Icon Clean vs Spruce:Which is more popular?
In September 2026, Icon Clean had more branded searches than Spruce among home cleaning services in New Zealand. Icon Clean had about 260 branded searches, while Spruce had 110. Icon Clean made up 9.6% 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 Icon Clean in two. Icon Clean was mentioned before Spruce in two out of three answers.
Who do people search for more?
Icon Clean, about 2 searches for every 1 for Spruce
Who does AI mention more?
Spruce, mentioned in every answer we collected
Who does AI recommend more?
Icon Clean, named ahead of Spruce in 2 of 3 answers
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Top home cleaning services in ChatGPT and Google AI Overviews
In three ChatGPT questions, Spruce appeared in all three answers. Icon Clean was mentioned in two out of three: in two of the three ChatGPT answers. Icon Clean was listed before Spruce in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Spruce3 of 3Named in 3 of 3 ChatGPT answers
- Icon Clean2 of 3Named in 2 of 3 ChatGPT answers
Cleaning Buddies2 of 3Named in 2 of 3 ChatGPT answers
Clean for Good2 of 3Named in 2 of 3 ChatGPT answers
Absolute Domestics1 of 3Named in 1 of 3 ChatGPT answers
Maid2Match1 of 3Named in 1 of 3 ChatGPT answers
CrestClean0 of 3Named in 0 of 3 ChatGPT answers
Jim's Cleaning0 of 3Named in 0 of 3 ChatGPT answers
Cleantastic0 of 3Named in 0 of 3 ChatGPT answers
Spotless Cleaning0 of 3Named in 0 of 3 ChatGPT answers
See every answer about home cleaning services
3 answers
Asked ChatGPT
“Which home cleaning service should I hire in New Zealand?”
Asked ChatGPT
“What are the best home cleaning services in New Zealand?”
Asked ChatGPT
“What's the best home cleaning service in New Zealand for regular house cleaning?”
Searched Google, AI Overview
“house cleaning nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“cleaning franchise nz”
Google showed no AI Overview for this search.
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 Icon Clean or Spruce more popular in search?
This chart shows how often people search Google for Icon Clean 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.
Share of searches by month for Icon Clean, Spruce. The figures are in the table below the chart.
View monthly share of searches table
| Month | CrestClean | Absolute Domestics | Jim's Cleaning | Icon Clean | Cleaning Buddies | Clean for Good | Cleantastic | Maid2Match | Spruce | Spotless Cleaning |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.9% | 15.1% | 26.5% | 6.5% | 4.3% | 4.3% | 5.2% | 0.62% | 4.3% | 2.2% |
| Nov 2025 | 39.5% | 14.9% | 19.5% | 5.2% | 5.2% | 5.2% | 4.3% | 0.61% | 4.3% | 1.5% |
| Dec 2025 | 34.2% | 16.4% | 17.8% | 7.2% | 7.2% | 5.8% | 3.8% | 0.34% | 4.8% | 2.4% |
| Jan 2026 | 39.3% | 18.1% | 15.7% | 5.1% | 6.3% | 6.3% | 3.3% | 0.3% | 3.3% | 2.1% |
| Feb 2026 | 35.7% | 17.5% | 14.6% | 6.1% | 5% | 7.5% | 5% | 0.36% | 5% | 3.2% |
| Mar 2026 | 33% | 19.8% | 13.2% | 6.9% | 5.6% | 4.6% | 4.6% | 3.6% | 5.6% | 3% |
| Apr 2026 | 36.9% | 18.1% | 12.2% | 7.7% | 6.3% | 6.3% | 4.1% | 3.3% | 3.3% | 1.8% |
| May 2026 | 36.4% | 17.8% | 12% | 7.6% | 7.6% | 4% | 6.2% | 1.5% | 5.1% | 1.8% |
| Jun 2026 | 33.4% | 16.1% | 13.4% | 10.7% | 7% | 4.7% | 3.7% | 4% | 4.7% | 2.3% |
| Jul 2026 | 35.5% | 17.4% | 11.7% | 7.4% | 9.2% | 6% | 3.9% | 2.5% | 3.9% | 2.5% |
| Aug 2026 | 35.7% | 14.3% | 11.8% | 9.3% | 5% | 6.1% | 5% | 3.9% | 3.9% | 5% |
| Sep 2026 | 36.9% | 14.8% | 12.2% | 9.6% | 6.3% | 5.2% | 5.2% | 4.1% | 4.1% | 1.8% |
How has the Icon Clean and Spruce comparison changed over the last 12 months?
3 findings
- Icon Clean was ahead of Spruce in every measured month of the 12 months ending September 2026.
- 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.
- 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?
2 changes
In September 2026, Spruce rose from 10th to 9th among home cleaning services in New Zealand.
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 Icon Clean’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.
Icon Clean
1 branded search term
- icon clean
Spruce
1 branded search term
- spruce cleaning
Other head-to-heads among home cleaning services
- CrestClean vs Absolute Domestics: compare popularity
- CrestClean vs Jim's Cleaning: compare popularity
- CrestClean vs Icon Clean: compare popularity
- CrestClean vs Cleaning Buddies: compare popularity
- Absolute Domestics vs Jim's Cleaning: compare popularity
- Absolute Domestics vs Icon Clean: compare popularity
Put your own brand in this comparison
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