Three options. Only one actually works for your business.
Commercial cleaning is a tender business, and your website is the first round
A commercial cleaning contract starts months before the first night shift. A facilities manager at a medical centre, a strata building, a school district or a Coles Express franchise group puts the cleaning contract out to tender every two to three years. They long-list four to six providers from a Google search ('commercial cleaning Parramatta', 'medical centre cleaning Sydney'), request scope of services documents and references, then narrow to the two or three who can prove they understand the KPI and SLA reporting, the unionised workforce considerations, the police-check and working-with-vulnerable-people requirements for school and aged-care work, and the night-shift management at scale. The businesses that fill their portfolio are not the cheapest, they are the ones whose website pre-answers every tender question, whose Google Business Profile says 'Commercial Cleaning Service' loudly enough that the algorithm doesn't lump them in with the residential operators, and whose sector positioning (medical, retail, education, corporate office, hotel) is sharp enough to make the long-list automatically.
Good commercial-cleaning marketing is three things, in this order: a sector-page library where the five contract types you actually win are each their own page (office nightly, medical centre with infection control, retail end-of-trade, school and TAFE with WWCC, hotel housekeeping outsource), each with the right KPI and SLA framework, the right compliance signals (ISSA or BSCAA member, AS/NZS 4801 or ISO 45001, modern slavery statement, UWU EBA status), and the typical scope of services document available on request; a Google Business Profile with 'Commercial Cleaning Service' as the primary category (NOT 'Cleaning Service', which collides you with residential) and the right secondary categories for the sectors you cover; and a LinkedIn-plus-Google Ads play targeting facilities managers, procurement managers and strata managers directly, because that's where the contract-buying decision actually sits.
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 sectors you actually want to win tenders in (medical centre with infection control vs corporate office nightly vs school and TAFE vs retail end-of-trade vs hotel housekeeping outsource) rather than chasing every 'commercial cleaning' search. Briefs the other agents so the sector pages, the LinkedIn facilities-manager ads, the night-crew posts and the credentials wall all reinforce the highest-margin sectors for your business, not whatever the multinationals are bidding on this quarter.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new sector or sector-and-city page (a 'medical centre cleaning in [city]' or a 'corporate office nightly in [CBD]') a five-minute job. Ships clean pages with the right KPI framework, the right credentials wall (ISSA, AS/NZS 4801, UWU EBA, $20m PL), the standard scope of services document available on request, real night-crew photos, and a tender-enquiry CTA, in two taps.
Goes through your live site for the things that actually move B2B commercial rankings: per-sector and per-city keyword optimisation, Commercial Cleaning Service schema (with the right secondary categories so you decouple from residential), facilities-manager-intent internal linking (sector pages linking to your case studies linking to your QA audit framework), and a Google Business Profile that says 'Commercial Cleaning Service' loudly enough that the algorithm stops sending you residential 'house cleaner' searches. Auto-applies the low-risk fixes.
Runs a layered ad strategy: Google Ads on sector-specific long-tail queries ('medical centre cleaning Sydney', 'strata cleaning Parramatta', 'school cleaning contract Brisbane') where the multinationals look generic, plus LinkedIn campaigns targeting facilities managers, procurement managers, practice managers and strata managers by job title and company size. Loads 'house cleaner', 'residential cleaning', 'Airtasker' as negatives. Drops broad 'commercial cleaning' bids that bleed against Spotless and Quayclean.
Turns the night crew into your competitive moat on LinkedIn and Instagram. Posts the night-crew-in-uniform photos, the ATP-swab QA audit results, the practice-manager testimonial from the medical clean, the FM testimonial from the corporate nightly contract win, the WWCC compliance update for the school work. Builds the trust signal that separates a credentialled commercial operator from a residential business with a contract or two. You text one photo per week, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces facilities managers and procurement teams Google before they put out a tender: 'how much should a commercial cleaning contract cost per square metre in 2026', 'what to look for in a medical-centre cleaning provider', 'the scope of services document explained', 'CIMS vs in-house QA audit: what facilities managers should ask for'. Two drafts a month, in your voice, that pull in the procurement-side researcher months before the tender goes out.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan against your priority sectors and tender pipeline delivered by Sam
- Google Business Profile re-categorised to Commercial Cleaning Service
- Three sector pages (medical, corporate office, retail or school) indexed and ranking
- LinkedIn ads live targeting facilities and practice managers in your service cities
- First fortnight of night-crew captions queued in your voice
- Credentials wall (ISSA, AS/NZS 4801, UWU EBA, $20m PL) shipped across the site
- Scope of services document template and per-sector KPI framework drafted for approval
Commercial cleaning is a tender business with a website problem layered on top. Spotless and Quayclean have the procurement relationships and the broad-search budget. Your job is making sure the facilities manager who Googles 'medical centre cleaning [city]' or 'strata cleaning [council]' lands on a sector specialist, not a generalist, and reads (before they ring) that you're CIMS-accredited, $20m PL insured, UWU EBA, and that your scope of services document is ready to send. The sector-page library, the GBP completeness, the credentials wall and the LinkedIn facilities-manager ads are what build the tender long-list automatically.
Agencies are too dear to actually run the five-sector page library and the LinkedIn facilities-manager ads for $3.5k a month. Tools are cheap but you're updating the tender template between QA audits and the medical-centre page stays theoretical. In-House is the third option: for $299 a month the agents ship the pages, launch the sector-by-sector ads, post the night-crew photos, and keep your Google Business profile decoupled from residential. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the three-year contracts to multinationals who look generic.