Targeted ads for renovation companies: site surveys from residents of new complexes.

Renovation sells well visually: a video of a concrete shell turning into a finished apartment, a foreman’s walkthrough, an estimate breakdown. Instagram and TikTok are where such content is watched, and targeting shows it exactly to those who will renovate soon: residents of new complexes by location, people interested in interior design and real estate, recent movers.

For a renovation company targeting is not “brand reach” but a flow of survey or quote requests. Offers with specifics work: price per m² in a given complex, a free survey and an estimate within 24 hours, a free design project with a signed contract, a fixed estimate in the contract.

Importantly, demand is slow: many people see the ads months before their renovation. So campaigns are built with retargeting to those who watched videos and used the calculator, and leads go straight to the CRM so you don’t lose those who are “still waiting for keys”.

In renovation a single lead says little: some people are just checking prices, others are waiting for keys in six months. In our experience and according to market data, a lead from targeted ads in Almaty and Astana is cheaper than one from PPC, but less qualified, so a smaller share reaches a contract.

Count it like this:

• cost per lead — what a contact costs;
• cost per survey — how many leads reached a survey;
• cost per contract — the key metric everything is done for.

With an average renovation of several million tenge, even an expensive contract pays off if the funnel after the lead works: the manager calls back within an hour, the survey is booked in the next few days, the estimate arrives quickly. That is why targeting without a CRM and lead-handling rules almost always looks ineffective, even when the ads are set up well.

• “Best company”, “lowest prices” — under Kazakhstan’s advertising law such claims must be substantiated, and they make clients suspicious.
• Other people’s interior photos — they infringe copyright and are exposed by the first question “where is this project?”.
• A price “from ₸15,000 per m²” with no explanation — brings leads that drop off at the survey; it is more honest to state what the price includes.
• Instalments without terms — if you mention Kaspi Red instalments, they must actually be available and the terms clear.
• One campaign for everything — new builds, resale and offices need different audiences and creatives.
• Creatives without a face — a video with a foreman or the owner works better than a glossy picture, because clients choose people they will trust with their apartment.

Managing targeted ads on one platform (Instagram and Facebook) in one city costs ₸150,000–250,000 per month; two platforms (Meta and TikTok), several cities or two languages — ₸250,000–400,000 per month. Setup is included in the first month; one-off setup without management is ₸150,000. The ad budget is paid separately: from ₸200,000 per month, in the competitive Almaty renovation niche — from ₸250,000–400,000.

The price depends on the number of campaigns and directions, video creative production, languages and budget size. Base prices are on the targeted advertising page.