Free playbook · House Cleaning
The house cleaning marketing playbook
How house cleaning companies with multiple teams fill the schedule with recurring customers and keep them. The economics, the calendar, and step-by-step guides to local SEO, ads and a website that books the first clean.
The guides
Three guides, one house cleaning plan
House cleaning local SEO
Get into Google’s map results in the neighborhoods your teams already clean, with a page for each service and area and reviews that make a stranger comfortable letting you in.
Read the guide 02 Paid advertisingHouse cleaning Google and Meta ads
Run Google and Meta ads that block job seekers, stay inside your service area and are judged on recurring customers.
Read the guide 03 WebsitesHouse cleaning website
Build a site that answers the three questions every client has: what will it cost, can I trust you in my home, and how do I book.
Read the guideFree PDF
Get the full house cleaning playbook as a PDF
All three guides, every checklist and the marketing calendar in one file you can print or hand to your office manager.
- Local SEO, ads and website, step by step
- Printable checklists
- A month-by-month marketing calendar
The economics
What a recurring cleaning client is worth
HomeAdvisor puts bi-weekly cleaning at $100 to $250 a visit. At 26 visits a year, one bi-weekly client is worth $2,600 to $6,500 a year. A one-time deep clean, at $200 to $400, is a single ticket.
The median Google lead for cleaning and maid services costs about $47 (LocaliQ, 2025): cheap for a client worth thousands a year, expensive for a one-time clean that never comes back. Judge your marketing on recurring customers.
- $100 to $250per visit for bi-weekly house cleaningHomeAdvisor, maid service cost guide
- $2,600 to $6,500a year from one bi-weekly client at that rate (26 visits)HomeAdvisor, maid service cost guide
- $47median cost per Google lead for cleaning and maid servicesLocaliQ, Home Services Search Advertising Benchmarks (updated July 2026; the figures it calls averages are medians)
The calendar
The house cleaning marketing calendar
- Jan to Feb
Build before spring
Get your profile, neighborhood pages and ads ready before spring cleaning starts. Offer past one-time clients a reason to switch to recurring service.
- Mar to May
Turn deep cleans into recurring service
Spring deep-clean requests pick up. End every first clean with an offer for the every-other-week slot.
- Jun to Aug
Move-in and move-out season
Move-out cleans fill gaps in the schedule. Give realtors and property managers their own page and their own follow-up.
- Sep to Dec
Lock in before the holidays
Back-to-school routines and holiday hosting bring new requests. Send recurring offers before the calendar fills.
Rather not do it yourself?
Every house cleaning company we work with gets its own plan
This playbook covers what works for most companies in your trade. We start from your market, crews and numbers, then test and adjust month to month, reported in booked jobs and revenue.