Social ads for building-materials stores: renovation and finishing demand, seasonal offers and returning site visitors.
On Instagram and TikTok people do not look for cement, but they do choose tile, laminate, wallpaper and plumbing, watch renovations and tradespeople's tips. We run ads for these categories, dynamic catalog ads and retargeting to people who already viewed products on your site.
Social ads for a building-materials store work differently from search. Someone on Instagram is not about to buy aerated block right now, but they are renovating, scrolling bathroom ideas and following tradespeople. So social ads sell well what people choose by eye: tile, porcelain stoneware, flooring, doors, plumbing, decorative plaster and tools.
The second job is bringing people back. Most building-materials buyers do not purchase on the first visit: they compare prices, calculate, consult a tradesperson. Dynamic catalog retargeting shows them exactly the products they viewed, with current price and stock.
The third is tradespeople and crews. Separate campaigns for builders and finishers with an offer of trade prices and a rewards program. All leads — from lead forms, WhatsApp and the website — go into the CRM with a campaign tag, so you count cost per order, not per click.
What social ads management for a store includes.
We split campaigns by product group and season: finishing all year, roofing and facades in spring and summer, insulation in autumn.
Product feed from the website or 1C, dynamic ads with price and stock, collections for bathroom, kitchen and kids' room renovations.
Showing ads to those who viewed products, added to cart or used a calculator but did not order.
A separate audience of builders and finishers, an offer of trade prices, rewards and delivery to site.
Reels and videos from the warehouse, material reviews, renovation before/after, comparisons — with a clear price and delivery terms.
City and delivery radius, suburbs and villages with active private building, separate campaigns for each store in a chain.
Lead forms and WhatsApp messages land in the CRM with a campaign tag; the manager replies by script.
Not just clicks and leads, but quotes and payments by campaign, cost per order and revenue from ads.
Campaign structure.
- Finishing: tile, laminate, wallpaper, doors
- Plumbing and tools with Kaspi Red installments
- Seasonal: roofing and facades in spring, insulation in autumn
- Dynamic catalog ads
- Retargeting of site and calculator visitors
- Tradespeople and crews: trade prices and rewards
- Promotions and clearance sales
- Suburbs and villages with private building
- Kazakh-language campaigns
Which categories pay off on social media.
Not all building materials sell equally well on social media. In our experience and according to market data:
- Work well: categories chosen by look and price — tile and porcelain stoneware, flooring, doors, plumbing, lighting, decorative finishes, tools.
- Work with an offer: seasonal categories — roofing, corrugated sheet, insulation — if there is a specific delivered price and a time limit.
- Work poorly: basic materials — cement, dry mixes, rebar — people search for them, and the money is better spent on search ads.
So we do not spread the budget across the whole catalog; we start with 2–3 groups where your price or range is stronger.
How we measure effectiveness.
For a building-materials store what matters is revenue, not lead cost: one lead for bathroom tile can be worth ten times another. So we connect ads to the CRM and count quotes, payments and average ticket for each campaign.
The ad budget is separate from management, at least ₸200,000 per month, and in season and for competitive categories in Almaty — from ₸250,000–₸400,000. In winter the budget can be reduced and shifted to finishing.
Meta moderation requires prices and terms in the ad to match the website, and Kaspi Red installments to be shown with real terms. We do not use cheapest or best claims without proof — that breaks both platform rules and advertising law.
What drives the cost of management.
Social ads management for one store on one platform in one city — ₸150,000–₸250,000 per month; two platforms, several stores in a chain or two languages — ₸250,000–₸400,000. The ad budget is paid separately, 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.
Video shoots in the warehouse and showroom are quoted separately. General terms are on the targeted advertising page.
The short version.
How much do social ads for a building-materials store cost?
Management from ₸150,000 per month for one platform; two platforms or a chain — ₸250,000–₸400,000. The ad budget is separate, from ₸200,000 per month.
Which platforms are better: Instagram or TikTok?
Instagram and Facebook offer dynamic catalog ads and precise retargeting — we usually start there. TikTok works well with renovation videos and material reviews, if someone can film them.
Can ads show prices from the catalog?
Yes, through a product feed from the website or 1C. Ads pull the current price and stock, and out-of-stock items are excluded automatically.
How do you handle seasonality?
In spring and summer we push roofing, facades and masonry, in autumn — insulation, and in winter we shift the budget to finishing, plumbing and tools.
Do we need a website for social ads?
For catalog ads and retargeting — yes, you need a site with products and a pixel. Without a site you can run lead forms and WhatsApp messages for specific promotions.
Same service for other industries
Want to sell finishing materials through social media? Describe your range — we will propose a campaign plan.
Tell us which categories matter most, which cities you deliver to and what budget you are ready to test. We will reply with a plan and estimate within 1–2 business days.