KNAUF Kazakhstan: Building B2B Specification Demand
A search and paid social framework for separating contractor, architect, distributor and end-customer demand in a complex building-materials journey.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
Building-material demand spans professional specification, contractor research, distributor availability and end-customer education. A single lead metric cannot explain progress across these audiences.
Solution
- Separated demand by professional audience, product system and project use case.
- Mapped Google Ads to active product and solution searches and Meta Ads to education and remarketing.
- Defined qualified enquiry and specification request as distinct downstream events.
- Connected campaign reporting with CRM status and distributor follow-up where data was available.
Results
- Audience-specific acquisition structure
- Qualified enquiry and specification events
- CRM-ready downstream measurement
Key insight
This source did not include a numerical results block, so no performance figure has been invented for this case.