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AVTOSPAR

Initial Data

Age of the website:
3 years
Business Type:
E-commerce — sale of passenger car spare parts, consumables, and car care products.
Target region:
Georgia
Direction:
Meta Ads Advertising (Facebook, Instagram)
At the project’s start:
social media was not utilized as a systematic channel for driving traffic. The main challenge in this niche is the vast assortment and the necessity for precise part matching, which requires a high level of customer trust in the store's expertise.

Objectives

  • /01 Stimulate auto parts sales through Facebook and Instagram.
  • /02 Ensure a consistent flow of inquiries (Direct/Messenger) for part selection via VIN code or vehicle model.
  • /03 Increase brand awareness of Avtospar within the Georgian automotive market.
  • /04 Establish an expert image by showcasing high-quality brands and professional assistance in selection.
  • /05 Set up retargeting to re-engage users who searched for parts on the website but did not complete an order.

Implementation Strategy

The strategy focused on combining product offers (promotions on oils, filters, brake pads) with a service-oriented approach (rapid expert consultation). Advertising campaigns were targeted at car owners based on specific vehicle brands, while content emphasized stock availability and delivery speed throughout Georgia.

Work Performed

Audit and Visual Profile Adaptation

  • Developed a modern, dynamic profile design style (Tone of Voice: professional, driver-friendly).

  • Organized Highlights: “Catalog,” “Delivery,” “VIN Selection,” “Reviews,” and “Promotions.”

  • Optimized the profile bio with a focus on ordering convenience.

Content Marketing and Creatives

  • Produced a series of videos (Reels) featuring reviews of popular parts and brand comparisons.

  • Prepared advertising banners with “hot” offers (maintenance kits, seasonal goods).

  • Introduced a “Technician’s Advice” segment: how to identify malfunctions in time and where not to cut costs.

Targeted Advertising Setup and Launch

  • Launched campaigns with the “Messages” objective to drive inquiries for part selection.

  • Implemented precise targeting for male and female car owners in Georgia.

  • Segmented by interests: auto service, spare parts, and specific car brands (BMW, Toyota, Mercedes, etc.).

Funnel Management and Retargeting

  • Configured Meta Pixel to “re-engage” website visitors who viewed specific product categories.

  • Created automated response scripts in Messenger for rapid collection of customer vehicle data.

Analytics and Optimization

  • Monitored Cost Per Lead (CPL) and lead processing quality.

  • Regularly optimized creatives based on the most popular spare part categories in advertising reports.

Results
Successfully established a customer acquisition channel via social media, providing a stable flow of requests for part selection.
Significantly increased audience engagement with store content through relevant advice and promotional offers.
Increased the number of direct transitions to the website, positively impacting overall e-commerce metrics.
Enhanced customer loyalty, with users now utilizing Avtospar’s social media as a convenient way to quickly contact a manager.
Created a foundation for scaling: tested audiences and ad formats now allow for efficient expansion across different regions of the country.
Successfully established a customer acquisition channel via social media, providing a stable flow of requests for part selection.
Significantly increased audience engagement with store content through relevant advice and promotional offers.
Increased the number of direct transitions to the website, positively impacting overall e-commerce metrics.
Enhanced customer loyalty, with users now utilizing Avtospar’s social media as a convenient way to quickly contact a manager.
Created a foundation for scaling: tested audiences and ad formats now allow for efficient expansion across different regions of the country.

Analysis and validation of results

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