online promotion
Boosting Conversions for Larrus via Yandex.Direct
Market:
Russia
20 days
Period:
Apparel Manufacturing
Niche:
The combined search and display approach boosted brand awareness and conversions while optimizing ad spend effectively.
Borsan Construction Company
Read the case study
with relevant search targeting
CTR 19%
CPM $0.11
CPC $0.17
for 47M+ display impressions
with high relevance
Larrus.ru is a garment manufacturing company specializing in both wholesale and custom tailoring of dresses and blouses in plus sizes. The business serves B2B clients (e.g. Wildberries, online marketplace sellers) and individual customers.
- Limited advertising budget
- Need to attract highly targeted leads for WhatsApp/Telegram inquiries
- Competitive market with high CPC in apparel manufacturing
Website Optimization
Advertising Strategy (Yandex Direct)
Keyword Research & Campaign Structure
Ad Optimization
Conversion Tracking Goals
- Developed a custom-designed, conversion-optimized website
- Integrated chat buttons (Telegram & WhatsApp) for direct communication
- Configured Yandex.Metrica goals for conversion tracking
Advertising Strategy (Yandex Direct)
Keyword Research & Campaign Structure
- Focused on high-intent, specific queries:
- “plus-size dress manufacturer,”
- “custom blouses for Wildberries,”
- “tailoring to order Moscow”
- Segmented campaigns by product categories (dresses, blouses, skirts, vests)
- Geotargeted segmentation: separate campaigns for Moscow/SPB and regions
Ad Optimization
- Value-driven ad copy emphasizing USPs:
- “Own factory,”
- “Tailoring for Wildberries,”
- “Direct from manufacturer”
- Excluded irrelevant placements (RSYA) and applied negative keywords
- Set separate bids for different geos to maximize ROI
Conversion Tracking Goals
- Main KPIs: clicks on WhatsApp/Telegram buttons
- Secondary: automatic reply triggers, form submissions
- Budget ₽25,019.44
- Clicks 3,615
- CTR 2.91%
- CPC ₽6.91
- Conversions 244
- Cost Per Lead (CPL) ₽102
Conversion rate: 6.75%
CPC well below average for this niche
CPL 2–3x cheaper than typical market benchmarks
Key Takeaways
- Targeting precise, high-intent queries led to highly qualified traffic
- Smart geo-segmentation and negative keyword lists helped reduce waste
- Effective call-to-action strategy (WhatsApp/Telegram) directly supported lead generation
- The campaign is scalable for regional expansion with a proven funnel
Conclusion
This case proves that a limited budget (~₽25,000) can generate a consistent flow of high-quality leads when combined with:
- Strategic keyword segmentation
- Smart geographic targeting
- Clear, conversion-driven UX
Even in a highly competitive niche, results are achievable with precision, not volume.
Unique Selling Points (USPs)
- Custom tailoring for Wildberries sellers
- In-house production ensures quality and fast turnaround
- Custom tailoring for Wildberries sellers
- In-house production ensures quality and fast turnaround
Client Overview
Challenges
Our Solution
Results (20-Day Campaign)
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03
02
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