Social ads for online stores: orders from Instagram, not just followers.
Instagram and TikTok ads for a store mean catalog ads with a specific product and price, retargeting of abandoned carts and lookalike audiences built on your customer base. We measure orders and cost per purchase for each campaign, not reach.
Social ads for a store work differently than for services: there is a specific product with a price, and the shopper either wants it right now or doesn't. So the main tool is dynamic catalog ads: Meta's algorithm picks a product from your catalog to match a specific user's interests and shows a card with a photo, price and a "Buy" button.
The second most effective tool is retargeting based on abandoned carts and product views. A person looked at a specific product but didn't buy — 30 minutes later they see it on Instagram with a reminder or a small discount. Such campaigns convert 3–5 times better than campaigns aimed at a cold audience.
The third layer is lookalike audiences based on the customer base from the CRM: the algorithm finds people similar to those who have already bought, and ads aimed at them cost less than ads for a broad interest audience. All orders from ads go into the CRM with a campaign tag and are counted in revenue.
What store ad management includes.
Dynamic ads from the product feed: Meta picks a product from your catalog for each user, with current prices and stock from 1C.
Separate campaigns for those who viewed a product, added it to the cart and didn't buy, or bought once — with different offers and frequency.
Lookalike audiences based on the CRM customer base: the cheapest orders once the first 500–1,000 buyers have accumulated.
Campaigns for seasonal sales, new arrivals and brands — with a timer, limited quantity and Kaspi installments in the ad.
Product video reviews, unboxing, comparisons — formats that work on TikTok for fashion, electronics and home goods.
For products that need advice before purchase: a lead form or WhatsApp with a prefilled message, the request lands in the CRM in seconds.
Setup and maintenance of the Meta Commerce Manager feed with current prices and stock from 1C; Meta Pixel and Conversions API for accurate order tracking.
Weekly optimization by ROAS (revenue to budget), a monthly report: orders, revenue, cost per purchase by campaign and category.
Campaign structure.
- Catalog ads: dynamic products by interests and behavior
- "Product view" retargeting: viewed, didn't add to cart
- "Abandoned cart" retargeting: added, didn't check out
- "Repeat purchase" retargeting: bought, offer of related products
- Lookalikes based on CRM buyers
- Campaigns for promotions and sales
- TikTok: video reviews for younger audiences
- Separate campaigns for priority categories
Ad restrictions for stores.
Meta prohibits misleading prices and installment terms, ads for counterfeit goods and a number of product categories (weapons, alcohol, some categories of medical products). Dynamic catalog ads go through automatic review for each product — it's important that prices and descriptions in the feed match the website. We set up the feed and write ads according to Meta's rules from the start so the ad account doesn't get warnings.
What a buyer from social ads costs.
Based on our experience and market data in Kazakhstan: a click on a catalog ad costs ₸50–₸200 depending on the category and competition, the cost per order is ₸1,500–₸6,000. Abandoned-cart retargeting brings orders 2–4 times cheaper than cold-audience campaigns. The key metric is ROAS (revenue to budget): for most categories the target ROAS is 3–5x or more, meaning every ₸100,000 of budget brings ₸300,000–₸500,000 in revenue.
What affects the price of ad management.
Social ad management for one store on one platform — ₸150,000–₸250,000 per month; two platforms, a broad catalog or two languages — ₸250,000–₸400,000. The ad budget is paid separately, at least ₸200,000 per month; for catalog ads with retargeting — from ₸250,000. Setup is included in the first month; a one-time setup without management costs ₸150,000.
Preparing and maintaining the product feed is part of management. General terms are on the targeted advertising page.
The short version.
How much do social ads for an online store cost?
Management from ₸150,000 per month plus an ad budget from ₸200,000. For catalog ads with retargeting the budget starts at ₸250,000 — the algorithm needs enough data to learn.
What are catalog ads and do we need them?
Catalog ads are dynamic ads where Meta itself picks a product from your catalog for a specific user. Any store with 50+ products needs them: they work better than manual ads and don't require a creative for every product.
How soon will orders come in?
The first orders come in the first week, a stable cost per order 3–4 weeks after campaigns finish learning. Abandoned-cart retargeting brings orders from the first days if the site already has traffic.
Do we need a website, or can we sell via Instagram?
You can sell via Instagram Direct, but conversion is lower and orders are harder to track. A landing page or an online store with Kaspi Pay raises conversion and lets you measure ROAS accurately via Pixel and CRM.
What do you count as a result?
Orders and revenue by campaign through Meta Pixel, Conversions API and CRM combined. Reach and clicks are intermediate metrics; they're in the report, but the main ones are ROAS and cost per order.
Same service for other industries
Need orders from Instagram? Send your catalog and budget — we'll propose a campaign structure.
Tell us your product categories, current budget and whether you have a feed from 1C. We'll reply with a campaign plan and a cost-per-order forecast within 1–2 business days.