,000 a year for as long as it renews — and most firms in this sector hold their contracts for years, which is exactly why the £8.50 click and the £110 enquiry are worth paying for. If the account cannot plausibly win work at that level, the audit or the monthly report will say so plainly.
Questions cleaning companies ask us
Does Google Ads work for commercial cleaning companies?
Yes, with one honest caveat: B2B cleaning demand is real but finite, so Search is a precision channel here, not a firehose. Clicks blend out around £8.50 (our UK research data), an enquiry on a proper page around £110, and against contracts that bill every month for years the arithmetic is comfortable — provided the account targets the plain terms real buyers type and blocks the domestic, job and franchise traffic around them.
What does a commercial cleaning lead cost from Google Ads?
In our measured UK research, around £110 when clicks land on a properly built landing page, and around £243 when the same clicks land on a typical cleaning-company website, with clicks blending out near £8.50. The gap is almost entirely the page, which is why landing pages are part of the standard engagement rather than an extra.
Do you sell commercial cleaning leads?
No — and we would argue you should not buy them. Lead-selling platforms send the same enquiry to several firms at once, so you pay to enter a price race. We build the asset instead: your ads, your page, your tracking, and every enquiry exclusively yours at roughly £110 in our research — an asset that keeps its value rather than a list that expires.
Why does our current website get so few enquiries?
Usually because it is a brochure for everything the firm does, viewed by a facilities manager on a phone who needs sectors served, vetting, mobilisation and a fast route to a quote. In our research that difference alone moved the enquiry cost from £243 to £110 on identical clicks. The audit includes a written read on your page alongside the account itself.
Is there enough search demand for contract cleaning in our area?
It is finite, and we treat that as a fact to plan around rather than hide. One mid-sized UK city we mapped held roughly 3,900 relevant searches a month — enough to support useful spend of about £2,000–£2,500 a month before you are buying clicks that cannot become contracts (our UK demand research). Firms covering several cities or regions have proportionally more headroom, and we tell you in writing where your ceiling sits.
We already have an agency on the account. Can you still look?
That is the most common situation we audit in. The 12-Point Wasted-Spend Audit runs on read-only access — nothing changes, your campaigns keep running, and we never contact your agency. The written findings are yours to act on whether you stay, renegotiate or move.
Find out what your enquiries should cost before the next tender season.
The 12-Point Wasted-Spend Audit reads your live account and puts the findings in writing within 48 hours. No call required, read-only access, and the document is yours either way.