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Many cleaning business owners in the USA dream of getting 100+ leads per month. But how? It’s simple — do what we did together with our client, Wow Now Cleaning. Promoting a cleaning business in America: tips and strategy — everything will be laid out in detail, point by point, below!
About the Project
A family business in Tampa, Florida. A team from Ukraine reached out for help developing their website. At the time we started working together, they had a domain. They even had a website, built on their own — as they say: as best they could. It should be noted that this client has excellently organized business processes, even those that are not directly related to cleaning: managers and administrators provided information promptly and accurately. Which, of course, is very important at the website creation stage.
Objectives
This is our first client in the USA who did not think in terms of quick results. In the course of our discussions, it became clear that the project is global and very interesting not only from the standpoint of local promotion in Google Maps, but also from the standpoint of building a strong brand. So, the objectives were as follows:
- To provide for in the website structure the possibility of using Wow Now clients under a franchise, which the client will roll out in other cities and other states, expanding it across the USA.
- To locally promote the GBP location in Tampa.
- To help organize and integrate the company’s business locations in other cities into the website.
How We Approached the Challenge
We had experience working in the cleaning niche both in the USA and in Europe. We took into account our previous experience and the mistakes we had encountered before. The website needed to be completely rebuilt, so we started with the structure.
Website Structure
The main problem in this niche is that business owners want to list as many of their services as possible, creating a separate page for each one. But competitor analysis and a look at the top results show that this is a big mistake. For some seemingly straightforward phrases (services, such as deep cleaning, for example), it is difficult to rank at the top if a separate page is created for that service. This type of semantics is much easier to promote if it is parked on the house cleaning page. Keep this in mind when building your own websites.
So, two structures were created with different approaches to promotion. Here they are:
Both the first and the second structure are used by the top players in the cleaning niche. The difference is that the first option is local, with a focus on promoting the primary keyword (toponym), while the second option is more regional. Each location in that structure has equal prospects for promotion. After discussing all the pros and cons, it was decided to go with the first website structure option.
Design and Theme Selection
The client provided a brand book in which a designer had developed the corporate style of the company for social media posts. This information served as the foundation for the future website design. We made minor changes to the layout and approved three types of pages: the homepage, services pages, and blog pages. The end result was the following website: Wow Now Cleaning. A screenshot of the homepage is provided below:
As the WordPress theme, we used the FixTeam theme by Ancora Themes. The client was satisfied with the result. Websites we have built on this theme have always had a high conversion rate. Which was ultimately confirmed in this case as well.
Main Promotion Activities
Promoting cleaning services in America includes the following list of main activities:
- Content generation and publishing — new blog pages
- Posting to major social networks — Facebook, LinkedIn, Instagram, Yelp, GBP
- Connecting the website and the GBP location to a data update resource — NAP (name, address, phone)
As soon as the website was uploaded to hosting — leads started coming in immediately. The primary source of traffic generation was the GBP location. And no wonder: the company had an average rating of 5 with 135 reviews, which for any city in the USA is quite a solid indicator. It is also worth noting an important detail: the company did not “inflate” its reviews. Only feedback from real clients. I’ll add on a personal note: it is always a pleasure to work with a business that treats its reputation with care. The results don’t keep you waiting.
For syncing the business with directories, the service manta.com was chosen. If you work with it — keep in mind its main drawback — it updates data very slowly (2–3 weeks or more). Nevertheless, in terms of price-to-quality ratio — it is probably among the best services in its category.
Every blog article was distributed to all social networks and major directories (such as Yelp). Here is the full list of networks that are supported and actively maintained: Facebook, Instagram, LinkedIn, Yelp, GBP, Thumbtack, TikTok, Pinterest, YouTube, X. A video is published on YouTube weekly. In this niche, Instagram performs very well. That platform is capable of generating leads.
Google Ads deserves a separate mention. And here is why: with an advertising budget of $10 per day, we were able to set it up in a way that the client was receiving between 1 and 9 leads per day! The average cost per lead was $2.50. This is despite the fact that the cost per lead in this niche in this location via Google Guarantee is approximately $40. On top of that, the leads from paid search were of high quality: 80% of them became clients. The paid search setup used the following strategy: maximum conversions with a campaign goal of — potential clients.
Results
It should be noted right away that the statistics presented here reflect the results of promoting the company over the course of one month. Seven weeks had passed since the website was uploaded to hosting. Here is the analytics data:
So, over 28 days we received 109 leads. As you can see, the headline of this case study is completely truthful. We did not make anything up or embellish anything. Although that could have been done by including the leads (calls) received directly from the local pack in the search results. Approximately 30 additional calls should have been added to that number. We intentionally do not do this, since significantly improving a location’s ranking within one month in this niche, in this location, with this budget, is difficult. But we continue to work, and perhaps at some point we will update this case study, demonstrating the company’s growth in GBP.
Conclusion
The client did not expect us to achieve results so quickly. We did not forecast it either. The project itself is very interesting from a franchise standpoint. We will continue to work on it and hope to be of service to the company’s owners for as long as possible. In any case, our views on the promotion strategy are aligned, and the plans are quite long-term.
P.S. Updated promotion results for 08.2025
Growth of approximately 40% per month. Cost per lead in paid search advertising for cleaning promotion in the USA — $11. Total number of leads — 150.
