Search ads for wholesale distributors: buyers who are looking for a supplier right now.
A query like «household chemicals supplier almaty» or «packaging wholesale astana» means someone needs a supplier this week. We run Google Ads and Яндекс Директ on B2B queries, send traffic to category pages with terms of work, and count how many leads became customers with orders.
Search ads are the most direct customer acquisition channel in wholesale: the search for a supplier starts on Google, and queries with «wholesale», «supplier», «distributor», «from the manufacturer» separate a buyer from a retail shopper. The main challenge is filtering out retail shoppers and individuals looking for «cheaper than in the shop» and not paying for their clicks.
In Kazakhstan most search happens on Google, so we start with Google Ads: search campaigns by category and brand, campaigns by delivery city, remarketing to those who viewed the catalogue. Яндекс Директ comes second — for Russian-language queries in Almaty, Astana and the northern regions.
Leads and calls go to the CRM, where a manager sends a price list for the customer type. The report shows cost per customer with a first order for each query group, and the budget moves to categories where customers are cheaper and order more.
What managing a wholesaler's search ads includes.
Queries by category and brand with «wholesale», «supplier», «distributor», «for shops», «for restaurants» by delivery city.
We exclude «buy 1 pc», «reviews», «DIY», «jobs», «used» and private shopper queries — the budget goes only to buyers.
Separate campaigns for priority categories, brands, cities and the company brand; different bids by category margin.
Minimum order, delivery across the city and regions, deferred payment, VAT and e-invoices, stock availability — what matters to a buyer.
A category page with the range, pack sizes, terms, brands and a price-list request form instead of the home page.
Call tracking by campaign, «request a price list» and «become a customer» forms, WhatsApp — all in the CRM tagged by query.
Bringing back those who viewed the catalogue or requested a price list but did not become customers; search remarketing on brand queries.
Cost per lead, cost per customer with a first order and revenue from new customers by category and keyword.
Campaigns and queries.
- Search «Categories wholesale»: priority categories + city
- Search «Supplier»: supplier + category or customer segment
- Search «Distributor and brands»
- Search «From the manufacturer» for own and exclusive brands
- Search «For business»: for shops, cafés, car services, construction
- Campaigns by delivery region
- Brand: company name
- Remarketing: catalogue and price-list requests without an order
- Яндекс Директ: copies of priority campaigns for ru queries
Categories where advertising is restricted.
For some wholesale categories the platforms have their own rules. Alcohol and tobacco cannot be advertised in Kazakhstan under the advertising law, and Google and Yandex reject such ads. Medicines, medical devices and dietary supplements require licences and certificates, and Google adds extra verification. Weapons, pyrotechnics and some chemicals carry separate restrictions. We check your range before launch, exclude what is prohibited and choose wording for restricted categories so the account is not blocked.
What a customer from search ads costs.
Based on our experience and market data in Kazakhstan: a click on «category wholesale» queries costs ₸100–500, up to ₸800–1,200 for competitive categories in Almaty and Astana. A lead or call from a buyer costs ₸3,000–15,000, and a customer with a first order is 2–4 times the cost of a lead. With regular orders this pays off within the first months, provided a manager replies within an hour and immediately sends the price list and terms.
What affects the price of management.
Managing one platform in one city — ₸150,000–250,000 per month; Google and Yandex together, several regions or two languages — ₸250,000–400,000. The ad budget is separate, at least ₸200,000 per month, and for competitive categories in Almaty from ₸250,000–400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Category 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 wholesale company cost?
Management from ₸150,000 per month plus a budget from ₸200,000; for competitive categories in Almaty the budget starts at ₸250,000–400,000. Setup is included in the first month.
How do we avoid paying for retail shoppers' clicks?
Queries with «wholesale», «supplier», «distributor», a long negative keyword list, and ads showing the minimum order and terms for legal entities. A retail shopper sees the terms and does not click.
Google or Yandex?
We start with Google Ads — most search in Kazakhstan happens there. Яндекс Директ comes second for Russian-language queries in Almaty, Astana and the north.
Can we advertise the whole catalogue?
You can, but it is more effective to start with 3–5 categories with the best margin and availability and expand based on results. Dynamic ads for the catalogue are added once category pages are ready.
How do you measure results?
Call tracking and forms show leads by campaign, the CRM shows new customers, 1C data shows their revenue. The report gives cost per customer with a first order by category and keyword.
Same service for other industries
Need buyers from search? Send your category list — we will calculate a budget and forecast.
Tell us your priority categories, delivery cities, minimum order and current website. We will reply with a cost-per-customer forecast and a campaign plan within 1–2 business days.