Search ads for cleaning companies: urgent and hot queries turned into orders.
Someone searching for «apartment cleaning today» or «post-renovation cleaning price Almaty» is ready to order within hours and picks whoever replies fastest with a price. We run Google Ads and Яндекс Директ for such queries to landing pages with a calculator and measure the order cost for each keyword group.
Search ads are the main channel for urgent cleaning: post-renovation cleaning before moving in, a deep clean before guests arrive, sofa cleaning after spilled coffee. These queries contain time and price, and the customer chooses from the first three ads. The winner is the one with a price per m² in the ad, a calculator on the landing page and a phone answered within a minute.
The second direction is B2B: «office cleaning», «commercial cleaning», «outsourced cleaning». There are fewer queries and clicks cost more, but one office maintenance contract is worth dozens of one-off cleanings. They need a separate campaign and a separate landing page with a commercial proposal.
In Kazakhstan most search happens on Google, so we start with Google Ads and add Яндекс Директ for Russian-language queries. Calls are counted with call tracking, orders in the CRM.
What search ads management for cleaning includes.
Queries by cleaning type, city and urgency; negative keywords like «vacancies», «cleaner job», «DIY», «training» so you do not pay for job seekers.
Separate campaigns for apartment cleaning, post-renovation, windows, upholstery, offices and brand, each with its own budget.
Price per m² or per service, «we come today», Kaspi payment; extensions with phone, address and links to cleaning types.
A page for each service with price, calculator, checklist and a WhatsApp button — instead of the home page.
Higher bids in the morning and afternoon when the dispatcher can accept same-day jobs; lower at night if you do not take urgent orders.
Substitute numbers by campaign, call recordings, control of the manager's reply speed and quality.
Bringing back people who calculated a price but did not order, with a time-limited offer.
Cost of a call, a request and a paid order by campaign and keyword; weekly budget reallocation.
Campaigns and queries.
- Search «Apartment cleaning»: price, deep, maintenance, city
- Search «Post-renovation»: price per m², post-construction, urgent
- Search «Windows»: window and balcony washing, high-rise work
- Search «Upholstery»: sofa, mattress, carpet at home
- Search «Business»: office cleaning, commercial premises, outsourcing
- Search «Urgent»: cleaning today, 24/7
- Brand: company name
- Remarketing: calculated a price but did not order
- Яндекс Директ: duplicates of priority campaigns for Russian queries
What you cannot write in cleaning ads.
The Law of Kazakhstan on Advertising prohibits misleading comparisons and unsubstantiated superlatives: «best cleaning in Almaty», «No. 1», «we remove any stain 100 %» are grounds for a complaint and rejection. Claims like «hypoallergenic» and «safe for children» are allowed only if the products have supporting documents.
A separate problem is job seekers: queries with the word «cleaning» are often typed by people looking for work. Without negative keywords like «vacancies», «job», «hiring», «salary», up to a third of the budget goes to them. We write ads specifically: price per m², timing, Kaspi payment, what is included.
How much an order from search ads costs.
Benchmarks from our experience and market data in Kazakhstan: a click on apartment cleaning queries costs ₸100–₸350, on post-renovation and upholstery cleaning ₸150–₸500, on office cleaning ₸300–₸900. A request or call costs ₸2,000–₸6,000 for private cleaning and ₸8,000–₸25,000 for B2B.
A private order pays for the ads with an average order from ₸20,000 and a fast reply; a B2B request is expensive, but a maintenance contract brings revenue every month. That is why we split the budget by goal and count separately rather than using one average figure. Click prices rise sharply during seasonal peaks.
What affects the price of search ads management.
Management of one platform for one company costs ₸150,000–₸250,000 per month; Google and Яндекс together, several cities or two languages cost ₸250,000–₸400,000. The ad budget is separate, from ₸200,000 per month; for post-renovation and office cleaning in Almaty, from ₸250,000–₸400,000. Setup is included in the first month; one-time setup without management costs ₸150,000.
Service landing pages with a calculator are quoted separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for cleaning cost?
Management from ₸150,000 per month plus a budget from ₸200,000; in competitive Almaty niches from ₸250,000–₸400,000. Setup is included in the first month.
Google or Яндекс?
We start with Google Ads — most search in Kazakhstan happens there. Яндекс Директ is added second for Russian-language queries: traffic is cheaper, volume is smaller.
Should office cleaning be advertised separately?
Yes: B2B has different queries, different ads and a landing page with a proposal and contract. In a shared campaign such requests get more expensive and get lost among private ones.
How do we avoid paying for job seekers?
Negative keywords like «vacancies», «job», «hiring», «salary» and regular search-term cleanup — this saves a noticeable part of the budget.
How do you measure results?
Call tracking counts calls by campaign, the CRM counts requests, orders and payments. The report shows the cost of a paid order per service, not clicks.
Same service for other industries
Want orders from hot queries? Send us your list of services — we will calculate a budget and forecast.
Tell us your city, priority services, whether you work with companies, your current website and budget. We will reply with an order cost forecast and a campaign plan within 1–2 business days.