Why Assets Matter for Cleaners
Assets, which Google used to call extensions, add extra lines to your search ad: links to other pages, short selling points, your phone number and more. They make the ad take up more space and answer questions before the click. Google decides when to show them, but you only get them if you set them up.
The Assets to Set Up First
1. Call assets
Adds your phone number and a call button on mobile. Many cleaning customers would rather call than fill in a form. Use a Google forwarding number so calls are tracked as conversions, and schedule the asset only for hours when someone answers. A missed call from a paid ad is wasted money. If you can't always answer, set up missed-call text-back. For call-first campaigns, read call ads for cleaning businesses.
2. Sitelinks
Up to four links under your ad. Point each to a real page:
Instant Price Quote → /quote
Move-Out Cleaning → /move-out-cleaning
Deep Cleaning → /deep-cleaning
Reviews & Guarantee → /reviews
Add the two description lines to each sitelink. They often show on desktop and make the ad noticeably larger.
3. Callouts
Short phrases of up to 25 characters. Use them to remove risk:
Insured & Bonded · Supplies Included · Same Cleaner Every Visit · 100% Re-Clean Guarantee · Background-Checked Staff · No Contracts · Book Online in 60 Seconds · Pet-Friendly Products
Only use claims that are true for your business.
4. Location assets
Link your Google Business Profile to show your rating and area. This also helps your ads appear on Google Maps.
Useful Second-Tier Assets
- Structured snippets. Choose the header "Services" and list them: Recurring Cleaning, Deep Cleaning, Move-Out, Airbnb Turnovers.
- Price assets. Show "Standard Clean from $X" or "Move-Out from $X" if your pricing allows it. Prices up front filter out shoppers looking for the cheapest option.
- Lead form assets. Let people request a quote without leaving Google. Test them, but check lead quality, since they make it very easy to submit.
- Image assets. Real photos of your team or a finished job. Avoid stock photos.
Commercial and Janitorial Examples
Facility managers want different reassurances:
Callouts: Certificate of Insurance on Request · After-Hours Cleaning · Dedicated Account Manager · Supply Restocking Included · Free Walkthrough Quote
Sitelinks: Office Cleaning · Medical Office Cleaning · Request a Walkthrough · Our Cleaning Checklist
More commercial campaign advice is in Google Ads for commercial cleaning companies.
Checking They Work
In Google Ads, go to Assets and look at the performance labels. Replace any marked "Low" after a month. Check that call assets are actually producing tracked calls, and that sitelinks go to working pages. Our Google Ads audit checklist includes assets in its review.
Want us to write a full set of assets for your services? Book a free strategy call below.
Frequently Asked Questions
What are Google Ads assets?
Assets, previously called extensions, add extra information to search ads, such as sitelinks, callouts, phone numbers, locations, prices and images. They don’t cost extra to show, and you pay the usual cost when someone clicks.
Which Google Ads assets should a cleaning company use?
Start with call, sitelink, callout and location assets. Then add structured snippets listing your services and price assets if you publish prices.
Should I use call assets if I can’t always answer the phone?
Schedule call assets only for the hours someone can answer, and set up an automatic text-back for missed calls so paid callers still get a quick response.
