Top 5 Ways to Advertise Your Cleaning Business

Image of woman house cleaning

What’s the difference between marketing and advertising? How do you actually start an effective advertising strategy that works for cleaning businesses? Let’s answer all your burning questions.

You’ve started your cleaning business and gotten most logistical things off the ground. That’s a huge accomplishment! At this point, your biggest concern might be how you can get a steady customer flow. Growing your book of business is a big deal, and advertising can help you break through your existing customer base ceiling.

Advertising seems straightforward, but how do you actually do it? What’s the best advertising strategy for you? Here are the answers to all your burning questions, including the best advertising strategies for cleaning businesses, which include:

  1. Social media ads
  2. PPC ads
  3. Sponsored review pages
  4. Flyers
  5. Vehicle wraps and decals

First, let’s cover the basics so you can learn to walk before you fly.

Advertising Crash Course

Are you ready to start advertising? Is it the right time to start? How much money should you invest? What is advertising anyway? Here’s a quick breakdown:

  • Advertising

Advertising is paying for space to promote a product or service. You need to pay to actually advertise.

You can advertise at any stage of your business model to increase exposure, awareness, and encourage consumers to buy. For example, a Coke ads exist to remind you to buy Coke, or try a new Coke product.

  • Marketing

Marketing is the strategy behind determining the value of product or service, communicating that to consumers, and figuring out how to bring all of this to the marketplace.

Most marketing initiatives can be free (i.e. networking, social media, writing blogs, podcasting, etc). Understanding the product, the ideal consumer, the best way to describe the product to them, and how to attract the consumer to the product are key components of marketing.

For example, Wendy’s uses social media marketing on Twitter to stay top of mind to their ideal customer base in addition to advertising.

  • Branding

Branding is a component of marketing. The goal of branding is to establish a product or service with qualities that bring it to life in a consumer’s mind.

For example, when you think of RedBull, you think of a high-energy, funny, adventurousness that resembles a lifestyle that Red Bull consumers likely embody.

Before you start investing in ad spend, you need to understand if you can afford to advertise at this point in time.You’re paying for a space to promote your business. Can you afford to do that? If you’re tight on cash, then you should avoid advertising until you’re not. Try marketing your cleaning business instead!

 

Back to Advertising

Advertising usually comes after you’ve developed a marketing plan and established your company’s brand. After all, you need something to advertise!

If you don’t have a brand or a business plan sorted out yet, then you’ll be putting the horse before the cart, and will find that advertising isn’t the most effective business growth strategy to work with right away.

It’s the right time to advertise your business when you have the capital to do so, and when you feel that you have exhausted your immediate network for clientele. Continue to advertise to promote your services, or wish to compete against another local service provider.

Advertising Your Cleaning Business: The Basics

Tearaway: Online Flyer App

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Advertising Your Cleaning Business: The Basics

1. Figure out your budget

 

You need to pay for space to advertise your business. So, your first step should be mapping out the amount of money you can allocate to your ad spend budget. Don’t feel that your ad spend budget needs to be thousands of dollars–especially if you’re just getting started.

Allocate a limited budget to a focused campaign that you can measure and track before you invest more money. This will help you ensure that your advertising efforts are sustainable. For example, start off by only allocating $10 a week on a single advertising campaign for a month.

You might think that $10 a week is barely any ad spend (and too good to be true at that!), but it’s not. You’d be surprised to learn how far your advertising spend can go on digital ad channels such as Facebook and Instagram. Some experts actually recommend you only spend that much a week. The nice thing about small business advertising (and digital advertising) is that it’s very inexpensive in relation to the impact it can have.

When you’re dealing with a small scale advertising budget, then it’s easiest to assign this money to a single ad campaign. This will help you ensure that your dollars are being well spent–and if they aren’t, you’ll be able to see that too and make appropriate changes (i.e. change the advertising channel for example).

Ask yourself: was this money well spent? Did you get any new clients? If it did, how much does each client cost you through ad spend (divide the number of new clients gain through these ads by the total ad spend)?

 

2. Get your cleaning business into words

 

You’re going to have to say something in your ad. Before you invest in ads, take a look online for some copywriting inspiration. It’ll go a long way in helping you craft the right message to your audience.

Ads are your chance to explain your services and your unique selling point (also known as your value proposition) in your ad (if you have space for it!). This information should be in every ad, including short form ads (such as Pay Per Click like Google Ads, newspaper classifieds, etc).

image of cleaning services PPC ads

Notice how each ad above includes the business name, contact information (either a phone number or website link), a value proposition, and a call to action. All the information is clear and concise.

The amount of information you include and your ability to get creative with your ads heavily depends on the length of the advertisement. For example, longer ads offer more space, and therefore more opportunities to include detailed business information such as:

  • Value proposition
  • Testimonials
  • Company Story
  • Logo
  • Photos, videos, or graphics
  • Call to action (i.e. call us at, or book an appointment now!)
Quote

“Anybody can clean a toilet. What’s really going to differentiate you are all those details that everyone else overlooks or just doesn’t care about.”

Katie Pearse, CEO of Maid Mentor Quote

5 Advertising Strategies for Your Cleaning Business

Now that you’ve got the basics down, here are the top five advertising strategies to explore for your cleaning business.

These are the most wallet-friendly and easy strategies for cleaning business models.

1. Social Media Ads

Social media ads are incredible. You’re able to target your ideal customers, create an attractive ad, control the budget and timeline, and observe the results.

Plus, all the big social media networks (including recommended social channels for cleaning services: Facebook, Instagram, and Twitter) offer advertising options.

Katie Pearse, CEO of Maid Mentor, can speak on behalf of how useful and effective Facebook ads are. Katie says that Facebook advertising was the biggest way her company found new clients. “Facebook advertising is fairly easy to set up,” she says. “And you can target specific groups of people really well.”

Facebook ads are particularly great because you can advertise your website, or your Facebook Business page to the right audience. Since so many people have Facebook, and so many of them are homeowners or renters, you’re able to offer your cleaning services to the right audience immediately.

Here’s a fantastic and comprehensive guide to help you set up a Facebook ads quickly. By the way, you can set up Instagram ads directly through Facebook’s Ad Manager, which gives you one more reason to try this advertising strategy.

Here’s what you need to create a successful social media ad for your cleaning business:

  • A great photograph, video or graphic
  • A catchy ad title
  • A description and call to action (CTA) to convince the user to click on the ad
  • Your unique value proposition
  • A link to your website or Facebook page

The best part of using social media ads is that you can view the results of your ads throughout the campaign so you can make strategic decisions moving forward.

Quote

“Facebook advertising is fairly easy to set up, and you can target specific groups of people really well.”

Katie Pearse, CEO of Maid Mentor Quote

2. PPC Ads

PPC ads, or Pay Per Click Ads, are very similar to social media ads, but are hosted on search engines, such as Google.

Just like social ads, you may also display your ads to a highly targeted audience and location. It’s a great opportunity to get your business right in front of your clientele’s eyes.

PPC ads show up in search engines based on queries (the question that the user types into the search bar). The ad host (the search engine) allows you to serve ads to people based on search results.

For example, if someone searches “cleaning services in Toronto” the top search results in green are PPC ads. They are there because those companies pay to rank for this query. When the user clicks on the ad, they will be directed to your website, and you are charged for the click (hence, pay per click).

image of cleaning services PPC ads

This allows you to advertise to people based on the types of questions they ask. Neat, right!

Your ads are priced based on the value associated with specific keywords and key terms. These words are priced based on bids. So, a term could cost you $20 per click, or $0.20 per click depending on it’s popularity. The price of these ad campaigns can be a bit more expensive depending on the types of terms you need to use in your ad.

You can set up multiple campaigns at once and monitor their success. You can even put a cap on your ad spending and how long the ads will run for.

  • For PPC ads you’ll need:
  • A catchy ad title
  • A description of your services (your value proposition)
  • A call to action (CTA) to convince the user to click on the ad

Here’s an incredible guide to help you set up your PPC ads.

3. Sponsor Your Review Page

Advertising your review page is helpful because you can easily leverage customer proof to help you get new clientele on the very platform that clients would use to find service providers like you.

Screen Shot 2019-02-25 at 4.36.23 PM

When you sponsor your listing on a review site, you’re able to prioritize your listing against your competitors, show up in the search results before them, and highlight your location on the local map.

The best part about this is that if you can get a steady, positive review profile, then you can really get a leg up on your boosted listing and get new clients on board.

From there you can direct your clients to your best point of contact, or your website to book an appointment.

Here’s a great guide to help you set up your sponsored profile on Yelp.

4. Flyers

Flyers and poster ads are a great option if you don’t have a huge advertising budget to work with. You can control your advertising location and restrict your ads to neighbourhoods. If you’re not tech savvy, and don’t want to spend too much time learning how to set up ads, then this strategy can work very well for you.

You can get creative with flyers and posters in comparison to some other advertising channels. For example, you can use posters, door hangers, letters, pamphlets, tearaway posters, and special offer vouchers, and even notes attached to small gifts to encourage business loyalty.

There is also a low barrier to entry for this strategy. You don’t need a social media account to create these ads and get them out on the streets. You can make posters, flyers, and tearaway posters on your own using your word processor, use a template online, an online graphic design software (like Canva), or even use Jobber’s Tearaway app! It’s easy.

image of cleaning flyer examples
A few examples of cleaning advertisement flyers, courtesy of Canva.com

Here’s some information you should include in your post or flyer advertisement:

  • Company information
  • Contact information
  • List of services
  • Photos (if you have any)
  • Value proposition
  • Testimonials

Don’t forget to be strategic with your ad placement. Put your ads in spots where the best customers might be: real estate offices, cafes, community centres, pet shops, day cares, etc.

5. Decals and Vehicle Wraps

Decals and vehicle wraps are one of the most high-impact forms of advertising out there. Don’t believe it? 10 Bucks a Room built their book of business driving around a branded company vehicle.

Vehicle decals can be relatively inexpensive, eye-catching, and offer a lot of local exposure and brand presence. Picture yourself driving around a company branded car: you can park it in public spaces, such as grocery stores and shops, and on residential streets while you’re working. Everybody sees it!

how to market your cleaning business

The design can be up to you, or you can hire a local print and design shop for help. If you have enough money for an increased ad budget, then you can pay people to put your decals on their cars to increase your brand exposure.

Here’s what you should include in your vehicle decals:

  • Your company name
  • Logo
  • Company slogan or value proposition
  • Contact information
  • Bright colours and eye catching designs

If you’re going to go forward with decals or vinyl wraps, then start out by getting accurate vehicle measurements (make sure you know what car model you’re driving!). There’s nothing more unprofessional than a decal that gets cut off, or is illegible because it’s sized incorrectly.

Next up, decide on the information you’d like the decal to include, as well as the colour scheme. Use a bright colour that contrasts well with your vehicle colour, yet remains legible. For example, green writing on an orange background won’t be easy to read. Stick with white or black background and a couple other colours in the foreground.

Finally, look for a local design and print shop that can either design or print the project. A professional designer will be able to create a well-rendered, accurately designed decal for you to use. They might even be able to install it for you too!

If you’re willing to give it a go (and are experienced with graphic design or know a great designer) you can actually complete the vehicle wrap or decal project on your own. Take some advice from this expert if you decide to try it out.

Do you have any advertising strategies that worked for you? Share them below!

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Thinking about starting a cleaning business? Want to make sure your existing business plan is thorough? This free checklist is designed to help you make sure you’re crossing your T’s and dotting your I’s.

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