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How Facebook Ads Work for Your Cleaning Business: Pt. 1

Published on March 7, 2019

This is part 1 of 3 in the series about Facebook Ads for Your Cleaning Business.

“I want to take advantage of social media, but I have no idea how to manage it for my cleaning business.”

We all use social media… or at the very least are aware of it.

But whether or not you’re active on social media is entirely irrelevant. Most of the time, your clients and leads (potential clients) are most active there. And it’s YOUR job to find and engage with them.

Traditional forms of advertising, such as door hangers and direct mail, can cost businesses hundreds… even thousands of dollars. While print advertising is by no means dead and CAN work, it does happen to be very costly. However, Facebook Ads are a fraction of that cost.

This article will teach you everything you need to know about Facebook Ads. You’ll find out about:

  • Facebook Ads finding leads for you,
  • Facebook Ads converting leads for you,
  • How Facebook Business works,
  • What makes a kickass Facebook Ad,
  • Secret surprises that’ll help you grow your cleaning business
  • And a million more things that’ll help you market your cleaning business on a budget.

Did you know you can run a Facebook Ad for as little as $5?

They’re as cheap and effective as YOU want them to be, because YOU set the budget and audiences… And this is where Facebook Ads can get a little tricky.

Here are some things you need to know about using Facebook Ads for your cleaning business:

Facebook Ads Find Leads for Your Cleaning Business

As of January 2019, there are over 2.2 billion ACTIVE Facebook users worldwide every month. And just in case you’re wondering, this why I’ll be focusing on Facebook (and not other social media ads)...

As you can see, Facebook knocks the other social media platforms out of the park. This is your golden ticket to finding and converting leads.

It only makes sense that you’d place ads where your target market is most engaging.

Picture this…

It’s a typical friday night at home. You just ate. The TV is playing in the background. You’re chilling on your coach in your pajamas.

You start scrolling through your News Feed.

You find out your old high school friend had a baby.

You keep scrolling.

You see your friend bought a new truck.

You keep scrolling.

Your best friend just tagged you in a funny dog meme, so you show the family. You comment, and then…

Keep scrolling.

All of a sudden, you stop and see an ad about a cleaning business you’ve never heard of…

What do you do?

My point for this story is:

You have to REALLY KNOW your audience.

There’s no room for guessing. You need to put yourself in the minds of your consumers.

They’re not on Facebook to see ads. They’re on Facebook to catch up with friends and family… or pass the time with some funny or interesting videos and memes.

Your leads and clients are NOT on Facebook to see you. You’re a stranger to them.

… But you don’t always have to be.

They may not be there to see you, but this is the best way to reach them and raise awareness for your cleaning business.

So you have to ask yourself this:

“How do I reach them?”

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How to Convert Leads on Facebook

But First, Let’s Talk a Little on How Facebook Business Works…

Here’s the thing. Facebook likes money. In fact, that’s their main goal… to make more of it. Therefore, they like ads. Period.

Facebook’s algorithm determines everything that pops up in your News Feed. And I mean, everything.

In a 2018 announcement, Facebook says they’re favoring everyday user experiences with friends and family over that of businesses. Regardless of whether this is truly about the user experience… or Facebook trying to make a quick buck…

What does this mean for YOU and YOUR cleaning business?

Basically, your posts are going to be that much harder for your leads and clients to see… unless it’s a paid ad. This is why it’s so important to start using Facebook Ads.

The Almighty Conversions

In order to convert your leads into clients, you need to get into the mindset of your current clients.

Before you start creating ads, you need to know:

  • What time of day are they on Facebook?
  • Why are they on facebook? (And what are some emotions they’re experiencing?)
  • What are they doing while they’re browsing?

Answer these questions, and then ask yourself: how can I put this actionable info into an actionable plan?

Once you get inside your leads’ heads, you can win the sale and convert them into clients.

What Makes an Great Cleaning Ad

Creating Facebook Ads is different than most… especially compared to newspaper ads.

Here are a few ways you can get your leads’ attention:

  • Make them an offer they can’t refuse.
  • Create an engaging ad that peaks their interest.
  • Have a strong Call-To-Action (something that tells them, “YES! I need to buy RIGHT NOW.)
  • Be responsive. Like and reply to comments. Moderate the trolls.

Just putting an ad in front of your target audience may not do the trick right away. They’re scrolling to see something that’s worth watching… that’s worth their time.

However, creating an ad about the top 10 ways to clean your shower or the “best cleaning supplies for your home” may be interesting enough for them to stop and watch… and maybe even share it.

Once you get their attention, they’ll be more open to becoming a client.

Also, don’t be alarmed if your leads don’t convert after they’ve viewed your ad for the first time. Try again!

You have to remember: you’re a stranger to them.

This is why just one Facebook Ad isn’t going to grow your business.

You may have to touch leads 2, 3, maybe even 4 times before they convert. If you only do one Facebook Ad, you might as well be throwing your money away. People need a chance to get to know you first before they commit to you.

You start out small, and then gradually ask more of your leads.

Hear how you can upsell your clients RIGHT NOW using these social media tips!

The Instagram Audience

Did you know Facebook owns Instagram?

This means you can easily reach the SAME target audience on Instagram - just by placing a Facebook Ad.

Plus, you don’t have to actually have an Instagram account to run ads on Instagram. When you place your Facebook Ad, you can also allow the ad to be viewed on Instagram using your profile pic and name from Facebook.

Upsell Your Cleaning Clients

SO… you know Facebook Ads are used to gain awareness, but did you also know they’re used to upsell your existing clients?

This goes back to that thing we talked about earlier… you need to meet your target market halfway. This means Facebook Ads.

This is why Facebook Ads are used for leads AND clients.

Newspaper ads don’t work for existing clients, because you can’t target your audience.

In other words, you don’t get to choose who sees your upsell ad. You can upload a list of your clients’ email addresses, phone numbers or locations to Facebook and match it to their profile - then run ads to that list.

Your clients may not pay attention to ads in the newspaper or the upsells you’re posting on your site… BUT they’re a lot more likely to positively respond to you on Facebook.

For the most part, your clients will be in a good, more approachable mood as they’re scrolling through pictures of their friends and family.

This is your best shot to upsell them on something good.

Though, keep in mind: creating a kickass ad means absolutely nothing, if you don’t have a great offer to back it up!

The Algorithm Workaround (For Now… )

Before we jump into using the Facebook Ads algorithm to your advantage, let’s talk about how it works…

The Facebook Ads algorithm determines the best ads to show users, while also maintaining the best user experience (so they won’t leave).

What does this mean?

They don’t choose ads based on the highest paying.

Everyone would be throwing wads of cash at them, if all it took was money to ensure your ad was seen by your target market segment.

In other words, the algorithm chooses meaningful interactions that will either spark conversation or “most enrich” the users’ lives.

This ensures that users keep using Facebook and stay on it, because they’re being benefited from it.

The Facebook algorithm holds an “auction” of sorts, where the ads that are targeting the same audiences are held against each other.

This “auction” chooses the order the ads appear in on the users’ News Feed.

It ranks the total value given to the user and positions them accordingly (first being the “auction winner”). In other words, the ads are ranked from most to least relevant.

Facebook takes 3 elements into consideration, when they determine the “total value” of an ad:

  1. Bidding,
  2. Estimated action rate
  3. And relevance (“user value”).

We don’t need to go into specifics here… but all you need to know is this: bidding too high or too low isn’t going to benefit your cleaning business.

Before setting a budget for each ad, consider your clients’ CPA (Cost per Acquisition).

Here’s a checklist for utilizing Facebook Ad’s algorithm:

  • Create an engaging ad that sparks conversations.
  • Create an ad that gives the ultimate benefit (or value) to your target market.
  • Make sure your message aligns with your target market segment.
  • Decide what action you want your users to take, and create the ad based around it.
  • Generally speaking, avoid choosing small audiences. Choose an audience between 1 and 50 million, so that Facebook has more room to determine who would best benefit from your ad (meaning bigger reach for you).

Want to expand your marketing even further than social media?

Cleaning Business Marketing with Facebook Ads

Ever heard of the marketing funnel?... Or ToFu (and I don’t mean the food)?

When you’re running Facebook Ads, you’re doing them - whether you realize it or not.

The Marketing Funnel

The marketing funnel is the process your leads go through, as they convert. It’s basically a diagram of the conversion process:

  • Awareness. Your leads know your cleaning business exists.
  • Engagement. Your leads connect with you somehow - whether it’s clicking or commenting on your ad.
  • Conversion. Your lead schedules services with you and becomes your new cleaning client.

Follow this marketing funnel in your ads. Think of it as building a new relationship. This means you’ll:

  • Awareness: Introduce your cleaning business to new leads by providing them an interesting piece of content (i.e. video, tutorial, etc.),
  • Engagement: Create a lead generation campaign to get their contact information
  • Conversion: And then give them a special offer and Call-To-Action to purchase from you.

Always remember: if something isn’t working, test ads against each other, retarget and try again! It’s the key to any successful ad campaign.

A little piece of advice from a marketer: you’ll want to set up multiple ads at the same time on a recurring, weekly basis. Until you know what works, start with 2 or 3 and work from there.


This article is essential to growing your cleaning business. If you want to grow, Facebook Ads are the #1 way.

You’ll learn:

  • Everything You Need to Know About Facebook Ads
  • How to Create a Facebook Ad
  • Marketing with Facebook Ads

As a cleaning business owner, it’s important to raise awareness for your business and increase conversions. While this is true for any business, it’s especially true for cleaning.

Even as a cleaning business owner, many of you are still cleaning houses.

This means your time is valuable… and so is your money. You need something for a tight budget that grows all by itself (or almost does).

So stop avoiding the one thing that’s going to help you grow your business.

Follow this guide, and I assure you that you’ll be that much closer to achieving your wildest dreams for your cleaning business. Facebook Ads are the answer!

Part 2: The Lightning FAST Facebook Ads Guide for Cleaners

Part 3: How to Create a Cleaning Business Facebook Ad

Alyssa Sanders

Alyssa is the Team Lead of Creative Marketing at Xplor Field Services. When she's not writing or creating content, you can find her watching a new sci-fi series or shoving her nose into a book.


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