Playbook · Window Cleaning · Paid advertising
The complete guide to window cleaning Google and Meta ads
How a window cleaning company runs ads that fill the routes it already runs, keep residential and commercial apart and book customers who come back. Written for owners who run their own ads or want to check the agency that does.
The short version
Do Google and Meta ads work for window cleaning companies?
Yes. The median Google lead for window cleaning costs about $67 (LocaliQ, 2025), so waste adds up fast. Window cleaning ads work best when they target homeowners and businesses searching for the service, run in tight areas around your routes, peak in spring and fall, and filter out window replacement, tinting and DIY searches. Meta ads reach homeowners on your routes before they search, which suits spring and fall offers and add-ons like screens and hard water removal. Judge results by cost per booked job and how many customers book again.
The search terms report
Where window cleaning ad budgets get wasted
Every month we read the actual searches your ads showed up for. In window cleaning, the wasted spend is predictable: replacement and tint shoppers, DIYers, equipment buyers and job seekers.
Cut: never going to book
| Search term | Why it’s cut |
|---|---|
| Wrong trade | |
| Wrong service | |
| Shopping for equipment | |
| DIY | |
| Job seeker |
Keep: searches that book
- “window cleaning service [suburb]”Ready to book
- “storefront window cleaning near me”Scheduled account
- “window and gutter cleaning [city]”Bigger ticket
Example search terms. Yours come from your account.
Step by step
The playbook
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01
Decide what a customer is worth
The median Google lead for window cleaning costs about $67 (LocaliQ, 2025), and not every lead books. HomeAdvisor puts the average residential job at $221 and recommends cleaning twice a year, so count the second visit when you set targets.
- Pull your average residential and commercial ticket
- Estimate how many customers rebook for the next season
- Set a target cost per booked job for each side
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02
Split residential and commercial
A homeowner and a property manager search, compare and decide differently. Separate campaigns give each its own budget, ads and landing page.
- Residential: window cleaning service, screens and tracks, window and gutter cleaning
- Commercial: storefront, office and building window cleaning
- Report each side on its own
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03
Target your routes
A one-time house across town barely pays for the drive. Keep ads close to the suburbs where your stops already cluster.
- Target by ZIP code or a radius around current routes
- Set location options to people in or regularly in your area
- Exclude areas your crews don’t want to drive to
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04
Cut replacement, tint and DIY searches
Window cleaning ads catch a lot of people pricing new windows or car tint. Read the search terms report and add negatives every month.
- Start with negatives like replacement, install, tint, repair, squeegee, supplies, how to and jobs
- Check the search terms report every week during each peak
- Add any search that would never book a cleaning
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05
Use Meta for seasonal offers and add-ons
Meta reaches homeowners in your area before they search, which suits spring and fall offers and add-ons like screens, tracks and hard water removal.
- Real photos of clean glass and your crews
- One season and one offer per ad
- Target the suburbs on your routes
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06
Send ads to pages that book
Each ad should land on a page that matches it, with pricing guidance, recent reviews and a short quote form.
- Residential pages priced by home size or window count
- Commercial pages with proof of insurance and scheduling options
- A quote form that works on a phone
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07
Budget for two peaks
Spring and fall carry most residential demand. Commercial can run year-round and keep crews busy in between.
- Launch residential campaigns a few weeks before spring and fall
- Keep commercial running through the summer
- Pull back when crews are booked out
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08
Track booked and repeat customers to the ad, test, then improve
A quote request is the way in, and a customer who comes back in the fall is the result. Tie each booking, plan and commercial account to the click that found it, and test one thing at a time.
- Count the booked job as your main conversion, with new commercial accounts counted on their own, and calls and quote requests tracked along the way
- Capture the click ID (gclid), the code that ties a booking to one ad click, on every form and booking, and send booked jobs and their ticket back to Google and Meta as they’re booked
- Judge searches and campaigns by cost per booked job, residential and commercial apart, and favor the ones that bring repeat customers
- Test one change at a time, like an ad, landing page, seasonal offer or bid, and keep what books more
Free PDF
Get the full window 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
Tick it off as you go
Window cleaning ads checklist
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What not to do
Common mistakes
Mixing homes and storefronts
One campaign averages a one-time house with a storefront contract and hides which side is actually paying.
Letting replacement searches in
People pricing new windows click window ads. Without negatives, they eat the budget.
Even budgets all year
Spring and fall carry most residential demand. A flat monthly split overspends in July and runs short in April.
Judging ads by lead count
A one-time cleaning and a twice-a-year customer can cost the same to get. Judge campaigns by booked and repeat jobs.
Your monthly report
How to measure window cleaning ads
If it doesn’t tie back to a booked job, it’s a leading indicator at best. Track these every month.
- Cost per booked jobAd spend divided by jobs booked, residential and commercial
- Repeat rateAd-sourced customers who book the next season
- Commercial accounts wonNew storefront and office accounts from ads
- Wasted spendSpend on searches you’ve since added as negatives
Questions
Window cleaning Google and Meta ads questions
How much should a window cleaning company spend on Google Ads?
Start from what a customer is worth and how many more jobs your crews can handle. The median Google lead for window cleaning costs about $67 (LocaliQ, 2025), and not every lead books. Set the budget to a target cost per booked job and spend more once the numbers hold.
When should window cleaning ads run?
Residential campaigns should be live a few weeks before spring and fall, so they have data when homeowners start booking. Commercial campaigns can run year-round and help keep crews busy between the peaks. Budgets come down when your schedule is full.
Do Facebook ads work for window cleaning?
They work well for spring and fall offers and add-ons like screens, tracks and hard water removal, because Meta reaches homeowners on your routes before they search. Google usually comes first, because it catches people already searching for the service.
Should residential and commercial window cleaning ads be separate?
Yes. The searches, the decision makers and the value of the job are different. Separate campaigns let you set budgets, ads and landing pages for each, and see which side is actually paying.
How do I track window cleaning ads to booked jobs?
Save the click ID with every form and online booking, and send booked jobs and their ticket from your CRM back to Google and Meta. Then you can see the jobs, repeat visits and revenue each campaign brought in.
What makes window cleaning ads fail?
Targeting the whole metro, letting window replacement and tint searches in, running the same budget all year, and judging campaigns by clicks or lead count. Each one spends money on people who were never going to book a window cleaning.
Rather not do it yourself?
We run this playbook for window cleaning companies
Same plan, run by a senior team and reported in booked jobs. Tell us your service area and the jobs you want more of.