Why Your Ad Spend Goes Up or Down: A Guide for Cleaning Companies

By KATIE THOMPSON

Senior Impact Specialist, Five Door Media

If you’ve ever run ads on Google or Facebook for your cleaning business, you’ve probably noticed: costs can change, sometimes fast.

One month your cost per click is $3. The next? It jumps to $7. Or maybe your Facebook ad isn’t reaching as many people, even though your budget stayed the same.

It can feel random — but it’s not.

Ad spend changes based on real, trackable factors. And if you understand what drives those changes, you can make smarter decisions with your budget and avoid unpleasant surprises.

In this guide, we’ll break down the top reasons ad costs go up or down, and what you can do about it as a cleaning company.

1. You’re in an Auction (Not a Storefront)

Both Google and Facebook ads run on auctions, not fixed pricing.

That means you’re not just “buying space” – you’re bidding against other businesses trying to reach the same people. When more advertisers show up to the auction, prices go up. When there’s less competition, they go down.

Simple supply and demand.

2. Local Competition Plays a Big Role

Your cost depends heavily on where you operate.

In smaller towns, your cost per click is usually lower because fewer companies are bidding for attention. But in larger cities? More cleaning businesses, more advertisers, more competition - so costs rise.

And it’s not just other cleaners. You may also be competing against carpet cleaners, organizers, or even real estate agents targeting homeowners.

The more businesses fighting for the same customer, the more you’ll pay to reach them.

3. Your Target Area Matters

Let’s say you’re advertising in an upscale zip code or metro area. Those clicks often cost more, not because the platform wants to charge you more, but because advertisers are willing to bid more for customers who can afford higher-ticket services.

On the flip side, targeting smaller suburbs or rural towns might come with lower costs but fewer leads, too.

High-value areas often mean higher costs, but also higher potential return.

4. What You’re Promoting Changes the Cost

Not all services are created equal when it comes to ad spend.

• High-demand services like residential house cleaning often have higher ad costs because many companies want those leads.

• Niche services like solar panel or gutter cleaning might cost less, simply because fewer people are advertising them.

• High-ticket services like post-construction cleaning or commercial contracts often have higher costs because each lead is potentially worth a lot more.

The more common or valuable the service, the more it usually costs to advertise.

5. Seasonality Impacts Every Industry

Just like your cleaning business has busy seasons, so does online advertising.

• Spring: pressure washing and window cleaning tend to spike.

• Fall: gutter cleaning and home prep before the holidays gain traction.

• November/December: nearly every advertiser is active, which means ad space gets expensive, even if you’re not selling holiday-related services.

Costs rise during peak seasons for your industry and for retail in general.

6. Your Ad Quality Affects the Price

Here’s something many business owners don’t realize: your ad itself influences what you pay.

Both Google and Facebook reward ads that perform well. If people click, engage, or take action, your cost per click often goes down. But if your ad is vague, poorly written, or doesn’t match the landing page? You’ll likely pay more.

Good ads don’t just convert better, they actually cost less.

7. Targeting Narrow Audiences Can Raise Costs

Let’s say you only want to target homeowners, age 35–50, in a single neighborhood. That kind of laser-focused targeting can increase your costs because you’re working with a small pool and lots of others might be trying to reach that same group.

Wider audiences cost less per click but may be less precise.

The trick is finding the sweet spot: broad enough to keep costs low, specific enough to attract qualified leads. The more narrow the audience, the higher the cost, usually.

So How Can Cleaning Companies Manage Ad Spend Smartly?

Here are some practical tips to help you stretch your budget:

• Plan for seasonal changes: Expect higher costs in spring and fall, and during major ad-heavy months.

• Mix up the services you promote: Pair high-competition services like house cleaning with niche services like window or gutter cleaning.

• Focus on ad quality: Clear messaging, strong visuals, and well-matched landing pages go a long way.
  Avoid over-targeting: Don’t go so narrow that you drive up costs without getting better leads.

• Monitor your market: Use tools like Google’s Keyword Planner or the Facebook Ads Library to see what competitors are doing.

• Test and adjust: A/B test your creative, offers, and targeting to find what works best.
  
  

Final Thought

Ad spend isn’t random - it’s driven by real, measurable factors.

Understanding what’s influencing your ad performance helps you make better calls, avoid overspending, and ultimately get more customers for less money.

Remember: ads are an auction. And like any auction, the more you understand the game, the better your results will be.