Three options. Only one actually works for your business.
ISS and Spotless win the tender before you've finished the scope of work
Commercial cleaning at the $30K-to-$300K-a-year contract tier is not a Google Ads game. It's a tender game. The facilities manager at a 12-school multi-academy trust, the procurement officer running a healthcare-cluster panel, the property manager of a 40-suite warehouse park: they don't search 'cleaner near me'. They publish a scope-of-work document on AusTender or LocalBuy, list a half-dozen mandatory criteria (BSCAA membership, ISO 9001, AS/NZS 4801 OHS, current Modern Slavery Act statement, evidence of CAF / INCLEAN compliance, a written quality KPI and audit cycle, after-hours window proof, casual-versus-permanent labour-cost transparency), and shortlist the three responses that look like a real corporate cleaner. ISS, Spotless, Cleanaway, Quad, ServiceFM, Glad Group and Australian Wide have a full-time tender team. You have you, the operations manager, and the next site walk in 90 minutes. The tender response you needed to write last Tuesday is still in drafts because the marketing time never appeared. So the corporates keep winning the $30K-to-$300K panels, and you keep the one-off after-hours cafe deep cleans that don't pay the EBA bill.
Good commercial-cleaning marketing at the contract tier is three things, in this order: a sector-page library where each of the six contract types you bid on (industrial, healthcare, retail, childcare, school, warehouse) is its own page with the compliance pack, the cleaning specification, the KPI audit cycle and a downloadable scope template; a tender-response pipeline that monitors AusTender, LocalBuy and state-government panel feeds, drafts a first-pass response in your voice mapped to every mandatory criterion in the cleaning specification, and surfaces every BSCAA + ISO 9001 + AS/NZS 4801 OHS + Modern Slavery Act + Cleaning Industry Award Schedule A + EBA + casual-versus-permanent labour-cost-transparency cert at the right point in the brief; and a facilities-manager outreach loop on LinkedIn and email that names the procurement officer, the property manager and the multi-academy facilities lead at the 200 organisations in your geography most likely to release a panel-supplier tender in the next 12 months.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the contract tier you actually want more of (industrial vs. healthcare vs. retail vs. childcare vs. school vs. warehouse) rather than chasing every commercial-cleaning search. Tracks the AusTender, LocalBuy and state-government panel feeds, flags the briefs that match your sector profile, drafts the scope-of-work response in your voice mapped to every mandatory criterion. Briefs the other agents so the sector pages, the facilities-manager outreach and the LinkedIn proof posts all reinforce the corporate-grade positioning the procurement officer is shortlisting on.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new sector page (a healthcare-cluster, a multi-academy-trust schools panel, a logistics-park warehouse contract) a five-minute job. Ships a procurement-grade sector page to your live site with the cleaning specification, the KPI audit cycle, the BSCAA + ISO + AS/NZS 4801 OHS certs above the fold, a downloadable scope template, and case-study citations from your real contract book, in two taps.
Goes through your live site for the things that actually move B2B rankings: per-sector and per-region keyword optimisation, Commercial Cleaning Service schema (not generic cleaning), the BSCAA, ISO and AS/NZS 4801 OHS cert badges in markup, and a Google Business Profile rebuilt around the contract tier (industrial, healthcare, building-services secondary categories). Auto-applies the low-risk fixes; flags anything bigger. Surfaces the sector pages on the queries facilities managers actually type ('commercial cleaning tender [city]', 'BSCAA member cleaning contractor [region]', 'healthcare cleaning compliance [state]').
Runs LinkedIn Sponsored InMail and Google Ads on the procurement queries that convert ('commercial cleaning tender [city]', 'BSCAA member cleaning contractor [region]', 'after-hours office cleaning panel supplier'). Targets the facilities-manager, procurement-officer and property-manager job titles inside the 200 organisations in your geography most likely to release a panel-supplier tender. Drops broad 'cleaner' bids that waste money on consumer queries. Switches consumer-Meta off entirely, this is a LinkedIn + Google Search business.
Turns every after-hours job into proof on LinkedIn: a Friday-night warehouse-park deep-clean, a holiday-turnover school clean, an infection-control hospital reset, a retail end-of-trade window-clean run. Builds the corporate-grade trust signal that separates a real BSCAA-member contractor from a residential cleaner pretending to do commercial. You upload one site-walk photo per job, the agent drafts the LinkedIn-first caption in your voice, you approve.
Drafts the long-form pieces a procurement officer reads before they release a tender: 'what does a CAF + INCLEAN compliant commercial cleaning specification actually require', 'how to write a school multi-site cleaning panel scope of work', 'Modern Award Schedule A casual-versus-permanent labour-cost transparency for facilities managers', 'how the Modern Slavery Act supply-chain transparency obligation maps to your cleaning contractor'. Two drafts a month, in your voice, that pull procurement officers to your site months before the tender drops.
Your first 30 days.
- Annual plan split across the six sectors you bid on (industrial, healthcare, retail, childcare, school, warehouse) and tilted to the tier that pays best
- Sector pages indexed for all six contract types with cleaning specification, KPI audit cycle and downloadable scope template
- BSCAA + ISO 9001 + ISO 14001 + AS/NZS 4801 OHS cert PDFs live and surfaced above the fold on every sector page
- AusTender + LocalBuy + state-government panel feeds wired into the dashboard with sector matching
- First two scope-of-work responses drafted in your voice, mapped to mandatory criteria, ready for your edit + sign-off
- LinkedIn Sponsored campaign live against facilities-manager + procurement-officer + property-manager titles inside your 200 priority organisations
- Google Business Profile rebuilt around Commercial Cleaning Service with the correct attributes and 27-strong service list
- Modern Award Schedule A labour-cost transparency table and Modern Slavery Act statement published on the procurement page
- Site-walk LinkedIn caption library running twice a week: after-hours warehouse deep-cleans, healthcare resets, school holiday turnovers
Commercial cleaning at the contract tier is a tender game, not a Google Ads game. The facilities manager picks the three responses that map cleanly to the cleaning specification, list the right BSCAA + ISO + AS/NZS 4801 OHS certs, and show a real KPI and audit cycle. Price comes after the shortlist. The work is making sure your response is one of the three, on every AusTender and LocalBuy panel that drops, in every sector you actually run a roster for.
Agencies are too expensive to actually staff your tender desk for $4k a month. Tools are cheap but the scope-of-work response stays in drafts because nobody has the hours. In-House is the third option: for $299 a month the agents draft the tender response, ship the sector pages, surface the certs, run the LinkedIn procurement outreach, and keep your Google Business profile reading like a corporate-grade contractor. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing $30K-to-$300K contracts to ISS by default.