Targeted ads for wholesale distributors: new outlets and HoReCa via Instagram and Facebook.
Owners of small shops, coffee shops and salons spend time on Instagram and do their own purchasing. We show them a concrete offer — minimum order, next-day delivery, first-delivery terms — and pass leads to WhatsApp and the CRM so a manager gets in touch within the hour.
Targeted ads do not work for every wholesaler. They are a poor fit if your customers are chains and large tender buyers: those are won through personal sales and search. But they work well when your customers are small businesses: grocery and hardware shops, coffee shops, restaurants, beauty salons, pharmacies, car services. The owner of such an outlet chooses the supplier personally and is on Instagram.
What works in creatives: the real warehouse and range, clear terms (minimum order, delivery across the city, deferred payment for regulars, Kaspi payment), a comparison with buying at retail, a video from a manager or the owner. Targeting — by interests, professions and job titles, lookalikes of your customers, delivery cities.
Leads go to WhatsApp or a lead form and land straight in the CRM tagged by campaign. We measure results by first orders and revenue from new customers, not cost per lead.
What managing a wholesaler's targeted ads includes.
We pick 2–3 segments with clear economics: neighbourhood shops, coffee shops and restaurants, salons, car services. Each gets its own offer and creatives.
Minimum order, free delivery of the first batch, a trial set, deferred payment terms — what removes the barrier to switching suppliers.
Campaigns by the cities and districts you actually deliver to; separate ad sets for regions with their own logistics.
Warehouse and range videos, customer shelf photos, benefit breakdowns, Stories and Reels. We test 6–10 variants per segment.
B2B fields: outlet name, city, product category; passed to the CRM with a task for the manager within seconds.
Site and catalogue visitors, those who requested a price list but did not order; a reminder of first-delivery terms.
Lookalikes based on current customers from the CRM — with consent and without passing personal data in the clear.
Cost per lead, cost per customer with a first order, revenue from new customers over 1–3 months by campaign.
Campaign structure.
- «Neighbourhood shops» campaign: small retail owners, delivery city
- «HoReCa» campaign: coffee shops, restaurants, catering
- «Professionals» campaign: salons, car services, construction crews — by category
- First-delivery offer: delivery, minimum order, trial set
- Retargeting: site, catalogue, price-list request
- Lookalike based on current customers
- Separate ad sets by delivery region
- Kazakh-language creatives for the southern regions
When targeted ads pay off in wholesale and when they do not.
Targeted ads pay off if the customer is a small business, the average order is regular, and after the first delivery the outlet stays with you for at least a few months. Then even an expensive lead is justified by the customer's revenue over six months.
They hardly work if you sell to chains, government buyers and large manufacturers: the decision is made by a procurement department through a tender, not by an owner on Instagram. In such cases we will honestly suggest search ads on B2B queries, SEO and a CRM for the sales team instead.
Meta has separate restrictions for alcohol, tobacco, medicines and dietary supplements — for these categories we agree the approach before launch.
What a new customer from targeted ads costs.
Based on our experience and market data in Kazakhstan: a lead from a small business owner in wholesale costs ₸2,500–8,000, a customer with a first order ₸15,000–50,000 depending on category, city and offer. What should be measured is not the cost per lead but the customer's revenue over 3–6 months: if an outlet orders weekly, the payback comes by the second or third order. The key condition is that a manager contacts the lead within an hour and immediately sends a price list for their price type.
What affects the price of management.
Managing targeted ads on one platform in one city — ₸150,000–250,000 per month; several segments and regions or two languages — ₸250,000–400,000. The ad budget is paid separately, at least ₸200,000 per month, and in Almaty for competitive categories from ₸250,000–400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Filming the warehouse and range is estimated separately. General terms are on the targeted advertising page.
The short version.
How much do targeted ads for a wholesale company cost?
Management from ₸150,000 per month plus an ad budget from ₸200,000 per month. A smaller budget does not let the algorithms learn from leads.
Is Instagram suitable for B2B?
For small businesses — yes: owners of shops, coffee shops and salons choose suppliers themselves and are on Instagram. For chains and tender purchasing — no, search and personal sales work there.
What should the ads offer?
Concrete first-delivery terms: minimum order, delivery, deferred payment for regulars, Kaspi payment, a trial set. Generic phrases about a «reliable supplier» do not work.
When will customers come?
First leads in the first week; a clear cost per customer with a first order after 4–6 weeks, once managers have worked the leads and the first repeat orders appear.
What do you count as a result?
New customers with a first order and their revenue over 1–3 months — via the ad account, CRM and 1C data combined. Clicks and reach are not a result.
Same service for other industries
Looking for new outlets? Describe your segments and delivery cities — we will propose campaigns and a budget.
Tell us who your customers are, where you deliver, your minimum order and average order value. We will reply with a campaign plan and a forecast within 1–2 business days.