Google Ads for Commercial Cleaning
Commercial Cleaning Google Ads Isn’t About More Leads — It’s About Contract-Fit Leads
Residential ads live and die by speed. Commercial ads live and die by trust + qualification. The decision maker isn’t always the person who fills out the form, the timeline is rarely “today,” and the real sale is often a walkthrough + scope confirmation before pricing ever gets approved.
This page is built for janitorial and commercial cleaning companies that want Google Ads to produce qualified opportunities—not endless “how much per hour?” calls that never become contracts. We focus on what actually drives approvals: the right filters, the right intake questions, and a follow-up sequence that matches how commercial buyers say yes.
Start here: Use our Commercial Lead Qualification Scorecard to rate lead fit, generate minimum filters, and build an intake form + call script your team can use immediately.
A quick commercial mindset shift
In residential, the question is: “Can you come this week?”
In commercial, the question is: “Can I trust you with this building?”
That means your Google Ads system needs: minimum filters (frequency, scope, service area), decision-maker clarity, and a follow-up process that turns interest into a walkthrough and approval.
If you’re seeing waste from mixed intent or the wrong lead types, run: https://methodcleanbiz.com/services/google-ads/google-ads-audit/
Commercial Lead Qualification Scorecard + Intake Builder
Commercial cleaning ads win when you qualify fast. This tool helps you decide if a lead is ideal, borderline, or a pass—then generates the intake fields, call questions, and follow-up sequence your team can use immediately.
Commercial reality: the goal isn’t “more leads.” It’s fewer, better leads. If a prospect can’t match your minimum contract fit, your ads are buying busywork.
Lead Details
Scope (select what’s included)
Your minimums (to filter junk)
These minimums become your recommended ad/landing qualifiers and intake form “gates.”
Results
You’ll get a Fit Rating, recommended filters, intake form fields, call questions, and a follow-up sequence.
Minimum filters to reduce junk leads
Commercial intake form blueprint
Commercial call script (8 questions)
Follow-up sequence (copy/paste)
Copy / Paste My Results
Paste into a note, doc, or hand it to your intake team.
What We Qualify (So You Don’t Waste Walkthroughs)
In commercial cleaning, the “lead” isn’t the win — the win is a walkthrough that turns into an approved scope. Qualification protects your calendar, your crews, and your CPL.
- Decision maker involvement — if the person requesting info can’t approve budget, you need a clear path to the approver.
- Frequency — contract-fit usually improves as frequency increases (and stabilizes schedules and revenue).
- Square footage (or at least a range) — you can’t price responsibly without scale.
- Scope clarity — restrooms, trash, floors, breakrooms, glass, supply restock… vague scope creates vague deals.
- After-hours requirement — it’s fine if you can service it, but it must be confirmed early.
- Distance / service area fit — far accounts can quietly destroy margins with travel time and scheduling friction.
- Start timeline — urgent requests can be great (or chaotic). You qualify the timeline so your ops can actually deliver.
Why this matters: if your tracking is wrong, you’ll “optimize” for the wrong lead types and never see it in time. Lock measurement first with: https://methodcleanbiz.com/services/google-ads/google-ads-conversion-tracking-setup/ so your commercial lead filters actually show up in the numbers.
Why Commercial Cleaning Ads Fail
Commercial Google Ads usually don’t fail because “Google doesn’t work.” They fail because the system attracts the wrong kind of demand—or can’t convert the right demand into a walkthrough and approval.
Best next step: If you suspect waste is coming from intent, geo, or tracking gaps, run the audit first: https://methodcleanbiz.com/services/google-ads/google-ads-audit/ — it’ll show you what’s leaking budget before you scale.
Minimum Filters That Protect Your CPL
Commercial ads get expensive when they attract “maybe” buyers. Your job is to turn your offer into a filter: the right people lean in, the wrong people self-select out. That’s how you protect CPL while increasing contract quality.
Minimum monthly contract
Set a baseline that makes the account worth servicing. If a prospect can’t meet your minimum, your ads are funding walkthroughs that never pencil out.
Minimum frequency
Frequency is the hidden driver of contract value. A 1x/week request often behaves like a one-time clean. A 3–5x/week request behaves like a contract.
Service area boundaries
Commercial margins die quietly in travel time. Define your coverage area and exclude the rest. The goal isn’t “more reach”—it’s operationally clean routes.
Decision maker required
If the person contacting you can’t approve budget, you’re not selling yet—you’re gathering information. Your filters should require a path to the approver before you invest heavy time.
Leakage check: If CPL is rising, don’t guess which filter to tighten. Run the audit to spot intent leakage, geo leakage, and tracking gaps: https://methodcleanbiz.com/services/google-ads/google-ads-audit/
The Intake Flow That Turns Clicks Into Walkthroughs
Commercial cleaning buyers don’t usually “buy from the ad.” They buy after a walkthrough and scope clarity. Your job is to guide the click into a qualified next step — without wasting your team’s time.
1) Ad
Lead with contract-fit language: building type, service area, minimum frequency, and trust cues. The ad should filter as much as it attracts.
2) Pre-qual form
Route clicks into a short pre-qualification form that collects what you need to price and qualify: decision maker, square footage range, frequency, scope, and start timeline.
3) Walkthrough scheduling
Convert interest into a walkthrough window. Two proposed time slots beats “When are you free?” Commercial deals move when the next step is frictionless.
4) Quote follow-up
After the walkthrough, send a recap: scope, frequency, assumptions, and next decision step. Commercial buying is risk management — clarity closes.
Build the pre-qual form the right way:
Use our quote form page as your structure baseline:
https://methodcleanbiz.com/services/website-design/quote-form/
And pull your exact intake fields from the tool above (it generates the field list + call questions + follow-up sequence).
The Follow-Up That Wins Contracts
Commercial cleaning leads don’t usually “ghost” because they weren’t interested. They stall because the decision involves risk, timing, and often more than one person. Your follow-up system should feel like a professional handoff — not a sales chase.
Response time expectations
Treat the first response like a contract audition. Aim for under 15 minutes during business hours when possible, and same-day at minimum. Fast response doesn’t “sell” — it signals reliability.
Touch 1 (Same day)
Goal: confirm decision path + schedule the walkthrough.
Send a short recap with two walkthrough time options. Ask one qualifying question if needed (frequency, scope, decision maker).
Touch 2 (Next business day)
Goal: reduce uncertainty.
Send a one-paragraph “scope snapshot” (what’s included, what’s assumed) and confirm who must approve. Commercial buyers move when it feels low-risk.
Touch 3 (48–72 hours): Close the loop
Goal: get a clear yes/no without sounding pushy.
Use simple “close the loop” messaging: “Should we keep this open, or close it out for now?” Include two next-step options (walkthrough slots or call times).
Close-the-loop template:
“Hi [Name] — quick check-in. Do you want to keep this janitorial request open, or close it out for now?
If you’d like to move forward, I can do a walkthrough on [Option A] or [Option B].”