Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
Veteran-owned. Jacksonville-based. Fixed rate per verified delivery. No auction, no Middleman Tax.
Jacksonville residential cleaning market data
Customer acquisition cost
Derived: LocalIQ CPL benchmark ÷ 25–50% close-rate assumptionCost per lead (FL)
LocalIQ Home Services benchmarks, cross-vertical range (residential cleaning not separately published), Apr 2024–Mar 2025Highest service-call window
WilDi Maps editorial judgment; no published seasonality benchmark meets our sourcing barThe product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown, not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | Per valid lead, price set by Google by location, job type, lead type and bidding mode. No published price. | Google's own words: 'You're charged for each valid lead you receive'; 'Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode.' Google publishes no per-vertical or per-market lead prices, so no dollar figure appears here. Note: from August 2026 Google is migrating LSA into Performance Max with pay-per-lead goals; you still pay only for valid leads, but manual maximum cost-per-lead bidding is going away. Google Local Services Ads help (charges, credits, Performance Max migration) |
| Google Search Ads | $93.69 to $228.15 cost per lead across published home-services trades; residential cleaning not separately published | LocalIQ's per-trade benchmark (medians, 3,211 US campaigns, Apr 2024 to Mar 2025) does not include a residential cleaning row. We show the span across the trades it does publish and say so, rather than borrow a figure. National, auction-priced. LocalIQ Home Services Search Advertising Benchmarks (Apr 2024 to Mar 2025) |
| Meta (Facebook and Instagram) lead ads | $2.23 avg CPC · $41.26 cost per lead (Home and Home Improvement, leads campaigns) | Platform-benchmark from 726 US leads-objective campaigns, Apr 2024 to Jun 2025. A Meta lead is a form fill from someone scrolling, not someone physically in your area; conversion rate in the benchmark is 5.22%. WordStream Facebook Ads Benchmarks 2025 |
| Static billboards (Jacksonville) | $3 to $10 CPM nationally (executed contracts); Jacksonville blended traditional-billboard CPM $5 to $12; static bulletins $1,800 to $6,500 and posters $800 to $2,200 per 4-week flight, production $400 to $1,400 extra (AdQuick 2026 guide) | No Jacksonville operator publishes a rate card, so the local figure is a marketplace listing and labelled secondary; the national range is from executed contracts. Impressions follow Geopath's definition: gross exposures including passengers and duplicated views, not people. Solomon Partners / OAAA 2025 CPM comparison; AdQuick Jacksonville listing; Geopath glossary |
| Digital billboards (Jacksonville) | Freeway digital bulletins $5 to $12 CPM (share of voice $3,000 to $12,000 per unit per month); downtown LEDs $12 to $22, JAX airport $15 to $28, programmatic exchange $4 to $11 (AdQuick Q2 2026 marketplace rates); self-serve plays from $0.01 per ~8-second play | A digital board rotates advertisers, typically 8 seconds of exposure every 64 to 80 seconds, so your exposure is a fraction of the board's traffic. Marketplace ranges are asking prices; the per-play price is the only platform-published billboard price that exists. AdQuick Jacksonville DOOH listing; Blip pricing |
| Lead marketplaces (Angi, HomeAdvisor, Thumbtack, Networx) | Angi and Thumbtack publish no per-lead prices; Networx publishes $10 to $100+ per shared lead and $15 to $120+ exclusive (2023) | Angi's 10-K: pros pay for the match 'regardless of whether the Pro ultimately provides the requested service'. Thumbtack caps a homeowner at five pros in the first four hours, then lifts the cap. Networx sends one pay-per-lead to up to four contractors. The FTC's 2022 to 2023 action against HomeAdvisor concerned the quality and source of leads sold to pros (allegations resolved by consent order). No qualifying source publishes a per-trade lead price for Angi or Thumbtack, so none appears here. Angi FY2025 10-K; Thumbtack help center; Networx help center; FTC |
| WilDi Maps: Cost Per Verified Delivery (CPVD) | From $0.25 (background, tier-based); tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. Recommended mix for residential cleaning: zones over the residential clusters your route already serves, plus background for city-wide brand presence. No auction, no bots, no Middleman Tax. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a tier-based rate (from $0.25) each time your message is delivered to a real phone moving through a real street segment you own. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach": a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click), the pricing models that hide 30-50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
That's $30,000 per year. Here's where every dollar ends up:
What you put in
27% taken by SSPs and DSPs before an ad runs
26% on made-for-advertising sites, unmeasurable and non-viewable placements, and bots
47% of what you put in
Same budget, same ambition
Fixed verified human delivery · no auction
100% of your budget, a known quantity
$15,870 stops flowing to middlemen. 93,744 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel coverage. Background brands can use the Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax is anchored to the ANA Programmatic Media Supply Chain Transparency Study: Complete Report (Association of National Advertisers, December 5, 2023), which found that transaction costs, primarily DSP and SSP fees, account for 29 percent of the ad dollar, and that only 36 cents of every dollar entering a DSP effectively reaches the consumer once invalid traffic, non-viewable impressions and made-for-advertising sites are counted. Per-vertical estimates are not pure fee figures: they blend that fee skim with WordStream cost-per-click benchmarks and DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1990 , meaning a typical home is now 36 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
High-end coastal community with large luxury homes and dual-earner professional households; premium pricing tolerance and high-frequency (weekly) recurring service the norm.
Established suburban stock with large lots and dual-income families; mature neighborhoods feed adjacent-neighbor referrals that compound margin on a single route.
One of the country's fastest-growing planned communities: young professional families with kids, dense same-street clustering ideal for route density, strong bi-weekly contract uptake.
Urban professional district with older affluent homes and walkable density; high concentration of dual-earner households and retirees seeking recurring service.
Historic premium-conscious district with established homes; older buyers value trust and consistency, driving long-tenured recurring contracts at higher ticket sizes.
Volume-and-value market: family-density and bi-weekly contracts at competitive price points; route density compounds quickly when you stack neighbors on the same day.
For operators on shared-lead platforms
Lead-marketplace platforms resell the same request to multiple competing cleaners: Thumbtack caps a homeowner at five pros in the first four hours and then lifts the cap, and Networx sends one pay-per-lead to up to four contractors. Angi's own 10-K says pros pay for the match regardless of whether they end up doing the job. Angi and Thumbtack publish no per-lead prices, so we don't quote figures for them. CPVD is a different model entirely: you own the corridor, the delivery is verified to a real phone while they're driving, and there's no shared-lead bidding war. See how the math compares for residential cleaning operators.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every residential cleaning ad budget. A few honest cases where traditional channels still pencil out:
If you're running brand awareness for a national maid service franchise across dozens of metros, broadcast TV and out-of-home buys deliver scale that GPS-verified delivery can't match yet. WilDi delivers nation-wide via Backgrounds and into any Tunnel or Zone the operator places, but per-metro network density is sized today for hyperlocal saturation, not broadcast TV's mass reach. Single-metro franchisees still benefit from local zone targeting underneath the corporate brand spend.
If your business is hospitality-housekeeping or short-term-rental turnover, your buyers are property managers and hosts, not homeowners. That's a B2B relationship sale through host networks and direct outreach. Consumer-grade local advertising won't reach them efficiently.
Office cleaning, medical-facility cleaning, and post-construction commercial work are sold through RFPs, facility managers, and commercial real estate broker relationships. CPVD doesn't help you reach a property manager. Stick to LinkedIn, BNI groups, and direct outreach for the commercial side, and use WilDi for the residential book.
Residential cleaning is not among the verticals with a platform-published cost-per-lead benchmark: across the published home-services verticals, search-ads CPL runs $93.69–$228.15 (LocalIQ, Apr 2024–Mar 2025), which at a 25–50% close rate implies roughly $190–$920 per acquired customer. Google does not publish Local Services Ads lead prices, and neither Angi nor Thumbtack publishes a per-trade rate, so we don't quote figures for them. WilDi Maps' Cost Per Verified Delivery (CPVD) starts from $0.25 per GPS-verified delivery on background rotation, with tunnels and zones priced higher for hyper-local precision. The variance across the other channels is mostly waste: impressions delivered to renters, passengers, out-of-market commuters, and bots.
Recurring cleaning is route-density economics. A new client two blocks from an existing client is fundamentally different from one across town, because you have already paid the drive time. One-time deep cleans are supply-intensive and travel-heavy by comparison. Lead-gen marketplaces are blind to that geography; they sell you whichever ZIP code raised a hand, and Networx states plainly that one pay-per-lead goes to up to four contractors. WilDi Maps lets you advertise inside the corridor your truck already serves, so every new client compounds the margin on a route you are already driving.
Cost Per Verified Delivery is WilDi Maps' pricing model. You pay from $0.25 each time your message is delivered to a real phone moving through a real street segment that's yours. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Zones (about 0.28 square mile areas) and tunnels (1-mile road strips) are priced higher for hyper-local precision. No bots, no off-screen impressions, no auction, no Middleman Tax, no shared-lead bidding. A delivery is not a lead, and the site never equates the two.
Zones are the default for residential cleaning. A about 0.28 square mile zone over a Mandarin or Nocatee cluster blankets the same neighborhood your existing clients already live in. That's where adjacent-neighbor referrals compound. Tunnels (1-mile road strips) work when you have a clear route corridor your trucks run every week. Most residential cleaning operators we talk to land on a mix: zones over the dense residential clusters they already service, plus background rotation for city-wide brand recall when a homeowner is between providers.
Deep cleans command premium pricing but they are your supply-intensive, unfamiliar-property work. Recurring maintenance cleans are the profit engine, because the same crew works a known home on a known route. No source we would cite publishes ticket values or conversion rates for residential cleaning, so we won't put numbers on either side; run your own book. The strategic point survives the arithmetic: advertise the deep clean as the entry product, then convert first cleans into recurring maintenance, and target where recurring actually sticks. A zone over a dual-earner suburb converts to recurring at a better rate than a city-wide spray.
Yes, materially. Employee-model cleaning companies (W-2 staff, branded uniforms, bonded and insured) carry higher fixed labor cost per visit but can guarantee consistency. That's a referral-and-trust play, which means brand presence (zones plus background) outperforms shared-lead marketplaces. Contractor-model operations (1099 cleaners, app-dispatched) compete on price and availability, and tend to live in marketplace economics. WilDi favors the employee model: you're paying to own a corridor of trust, not paying to win an auction against whoever else the platform sent the same homeowner to.
Three levers. First, stop paying for shared leads. Thumbtack caps a homeowner at five pros in the first four hours and then lifts the cap, and Networx sends one pay-per-lead to up to four contractors, so your effective cost per booked job is the lead price divided by your win rate. Second, target by household density, not by city-wide reach. A zone over Mandarin or Nocatee reaches dual-earner homeowners; a billboard on I-95 reaches commuters, and a billboard impression is a car passing a board. Third, lean into route density: every adjacent-neighbor referral on an existing route is the cheapest customer you'll ever acquire.
Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.
One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
No. Every tier has a fixed, published rate per verified delivery. The price you see is the price you pay, whether it is game day or a Tuesday morning. Higher tiers carry lower per-delivery rates.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.
