Cleaning leads: where to buy them, and how to need fewer

Here is each common source for cleaning companies, whether you own it or rent it, how you pay and how well it fits cleaning.

For every platform's published prices side by side, including Koira's, see all lead sources compared.

Cleaning companies can buy Local Services Ads: "House cleaning services" is one of Google's eligible categories, open after screening. Local Services Ads charge for leads that relate to your business and services, never for clicks. Google says lead prices vary with your location, the job type, the type of lead and your bidding mode. It does not publish a price list.

Google counts a missed call during your business hours as a charged lead if the caller stays on the line for more than 20 seconds. Google says it assesses lead quality over a 30-day period and credits leads it finds to be poor quality, duplicate or invalid.

Ranking comes down to your bid plus profile quality: rating, number of reviews, how fast you respond, photos and the verification checks you have passed. Google recommends 5 or more reviews, and says some business types need 5 reviews to show. The full rules are on Local Services Ads for contractors; the setup guide walks through signing up.

Paid leads cost the most when everyone wants them. For cleaning that is spring cleaning season and the weeks before the holidays; in midsummer vacations and January the same budget buys more, and owned channels matter more.

Most of those customers are busy households who want someone trustworthy in their home and stay for years once they find them. The rest are property managers, vacation rental hosts and small office managers, plus people sent by realtors, property managers and move coordinators.

Angi's 2025 annual report describes its lead revenue as fees paid by pros for consumer matches, regardless of whether the pro ultimately provides the requested service. HomeAdvisor tells homeowners they will hear from up to four pros, and that their details go to the matched pros as soon as the request is processed.

You set your own lead budget on Thumbtack, and that budget decides how many leads you get; the page shows no lead prices.

Shared leads reward the fastest reply. Your customers are busy households who want someone trustworthy in their home and stay for years once they find them; reach them while they are still deciding, or the fee buys a conversation someone else already had. Compare the two biggest in Thumbtack vs Angi.

A lead price means nothing on its own for cleaning companies. What matters is what you paid for every job you actually won. Add up a month's spend on a source, divide by the cleaning jobs it booked, and put that next to what you keep on each. If a recurring weekly clean is the job you are buying leads for, use what you keep on that job, not your average ticket.

The free cost per lead vs cost per job calculator does this with your numbers and shows what a better close rate is worth. The marketing budget planner works backward from the jobs you want.

• Reviews. Ask every customer an hour after the invoice is paid. Google says offering incentives, like free or discounted goods or services, in exchange for reviews is strictly prohibited. Koira sends the ask and drafts the reply (reviews).
• A price on your site. A one-time deep clean priced from your own list, day or night, with booking on the same page (instant quotes).
• The street around each job. A spotless kitchen, which only the customer and their guests see. Koira mails cards to the homes nearby most likely to hire you (neighbor postcards).
• Referrals. From happy customers and from realtors, property managers and move coordinators (referrals).
• Repeat work. Weekly, biweekly or monthly cleaning, reminded before the season and sold on the first visit (campaigns, maintenance plans).
• Commercial buyers. A short, plain introduction to property managers, vacation rental hosts and small office managers, then a stop if they do not reply (commercial outreach).

A customer comparing cleaning companies usually books the first one who replies clearly. That is true whether the lead was free or cost money. When you cannot pick up, Koira's receptionist texts back within about a minute and offers three times from your day, so a request for deep cleans does not drift to the next house cleaner. On Grow you pay $249 a month, plus the texts, call minutes and emails at cost. See the cleaning answering service guide for live and AI options and their published prices.