This Cleaning Business Journey has been wild Started just over 7 months ago. I expected and hoped for the quick growth, a thriving business with good future prospects for expansion. strong KPIs - and all that happened. The unexpected and arguably even cooler side benefit is the people I have met and friends I've made in this space. GENUINELY some of the best people I have ever met, and I'm inspired by them every day. From people here on the Cleaning Twitter community, to the cleaners I have hired, some of which feel like family. What a cool journey. Cleaning Twitter - You guys are incredible!

Had a call today with a cleaning business owner about GoHighLevel Heading toward $40k/mo. Solid operation BookingKoala for scheduling, Quo for phones, @irentdumpsters running his SEO, LSA ads in the background Uses GHL, but no one set it up properly. @Lexivindi walked him through our setup Lead management is a problem: • Leads coming in from 5 different places • None of them talk to each other • No automated follow up within 5 minutes • Missed calls don't get a text back • One-time cleans finish and just... disapear He's also sitting on a list of old customers he's never nurtured. He knows it. Just has no system for it The leads aren't the problem. They never were. Here's what we're building for him: → One GHL sub-account. Every lead source flows in → Missed call? Automated text back in 60 seconds → One-time clean completes? 3-week nurture sequence kicks off: SMS, email, Slack ping to his team → Old customer list gets a reactivation campaign → Better lead capture to convert more website visitors Free leads every week that nobody's claiming He was paying $300/mo before and getting a fraction of this The cleaning businesses that are going to win are the ones with a system that doesn't let leads die That's what Lead Machine does thanks for the referral @irentdumpsters

I used to think Google Ads didn't work for cleaning companies I've talked with 100 cleaning business owners. Built sites for ~40. Run SEO for a bunch. Setup LSA. Every owner I knew said the same.... too competitive Then we started running it seriously for several cleaning businesses last year and figured out what was actually broken. It's working now. Here's everything we've learned. Truth is it's just a mountain of work to get right. >> DM me and i'll do a free audit on your account Campaign structure One campaign trying to cover everything is why most accounts fail. The money keywords go in their own campaign. High intent, max budget, always on. "House cleaning," "maid service," "cleaning company near me." Then build ad groups around the modifiers that matter - Commercial cleaning - Apartment cleaning - Housekeeping - Secondary cities and neighborhoods you service Each ad group gets its own ads. Each location gets its own page. You stop paying the same CPL for a "house cleaning Denver" click and a "commercial cleaning Denver" click when they convert completely differently. Landing pages are everything The difference between a 1-4% conversion rate and 15% The homepage is an SEO page trying to do 10 things at once. No offer. Seven form fields. Phone number buried in the footer. A Google Ads landing page has one job: get the visitor to call or fill out a form. What that looks like: ✅ A real offer above the fold. Not "get a free quote." Something specific: "$50 off your first clean" ✅ Big phone number, visible immediately ✅ Three fields max: name, phone, service ✅ Reviews and social proof next to the form ✅ No navigation. Nowhere else to go. One of our clients saw our onboarding doc and said: "How does anyone run Google Ads on their own?" Start with one solid page. Build out from there: residential, commercial, each major service. Each one built to convert, not to rank Tracking Nobody sets this up properly. This is the real reason Google Ads doesn't work for most cleaning companies. Everything has to be tracked: Form submissions Chat widget completions Phone calls via CallRail or GHL A dedicated trackable number in your Google Ads call asset That same number updated in Google Maps advanced settings Most accounts track one of these. When Smart Bidding sees every call and every form fill it learns fast. When it can only see call extension clicks it's guessing. We've cut CPL in half on accounts just by fixing what the algorithm could see. Same campaigns. Same budget. Negatives on day one Before a single dollar gets spent we load hundreds of negative keywords built specifically for cleaning companies. Free. Cheap. Jobs. Gutters. Windows. Pressure washing. Every competitor. Every irrelevant search that eats budget without converting. Most agencies add negatives after they see the search term report. We add them before the account goes live. The math most people get wrong Everyone calculates ROI on the first clean. That's the wrong number. The goal of the first clean is to break even. Nothing more. A recurring cleaning client is worth $2,000 to $4,000 over their lifetime. At $40-50 CPL, you're spending $40 to acquire $3,000. That's the math you should be running. The companies that give up on Google Ads are the ones looking at first-clean revenue and calling it a loss. The ones still running it 12 months later are the ones who understood what they were actually buying. Getting leads is only half the job We can get the phone to ring. What happens next is on you. Answer the phone. Call back within 5 minutes. Have a process to convert a one-time booking into a recurring client. Both cleaning companies we work with run @lexivindisch's Lead Machine on GHL. Automated follow-up. Missed call text-back. Rebooking sequences. The leads that don't close on the first call get nurtured until they do. Google Ads without a sales process is a leaky bucket. You can keep filling it or you can fix the holes. The cleaning companies winning right now are doing both.

This is what happens when ACTUAL Operators build CRMs for their industries. When these two rare skill sets meet, programming logic 🤝 business operations, magic happens. And you get CRMs that actually work for your industry. Not just in concept but in reality.

If you’re trying to make GHL work in your home service business Or you’ve looked at it and thought this feels way too complicated I’ve spent the last week talking to a bunch of home service owners on here about their setups And I keep seeing the same two problems 1 - Half built systems they tried to set up themselves 2 - Giant agency snapshots with way too many features they never use The real key with GHL is simple You have to set it up around how your business actually operates Not around what the software can do Then layer in automation later If you want to have a quick chat about your setup DM me or @Lexivindi

PJ is right. Hiring shouldn’t start when there’s a hole; it should be constant. Especially when your team feels “good.”
That’s exactly when complacency creeps in. You need a bench. Thankful for the CRM to automate the painful parts: interviews, onboarding, contractor signatures. All seamless, all in one place. Saving my sanity 😅

4 years ago I started using GHL for my agency. My clients were using Jobber, HouseCallPro, JobNimbus, BookingKoala, etc. Good CRMs for operations. But they were all missing something for marketing-forward businesses: A unified lead management system. I looked at a lot of options. Nothing came close. Even with its quirks, GHL solves the problem better than anything else. Everything lives in one place: • Forms • Call tracking • Pipelines • Automations • Review requests • Reporting • GBP posting • Lead attribution When a $50,000 job closes, you actually know where it came from. Leads go straight into a pipeline where you, your admin, or a VA can manage them Automations instantly respond to new leads You can even build a NiceJob style review system to automatically ask for Google reviews My friend and client @Lexivindi went deep on GHL and became an absolute expert She owns two home service businesses (and has an engineering degree), so she built systems the way operators actually need them We ended up starting a company together: Lead Machine Inc. Since then we’ve helped 150 home service businesses implement GHL • Cleaning • Roofing • Solar • Electrical • Plumbing • Tree service • Auto detailing • Luxury car rental • Mechanic shops We partner with agencies and businesses here on Twitter include great guys @irentdumpsters @Nads_Shariff @max_tendero The trouble with GHL is it takes a bunch of effort to setup to make it work for you. It's so far from turn key. If you’re curious about GHL — or need help with your setup — reach out to me or @Lexivindi

Spring is already popping off cleaning broskis 🌸 Stack of new cleaning leads this morning. All organic SEO no ads. Shoutout to @marcusmclayton for the SEO machine. Lead Machine grabs every form, notifies instantly, and we’re closing jobs before competitors even see the lead 😎 Spring. Has. Sprung 🧹👊

I got this Degree, so that I can answer questions like this. And make 20X the money I could as a Mechanical Engineer Stay in school kids! Or don’t. Or reallllly don’t. 🙃

Feeling very judged by my CRM but that’s what it’s for. Call me out, son 🫡

Just booked ANOTHER job from a lead who found me on Reddit. Not Google.
Not Facebook.
 Reddit. And they literally said they found me in a thread where someone was singing my praises. (See screenshot). This was not an accident I have the army planting seeds 😎 Home service bros - do NOT sleep on this. We’re entering a new wave: • People search Reddit for real reviews
• ChatGPT pulls from Reddit threads
• Organic trust > polished ads The funnel is changing. Attention → Reddit
Validation → ChatGPT
Conversion → Your CRM

What an endorsement from what exceptional people. Not taken lightly, squad 😎

A gem from the vault! Still all relevant happy Friday #cleaningbros

Biggest regret I hear from dudes 30 who weren't great students They didn't learn a trade and went to college instead 10-20 years ago society told everyone the same thing. Go to college. Get a job. Live happily ever after. That was the path. Nobody questioned it. But for guys who weren't good at school they went anyway. Got the degree. Now they work some job they fucking hate and wish they went into trades Both my brother-in-laws have said this to me The best thing you can do in your 20s is learn a skill that can't be replaced This isn't for everyone. This is for the guys who were terrible students and now sit in corporate hating their life every single day

We also mocked up a new uniform A blue collar workshirt, with the employee's name embroidered on the front Something the employees will be proud to wear and something that will communicate trust and experience to customers

Your Employees Aren’t the Problem. Your Leadership Might be. If Your Team Is Failing, Look in the Mirror first. After seeing inside 100s of home service businesses through Lead Machine, I’ve learned this: most “bad employees” aren’t incompetent, they’re misaligned. When people feel they can’t win, motivation dies, momentum collapses, and your business follows. People also suck at judging their own strengths. I wrote a quick piece on this. Every entrepreneur should read it. If it doesn’t resonate, I’ll be shocked. If it does, it might be the wake-up call you need. I'll be the first to admit, Trying to take my own advice! docs.google.com/document/d/1…

Don’t ever forget what it’s all about! God Bless and Merry Christmas to all my home service bros out there and your families 🫡 2026 is going to be unreal 👀

Hey fam 👋 Got a DM the other day asking for the email I use to justify higher rates… and it reminded me: I’ve got an entire database of plug-and-play email templates my cleaning company uses daily. Intake, estimates, rate disputes, review requests, all of it. Sharing is caring, so here you go docs.google.com/document/d/1… A full library of emails you can swipe for your cleaning business. (Use these with your team… or plug them straight into your CRM if you’re fancy which is what I have done 😉

Just another PSA backpacking off this. Yes it's a thing. loom.com/share/2ce41470f6574… Thanks @marcusmclayton for my SEO and making my business.. be viable hah