Has this ever happened to you?

You used Facebook’s boost feature to turn a post into an ad campaign, hoping to flood your cleaning business with new leads.

But all you got were 500 impressions and 10 likes. Frustrating, right? You’re not alone. 

Many janitorial business owners struggle with Facebook Ads because of a poor targeting approach, inefficient ad spending, and the wrong ad strategy. 

Here’s the good news: 

With the right approach, running ads on Facebook for your cleaning services can help attract and convert leads, increase brand visibility, and grow the business. 

And that’s exactly what this guide covers. 

Learn tips to guide you in creating high-converting Facebook ads, choosing the right ad types, and optimizing your budget.

What are the benefits of Facebook Ads for cleaning services?

To see how powerful Facebook ads can be, see the result a carpet cleaning company achieved within just two weeks of running an ad campaign. 

• 15k+ ad reach

• 21k+ impressions

• 98 leads on Facebook

• 100+ offline calls

Sales and marketing expert Mike Roberts, who managed the campaign, also noted that the business had an impressive 50% conversion rate from the ad. 

Not bad, right? That’s the kind of impact Facebook Ads can have on your cleaning service. 

Find other benefits of Facebook ads below.

Cost-effective marketing compared to traditional advertising

According to Vibe, a streaming advertising platform, TV ads cost between $10,000 and $50,000 monthly. While it allows you to reach a broad audience, you have limited targeting opportunities and difficulty measuring the campaign’s success. 

In other words, you could spend thousands to advertise to people who don’t need your cleaning service, making it a pricey gamble. 

Compare that to Facebook Ads: 

In Robert’s case study, the carpet cleaning business spent about $285 over two weeks to get impressive results. Even though that investment doesn’t include producing ad creatives, Facebook Ads remain affordable and measurable compared to traditional advertising. 

Birch reveals that Facebook ads cost an average of $14.23 per thousand impressions and $6.4 per lead. 

Highly targeted ads based on location, demographics, and interests

Facebook Ads uses highly specific targeting. Unlike conventional advertising’s broad targeting, Facebook lets you zero in on people who need your janitorial service. 

Its advanced targeting allows you to create ads that appear only to your ideal audience. For example, you can target people: 

• Within your city or county, e.g., Ohio.

• In specific age ranges, e.g., 30-35.

• Who speaks certain languages, e.g., English or Spanish

• With particular behaviors and interests, such as homeowners, facility managers, real estate professionals, or construction project managers.

This level of precision sends your budget on a mission, enabling you to target people who are the most likely to become customers.

Ability to retarget potential clients who engaged but didn’t book

Let’s say many people visited your cleaning website or interacted with your content, but none booked an appointment or reached out.

Facebook Ads lets you retarget them based on their previous engagement with the company. For instance, if someone scrolled all the way down to your “schedule a cleaning appointment” page but didn’t follow through, you could run a retargeting ad offering a 25% discount to nudge them into booking. 

This keeps your cleaning business highly visible and gives you a second chance at converting warm leads (people who’ve shown interest). 

Lead generation features that simplify customer inquiries

Facebook’s lead generation tools make it easy for potential clients to reach out through instant forms, without visiting your website. 

Picture this: Prospects see the ads, and instead of visiting your cleaning website to submit their details, they do it directly on the ad. This convenience drastically increases response rates and generates leads for your business.

The lead generation feature also allows you to customize it to extract the information you need, such as the type of cleaning service, location, and contact information.

What are the different types of Facebook ads to consider?

Your cleaning business ads need to capture people’s attention and inspire action to stand out in a highly competitive market. 

Here are different types of Facebook ads that can help you achieve that:

Image ads

This ad type lets you use static images or graphics to promote your cleaning service business, just like this one from EHC Residential Cleaning:

It shows viewers the instant impact EHC’s services will have if they hire their services.

According to Facebook, image ads like this help businesses:

• Raise awareness for your business

• Deliver a simple message.

• Increase prospects' interest in your service. 

To ensure the ad is effective, Facebook recommends the following:

• High-resolution images.

• Displaying your cleaning company’s logo.

• Text overlays to capture people’s attention. 

• Using appealing colors, palettes, and filters for a cleaning business, such as white, blue, soft greens, and monochromatic palettes. 

Video ads

Capture and engage prospects with high-quality videos that showcase your cleaning services and what sets you apart. Take this example from Duct Aura Cleaning Services: 

Their video ad walks viewers through their cleaning process using before-and-after shots—clearly showing the value they provide.   

Cleaning is a visual service, and people want to witness the transformation that comes with it. Video delivers that impact.

Leoni Leeder, marketing manager at Kingfisher Industrial Services, explained how Facebook video ads help the company increase brand awareness.

She says, “Videos with before and after shots that demonstrated the quality of our cleaning service performed better in helping us achieve our campaign objective.” 

To increase the effectiveness of your video ads, Facebook recommends:

• Capturing attention within the first three seconds of the video.

• Using vertical or square video, since most people hold their phones vertically. 

• Showing your brand identity early for easy recall.

• Keeping video lengths short, depending on the placement. 

Carousel ads

Carousel ads let you feature multiple images and videos in a single post. Viewers engage the ad by swiping through the slides from left to right. 

It’s a great option for cleaning companies that offer a range of services, as it allows you to showcase each one on a different slide—giving prospects a fuller picture of what you offer. 

You could also highlight several completed projects, showing prospects the range of your services. Just like this example from Morillo Rosas Cleaning:

To create a carousel ad, Facebook recommends the following specifications:

• Resolution: 1080 × 1080 pixels

• Video file size: 4GB

• Image file size: 30MB

• File types: JPG or PNG for images and MP4, MOV, or GIF for videos

And to ensure it's engaging, Facebook says to use carousel ads to:

• Tell a story to encourage viewers to swipe and act.

• Explain a process.

• Highlight multiple cleaning services or product angles to showcase expertise.

Instant experience

Formerly known as Canvas, Instant Experience is a full-screen, mobile-optimised interactive ad experience for viewers. 

It loads automatically once it appears on the viewers’ feed and switches to full screen when they click on it. Here’s an example from Facebook:

Instant experiences allow people to watch videos, swipe through carousels, and view photos in a single ad.  

What are the different types of ad budgets for cleaning services?

One key benefit of Facebook ads is their cost-effectiveness compared to traditional advertising. 

But it doesn’t stop there—Facebook takes things a step further with a built-in cost-control tool (ad budgets) that lets you decide how much you want to spend on a campaign.  

Here are the different ad budgets your cleaning business can leverage:

Campaign budgets

In Facebook’s terms, a campaign is a collection of ad sets that share the same objective. This means you can create different ads targeting different audiences, all with the same objective.

A campaign budget lets you set a total amount for the entire campaign, and Facebook automatically distributes the budget across the ad sets based on their performance.

This reduces the number of budgets you have to manage manually and helps ensure you get the best results from your campaign at the lowest possible cost.

In a nutshell, use the campaign budget if you’re working with a limited budget or want Facebook to optimize spending, saving you the stress. 

Ad set budgets

If you want more control over delivery within ad sets, you can choose to assign specific budgets to ad sets. For example, if you’re targeting different audiences within your city, an ad set budget lets you assign more money to the location you want to prioritize.   

This approach is especially useful when: 

• There’s a difference in audience size between ad sets or when you’re working with mixed optimization goals. 

• You offer different cleaning services and would like them to have equal promotional opportunities.  

Daily budgets

This lets you decide how much to spend on a campaign or ad set per day. By setting daily budgets, you assign the average daily spend for your ad set or campaign over a week. 

It’s a perfect option if you want: 

• The cleaning business campaign or ad is set to have consistent daily exposure.  

• Run a weekly promotion without going over budget. 

• Test different ads without messing up your total spend.  

Lifetime budgets

This is the total amount you want to spend over the entire run time of a campaign or ad set. It’s setting a cap so your ad spend stays within budget, regardless of the outcome.

Say you’re running a 14-day promotion for post-construction cleaning. You can set a lifetime budget of $200, enabling Facebook to adjust the daily spend based on the ad’s performance. 

Use lifetime budgets if:

• You have a defined promotion period, e.g., Thanksgiving week.

• You want Facebook to optimize delivery across the schedule. 

• You’re more focused on the overall return on investment from the campaign rather than daily spend. 

What Facebook Ads campaign objectives are there?

Getting the best results from Facebook Ads starts with knowing your business goals. 

Are you a new or growing cleaning business trying to expand into new markets?

Or maybe you’re an established cleaning service with a new app that simplifies client interaction and wants to drive app downloads. 

Whatever the case, Facebook simplifies most business advertising goals into six objectives.

• Awareness: This is for new or growing janitorial services that want to increase their businesses’ reach, awareness, and video views.

• Traffic: Do you have a web page or landing page where you’d like potential customers to visit? Traffic is the objective you need. 

• Engagement: With this objective, your ad reaches people most likely to engage with your service, such as viewing the ad, sending a message, or clicking your call to action (CTA).

• Leads: Want to generate leads for your business? The lead objective connects you with people who are most likely willing to share their contact information. 

• App promotion: This campaign objective is ideal for cleaning services with a mobile app they’d like to promote.

• Sales: The sales objective helps you attract new clients for your cleaning service. Your ad will be shown to people who are more likely to schedule an appointment.

Facebook advertising tips & best practices for cleaning services

With 50% of cleaning businesses poised to increase sales and marketing efforts in 2025, ensuring your Facebook ads bring in results will help achieve your goals quickly. 

These tips will help you get there.

1. Target local audiences

Trade services like your cleaning business operate locally, so targeting ads at prospects within your service area is critical. 

Doing this increases your brand awareness in the area and attracts high-intent leads who are more likely to convert. 

If your cleaning service operates in multiple locations, run separate ads for each. That way, the ad’s messaging is tailored to each branch’s specific audience.   

2. Use eye-catching visuals

Cleaning services are highly visual. Think about it—if you were a customer, would you trust a cleaning agency that uses high-quality visuals in their ads or one that just throws in random photos with text overlay?

Chances are, you’d go with the one that looks more professional and organized. And it makes sense—good visuals help you see what they’re offering. 

Eye-catching visuals would help your cleaning service ad stand out in a crowded Facebook feed. This visual from Dallas Home Improvement Cleaning Services is a good example as it highlights one of their offerings and an employee at work:

To make your ads relatable and engaging: 

• Use images or videos of cleaning projects you’ve completed for other clients. 

• Include clips of employees at work or client testimonials.

• Design appealing thumbnails for videos, especially if they aren’t set to auto-play.

3. Write compelling ad copy

Your ad copy is the text that accompanies your visuals. While engaging media stops prospects mid-scroll, your copy convinces them to take action. 

It provides clarity (like what specialized cleaning services you offer) and direction (how to book). Here’s an example from  Chimney Clean Company:

It highlights their offer (a $20 discount), benefit (a prepped home for cozy nights), and direction (call now CTA).

Copy is just as important as visuals, so it’s worth being intentional about it.  If possible, hire a copywriter to write for your cleaning business. 

If not, here are a few questions to guide you in writing the copy. 

• Why should prospects choose your cleaning service?

• What makes your offering unique?

• What should viewers do next?

Also, make sure the ad copy: 

• Speaks to your audience using personal pronouns like you or your.

• Highlight the feeling they will get after using your cleaning service. Think relief, productivity, peace of mind, reduced stress, and enhanced focus.  

4. Perform A/B testing

While Facebook Ads enables precise targeting, it can still be tricky to know which ad creative, headline, or call-to-action will get the best response from your audience. 

That’s where A/B testing comes in. It helps you compare different versions of your ad by changing one element at a time—copy, image, or CTA—to see which one performs better. 

To create an A/B test on Facebook, select the A/B test button in Facebook Ads Manager. It involves duplicating your existing ad set or ad and choosing the specific variable you want to test. 

For instance, you could test two different headlines or compare a static image to a short video to see which drives more clicks or conversions. 

5. Track performance

Want to know if your ad campaign is generating leads, boosting revenue, or increasing awareness? 

Ad performance helps you measure whether your cleaning service promotion is hitting your business goals.

Facebook’s reporting tool simplifies performance tracking by allowing users to view results at both the account and individual campaign levels. 

At the account level, you get an overview of all your campaigns. You can select specific metrics—like impressions, reach, and amount spent—and choose custom dates to track. A performance chart is also available to help you analyze campaign results. 

You get granular insights at the campaign, ad set, or ad level. Here, you’ll discover different metrics like the audience's average age, where they’re viewing the ad from, and how they’re engaging. 

The point of all this data?

To help you:

• Better understand your audience. 

• Improve targeting for future campaigns.

• Ensure your next campaign resonates better with your audience. 

6. Retarget potential customers

With Facebook Ads, there’s no such thing as a lead that slipped through the cracks.

You can create retargeting campaigns focusing on warm leads from people who have interacted with your cleaning service. 

For example, you can retarget:

• Visitors who landed on your contact or booking page.

• People who filled out part of a form on your website but didn’t submit it.

• Users who interacted with your Facebook or Instagram page.

Think of it as a gentle nudge to help you stay top-of-mind and increase your chances of converting them. 

To run a retargeting campaign, you must install Facebook Pixel (a small code snippet) in your website’s code. It tracks people who engage with your cleaning service, their actions, and the ads they saw before visiting your site. 

With the pixel-generated data, you have an audience list to target.

7. Promote special offers and discounts

Discounts grab attention because they offer people a chance to save money. And if you play cards right, it can be a win-win.

For example, offering 10% off home cleaning services during Thanksgiving or Christmas celebrations can help you stand out. Many homeowners will be hosting guests over, which often means messy homes in need of cleaning. 

A well-timed discount ad eases their stress and increases your revenue, reach, and awareness in that season.

To make discount ads more effective,

Assign special offers or discounts on large offers, e.g., 10% off applies after 8 sessions. This ensures the client doesn’t get cheap services and bail.

• Create urgency with time-limited offers, encouraging prospects to take action. For example, “Get 10% off your next cleaning service. Offer ends in 36 hours!”

• Create bundle services for discounted rates. Book a standard home deep cleaning service and get a free roof cleaning. 

8. Include social proof

Your cleaning service ads will be more impactful if you include social proof like testimonials or client reviews. 

Before committing to a service, people often seek reviews from others—whether it’s asking friends about a plumber or reading online feedback about a local cleaning company. 

As a consumer, how often have you asked someone you trust if they’ve worked with a service? 

If multiple people vouch for them, you’ll likely hire them on the spot. 

Your potential clients are the same way. Add social proof to your ads—whether it’s video or written testimonials from happy clients, to tilt the scales in your favor. 

This makes the ad feel less promotional and more relatable, builds trust, and encourages people to book your cleaning services.

Over to you

Running ads on Facebook with the strategies shared in this guide will help grow your cleaning business—more leads, increased awareness, and more bookings—the whole package. 

But as your cleaning business expands, it’s crucial to manage it effectively to stay competitive and maintain a high-quality service. 

That’s what Aspire specializes in. It’s a digital platform designed to help cleaning businesses take control of their enterprise and streamline operations.

Here’s how Aspire helps: 

• Scheduling feature to assign jobs and manage projects seamlessly. 

• Job costing to monitor cleaning projects and identify the most profitable ones. 

• Equipment management to ensure materials and supplies are always available.  

Book a free demo with Aspire today, and you will see how it helps simplify your cleaning business operation.