What cleaning enquiries turn into won jobs

An enquiry is a quote form or a phone call. A won job is one the business marked as won, valued at the agreed price. These figures cover cleaning businesses that record those outcomes.

Key facts

• The typical cleaning business recorded about 1 in 5 Google Ads enquiries as won jobs. The best-converting businesses recorded about 1 in 3, and counting only enquiries resolved either way, the typical business won more than a third.
• First jobs traced to an ad were worth about 1.5× the ad spend, and about 2.1× counting all tracked won work over the same days.
• About 71% of tracked won-job revenue traced back to a Google Ads click or an ad call.
• The first won-job enquiry typically arrived within 3 days of the ads going live, and the first 14 days returned about the same as the weeks after.

Exhibit 1. From cleaning enquiry to won job

Read the return with care. It is revenue, not profit, and it counts only the first job won from each enquiry, so regular and repeat cleans add to it. The win rates are recorded outcomes to date: the lowest came from businesses that had just launched, had paused their ads, sold longer commercial contracts or left many enquiries unmarked. Recording every outcome is the first fix.

Before noon. Calls and quote forms that came in before midday became won jobs 1.4× as often as enquiries from noon onward, and the jobs they won were usually worth more. The gap held in most businesses and with any single business left out.

The money follows. Before-noon enquiries were about 41% of enquiries but brought in about 55% of won-job revenue. Matching ad spend by hour to the jobs it produced, each dollar spent before noon returned about 2× in won-job revenue against 1.1× after noon: 1.8× the return. Mornings came out ahead for most businesses, though not for the biggest spender. Clicks turned into enquiries at almost the same rate in both halves of the day, so the morning edge comes from enquiries that close more often, not from more enquiries.

Exhibit 2. Before noon and after

What to change: lean the ad schedule toward the morning, answer quote requests first thing, and check that the afternoon earns the budget it takes. A morning quote answered at lunchtime has already lost some of its edge.

The quote form. It brought in about 56% of the won-job revenue traced to Google Ads, and enquiry for enquiry it became a won job about 1.1× as often as a call, for jobs of about the same size. That held with any single business left out and with still-open enquiries removed. Across SoudCoh's wider research sample, only about 28% of cleaning enquiries from mobile phones were calls: cleaning customers write.

When the phone does ring, let the call run

Calls of three minutes or more became won jobs about 3× as often as calls under a minute, and calls over six minutes did better still. Longer calls were about 40% of calls but brought in about 67% of call revenue. Short calls still matter: calls under a minute were about a third of calls and still brought in about 13% of call revenue.

Exhibit 3. Forms, calls and call length

For a cleaning website, that makes the quote form the front door: short, on every page, asking for the property, the service and the date, with an instant acknowledgement and a fast reply. See our guide to a trade website that converts calls and forms, and our analysis of which trade phone calls turn into won jobs.

About as well as on weekdays. Weekend clicks turned into enquiries at about 0.8× the weekday rate, consistently across businesses. But the won-job revenue per ad dollar was essentially the same: about 1.5× on both weekend and weekday spend. Weekends came out ahead in more than half of the businesses that ran them.

Exhibit 4. Weekend and weekday ad spend

So keep weekend ads on if weekend quote requests get a reply by Monday morning at the latest. Trim them only if your own records show weekend enquiries going unanswered.

Cleaning revenue is spread across many mid-sized jobs. The biggest tenth of won jobs brought in about 30% of won-job revenue. In plumbing the same tenth carried about 50%, and for electricians and other home-service trades about 47%.

Exhibit 5. Share of won revenue from the biggest tenth of jobs

The typical (median) cleaning job was worth about 0.8× the average job, and the biggest job in a typical business was only about 3× its median job. For a cleaner, steady enquiry volume and a good close rate matter more than landing one big contract, so judge a campaign on how many quote requests turn into bookings, week after week.

Most of the demand is one-off searches

Over half of the won-job revenue that could be matched to a search came from searches that showed up only once. A campaign built only around the most common searches would miss much of the demand that books. Describe the services, rooms, surfaces and property types you clean in plain words on the page and in the ads, so the unusual searches still find you.

Seven changes, each tied to a finding above.

1. Answer quote requests first thing in the morning. Morning enquiries close best, and they lose their edge by lunchtime.
2. Lean the ad schedule toward the morning, and check that afternoon spend earns its share.
3. Make the quote form the front door. Short, on every page, asking for the property, the service and the date.
4. Let calls run, and book on the call. Ask about the property and the job before quoting.
5. Mark every quote won or lost, with the agreed price. Recorded outcomes are the only way to see these patterns in your own business.
6. Keep weekend ads on if weekend quote requests get a reply by Monday morning.
7. Judge the campaign on bookings week after week, not on one big contract.

This is how SoudCoh Compound runs a cleaning business's marketing: ads, the quote journey, tracked calls and forms, and follow-up run as one plan and judged on won work. See it in practice in the case studies for Homie Elite Cleaning (a quote-form-led house cleaner), Hi-Tech Deep Cleaning (morning enquiries and phone bookings) and Kleening Crew Sydney (end-of-lease cleaning by calls and quote requests), and in our marketing for cleaning businesses.

The figures come from SoudCoh's analysis of won-job records from Australian cleaning businesses running Google Ads. Each figure is an aggregate across businesses, and only businesses that record job outcomes are included.

• Enquiry: a quote form or phone call. Figures marked as traced to the ads use enquiries carrying a Google Ads click, an ad campaign tag or an ads-only phone number; imported historical records are left out of the timing figures.
• Won job: an enquiry the business marked as won.
• Won-job value: the agreed job price recorded when the job was marked won. It is revenue, not profit, and counts the first job only.
• Windows: each business is measured from its own first day of ad spend. The first 14 days are each business's own first fortnight of ads. Times are the business's local time.
• Return per ad dollar by time: Google Ads spend by hour or day, matched to won jobs from enquiries made in the same hours or days, rounded down.
• Call length: the duration of the tracked call.
• Checks: each finding was recalculated independently and tested with any single business left out. Findings that did not hold up, including several about search wording and service type, were dropped.

What share of cleaning enquiries become booked jobs?

The typical cleaning business recorded about 1 in 5 Google Ads enquiries as won jobs, and the best-converting businesses recorded about 1 in 3. Many recent enquiries are still open, so recorded rates rise as quotes are resolved.

Are quote forms or phone calls better for a cleaning business?

Both matter, and the form matters more than most cleaners think. Quote forms brought in about 56% of the won-job revenue traced to Google Ads and became won jobs about 1.1× as often as calls.

What time of day do cleaning enquiries convert best?

Before noon. Morning enquiries became won jobs about 1.4× as often as enquiries from noon onward, and each ad dollar spent before noon returned about 1.8× the won-job revenue of an afternoon dollar.

Should a cleaning business run Google Ads on weekends?

Usually, yes. Weekend clicks produced fewer enquiries per click than weekday clicks, but weekend ad spend returned about the same won-job revenue per dollar as weekday spend.