Case Study Yandex Direct

I regularly publish new case studies on advertising campaign setups for my clients. This is one of those cases. Please note: this case was originally done using Yandex Direct, but today we no longer work with Yandex — it is kept here purely for case study purposes. Currently, we focus only on Google Ads.

This time, I worked on an advertising campaign for a nursing home located in the Moscow region. The campaign targeted both Moscow and the surrounding area.

An interesting story behind this client: they came through a referral from someone who had been following my blog for several months. He recommended me to his relatives — I believe it was his uncle. Before contacting me, they had already received 2–4 media plans for their advertising campaign.

The proposed budgets ranged from 50,000 to 100,000 RUB, with cost-per-click above 200 RUB, while the expected traffic was no more than 150 clicks. After reviewing these media plans, I realized I could significantly reduce the cost per click and increase the total number of clicks.

Now let’s look at the results from the first month:

Spent: 17,100 RUB

Clicks received: 465
Search: 94
Display network: 371

Average cost per click:
Search: 51.53 RUB
Display network: 33.04 RUB

Leads received: 77
Cost per lead: 223 RUB

Of course, not all leads were high quality — some didn’t answer the phone, and some were just price inquiries. However, even in this case, about 65% of the leads were qualified.

Below are screenshots of the campaign statistics to back up these results with real data.

• 1. This is how the campaign structure looked internally. Due to the high cost per click in search, we used multiple streams: search, display with images, and display without images.

• 2. Conversion statistics from analytics (leads).

• 3. Campaign statistics from the ad platform showing spend, cost per click, and cost per lead (note: some data may differ slightly due to tracking differences).

• 4. Conversion breakdown showing which forms generated the most leads.