Marketing a carpet cleaning business doesn't require a massive budget or a marketing degree. It requires understanding what actually works in this specific industry—and doing those things consistently.
After working with dozens of carpet cleaning businesses, we've identified the five marketing strategies that consistently deliver the best ROI. None of them are complicated, but all of them require commitment to execute well.
1. Dominate Local SEO
When someone searches "carpet cleaning near me" or "carpet cleaner [your city]," are you showing up? If not, you're invisible to the largest source of high-intent leads in your market.
The Foundation: Google Business Profile
Your Google Business Profile (formerly Google My Business) is the single most important piece of your local SEO strategy. A fully optimized profile can get you into the "Local Pack"—the map results that appear at the top of local searches.
To optimize your profile:
- Complete every field—business hours, services, service area, photos
- Add new photos monthly (job sites, team, equipment)
- Respond to every review within 24 hours
- Post updates weekly (offers, tips, company news)
- Ensure your NAP (Name, Address, Phone) is identical across all platforms
Beyond Google
While Google is the priority, also claim and optimize profiles on Yelp, Facebook, Bing Places, and industry-specific directories. Consistent information across all platforms builds trust with search engines.
"85% of consumers use the internet to find local businesses. If you're not showing up, you don't exist to them."
2. Build a Review Machine
Reviews are the new word of mouth. A business with 50 five-star reviews will outperform a competitor with 5 reviews every time—both in search rankings and customer trust.
The Key: Make It Easy
Most happy customers will leave a review—if you make it frictionless. The moment the job is complete and the customer is delighted, that's when you ask. Send a text with a direct link to your Google review page. One tap should get them there.
A Simple System
- Complete the job and get verbal confirmation of satisfaction
- Send a text within 10 minutes: "Thanks for choosing us! If you have 30 seconds, a Google review really helps our small business: [link]"
- If no review after 3 days, send a gentle follow-up
- Respond to every review publicly, thanking the customer
This simple system, executed consistently, can generate 20-30 new reviews per month. Over a year, that's 240+ reviews putting you ahead of nearly every competitor.
3. Referral Programs That Actually Work
Referrals are the highest-converting leads in any service business. Someone recommended by a friend is pre-sold. But hoping for referrals isn't a strategy—you need a system.
The Offer
Create a compelling incentive for both the referrer and the new customer. For example:
- Referrer gets: $25 off their next cleaning
- New customer gets: $25 off their first cleaning
This works because it's a win-win. The existing customer looks like a hero giving their friend a discount, and they get rewarded for the recommendation.
Promotion
Don't just mention your referral program once and hope people remember. Promote it:
- Include a referral card with every invoice
- Mention it in your follow-up emails and texts
- Add it to your email signature
- Post about it monthly on social media
- Train your technicians to mention it after every job
4. Strategic Google Ads
Google Ads can be expensive—or incredibly profitable. The difference comes down to strategy and execution.
Start Small and Focused
Don't try to advertise everywhere at once. Start with:
- High-intent keywords: "carpet cleaning [city]," "carpet cleaner near me"
- A small geographic radius around your best service area
- A modest daily budget ($20-50) until you know what works
Track Everything
If you're not tracking which ads lead to booked jobs, you're flying blind. Use call tracking to attribute phone calls to specific ads and keywords. Know your cost per lead and cost per acquisition for every campaign.
The Landing Page Matters
Sending ad traffic to your homepage is a waste of money. Create dedicated landing pages for each campaign with:
- A clear headline matching the ad
- Prominent phone number and form
- Social proof (reviews, certifications)
- A compelling offer
- No navigation links (keep them focused)
5. Email and Text Marketing to Past Customers
Your past customers are your most valuable marketing asset. They already trust you. They already know your work. Getting them to book again is 5-10x cheaper than acquiring a new customer.
Build the List
Every customer should be in your database with at least their name, phone number, email, and last service date. Most scheduling software does this automatically.
Stay in Touch
The goal is to be top of mind when they think "I should get my carpets cleaned." A simple system:
- 90 days post-service: "Time flies! It's been 3 months since we cleaned your carpets. Ready to refresh?"
- Seasonal reminders: "Spring cleaning season is here! Book your carpet cleaning this week and save 15%"
- Annual anniversary: "It's been a year since your last professional cleaning. Your carpets miss us!"
Text messages have 98% open rates compared to 20% for email. For past customer marketing, texts often work better.
Want Marketing That Runs Itself?
Our AI-powered systems handle lead capture, follow-up, and booking—so you can focus on the work you love.
See How It Works →The Bottom Line: Consistency Wins
The biggest marketing mistake carpet cleaning businesses make isn't choosing the wrong tactics—it's inconsistency. They run ads for a month, don't see immediate results, and quit. They ask for reviews for a week, then forget. They set up email marketing, send one campaign, then let it lapse.
Marketing works through cumulative effort. Each review builds on the last. Each month of SEO work compounds. Each satisfied customer who refers a friend creates a chain reaction.
Choose two or three strategies from this list. Commit to them for at least six months. Execute consistently. Track your results. Adjust based on data.
That's the "secret" to marketing a carpet cleaning business. No magic, just consistent execution of proven strategies.