What does a cleaning lead cost on Google Ads in Australia?

Key facts

• Median cost per enquiry: A$58 (14 cleaning accounts, Sep 2025 – 24 Sep 2026).
• Middle half of accounts: A$44 to A$88 per enquiry.
• Median cost per click: A$12.18; median click-to-enquiry rate: 20.1%.
• Only 26% of 1,758 recorded enquiries were phone calls; 74% were forms.
• 75% of 8,531 ad clicks came from mobile phones.

Pooled across all 1,758 enquiries, total spend divided by total enquiries came to A$58. We lead with the median because the pooled figure leans toward the largest accounts.

How we measure. An enquiry is a recorded phone call or a submitted form, not a booked job. Cost per enquiry is ad spend divided by enquiries, in Australian dollars excluding GST and excluding agency fees. Each figure is the median across accounts, and ranges are the interquartile range: the middle half of accounts, from the 25th to the 75th percentile. Inclusion rule: Accounts with at least A$2,000 of spend and 20 enquiries in the window, whose conversions are at least 75% calls and forms, and whose phone calls are tracked as calls. Taps on a phone number or email link are never counted as enquiries. Duplicate accounts counted once. A vertical is published only with 5 or more qualifying accounts.

The sample mixes end-of-lease and bond cleaning, regular house cleaning, carpet and upholstery cleaning, and commercial and office cleaning. We do not split it further, because each sub-type on its own would fall below the publishing threshold.

Two differences stand out. A cleaning enquiry costs well below a plumbing or electrical one, and far fewer of them are phone calls. Cleaning is rarely an emergency. People book it around a moving date, an inspection or a regular routine, and they want a price first, so they fill in a quote form, often in the evening.

A cheaper enquiry is not automatically a better deal. A cleaning job is usually worth less than a plumbing or electrical job, and quote requests include more price shoppers. The number to manage is cost per booked clean, which needs your quote-to-booking rate alongside the benchmark.

With 74% of enquiries arriving as forms, the quote form does the job a phone call does for a plumber. Four things follow:

• The form is the sales conversation. Ask for what a quote needs: suburb, property size, bedrooms and bathrooms, carpets, the service and the date. Our guide to the property details an end-of-lease quote needs lists them.
• Speed of reply decides who wins. People often send several quote requests at once. A reply the same evening with a clear price beats a call-back the next afternoon.
• Prices and inclusions reduce wasted enquiries. A page that shows packages or starting prices and a checklist of what is included filters out people whose budget does not fit.
• Form tracking must be clean. Count a form once, on a confirmed submission, not on every visit to a thank-you page. Double counting makes cost per enquiry look better than it is.

The phone still matters. Commercial clients and urgent move-out cleans often ring, and 75% of clicks come from phones, so the number and call button belong at the top of every page. Our guide to a trade website that converts calls and forms covers both.

End-of-lease and bond cleaning is searched close to a fixed date by people who need it done. Clear packages by property size, an inclusion checklist and availability around the move-out date turn those clicks into quote requests.

Carpet and upholstery cleaning responds to specifics: the surface, the stain, pet odour, a rug or a lounge. Ads and pages that name the problem outperform a generic “carpet cleaning” message. See why carpet cleaning ads should name the surface and the problem.

Commercial and office cleaning produces fewer, larger enquiries from people comparing contracts. Expect a longer path to a site visit and a quote, and judge the account on contracts won rather than enquiry count. Our commercial cleaning site brief covers what those buyers look for.

Across all three, the same basics move a cleaning account toward the cheaper end: campaigns split by service and by the suburbs the team covers, weekly exclusion of job-seeker and DIY searches such as cleaning jobs and how-to guides, and a landing page for each service rather than the home page. That is the work on our marketing for cleaning businesses page.

These are straight divisions of budget by the benchmark range. Extra spend reaches dearer suburbs and less motivated searchers, so each additional enquiry tends to cost more, and not every enquiry becomes a booking.

We recommend a minimum of A$5,000 a month in ad spend for most businesses. For a cleaning company that is roughly 57 to 114 quote requests a month, which is also a question of capacity: can the team quote and clean that many? Our guide to how much a trade business should spend on marketing covers scaling spend to the crew you have.

Two cleaning accounts from the sample, each compared with itself over time. We publish each client's measured improvements and rates, not their enquiry counts or spend.

FacilityWorx is a business-to-business commercial cleaner on the Gold Coast. Its account was built by service and by place, ads were matched to the job searched, and searches that would never book were cut. 58% of its enquiries came by phone, a reminder that commercial buyers often want to talk before they book a site visit.

EOL Melbourne works end-of-lease and bond cleaning in Melbourne. Only 19% of its enquiries were calls, so the quote form, which asks for property size, suburb, service and date, carries the account. Its click-to-enquiry rate of 27.9% shows what a quote journey built around the move-out date can do.

For carpet and upholstery work, the Retro WC Cleaning case study covers a Melbourne business cleaning carpets, upholstery and tiles for homes and businesses. None of these results is a forecast for another business.

If your website is where quote requests stall, our website design team builds cleaning sites around the quote form, and our lead generation work connects the ads, pages, tracking and follow-up. The account set-up itself is covered on our Google Ads management page. For how quickly a new account builds, see how long Google Ads takes to get leads.

How much does a cleaning lead cost on Google Ads in Australia?

Across 14 Australian cleaning accounts managed by SoudCoh (Sep 2025 – 24 Sep 2026), the median cost per enquiry was A$58, and the middle half of accounts paid between A$44 and A$88. The sample covers end-of-lease, domestic, carpet and commercial cleaning. An enquiry is a recorded call or form; costs exclude GST and agency fees.

Why do cleaning businesses get more forms than phone calls?

Cleaning is rarely an emergency. People book around a move-out date, an inspection or a routine, and want a price first, so they send a quote request. In our cleaning accounts only 26% of enquiries were phone calls, which makes the quote form and the speed of reply the main levers on cost per booking.

How many quote requests will A$5,000 a month get a cleaning business?

Dividing A$5,000 by the cost-per-enquiry range in our cleaning benchmark gives roughly 57 to 114 enquiries a month, and about 86 at the median. It is a planning range. The service mix, suburbs, form design and how fast quotes go out all move the real figure.

Are cheaper cleaning leads better value than plumbing leads?

Not automatically. A cleaning enquiry costs less on Google Ads, but a cleaning job is usually worth less and quote requests include more price shoppers. Compare cost per booked clean against the value of the work, using your own quote-to-booking rate, rather than comparing cost per enquiry across trades.

What should a cleaning quote form ask for?

Ask for what a quote needs and nothing else: suburb, property type and size, bedrooms and bathrooms, carpets or extras, the service and the preferred date. Show inclusions or starting prices nearby so people with a mismatched budget self-select out before they submit.