AIP

1. We analysed the company's services and identified priorities for lead generation.

• We set up search campaigns for high-demand services including cadastral work, land surveys, legal support and design. Formats included search ads, search banners and retargeting.
• We created a banner campaign in the Yandex Advertising Network to reach a broader audience and re-engage previous visitors.
• We added regional search retargeting for Ryazan, Moscow and eastern regions to re-engage prospects who had not converted.

2. Launching separate campaigns for each service

• For more precise reach and analysis, we created a separate Campaign Wizard campaign for each of the 12 services, as shown in the second screenshot. These included alteration approvals, residential and non-residential design, cadastral value reductions, technical plans, court representation and apartment building inventories.
• Each Campaign Wizard campaign launched with its own landing page, relevant theme, negative keywords and ad extensions.
• We configured Metrica goals to track enquiries and measure conversions for each service.

3. Optimisation and scaling

• Separate campaigns helped identify the strongest service areas and shift the budget towards those generating leads.
• Separating the services expanded audience reach and improved ad delivery through more relevant, precise messaging.
• We regularly refined keywords, adjusted bids, added negative keywords and improved copy and creatives using performance data.

A tailored approach to each service and a mix of search, Yandex Advertising Network, retargeting and Campaign Wizard formats multiplied enquiry volume and improved lead quality. More relevant campaigns reduced customer acquisition costs.