Google Ads for cleaners, budgeted on the regular client

The first clean pays little. A fortnightly client pays for years. We set the budget from that, and count calls and forms as separate things.

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$549 a month
Google Ads for cleaners, AUD, GST inclusive
Month to month
Added to the $298 website plan, cancel on 30 days notice
Your account
You pay Google your ad spend directly, and we never hold your card

Budget from the regular client

A one-off clean is a small sale, and a ceiling on cost per lead set from it would be tiny. A fortnightly client is worth many cleans. We ask you what a standing client is worth to you, roughly how many enquiries turn into one, and work back to what you can pay for an enquiry. That number sets the budget, and it also tells us when to stop.

Campaigns by the job

Regular home cleaning, deep cleans and commercial cleaning get their own campaigns. Each has its own keywords, its own negative list and its own page. The commercial campaign covers a city, and the home campaigns cover a radius.

What the ad says

The headline names the job and the area. The description gives a starting price if you have one you can stand behind, how to book, and a line on who turns up. Nothing in the ad claims what the page cannot back.

Reading the first weeks

For the first weeks we read the search terms report each week and add negatives, then look at which suburbs and which hours produce signed clients and which only produce clicks. You get a short report on what the money bought.

Terms to bid on, and terms to keep out

House cleaning searches carry a lot of noise, so the negative list matters as much as the keyword list.

Bid, ready to enquire

  • house cleaning near me
  • cleaning service near me

Bid, regular work

  • domestic cleaning services

Bid, one-off, higher ticket

  • deep clean house

Bid in its own campaign

  • commercial cleaning near me

Price research, bid with a price in the ad

  • house cleaning cost per hour

Negative

  • cleaner jobs, cleaner salary, cleaning course
  • cleaning business for sale, cleaning franchise
  • cleaning supplies, cleaning products, cleaning game

Candidate terms from Google autocomplete, Australia, checked 2026-11-03. Volumes and cost per click come from Keyword Planner and are not measured yet.

People physically in the area

Local

Set the location option to presence, so someone who merely searched for your suburb from interstate does not click.

  • A radius around where you start the day, tighter in dense suburbs
  • Commercial campaign on the whole city, with its own budget
  • Hours that follow when quotes get answered, unless the form covers the gaps
  • Ad copy that names the suburbs you actually clean

Count the call and the form separately

Both are worth money. They are not the same event.

Phone call from the ad
Same day
Call extensions and a tracked number. Count calls over a minimum length so a wrong number does not read as a lead.
Tap on the number on the site
Same day
A tap event on the number, counted apart from calls from the ad.
Quote form
Next day
A thank-you event after the form sends. Include the comment field so you can see which suburb and which job the form was for.
Regular client signed
Later
Uploaded back to Google once a quote becomes a standing booking, so bidding learns what a good lead looks like.

A from price has to be one you charge

ACCC

The ACCC small business guidance says to disclose the full price of what you sell and not to mislead about a service, a guarantee or an approval. The Australian Consumer Law applies to an ad headline the same way as to the page behind it.

An ad that says from a figure needs a job at that figure on the books. Do not use regulator, industry or platform badges in headlines, and do not claim to be approved or recommended unless a document says so.

Read the ACCC guide
The open boot of a small van loaded with vacuum cleaners and buckets, parked on an Australian suburban street (generated image)
Ads send people to the page, and the page has to show who turns up.

A home services Ads account we run

We run no cleaning account yet. This home services business has an Ads account we manage, and the figures come from its own analytics. It shows how we set up tracking, not what a cleaner would get.

Google Ads for cleaners: your questions

How much should a cleaner spend on Google Ads?
Start from what a regular client is worth to you over a year and how many enquiries become one. That gives a ceiling for the cost of a lead. We do not quote a budget before we have seen your numbers and the cost per click for your suburbs.
Why does tracking matter so much?
Google can count actions that are not enquiries. On one account we run, Google had been counting about ten times more conversions than there were real enquiries until the goals were cleaned up to count booking forms and phone taps.
Should I advertise a price in the headline?
It filters the cost shoppers, which is useful. The figure must be a price you charge, and the page must say what it covers and what is extra.
Do I run ads when I am booked out?
Pause the campaign or tighten the radius. A lead you cannot take in the next fortnight costs the same as one you can.
How do I compare the cost with Airtasker?
Airtasker charges a service fee of 12.5% to 20% of the task price. Work out the cost per signed client from your own ads, then set it against that fee on a comparable job.
Can I advertise NDIS or aged care cleaning?
Only with a statement you can back up. Say what you can be paid from and do not write NDIS approved unless you are registered for that support category.
What is a good conversion rate?
There is no figure that applies to every account. We measure your own form rate and call rate in the first weeks, then improve the page or the ad that is losing the most people.

Google Ads by service

Cleaning

Related pages

Google Ads for cleaners, month to month.

$549 a month AUD, on top of the $298 website plan.

Get startedSee pricing