Brandwave

Cleaning Buddies vs Icon Clean:Which is more popular?

In September 2026, Icon Clean had more branded searches than Cleaning Buddies among home cleaning services in New Zealand. Icon Clean had about 260 branded searches, while Cleaning Buddies had 170. Icon Clean made up 9.6% of all home cleaning service searches we track, and Cleaning Buddies accounted for 6.3%. When we asked ChatGPT and Google AI Overviews about home cleaning services, Cleaning Buddies and Icon Clean each appeared in two of the three answers. Icon Clean was mentioned before Cleaning Buddies in every answer that named either.

Among home cleaning services in New Zealand in September 2026

Who do people search for more?

Icon Clean, about 53% more searches than Cleaning Buddies

Icon Clean 260 searchesCleaning Buddies 170 searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

Cleaning Buddies in 2 of 3Icon Clean in 2 of 3

Who does AI recommend more?

Icon Clean, named ahead of Cleaning Buddies in 2 of 2 answers

Icon Clean first in 2Cleaning Buddies never first

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Top home cleaning services in ChatGPT and Google AI Overviews

In three ChatGPT questions, Cleaning Buddies and Icon Clean were each mentioned in two out of three: in two of the three ChatGPT answers. Icon Clean was listed before Cleaning Buddies in every answer that named either.

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 Cleaning Buddies or Icon Clean more popular in search?

This chart shows how often people search Google for Cleaning Buddies and Icon Clean 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.

Cleaning Buddies and Icon Clean among home cleaning services in New Zealand, by month

Share of searches by month for Icon Clean, Cleaning Buddies. 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 Cleaning Buddies and Icon Clean comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Cleaning Buddies took it in January 2026, Icon Clean took it in February 2026, Cleaning Buddies took it in July 2026, Icon Clean took it in August 2026.
  • Across the 12 months ending September 2026, Cleaning Buddies’ share of searches among home cleaning services in New Zealand moved from 4.3% to 6.3%, and its estimated monthly branded searches moved from 140 to 170.
  • Across the 12 months ending September 2026, Icon Clean’s share of searches among home cleaning services in New Zealand moved from 6.5% to 9.6%, and its estimated monthly branded searches moved from 210 to 260.

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

2 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. Estimated monthly branded searches for Icon Clean in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Cleaning Buddies’ and Icon Clean’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.

Cleaning Buddies

1 branded search term

  • cleaning buddies

Icon Clean

1 branded search term

  • icon clean

How the Brand Demand Index is measured

Other head-to-heads among home cleaning services

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