Marketing for cleaning companies
Marketing for a cleaning company means being found and picked by the households and businesses that need cleaning in your towns. Domestic customers and commercial clients find a cleaner in different ways, so good cleaning marketing treats them as two jobs. We build websites, run Google profiles and set up ads for local service firms anywhere in the UK, cleaning companies included.
Searches a month for “carpet cleaning near me” across the UK.
All firms combined. Google Keyword Planner, October 2025 to September 2026. Seasonal search data →
“Owen provides a personal and honest approach to his website and marketing services. He makes it very easy to work with and collaborate on websites and marketing. Would highly recommend the Search Hawk to any business looking for a new website and marketing.”
What people search for when they need a cleaner
Most people don’t search for “a cleaning company”. They search for the job they want done. These are average monthly searches across the UK for all firms combined.
| Search | Average a month | Busiest month | Quietest month |
|---|---|---|---|
| carpet cleaning near me | 14,800 | 27,100 (Oct 2025) | 9,900 (Dec 2025) |
| cleaners near me | 14,800 | 14,800 (most months) | 9,900 (Dec 2025) |
| window cleaning | 8,100 | 14,800 (Oct 2025) | 5,400 (Dec 2025) |
| gutter cleaning near me | 8,100 | 18,100 (Oct 2025) | 5,400 (Dec 2025 and Jul 2026) |
| window cleaner near me | 6,600 | 9,900 (Apr 2026) | 3,600 (Dec 2025) |
| domestic cleaner | 2,900 | 4,400 (Mar 2026) | 2,400 (several months) |
| driveway cleaning | 1,600 | 2,400 (Mar and Apr 2026) | 1,000 (Dec 2025) |
Other big cleaning searches: “oven cleaning near me” 14,800 a month, “end of tenancy cleaning” 12,100, “commercial cleaning” 2,400 and “office cleaning” 1,600.
“Carpet cleaning near me”, “gutter cleaning near me” and “window cleaning” all peaked in October, though carpet cleaning’s 27,100 was a one-month spike. “Window cleaner near me” peaked in April. Driveways and domestic cleaners peak in spring. Each service you want more of needs its own page, and your busy months tell you when to push it. More months and trades are on our UK trade search data page.
How to market a cleaning company
To market a cleaning company, get found on Google for each service you offer, in each town you cover, and make it easy to book. In our view the order is:
- Set up a complete Google Business Profile.
- Build a website with a page for each cleaning service.
- Ask every customer for a Google review.
- Add Google Ads or Local Services Ads for the services you want more of.
- Go after commercial work separately, with its own approach.
Just starting out? Here’s how to get customers for a new trade business instead.
Domestic and commercial cleaning are marketed differently
In our view, a household wants someone trusted, local and available. They decide fast, often from your Google profile and reviews. A business wants proof you can cover the hours, the size of site and the paperwork. They take longer and often compare several quotes. Your website should have a clear route for each.
Websites for cleaning companies
A cleaning website sells on trust and on how easy it is to book. Here’s what we build in.
A page for each cleaning service
End of tenancy, regular domestic, oven, carpet, window, gutter, driveway and office cleaning are different searches with different customers. Each gets its own page, with what’s included, the areas you cover and a call button. If commercial contracts are the work you want, they sit at the front.
The towns you cover
Pick the towns you want more work from and we build a page for each one worth it. We’ll say if a town isn’t.
A quote form that asks the right questions
Size of property, the service, how often and the postcode. A form that asks the right questions up front saves you a call back.
Owned by you
Built and hosted in your name. If you ever leave, the site goes with you. Here’s how much a website costs if you want to compare.
Your Google Business Profile as a cleaning company
Your Google Business Profile is the free listing that puts you on Google Maps. In our view, for most domestic cleaning it’s the first thing a customer sees. Here’s how to set up your Google Business Profile properly.
Hide your address if you clean at customers’ homes
If you go to your customers, Google says to hide your business address and list the areas you cover instead. Google also says your service area shouldn’t extend further than about two hours’ drive from where you’re based.
One profile per real office, not per town
Google allows one profile per business at each real location. A virtual office or a mailbox in another town doesn’t count unless it’s staffed during your opening hours. A profile for a town where you don’t have a staffed base may not be eligible. Cover more towns with your service area and your website instead.
SEO for cleaning companies
SEO for a cleaning company means showing up when someone nearby searches for the cleaning you do. That comes from a complete Google profile, steady reviews and a page for each service and town. We set those up, track calls and form enquiries, and send one plain report a month.
We can’t promise where you’ll appear on Google. We’ll show you what’s searched for in your towns and what it would take to compete. More on local SEO for trades.
Google Ads and Local Services Ads for cleaners
Google Ads let you turn up the enquiries for the services and towns you choose, and turn them down when you’re booked solid. Everything is set up in your name.
Local Services Ads are a separate kind of Google ad where you pay per lead rather than per click. In the UK, Google lists these cleaning categories:
- Carpet cleaning services
- Cleaning services
- Pool cleaning services
- Window cleaning services
There’s no separate category for house cleaning. The detail on checks, costs and disputes is in our guide to Google Local Services Ads in the UK.
How to get cleaning leads without paying per lead
The cleaning work that doesn’t cost you per lead comes from things you own. Your Google profile, your reviews and your website. In our view, regular cleaning is the best kind of work to own, because one happy customer can come back every week or fortnight for years.
- Reviews. Ask every new customer once the first clean is done. Here’s how to get Google reviews the right way.
- Rounds. Ask each customer if their neighbours would like a quote. In our experience, window and domestic rounds grow street by street.
- Lead sites. Bark sells credits to contact customers, so you pay whether or not you win the job. In October 2026 Bark was also rolling out a subscription, Bark Marketplace, for cleaning in the UK. In our view they’re for filling gaps, not a plan. Here’s how Checkatrade, MyBuilder, Bark and TrustATrader compare.
How to win commercial cleaning contracts
In our view, commercial cleaning is won on proof and on paperwork as much as on Google. A page for office and commercial cleaning helps. So do these.
Public sector cleaning contracts
Public bodies advertise contracts worth over £12,000 including VAT on Contracts Finder, GOV.UK’s search for public contracts. Higher value contracts go on Find a Tender. You can search Contracts Finder and save searches for email updates.
Emailing and calling businesses: the rules
The ICO says the email marketing rule that needs consent doesn’t apply to limited companies. You must still say who you are and give an address to opt out. Sole traders and some partnerships are treated like individuals, so you need their consent, unless the soft opt-in applies. If you call businesses, screen numbers against both the TPS and CTPS registers first, and don’t call anyone who’s told you not to. The ICO says this guidance is under review, so check its page before you start.
Questions from cleaning companies
Is Bark good for cleaning leads?
It depends on how many of the leads you win and what each one costs you. Bark charges credits to contact a customer, not for a job won, and shows the cost first. Work out your cost per job won before you commit.
How do I advertise my cleaning business for free?
Your Google Business Profile, reviews, word of mouth and asking customers about their neighbours cost nothing. In our view, start there before paying for anything.
Do I need a website if my customers come from word of mouth?
Not always. But people you’re recommended to will often look you up first, and businesses often do. A website gives them something to find.
Do you only work in the Midlands?
No. Hinckley is our base, but we build for local service firms anywhere in the UK.
See what cleaning work is searched for in your towns
Which cleaning services are searched for most where you work? Your free forecast shows the searches in your towns and the firms that come up for them now.