Cleaning business marketing that starts with what your customers search
Most cleaning marketing advice is a list of ideas. This page is a list of numbers: what your customers search, what it costs to buy that click, and which channels stop scaling at fifty customers.
- Google Business Profile and a town-page website before anything paid
- Referral schemes only once there are customers to refer you
- Every figure sourced and dated, and re-read when it changes
- Search first
- Sourced figures
- No retainers over £1,997 a month
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What is the best marketing for a cleaning business?
The best marketing for a cleaning business is ranking for your own town: "cleaners near me" is searched 14,800 times a month in the UK and a Google Business Profile plus a website with a page per town captures it for free.
Google's own AI answer to that question says the same, citing the cleaning software firm Jobber: local search first, then Facebook groups and Nextdoor, then flyers and referral rewards. We agree with the order and disagree with the vagueness. The table below is the actual demand and the actual price of a click (Google Ads UK, read 12 September 2026), which is what you need to decide whether to pay for a visit or earn it. Flyers and Facebook groups are real and work for a sole trader; they do not scale past a few dozen customers, which is the point at which a website that ranks takes over.
Every build is live from two weeks. Two rounds of revisions included. 50% to start, 50% when you approve it.
The numbers behind cleaning business marketing
| Customer search | UK searches a month | Cost per click | Top of page bid |
|---|---|---|---|
| cleaners near me | 14,800 | £2.76 | £4.51 |
| carpet cleaning near me | 14,800 | £3.87 | £5.33 |
| oven cleaning near me | 14,800 | £2.19 | £3.03 |
| cleaning services near me | 12,100 | £3.12 | £4.84 |
| end of tenancy cleaning | 12,100 | £6.78 | £10.58 |
| house cleaning near me | 8,100 | £2.45 | £3.57 |
| window cleaner near me | 6,600 | £3.31 | £4.37 |
| office cleaning london | 2,400 | £9.70 | £32.04 |
| commercial cleaning london | 1,600 | £8.26 | £24.61 |
| deep cleaning service | 1,600 | £4.06 | £5.41 |
| after builders cleaning | 480 | £6.57 | £10.56 |
Two readings. Domestic demand is enormous and cheap per click; the game is volume and reviews. Commercial demand is a tenth the size and three to four times the price per click; the game is one contract at a time and the accreditations page. Your website should know which game you are playing on each page.
Channel by channel, honestly
Google Business Profile
Free, and the map pack sits above organic results on every town search. Photos of your own work, reviews asked for after every third clean, service areas set. Do this before anything else.
Your website
One page per service, one per town, a price on each, and the quote form in the hero. This is the channel that keeps working while you are on a job.
Google Ads
Works, at the prices in the table. Worth running for end of tenancy in a rental-heavy area where a job is worth the £6.78 click. Not worth running for weekly domestic at £2.76 a click until the site ranks and you can compare.
Facebook groups and Nextdoor
Good for the first thirty customers. Post the before-and-after you took yourself and answer questions; do not post an advert. Stops scaling once you have staff.
Referral rewards
A £20 credit for a referral works once you have customers to make them. Put the scheme on the website so the customer can send a link rather than remember it.
Directories
Checkatrade, Bark and Yell send some enquiries and charge per lead or per month. Fine as a supplement. Never let a directory profile be the only place your prices live.
How a cleaning company website gets built here
Tell us what you clean and where
Four details in the form, then a short written brief. No discovery call unless you want one. Most clients answer twelve questions by WhatsApp.
We write the pages from your numbers
Services, areas, accreditations and prices. We pull the search and cost figures for your towns so every page argues from real data.
You see it working before you pay the balance
A private link, on your phone. Two rounds of changes are included. The quote form, WhatsApp button and Google Business Profile advice are all in place.
Live from two weeks, then the care plan
We connect your domain and email. £50 a month covers hosting, updates and one small change a month. Rolling, 30 days notice, no exit fee.
What cleaning companies say after launch
More local cleaning enquiries
“Since launching the new website, we've seen a noticeable increase in enquiries from customers in the areas we want to target. The site looks professional, explains our services clearly and makes it incredibly easy for customers to request a quote.”JamesCleaning company owner, London
They understand the cleaning industry
“They understood that customers looking for a cleaning company want to see exactly what you do, where you work and why they should trust you. The website makes all of that immediately clear and gives our business a far more professional image.”RebeccaCleaning business owner, London
Website, SEO and long-term growth
“We wanted more than someone to simply build us a website. We wanted a digital partner who could help us grow. The team created a professional website and continue to support our online visibility through SEO, helping us compete for the searches that actually generate cleaning enquiries.”ChrisCleaning services director, London
What a cleaning company website costs, and from whom
Every price below was read from the supplier's own page on 12 September 2026. They change. The point is the shape of the market, not the pennies.
| Option | Price | What you get | What you do not get |
|---|---|---|---|
| Website builder (Wix, Squarespace, GoDaddy) | £10 to £30 a month | A template you fill in yourself. Fine for a sole trader with fifteen regular houses. | Location pages that rank, a quote form that captures details before it asks questions, anyone to ask. |
| Pay-monthly template sellers (InstaWebsite £19.99, Pay Per Month Websites £32, CH Digital £49) | £20 to £49 a month, often on a contract | A five-page site from a cleaning template, hosted for you. | Ownership. Stop paying and the site goes. Read the minimum term before you sign. |
| Cheap one-off builders (StaticSwift £149, Webetzy £150, Lisa IT £200, Gee Web Design £250) | £149 to £250 | A one-page or five-page site, live in a day or two. | Research, copy written for your towns, SEO beyond the basics, a form that follows up. |
| Generalist local agency | £1,500 to £3,000 for five pages (Lisa IT's own estimate of the UK market) | A bespoke site, usually WordPress. | Any knowledge of BICSc, CHAS, DBS policies or what a Hackney click costs. |
| Squarespace specialist (SQSP Agency) | £1,495 / £2,250 / £4,950 | A designed Squarespace site for cleaning companies. | Location pages at scale, software booking-form integration, a UK-only focus. |
| Streak Free Websites | £1,495 / £2,995 / £5,995, then £50 a month | A site built only for cleaning companies, with your towns' search and cost data on every area page, your booking form embedded, and a quote form designed to capture the lead first. | A design award. A phone number to ring. A contract. |
Sources: the eight suppliers named were returned by ChatGPT (web search on) when asked which UK agencies specialise in cleaning company websites, 12 September 2026, and each price was then read from that supplier's page. Builder prices from the builders' own pricing pages the same day.
Questions cleaning companies ask about marketing
What is the best marketing strategy for a cleaning business?
Own the search for your own town. "cleaners near me" is searched 14,800 times a month in the UK and "end of tenancy cleaning" 12,100 (Google Ads UK, 12 September 2026). A Google Business Profile plus a website with a page per town captures both for free. Everything else is a supplement.
How much is a 1 hour clean?
We do not publish an hourly rate because we are not a cleaning company. The honest answer for your town is on your three nearest competitors' price pages, and your website should state yours, because a from-price on the page filters out the enquiries that were never going to book.
What to say to advertise your cleaning business?
The service, the area, the price and the proof. "Weekly cleaning in Chelmsford from £X an hour, DBS-checked, insured, 40 reviews" outperforms any slogan. Say what you do not do as well; it makes the rest believable.
How to get customers for a cleaning business?
Rank for your town, ask for a review after every third clean, and make the quote form the first thing on every page. A referral scheme works once you have thirty customers to refer you. Before that, the website is the referral scheme.
How to find clients as a self-employed cleaner?
Nextdoor, local Facebook groups and a Google Business Profile with photographs of your own work. A £20-a-month builder site is enough at this stage. When you take on a second cleaner and start turning work away, that is when a proper site pays for itself.
What is the 20/10 rule for cleaning?
A household routine: clean for twenty minutes, rest for ten. It has nothing to do with marketing, but it appears in the same search results, which tells you Google mixes consumers and business owners on this term. Your site has to speak to the owner, clearly, in the first line.
Should a cleaning company use Checkatrade or Bark?
As a supplement, yes. They send some enquiries and charge per lead or per month. The mistake is letting a directory profile be the only place your prices and reviews live, because then the directory owns your customer.
What about TikTok and Instagram for a cleaning business?
Before-and-after videos work, particularly for oven, carpet and exterior work where the change is visible. They build recognition, not enquiries; the enquiry still comes when the viewer searches your town and finds a page with a price.
Where we build for cleaning companies
Every town has its own page, written from its own competitor count, customer searches and click cost.
- Camden (893 competitors)
- Hackney (754 competitors)
- Clapham (356 competitors)
- Stratford (334 competitors)
- Croydon (226 competitors)
- Ealing (191 competitors)
- Harrow (179 competitors)
- Bromley (155 competitors)
- Enfield (124 competitors)
- Southend-on-Sea (107 competitors)
- Colchester (91 competitors)
- Chelmsford (83 competitors)
- Grays (82 competitors)
- Harlow (72 competitors)
- Basildon (68 competitors)
By region: Central and East London South London West and North London South Essex Mid and North Essex. All towns and areas.
Ready when you are
Four details, one working day, a written quote with the reasoning behind the number.