Suits & coats store — 3,066 leads and 107,900 paid clicks via Yandex Direct

A Russian e-commerce store of men's suits and coats with country-wide delivery. Large media budget — 200,000–300,000 ₽/month. The shop already converted, but the paid channel underperformed: high CPL, budget spread across irrelevant queries.

Brief: rebuild Yandex Direct campaigns, drive CPL down and scale conversions while keeping the same budget.

Seasonal split. Fashion is highly seasonal: separated autumn-winter coats from spring-summer light suits, each with its own ads, bids and budgets.

Try-at-home as USP. The client's edge — home try-on with free returns — went into ad headlines («Примерка дома», «Возврат бесплатно») and pushed CTR well above competitors.

Scaling without losing efficiency. Added 20–30 new phrases per week with live CPO control, expanding from exact commercial queries outwards.

Competitor capture. Brand campaigns against major Russian fashion retailers, with ads emphasising in-house production, Russian sizing and on-site tailoring.

Over 3 months of paid management:

• Paid clicks: 107,918
• Paid visitors: 62,105
• Goal completions from paid: 1,431
• All site goals: 3,066
• Paid conversion rate: 0.96%

Paid covered nearly half of all on-site conversions. Autumn coat campaigns converted 1.5× the average.