The Q2 2026 benchmarking report for UK cleaning brands has just been published. Learn how the top 12 UK cleaning brands perform across the digital space.
The Q2 2026 benchmarking report for UK cleaning brands has just been published. It covers the largest 12 UK cleaning brands, including Dri-Pak, smol, Faith In Nature, Splosh, Spruce, Miniml, Reco, OceanSaver, Purdy & Figg, Simple Living Eco, Bower Collective, and Delphis Eco.
The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks, and missed opportunities for other cleaning delivery brands to win brand exposure and drive online sales. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key take-aways, please complete the enquiry form or schedule a call.
Q2 2026 Winners LEaderboard
For a glance into just 6 of the metrics we evaluated these top 12 online cleaning product delivery suppliers on, check out our quick-look table below;
To understand what the *CTM Digital Performance Index™ is click here.
Continue reading for further detail on this quarter's top and poorest-performing online learning providers, or request a copy of the report for the full review.
What The Industry Research Report Covers
The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Driving Optimal ROAS from Paid Media Channels
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will under-perform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long term viability, competitive advantage, and sustainability.
Pay-Per-Click Marketing
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q2 2026, the average monthly budget wastage across these UK cleaning products was £2,299with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £14. This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Purdy & Figg reported the lowest monthly cost-per-click (CPC) at £7, and Faith In Nature reported the highest at £42.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Reco has the lowest estimate monthly ad spend at £15, and Purdy & Figg has the highest at £98,300.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Technical Website Compliance
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For cleaning products brands, they'll need to ensure the site is easily navigable to direct users to their products as quickly as possible. These brands will also need to assess their internal linking structure and redirect any broken links to other product pages, when applicable.
In our previous audit, Bower Collective reported the most 404 errors (268). This quarter, Bower Collective has decreased their total to 142, showing improvement. Currently, the brand with the most 404 errors is Miniml (483). Providing users with a search function on every page can help minimise frustration if they do encounter missing content. Even when a page can’t be found, users still have a quick way to continue navigating the site.
Site Speed & Conversion Rate Performance
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. For cleaning products brands, they'll need to ensure the site is easily navigable to direct users to their products as quickly as possible. These brands will also need to assess their internal linking structure and redirect any broken links to other product pages, when applicable.
In our previous audit, Splosh reported the slowest mobile site speed (21). This quarter, Splosh has since decreased their score to 16. Currently, the mobile site speed ranges between 39 and 12, with Dri-Pak the brand to watch. Search engines consider page speed as part of the overall user experience, particularly for mobile-first indexing. Websites with strong mobile performance may benefit from improved visibility in search results compared to slower competitors.
Building Competitive Advantage with Domain Authority
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, ie. ‘free’ traffic that isn’t gained through sponsored ads. Cleaning products brands have the opportunity to win exceptionally high value links if they seek partnerships with retailers to expand their online reach.
Previously, Reco reported the lowest DA score (12). This quarter, Reco continues to report 12 for their DA score. However, the brand to watch currently is Simple Living Eco (8). Businesses with strong domain authority may find it easier to recover from search engine algorithm changes. Established websites with trustworthy backlink profiles and quality content are often more resilient to ranking fluctuations. This can provide greater stability in organic traffic performance.
Organic Performance – Mobile & Desktop
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. The cost-of-living crisis has encouraged many consumers to look for ways to save money on their everyday essentials, like cleaning products. Many have resorted to homemade creations or sticking to store brands, so we’d expect to see a fall in traffic due to reflect this consumer decision.
Three brands reported a decrease in organic traffic on desktop, with Spruce reporting the biggest loss (-47%) — an improvement from -56% previously. On mobile, four brands reported a decrease in organic traffic, with Spruce seeing the biggest loss (-37%). Desktop users may interact more frequently with detailed visuals, downloadable resources, or comparison tools that are harder to use on smaller screens. Websites that fail to adapt these features for mobile devices could experience uneven organic engagement across platforms.
Universal Search Opportunity
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Reviews' and ‘people also ask’ will be excellent ways for cleaning products brands to build trust with consumers, directly from the SERP.
Faith In Nature continues to secure the most Universal Search appearances (1,616) — with smol now in second place. The majority of Faith In Nature’s appearances came from ‘AI Overview’ (727).
The Longtail Keyword Opportunity
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Cleaning products brands will want to ensure they’re appearing for terms that include high-intent phrases, such as 'eco-friendly cleaning products’, ‘plastic-free cleaning solution’, or ‘kitchen cleaner for stubborn stains’.
Faith In Nature continues to secure the most longtail keyword appearances for position 3 (946) — an increase from 810 previously. Smol has secured the most appearances for positions 4–10 (1,627). By targeting longtail keywords, websites can reach niche audiences more effectively. This helps businesses connect with users who have particular interests, needs, or questions that broader content may not address.
Facebook Adverts
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For any cleaning products brand, Facebook ads are an opportunity to drive traffic to specific products. If they haven’t already done so, they should be promoting new releases or looking to expand brand awareness for their least-performing cleaning essentials.
We’ve included screenshots of Purdy & Figg’s sponsored Facebook posts. Facebook posts with concise wording are usually easier for users to engage with emotionally. Short, direct sentences can make promotional messages feel more conversational and less like hard-selling advertisements.
Top Social Shares & Content
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Social media provides many opportunities for cleanings products brands to share links to new products or a brand’s most-recent blog post. Brands should look to build a social media presence that’s not just focused on selling but on forming a relationship with their followers to build trust and authority.
Smol secured the most Facebook Likes (190,100) — an increase from 189,500 previously. Purdy & Figg also secured the most Instagram followers (281,600) — an increase from 270,800 previously. Facebook was the most popular social media platforms of all brands. Smol received the highest total engagement rate (26,573) and the highest average engagement (2,044).
Website Readability & Accessibility
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites aren’t designed to meet these needs, brands lose customer interest as they turn elsewhere. Websites that aren’t accessible can frustrate consumers, resulting in them losing trust in your brand.
In our previous report, Delphis Eco received the most accessibility alerts (151). This quarter, Delphis Eco remains the retailer to watch, though they’ve since decreased their total to 112 — demonstrating progress. Accessibility alerts can become frustrating for users when they appear too frequently throughout a website. Constant interruptions may distract visitors from the content they were trying to access and create a less enjoyable browsing experience.
Get the full 70-page Q2 2026 Report
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.