Some Free Value my friends (my first post hope you like it 😝)

TL;DR: I helped a cleaning company in Montreal add $4,000 to their revenue last month—$3,200 of it recurring—with just 2 hours of consistent work a day. Here’s how I did it.

[NOTE: I have nothing to sell or opt-in for, just a pure value post. Feel free to ask questions in comments or send me a DM.]

After crushing it with renovation and construction businesses—helping them generate over 10 appointments a month—Worth over $150k—I decided to take on a new challenge: residential cleaning businesses.

Why?

Because I wanted to do more than just generate leads. I wanted to actually convert them into paying customers.

So, I switched gears. With cleaning services, I could go a step further: talking to leads, booking appointments, and even taking credit card info over the phone.

“How hard could it be?” I thought.

It’s cleaning. Everyone needs it. No one’s going to say no, right?

Wrong.

My First Strategy

Here was the plan:

Advertise a cheap first-time cleaning offer.
Get tons of leads.
Book them easily.
Let the cleaners work their magic, and the clients would naturally want more.

Sounds perfect, doesn’t it?

If you were in Montreal between August and October, you probably saw our ad:

“Get 3 hours of professional cleaning for just $99!”

We did get lots of leads—so many that we were scrambling to keep up with follow-ups.

But here’s the shocker: When I called to book appointments, many people said it was too expensive.

$99? Too expensive?

I couldn’t believe it. We only charge $7 more per hour than independent cleaners for their first clean! While there are companies out there charging $75h..

Sure, we booked 28 cleanings that month. But it was tough. The objections I heard were just like the ones I get when selling $1,200/month services!

And the worst part?

20% didn’t even pay after the cleaning.
80% never booked again.

Was the cleaning bad?

Nope.

When we followed up, nearly all said it was great. A handful (about 10%) weren’t thrilled, but that’s normal.

A Turning Point

We were barely breaking even after spending $25/day on ads.

I kept the ads running while working on a new offer.

And then, on November 18th, 2024, we launched the new ads. (see image below)

We made everything look premium, exclusive, and added an end-of-year special.

(Pro tip: You can create a time-sensitive offer no matter the season. Check this out:)

January: Start the Year Right!
February: Valentine’s Cleaning Special.
March: Spring Refresh.
April: Tax Season Relief.
May: Mother’s Day Treat.
June: Summer Kickoff.

etc...

The New Strategy

Instead of using the usual Facebook lead form, we directed clicks to a landing page that we optimized over time.

We tested everything—headlines, colors, you name it.

Here’s a little nugget for you:

Headline 1: Tired of Cleaning? Let Us Handle It! (15% opt-in rate)
Headline 2: You’re One Step Away from Claiming Your Free Deep Clean Upgrade—GUARANTEED! (6.87% opt-in rate)

We rewrote our sales script for phone calls, focusing on benefits, not features.

We didn’t talk about what we’d clean.
We sold the freedom, peace of mind, and joy of hiring a professional cleaning service.

We also prepped the best rebuttals for common objections like:

“It’s too expensive.”
“I need to talk to my husband.”
“I need to think about it.”

The Results

We raised our prices to $50/hour for one-time cleans and $45/hour for recurring clients.

In the first month of the new strategy, we achieved a 6.62x return on ad spend (ROAS). For every $1 spent, we made $6.62.

If our recurring clients stick around for just six months, the $3,200/month we locked in will add up to $19,200 from just $594 in ad spend.

That’s a 32x return.

Basically, it’s like a money machine where you put in $1 and get $32 back. 😂

Lessons Learned

Lesson #1: There’s no competitive advantage to being the cheapest. Cheap deals attract bargain hunters who will never pay full price or become loyal customers.

Lesson #2: Getting leads in the cleaning industry is easy. Getting high-quality leads and converting them into long-term clients is where the challenge lies.

Lesson #3: Stop selling your service. People don’t buy because of your cleaning checklist, years in business, or Google reviews. They buy because you solve a problem.

Here’s the journey you need to take them on during a call:

Clarify why they opted in. “What made you decide to reach out?”
Label their problem. “It sounds like [current state], and you’re looking for [desired state].”
Revisit their past pain. “What have you tried before? Why didn’t it work?”
Sell the dream. Focus on the result: freedom, safety, reliability, and guarantees.
Handle objections.

Final Thoughts

People buy from a place of pain and fear of loss, not greed or desire.

If you’ve made it this far, thank you.

I hope this post was helpful. If you have any questions or need any help please don't hesitate! I'll be more than happy to help :)

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