Website, ads and CRM for cleaning companies: a cleaning booked in a minute and customers who come back.
A homeowner wants to know the price before calling, book a convenient time and pay with Kaspi. An office manager looks for a contractor with a contract and proper closing documents. We build a system for both funnels: a website with a calculator, ads by district and urgent queries, and a CRM with cleaner schedules and repeat orders.
Six areas of work for a cleaning company.
Calculator by m², online booking with time slots, Kaspi, regular-cleaning subscription, B2B section, two languages.
from ₸300,000Mobile appCustomer app with subscription and Kaspi, cleaner app with schedule, checklists and photo reports. iOS and Android, from 8 weeks.
from ₸2,500,000CRM & automationOrders from all channels, cleaner schedules, checklists and photo reports, repeat cleanings, reviews, a separate B2B funnel.
from ₸350,000SEOPages for cleaning types and districts, 2GIS and Google listings, reviews, B2B queries, Kazakh version. Results in 3–5 months.
from ₸200,000/moTargeted adsInstagram and TikTok by service area, before/after videos, first-cleaning and subscription offers, requests to WhatsApp and CRM.
from ₸150,000/moSearch adsGoogle Ads and Яндекс Директ for urgent and price queries, B2B campaigns, landing pages with a calculator, call tracking.
from ₸150,000/moCleaning in Kazakhstan sells two different things. To private customers it sells one-off or regular apartment cleaning, deep cleaning, post-renovation cleaning, window washing and sofa and carpet cleaning: the decision takes a day and depends on price, reviews and response speed. To companies it sells daily maintenance of an office, store or mall under contract: the decision takes weeks and depends on the proposal, a site visit and paperwork.
In the private segment, money is made not on the first cleaning but on the next ones. A customer who ordered a deep clean once orders maintenance cleaning a month later and windows in spring. Without a customer base, reminders and a regular-cleaning subscription, every order has to be bought with advertising again.
Below is what we do for cleaning companies and dry cleaners in Almaty, Astana and other cities: each area has its own page with features, integrations and prices.
What cleaning companies come to us with.
- Prices are calculated manually from photos in WhatsApp: the customer waits an hour, and by then three competitors have already replied.
- Orders, addresses and cleaner schedules live in Excel and chats; double bookings, late arrivals and forgotten add-ons surface on site.
- There are almost no repeat orders: no customer base with the last cleaning date, and nobody reminds people about maintenance cleaning or spring window washing.
- Ads run across the whole city although crews can physically reach only some districts; urgent searches like «cleaning today» go to whoever answers faster.
- Private orders and office contracts are mixed in one chat: long B2B deals get lost among one-off cleanings.
- Reviews and before/after photos are not collected systematically, although customers choose a cleaning service almost entirely by them and by the 2GIS rating.
What matters specifically in Kazakhstan.
- 2GIS — people search for cleaning as a nearby service: a listing with prices, work photos and replies to reviews brings requests on par with the website.
- Kaspi — payment via Kaspi Pay or QR after the work is accepted, prepayment for post-renovation cleaning; customers expect this method, not a transfer to an employee's card.
- WhatsApp — the main channel: apartment photos for an estimate, time confirmation, the cleaner's photo report. With the WhatsApp Business API this runs from the CRM automatically.
- Two languages — website and ads in Russian and Kazakh; in Astana and Shymkent a noticeable share of searches is in Kazakh.
- B2B and public procurement — offices and business centers require a contract, acts and e-invoices (ESF) from 1C; some sites are tendered on goszakup.gov.kz, which needs a separate funnel.
- Seasonality — deep cleaning before Nauryz and New Year, window washing in spring and autumn, post-renovation cleaning in summer: ad budgets and cleaner schedules are planned around these peaks.
The order in which the investment pays off.
- Website with a calculator and online booking — the customer sees the price in 30 seconds and books without chatting; without it, ads bring questions, not orders.
- CRM with cleaner schedules and repeat orders — removes double bookings and brings customers back for maintenance cleaning; usually costs less than one month of ads.
- Search ads for urgent queries — «apartment cleaning today», «post-renovation cleaning price»: first orders in the first week.
- Social ads by district — regular cleaning and upholstery cleaning for people living in your service area.
- SEO — pages for each cleaning type and district; results in 3–5 months, then the cheapest flow.
- App — when you have hundreds of regular customers and dozens of cleaners.
Private customers and offices are sold differently.
B2C — apartments, houses, post-renovation, windows, upholstery. Decision in an hour to a day, average order by market data ₸20,000–₸150,000; what matters is a price on the website, a fast reply, available time slots and reviews. Channels: search ads, social ads, 2GIS, SEO.
B2B — offices, stores, warehouses, business centers, clinics. Decision in 2–8 weeks, a monthly contract; what matters is a site visit, a commercial proposal, liability insurance, a contract, acts and e-invoices. Channels: SEO for «office cleaning», search ads, referrals, tenders.
That is why they get different website sections, different ad campaigns and different CRM funnels. Mixing them means losing both flows.
Questions from cleaning companies.
How much does a website for a cleaning company cost?
A landing page for one service (post-renovation cleaning, upholstery cleaning) costs ₸250,000–₸400,000; a website with a calculator, online booking, a B2B section and two languages costs ₸600,000–₸1,200,000. Details on the website for cleaning companies page.
What works better for cleaning: social ads or search ads?
Search ads capture hot and urgent demand — «post-renovation cleaning price», «sofa cleaning at home». Social ads sell regular cleaning and seasonal services to people in your service area. We usually start with search and add social second; management from ₸150,000 per month per platform plus the ad budget.
Can cleaning be sold as a subscription?
Yes: the customer picks a frequency (weekly, every two weeks), pays via Kaspi, and the CRM schedules the jobs for cleaners and reminds the customer a day before. A subscription is the main way to make revenue predictable.
How do you manage cleaners and schedules?
In the CRM a job is assigned to a cleaner or crew based on district and workload; the cleaner gets the address and checklist in WhatsApp or in the app and sends before and after photos. The owner sees workload and piece-rate pay for each employee.
Does a cleaning company need a mobile app?
A small company usually does not: a website with a calculator and WhatsApp handle orders. An app pays off with hundreds of regular customers and dozens of cleaners. More on the app for cleaning companies page.
Other industries
Run a cleaning company? Describe your task — we will tell you where to start and what it costs.
Tell us what types of cleaning you do, how many cleaners you have and which districts you cover, where orders come from now and what is missing: requests, repeat customers or order in the schedule. We will reply with a plan and estimate within 1–2 business days.