Cleaning searches are often urgent, and Google Ads can put you in front of people the day they need help.
The catch is that “cleaning” pulls in a lot of job seekers and people who want to do it themselves. A campaign without good exclusions can spend most of its budget on them.
This page covers how to set up Google Ads for a Perth cleaning business. For the wider picture, see our cleaning marketing guide and the main cleaning marketing page.
What to target
Separate residential and commercial work into different campaigns. They have different searches, budgets, schedules and landing pages.
Residential
- End of lease: “end of lease cleaning Perth”, “vacate cleaning Rockingham”. Some new arrivals from other states search for “bond cleaning”, so test that term too.
- Carpet: “carpet cleaning Perth”, “carpet steam cleaning Morley”, “carpet cleaners near me”.
- Home cleaning: “house cleaners Subiaco”, “fortnightly cleaner Perth”.
- Specialist work: “tile and grout cleaning Perth”, “upholstery cleaning Perth”.
Commercial
- “office cleaning Osborne Park”, “commercial cleaners Perth”, “strata cleaning Perth”, “builders clean Perth”.
Use phrase and exact match to begin with. Suburb terms usually signal a ready buyer, so add them for the areas you most want to work in.
What to exclude
Cleaning has a lot of searches from people looking for work, so your negative list needs to be strong from day one.
- Jobs: jobs, cleaner wanted, hiring, salary, pay rate, ABN, subcontract, franchise.
- Do-it-yourself: how to, DIY, vinegar, baking soda, homemade.
- Products and hire: products, supplies, chemicals, vacuum, machine hire, rental.
- Other cleaning: dry cleaning, teeth, car detailing, pool, gutter, solar panel. Leave out any you actually offer.
- Bond admin: bond refund, bond administrator, bond lodgement, bond form.
The bond terms matter in WA. Tenants searching for how to get their bond back are often looking for the government bond process, not a cleaner.
Review the search terms report weekly at first and add new negatives as they appear.
Location and schedule settings
Set residential campaigns to the suburbs your team can reach without losing half the day in traffic. Commercial campaigns can often cover a wider area.
Choose the location option that shows ads to people located in or regularly in your target areas. That avoids clicks from people elsewhere who are only researching Perth.
Residential searches happen evenings and weekends as well as during the day. Commercial searches mostly happen in business hours. If you cannot answer calls while your team is on a job, make sure the form and online booking are easy to use when the phone goes unanswered.
Ad wording
Say what is included and when you are available. For end of lease, mention whether carpets are part of the package and whether you offer a re-clean if the agent flags something.
For regular cleaning, mention police checks and insurance. If clients get the same cleaner each visit, say so. For commercial work, mention after-hours service and the types of sites you clean.
Only claim what you deliver. A “bond back guarantee” or “same day” promise must be true every time, both under Australian Consumer Law and under Google’s policies on misleading ads.
The landing page
Send each campaign to its matching service page. An end of lease ad should land on a page that lists inclusions and gives a quick price by bedrooms. A booking calendar on the same page helps too.
Commercial ads should land on a page about commercial work, with a short enquiry form and details of your insurance and screening. Our web design team can build these pages.
Call and form tracking
Track phone calls from ads and calls from your website separately, and only count calls long enough to be real enquiries.
Track completed online bookings as your main conversion, rather than visits to the booking page. If your booking software allows it, pass the booking value back to Google Ads.
Commercial contracts take weeks to land. Record which leads became contracts and, where possible, import those results into Google Ads so the system learns what a good lead looks like.
Budget thinking
Think about what a customer is worth over time. A one-off vacate clean is worth far less than a carpet client who returns every year. A two-year office contract is a different prize again.
Most businesses fund residential campaigns steadily and add more during their own busy periods, such as before Christmas. Watch your booking data for patterns around lease end dates and adjust.
If you are fully booked, lower spend rather than paying for leads you cannot serve.
Common mistakes for cleaners
- One campaign for every service, sending all clicks to the home page.
- A weak negative list, so job seekers eat the budget.
- Bidding on “cleaning” or “cleaners” alone with broad match.
- Mixing commercial and residential, then judging both on the same cost per lead.
- Missing calls while on a job, with no easy form or booking option as a backup.
Ad policies and claims
Cleaning has few special restrictions, but accuracy matters. Do not imply a connection with government bodies, real estate agencies or the NDIS unless one exists.
Google verifies advertisers, so your business name and details should match your ABN and Google Business Profile. Policies change, so check Google’s current advertising policies before launching.
Getting help
If you’d like help setting up or reviewing your campaigns, our Google Ads management service is run by senior people in Perth, with no lock-in contracts. Ask for a free quote and we will look at your account or help you start one.
