A cleaning business can be a great way of creating a successful venture, but with so much competition out there, it is absolutely important to write compelling ads showing off what’s different about your services and convincing potential customers that you are the choice to pick over the others. In this post, we’ll be sharing proven strategies and tips for writing great ads that will bring new leads and sales for your cleaning business.
Show Your Unique Selling Points
What sets you apart from the dozens of other cleaning service providers in the area? Is your cleaning service environment-conscious, using only high-end eco-friendly products that are safe for kids and pets? Are your cleaners trained to deliver outstanding services? Do you provide special services such as deep cleaning, carpet shampooing, window washing, or post-construction clean-up?
Whatever your unique selling points may be, make sure they are emblazoned vividly in your ad copy. This will distinguish you from your competitors and encourage potential customers to go with your service over others.
Focus on the Benefits, Not Just the Features
The ad should explain what the service features are and what benefits they bring to your customers. For instance, instead of stating that “we offer cleaning services Seattle,” one could put it as “come home to a sparkling clean house without lifting a finger—so you can spend more time doing the things you love.”
It’s here that you’ll be painting a picture about how your cleaning services will make a customer’s life easier, more enjoyable, and less stressful. More time to be with their family and friends. More time to sit back and relax in a cleaner, healthier environment. Or more time to entertain their guests because their home is cleaner and neater. Use your ad copy to pinpoint the exact benefits your target customers are looking for.
Utilize Catchy Head
Your headline is the part of your ad that is most likely to be read first by potential purchasers. For this reason, it must be compelling and grab attention. If you have a specific benefit you want to stress, this is where you should do it.
For instance, instead of a vague headline like “Cleaning Services Available,” something more specific and benefit-oriented could be:
“Hate cleaning? We love it! Let us make your house sparkle.”
“The most thorough house cleaning in Austin – we promise it!”
“Eco-Friendly Cleaning Services for a Healthier Home and Planet”
“Relax on your weekends and do not spend hours cleaning up; we will do it for you!”
The key is, you need to make your headline shine and give the reason for a potential customer to want to read on.
Social Proof
Today, in a digital world, social proof is more important than ever. Modern customers look for proof that a service is tried and true before they make a buying decision. For this reason, social proof is a good idea for your ads: add customer testimonials, ratings, or other kinds.
For instance, maybe you have a really good quote from a raving customer talking about how great your cleaning service was. Or perhaps you can mention that you’re typically 4.5 stars and up on Yelp or Google, or the equivalent on other popular review websites. If you have cleaned many homes or have been in business for many years, this too gives social proof and builds trust for potential customers.
Other trust-building elements you may like to include in your advertisements are:
Badges that show you’re bonded, insured, and/or certified
Awards or recognition from industry associations or local business organizations
Guarantee of work quality or warranty (e.g., “100% satisfaction or your money back!”)
Have a Clear Call-to-Action
The key to your ad is to get potential clients to do something—visit your website, call your phone to get a free quote, or book a cleaning appointment. To that end, your ad copy should include a clear and compelling call to action.
Your CTA must be specific and actionable, and it must instill some urgency. For example:
“Book now and get 20% off your first clean!”
“555-123-4567 Call today for your free estimate”
“Visit our website to find a comprehensive list of our cleaning services with prices”
“Limited-time special offer: Free fridge cleaning with any deep cleaning package!”
Make your CTA visible with color, a different font size, or make it into a button itself. And, when you’re running online ads, make sure to link that CTA to a specifically relevant landing page on your website in order to get the best results on conversions.
Make It Local
In the event that you are targeting your ads to customers in a specific geographical area, it is important that you optimize the ads for local search—more so if you have online ads on Google Ads and Bing Ads.
Enhance local search optimization with city, state, and/or service area in ad copy. For example, instead of “Professional Cleaning Services,” use “Professional Cleaning Services in Austin, TX,” or “Serving the Greater Seattle Area”.
You can also use location-specific headlines and ad copy to make your ads more relevant to local searchers. For example:
“NYC’s Most Trusted Cleaning Service”
“Get a Sparkling Clean Home in Denver”
“Honest House Cleaning in Chicago Suburbs”
