Workwear & knitwear — Yandex Direct delivering 7.1 M ₽ revenue
Paid clicks
Purchases from paid
Paid revenue
Average revenue per order
Task
A Russian workwear and knitwear store selling to enterprises — procurement officers at factories, construction firms and management companies. Paid was unused.
Brief: launch Yandex Direct from scratch around B2B buyers who purchase workwear via tenders, contracts and direct orders.
What I did
B2B semantics. Built corporate-modifier queries: «спецодежда оптом ГОСТ», «рабочие костюмы для предприятия», «куртки утеплённые для строителей», «жилеты сигнальные купить партию». Negatived retail intents.
Certification as USP. Russian B2B requires compliance certificates — ads and landings led with «GOST R», «TR CU certificates», «Tender-ready documents». CTR rose noticeably above competitors.
Tender-driven queries. Dedicated campaigns on procurement queries («спецодежда по 44-ФЗ», «поставщик рабочей одежды для тендера») with a deferred-payment landing.
Strategy on a 40–60k budget. 80% search, 20% RSA retargeting on catalogue viewers; weekly bid optimisation from e-commerce reports.
Result
Over 2 months:
- Paid clicks: 11,752
- Purchases: 143
- Unique buyers: 97
- Paid revenue: 7,112,715 ₽
- AOV: 49,739 ₽
- Conv to purchase: 1.40%
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