Does SEO work for janitorial companies?

Yes, when it targets the way facility managers search: pages by facility type and city, a capabilities page, and a Google Business Profile that shows commercial work. It takes months, so we usually pair it with B2B Google Ads.

How can janitorial companies win more RFPs?

Have a capabilities page and PDF ready, keep insurance and bonding documents on hand, show your coverage area and after-hours availability, and answer new RFPs fast. We build those pieces and the follow-up.

How much does a cleaning company marketing agency cost?

Our prices are published: monthly management from $795 to $2,495, plus a one-time setup from $1,500. Ad spend is separate and paid from your own account. We usually recommend at least $1,500 to $3,000 a month in ad spend in populated metros.

Can house cleaners use Google Local Services Ads?

Yes. House cleaning services is an eligible category, you pay per valid lead and Google screens the business first. For commercial cleaning, availability depends on the area, so we check it before planning.

Do you market residential and commercial cleaning differently?

Yes. Residential is a consumer sale built on trust and recurring plans. Commercial is a B2B sale with walkthroughs, proposals and contracts. They get separate pages, campaigns and tracking.

How do I compete with app-based cleaning services?

Not on price. Compete on trust and accountability: insurance, bonding, background checks, the same crew every time and local reputation. Your ads and pages lead with those signals.

Can you help us hire cleaners too?

Yes. Recruiting campaigns in English and Spanish on Meta and Google, with a short application form. BLS projects hundreds of thousands of openings for janitors and cleaners each year, so hiring is part of growth.

Who owns the ad account, the tracking and the leads?

You do. Ads run from your own accounts, funded by your own card, and call tracking and CRM data stay in your name.

MarDigital

$199 Audit

Florida cleaning and janitorial companies

Marketing for Cleaning and Janitorial Companies

Recurring homes, vacation rental turnovers and commercial contracts are different buyers. We market each one on its own, in English and Spanish.

Get a $199 Google Ads Audit See published pricing

English & Spanish
Plans from $795/month
Month to month
You own every account
No shared leads

In short

Marketing for cleaning companies that want recurring clients

We help cleaning companies win recurring clients instead of one-off jobs. Residential cleaning gets local SEO, Google Business Profile, Local Services Ads and Meta Ads for recurring service. Commercial janitorial gets pages by facility type, B2B Google Ads for contract searches and follow-up for facility managers, all tracked to quotes, walkthroughs and signed contracts.

What's Actually Costing You Clients

Competing with the gig apps

Platform cleaners undercut on price and train customers to expect it. You can't win that fight on price, only on trust, reliability and insurance.

One-off jobs instead of recurring contracts

A single deep clean is worth a fraction of a weekly client, but most campaigns target both the same way.

Vacation rental turnover is a separate business

Property managers search differently from homeowners and buy on reliability and turnaround speed, not price.

Commercial contracts need a different funnel

Office, school and medical cleaning are B2B sales with longer cycles and RFPs that paid search alone won't close.

How We Get You Booked

Google Ads built for cleaning companies

Separate campaigns for recurring residential, one-time deep cleans, vacation rental turnover and commercial contracts, with ads that lead with insurance, bonding and background checks.

Google Ads management

Local SEO and the map pack

Ranking for "house cleaning near me" and "commercial cleaning near me" in each city you serve: service pages, Google Business Profile and FTC-compliant reviews.

SEO services

Speed-to-lead automation

The first company to answer is often the one that gets the job. Automation answers every inquiry in under 60 seconds by text, chat or AI voice agent, even when your crews are already cleaning.

AI automation

Tracking that shows contracts, not impressions

Call tracking, form attribution and reports that connect a click to a recurring client or a signed commercial contract.

Analytics and call tracking

Residential cleaning marketing

Homeowners choose a cleaner they can trust inside their home. Every channel leads with that trust and with the recurring plan.

Local SEO and Google Business Profile

Service pages for recurring, deep, move-in and move-out cleaning, plus a complete profile with photos, services and areas.

Local Services Ads

House cleaning services is an eligible LSA category, and you pay per valid lead. House cleaning was among the first categories Google moved into Google Ads with pay-per-lead goals in August 2026.

Meta Ads for recurring service

Facebook and Instagram campaigns that sell weekly and biweekly plans to homeowners in your service area.

From one-time to recurring

Follow-up that offers a recurring plan within days of the first clean.

Commercial and janitorial marketing services

Facility managers buy differently: they compare capabilities, insurance and references, and many contracts start with an RFP.

Pages by facility type

Offices
Schools
Medical and dental offices
Retail and restaurants
Property and HOA common areas

B2B Google Ads

Campaigns for contract searches such as janitorial services and commercial cleaning company, excluding residential and job-seeker searches.

Email and LinkedIn to facility managers

Short sequences that follow up a walkthrough or a proposal.

A capabilities page

Insurance, bonding, staff screening, coverage area and after-hours schedules in one place to send with every proposal.

How to win more commercial RFPs

A capabilities page and PDF ready to attach
Proof of insurance and bonding available on request
Coverage map and after-hours availability
A fast response process for new RFPs
References from current commercial clients, with permission

Is this a fit?

A fit: insured cleaning companies that want recurring residential or commercial clients
A fit: teams that can answer leads the same day
Not a fit: businesses that only want the cheapest possible lead
Not a fit: companies that can't take on new crews or contracts

Data block · official sources

The janitorial market

Federal labor data shows how large the cleaning workforce is, when it works and why hiring is also a marketing problem.

A very large workforce
2.43 millionjanitor and building cleaner jobs, 2025
BLS counts about 2,432,600 janitor and building cleaner jobs, with about 35% in services to buildings and dwellings, and many working evening hours.
Source: BLS Occupational Outlook Handbook: Janitors and building cleaners
Constant hiring
321,800openings projected each year
BLS projects about 321,800 openings a year over the decade, mostly to replace workers who leave the occupation.
Source: BLS Occupational Outlook Handbook: Janitors and building cleaners

What this means for your marketing: after-hours cleaning is a selling point for commercial clients, and recruiting ads in English and Spanish are part of the plan so you can staff the contracts you win.

Why Florida Is Different for Cleaning Companies

Florida's vacation areas create a turnover cleaning market that most states don't have, and property managers buy on reliability and turnaround speed, not price.

Seasonal population swings move residential demand between winter and summer in the coastal counties. A campaign that works in January can be misaligned by June if it isn't built around those cycles.

Recurring residential, vacation rental turnover and commercial cleaning are three buyers with different search language, timelines and trust signals. They need separate landing pages, ads and tracking.

What we track for cleaning companies

We measure the clients that last, not just the first booking.

Residential quote requests and booked cleans
One-time clients converted to recurring plans
Commercial walkthroughs and proposals sent
Signed contracts and monthly contract value
Cost per recurring client and per contract
Recruiting applications, if you hire through ads

We've Done This

We operate our own Florida home improvement lead generation properties and manage paid search for active Florida home service companies. We build and test on our own budget before recommending anything.

We don't show invented case studies or logos we don't have permission to use. We show you exactly what we'd change in your account before you pay a retainer: the Google Ads audit for cleaning companies is a written report in 72 hours, and you keep it whether or not you hire us.

See our case studies

Cleaning Companies We Serve Across Florida

Miami
Fort Lauderdale
West Palm Beach
Boca Raton
Tampa
St. Petersburg
Orlando
Jacksonville
Naples
Sarasota
Fort Myers
Cape Coral
Kissimmee
Hialeah
Pembroke Pines

Other Florida trades we work with: moving companies, HVAC companies, contractors and remodelers.

What It Costs

Monthly management from $795 to $2,495 · One-time setup from $1,500 · Month to month after setup · Ad spend paid directly by you from your own account.

See every plan and fee

Cleaning Company Marketing Questions

Sources

Tell us about your cleaning company

Step 1 of 333%

Let's see if we're a fit

What kind of business do you run?

What do you currently spend on Google Ads per month?

Where are you located?

Start With an Audit

$199. 72 hours. Written report. Full refund if we don't find at least $500/month in wasted spend.

Get a $199 Google Ads Audit

Updated November 3, 2026 · Written by Walther Moncada, MarDigital