Building materials supplier · Avito management and promotion | Paid search
Paid search and Avito for a building materials supplier
Paid search and Avito for Alfa-Beton, a supplier of concrete, sand, aggregates and other building materials in St Petersburg. View the work and client letter.
- Services
- Avito management and promotion | Paid search
- Region
- St Petersburg
The brief
Generate enquiries for a supplier of concrete, sand, aggregates and other building materials in St Petersburg through Avito and paid search.
Results at a glance
- Avito
- Managed
- Paid search
- Set up
Listing management and promotion
Campaigns for the supplier’s building materials range
- Region
- St Petersburg
Building materials supplier
The challenge
Alfa-Beton supplies concrete, sand, crushed stone and other building materials. The business needed enquiries about material orders and delivery in St Petersburg. We managed Avito listings and paid search as two distinct channels: listings needed to explain the range and make it easy to contact the supplier, while search campaigns needed to connect specific purchasing requests with a relevant offer. Both channels required clear product and delivery information.
Where we started
We reviewed the product range, delivery area and questions buyers ask before requesting a quote. The range extended beyond concrete to aggregates such as sand and crushed stone, as well as soil, cement, precast concrete products, steel products and recycled building materials. We checked how Avito listings and search adverts presented the relevant products, and whether each contact route gave the supplier enough information to discuss an order.
Problems we solved
Generic ads missed specific supply requirements
Before
Private customers and construction buyers asked different questions about product, volume and delivery. A single generic offer left too much to clarify after the first contact.
What we changed
We separated product and delivery scenarios in Avito listings, explaining the supplier’s range and the information needed for a quote.
Material searches did not always mean a purchase
Before
Searches for a supplier shared vocabulary with material research and do-it-yourself mixing. Mixing those intentions weakened the relevance of advertising.
What we changed
We focused paid-search messaging on commercial supply needs and kept the advert, destination page and enquiry aligned around product, address, volume and timing.
What we did
Grouped searches by purchasing intent
We grouped search queries by the material required and the intent to order delivery. Specific product searches were separated from broader supplier searches. Negative keywords excluded unrelated requests such as jobs and do-it-yourself instructions. This kept adverts relevant to the product being sought instead of presenting the entire range through a single generic offer.
Prepared and managed Avito listings
We organised Avito listings around the supplier’s products and delivery options. Each listing described the material and the information needed for a quote. Titles, photographs and descriptions followed a consistent format. Ongoing management covered updates, listing accuracy and promotion, with incoming enquiries helping identify what buyers still needed to clarify.
Refined location targeting and excluded irrelevant searches
Location targeting reflected the supplier’s delivery area. During campaign management, we reviewed search terms and excluded requests that did not match the product range or service area. We checked exclusions alongside advert groups so that irrelevant traffic could be reduced without blocking relevant enquiries about materials and delivery.
Reviewed enquiries from both channels
We reviewed Avito and paid search enquiries separately. For each channel, we considered whether the buyer needed a material the company supplies and could specify quantity and delivery destination. We then refined listing details, advert copy and search-term exclusions in the relevant channel. This tied ongoing work to actual supply requests rather than views or clicks alone.
The same enquiry checklist supported both channels: product required, quantity, delivery address and preferred timing. This helped the manager continue the conversation from a specific brief.
Key decisions
A short search query rarely contained enough detail for a delivery quote. Different materials required different specifications, and the supplier still needed quantity, destination and timing. The challenge was to make each advert specific enough to attract a relevant buyer while leaving order-dependent conditions for the quotation process.
What changed
The project combined Avito listing management and promotion with paid search for a building materials supplier. Both channels presented the product range and delivery offer, with separate routes for enquiries. The work covered listing content and updates, campaign structure, advert copy and ongoing relevance checks. Buyers could use either channel to discuss the materials and delivery they needed.
