Naves365

The goal: grow the flow of enquiries from the website during peak season while keeping ads profitable.

What we did

• Split campaigns by canopy category: carports, garden canopies and household structures.
• Segmented keywords by intent: research, interest, ready to buy.
• Designed custom banners together with a designer and tested different headlines and selling points.
• Tuned the landing page for conversion: the enquiry form, call-to-action buttons, quick actions, micro-conversions.
• Set up end-to-end analytics and goals in Yandex Metrica: calls, form leads, email and WhatsApp clicks.
• Regularly cleaned out poor placements and audiences, cutting irrelevant impressions by age, location and device.
• Launched retargeting for visitors who left without enquiring, with soft offers and promotions.

Results, January to September 2025

• more than 24,000 visits to the site;
• 318+ leads through the forms;
• 305 phone clicks and 81 email clicks.

The site's conversion rate settled at a healthy level, especially with the Yandex Advertising Network plus Campaign Master combination, where clicks were much cheaper than in search.

Project notes

We kept a close eye on lead quality. In the canopy niche the range of requests is huge, from budget door canopies to premium structures. We balanced quantity and quality of enquiries through headlines, audience filters and testing new landing pages.

The work continues: in the off-season we will retarget the campaigns to wrought ironwork and fencing, keeping the audiences and converting segments we have built up.

Project team

• Yaroslav Yasinsky: marketing and development
• Evgenia Lis: design