Search ads for logistics companies: high-intent route queries turned into quote requests.
A company searching for “delivery from China to Almaty price” is ready to ship and is choosing a carrier right now. We run Google Ads for specific routes and services, send traffic to landing pages with rates and a request form, and calculate the cost of every quote request.
Search advertising is the main paid channel for a logistics company in Kazakhstan. Queries with a specific route (“delivery from China to Almaty”, “customs clearance Khorgos”, “consolidated cargo Almaty Astana”) mean readiness to ship soon. These queries are expensive, but conversion is high: one corporate client with regular shipments pays for months of advertising.
Most search in Kazakhstan happens on Google, so we start with Google Ads: search by route, local campaigns with a map for clients looking for an office near the warehouse, remarketing to route page visitors. Yandex Direct comes second for Russian-language queries in Almaty, Astana and the northern regions.
We count calls with call tracking and requests through the CRM: the report shows which route and keyword brought each lead, how much it cost and whether it turned into a deal. The budget is shifted to where requests are cheaper.
What's included in logistics search ad management.
Queries for each route and service type with search volume and cost per click; negative keywords like “jobs”, “training”, “DIY”, “parcel tracking” — so you don't pay for irrelevant traffic.
Separate campaigns for China, Russia, Europe, domestic freight, customs clearance and consolidated cargo; separate budgets and bids matching each route's margin.
Headlines with the route, transit time and “from” rate; extensions — address, phone, links to routes, callouts like “turnkey customs” and “weekly departures”.
A page for each advertised route with rates, transit times, workflow and a request form — instead of the website's home page.
Google Business Profile and maps: showing the office and warehouse for queries like “carrier near me” and “customs broker Almaty”, with directions and a call in one tap.
Dynamic numbers by campaign and route, call recording, assessment of the manager's reply quality — in logistics a call often matters more than a form.
Bringing back visitors of specific route pages who didn't leave a request: banners with the offer and search remarketing.
Cost per click, cost per lead, cost per quote request and deal conversion for each campaign and keyword; weekly budget reallocation.
Campaigns and queries.
- Search “Delivery from China”: cargo, road, rail, air, Khorgos, transit times and price
- Search “International freight”: Russia, Europe, Turkey, transit
- Search “Customs clearance”: broker, declaration, turnkey
- Search “Consolidated cargo”: LCL, consolidation, specific routes
- Search “Domestic freight”: intercity, FTL, LTL
- Search “Warehousing”: rental, safekeeping
- Google local campaigns (maps and office)
- Remarketing: route page visitors without a request
- Yandex Direct: copies of priority campaigns for ru queries
How search ads in logistics differ from retail.
In logistics, the decision to switch carriers is not made by one person or in one day: a buyer or foreign trade manager compares proposals from three to five companies and gets sign-off from management and finance. That is why remarketing is a mandatory part of the campaign: a person who visited the “delivery from China” page and didn't leave a request sees the ad again within 30 days.
The second feature is seasonality: demand for delivery from China peaks before New Year and early in the year after the Chinese holidays; customs clearance picks up when legislation changes. We reallocate the budget for these cycles in advance.
What a quote request from search ads costs.
In our experience and according to market data in Kazakhstan: a click on domestic freight and consolidated cargo queries costs ₸100–300, on delivery from China and customs clearance ₸300–800. A quote request costs ₸3,000–8,000 on domestic routes and ₸8,000–20,000 on international routes and customs. The key conversion factor is quote speed: when replying within 30 minutes, request-to-deal conversion is 2–3 times higher than when replying the next day.
What affects the management price.
Managing one platform for a logistics company costs ₸150,000–250,000 per month; Google and Yandex together, several routes or two languages — ₸250,000–400,000. The ad budget is paid separately, at least ₸200,000 per month; for competitive routes (China, customs) in Almaty — from ₸250,000–400,000. Setup is included in the first month; a one-time setup without management costs ₸150,000.
Route landing pages are estimated separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for a logistics company cost?
Management from ₸150,000 per month plus a budget from ₸200,000. For competitive routes (China, customs) in Almaty, the budget starts at ₸250,000–400,000. Setup is included in the first month.
Google or Yandex for logistics?
We start with Google Ads — most search in Kazakhstan happens there. Yandex Direct comes second: traffic is cheaper but volume is smaller; it works well for Russian-language queries in Almaty, Astana and the northern regions.
Which routes should we advertise first?
The highest-margin ones with clear demand: delivery from China, customs clearance, consolidated cargo on specific routes. We start with 2–3 routes and then scale to the rest based on results.
Do we need separate landing pages for each route?
Yes, conversion from a landing page for a specific route is 2–3 times higher than from the home page. We usually build 3–5 landing pages for priority routes in parallel with campaign setup.
How do you measure results?
Call tracking counts calls by campaign and route, the CRM counts quote requests and closed deals. The report shows cost per request and deal conversion for each route and keyword, not clicks and impressions.
Same service for other industries
Need requests on specific routes? Send your list of routes — we'll calculate a budget and forecast.
Tell us your priority routes, city, current website and budget. We'll reply with a cost-per-request forecast and a campaign plan within 1–2 business days.