Google Ads for Cleaning Companies
PPC that bypasses price-shoppers and books recurring customers.
Google Ads, built for the way cleaning actually books work.
Most cleaning Google Ads accounts bleed budget on price-shoppers. The lead comes in, quotes a competitor, and books whoever is cheapest. The recurring-customer version of PPC looks completely different.
Lumara Marketing structures cleaning Google Ads to bid on recurring-intent keywords and to bypass the price-shopper traffic that kills profitability. Weekly bid tuning is priced against booked-recurring-customer, not cost-per-lead.
Where the leaks are.
- Budget spent on price-shopper clicks that never convert to recurring
- One-time move-out and recurring maid service in the same campaign
- No LTV modeling in reporting - just cost-per-lead
The scope of work.
Bid on 'weekly maid service' and 'monthly cleaning' queries where recurring intent is embedded in the query.
Aggressive negative keyword lists that filter out DIY, franchise-comparison, and price-only intent.
One-time cleans get their own budget so recurring campaigns are not diluted.
Cost per booked recurring customer plus LTV ratio - the numbers that actually matter for cleaning.
Where every Google Ads dollar goes - and why.
Highest intent clicks
Cross-surface coverage
Nurture warm visitors
One-time cleans pay the bills. Recurring cleans build the business.
Sell the plan
Every campaign defaults to recurring offers, not one-offs.
Track LTV, not CPL
We optimize bids against 12-month value, not cheap clicks.
Reinvest the margin
Higher LTV unlocks higher CPL ceilings - and a bigger budget.
Illustrative averages from Lumara cleaning accounts; varies by market.
We finally know what a recurring customer costs to acquire - and we are paying half what we used to per clean. The crew schedule is the most stable it has been in five years.
Everything you'd ask on a call.
What ad budget should a cleaning company start with?+
Most cleaning clients start between $1,500 and $5,000 per month depending on service area size and how aggressively they want to grow recurring.
Can you filter out price-shopper traffic?+
Yes - through negative keyword lists, audience exclusions, and landing-page qualification questions that discourage one-time-only inquiries.
Do you support commercial cleaning PPC?+
Yes - as a separate account structure with its own budget, keywords, and landing pages.
Stack the channels that compound.
Rank for house cleaning, move-out, and recurring maid service.
Fill the recurring book from the top of Google, not the bottom of the price war.
Recurring plan promos plus cleaning crew recruitment in one budget.
A live-pricing booking flow that converts in under two minutes.
Let's grow your cleaning business.
Free 20-minute audit. We'll show you the three biggest leaks in your cleaning pipeline, yours to keep, no strings.