Contextual advertising
Yandex.Direct for construction companies: campaign structure, keywords, ads, landing pages, and CPL optimization.
In the construction niche, paid search is often launched by agencies without market context: no normal tracking by source, no connection with actual sales, and reports stop at…
Updated: April 21, 2026
Implementation stages
4
The number of steps in the implementation work plan.
Blocks included
8
How many specific works and artifacts are included in the service?
Model phases
3
Analysis, 2 months of putting things in order and transition to payment for results.
Focus
Contextual advertising
Applied specialization for the tasks of construction companies.
Service essence
CoreContextual advertising in Yandex.Direct is the main channel for hot requests in the construction niche. When a developer is looking for “facade panels wholesale” or a contractor is looking for “paving slabs with delivery”, they are already ready to buy. The goal is to be in the search results with the right ad and lead to a page that converts.
In the construction niche, paid search is often launched by agencies without market context: no normal tracking by source, no connection with actual sales, and reports stop at clicks and leads instead of profit. We set up ads with the long deal cycle in mind: the client goes through many touches, and the lead may go to a dealer.
Key focus
Context
Contextual advertising in Yandex.Direct is the main channel for hot requests in the construction niche. When a developer is looking for “facade panels wholesale” or a…
Key focus
Approach
In the construction niche, paid search is often launched by agencies without market context: no normal tracking by source, no connection with actual sales, and reports…
Risk map
Typical problems
There is no link between advertising → sales
there are reports on clicks, but not on revenue. It's unclear which campaigns actually bring in money
High cost of the application
without the correct semantics and negative keywords, the budget is spent on non-target requests
There is no segmentation in campaigns
all products and audiences are in one pile: the wholesaler and the private owner see one ad
Weak landing pages
a catalog site from 2008 does not convert traffic into applications
What is included
DeliverablesHow we work
Roadmap01 · Audit and preparation
1 weekAnalysis of the current situation: campaigns, website, analytics
- Analysis of the current situation: campaigns, website, analytics
- Defining goals: CPL, number of applications, geography
02 · : Setup
1–2 weeksCollecting semantics, creating a campaign structure
- Collecting semantics, creating a campaign structure
- Writing ads, setting up analytics
- Preparing or finalizing landing pages
03 · : Launch and testing
2–4 weeksRunning campaigns on a limited budget
- Running campaigns on a limited budget
- A/B tests of ads and landing pages
- Adjusting bids and negative keywords
04 · Scaling
by agreementIncreasing the budget for working connections
- Increasing the budget for working connections
- Connecting new directions and regions
- Launch of retargeting
Result
OutcomeResult 1
Measurable impact
A steady stream of hot requests from those looking for your product
Result 2
Measurable impact
Transparent application cost (CPL) for each direction
Linking advertising with CRM
Measurable impact
you can see which campaigns bring real deals, not just clicks
- A steady stream of hot requests from those looking for your product
- Transparent application cost (CPL) for each direction
- Linking advertising with CRM - you can see which campaigns bring real deals, not just clicks
- Segmented campaigns for different products and audiences
- Regular optimization and reduction of application cost
Why us
PillarsWe know the semantics of the niche
“ventilated facade installation”, “clinker tiles wholesale”, “paving slabs from the manufacturer” — no need to spend a month understanding the product
“ventilated facade installation”, “clinker tiles wholesale”, “paving slabs from the manufacturer” — no need to spend a month understanding the product
We take into account the long transaction cycle
we set up retargeting and multi-step communication, and not just “search → click → application”
we set up retargeting and multi-step communication, and not just “search → click → application”
Connection with sales
we track the request to the transaction through CRM, and do not stop at the “number of leads”
we track the request to the transaction through CRM, and do not stop at the “number of leads”
AI enhancement
analysis of search queries and competitors, quick generation of ad options
analysis of search queries and competitors, quick generation of ad options
Cooperation model
ModelFree funnel analysis
45 minutesWe call each other for 45 minutes, fix bottlenecks and outcome criteria.
We put things in order in 2 months
2 monthsWe reassemble channels, analytics and the connection between marketing and sales according to the roadmap.
Then we work for %
after 2 monthsAfter the stabilization phase, we take % only of additional revenue from CRM.
Discuss the first work stage
Start with a free analysis of the funnel for 45 minutes: we will fix the baseline, agree on a plan for 2 months and the rules for calculating additional revenue from CRM.
Sign up for a free analysisFAQ
FAQBook a free funnel audit
45-minute call: we review your current channels and lock the first 2-month improvement plan.
Or message us in Telegram if chat is more convenient for you.
Message in Telegram