The Google Ads setup that scales a cleaning company is Local Services Ads and Search campaigns running together. Local Services Ads are a powerhouse for cleaners because the Google Verified badge and your reviews build trust before anyone calls. Search gives you control and room to scale. Start with Search, add LSAs alongside it, and test Performance Max later once tracking is solid. That’s the setup behind our cleaning clients’ results: 30 to 50 leads a month on average, and more with larger budgets in competitive markets.
Cleaning businesses often give up on Google Ads after a DIY setup or a bad agency experience. Usually the problem is the setup, not the channel.
Why Local Services Ads work so well for cleaners
Letting someone into your home is a trust decision. Local Services Ads show at the very top of Google with a Google Verified badge, your star rating and review count, before a homeowner ever visits a website. You pay per lead, not per click, and Google screens your business before you can run them. See how Local Services Ads work.
The limits: you get less control over which jobs come in, there are no landing pages, and how often you show depends heavily on reviews and responsiveness. Since 2026, Google has been moving LSAs into Google Ads as a Performance Max campaign type with pay-per-lead goals, so they’re now managed alongside your other campaigns.
How to set up Local Services Ads for a cleaning business
- Pass Google’s screening. Expect business, license and insurance checks, and background checks where required for your category and area.
- Choose job types carefully. Turn on only the services you want, such as recurring, deep and move-out cleaning.
- Set your service area to the cities and ZIP codes your team can reach profitably.
- Connect your Business Profile. Your reviews feed your LSA listing, so ask every client for an honest review.
- Answer fast. Responsiveness affects how often your ad shows.
- Review leads weekly and dispute ones that don’t qualify, like job seekers or services you don’t offer.
Why Search is still the foundation
- Control over which services, keywords and areas you pay for
- Landing pages with your offer, pricing approach and trust signals
- Scale: you can raise budgets on the services you want more of
Search + LSAs together
| Search | Local Services Ads | |
|---|---|---|
| You pay | Per click | Per lead |
| Trust signals | Your landing page and ad assets | Google Verified badge, stars, reviews |
| Control | High | Lower |
| Best for | Scaling specific services | Trust-driven leads at the top of the page |
Running both lets you show up twice for the same search: once with the badge and once with a targeted ad. That takes up more of the page and catches homeowners who trust either one more.
Where Performance Max fits
Start with Search. Once tracking is in place and Search is profitable, test Performance Max with a separate budget and compare cost per booked client. See Performance Max for cleaning companies.
Build campaigns around four services
| Service | What the landing page should show |
|---|---|
| Recurring cleaning | Weekly and biweekly options, same team each visit, how scheduling works |
| Deep cleaning | A clear checklist of what’s included |
| Move-in / move-out | Fast scheduling, landlord-ready checklist |
| Commercial cleaning | After-hours service, insurance, walkthrough quote |
Each gets its own ad group or campaign, keywords and page. See move-in/move-out cleaning ads and commercial cleaning ads.
Keywords and negatives
Use phrase and exact match on searches like “house cleaning service,” “maid service near me,” “deep cleaning service” and “move out cleaning,” plus city versions. Block:
- Jobs: cleaning jobs, housekeeper hiring, cleaner salary
- DIY: how to clean, cleaning hacks, checklist printable
- Products: cleaning supplies, vacuum, carpet cleaner rental
- Services you don’t offer: carpet cleaning, window washing, pressure washing
Trust signals on every landing page
- Insurance and background checks
- Real photos of your team
- Reviews that mention specific services
- Satisfaction guarantee if you offer one
- Click-to-call and a short quote form
How to split budget between LSAs and Search
There’s no fixed split. Start with Search so you have control and data, add LSAs, then move budget toward whichever produces more booked and recurring clients. In competitive markets, larger budgets on both channels produce more leads. Review the split monthly, not daily.
Common cleaning Google Ads mistakes
- Running LSAs alone and stalling when the budget won’t scale
- One campaign for every cleaning service
- No negatives for cleaning jobs, which can eat a big share of clicks
- Landing pages with no trust signals
- Judging channels on first-visit value instead of recurring value
- Slow replies to quote requests
Track recurring clients, not just leads
A cleaning lead that becomes a recurring client is worth far more than the first visit.
Example (not a quote)A biweekly client at $150 a visit is worth about $3,900 a year. Paying $60 or even $100 for that lead is a bargain if it books.
Track which leads became recurring clients, and judge each channel on that, not on cost per lead alone.
I also wrote about this topic on LinkedIn: Google Ads for cleaning businesses.
Frequently asked questions
Are Local Services Ads worth it for cleaning companies?
Yes. They’re one of the strongest channels for cleaners, especially when run alongside Search.
How many leads can a cleaning company get from Google Ads?
Our cleaning clients average 30 to 50 leads a month, and more with larger budgets in competitive markets.
Should cleaning companies use Performance Max?
Start with Search and test Performance Max later, once tracking is solid.
How much do cleaning leads cost?
It depends on your market. See cleaning cost per lead.
Do Local Services Ads replace SEO?
No. LSAs, Search and SEO work together. See how a Seattle cleaning company hit #1 on Google.
Want to scale your cleaning company?
See our Google Ads for cleaning companies, send us a message or call 253-579-3230.
Cole Mello is the founder of Altura Marketing Group. He studied marketing at Washington State University and manages Google Ads, Local Services Ads and Meta campaigns for local service businesses. About Altura