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8 Strategies to Get More Carpet Cleaning Reviews

8 Strategies to Get More Carpet Cleaning Reviews

Carpet Cleaner Marketing Masters

8 Strategies to Get More Carpet Cleaning Reviews


As a carpet cleaning service provider, your reputation plays a vital role in attracting new customers and generating referrals. Online reviews have become the modern-day word of mouth in today’s digital age. To help you boost your carpet cleaning business and outrank your competitors, Carpet Cleaner Marketing Masters presents eight effective strategies to generate more online carpet cleaning reviews tailored explicitly to the cleaning industry.

How can I generate more leads for my carpet cleaning business?

In addition to your marketing efforts, generating online reviews is crucial for building trust and enhancing your ranking on Google. Online reviews serve as the digital currency for trust and directly impact your business’s online visibility.

Why are online reviews so important?

More carpet cleaning reviews build TRUST in your business.

While managing online reviews may seem like an additional task on top of your cleaning jobs, implementing simple strategies can help you capture more positive reviews. Let’s dive into these strategies!

1. Provide exceptional service and customer experience

Although it may sound fundamental, delivering excellent service is key to generating positive reviews. When your customers are satisfied, obtaining reviews becomes much easier.

In today’s society, meeting expectations alone is no longer enough. To exceed customer expectations, focus on details and go the extra mile. Simple gestures like promptness, clear communication about expectations, showing up in a clean, tidy uniform, and wearing shoe covers in the house can make a significant difference, especially with the younger generation.

Mitigate negative reviews.

This strategy encourages positive reviews and serves as a deterrent for negative ones. It takes at least five positive reviews to offset the impact of a single negative review. To minimize negative feedback, strive to exceed expectations in every carpet cleaning project.

Remember, it doesn’t have to be overwhelming. Small gestures and attention to detail can leave a lasting impression on your customers.

2. Claim your Online Citations

Online citations, also called online business directories, can greatly improve your online presence. These platforms allow you to showcase your business to a wider audience, attracting potential customers using these platforms and apps and building credibility with both consumers and the search engines who crawl these citation sources. Utilizing online citations is a valuable way to expand your reach and grow your business. Embrace the impact that online citations can have on your digital footprint and use them to expand your business’s reach in the online world.

What is a digital footprint?

Your digital footprint refers to the extent of your online presence on search engine results pages (SERPs). Having a website, a Facebook page, and being listed on various online directories increases the chances of customers finding your carpet cleaning business rather than your competitors.

Where to start?

Nearly every online directory provides a review feature. Diversifying the sources of your carpet cleaning reviews is crucial. For carpet cleaning service providers, we recommend starting with the following online citations:

Keep your NAP consistent

If you’re familiar with search engine optimization (SEO), you may have heard of the “NAP” acronym, which stands for Name, Address, and Phone number.

It’s crucial to maintain consistency across all your online business listings. For example, if your business address includes the word “Street,” but you are using the abbreviation “St.” on your Google Business Profile then ensure that you use the abbreviation “St.” consistently on all directories and profiles.

Why is NAP consistency important? Inconsistencies confuse Google and can lead to lower Google Maps rankings and even penalties, negatively impacting your website’s ranking and your overall local online visibility.

In summary, the easier it is for Google to index your business accurately, the higher your ranking will be.

3. Request feedback and reviews in person BEFORE leaving the job site!

This is the most effective method for acquiring new online reviews for your carpet cleaning business.

While it may seem like a basic strategy, remember that you’re asking your customers to invest time and effort into leaving a review. Their motivation is highest while you’re still on-site and diminishes significantly once you leave.

Here’s a script you can use to generate more feedback and reviews online:

  • When you are completing the job and before you pack up your equipment, approach your customer and ask them to take a walk around to show them your results. You can give them booties to wear so they are not worried about getting damp feet or leaving marks on the freshly cleaned carpet. This is when you can ask:

“Are you satisfied with the carpet cleaning service we provided today?”

  • If the response is positive, request a review using this script:

“We’re about to finish up here, but before we do, I’d like to ask a favor.

Our business relies on our reputation. Positive reviews help us feed our families and keep our phones ringing.

If you have a few minutes to spare, could you please leave us an online review?

I can send you a text right now with a link to leave the review if you’re interested!”

  • IMPORTANT NOTE: Do not incentivize your customer to leave a specific rating, incentivizing customers for their review is against Google and most other directories’ terms of service, and businesses who have been caught doing this in the past have been penalized and some have been permanently banned from Google Maps. Instead, you can offer to compensate them for their time with a small discount off their bill – but in most instances, simply asking then and sending them a link will be enough to get the customers willing to write a review to do so.

4. Utilize emails to capture new reviews

Always request their email address and phone number when acquiring a new customer. This information will enable you to request reviews once the job is complete.

Some customers may not be available to leave a review on-site, or you may not have access to the decision-maker. In such cases, the following strategies can be effective:

  • Requesting the customer’s “feedback” through a short feedback survey sent from the owner or general manager is a great way to elicit comments and know what your customers are truly feeling about your service, your staff and your business.
  • Offering to enter them into your monthly Feedback Content drawing can also help entice more input.

With our agencies carpet cleaning clients, we find that they will get between 50% and 70% of their customers will complete a private feedback survey where about a max of 15% to 20% will provide an online review – so requesting “feedback” is a great strategy to combine with your online review request process.

  • When asking in the house or in your follow-up, prioritize requesting reviews for your most prominent online directories. We have found that the ideal mix is to get 70% of your reviews on Google Business Profile, 20% on Facebook, and 10% elsewhere such as your Better Business Bureau listing, Yelp listing etc.   This mix of review sources can significantly impact your organic/local search engine rankings.
  • Some people choose to “cherry pick” and will only request reviews from customers they are sure had a positive experience and are likely to leave a favorable review. Obviously, this will not only limit the number of reviews you may be able to get, but any unhappy customers will often still go around and leave you negative reviews on Google and elsewhere.

This is why we prefer to ask for their “feedback” first and then follow up with a review request afterward. This way you can mitigate any concerns that may crop up after the job is done have a chance to turn any complaint or concern around, and as a result, have a raving fan vs a negative review.

  • Personalize your request for carpet cleaning reviews by using the customer’s first name and mentioning a specific aspect of their project. For example, you could say, “By the way, I loved the choice of colors you made for the carpets!”
  • Use subject lines like “BIG Favor” to express your gratitude and acknowledge the effort required on their part.
  • Include direct links to your online profile to make it as convenient as possible for customers to leave a review.
  • Follow up with a text message if they haven’t responded to your email request after a few days, follow up with a text message.

5. Ask past customers to leave a review

It’s never too late to ask for a review. Every review matters, so even if it’s been a year since you served a customer, it’s worth reaching out to them. Typically, customers remember their carpet cleaning experiences, particularly if the project was significant and the results were great.

To approach this effectively, allocate time to create a spreadsheet of your past customers and reach out to them via phone calls, text messages, and emails. Always personalize your request!  Again, sending over a “feedback survey” first with the offer of entering them into your Feedback Contest, is a great way to reach out and let them know you are always looking for ways to improve your services and service delivery. Those who provide positive input to your survey can be approached and asked to leave an online review as well.

6. Respond to every online review

Monitoring your online reviews is essential—both positive and negative ones. Always respond to reviews with a comment.

Why is responding to reviews important?

Engagement is a ranking factor, and responding promptly allows you to address any negative reviews that may arise.

Whether positive or negative, responding to each review demonstrates your commitment to your customers. It shows that you appreciate positive feedback and are willing to address concerns raised in negative reviews. Promptly offering solutions to make customers happy is the best way to build trust.

7. Showcase reviews on your website

Leverage the power of reviews by featuring them on your website and social media platforms. Testimonials help establish trust and inform potential customers that you are a legitimate carpet-cleaning business that values its clients. But don’t just show static, curated reviews in a slider on your homepage, it’s obvious to the visitor that you have just picked a couple of your best comments from over the years, and it may not accurately reflect what people are saying about you right now. 

It’s better to use a plugin or tool that streams your live, current reviews from Google, Facebook, Yelp, and other sites, so your website visitors can click on the review and be taken directly to see it live on the review site.

Improve onsite SEO with reviews

While you may not consider testimonials as content, search engines consider them valuable. Google, in particular, values reviews as a key local search engine ranking factor.

Include schema tags

Schema tags are snippets of code that provide information about a review, such as the rating, comment, and reviewer, to Google.

Why are schema tags important? You may have noticed rating stars in organic search results. These stars are included through the use of schema tags. They provide instant visual feedback and increase your click-through rate (CTR), which is a critical factor in organic rankings.

While various resources are available to help you generate and implement schema tags manually, we recommend using the Schema WordPress plugin. It’s user-friendly and doesn’t require coding experience.

Schema: WordPress Plugin


Don’t forget to include a call-to-action button on your website, encouraging visitors to leave a review. The more opportunities you provide, the higher the chances of capturing new reviews for your carpet cleaning business.

8. Automate review capture Work smarter, not harder.
Automation is your ally.

Whether you have a backlog of customers or simply manage a high volume of jobs, automating the review capture process can be a game-changer. We have our own enterprise level solution specifically designed to help you automate this entire strategy.

Text Message & Email Review Requests

While emails are effective for reaching out to past customers, using text messages yields a higher review capture rate for new customers. We recommend using our proprietary tool, RepIgnition™ which includes both text message and email campaign automations to request feedback and reviews from every job you or your technicians complete!

Looking for a hands-off solution

As a carpet cleaning business owner, you understand the value of word-of-mouth referrals. The same concept applies online. By leveraging the visual feedback of online carpet cleaning reviews, you can generate more leads for your carpet cleaning business.

To capture more leads through online reviews, schedule a free strategy call with Carpet Cleaner Marketing Masters today!

Building a strong online reputation through reviews is crucial in the carpet cleaning industry. Implementing these strategies will help you generate more reviews, enhance your online presence, and attract more customers. Start implementing these strategies today and watch your carpet cleaning business thrive!

Contact Carpet Cleaner Marketing Masters for expert guidance tailored to your carpet cleaning business’s unique needs.

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

More Carpet Cleaning Marketing Resources

Google Ads for Carpet Cleaners: The Ultimate Guide

Google Ads for Carpet Cleaners: The Ultimate Guide

Carpet Cleaner Marketing Masters

Google Ads for Carpet Cleaners: The Ultimate Guide


Take a moment to think about how you search for information online. Do you rely on social media recommendations, or do you, like over 90% of the population, start your search on Google?

If you’re like the majority of your customers, you probably type a few words into Google’s search bar and hit Enter. But which words do your customers use to find your carpet cleaning business? Why do they choose those words? And how can you target those customers effectively?

This comprehensive guide will explore how to use Google Ads for carpet cleaners and residential cleaning businesses to reach your target audience online.

What is Google Ads?

Google Ads (formerly Google AdWords) is an advertising platform that operates with Google’s search engine. It requires experience, judgment, and understanding. Let’s begin by answering the core questions: What is Google Ads, and how does it work?

First, it’s important to differentiate between Search Ads and Display Ads.

Google Search Ads (Text)

Google Search Ads appear above the organic search results in Google’s search engine results pages (SERPs). They enable businesses like yours to connect with consumers who are actively seeking information. These ads are often referred to as “pull marketing” because they attract consumers toward your business.

Google Display Ads (Image + Text)

Google Display Ads are shown on websites that participate in the Google Display Network. This form of marketing, known as “push marketing,” targets customers as they browse the web. It serves as a reminder, pushing them back to your website and encouraging them to engage with your carpet cleaning services.

Which One is Right For You?

While there are other types of Google Ads, such as Video and Apps, for carpet cleaning businesses, we recommend focusing on Search and Display Ads. Why? Because these are the two types that yield the best results in this industry.

We suggest allocating 100% of your advertising budget to Search Ads (not to be confused with Dynamic Search Ads). After a few months of driving traffic to your website, you can incorporate Display Ads to further attract and engage potential customers.

How Google Ads Works

Google Ads operates on a pay-per-click (PPC) model. In other words, you are charged each time someone clicks on your ad. Advertisers define their target demographics, such as “homeowners in need of carpet cleaning services,” and bid on keywords they believe their customers will use to find their business. Popular keywords tend to be more expensive to advertise on.

The Principles of PPC Advertising

Click-Through Rate

For Google, click-through rate (CTR) is a crucial metric. CTR represents the percentage of viewers who click on an ad. A high CTR indicates that the ad is relevant and effectively entices your audience to visit your website. Ads with a high CTR will have increased Quality Scores, leading to lower costs per conversion.

Conversion Rate

To profit from Google Ads, users need to click on your ad and contact your carpet cleaning business, converting it into leads. Conversion Rate reflects the number of users who click on your ad and complete a specific action, such as requesting an estimate or scheduling a service. Google Ads provides reporting and analytics to track conversion rates. Identify the best-performing ads and replace underperforming ones to achieve optimal results.

Keyword Research: Key to Success

What Are Keywords?

Placing your ads in front of the right audience is essential for running a successful Google Ads campaign. How can you achieve this?

Put yourself in your customers’ shoes. Keywords help Google understand search intent, which is closely tied to buyer intent. Which keywords do you think your customers use when searching for carpet cleaning services? Are they searching for “residential carpet cleaning” or “carpet cleaner near me”? Understanding these keywords will help you target the right audience and ignore irrelevant ones.

Choosing the Right Keywords

Consider your ideal customer profile (ICP) and use the language they would use. Common keywords often have high competition. Think of specific keywords that differentiate your carpet cleaning business from your competitors when they appear in search results.

For example, if you specialize in eco-friendly carpet cleaning services, targeting the key phrase “eco-friendly carpet cleaner in INSERT CITY NAME” will help focus your ads. The more targeted your advertising campaign is, the better results you can expect.

To assist with keyword research, we recommend utilizing Google Trends to compare search volume and identify terms that are likely to generate new leads for your carpet cleaning business. A common strategy is allocating a core set of main keywords for most of your advertising budget while continuously testing new keywords each month. Use Google Ads’ reporting tools to evaluate the success of your advertising campaigns and the performance of your target keywords.

Using Google Ads for Carpet Cleaners The Right Way

Understand Your Customer

Boost your conversion rate by understanding what your customers need, want, and expect from your carpet cleaning business. Are they looking for a quick spot treatment or a comprehensive deep cleaning? Analyzing their keyword choices provides insight into their mindset and enables you to tailor your Google Ads and landing pages to meet their specific needs. Avoid using generic ads; create separate ads for each keyword. For optimal results, link each ad to a relevant, dedicated landing page on your website that aligns with the ad’s content.

Set a Daily Advertising Budget

If you’re new to Google Ads, it’s important to avoid overspending. Set a daily budget based on what you can comfortably afford. In the carpet cleaning industry, a single click can cost between $4.00 and $20.00. Based on our experience, we recommend a daily budget of $35 to $55 for target audiences within a population of under 1 million.

Craft Compelling Ads

Headings and descriptions are your primary tools for attracting clicks for Google Search Ads. At the time of writing this article, you have a total of 810 characters to work with.

To make the most of these characteristics, describe your carpet cleaning business effectively. Incorporate your target keywords into both headings and descriptions. Google Ads currently offers 15 headings and four description fields—use all of them.

Include a strong call-to-action (CTA) and highlight unique selling points, such as “Eco-friendly cleaning solutions” or “Certified and Insured technicians”.

And be sure to take advantage of all relevant Google Ads Extensions, such as Sitelinks, Callouts, and Locations – these add-ons will make your add take up more space on the page, giving you more real estate to be seen by the searcher.

Convert Clicks into Leads

Once a consumer clicks on your ad, providing them with a seamless experience is crucial. Why? Because that’s what turns traffic into leads.

Consider this: If someone clicks on an ad for carpet cleaning services, which do you think would yield better conversion: landing on your websites general homepage or landing on a dedicated page specifically about carpet cleaning with specific CTA’s for that? The answer is the latter.

A well-optimized landing page plays a critical role in a successful paid search campaign. It should be designed to convert traffic into leads. After thousands of A/B split tests and hundreds of thousands of dollars in ad spends, we can certainly provide you with in-depth information on the features and psychology that goes into a great, high-converting landing page… so give us a call.

Integrate Google Ads into a Comprehensive Strategy

The keywords you choose and the strategies you implement with Google Ads should complement your existing marketing efforts, such as Search Engine Optimization (SEO) and Email Marketing. For optimal results, incorporate the same keywords used in your Google Ads campaigns into your blog posts, emails, and social media content to strengthen your website’s authority.

Remember, running Google Ads should always be part of a broader digital marketing strategy. It should serve as the starting point of your sales funnel rather than a standalone strategy. When someone clicks on your advertisement, they initiate a conversation with your business. While immediate results from an ad campaign can be satisfying, some consumers may require time to evaluate and commit to your services.

Monitor Your Results

When running a Google Ads campaign, measuring your Return on Ad Spend (ROAS) is essential. Similar to Return on Investment (ROI), ROAS evaluates the effectiveness of your advertising campaigns.

ROAS = Total Revenue Generated / Total Marketing Costs

A good target ROAS is anything over 5. In other words, for every $1 you spend on advertising, you should aim to generate $5 in return. We recommend waiting until your campaign has generated at least 30 conversions or has been running for a minimum of 60 days before assessing the results. Keep a close eye on metrics like Click-Through Rate (CTR) and ROAS (or “Conv. value/cost” in Google Ads).

Create a Comprehensive Digital Marketing Strategy with Carpet Cleaner Marketing Masters

PPC marketing may initially seem complex, but it can be a cost-effective method to grow your carpet cleaning business. Understanding how Google Ads works is just the first step in establishing a long-term inbound marketing strategy that generates leads.

Before investing in online advertising, consider scheduling a free strategy call with Carpet Cleaner Marketing Masters. Our team can provide guidance on how to dominate your local market with effective Google Ads campaigns. We offer bulletproof strategies tailored to the needs of your carpet cleaning business.

Remember, successful digital marketing extends beyond Google Ads. It involves integrating various SEO, email marketing, and social media channels to maximize your online presence and attract customers. Carpet Cleaner Marketing Masters can help you develop a comprehensive strategy combining the power of Google Ads and other proven marketing techniques.

Contact us today to take the first step towards growing your carpet cleaning business and achieving long-term success in the digital landscape.

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

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How to Estimate a Commercial Carpet Cleaning Job

How to Estimate a Commercial Carpet Cleaning Job

Carpet Cleaner Marketing Masters

How to Estimate a Commercial Carpet Cleaning Job


Estimating the cost of a carpet cleaning job can be challenging for home cleaning service providers. In this article, we will delve into the process of estimating commercial carpet cleaning projects and provide valuable insights on how to secure those cleaning jobs once your estimate is delivered.

Let’s explore the world of commercial carpet cleaning estimates and discover the key factors to consider.

Factors to Consider in Commercial Carpet Cleaning Estimates

The price estimates for commercial carpet cleaning projects can vary significantly, depending on several factors that must be taken into account by cleaning service providers. Here are four essential criteria that every reputable carpet cleaning company should consider before providing a commercial carpet cleaning estimate:

Determining the Quantity and Type of Cleaning Products Needed

The overall cost of a carpet cleaning project is heavily influenced by the amount of cleaning materials required to complete the job. To provide an accurate cost estimate, assessing how much cleaning solution will be needed to thoroughly clean and protect the carpets in the interior spaces is crucial.

Consider the following questions when estimating costs:

  • What is the total area of the commercial building that needs carpet cleaning?
  • Will multiple cleaning passes be necessary to achieve satisfactory results?
  • Are there specific types of carpets or stains that require specialized cleaning solutions?
  • Does the carpet require any additional treatments or protective coatings?

Addressing Preparatory Tasks and Potential Challenges

Commercial properties often present various imperfections and obstacles that can add time and labor costs to a carpet cleaning project. It is essential to account for these factors during the estimation process.

Most commercial carpet cleaning projects involve significant preparation work, such as:

  • Identifying and addressing carpet imperfections and damages.
  • Protecting furniture and/or moving furniture during the cleaning process.
  • Dealing with textured or heavily soiled carpets that require extra attention.

More extensive preparation work will increase the labor cost and possibly the amount of supplies needed, ultimately impacting the final commercial carpet cleaning estimate.

Effective Negotiation Strategies

Commercial property owners are always looking to save money, and as a professional carpet cleaner, you can offer various strategies to accommodate their budget. Consider the following negotiation techniques:

  • Offer a free estimate regardless of the commercial property size to attract potential clients.
  • Provide options for different grades of cleaning products, including mid and high-quality alternatives.
  • Utilize pricing psychology by quoting three tiers of cleaning services, a basic clean, a more advanced cleaning, and an option with all the bells and whistles.

Calculating the Cost per Square Foot

Determining the amount of cleaning solution and labor required can be simplified by calculating the cost per square foot. The larger the carpeted area, the longer the cleaning process will take, and the more cleaning solution will be needed.

Pro Tip: Remember that commercial carpet cleaning projects usually have a lower cost per square foot than residential spaces, so avoid using the same formula for both types of jobs.

Bidding for Commercial Carpet Cleaning Jobs

Consider the Estimate in Terms of Hours

Estimating the duration of a large commercial carpet cleaning project is not always straightforward, but it is essential to account for it when providing an estimate. Instead of relying solely on the cost per square foot, consider estimating the labor costs per room or section of the building. This approach provides a more accurate estimate of both the cost and the duration of the project, allowing you to better plan and schedule your services.

Pro Tip: To accommodate the business hours of your clients, offer to complete projects during off-hours, which can be a compelling selling point.

Account for Inflated Costs

The cost of carpet cleaning materials has significantly increased due to the impact of the global COVID-19 pandemic. Many costs have soared, and the prices of essential equipment, such as cleaning solutions, brushes, and other supplies, have also risen. As a result, commercial carpet cleaning bids are currently higher than ever before.

It’s important to remember that contractors are adjusting their prices to cover the increased overhead costs. While new carpet cleaning companies may be hesitant to increase their rates, most prospects will understand the need to account for the rising material costs and will look beyond the price tag.

Don’t Hesitate to Decline a Commercial Carpet Cleaning Project

Many cleaning service providers are tempted to accept any offer for commercial carpet cleaning projects simply because they involve a significant amount of square footage and promise a substantial paycheck. However, bidding for projects solely based on their size can sometimes do more harm than good. This is particularly true for new business owners who may not have clear and specific requirements.

If a client’s demands are too demanding or vague, it’s advisable to refrain from taking on the project. This helps avoid potential misunderstandings and ensures that you can focus on delivering high-quality services to clients with clear expectations.

Calculating a Commercial Carpet Cleaning Estimate

Estimating the amount of cleaning solution and materials required for a commercial carpet cleaning job, as well as the associated costs, can be challenging. To simplify the process, break it down into smaller, manageable steps.

Start by determining the cost of your supplies:

  • How much does one gallon of pre-spray and/or cleaning solution cost for this project?

Next, consider the materials you’ll need:

  • How many cleaning supplies, spotters, and other equipment will be required?
  • How long do the brushes, skids, sprayers, and other items typically last during a large carpet cleaning project?

Carpet Coverage Estimates

  • One gallon of pre-spray: Covers approximately 250 to 400 square feet
  • Average coverage: 325 square feet

Carpet Calculation for Interior/Exterior Cleaning

Total square footage of carpeted area / square footage covered per gallon = total gallons of cleaning solution needed

For example: If the carpeted area is 20,000 square feet and the coverage per gallon of pre-spray solution is 325 square feet, the calculation would be as follows:

20,000 sq.ft / 325 sq.ft = 61.54 gallons (round up to 62 gallons for safety)

Total square footage of carpeted area / average square footage per hour your crew cleans = total amount of crew hours needed.  Multiply that by the hourly rate of your crew (and add on 1 to 2 hrs for setup and teardown), and you have your approximate labor costs. For example:

20,000 sq.ft / 1000 sq.ft/hr = 20 hrs X $70/hr (crew of 2 inc. payroll tx) = $1,400

Remember to account for multiple cleaning passes on carpets that have not been maintained on a regular schedule. Depending on the condition, location, and color of the carpets, in heavily soiled or neglected areas it’s advisable to plan for at least 2-3 cleaning passes.

Keep track of your material costs, labor costs, and the size of each project. With sufficient data, you can calculate your estimates by multiplying a fixed percentage by the total job cost.

For example: If your material and labor costs amount to $1,700, divide that by 0.7 to get a rough estimate of $2,500. You can adjust these numbers based on the square footage alone to fine-tune your future estimates.

Closing Your Commercial Carpet Cleaning Leads

Calculating the total square footage, material and labor costs, and estimating the required preparation time are crucial aspects of the carpet cleaning process. However, successfully converting leads into clients requires additional effort.

Demonstrate Your Expertise and Excellence

Most business owners consider multiple carpet cleaning service providers before making a decision. To stand out from the competition, you need to prove that your company is the best choice. During the initial consultation, implement the following strategies:

  • Prequalify your carpet cleaning leads to focus on projects that align with your expertise and capabilities.
  • Make a positive first impression by arriving on time and dressing professionally.
  • Showcase pictures and/or videos of high-quality work in buildings with similar square footage.
  • Provide testimonials from satisfied clients, and consider offering references so prospects can directly inquire about your service quality.

It looks more professional when you use a custom quoting form, you take measurements of the total square footage to be cleaned, you test and rate the spots and traffic lanes (brownie points if you are using your own company-branded spotter and a nice white towel), you note down areas of concerns, wear, and damage – and let the prospect know you will take the information back to your office, crunch the numbers and provide a formal quote package with option in 1 to 2 days.

Provide an Attractive Proposal

After providing the estimate, it’s crucial to follow up with a detailed and attractive proposal. The proposal should outline the scope of work, the timeline, the cost breakdown, and any additional services or benefits you offer.

A well-crafted proposal can help instill confidence in your potential clients and make them more likely to choose your carpet cleaning services over competitors.

Offer Flexible Scheduling

Commercial clients often have specific time constraints and preferences when it comes to scheduling carpet cleaning. To increase your chances of closing the deal, be flexible and accommodating with your scheduling options.

Unless it is a commercial business that regularly takes a specific day of the week off, you will need to offer evening or weekend appointments to minimize disruption to their business operations. Your level of flexibility around the hours you have crews available can make your services more appealing and increase the likelihood of securing the job.

Stay in Touch and Follow Up

Even if you don’t close the deal during the initial estimate or proposal stage, staying in touch with your potential clients is essential. Regularly follow up with them to remind them of your services and maintain a presence in their decision-making process.

Phone calls, text messages, and emails can all be effective ways to stay on their radar. Additionally, following up allows you to address any questions or concerns they may have and provide further information to help them make an informed decision.


Estimating and closing commercial carpet cleaning jobs requires careful consideration of factors such as material costs, labor, square footage, and client preferences. By accurately estimating the scope of work and providing detailed proposals, you can increase your chances of securing commercial carpet cleaning projects.

Additionally, showcasing your expertise, offering flexible scheduling, and maintaining regular communication with potential clients can help you stand out from the competition and win more jobs.

Learn More with Carpet Cleaning Marketing Masters

Carpet Cleaning Marketing Masters is an agency dedicated to helping professional carpet cleaning companies enhance their digital presence, generate quality leads, and close more jobs.

Rather than relying on generalized advice from marketers who may not fully understand the industry, partnering with a specialized agency like Carpet Cleaning Marketing Masters can provide tailored strategies and solutions specific to the carpet cleaning business.

Contact Carpet Cleaning Marketing Masters today to explore how they can assist in generating consistent and high-quality leads for your carpet cleaning company.

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

More Carpet Cleaning Marketing Resources

Carpet Cleaning Leads: Effective Inbound Marketing Strategies

Carpet Cleaning Leads: Effective Inbound Marketing Strategies

Carpet Cleaner Marketing Masters

Carpet Cleaning Leads: Effective Inbound Marketing Strategies


Inbound marketing aims to sow the seeds of trust and reputation among your target audience. By employing effective inbound marketing strategies, you can attract high-quality carpet cleaning leads and over time, reduce your reliance on advertising expenses.

Wouldn’t it be amazing to generate new business without spending a single penny on advertisements? Here’s how you can achieve that:

inbound marketing strategies for carpet cleaners

Understanding Inbound Marketing Strategies for Carpet Cleaning Services

Inbound marketing is a practical and organic approach to drive traffic and potential customers to your carpet cleaning business. While many marketing strategies aspire to achieve this goal, conventional outbound marketing relies on direct advertising to sell products or services.

In contrast, inbound marketing focuses on creating valuable content and messaging that builds trust with your audience. This trust encourages them to seek your services when they are ready to hire a carpet cleaning provider. Inbound marketing is often referred to as passive marketing or brand building, and it encompasses various channels such as websites and social media platforms. Here are some of the latest stats on why inbound marketing can be so effective.

Benefits of Inbound Marketing for Carpet Cleaning Lead Generation

Inbound marketing offers several advantages over outbound marketing:

  1. Cost-effectiveness: Inbound marketing is more affordable compared to traditional outbound marketing methods.
  2. Trust and authority: By consistently delivering valuable content, you can build trust and establish your carpet cleaning business as an authority in the industry.
  3. High-quality leads: Inbound marketing attracts leads who are genuinely interested in your carpet cleaning services, resulting in higher conversion rates.

Implementing inbound marketing strategies will help you generate repaint leads and foster long-term business growth and reputation in your local market. Think of inbound marketing as the “word-of-mouth” strategy on steroids. It’s recommended to utilize multiple inbound strategies, as discussed below, to maximize results.

Putting Inbound Marketing into Action

To better grasp the concept of inbound marketing, let’s draw an example from another industry:

Imagine you’re in the market for a new car. You extensively search the internet, looking for the perfect make, model, and year that align with your needs and budget. Amidst the flood of ads from various auto companies, none truly resonate with your requirements. However, while browsing your favorite environmental blog, you stumble upon an article discussing BMW’s new model, highlighting sustainable technology. Intrigued, you visit BMW’s website and ultimately make a purchase decision based on the information you found.

This hypothetical scenario exemplifies the power of public relations in an inbound marketing strategy. Instead of demanding your prospect’s attention through flashy ads, focus on creating valuable content that addresses their pain points.

Inbound vs Outbound Marketing for Carpet Cleaning

Outbound marketing relies on direct engagement to pitch products or services, such as online ads, cold calling, or direct mail marketing. While outbound marketing can be useful for new carpet cleaning companies or filling gaps in your schedule, there are more effective approaches for building a reliable, long-term lead generation strategy.

In contrast, inbound marketing caters to your prospects’ wants and needs by delivering content that directly or indirectly solves their problems. This very blog post you’re reading is an example of inbound marketing in action.

Now, let’s delve into the best inbound repaint lead generation strategies for your carpet cleaning business.

Inbound Marketing: Lead Generation Strategies for Carpet Cleaners

Developing a high-quality, well-optimized website for your carpet cleaning company is the most valuable investment you can make to enhance your inbound repaint lead generation. Creating a website that converts isn’t solely about the visual appeal but also involves optimizing for conversions and search engine visibility.

To ensure your carpet cleaning website is performing optimally, consider the following steps:

  1. Perform a thorough website scan: Identify and resolve any issues affecting your website’s organic rankings on search engines like Google.
  2. Utilize free tools: Take advantage of the free tools available to assist you in optimizing your website for search engines and conversions.

Organic Social Media Engagement

Social media platforms are valuable tools for inbound marketing and acquiring new carpet-cleaning leads. With billions of active users in the US and Canada alone, social networks provide an opportunity to build trust and credibility among those researching your business.

While organic social media posts (those that don’t require advertising) may have a limited reach, they can still contribute significantly to building trust with your audience. Each social media platform requires a different organic strategy, but the underlying goal remains the same—establishing trust and authority.

The best part is that developing an effective social media marketing strategy doesn’t require excessive effort. Consistent weekly or monthly posts on your social profiles can significantly impact you.

To develop a solid social media inbound marketing strategy specifically for your carpet cleaning business, check out the following training: The Ultimate Blueprint for Social Media Success for Carpet Cleaners


Online Reviews and Customer Testimonials

Before investing excessive time and energy in acquiring new customers, leverage the ones you have already served. Online reviews are vital in Google Local Search rankings and influence decision-making. Potential customers will likely obtain multiple estimates from your competitors, making positive reviews a competitive advantage.

Harness the power of social proof by encouraging satisfied customers to leave reviews and testimonials for your carpet cleaning services. This can significantly enhance your reputation and attract new leads.

Guerrilla Marketing with Vehicle Graphics, Yard Signs, and More

Guerrilla marketing is a creative inbound marketing strategy that many carpet cleaning contractors often overlook due to a lack of confidence in its results. However, understanding how to implement these strategies and their underlying principles can yield a substantial return on investment.

A guerrilla marketing strategy can be as simple as placing a yard sign in front of the house you’re currently cleaning. This cost-effective approach can lead to significant wins with minimal effort.

To explore more than a DOZEN low-cost marketing strategies for generating new carpet cleaning leads, check out our comprehensive masterclass: Low-Cost Marketing Strategies For Carpet Cleaners


Focus on Inbound Marketing Strategies That Deliver Results

Whether you operate a small carpet cleaning business or a multimillion-dollar franchise, efficient scaling relies on data analysis. You need the right tools to track your inbound marketing campaigns to make informed decisions. Invest in software that monitors calls, tracks clicks and determines which campaigns yield the most closed jobs for your carpet cleaning business.

Access to this information will enable you to allocate your time and resources effectively.

Don’t Have Time to Develop an Inbound Marketing Strategy?

At Carpet Cleaner Marketing Masters, we understand your challenges as a carpet cleaning business owner. That’s why we handle the heavy lifting so you can focus on what matters—growing your business.

With over 30 years of experience both operating multiple cleaning service businesses ourselves and working with cleaning businesses, we possess the expertise to secure your return on investment FAST. Unlike other agencies, we serve only cleaning companies, and know exactly how to ensure maximum results. Contact us today and discover how we can help scale your carpet cleaning business.

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

More Carpet Cleaning Marketing Resources

Marketing for Carpet Cleaners: 7 Website Tips for 2023

Marketing for Carpet Cleaners: 7 Website Tips for 2023

Carpet Cleaner Marketing Masters

Marketing for Carpet Cleaners: 7 Website Tips for 2023


Is your carpet cleaning website ranking well on Google? Are you getting traffic but struggling to generate quality leads? It’s possible that your website is lacking essential components or not providing a great user experience, which can hinder lead generation in the competitive home cleaning service industry.

In this article, we will explore 7 crucial website elements your carpet cleaning business needs to convert online traffic into paying customers in 2023.

Let’s dive in!

Carpet Cleaning Website essentials

1. Assess Your Website Traffic

“Technical Warning: If marketing jargon confuses you, feel free to skip to our second recommendation.”

Before we delve into the elements necessary to convert traffic into high-quality leads, it’s important to understand your website’s target audience. It’s possible that your website is ranking well and attracting consistent traffic, but it might not be for the right search terms. To evaluate this, we will focus on two key performance indicators (KPIs): Traffic Source and Engagement Rate (formerly known as Bounce Rate).

Traffic Source

Why is it crucial to know which search terms are driving traffic to your carpet cleaning website?

Consider this scenario: Your website’s content is geared towards residential carpet cleaning services, but you might be ranking for a less competitive term, like commercial carpet cleaning. This means that most of your traffic is sourced from search terms that might not align with your target market.

So, how can you identify the source of your website traffic?

Google offers a free tool called Google Search Console, which provides insights into your organic search performance. For example, under the “Performance” tab, you can discover the search terms your website is ranking for (impressions) and which terms are driving the most traffic (clicks).

Note that this tool doesn’t provide historical data, so you can only analyze future traffic and search actions. Therefore, after setting up your domain in the search console, it’s recommended to wait at least 3 months to gather enough data for informed decision-making.

Engagement Rate

Now that we’ve identified the source of your organic traffic, it’s important to determine why these visitors aren’t converting into leads. The primary purpose of your website is to generate carpet cleaning leads, which usually involve a contact form or appointment booking application. If visitors aren’t engaging with these on-site elements, it can result in a low engagement rate.

First, ensure that you have Google Analytics installed on your website. Similar to Google Search Console, this tool reports on future traffic, so it might take a few months to gather sufficient data for actionable insights.

To find your engagement rate, expand the Acquisition tab and click on User Acquisition.


A healthy Engagement Rate in the carpet cleaning industry is 60% or above.

A low Engagement Rate could indicate that you’re targeting the wrong traffic or that your website has a poor user experience.

To identify which pages on your website contribute to a lower Engagement Rate, navigate to the Pages and Screens tab located under Engagement. Next, sort the Views column to display the page with the most views at the top of the list. Finally, filter the Event Count column by “user_engagement.” Since this metric is relative, compare the performance of your most visited page to the rest of your website.

If the most viewed page on your site has minimal engagement, continue reading for more actionable insights.

2. Include a Contact Form CTA on Every Page

To convert website visitors into carpet cleaning leads, it’s crucial to make it as easy as possible for customers to reach out. However, any friction in the process can lead to visitors bouncing off your website. Ideally, you should have a contact form in the sidebar or footer of every page on your website, but implementing this may require some technical skills.

As a simpler alternative, you can add a “Book a Free Quote” button at the bottom of every page. Make sure to color it in a vibrant and attention-grabbing hue, such as red, and link it to your contact page. This provides clear direction to your visitors and increases the likelihood of capturing their information.

Highlight Your Phone Number

3. Highlight Your Phone Number

Just as visitors may prefer contacting you online, some may prefer to pick up the phone and speak with you directly. Make it easy for them by prominently featuring your phone number in the header and footer of your website. Increase the font size and make it bold to ensure it catches their attention.

4. Implement a Live Chat Application

Expanding your points of contact is an effective way to convert website visitors into new carpet-cleaning leads. Live Chat features, such as Tawk, allow you to offer immediate assistance the moment someone lands on your website. Consider implementing a free chat application that enables you to monitor and respond to website visitors.

However, it’s important to note that you should ONLY utilize this feature if you or someone on your team can actively monitor the mobile app for new messages. A delayed response is one of the primary reasons potential carpet cleaning leads fail to convert into paying customers.

What we actually recommend is for businesses to utilize a Chat2TEXT feature that is integrated into a Lead Nurture and Messaging Automation CRM. This way when a lead starts a chat conversation on your website or landing pages, they instantly get an SMS message on their phone and your team gets alerted to hop into the conversation as soon as they can, but in the meantime, the lead is receiving warming messages and questions to keep them engaged and move them along the estimate and booking flow.

To learn more about Chat2TEXT and all the other amazing features in the most effective Lead Nurture CRM built for carpet cleaners and home cleaning services, check out CARPET CLEANER LEAD PRO – HERE


5. Consider Online Appointment Booking Applications

While some customers still prefer phone calls, it’s important to realize that the younger generations are learning to prefer contactless booking methods. Implementing a simple appointment booking application with automated reminders can make it easier for visitors to schedule a free “quote” and/or a convenient time for you to call them back to provide an estimate, directly while on your website without needing a call, message, or email.

Online booking apps can be highly effective in converting website visitors into carpet-cleaning leads if you understand their strengths and limitations. An example of a reliable application is Calendly, which integrates with your existing calendar to prevent double booking. It can be embedded directly on your website and automatically sends out appointment reminders, reducing cancellations.

There are also online book tools that can help a visitor directly book their cleaning appointment directly into your schedule. While this does sound very attractive and it would appear that this would cut down the need for customer service reps to take calls and book appointments, there are a few things to really consider before trying to fully automate this step of your sales and conversion funnel.

Oftentimes, unless you are positioned as one of the lower-priced, discount service providers in your local marketplace, being able to explain the type of service you provide, the guarantees you offer, and how your company differentiates itself from the low-priced, bait-n-switch providers, is critical to being able to convert more of your inbound leads into booked jobs. While your repeat clients who already know about your services and pricing may find it a convenience to grab a spot in your schedule by themselves, a new lead could easily decide they can get what they perceive as “the same services” elsewhere for cheaper, without having the right context to make an informed decision.

Another common issue with self-booking tools to consider is that you may end up with jobs scheduled on your routes that are at opposite ends of your service area, whereas with the help of a live customer service rep, the customer could have been ok in taking a different day and time that would allow you to maximize your routes.

6. Integrate Website Forms with Email Marketing

Automation can significantly reduce your workload while ensuring consistent communication with potential customers. Leverage a free email marketing provider like MailChimp to create contact forms directly within the platform and embed them on your website. Whenever a visitor submits the form, you will receive a notification, and they will be automatically added to your mailing list. The great thing about MailChimp is that it integrates with appointment booking apps like Calendly, allowing you to capture new appointments as well.

For optimal results, consider creating two email lists:

  • Leads: Add anyone who submits a form, books an appointment, or leaves their email address to this list. Nurture these leads with monthly promotions and relevant content.
  • Customers: Utilize your past customers as a referral source by offering incentives like a monetary reward for each referral or a discount on their next service. Use these emails to request reviews by including a link to your Google Business Profile.

Showcase Your Testimonials

7. Showcase Testimonials and Social Proof on Your Website

Building your online reputation is crucial for attracting potential customers. Therefore, your carpet cleaning website should feature real testimonials and social proof. Testimonials, especially those accompanied by photos of satisfied customers, create a strong connection between the services you provide and your ability to deliver exceptional results. Authentic testimonials and reviews with real stories about how your carpet cleaning services have made a positive impact will establish trust and credibility with potential customers.


Testimonials and Reviews

Most customers will leave reviews on your Google Business Profile or on social media platforms. However, if you receive positive feedback over the phone or through email, consider showcasing those testimonials on your homepage or in the footer of your website. Including before/after images with the testimonials can further enhance trust and credibility.


Social Proof

For the majority of customers who leave reviews on Google or social media, you can leverage free review embedding tools or plugins to display those reviews directly on your website. One effective plugin for WordPress is “Widget for Google Reviews.” It allows you to showcase your Google reviews and ratings, providing social proof to visitors on your website.



By implementing these 7 website tips for your carpet cleaning business, you can optimize your online presence, increase lead generation, and convert more visitors into paying customers. Remember to regularly monitor your website’s performance using tools like Google Search Console and Google Analytics to make data-driven decisions and continuously improve your website’s effectiveness.

In summary, the key website elements to focus on for marketing your carpet cleaning business in 2023 include reviewing your website traffic sources, improving engagement rates, incorporating contact forms or “Book a Free Quote” buttons on every page, prominently featuring your phone number, implementing a chat application, utilizing an online quote and estimate booking system, integrating website forms with email marketing, and showcasing testimonials and social proof. Following these tips can enhance your website’s conversion potential and drive more business for your carpet cleaning services.

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

More Carpet Cleaning Marketing Resources

The Ultimate Guide to Facebook Ads for Carpet Cleaners: Generating Quality Leads

The Ultimate Guide to Facebook Ads for Carpet Cleaners: Generating Quality Leads

Carpet Cleaner Marketing Masters

The Ultimate Guide to Facebook Ads for Carpet Cleaners: Generating Quality Leads


Unlock the Power of Facebook Ads for Your Carpet Cleaning Business

Every successful carpet cleaning business owner understands the importance of attracting new leads and generating new business. Paid advertising, particularly on social media platforms like Facebook, offers a fantastic opportunity to reach potential customers quickly and effectively.

However, what do you do when your ads, which were once generating a steady stream of carpet cleaning leads, suddenly stop producing results? If you rely on these lead channels, it can be stressful and concerning when the flow of leads dries up.

In this comprehensive guide, we’ll reveal the secrets to leveraging Facebook Ads specifically for carpet cleaners. We’ll show you how to create a high-volume lead generation system tailored to the carpet cleaning industry using social media advertising.

So, let’s dive in and explore the world of Facebook Ads for carpet cleaners!


Can Facebook Ads Generate Leads for Carpet Cleaners?

Instagram and Facebook Ads For Carpet Cleaners

Absolutely! However, achieving success with Facebook Ads for carpet cleaners requires a strategic approach and a solid understanding of the platform. The types of ads you choose, the content you create, and the visuals you use will significantly impact the performance of your campaigns on social media.

Now, let’s delve deeper into the realm of social media marketing and explore the fundamentals of Facebook Ads for carpet cleaners.


Understanding Facebook Ads for Carpet Cleaners

According to Statista, Facebook remains the leading social media network with approximately 2.93 billion active users every month. It’s a platform that attracts users of all ages, making it an excellent choice for reaching homeowners in need of carpet cleaning services.

While Facebook caters to a wide age range from 18 to 65+, Instagram, which is also owned by Meta (formerly Facebook), primarily appeals to users aged 18 to 34. Both platforms offer opportunities to target homeowners, with Instagram being particularly effective in reaching first-time home buyers.

As a carpet cleaning service provider, you hopefully have a clear understanding of your ideal customer profile (ICP). It’s crucial to identify the characteristics shared by your most valuable customers and create a persona around these demographics

Let’s explore how this knowledge can be put into action.


Harnessing the Power of Facebook Ads for Carpet Cleaners

Since the majority of Facebook and Instagram users are not actively seeking carpet cleaning services, it’s essential to employ creative strategies to capture buyer intent effectively.

“Buyer Intent (or Purchase Intent): The probability of how close a consumer is to completing a purchase of a product or service.”

Unlike paid search ads on platforms like Google Ads, where users actively search for specific services, Facebook Ads rely on user data to target potential customers. Facebook’s algorithm leverages this data and social interactions to serve relevant ads, making it an incredibly powerful tool for generating residential carpet cleaning leads on a budget.

However, it’s important to note that commercial carpet cleaning leads are better acquired through platforms like Google Ads.


Determining the Cost of Carpet Cleaning Leads on Social Media

The cost of carpet cleaning leads on social media can vary, but a good target range is between $15 to $30 per lead. To achieve optimal results, we recommend setting a daily budget between $25 to $40, which amounts to approximately $750 to $1200 per month.

The cost-per-click (CPC) is a critical factor that influences your cost-per-acquisition (CPA). Several factors can impact your CPC, including:

  • Target Audience Size: The larger your target service area, the more cost-effective your leads are likely to be.
  • Competition: Saturated markets generally have higher CPC rates.
  • Targeted Services: Specialized services such as deep stain removal may have a lower conversion rate compared to standard carpet cleaning projects.


Comparing Facebook Ads and Google Ads for Carpet Cleaners

As a carpet cleaning business owner, you may wonder whether to focus your advertising budget on Facebook Ads or Google Ads. Both platforms have their advantages and considerations. Let’s explore the pros and cons of each:


Facebook Ads: Pros and Cons

Facebook and Instagram, owned by Meta, provide excellent platforms for generating residential carpet cleaning leads at a low cost. The average CPC for a carpet cleaning lead on social media can be as low as $1, compared to $12 on Google Ads, making it an attractive option for exclusive leads at a lower cost.

One drawback of Facebook Ads is the time required to convert a lead. Unlike Google Ads, which directs traffic to a landing page for immediate conversions, it’s best to keep users within the Meta platform to maintain a low cost per lead (CPL). Currently, there is no direct way to book an appointment or estimate on Facebook or Instagram, so outreach is necessary to convert leads generated through these platforms.

Moreover, since there are no specific search queries to target on social media, you’ll need to build custom audiences over time, which can take approximately 30-60 days.

Given the lower buyer intent on social media, a healthy close ratio for carpet cleaning leads on Facebook Ads typically range between 20-45% …but we do have some clients crushing it consistently at a +60% closing rate!


Google Ads: Pros and Cons

On the other hand, Google Ads, particularly with a well-optimized landing page, offers high-quality leads but at a higher price point. The cost per booked a cleaning visit using Google Ads can range between $70 to $120. However, since you can skip the outreach step required by social ads, the higher cost may be worth it, considering the value of your time.

Google Ads also excels in generating commercial carpet cleaning leads as business-to-business (B2B) leads are generally harder to acquire through social media.

With targeted search queries, Google Ads demonstrate higher buyer intent, resulting in a healthy close ratio that can range between 40-60%.


Building a Successful Facebook Ads Campaign for Carpet Cleaners

Now that we’ve covered why and how social media ads work, let’s discuss the steps to build a successful campaign to attract new carpet-cleaning leads through Facebook and Instagram.


1. Create and Optimize Your Business Profiles

If you haven’t done so already, create Facebook and Instagram profiles for your carpet cleaning business.

  • Ensure consistency by using the same name for your Facebook Page and Instagram username.
  • Fill in all relevant information, including service areas, website, and contact details, to provide a comprehensive profile.
  • Link your Instagram account to your Facebook Page. This will ensure that anytime you post to Instagram your Facebook Page will be updated as well (two birds, one stone).


2. Set Up Business Manager and Ads Manager Accounts

To start advertising on Meta platforms, you’ll need to create two additional accounts:

  • Business Manager Account: This should be linked to your Facebook Page and Instagram accounts.
  • Ads Manager Account: Connect this account to your Business Manager account.


3. Create Engaging Facebook and Instagram Ads

With the foundational accounts in place, it’s time to focus on creating compelling ads. Meta offers various ad types, but it’s best to keep users within the platform to maximize results.

Consider using the following ad types:

  • Lead Ads: Collect user information directly on Facebook and Instagram using custom forms. Capture essential details such as name, phone number, address, and services of interest.
  • Messenger Ads: These ads trigger a new message request on Facebook, allowing for direct communication. This format is effective for job recruiting as well.

Pro Tip: Ads featuring images of human faces tend to have higher conversion rates compared to images of objects.”


4. Build Custom Audiences

During the ad creation process, you’ll be prompted to define your target audience. Building custom audiences is a crucial step in creating a successful advertising campaign that can be refined over time. Consider the following audience types on Meta platforms:

  • Demographics: Target specific information such as location, age, and gender.
  • Custom Audience: Create an audience based on user interactions with your website or business.
  • Lookalike Audience: Build an audience similar to those who have engaged with your business in the past.

For Custom Audiences and Lookalike Audiences, consider targeting the following sources:

  • Website: Add a pixel to your website to retarget website visitors on Facebook and Instagram.
  • Customer list: Create an audience from a list of your past customers.
  • Video: Run a “Video View” campaign to build an audience of users who have watched your videos.
  • Lead form: Generate an audience from users who have submitted lead generation forms.
  • Instagram account: Target users who have liked and interacted with your Instagram profile.
  • Facebook page: Target users who have liked and engaged with your Facebook Business Page.

When it comes to demographics, the following targeting options often yield good results:

  • Location: Target your service areas within a 20-mile radius.
  • Age: Focus on the age range of 25-65+.
  • Gender: Consider targeting women, as they tend to engage more with social media ads.


5. Monitor and Optimize Your Campaigns

While anyone can create and manage a social media advertising campaign with enough time and resources, successful campaigns often come from experience and continuous optimization. If you’re new to advertising, closely monitor your campaigns, especially during the initial 30 days or 30 conversions.

Once your ads are optimized, check in at least once a week to ensure that your cost-per-click (CPC) and cost-per-lead (CPL) align with your budget and desired margins. Make adjustments as needed to improve performance.


Consider Hiring a Professional

Implementing the strategies outlined in this guide can yield positive results for your carpet cleaning business. However, it’s important to acknowledge that these tasks require time, energy, and expertise.

If you find yourself lacking the resources or knowledge to manage a successful social media advertising campaign, consider hiring a professional digital marketing agency that specializes in working with carpet cleaning businesses. Agencies like Carpet Cleaner Marketing Masters can help set up and optimize your social ads, allowing you to focus on your core business activities.

In conclusion, Facebook Ads and Instagram Ads offer cost-effective ways to generate residential carpet cleaning leads. By understanding the platforms, creating engaging ads, targeting the right audience, and continuously optimizing your campaigns, you can attract new customers and grow your carpet cleaning business effectively.

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

More Carpet Cleaning Marketing Resources