Marketing for a cleaning company means showing up on Google Maps and in search when someone in your area looks for the service, and having reviews and a website that close the contact on WhatsApp. The main channel is the Google Business Profile, because Google itself cites cleaning service providers as an example of a business that serves customers at their location. Ads make sense for services where the click is expensive and the ticket is worth it, such as upholstery cleaning and commercial cleaning.
The numbers below were measured by Ciclicko in October 2026, with the sample stated in each case.
What Google Maps shows for cleaning companies
In October 2026 we surveyed the 45 profiles Google Maps shows first in São Paulo, Rio and Belo Horizonte for the search “cleaning company”. We read the website of 40 of them and measured mobile speed on 8.
| What we looked at | Result |
|---|---|
| Profiles analyzed on Google Maps | 45 |
| Average Google rating | 4,49 |
| Median reviews per profile | 54 |
| Profiles with 100 reviews or more | 33% |
| Profiles with fewer than 20 reviews | 16% |
| Profiles without a website | 4% |
| Sites with a WhatsApp link (40 read) | 75% |
| Sites with Tag Manager (40 read) | 55% |
| Sites with no Tag Manager and no GA4 (40 read) | 42% |
| Sites with a Google Ads tag (40 read) | 18% |
| Sites with a Meta pixel (40 read) | 20% |
| Median mobile LCP (8 sites measured) | 9.25 s |
| Median mobile PageSpeed score (8 sites) | 62 |
What stands out most is the number of reviews. The median is 54 per profile, and a third of those at the top have more than 100. If you’re starting out, you enter a contest where the competitor next door already has dozens of clients talking about them.
The average rating of 4.49 was below architecture (4.86) and landscaping (4.82) in the same survey. Cleaning happens inside the client’s home or business, and one forgotten detail can become a review. That makes replying to reviews part of the service.
Almost everyone has a website. Only 4% of profiles had none. The problem is speed. Across the 8 sites we measured, all took more than 2.5 seconds to show the main part of the page on mobile, with a median of 9.25 seconds.
The cleaning services worth the most per click
Not every cleaning service is worth the same on Google. The table below ranks services by the maximum top-of-page bid in the Google Ads Keyword Planner, in October 2026.
| Service searched | Searches per month | Top-of-page bid (min. to max.) |
|---|---|---|
| grease trap cleaning | 1.900 | R$8.55 to R$64.61 |
| cleaning outsourcing | 260 | R$4.53 to R$48.30 |
| septic tank cleaning | 2.900 | R$5.61 to R$45.56 |
| commercial cleaning company | 110 | R$4.45 to R$33.00 |
| commercial cleaning | 170 | R$4.17 to R$21.75 |
| office cleaning | 260 | R$1.72 to R$20.10 |
| sofa cleaning | 9.900 | R$4.82 to R$17.90 |
| sofa waterproofing | 9.900 | R$4.58 to R$17.21 |
| sofa cleaning | 18.100 | R$4.63 to R$16.54 |
| water tank cleaning | 6.600 | R$3.32 to R$15.33 |
| post-construction cleaning | 9.900 | R$2.57 to R$11.19 |
| house cleaning | 27.100 | R$1.93 to R$9.09 |
You can see two markets inside the same word “cleaning”.
The first is businesses hiring businesses. Outsourcing, commercial cleaning and office cleaning have few searches and high bids, because a contract like that lasts months. Here a R$20 or R$30 click can pay for itself with a single closed deal.
The second is the home market. House cleaning gets 27,100 searches a month and a top bid of R$9.09. Upholstery sits in the middle, with high volume and bids between R$4 and R$18. The sofa family adds up to 37,900 monthly searches across cleaning, sanitizing and waterproofing.
In our CPC survey by industry, the cleaning industry as a whole had an average bid of R$6.46, with a range of R$2.28 to R$10.64. That is the bid Google estimates for the top of the page in October 2026, not what each company pays. If your company also does pest control, that industry came in well above, with an average of R$18.25.
How to promote a cleaning company on Google Maps
The Business Profile is free, and it is where customers compare companies in their area before reaching out. Google’s help page on service areas uses cleaning service providers as its example of a local service business.
- If you don’t receive customers at your address, remove the address from the profile and add your service area. Google accepts up to 20 areas, by city, ZIP code or region.
- Choose the primary category that describes the service you most want to sell and add the others as services.
- Upload photos of real work, such as the sofa before and after and the crew in uniform. Stock photos convince no one.
- Keep your business hours filled in. None of the 45 profiles was missing hours, so leaving them blank puts you behind.
- Ask for a review at the end of every job and reply to all of them, including the bad ones.
If you serve customers without a business address, there is a dedicated guide in Google Business Profile without an address. The full profile walkthrough is in how to optimize your Google Business Profile.
Reviews carry the most weight here
With a median of 54 reviews at the top, the realistic goal for a new company is to build the habit of asking after every job, not to buy a shortcut. How to ask without being awkward is in how to get Google reviews, and how to handle a complaint is in how to respond to reviews.
How to get cleaning company customers with ads
Google ads are worth it when the service has an expensive click and a ticket that pays for the click. Based on the table, that points to commercial cleaning, outsourcing and upholstery sanitizing.
For house cleaning and day cleaners, the math is different. “Diarista” (day cleaner) had 14,800 searches a month, but some of the people searching want to hire an individual, not a company. The ad pays for each of those clicks. For this audience, Maps and referrals tend to work better.
If you do advertise, watch out for three things:
- One campaign per type of service, each one leading to the page for that service.
- Negative keywords for “job opening”, “employment”, “course” and “salary”, which bring in people looking for work. The full list is in negative keywords in Google Ads.
- Tracked contacts. Only 18% of the 40 sites had the Google Ads tag, and without it the ad can’t tell which click turned into a quote request.
Since 75% of the sites send people to WhatsApp, it’s worth reading Google Ads for WhatsApp before you launch the campaign.
Cleaning company website: fast, with one page per service
In marketing for a cleaning company, the website needs to load fast on mobile and show the service the person searched for. With a median of 9.25 seconds across the 8 sites measured, the customer who came from an ad gives up before seeing the button.
What fixes most cases:
- A lightweight first-screen image, sized the way it displays.
- One page per service, with real photos, the area served and what is included.
- A WhatsApp button fixed at the bottom of the mobile screen.
- WhatsApp clicks recorded as an event. 42% of the 40 sites had neither Tag Manager nor GA4, so they didn’t know how many contacts the site generated.
Of the 40 sites, 60% used WordPress and 65% already had structured data. The technical base is there. What’s missing is measuring and speeding up.
Marketing for a cleaning company that lasts: referrals and recurring contracts
The cleaning customer who comes back every month is worth more than the one who arrives through an ad. Contracts with condominiums, offices and stores keep your schedule full, and each of them knows other building managers and administrators.
Good marketing for a cleaning company treats referrals as a channel. Ask for referrals along with the review, give recurring customers an easy way to pass on your contact and track how many customers came this way. To see the other channels side by side, read how to make my business show up on Google.
Frequently asked questions
How do you promote a cleaning company on a small budget? Start with the free Google Business Profile, with a service area, photos of real work and reviews requested after every job. Then ask your recurring customers for referrals.
How do you get customers for a new cleaning company? Set up your Google Maps profile, ask your first customers for reviews and focus on one service with demand, such as post-construction cleaning, which had 9,900 searches a month in October 2026.
Is it worth advertising a cleaning company on Google Ads? It is for higher-ticket services, such as commercial cleaning and upholstery sanitizing. For house cleaning, the click can bring in many people looking for a one-off day cleaner.
Does a cleaning company need a website? Yes, and a fast one. Only 4% of the companies at the top of Maps had no website in our survey, and across the 8 sites measured, the median load time on mobile was 9.25 seconds.
Which cleaning service is searched most on Google? Among the services measured, house cleaning led with 27,100 searches a month, followed by sofa cleaning with 18,100.
Where to start
The free Google Business Profile audit compares your cleaning company’s profile with three competitors in your area and shows what to adjust first. It arrives as a PDF on WhatsApp, with no password required.