How to Market Your Carpet Cleaning Business to Get More Leads

There’s nothing like the feeling of a soft, clean carpet under your toes, especially on a cold evening. But unfortunately, carpets and rugs can be cesspools for dirt, grime, and even bacteria. And we’re not talking just any bacteria. We’re talking the bad stuff—E.coli, campylobacter, and salmonella, to name a few.

For this reason, homeowners—and business owners, too—need to keep those carpets and rugs as clean as possible. And because there will always be a demand for it, this is where a carpet cleaning business can be so lucrative. In this article, we’ll tell you everything you need to know about marketing for carpet cleaners so that homeowners and business owners can find you when the time comes to have their carpets cleaned.

Here’s How to Get More Carpet Cleaning Clients

Start With a Solid Carpet Cleaning Marketing Plan

Though carpets and rugs should be vacuumed a few times a week, if not daily, a more thorough carpet cleaning should be done at least every 12 to 18 months. While people can take this task on themselves with off-the-shelf carpet cleaners and carpet cleaning solutions, these machines and tools simply don’t work as well as commercial units.

And so this makes professional carpet cleaning quite the business opportunity for aspiring entrepreneurs who want to help keep carpets and rugs clean, safe, and healthy. But simply saying you are starting a carpet cleaning business and investing in some equipment isn’t going to cut it. People aren’t going to know your business is out there if you don’t tell them. With over 37,000 carpet cleaning businesses in the U.S., you need to shout your presence from the rooftops. This is where your carpet cleaning marketing plan comes into play.

A marketing plan covers the carpet cleaning marketing ideas that you have to draw positive attention to your business. Typically, it will include key elements such as the following:

• Budget: Outline your monthly or yearly marketing spend, setting aside funds for each marketing effort. Think about what you can allocate to ads, promotions, and branding.
• Target Audience: Define who you want to reach. Are they homeowners, renters, or businesses? Knowing your ideal customer helps focus your marketing efforts in the right direction.
• Marketing Channels: Decide where you’ll promote your services—social media, local online directories, email newsletters, and flyers are a few options. Choose the channels your target audience is most likely to see.
• Goals and Tracking: Set clear goals for each campaign, whether that’s generating new leads or increasing repeat customers. Track your progress to see what’s working best.

Conducting Market Research to Understand Your Local Audience

Most of what we just shared makes sense, right? Okay, we know you might be scratching your head on one of those key elements—the target audience. And this comes as no surprise because often, identifying the target audience can be one of the biggest challenges when developing a business plan as well as determining how to market a carpet cleaning business.

You can’t develop a marketing plan that goes after anybody and everybody. You need to be laser-focused on what sets your business apart from others and the audience that will be most likely to invest in your services. Conducting market research to understand your local audience can help you get at those very details.

Here are some helpful tips so that you can better understand the market you want to go after.

• Use Research Tools: Start with free and paid tools like Google Keyword Planner to uncover popular search terms related to carpet cleaning in your area. SEO tools like Semrush or Ahrefs offer insights on top searches, traffic, and local competition.
• Explore Customer Concerns: Platforms like Answer the Public and Reddit Insights reveal common questions and concerns about carpet cleaning, helping you understand customer pain points.
• Read Reviews: Yelp reviews of local competitors can show what customers appreciate or find frustrating in current carpet cleaning services, giving you an edge in addressing unmet needs.
• Run Surveys: Send out quick surveys or polls via email or social media to learn directly from your audience about their biggest carpet cleaning challenges—like dealing with pet allergens, removing stains, or keeping rugs safe for kids.

With this type of information in hand, it’s time to start planning the marketing for your carpet cleaning business.

1. Create a High-Converting Carpet Cleaning Website

People today spend a lot of time online and when they are in need of products and services, the chances are that they are going to take to their favorite search engine to find it. So, if you don’t have a strong web presence, that customer is going to find someone else to give their business to. Don’t let that happen. Instead, build a high-converting carpet cleaning website that consumers will find when they need their carpets and rugs vacuumed and shampooed.

While you may very well be able to build a website on your own, we often suggest that you work with a website development and SEO (search engine optimization) agency that can do this on your behalf. These agencies understand the behind-the-scenes technical requirements that will provide an excellent user experience.

That said, whether you hire an agency or website expert or take the DIY approach, be sure to consider the following throughout the development process.

• Make a Great First Impression: A clean, professional, and mobile-responsive site creates trust from the start. Many visitors browse on their phones, so design with mobile in mind.
• Include Key Elements: Add contact forms, a clear call-to-action (CTA), detailed service pages, customer testimonials, and an online booking option. Simple site layout and fast load times—under two seconds—are a must.
• Highlight Unique Services: Showcase what sets your business apart—specialized services, customer satisfaction promises, or unique cleaning methods that help with allergens.
• Lead with a Strong Headline: Use a prominent headline to highlight your top benefit, such as “Safe and Deep Carpet Cleaning for Your Home.”
• Offer Introductory Promotions: Consider offering a new customer discount to make choosing your services even easier.

2. Get Found by Nearby Carpet Cleaning Clients Through Local SEO

Almost as important as a great website is local SEO. This is all about making sure that consumers in the geographies you serve can find you wherever they might be looking for your services. Your website is a place for people to find out more about your company, your services, and your prices. However, local SEO can help make sure you come up higher in search results so that consumers can then go to your website to learn more.

Here are two critical things to do to make that happen.

Optimize Your Google Business Profile for Maximum Visibility

Your Google Business Profile (GBP) will help you appear prominently in local searches, especially on Google Maps, where many clients search for nearby services. Start by selecting the most accurate category, such as “Carpet Cleaning Service,” and add all the services you offer to show up in more relevant searches. Keeping your name, address, and phone number (NAP) consistent across the web is also important.

Regularly update your profile with photos, posts about offers, and new services to keep it fresh. Actively manage customer reviews by responding to them—this builds credibility and shows potential clients you value feedback. These steps help your GBP become a reliable consumer resource and give you a stronger local presence.

Yelp, Bing, and Nextdoor—Tap into Local Directory Listings

Building a presence on local directories like Yelp, Bing, and Nextdoor can connect you with clients who use these platforms to find trusted services nearby. Each directory has unique strengths: Yelp is well-known for reviews, Bing helps you reach customers who don’t use Google, and Nextdoor appeals to neighborhood audiences looking for local recommendations.

Create complete, professional profiles on these platforms with consistent business information and update them with your services and any special promotions whenever something changes. Encouraging clients to leave positive reviews on these sites can also help your profile gain visibility, reinforcing your credibility as a trusted carpet cleaning provider in your area.

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3. Use Social Media Platforms to Grow Brand Visibility

There are an estimated 300.86 million social media users in the U.S. That’s a pretty impressive number when you consider that the U.S. population is about 335,893,238. Why is this important for carpet cleaner marketing? Well, if you want to be found, you need to be where the consumers are. Based on those statistics, consumers are indeed on social media.

So, without a doubt, social media needs to be a key part of your marketing strategy and should have a section of its own in your marketing plan. And while we’ll talk about specific content for social media in the next section, let’s dig a bit deeper into what you need to know about Facebook and Instagram—the top two platforms where you need a presence.

Using Facebook Groups to Find Local Customers

Facebook groups can be an effective way to reach local customers without direct advertising. Look for local buy-and-sell groups and community forums where residents seek services or make recommendations. When joining, read the group rules carefully to avoid posts that may be seen as spammy.

Instead of promoting every time you post, share helpful tips on carpet care, respond to questions, and offer value. This builds trust with your audience and they won’t feel like all you want to do is sell, sell, sell. Joining local realtor groups can be especially beneficial, as members often seek cleaning services to prep homes for sale or rent. Building a reputation as a helpful resource in these groups can attract genuine interest from residents looking for carpet cleaning services nearby.

Instagram Engagement Marketing for Brand Awareness

On Instagram, growing brand awareness is about building real connections with local businesses and followers. Start by engaging with local businesses that share a similar audience, like pet groomers or real estate agents. Genuine comments, shares, and likes can lead to reciprocal support, where these businesses may share your posts with their followers.

Co-marketing campaigns are also a great way to expand reach, especially with pet care and real estate companies, which can lead to potential referrals for carpet cleaning services. Creating visually appealing posts about your work and showing before-and-after shots can draw in followers and build credibility, while stories and interactive content like polls keep followers engaged and connected to your brand.

4. Content Marketing for Carpet Cleaners

Now, let’s talk about content. We’ve discussed the need for an amazing website and building a social media presence, but you really can’t do either without content. And content can come in many shapes and forms. Today, marketers explore the gamut from videos to blogs to infographics. And we encourage you to do the same.

When creating content, focus on topics that inform and educate customers about carpet cleaning benefits. For blog posts, ideas like “The Truth About What’s in Your Carpets” or “How Often Should You Deep Clean Carpets?” can help clients understand the importance of professional cleaning. Writing customer success stories can share how your services solved specific problems, like removing pet allergens or stains.

Educational content, like brochures or an FAQ section on your website, can answer common questions and build trust by explaining the cleaning process, carpet care tips, and the benefits of deeper cleanings. Highlight unseen dirt and allergens to raise awareness about health benefits, especially for families or pet owners.

Posting coincidentally will help keep your audience interested. But if you post too much, it can be annoying. So, it’s all about finding the right balance. As you get started, consider blogging twice a month, sharing weekly social media updates, and updating educational resources quarterly to keep content fresh. Then, work to increase your frequency and cadence as you scale and grow your business.

ASMR Carpet Cleaning Videos: A Unique Approach to Engagement

Videos. If you can do so, find a way to incorporate videos into your content strategy. Why? When people watch a video, they retain 95% of the key message contained in that video, compared to only retaining 10% of the information found in text-based content. So, if you want your target audience to remember your business and what you have to say, video is where it’s at.

But what do we mean when we say ASMR carpet cleaning videos? ASMR, or Autonomous Sensory Meridian Response, refers to the calming, tingling sensation some people experience when exposed to certain soothing sounds or visuals. ASMR content has become especially popular in video marketing, as it focuses on providing viewers with a sense of relaxation and satisfaction.

For carpet cleaners, ASMR can mean capturing the sounds and visuals of the cleaning process, like the swishing of water, gentle vacuum noises, or the satisfying lines made during cleaning. This unique approach is particularly engaging, as viewers are often drawn to the transformation of a dirty carpet to clean, making ASMR videos an appropriate match for platforms like Instagram, TikTok, and YouTube.

Short and satisfying cleaning videos work well on these platforms because they’re quick to watch, they’re appealing, and they can be shared with others. Trust us, your viewers will love seeing the immediate results of a cleaning session.

Tips for Creating Compelling Video Content:

• Use close-up shots to capture satisfying cleaning details.
• Show transformations with before-and-after shots.
• Keep videos short, focusing on one small area or task at a time.
• Use natural sounds and avoid loud background music.
• Post consistently to build a following on social media platforms.

5. Building an Effective Email Campaign for Repeat Carpet Cleaning Business

If anyone has told you that email is dead, we beg to differ. A recent article from Forbes suggests that the average open rate for an email marketing campaign sits at around 36.5%. That’s a pretty impressive statistic, and it simply shows that email, when done well, can help grow your company’s brand awareness and drive conversions.

The key to successful email marketing for your carpet cleaning business, however, lies in the right amount of content in digestible chunks sent out at the right time. And, setting up an email CRM, like ActiveCampaign, provides a simple way to organize and automate your email marketing efforts.

With a CRM, you can segment your audience based on factors like service history, location, or frequency of cleanings. This allows you to personalize emails, sending content that is more relevant to each customer group. ActiveCampaign also provides automation tools, so you can schedule emails in advance, making it easy to stay connected without sending each email manually.

For email content, focus on offering value with seasonal reminders and special offers. For example, send a gentle prompt for deep cleaning in the spring or fall. Monthly or bi-monthly newsletters can include helpful tips, promotions, and exclusive discounts. Highlight unique services and provide simple maintenance tips, creating informative, useful, and easy-to-read emails.

6. Rank High in Search Results with Google Ads for Carpet Cleaning

Last but not least, let’s talk a bit about paid advertising, specifically Google ads. These ads offer an impressive average return of $2 for every $1 spent. This makes paid advertising a worthwhile investment, especially for gaining visibility on Google’s search results. By showing up at the top of search pages through Google Local Service Ads and regular Google Ads, your business has a better chance of catching customers’ attention when they need carpet cleaning services.

Google Local Service Ads (LSAs) are particularly valuable, as they allow your business to appear prominently in local searches, and they’re designed to help people quickly find trusted, nearby services. Targeting specific search terms like “carpet cleaning pet odor” or “commercial carpet cleaning services” helps connect your ads with people searching for exactly what you offer.

With LSAs, getting the “Google Guaranteed” badge further builds trust and helps convert potential customers. This badge signifies that Google has verified your business, making customers more likely to choose your services over those of competitors.

How to Land Commercial Carpet Cleaning Clients

Though the marketing strategies and tactics we have shared so far can help you target and land both residential and commercial carpet cleaning clients, let’s talk a bit more about some of the nuances that come into play when targeting businesses. We always suggest to our own clients that it is best not to try to be everything to everybody. That’s why many carpet cleaning business owners choose to go down either the residential cleaning path or the commercial cleaning, not both.

And both can be lucrative and highly profitable paths. However, securing large commercial clients can provide stability and significant revenue for your carpet cleaning business. Here are some key benefits and strategies for approaching these clients:

• Steady Revenue Streams: Large facilities like movie theaters, schools, and office buildings require regular cleaning due to high traffic, which can mean consistent, recurring business.
• Expanded Network: Working with well-known businesses can boost your credibility and open doors to other commercial opportunities as satisfied clients spread the word.
• Efficient Use of Resources: Larger contracts allow you to plan bulk scheduling and utilize your equipment and resources efficiently, maximizing profit margins.

That said, you do want to approach the business sector a bit differently than you would the residential sector. Here are a few tips.

• Research Needs: Understand each client’s needs, whether that’s odor control, allergen removal, or stain management.
• Build Trust: Offer an introductory deep cleaning at a special rate.
• Show Off Your Experience: Highlight any prior commercial cleaning work, focusing on results and client satisfaction. This is not about demonstrating arrogance but pride in your excellent work.

For long-term growth, position your commercial services for quarterly or annual contracts. This approach assures clients of a consistently clean environment and provides your business with a predictable revenue stream.

Cold Outreach for Commercial Clients

We know that cold outreach isn’t always a favorite task, because it feels “cold.” But, when done right, it works. Here are steps for effective cold outreach to secure commercial carpet cleaning clients:

• Identify Prospects: Start by listing local businesses that may need regular carpet cleaning, like funeral homes, schools, and hotels. These locations often require ongoing maintenance due to high foot traffic.
• Cold Calling: When calling, be brief and direct. Introduce your business and mention a specific benefit, such as “We help maintain a clean and welcoming environment for clients and staff.” Ask if they’d be open to a free consultation or quote.
• Door Knocking: If visiting in person, bring a brochure and a business card. Politely ask for the manager or person responsible for facility upkeep. Mention that you specialize in commercial carpet cleaning and offer to answer any questions about maintaining a clean environment.
• Cold Emailing: Craft emails that are concise and personalized. Address the facility’s specific needs and include a call to action, like “Would you be interested in a free, no-obligation assessment?”

Best Offline & Traditional Carpet Cleaning Marketing Strategies

We’ve talked extensively about the benefits of online approaches and carpet cleaning marketing ideas. And while carpet cleaning digital marketing does work, you should not ignore or skip over some of the more traditional tactics that we’re all familiar with.

We shared earlier that there are over 37,000 carpet-cleaning companies in our country. This means there is a high likelihood that others are serving your same geographical area. So, if you want to be found, you need to make sure you can be found wherever your target audience may be looking.

Here are some tried-and-true traditional marketing efforts that can pay off in a big way.

Door Hangers and Direct Mail Postcards for Memorable Impressions

Door hangers and carpet cleaning marketing postcards can make a lasting impact by reaching customers right at their front door or mailbox. For door hangers, consider adding a bold, simple design with an eye-catching offer like “10% Off Your First Cleaning!”

Adding contact details and a memorable tagline makes it easy for potential clients to remember you. Magnets are another great choice—they’re useful and keep your business in sight each time a customer checks their fridge. For postcards, use limited space by highlighting a few key benefits and a clear call to action. Adding a QR code to your website or booking page allows recipients to act immediately.

Partnerships with Pet Stores and Real Estate Offices

Building partnerships with pet stores and real estate offices can expand your reach to customers actively seeking carpet cleaning services. Approach pet stores to create a co-marketing campaign targeting pet owners—perhaps offering a discount or special package for customers who want to tackle pet odors or stains.

Real estate offices are also ideal partners, as clean carpets are often part of the home-selling process. You can promote your carpet cleaning services to a relevant audience through shared customer email promotions or displaying flyers at these businesses. In return, you can feature your partners in your own marketing efforts.

Business Cards, Yard Signs, and Thank You Cards

Traditional materials like business cards, yard signs, and thank you cards help keep your services top of mind and generate referrals—design business cards with a clean, professional look and an easy-to-read phone number.

When cleaning a home, ask clients if they’d mind you placing a yard sign out front for a few days; this catches neighbors’ attention and demonstrates trust in your work. Thank you cards are another effective tool—send a quick note after each service thanking customers for choosing you. Including a referral discount on these cards gives clients a reason to share your services with friends, growing your visibility and bringing in repeat business.

Tools for Analyzing Your Marketing Efforts and Adjusting

As you give various marketing efforts a try, it’s important to understand what is working and what’s not. And just because something doesn’t seem to be working up front, it doesn’t mean to give up on that tactic altogether. Marketing is all about testing and learning, and making tweaks to get the best possible results.

However analyzing marketing efforts without the proper tools is next to impossible. Tools like Google Analytics and Google Business Profile (GBP) Insights make this process much easier by providing valuable data. Google Analytics helps you monitor website traffic, track where your visitors are coming from, and see which pages or services attract the most attention. It’s a great way to evaluate the impact of specific campaigns or identify areas for improvement on your site.

GBP Insights, on the other hand, gives you information about how people find your business on Google Search and Maps, showing metrics like views, clicks, and call actions. Together, these tools provide a full view of your marketing reach.

Tips for Adjusting Strategies Based on Performance

• Focus on High-Performing Channels: Allocate more resources to channels that are giving you the best results.
• Refine Keywords: If certain keywords are driving more traffic, incorporate them into other content.
• A/B Test Ads: Try different ad versions to see which resonates best with your audience.
• Experiment with Timing: Post at different times and monitor response rates to see when you should be posting more or less.

Carpet Cleaning Software & Mobile App Helping You Market Your Business

The most successful carpet-cleaning business owners develop a robust marketing plan right off the bat to help them attract the right customers. And while we don’t necessarily want to toot our own horn (okay, yes we do), we encourage carpet cleaners to check out all the benefits that come with our Housecall Pro carpet cleaning software.

Here’s why we’re so proud of what we have to offer, and why we think you’ll love it, too.

• Integrated with Google for Online Booking: Housecall Pro connects with Reserve With Google and Google Local Service Ads, making it simple for carpet cleaners to manage their online presence and capture leads directly from search. This online booking integration helps customers find you more easily and book services instantly.
• Automated Marketing for Customer Retention: With Housecall Pro, you can set up automated email marketing campaigns. With automated marketing, you can send reminders, seasonal offers, or special promotions easily to build loyalty and drive repeat business.
• Direct Mail Campaigns to Target Local Clients: The platform allows you to create and manage direct mail campaigns, enabling carpet cleaners to reach their local audience with customized offers.
• Mobile App for Simplified Bookings and Staff Management: Housecall Pro’s mobile app helps manage bookings, dispatch team members, and track all customer communication. This system makes daily operations more efficient while saving on overhead costs.

Your Next Steps for Carpet Cleaning Business Success

Is starting a carpet cleaning business right for you? If so, be sure to follow the steps we shared to help grow awareness for your brand and build a healthy portfolio of paying customers. Know that you don’t have to do it all at once, either. Start with one or two strategies and build as your business begins to grow. And if you are ready to really see things take off, invest in software from Housecall Pro. Want to learn more? Start by taking Housecall Pro for a spin with a free 14-day trial. Your carpet cleaning business and marketing will be under one roof–helping you grow and get repeat customers.

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