Case study: a canopy manufacturer on Yandex Direct
318+ form leads, 305 phone clicks and 24,000 visits in one season. What worked, what didn't, and how I kept lead quality in check.
Here's a new case study: a canopy manufacturer on Yandex Direct. Straight to the numbers for 1 January to 16 September 2025.
Ad budget: ₽704,500 including VAT.
Results:
- 24,198+ visits to the site;
- 318+ form leads;
- 305+ clicks on the phone number;
- 81+ email clicks;
- not counting WhatsApp messages.
What worked
The best performer was Campaign Master combined with the Yandex Advertising Network, while search turned out on the expensive side. What helped at launch:
- grouping keywords and ads by subcategory;
- a site that converts well into enquiries, plus solid analytics in Metrica;
- regularly cutting irrelevant placements and audiences by age, location, device and on-site behaviour;
- custom banners designed with a designer, with different headlines and selling points, which lowered the cost per click;
- a sufficient budget and regular top-ups with no downtime;
- the client's reputation: a long-standing website, video reviews, quality content and a rating on Yandex Maps;
- retargeting old visitors and those who take a long time to decide;
- warming up Campaign Master with micro-conversions. Be careful with these: there's a risk of burning the budget.
What took some work
Lead quality shifted over time, and it's hard to control through settings: queries like "order a canopy" bring both premium orders and cheap door canopies for country houses. I adjusted for this with ad headlines, played with prices, excluded some audiences and even launched and tested a new landing page. We didn't get as far as offline conversions.
The work continues while the season lasts. In winter we'll switch to wrought metal fencing, which can be made even in the cold.
The full case study is in the portfolio.
