Get found by neighbours first: claim and verify your Google listing as a service-area firm, fill in each section, then collect reviews from real customers using a Google link or QR code. Google says nobody can pay for a better local ranking. After that, add word-of-mouth referrals from happy homeowners and direct approaches to nearby office managers.
The five moves, in order
Most new cleaning clients come from people nearby searching on Google, people recommended by someone they trust, or offices you approach directly. Work through these in order, because each one feeds the next.
- Verify a Google Business Profile as a service-area business.
- Complete every field: services, towns covered, hours, photos.
- Request a review within a day of each finished job.
- Ask satisfied customers who else might want a cleaner.
- Contact local offices with a short, specific note.
Why your home address shouldn't be on Google
Google uses cleaning services as its own example of a service-area business: one that visits customers rather than serving them at its premises. Two rules follow from that, and getting them wrong is one of the easiest mistakes to avoid.
That brings two rules. One listing covers your whole patch, so there's no need to create a fresh one for every town or village you drive to. And if nobody turns up at your door to be served, Google wants the address taken off. For the many cleaners who run things from a spare room or the kitchen table, that means listing the postcodes you travel to and keeping the house private.
Until it's verified you can't edit the listing or talk to customers through it, so do that before anything else. Then fill it in completely; Google's advice is that full, correct details give you a better chance of appearing nearby. Photos of a gleaming kitchen or a spotless reception desk say more than any slogan. Our field-by-field profile checklist goes through every box, and fresh posts on your listing show searchers you're still trading.
Know what moves your position and what doesn't. Google names relevance, distance and popularity as the main factors, and says popularity partly reflects how many websites link to you and how many reviews you've gathered. It's equally plain that a higher place can't be requested or bought, so be wary of anyone offering to sell one.
Reviews: what's allowed and what isn't
Reviews are the part you control most. Google says you can ask customers to leave a review with a Google link or QR code, and it advises replying to reviews promptly and personally. Where cleaners get into trouble is the thank-you gift.
| Do | Don't |
|---|---|
| Ask everyone you've cleaned for | Offer a free clean for stars |
| Share your link or QR code | Only ask likely fans |
| Answer each one quickly, personally | Talk anyone out of a bad one |
| Keep the ask short | Write them yourself |
Google treats offering incentives, like free or discounted goods or services, in exchange for posting, changing or removing reviews as fake and misleading content, and its contribution policy bars merchants from offering incentives or discouraging negative reviews. A free clean for five stars breaks that rule, however friendly it feels.
Scripts to copy and adapt
These are ready to use. Swap the brackets for your own details.
| When | Message |
|---|---|
| Review request, within a day of the job | Thanks for having us today, [Name]. If you were happy with the clean, a short Google review would help a lot: [Google review link or QR]. No pressure, and thank you either way. |
| Referral ask to a happy customer | Really glad the clean worked for you. Do you know anyone else who might want the same? |
| Office outreach, line 1 | Mention one specific thing about their building or opening hours. |
| Office outreach, line 2 | Say what you do and the one service that fits, for example out-of-hours office cleaning. |
| Office outreach, line 3 | Offer a short site walk-through so you can quote accurately. |
| Office outreach, line 4 | Give one clear way to reply, such as a time for a quick call. |
| Follow-up, a week later | One sentence restating the walk-through offer. No guilt. |
The check before you hit send on any review request: it offers nothing in return, and nothing in it sounds like a reward. If you want more variations, these ChatGPT prompts built for cleaning companies will draft versions for different customers in your own tone.
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Winning office and commercial contracts
A Business Profile mostly brings in homeowners searching nearby. Commercial work rarely arrives that way; contracts with businesses tend to be won through direct approaches and tenders. Build a target list and contact a handful each week using the four-line message above.
Keep the first message short and specific. The site walk-through is the real goal, because it lets you see the space, meet the person who decides and give an accurate quote. Once you've got a few regular contracts, cleaning business software will help you keep schedules and invoices under control as the work grows.
What these tactics won't do
- A profile only brings enquiries in the area you serve, and it can't guarantee a ranking.
- Reviews build slowly and must come from real customers. Buying or rewarding them breaks Google's rules.
- Referrals only follow consistent, reliable work. No message replaces that.
- Rates, insurance and licensing rules vary by area and aren't covered here. Check those with your local authority or a qualified adviser.
Frequently asked questions
Can I use my home address on Google as a cleaner?
Not if customers never visit you there. Clear the address field and enter the towns or postcodes you travel to instead; that's what Google expects of firms working at clients' homes.
Can I offer a free clean in exchange for a review?
No. Google says offering free or discounted goods or services in exchange for reviews is fake and misleading content and is strictly prohibited. Ask every customer, offer nothing, and make it easy with a link or QR code.
Do I need a separate Google profile for each town I cover?
One is all you're allowed. A single listing should describe your entire patch, whether that's three villages or half a city.
Can I pay Google to rank higher in my area?
No. Google is explicit that money can't buy a spot in its local map listings. Put that budget into finishing the profile and earning steady feedback from real customers instead.
Should I reply to bad reviews?
Yes. Google advises responding in a timely manner, and a calm, personal reply shows other customers you take feedback seriously. Never try to stop people leaving negative reviews; Google's policy bars that.
How do I get commercial cleaning contracts?
Usually by going to them. Draw up a shortlist of offices, surgeries and gyms, send each a four-line note, offer to walk the site before quoting, and chase once after a week.
