Key takeaways
- The Google Ads account, its billing, its conversion tracking and its call tracking numbers should all belong to your business.
- Management for a cleaning company means separate residential and commercial campaigns, a tight negative list and budgets that follow your teams' capacity.
- A useful monthly report ties ad spend to first cleans booked and to the clients still on the schedule weeks later.
- Ask for the search terms you paid for and the changes made each month. A report of clicks alone is a warning sign.
Google Ads management for a cleaning company should fill open slots on your teams' routes with clients who stay, from an account you own. That means campaigns split between homes and offices, keywords that screen out job seekers, budgets that follow your staffing, and reporting in booked recurring clients instead of clicks and impressions.
What Google Ads management includes
Management covers everything between a search and a booked first clean, and the weekly upkeep that stops spend from leaking.
- Campaigns split by what you sell: recurring house cleaning, deep cleans, move-out cleaning and commercial janitorial, each with its own budget and landing page.
- A negative keyword list built for cleaning: jobs and hiring, supplies, DIY, other kinds of cleaning, and every specialty trade you do not offer (Google's negative keyword help).
- Ad copy written to the trigger: a move, a new baby, guests for the holidays or an office that needs a reliable crew.
- Landing pages that quote: bedrooms, bathrooms, frequency and ZIP code on residential pages; a walkthrough request on the commercial page.
- Locations drawn around your routes, with bids raised in the neighborhoods where you already clean and can add a home without adding drive time.
- Budget pacing by season and capacity, so spend rises for spring cleaning and drops when your teams are full.
- Call and booking tracking that follows a lead from the ad into Jobber, ZenMaid or your cleaning CRM.
- A weekly search terms review, with the changes logged where you can see them.
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
You should own every piece of it: the Google Ads account, the billing, the conversion actions, the tracking tag on your site and the call tracking numbers. Your agency gets access as a user. It never holds the keys.
This matters more in cleaning than in most trades, because the account's value builds up over time. Months of conversion data teach automated bidding which searches turn into households who stay. That history sits in the account. If an agency built the account under its own manager login and leaves, the history usually leaves with it, and the new account starts learning from zero.
| Asset | Who should own it | What goes wrong if they don't |
|---|---|---|
| Google Ads account and billing | Your business, on your card | You cannot see what was spent or take the account with you |
| Conversion actions | Your account (Google's conversion help) | Booked-client data disappears when you change partners |
| Call tracking numbers | Your account or your phone provider | Numbers printed on old ads stop ringing when the contract ends |
| Website tag and analytics | Your Google login | Tracking breaks the day access is removed |
| Landing pages | Your website and domain | Ads point to pages that vanish with the agency |
If you are not sure who owns yours today, open the access and security settings in Google Ads and check who is listed as an admin. If your own email is not there, ask for it before anything else.
How we report
We report in booked recurring clients, because that is the number your business runs on. Each month you see the same short set of figures, by campaign:
- Spend.
- Calls answered and forms received, with spam and job seekers removed.
- First cleans booked, matched to client records in your scheduling software.
- Clients still on the schedule after their third visit.
- Cost per recurring client, residential and commercial shown apart.
- What we changed and why: negatives added, ads tested, budgets moved.
Calls are tracked with Google's call reporting so you can see which ad or page produced them (Google's call tracking help). Clicks and impressions are available if you want them. They are never the headline. If you want to work out the numbers yourself, the cost per lead guide shows the math, and the keyword guide shows what we block on day one.
How it works
- Assess. We review your account, search terms, landing pages and tracking, and match a recent month of leads against your client list to see what actually booked.
- Prioritize. We rank the fixes by how fast they cut wasted spend or add recurring clients. Usually that means negatives and tracking first, then campaign splits, then landing pages. Each one gets a date.
- Execute. We make the changes inside your account and log each one, timed so new campaigns are settled before spring cleaning or move-out season.
- Measure. We report recurring clients and cost per client monthly, then set the next priority with you.
How VETS Growth Marketing helps
We manage Google Ads for cleaning companies as a project with outcomes and dates, not an open-ended retainer, and there is no long-term contract. The account, the billing and the tracking stay in your name from day one, so you can leave at any time with everything you paid to build. More on how we approach paid search is on our Google Ads page. Book a growth consultation and we will check who owns your account today and what it is really booking.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- About negative keywords, Google Ads Help