In August 2025, the lead management platform Callibri published its own research study on the construction equipment market. The expert findings provide insight into which digital channels are truly effective in this industry.
Key Findings
Contextual advertising remains the main source of inquiries in the industry, but its efficiency is declining due to rising costs. Media inflation in the construction equipment market is among the highest, with the average cost per lead increasing by 25% in just one year.
SEO consistently generates nearly one-third of all inquiries and appears more cost-effective compared to expensive contextual ads. However, organic traffic cannot fully replace paid search since it does not allow advertising based on competitors, general queries, or audiences that have previously visited the website.
The industry offers many alternative sources of inquiries, including listing boards, aggregators, and mapping services where users search for services directly.
The increase in lead costs shows that the old approach of “pumping budget into contextual ads” no longer works. Companies must now monitor the profitability of each lead. At the same time, large classifieds and marketplaces buy up to 80% of B2B traffic and set the rules of the game. For smaller companies, this poses a risk, as without professional campaign management and proper analytics, budgets are easily wasted.
“Aggregators have a strong influence on the market and operate across all of Russia. Different platforms lead in different regions: Drom in some, Avito in others, or Auto.ru elsewhere. Avito has a high cost per target action and up to 30% of missed calls, making its ROI among the lowest advertising channels. On the other hand, if a company is just entering the market, it should start with aggregators, as they offer a low entry barrier,” said Artyom Markelov, co-founder of the digital agency Sales Engineers, whose opinion was cited in the study.
Leaders Among Aggregator Websites by Number of Inquiries (according to Callibri):
Exkavator Ru — 63,277
Avito — 60,534
Yandex Maps — 25,950
2GIS — 21,875
Auto.ru — 16,754
“Exkavator Ru and Avito are the main inquiry generators in the industry. However, for businesses, it’s not just about chasing volume but about evaluating the profitability of channels through call tracking and end-to-end analytics. That’s how they can understand where leads truly turn into customers,” emphasized Evgeny Gershtein, Callibri expert.
The main takeaway from the study is that expensive contextual advertising can no longer serve as the sole foundation of marketing. Companies that rely only on this channel risk spending their budgets with no guaranteed results. For sustainable growth, businesses need comprehensive strategies that combine advertising with SEO and alternative platforms.
See the full version of Callibri’s report “How Leads Are Processed in the Construction Equipment Market: 2025 Study”
You can also learn from real business cases: explore the series of marketing materials available on Exkavator Ru.
Key Findings
Contextual advertising remains the main source of inquiries in the industry, but its efficiency is declining due to rising costs. Media inflation in the construction equipment market is among the highest, with the average cost per lead increasing by 25% in just one year.
SEO consistently generates nearly one-third of all inquiries and appears more cost-effective compared to expensive contextual ads. However, organic traffic cannot fully replace paid search since it does not allow advertising based on competitors, general queries, or audiences that have previously visited the website.
The industry offers many alternative sources of inquiries, including listing boards, aggregators, and mapping services where users search for services directly.
The increase in lead costs shows that the old approach of “pumping budget into contextual ads” no longer works. Companies must now monitor the profitability of each lead. At the same time, large classifieds and marketplaces buy up to 80% of B2B traffic and set the rules of the game. For smaller companies, this poses a risk, as without professional campaign management and proper analytics, budgets are easily wasted.
“Aggregators have a strong influence on the market and operate across all of Russia. Different platforms lead in different regions: Drom in some, Avito in others, or Auto.ru elsewhere. Avito has a high cost per target action and up to 30% of missed calls, making its ROI among the lowest advertising channels. On the other hand, if a company is just entering the market, it should start with aggregators, as they offer a low entry barrier,” said Artyom Markelov, co-founder of the digital agency Sales Engineers, whose opinion was cited in the study.
Leaders Among Aggregator Websites by Number of Inquiries (according to Callibri):
Exkavator Ru — 63,277
Avito — 60,534
Yandex Maps — 25,950
2GIS — 21,875
Auto.ru — 16,754
“Exkavator Ru and Avito are the main inquiry generators in the industry. However, for businesses, it’s not just about chasing volume but about evaluating the profitability of channels through call tracking and end-to-end analytics. That’s how they can understand where leads truly turn into customers,” emphasized Evgeny Gershtein, Callibri expert.
The main takeaway from the study is that expensive contextual advertising can no longer serve as the sole foundation of marketing. Companies that rely only on this channel risk spending their budgets with no guaranteed results. For sustainable growth, businesses need comprehensive strategies that combine advertising with SEO and alternative platforms.
See the full version of Callibri’s report “How Leads Are Processed in the Construction Equipment Market: 2025 Study”
You can also learn from real business cases: explore the series of marketing materials available on Exkavator Ru.