Targeting for construction companies: home and renovation leads from people with a real budget.
Someone browsing home photos on Instagram and saving projects is already thinking about construction. We run targeting on Instagram and TikTok by interests, behavior, and geography, show real projects with a price per m², capture leads in WhatsApp, and measure the cost of a site visit — not a click.
In construction, targeting works to create demand: the person is not searching for a contractor right now, but they are thinking about a home or renovation. The right creative at the right moment moves them from 'someday' to 'I want to know the price'. That is why the ad must show real photos of completed projects, a specific price per m², and a clear next step — a request for a site visit or cost estimate.
Audiences for construction are segmented by project type and decision stage. Turnkey homes — families aged 28–45 with above-average income, interest in suburban real estate, mortgages, and land plots. Renovation and finishing — new homeowners after purchasing an apartment, narrowed by residential complex and new-build districts. Commercial construction is not sold through targeting — B2B works through search ads and direct sales.
Leads are captured in WhatsApp or a lead form with instant transfer to the CRM, where a manager calls back and schedules a site visit. We count not leads but site visits and signed contracts per campaign.
What is included in managing targeting for a construction company.
We select 2–3 project types with a clear price and margin: turnkey home from ₸X per m², apartment renovation from ₸Y per m², roofing. Each gets its own offer and landing page.
Homes: families interested in real estate and suburban living. Renovation: new homeowners in new builds, narrowed by residential complex. Roofing: private homeowners by geo-targeting.
Photos and videos of completed projects with area and price, construction in progress, interiors after handover. We test 6–10 variants at launch.
Request for a cost estimate or site visit: a 2–3 field form or a WhatsApp redirect with a pre-filled message, instant transfer to the CRM.
Website and Instagram visitors who watched project videos but did not submit a lead — a reminder with a different offer format.
For renovation and finishing — narrowed to specific residential complexes and new-build districts. For homes — suburbs and areas with land plots.
Meta Pixel, CRM, and call tracking combined: cost per lead, cost per site visit, cost per signed contract by campaign and project type.
Weekly budget optimization across project types, monthly report: site visits, contracts, revenue by campaign.
Campaign structure.
- Campaign 'Turnkey homes': families 28–45, suburban real estate, price per m²
- Campaign 'Apartment renovation': new homeowners, new builds, turnkey finishing
- Campaign 'Roofing and facade': private homeowners, geo-targeting
- Campaign 'Commercial finishing': small businesses, offices and retail spaces
- Retargeting: website, Instagram, 50%+ video views
- TikTok: construction process, project timelapses, younger audience
- Kazakh-speaking audience: separate creatives in Kazakh
Advertising restrictions for construction services.
Meta and TikTok have no specific restrictions for construction as they do for healthcare or finance, but they require compliance with general rules: prices must not be misleading, unrealistic promises ('a home in 30 days') are not allowed, and third-party project photos cannot be used without rights. We use only your real projects, indicate prices as 'from' with a disclaimer, and pass moderation without delays. For Kaspi installment advertising — we comply with financial advertising requirements.
What a site-visit lead from targeting costs.
Based on our experience and Kazakhstan market data: a renovation lead — ₸2,000–5,000; a home construction lead — ₸4,000–12,000. A site visit (qualified lead) is 2–3 times the cost of a lead. With an average home construction deal value of ₸15–30 million, the cost of a site visit is recouped with the first signed contract. The key conversion factor is response speed: a site-visit request submitted in the evening must receive a reply by the next morning — otherwise the client is already talking to a competitor.
What affects the management fee.
Managing targeting for one company on one platform — ₸150,000–250,000 per month; two platforms (Instagram and TikTok), multiple project types, or two languages — ₸250,000–400,000. Ad spend is paid separately, minimum ₸200,000 per month. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
On-site video production is quoted separately. General terms are on the targeted advertising page.
The short version.
How much does targeting cost for a construction company?
Management from ₸150,000 per month plus ad spend from ₸200,000 per month. For competitive niches (turnkey homes in Almaty) — budget from ₸250,000. Less than that and the algorithms do not have enough data to optimize.
Which projects to advertise first?
Those with a clear price per m² and a fast next step — a site visit or cost estimate. Turnkey homes and apartment renovation generate more leads than commercial construction: B2B is not sold through targeting.
Do we need videos of projects or will photos work?
Video performs significantly better for construction: the process, timelapses, project handovers. If there is no video — we start with high-quality photos of completed projects with area and price, and plan a shoot in parallel.
How soon will leads come in?
First leads in the first week; a stable cost per site visit in 3–4 weeks after campaign optimization and creative selection.
Is a website needed to launch targeting?
Not for lead forms and WhatsApp — but a landing page for the project type with a price per m², portfolio, and licenses increases conversion. We often build a landing page in parallel with the targeting setup.
Same service for other industries
Need site-visit leads? Tell us your project types and region — we'll propose campaigns and a budget.
Tell us your city, what projects you build, whether you have photos of completed projects, and your current ad budget. We'll reply with a campaign plan and forecast within 1–2 business days.