1. Build your cleaning business brand
Your brand is more than just a name or a logo — it’s the overall impression your business makes. It tells people what to expect from your services and why they should choose you over the competition. A strong brand builds trust and makes you memorable.
Think about cleaning brands like Mr. Clean or Method. One says “power and dependability,” and the other says “eco-friendly and stylish.” You don’t need a national ad budget to do the same — you just need a clear message and a consistent presence.
Your unique selling points (USPs) are at the heart of your brand. These are the things that set your business apart. Start with the basics:
- What type of cleaning do you offer? Do you specialize in residential, commercial or niche services like window cleaning or carpets?
- Do you offer services that set you apart? Maybe you can provide pet-friendly solutions, use eco-conscious products or offer flexible scheduling.
- What kind of customers are you targeting? Are you positioned as a premium service or do you emphasize value and speed?
- How do you want customers to describe your business? After working with you, what impression do you want clients to have?
Whatever your strengths are, lean into them. If you exclusively use green cleaning products, highlight the health and environmental benefits. Let new customers know if you go above and beyond with detail work.
Don’t forget: Your brand isn’t just what you say; it’s what you show through your website, uniforms, social media and even how you answer the phone.
2. Set up a digital marketing foundation
Before diving into ads or social media, ensure your cleaning company’s digital marketing foundation is in place. These foundational tools allow you to build an online presence, making it easier for potential customers to find you, learn about your services and book you quickly. Start with these essentials:
Google Business Profile
A Google Business Profile (formerly Google My Business) is a free listing key for showing up in local search results like “cleaning services near me.” Include your service areas, hours, contact information and photos. Encourage happy cleaning clients to leave reviews — they help build trust and improve your ranking.
Simple business website or landing page
You don’t need a fancy site. A one-page layout that includes your services, pricing (if possible), service area, customer testimonials and a straightforward way to book or contact you is enough to start. Tools like Wix, Squarespace or Canva Sites can make this easy and come with drag-and-drop design templates to get you started — no coding needed.
Local search engine optimization (SEO)
Search engine optimization helps your business appear when people search for cleaning services online. Local SEO focuses on getting your business in front of potential customers in your area. Use location-based keywords on your site, like “apartment cleaning in Austin” or “janitorial services in Long Beach.” Add these same terms to your page titles, image alt text and headers.
Online booking tool
Make it easy for busy people to book your services without calling. Tools like Calendly, Square or BookingKoala can help automate scheduling and reminders.
These foundational tools make everything else in your marketing work better.
3. Master social media and online communities
Business owners don’t need to be full-time content creators to win at social media — just consistent, helpful and visible. Many customers turn to social media platforms like Facebook, Instagram and Nextdoor for trusted recommendations and local services.
Here’s how to make social media work for your cleaning business:
- Pick the right platforms: Focus on where your target market hangs out. Residential cleaning businesses often do well on Facebook, Instagram and neighborhood groups. Commercial cleaners might focus more on LinkedIn, Facebook or industry-specific forums.
- Optimize your profile: Use a clear bio and link to your website or booking page, and make sure your contact info is easy to find.
- Post before-and-after photos: These are social media gold. Show off sparkling sinks, spotless floors or well-organized spaces. Add trending audio, hashtags like #CleanHomeVibes or #[YourCity]Cleaning, and short captions highlighting the transformation.
- Share quick cleaning tips or hacks: Share simple cleaning advice, product recommendations or seasonal cleaning reminders. Posts like “3 ways to keep your shower glass streak-free” give value and position you as an expert.
- Engage with local communities: Join parenting groups, local business networking groups, neighborhood pages and Nextdoor forums. Offer helpful advice when appropriate and promote your services (where allowed). Ask happy clients to recommend you to these groups — word of mouth goes far here.
4. Use referrals and reviews to drive growth
Referrals might be the most powerful (and cost-effective) way to promote your cleaning business. In fact, Nielsen reports that 92% of consumers trust recommendations from friends and family over all other forms of advertising. That kind of trust is hard to beat, and it’s a big reason why referrals often outperform paid ads in driving new business.
When someone recommends your service, it instantly boosts your credibility. Here’s how to make the most of it:
- Create a referral program: Reward current clients for spreading the word. Offer 20% off their next cleaning, a free add-on service (like a fridge or oven clean) or even a free cleaning after a certain number of referrals. It’s a smart investment — Harvard Business Review found that referral programs deliver four times the return on investment compared to digital advertising, making them one of the most effective marketing tactics available.
- Make it easy to refer your business: Send a quick thank-you message after a job with a reminder: “Happy with your clean? Refer a friend and get $20 off your next service!” You can even add a referral link to invoices or follow-up emails.
- Ask for online reviews: A few kind words on Google, Yelp or Facebook can help you win over new clients. Follow up after cleanings with a short, polite request.
- Highlight testimonials: Showcase glowing reviews on your website, social media and marketing materials. Include the client’s first names and locations to build authenticity if possible.
When done consistently, referrals and positive reviews can keep your calendar full — without spending big on ads.
5. Run targeted ads to boost your cleaning business advertising
Once your digital foundation is in place and you’ve built up some word-of-mouth momentum, paid advertising for cleaning businesses can help you scale faster — especially if you’re looking to fill schedule gaps or expand into new neighborhoods.
The key is to keep your ads local and focused. Digital platforms let you zero in on your ideal customer, whether homeowners in a specific zip code or office managers within a 10-mile radius.
Here’s where to start:
- Meta Ads (formerly Facebook Ads/Instagram Ads): These platforms let you target by location, age, interests and more. Promote seasonal specials, share a before-and-after reel or boost a referral program.
- Google Ads: Bid on keywords like “house cleaning in [City]” or “office cleaning near me.” Make sure the ad leads to a clean landing page with your services and contact info.
- Nextdoor, Yelp and Angi: People use these platforms to find trusted local services. Set up a profile, gather reviews and test low-budget sponsored listings.
Aside from advertising your business’s name, you could offer an incentive like, “Book today and get $25 off your first cleaning.” Clear, limited-time offers can improve ad performance.
Start small: even $5–$10/day can help you learn what works. Track clicks, messages or bookings to measure your returns.
6. Try offline marketing tactics
In a digital-first world, traditional marketing might seem old-school, but for cleaning businesses, offline tactics can still deliver real results. Many of your best clients are local and may not actively search online. That’s where low-tech, high-impact strategies come in.
Here are several tried-and-true offline marketing ideas for cleaning businesses to help you get in front of local customers:
Flyers and door hangers
Target neighborhoods where your ideal clients live — especially areas with kids, pets or dual-income households. A simple, well-designed flyer with a first-time discount or “Refer a Neighbor” bonus can grab attention and drive inquiries. Distribute on weekends or early evenings when people are more likely to be home.
Branded vehicle magnets or wraps
Your car or van can double as a mobile billboard. A branded magnet or vinyl wrap with your business name, services, phone number or website helps you get noticed while driving between jobs — or even while parked. It builds local recognition and can generate leads without ongoing ad spend.
Custom merch and swag
Useful branded items — like pens, magnets, notepads or tote bags — are a great way to keep your business top of mind. Leave a thank-you card and magnet after the first cleaning with the next appointment date and your contact info. It adds a personal touch and makes rebooking easy.
Community boards and local businesses
Put up flyers or business cards on bulletin boards at grocery stores, laundromats, libraries and community centers — these are still go-to spots for local notices. (Ask permission first.) You can also partner with small businesses that serve similar clients (like dog groomers, daycares or dry cleaners) to trade flyers or coupons at the counter.
Join local community events or farmers’ markets
Get a booth or table at neighborhood festivals, farmers markets or community fairs. Bring flyers, branded swag and a simple signup form for discounts or giveaways. You can even offer live cleaning demos — like removing tough stains or making a DIY natural cleaner — to draw people in and show your expertise. It’s a great way to meet potential customers face-to-face and build local recognition.
Sponsor or volunteer in your area
Getting involved locally is a great way to raise awareness and build goodwill. Consider sponsoring a youth sports team, donating cleaning services to a local fundraiser or volunteering at a community cleanup event. It gets your name out there and shows potential clients that you’re invested in your neighborhood — which builds trust before you even meet.
7. Build strategic partnerships
You don’t have to grow your cleaning business alone. Partnering with other local service providers can help you reach new clients faster — especially when your ideal customers already trust those businesses. A 2024 report from Forrester found that businesses with strong referral partnerships significantly boost customer satisfaction for both new and existing clients.
Strategic partnerships can become long-term referral pipelines whether you focus on residential or commercial cleaning. Here are a few partnership ideas to consider:
- Real estate agents and property managers: Offer move-in/move-out cleanings or discounts for new homeowners. Provide flyers, coupons or gift certificates that they can hand out. Agents appreciate being able to recommend trusted vendors — especially during the hectic closing process.
- Pet groomers, daycares or personal chefs: These businesses serve similar clients (busy families, pet owners, professionals) who often need cleaning help. Leave behind flyers, exchange referrals or offer each other’s clients exclusive discounts.
- Contractors or handypersons: After a renovation or repair, homeowners often need deep cleaning — and so do the contractors themselves. Builders, painters and tradespeople may hire cleaners to prep a site before or after a job. Offer a discounted rate for recurring work or set up a referral exchange where you recommend each other’s services. It’s a win-win for everyone involved.
- Office suppliers or coworking spaces: For commercial cleaners, connect with businesses that serve office environments. Offer group rates, share brochures or attend networking events to grow your client base. You can also promote after-hours or weekend cleaning packages — a key selling point for businesses that can’t be cleaned during regular work hours.
💡Tip: Keep the relationship mutual. Refer your partners when the opportunity arises, and follow up with a thank-you message or small gesture. A strong, reliable referral network can keep business flowing — without spending a dime on ads.
8. How cleaning insurance can support your marketing
Marketing helps you grow your business but can also open the door to certain risks. The right cleaners insurance doesn’t just help protect you on the job; it can also help safeguard your reputation and finances as you promote your services. Here are two key policies that every cleaning business should understand.
General Liability insurance
General liability insurance can help protect your business if you’re accused of causing property damage, physical injuries or “advertising injury” — a lesser-known but important coverage for businesses promoting themselves.
In addition to slip-and-fall claims, general liability can help cover legal fees or settlements if someone accuses you of slander, libel or copyright infringement tied to your marketing materials.
Let’s say you use an image in your advertising for which you didn’t have permission and got sued. General liability insurance could help cover the cost of defending your business and resolving the claim.
Errors and Omissions (E&O) insurance
Errors and omissions coverage — also known as E&O — helps protect your business if a client claims your work was incomplete, negligent or didn’t meet expectations. It can help cover legal costs or damages related to professional mistakes or misunderstandings in how your services were delivered — regardless of whether the accusation is true.
Let’s say your website or marketing materials list “floor-to-ceiling deep cleaning,” but you intended that to mean only certain areas. A commercial client hires you expecting full wall cleaning and ceiling fans included — and later incurs additional costs hiring another company. If they claim your marketing misrepresented what was included, E&O insurance can help cover your legal defense and related costs.
Having the right coverage in place shows customers that you take your work seriously — and that you’re prepared for whatever comes your way, online or off.
