Brandwave

Clean for Good vs Spruce:Which is more popular?

In September 2026, Clean for Good had more branded searches than Spruce among home cleaning services in New Zealand. Clean for Good had about 140 branded searches, while Spruce had 110. Clean for Good made up 5.2% of all home cleaning service searches we track, and Spruce accounted for 4.1%. When we asked ChatGPT and Google AI Overviews about home cleaning services, Spruce appeared in all three answers and Clean for Good in two. Spruce was mentioned before Clean for Good in two out of three answers.

Among home cleaning services in New Zealand in September 2026

Who do people search for more?

Clean for Good, about 27% more searches than Spruce

Clean for Good 140 searchesSpruce 110 searches

Who does AI mention more?

Spruce, mentioned in every answer we collected

Spruce in 3 of 3Clean for Good in 2 of 3

Who does AI recommend more?

Spruce, named ahead of Clean for Good in 2 of 3 answers

Spruce first in 2Clean for Good first in 1

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Top home cleaning services in ChatGPT and Google AI Overviews

In three ChatGPT questions, Spruce appeared in all three answers. Clean for Good was mentioned in two out of three: in two of the three ChatGPT answers. Spruce was listed before Clean for Good in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Icon Clean1st
  2. Cleaning Buddies2nd
  3. Spruce3rd
  4. Clean for Good4th
  5. Absolute Domestics5th
  6. Maid2Match6th
  7. CrestClean–
  8. Jim's Cleaning–
  9. Cleantastic–
  10. Spotless Cleaning–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about home cleaning services

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Clean for Good or Spruce more popular in search?

This chart shows how often people search Google for Clean for Good and Spruce by name. Each line represents a brand's share of searches for all ten home cleaning services we track, month by month, from searches in New Zealand.

Clean for Good and Spruce among home cleaning services in New Zealand, by month

Share of searches by month for Clean for Good, Spruce. The figures are in the table below the chart.

View monthly share of searches table
MonthCrestCleanAbsolute DomesticsJim's CleaningIcon CleanCleaning BuddiesClean for GoodCleantasticMaid2MatchSpruceSpotless Cleaning
Oct 202530.9%15.1%26.5%6.5%4.3%4.3%5.2%0.62%4.3%2.2%
Nov 202539.5%14.9%19.5%5.2%5.2%5.2%4.3%0.61%4.3%1.5%
Dec 202534.2%16.4%17.8%7.2%7.2%5.8%3.8%0.34%4.8%2.4%
Jan 202639.3%18.1%15.7%5.1%6.3%6.3%3.3%0.3%3.3%2.1%
Feb 202635.7%17.5%14.6%6.1%5%7.5%5%0.36%5%3.2%
Mar 202633%19.8%13.2%6.9%5.6%4.6%4.6%3.6%5.6%3%
Apr 202636.9%18.1%12.2%7.7%6.3%6.3%4.1%3.3%3.3%1.8%
May 202636.4%17.8%12%7.6%7.6%4%6.2%1.5%5.1%1.8%
Jun 202633.4%16.1%13.4%10.7%7%4.7%3.7%4%4.7%2.3%
Jul 202635.5%17.4%11.7%7.4%9.2%6%3.9%2.5%3.9%2.5%
Aug 202635.7%14.3%11.8%9.3%5%6.1%5%3.9%3.9%5%
Sep 202636.9%14.8%12.2%9.6%6.3%5.2%5.2%4.1%4.1%1.8%

How has the Clean for Good and Spruce comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Spruce took it in March 2026, Clean for Good took it in April 2026, Spruce took it in May 2026, Clean for Good took it in July 2026.
  • Across the 12 months ending September 2026, Clean for Good’s share of searches among home cleaning services in New Zealand moved from 4.3% to 5.2%, and its estimated monthly branded searches held steady at 140.
  • Across the 12 months ending September 2026, Spruce’s share of searches among home cleaning services in New Zealand moved from 4.3% to 4.1%, and its estimated monthly branded searches moved from 140 to 110.

How did search popularity change for New Zealand home cleaning services in September 2026?

3 changes

  1. In September 2026, Cleaning Buddies overtook Clean for Good to rank 5th among home cleaning services in New Zealand, with 6.3% of the searches.

  2. In September 2026, Clean for Good lost share of searches among home cleaning services in New Zealand, from 6.1% to 5.2%.

  3. In September 2026, Spruce rose from 10th to 9th among home cleaning services in New Zealand.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Clean for Good’s and Spruce’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Clean for Good

1 branded search term

  • clean for good

Spruce

1 branded search term

  • spruce cleaning

How the Brand Demand Index is measured

Other head-to-heads among home cleaning services

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