Google Ads vs. Facebook Ads for Cleaning Companies: Which Gets Better ROI?
By REESE PARSON
Director of Client Impact, Five Door Media
Should You Run Google Ads or Facebook Ads to Get More Cleaning Clients?
If you're a cleaning business owner trying to grow your client list, you've likely asked:
"Should I invest in Google Ads or Facebook Ads?"
"Which one brings in more paying customers and delivers the best return on my investment?"
The short answer is that both platforms can work, but they serve different purposes and support different business goals. This article will help you understand how each works and when to use them.
How Google Ads Work for Cleaning Companies
Google Ads are intent-driven. Your business appears when someone is actively searching for cleaning services.
For example:
A user types “move-out cleaning near me” or “weekly maid service in [your city]” into Google. They are ready to hire.
Because of this, Google Ads are effective for capturing leads who are further along in the buying process.
Advantages:
High intent. These users are actively looking to hire a cleaner.
Geographic targeting. You can limit your ads to specific service areas.
Quality results. Ideal for immediate jobs like deep cleans, move-ins, or post-construction cleans.
Drawbacks:
Competitive keywords. Search terms like “house cleaning” or “maid service” can cost $5 to $10 per click in saturated markets, for example.
Pay-per-click model. You pay whether the user books or not.
Website and reviews matter. A poorly designed landing page or weak online reputation can waste ad spend.
How Facebook Ads Work for Cleaning Companies
Facebook and Instagram Ads are not intent-based. They are interruption-based, meaning your ad appears while users are scrolling, usually not actively searching for a cleaner.
That said, they can still be highly effective for building brand recognition and staying visible to your ideal clients.
Advantages:
Precise audience targeting. You can reach users based on life events (new home, new baby), interests, or behaviors.
Lower cost per click than Google in many cases.
Strong visuals perform well. Before-and-after images or cleaning videos tend to get strong engagement.
Builds familiarity. Helps users remember your brand when they are ready to hire.
Drawbacks:
Lower buyer intent. These users aren’t actively looking for services.
Longer conversion cycle. It may take several impressions before a user acts.
Ad fatigue. Facebook ads must be refreshed frequently to remain effective.
Which Platform Brings Better ROI?
If your goal is immediate bookings and short-term ROI, Google Ads typically perform better. You are reaching people ready to take action, especially for one-time or urgent services.
If your goal is long-term brand awareness and recurring clients, Facebook Ads may be the better investment. When people consistently see your brand, they are more likely to think of you when they decide to stop cleaning themselves.
The Most Effective Strategy: Use Both
The most successful cleaning companies don’t choose one platform over the other. They use both strategically.
Google Ads are excellent for capturing high-intent searchers. Facebook Ads help keep your company in front of potential clients who are not quite ready but will be in the near future.
Even with a modest budget, you can split your spending, monitor your leads, and adjust your approach based on results.
Final Thoughts
If you're weighing whether to use Google Ads or Facebook Ads to grow your cleaning business, the answer depends on your goals.
Use Google Ads when you want to capture ready-to-book clients.
Use Facebook Ads when you want to build awareness and drive recurring revenue.
Use both when you want a balanced, long-term strategy.
Still have questions about ad budgets, targeting, or creative? Reach out, and we’ll address it in a future post.
