Cleaning lead generation ROI calculator
Before you spend another pound or dollar on leads, find out what it actually costs you to sign one commercial contract — and what that contract returns in the first twelve months.
These figures assume the contracts hold for a full year. Use the lifetime value calculator to model multi-year retention.
Benchmarks by channel
| Channel | Typical cost per lead | Typical close rate |
|---|---|---|
| Shared pay-per-lead marketplaces | $25–$90 | 3–8% |
| Google Ads (commercial cleaning) | $60–$180 per enquiry | 8–15% |
| Google Business Profile / local SEO | Time cost | 10–20% |
| Referrals | Free but unpredictable | 40–60% |
| Outbound booked walkthroughs | Higher per appointment | 20–35% |
The channel with the cheapest lead is almost never the channel with the cheapest contract. Run your own numbers above, then compare cost per signed account across every channel you use.
Frequently asked questions
What is a good cost per commercial cleaning lead?
Shared pay-per-lead marketplaces typically charge $25–$90 per lead but sell the same enquiry to several cleaners. Exclusive booked walkthroughs cost more per appointment and convert far better, so judge cost per signed contract rather than cost per lead.
What close rate should I expect on cleaning walkthroughs?
Cleaning companies that attend a qualified on-site walkthrough close roughly 20–35% of them. Cold shared leads convert closer to 3–8% because the prospect is talking to several competitors at once.
How do I calculate ROI on cleaning lead generation?
Divide total campaign spend by contracts signed to get cost per contract, then compare that against first-year gross profit per contract. Anything under one third of first-year gross profit pays back inside the year.
How long before lead generation pays for itself?
For recurring commercial accounts, payback is usually two to five months after the first contract starts, because the revenue repeats every month while the acquisition cost was one-off.
Is outbound better than Google Ads for cleaning contracts?
Paid search catches people already searching, which skews to one-off jobs and price shoppers. Outbound reaches facilities and office managers who have an incumbent cleaner and a renewal date, which is where recurring contracts live.