Marketing strategy for a B2B advertising configuration service: entering new markets Turboweb

Turboweb is a team that specialises in product advertising for online stores. Over the years, the company has built up strong expertise and a steady stream of customers, largely through word of mouth. However, at a certain point, it became clear that this was no longer enough for the resource to continue growing. The business needed a strategy that would allow it to turn its accumulated experience into a manageable scaling tool.

Our team was given clear tasks:

✅ Systematise lead generation in the Ukrainian market.

✅ Develop a plan for entering foreign markets.

✅ Increase LTV (customer lifetime value) through new products.

How long did the strategy development take?	150 hours
What was the team composition for the marketing strategy development?	Head of Marketing Team, Head of PM Team, Operations Marketer, Head of Content Team, Marketing Assistant, Head of PPC Department, Facebook PPC Specialist, Project Manager
How were the results used?	Strategy implementation by the client’s team

Shall we get acquainted?

Turboweb — A specialised digital agency that has been helping e-commerce businesses scale their sales for about 10 years. The company operates in a narrow niche: professional configuration of Google Shopping, Performance Max, and dynamic product advertising on Facebook and Instagram.

During its work, the team has implemented hundreds of projects in various categories — from clothing and electronics to complex technical niches. This has allowed us to accumulate deep expertise in working with product feeds, setting up analytics, and other technical tasks.

What sets Turboweb apart in the market:

• Model without subscription fee: Instead of monthly payments for the “process,” the client receives a one-time high-quality setup. This allows you to invest your budget in real traffic rather than agency support.
• Transparency and ownership: All settings and access remain the property of the client. This is an honest approach, where marketing becomes a transparent tool with predictable returns.
• Versatility: The agency partners with both local online stores and large players who need specialists to launch complex campaigns.

This makes professional marketing accessible to small businesses that are not ready for ongoing maintenance costs.

At the same time, this model created an internal challenge. The customer came for a one-time service, got the result, and the interaction ended. For the company, this meant a constant need for new leads and limited opportunities to work with long-term customer value.

💡Insight: A strong product and fair pricing model do not guarantee growth if marketing is not structured as a system. At some point, even a stable business needs an outside perspective to see points of scaling.

Market analysis and selection

To make data-driven decisions, we analysed the markets that Turboweb was considering for expansion. Our task was to find the regions with the highest ROI and weed out economically unviable directions.

Ukraine: a base market and a point of stability

The Ukrainian segment remains key for Turboweb. Despite external challenges, the market shows a stable trend towards digitalisation:

• Forecast: Digital advertising spending is expected to grow to $704.6 million by 2028.
• Demand: Over $304.9 million is spent on search advertising, confirming the relevance of Google Shopping.
• Automation as standard: By 2028, 86% of digital advertising revenue will be generated through automated systems, which perfectly matches Turboweb’s operating model.

Kazakhstan: a point of scaling

This is the most promising area due to the rapid growth of e-commerce and the low concentration of narrow specialists.

• Dynamics: The online commerce market grew by 79% over the year.
• Potential: The search market is growing by 9.21% annually.
• Niche: The shortage of technical specialists, combined with the “no subscription fee” model, makes Turboweb’s offer unique for the region.

Moldova: a strategically unwise direction

We considered Moldova as a potential market, but strategic analysis showed that expansion does not make economic sense at this stage:

• Low capacity: The entire advertising market is worth only $20.9 million.
• Technical stop: The Google Shopping format is not available in the country, which makes the key service impossible.

Based on our analysis, we have developed a two-vector growth model:

✅ In Ukraine: maintaining and increasing market share by optimising lead costs.

✅ In Kazakhstan: aggressive entry into a rapidly growing niche where the one-time setup model has the highest competitive potential.

💡Insight: Successful scaling is based on the ability to abandon markets with low economic efficiency in a timely manner. A clear focus on priority regions allows you to maintain business control during expansion. 

Sign up for a free consultation with a marketing specialist: We will calculate the potential of your niche and determine the priority direction for the growth of your business.

Competitor analysis

In B2B services, competition rarely comes down to price. In fact, it is a competition between business models, levels of expertise and trust. We analysed key players in Ukraine and Kazakhstan, looking not only at positioning, but also at traffic channels, communication formats and customer engagement models.

Ukraine: personal brands and large ecosystems

• Expert-centric agencies.
  An example is Kit-marketing (Ilya Tsvetkov), where customer engagement is built around a strong personal brand. This approach builds high trust but limits growth — the business is too dependent on one person.
• Large technology agencies.
  Players such as Mnews agency and K-2 rely on their Google Premier Partner status, large teams, and comprehensive service packages. They actively attract traffic through SEO and industry events, but often have a high entry threshold and focus more on medium and large businesses..

Against this backdrop Turboweb found himself between two extremes — without a strong personal brand, but also without a cumbersome structure, which created space for clearer specialisation.

Казахстан: універсальні гравці та технічний вакуум

• The Kazakh market (Cosmmo Ads, Aleksweb, Googleshopping.kz) presented a completely different picture. Most local companies operate as “full-cycle agencies,” where product advertising is just one element of a package that also includes SMM, websites, and design.

💡Key insight: The lack of narrow technical experts in Google Shopping on the market allows Turboweb to cement its status as an “expert engineer” that solves complex problems quickly and accurately.

Key gap: Subscription fee versus results

The most important finding of the analysis was the dominant business model of competitors. Virtually all players — from large agencies to expert teams — operate on a monthly subscription basis.

This creates a significant burden for small businesses: they have to pay constantly, even if the advertising system is already working steadily.

Against this backdrop, the Turboweb one-time configuration model became the deciding factor in the choice. It provides:

✅ Прозорість інвестицій.

✅ Зрозумілу окупність уже на старті.

✅ Відсутність довгострокових зобов’язань.

💡Insight: In B2B markets, it is not the one who offers more services that wins, but the one who clearly understands what the customer is willing to pay for right now.

Your positioning should work to stay ahead of the competition. Sign up for a free consultation with a marketer: we will conduct an express audit of your niche and form your unique advantage for the market.

Понимая потенциал рынков и векторы экспансии, на следующем этапе мы провели внутренний аудит проекта. Нам было важно понять: Готова ли текущая инфраструктура Turboweb к масштабированию, и какие барьеры мешают компании забирать свою долю рынка уже сейчас?

Project analysis

The internal audit revealed: Turboweb is stronger than its market presentation. The main growth points lay precisely in eliminating this gap.

Brand positioning and perception

Although Turboweb has a clear specialisation — product advertising for e-commerce — the brand’s communication remained fragmented. The tagline “Marketing for online stores” blurred the focus and put the company on a par with universal agencies.

Competitors (e.g., K2) are more aggressively securing their niche in advertising, which creates the risk of losing associative leadership: a client with a complex Merchant Centre is more likely to choose someone who speaks directly in the language of technical results.

💡Insight: Customer trust in B2B is built on solving specific business problems. The more specific the promise, the higher the trust.

Website analysis

The website was supposed to be the main sales tool, but instead it created difficulties:

UX: The lack of clear CTA buttons and lead magnets in the blog prevented readers from converting into customers..

Application form: 9 fields and 4 stages are too much of a barrier, especially for mobile traffic (which dominates GA4 traffic).

Speed: The low performance of the mobile version according to PageSpeed Insights led to the loss of some leads even before the page loaded.

💡 Insight: High-quality traffic is useless if the landing page complicates the path to action. The website should be simplified and technically flawless.

Social media analysis

Facebook and Instagram were the main social traffic sources; however, the content strategy needed updating.

• Instagram: The lack of a consistent visual style and the use of an “alarming” red colour could subconsciously reduce the level of trust. Case studies in screenshot format did not demonstrate depth of expertise.
• YouTube: A powerful channel for building expertise, but it needed investment in production quality and structured presentation of material.

Lead generation analysis

An audit of advertising accounts showed that the potential of channels is not being fully utilised:

• Google Ads: The system was trained on the “time on site” metric rather than on actual applications. This distorted the statistics.
• Meta Ads: Instagram provided significantly cheaper leads than Facebook, but received a smaller budget. Scaling was artificially limited.

The results of this audit became the foundation for our strategy, because scaling requires first levelling the foundation — from the website to the logic of budget allocation.

Assess the real potential of your marketing and your business’s readiness for growth. Sign up for a free consultation with a marketer: we will conduct a structured analysis of your funnel and identify solutions that will form the foundation for systematic scaling. 

SWOT-analysis

Based on the audit, we structured the key factors influencing Turboweb’s position:

💪 Strengths: Niche expertise in e-commerce, a unique model with no subscription fees, and strong social capital (300+ real reviews).

⚠️ Weaknesses: Blurred positioning (marketing instead of advertising) and technical “bottlenecks” on the website that hinder conversion.

🚀 Features: Low competition in the technical setup niche in Kazakhstan and potential for LTV growth through upselling.

🛡️ Threats: Aggressive SEO by competitors and reputational risks due to account blocking (which customers often mistakenly interpret as configuration errors).

Фактори вибору: за що насправді платить клієнт?

В основі стратегії Solve Marketing лежить глибоке дослідження факторів вибору. Для Turboweb ми сформували перелік із 120+ критеріїв, які впливають на рішення їх ЦА.

We have structured them into five stages of the customer journey.

1. Interaction: fears and attitudes. Owners fear budget “leakage”.
   Solution: Focus on security and savings thanks to no subscription fees.
2. Comparison and positioning. Status is important here Google Partner. Solution: replacing abstract “marketing” with the language of technical results.
3. Experience of interaction. In B2B, people buy from people.
   Trust factors: Quick response and free preliminary audit.
4. Rational arguments. What “closes” the deal: cases in similar niches, transparent pricing, and full transfer of access to the client.
5. Retention and LTV. Working on repeat sales.
   Solution: expert newsletters and a closed community for post-setup support.

The key factor in choosing Turboweb for the target audience is a combination of security and economy. The customer wants to be sure that their accounts will not be blocked and that they will not pay a “tax on air” in the form of a subscription fee. It is on these two pillars that we have built our further promotion strategy.

Identify the key factors influencing your customers’ decisions. Sign up for a free consultation with a marketing specialist: we will analyse your buyer’s journey in detail and identify your hidden advantages.

Development of a marketing strategy

Developing a strategy for Turboweb involved combining in-depth analytics with practical tools aimed at scaling the business in Ukraine and entering the Kazakh market.

💡Key insight: Scaling in B2B is impossible without synchronising the product, communication, and engagement channels. Strengthening advertising alone without rebuilding the foundation has only a short-term effect.

Стратегічне перепозиціонування та підготовка бази

The first task was to review the company’s positioning. We replaced the vague tagline with a specific value proposition: “Product advertising setup without a subscription fee.” This allowed us to instantly stand out from our competitors.

Technical part:

• We developed technical specifications for accelerating the website and simplifying the customer journey.
• Adapted content to the real “pain points” of the target audience (specific technical solutions instead of promises).
• For Kazakhstan: a hybrid model was chosen (Meta + local influencers + industry partnerships).

💡Insight: Expansion requires adapting the Ukrainian business model to the decision-making culture of the new market.

Scaling requires a solid strategic foundation. Sign up for a free consultation with a marketer: we will audit your positioning and prepare your project for international expansion.

Content as the foundation of trust and a tool for lead generation

In the B2B segment, where the decision-making cycle can be lengthy, content ceases to be merely informational support and becomes a full-fledged asset that “warms up” potential customers at every stage of the funnel.
The following strategic objectives were set: 

• Multilingualism: Simultaneous launch of UA/RU/EN versions for the website and lead magnets.
• Expert blog: Focus on technical guides (e.g., unlocking Merchant Centre) that attract the most targeted traffic.
• PR: access to external platforms (Netpeak, Khoroshop) to strengthen authority.

Paid traffic strategy

We divided the roles of the channels for maximum ROI:

• Google Ads was defined as a channel for working with already established demand. Therefore, the focus was placed on: maximum quality of settings, optimisation for target conversions, and branded campaigns to protect our own traffic.
• Meta Ads became the main channel for scaling. Here, we worked with cold and warm demand, targeting business owners. Through systematic testing of dozens of connections, we found those that gave us a CPL below the target.
• Funnel for Kazakhstan: focused on lead forms and quick contact in messengers to remove barriers to registration.

💡Insight: Scaling is about being able to quickly find and amplify working patterns.

What the project gained as a result of cooperation

The main outcome of our collaboration was the transition from intuitive marketing to a clear architecture. We created an infrastructure that allows Turboweb to grow predictably and systematically.

What has changed in the project’s work:

• Synchronisation of communication: Now every creative, article or chatbot conveys a single positioning of an “expert engineer”. This removes key customer objections even before they call the manager.
• Transparent budget allocation: The team clearly distinguishes between the roles of different channels: Meta works to generate demand, while Google works to collect and convert it. This allows resources to be invested only where they provide maximum ROI.
• Ready-made expansion model: Entering the Kazakh market has become a clear process. The company has a ready-made roadmap: from technical requirements for the website to content plans and funnels adapted to the region.
• Lead generation control: After auditing offices and updating strategies, marketing became a transparent business process. The cost and quality of leads are now predictable indicators that can be managed.

Conclusion: Marketing as a strategic business asset

The Turboweb case demonstrates how even a niche leader can find new growth points thanks to an outside perspective and systematic process reconstruction. For Solve Marketing, this project confirmed that in the complex B2B sector, success depends not on advertising budget, but on understanding strategy.

What Solve Marketing does

We work with projects of various scales — from niche services to large businesses, start-ups, and personal brands. We delve into the project’s economics, customer journey, and internal processes to find and eliminate points that hinder scaling.

Our focus:

• systematisation of marketing with clear KPIs;
• audit of the sales funnel and acquisition channels;
• preparing businesses to enter new markets;
• strategic support as an external marketing partner.

We believe that the winner is the one who builds the most understandable and secure path for their customer.

Is your business ready for systematic growth, but you lack a clear strategy? The Solve Marketing team is ready to become your partner in development. Sign up for a free consultation, and together we will find solutions to scale your project today.