Episode 1243 – The Marketing Math That Could Save Your Cleaning Business
How Cleaning Business Owners Can Win at Marketing
Mike Campion sat down with marketing expert Jackson Pinkoski to break down key strategies for cleaning company owners looking to get the most from their marketing dollars. They discussed the biggest mistakes owners make and how to use data to make smarter decisions.
Understanding Marketing Numbers
Many business owners don’t track their numbers correctly, leading to wasted money. Mike explained key terms like CAC (Customer Acquisition Cost), ROAS (Return on Ad Spend), and LTV (Lifetime Value). If you know how much it costs to get a customer and how much they will spend over time, you can make better marketing choices. He emphasized that successful businesses don’t just look at the cost of getting a customer but at the long-term profit they bring.
Recurring Revenue Is King
One of the biggest advantages cleaning businesses have is recurring revenue. Mike pointed out that commercial clients often stay for years if the service is good. Even residential customers typically stick around for a year or more. That means spending money upfront to acquire a customer is worth it because the business keeps making money from them long after that first month.
The Right Way to Spend on Ads
Many cleaning company owners either spend too little on marketing or waste money without tracking results. Mike stressed that if a business spends $400 to get a customer who pays $400 per month, that’s a great deal—especially if they stay for a year or more. Instead of looking at marketing as an expense, owners should see it as an investment that brings steady income.
Track Data, Not Feelings
One of the biggest mistakes owners make is trusting their gut instead of their numbers. If a marketing strategy brings in customers, even if some leads seem bad, it might still be profitable. Mike encouraged owners to calculate their CAC to LTV ratio before deciding if something “works” or not. His advice? Follow the data, not the drama.