Search ads for building-materials stores: product queries with price and delivery turned into orders.
Aerated block price with delivery, buy drywall almaty, corrugated sheet for fence — these are queries from people ready to buy today. We build campaigns by product group and delivery city, connect a product feed and measure cost per order, not per click.
Search ads are the main paid channel for a building-materials store, because demand here is search-driven. People know what they need: cement grade, block size, insulation thickness. They type a query with price or buy and choose from the top results. The winner is whoever shows price, stock and delivery time in the ad, and the same price with an order button on the page.
The niche's specific challenge is a wide assortment. Hundreds of product groups cannot be run as one campaign: you need separate ad groups by category, product feed campaigns in Google and Yandex, negative keywords against DIY and free queries, and different bids in and out of season.
The second feature is trade and regions. Queries like wholesale or for construction companies, and searches from suburbs and nearby towns, bring large delivered orders; they are worth running as separate campaigns and passing straight to a manager in the CRM.
What search ads management for a store includes.
Queries with price, grade, size, brand and delivery for each category, in Russian and Kazakh, with negative keywords.
A product feed from the website or 1C for Google Shopping campaigns and Яндекс Директ product campaigns: price, stock and photo in the ad.
Separate groups for categories and types of work, with a from price and delivery terms in the ad text.
Geo by delivery zone, separate campaigns for suburbs and nearby towns, bid adjustments by district.
Wholesale and for construction companies campaigns with a separate landing page and handover to the trade manager.
Bringing back visitors of product pages and calculators in Google and Yandex, dynamic ads with the products they viewed.
Substitute numbers per campaign: most building-materials orders come by phone, and without call tracking their source is lost.
Calls, leads, quotes and payments by campaign and product group, cost per order and ad spend as a share of revenue.
Campaigns and queries.
- Masonry: aerated block, brick, foam block + price
- Dry mixes: cement, plaster, adhesive + buy
- Drywall and profile
- Roofing and corrugated sheet (seasonal)
- Insulation and waterproofing
- Feed-based shopping campaigns
- Delivery: with delivery + city or village
- Trade queries
- Manufacturer brands
- Retargeting and Yandex Display Network
Search ads pay off only with an accurate catalog.
In building materials the buyer compares prices in neighboring tabs. If the ad shows one price per cubic meter of block and the site shows another, the click is paid for and there will be no order. In addition, Google and Yandex reject feed items whose price or availability differs from the website.
So before launch we check that:
- Prices and stock on the site update automatically from 1C.
- Advertised categories have clear landing pages with filters and delivery cost.
- The cart or quote request works on mobile.
- Calls and forms are tracked as goals and land in the CRM.
If something is missing, we start with website improvements or run ads only for categories that are ready.
How much to spend and what to measure.
The ad budget is separate from management, at least ₸200,000 per month, and in season and for competitive groups in Almaty — from ₸250,000–₸400,000. Cost per click on product queries is usually lower than in services, but the average ticket varies widely: a bag of adhesive and a truckload of blocks are different orders.
So we measure not cost per click but ad spend as a share of revenue for each product group. Groups where it exceeds the margin are switched off or moved to a different offer; groups with large tickets and delivery are scaled up.
We do not use lowest prices or best store claims without proof: moderation rejects them and advertising law prohibits them. What works is specifics — price, stock, delivery time, Kaspi Red installments.
What drives the cost of management.
Managing one platform for one store — ₸150,000–₸250,000 per month; Google and Yandex together, several stores or two languages — ₸250,000–₸400,000. The ad budget is separate, at least ₸200,000 per month, in season in Almaty — from ₸400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Landing pages for product groups and trade are quoted separately as landing pages. General terms are on the contextual advertising page.
The short version.
How much do search ads for a building-materials store cost?
Management from ₸150,000 per month for one platform; Google and Yandex together — ₸250,000–₸400,000. The ad budget is separate, from ₸200,000 per month.
Google or Яндекс Директ?
In Kazakhstan most search volume is on Google, so we usually start there. We add Яндекс Директ once Google is tuned, or right away if your buyers use Yandex noticeably.
Can we advertise the whole catalog?
Through product feed campaigns — yes, the whole assortment with prices and stock. Search campaigns are built by hand for key product groups where your price or availability is stronger.
How do you track phone orders?
With call tracking: each campaign has its own substitute number, calls are recorded and go into the CRM. Without it, more than half of orders have no source.
What to do in winter when demand drops?
Cut the budget on roofing, facades and masonry, shift it to finishing, plumbing and tools, and to trade: construction companies buy in winter too.
Same service for other industries
Want orders from search this month? Describe your range — we will propose campaigns and a budget.
Tell us which product groups matter most, which cities you deliver to and whether you are running ads now. We will reply with a campaign plan and estimate within 1–2 business days.