Google Ads Audit Checklist for Cleaning Companies: 25 Checks You Can Do in an Hour

Before You Start

Log in to Google Ads and set the date range to the last 90 days. If the account is newer, use everything since launch. Have a list of jobs you booked from Google over the same period, even a rough one. You'll need it to check whether the account's numbers match reality.

Section 1: Tracking (Checks 1–5)

1. Are conversions set up at all? Go to Goals → Conversions. You should see phone calls, form submissions and, if you have one, online bookings.
2. Are calls counted only when they last long enough? A 5-second call is not a lead. A threshold of 45–60 seconds is common for cleaning.
3. Is each form counted once? Page refreshes and thank-you page reloads can double-count.
4. Do the account's lead numbers match your inbox and call log? If Google says 40 leads and you remember 15, tracking is wrong.
5. Do you know which leads booked? Even a spreadsheet marking booked jobs lets you work out cost per booked job.

If any of these fail, stop and fix tracking first. Our conversion tracking guide for cleaning companies walks through it.

Section 2: Keywords and Wasted Spend (Checks 6–11)

6. Open the search terms report. Sort by cost. How many of the top 20 terms are people who want to hire a cleaner?
7. Look for job seekers: "jobs", "hiring", "salary", "indeed", "part time".
8. Look for DIY and products: "how to", "checklist", "spray", "machine", "rental".
9. Look for other cleaners: "bids", "contracts", "how to price", "start a cleaning business".
10. Look for services you don't offer, such as carpet, pressure washing or windows.
11. Check match types. Broad match keywords with no conversion-based bidding and a short negative list are the most common source of waste. See broad match and cleaning budgets.

Add everything irrelevant as a negative. Our 170+ negative keyword list covers most of them. The full routine is in how to read the search terms report.

Section 3: Structure and Ads (Checks 12–16)

12. Is each service in its own ad group? Recurring, deep clean, move-out and commercial should not share one.
13. Are residential and commercial in separate campaigns with separate budgets?
14. Does each ad repeat the service searched? A move-out search should see a move-out headline.
15. Are assets set up? Call, sitelink, callout and location assets add space and trust. See Google Ads assets for cleaners.
16. What are the Quality Scores? Scores of 1–4 on main keywords usually point to an ad or landing page mismatch. More in Quality Score for cleaning companies.

Section 4: Landing Pages (Checks 17–21)

17. Does each ad group send people to a matching page, not the homepage?
18. Does the page load in under three seconds on a phone? Test it on mobile data, not office Wi-Fi.
19. Is the phone number tap-to-call and visible without scrolling?
20. Can a visitor see a price or start a quote in the first screen?
21. Are there trust signals: reviews, insured and bonded, a guarantee and real photos?

Our landing page guide for cleaning ads covers each element.

Section 5: Targeting and Budget (Checks 22–25)

22. Location setting: is it "presence" (people in your area), not "presence or interest"?
23. Is the radius realistic for your crews' drive time?
24. Ad schedule: are ads or call ads running when nobody can answer the phone? See location and schedule targeting.
25. Is the budget limited? If campaigns show "Limited by budget" and cost per booked job is good, you may be leaving jobs on the table. Read when to increase your ad budget.

What to Fix First

Work in this order: tracking, then wasted spend, then landing pages, then bids and budget. Raising the budget on an account with broken tracking or a leaking search terms report just pays for more waste.

Prefer a second pair of eyes? We'll run these 25 checks on your account before the call and walk you through what we find. Book a free audit call below, or try the free website and revenue audit first.