Best Paid Advertising Platforms to Grow Your Commercial Cleaning & Janitorial Services
In today’s blog, we’ll explore the best paid advertising platforms to help commercial cleaning and janitorial services grow their client base. Whether you specialize in office cleaning, disinfecting, tile/carpet cleaning, or other specialty services, these platforms can increase your business visibility and help you attract more accounts.
Here’s what we’ll cover:
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Diverse Advertising Options: From search marketing to social media, we’ll discuss various platforms that can help you reach potential clients.
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Tailored Strategies: Different platforms work better for different audiences. Understanding your target market is key to success.
For example:
- Medical Offices: Facebook is ideal for reaching decision-makers, often women over 30.
- Property Managers: LinkedIn is great for targeting older professionals who use the platform to promote office spaces.
- YouTube: A versatile option that can engage a wide range of demographics.
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Choosing the Right Platform: To make the most of paid advertising, it’s important to tailor your strategy to your audience. Be sure to check out our guide on creating effective customer profiles to help you make informed decisions.
Let’s talk about the top paid advertising platforms to grow your cleaning business effectively!
Top 7 Paid Advertising Platforms
| Platform | Effectiveness | Cost |
|---|---|---|
| Paid Search (Google Ads) | $$$ | |
| Display Ads | $$ | |
| LinkedIn Ads | $$$ | |
| Facebook Ads (Small Biz) | $ | |
| YouTube Ads | $$ | |
| Bing Ads | $$ | |
| Local Sponsorships | $ |
1. Paid Search Marketing (Google Ads)
AdWords offers multiple products, but we’ll focus on Search Marketing, where ads appear at the top when prospects search terms like “commercial cleaning services.”
Key points to consider:
- Targeting Local Areas: Use AdWords to dominate a specific geographic area, such as a town or neighborhood.
- Foot-in-the-Door Strategy: Promote specialty services (e.g., carpet cleaning, upholstery) to land office cleaning contracts later on.
- Keyword Research: Commercial cleaning and office cleaning have solid search volume. Use the AdWords Keyword Planner to assess search volume for niche services like VCT floor stripping and waxing.
Challenges:
- Specialty services like commercial carpet cleaning and tile cleaning have low search volumes, so creativity and testing are key.
For more on targeting specific prospects, check out our page on Fast acting google ads.
2. Paid Display Advertising News Sites
Display ads appear across websites like news and business sites, reaching potential clients as they go about their daily activities. Unlike search ads, which target active searchers, display ads are more about brand awareness and visibility.
Key points to consider:
- Brand Awareness: Display ads work by putting your brand in front of prospects, even if they’re not actively looking for services at the moment.
- Account-Based Marketing (ABM): Combine display ads with direct strategies like cold calling. Display ads make prospects familiar with your brand, increasing the likelihood they’ll engage during a sales call.
- Wide Reach: Display ads can reach 10,000+ people, but you may only be targeting a few hundred. This makes it an affordable way to increase exposure.
- Measure Impact: Don’t focus solely on clicks or direct sales. Look at overall website traffic, leads, and brand awareness. Many prospects may see your ad but take action through other channels.
Facebook advertising offers a cost-effective way to target specific audiences, including managers, executives, and small business owners.
Key points to consider:
- Targeted Campaigns: Use Facebook Ads Manager to reach specific behaviors (e.g., link clickers, video watchers). Avoid relying solely on boosted posts.
- Cost-Effective: With impressions costing as low as $0.005, Facebook provides vast reach at a low cost, ideal for commercial cleaning businesses.
- PR & Marketing Boost: Even if prospects aren’t actively searching for cleaning services, repeated ad exposure builds familiarity, making other campaigns (door-to-door, phone marketing) more effective.
- Budget-Friendly: A simple budget of $5 per day can improve the effectiveness of your overall marketing strategy.
- Track Results: Evaluate both direct results (clicks, forms, sales) and overall improvements in website traffic and leads.
For more insights on leveraging social media for your business, read our guide on Facebook Ads strategies.
4. LinkedIn Ads – Targeting Medium to Large Businesses
LinkedIn offers precise targeting for commercial cleaning services, but it requires a different approach than platforms like Facebook.
Key points to consider:
- Targeting: LinkedIn allows you to target specific professionals, making it ideal for reaching decision-makers in larger businesses.
- Text Ads: Low-cost branding tool, often less than $0.01 per impression, but expect fewer clicks and direct sales.
- Sponsored Content: Promote content from your company page to increase visibility. Pair with text ads for better results.
- Cost: LinkedIn ads are more expensive, around $5–10 per click, but the platform’s credibility adds value.
- Broader Strategy: Combine ads with LinkedIn networking, messaging, and posting for best results.
For more advertising insights, check out our LinkedIn strategies guide.
5. Video Advertising – Reaching New Audiences with YouTube
Video is rapidly becoming the go-to medium for reaching younger decision-makers, and YouTube’s massive user base makes it a prime platform for commercial cleaning ads.
Key points to consider:
- Mobile-first: More prospects are consuming content via mobile, and video is quickly overtaking text.
- YouTube reach: With over 1.3 billion daily users, YouTube offers several ad options – 7, 15, 30, and extended second ads.
- Ad length strategy:
- 7-second ads: Best for retargeting people already familiar with your business (e.g., website visitors).
- 30-second ads: More effective for introducing your business to completely new prospects.
- Mix and match: Use longer ads for initial outreach, followed by shorter reminders for increased visibility.
For more ideas on using video to boost your marketing, explore our video marketing guide.
6. Niche Search Engines – Bing as an Opportunity
While Google dominates search, smaller search engines like Bing can offer a great return, especially for commercial cleaning services. Think of it as being a big fish in a smaller pond.
Key points:
- Less competition: Many competitors overlook platforms like Bing, giving you an edge.
- Cost-effective: Bing ads typically cost less, making it an affordable option.
- High-value contracts: For commercial cleaning contracts worth $5k-$100k, even one new client from Bing can make a huge difference.
- Niche focus: Ideal for services with high lifetime value, such as janitorial or office cleaning contracts.
Leverage smaller search engines for commercial cleaning services and explore how Bing can fit into your overall strategy.
7. Local Sponsorships for Commercial Cleaning Services
Local sponsorships are a powerful way to build brand awareness, especially when combined with other efforts. Here are the key points to consider:
- Target local or regional events: Sponsor local newspapers, associations, marathons, or business groups.
- Maximize engagement: Don’t just sponsor an event—actively participate by attending, making sales calls, or networking with members.
- Long-term commitment: Sponsorships are about PR and brand visibility, not immediate sales. Plan for at least 6-12 months to assess impact.
- Boost other campaigns: Use sponsorships to make direct sales campaigns like cold calling more effective by increasing brand familiarity.
Remember, sponsorships enhance your existing marketing efforts, helping you build credibility within the community.