B2B distributor
Service: Custom Bidding
Niche: Industrial & Commercial Equipment
Region: Kazakhstan
The client
TorgStore — a major B2B distributor Almaty, Kazakhstan.
The challenge
The client faced the problem of “low-quality scaling.” Despite sufficient traffic from traditional channels, on-site engagement was low. The main goal was to find the narrow layer of decision-makers ready for wholesale purchases, reach users stuck in the “messy middle” (choosing between competitors), and increase the share of wholesale consumers.
The decision
Instead of standard strategies, we used Display & Video 360 for precise optimization through Custom Bidding. We assigned different weights to micro-conversions and the final lead. We also implemented bid multipliers for working hours and devices. The combination of Whitelist and Optimized Targeting helped reach the Open Web and find a relevant B2B audience.
AdExpert Partnership: The agency acted as a strategic partner, designing the data collection architecture through Floodlight and configuring automatic bid assignment algorithms.
The Results
The number of weekly leads grew 2.25x relative to the initial benchmark. The cost of the final conversion decreased by 63% compared to the client’s historical benchmark. According to CRM data, the number of wholesale buyers increased by 13%. The client recorded growth in offline sales (cross-sell) due to higher quality website engagement.