Yandex Direct ads setup and management
We run your Yandex Direct ads end to end, from Metrica goals to the monthly report, and set campaigns up so you pay for leads, not clicks. Before launch we review your niche and show a budget and cost-per-lead forecast for free.
- 50+projects launched
- 12industries, from public sector to AI
- 3 daysfastest launch
- $0before the contract: mockup and review
Yandex Direct is Yandex's ad platform: ads appear in search results and on sites of the Yandex Advertising Network. A unified performance campaign combines these placements in one campaign, and a pay-per-conversion strategy charges not for clicks but for reaching a goal, such as a submitted lead.
Direct is easy to launch and just as easy to burn money in. The strategy honestly chases whatever you set as the goal: if the goal is a button click, it brings clicks, not customers. So we start not with ads but with what counts as a lead for you.
We run our own ads ourselves: two unified performance campaigns on a pay-per-conversion strategy. In 2026 we hit a trap: Direct was charging us for a «messenger visit» that fired on a plain tap of the Telegram button. We removed those goals from billing and now pay for real leads only. That lesson goes into every client campaign.
Our strong point is linking the website, Direct and the CRM. A website lead lands in the CRM and Telegram at once, the manager calls from the card, AI writes the call summary, and «reached» and «deal» go back to Direct. The strategy learns from customers, not clicks.
Our own Yandex Direct: 30 days in numbers
Direct account data for 08.09-07.10.2026, two unified performance campaigns paid per conversion: the apps campaign at 934 ₽ per conversion, the websites campaign at 1,260 ₽. Reaction time is from the CRM for the week of 28.09-04.10.2026. These are numbers for our niche, not a promise: your forecast shows your own cost per lead.
- 27,550 ₽spent in 30 days
- 26conversions on pay-per-conversion
- 1,060 ₽average cost per conversion
- 2.5 minmedian reaction to a lead in the CRM
What's included
Metrica goals are set on real leads. A tap on a messenger button or a page view is not a lead, and the strategy won't pay for it.
A unified performance campaign runs on search and the Yandex Advertising Network, and you're charged for conversions, not clicks. Placements that bring no leads get switched off.
When a manager reaches a lead or closes a deal, the CRM sends it to Metrica with the amount. The strategy sees which leads became customers.
Negative keywords, age adjustments, blocking placements with no leads such as gaming apps. We review junk signals in the CRM and close them in the settings.
Images and video for the network and search, sitelinks with descriptions, a display link. Each query gets its own landing page, not one homepage for everything.
Spend, leads and cost per lead by campaign, what we changed and what's next. No vanity «reach» figures.
Our Direct, CRM and landing pages
All work ↗EFIMOV CRM is the system our own Direct runs through: leads, calls and offline conversions back to Metrica. The case screens show demo data.
When Direct brings leads
- 01You have a site or landing page for a specific service where people can leave a request.
- 02You're ready to mark which leads were reached and bought, even in a spreadsheet.
- 03Ads are already running, but leads are expensive or half of them are junk.
- 04You need leads now, and SEO will only pay off in months.
If it's awkward to leave a request on the site and nobody answers calls, ads send people into a void - we fix that first. If the budget covers a couple of clicks a day, the strategy has nothing to learn from, and we'll tell you after the forecast. And we don't promise a cost per lead before launch: the forecast is a guide, the first month shows the real number.
Pay per click or pay per conversion
Pay per click
- You pay for every visit, even if the person leaves at once
- Random and junk clicks cost the same
- You learn the cost per lead after the fact
- Money goes out even when there are no leads
Pay per conversion
- You pay when a goal is reached, such as a lead
- Clicks without a lead aren't charged
- You set the cost per conversion in the strategy
- The goal must be right, or you pay for button taps
How the work goes
- 01callNiche and task review
What you sell, to whom and where, what a real lead is for you and what a customer is worth. We look at the site and current ads, if any.
- 02before launchFree forecast
We collect queries and use the Direct budget forecast to show the expected budget and cost per lead. Free, before any contract.
- 03before launchGoals and CRM link
Metrica goals on real leads, offline conversions: «reached» and «deal» with the amount.
- 04before launchCampaigns and creatives
Unified campaigns by direction, images and video, sitelinks, negative keywords and landing pages for queries.
- 057-10 daysStrategy learning
For the first 7-10 days we leave the campaign alone: a major edit resets learning. We watch and collect data.
- 06every monthManagement and reports
We clean up placements and queries, refresh creatives and review leads in the CRM. A report and plan at month end.
Free: budget forecast in 1-2 days - before any contract or payment
I want budget forecast ↗What Yandex Direct setup costs
One service in one city versus several directions with different landing pages.
If queries need new pages or a landing page, we build them ourselves - that's a separate part of the job.
Metrica with goals already in place, or setup from scratch plus a CRM link.
Ready photos and video, or images and clips that need making for the network.
Sending «reached» and «deal» from your CRM: an existing link or new work.
We quote setup and monthly management after the forecast, once it's clear how many campaigns, directions and landing pages you need.
No “from” and no hidden lines: one number, and we stick to it.
Get a free budget forecast ↗What we need and what you get
What we need from you
- Access to Direct and Metrica, if you already have them
- What a real lead is for you and what you're willing to pay for one
- CRM access or a spreadsheet showing which leads were reached and bought
- Someone who answers new leads quickly
What you get
- Configured campaigns and Metrica goals for real leads
- Offline conversions from the CRM to Metrica
- Creatives, sitelinks and landing pages for queries
- Negative keywords and excluded placements, updated every month
- A monthly report: spend, leads, cost per lead and what changed
Contract, payment, warranty
We work under a signed contract. Scope, quote and timeline are fixed before we start and do not change later.
An advance when the contract is signed, the rest after acceptance. Payment by invoice.
For three months after launch we fix bugs and help with small edits free of charge.
We work with clients in different countries: calls online, documents signed electronically.
What we build it with
Mistakes we avoid
Our own lesson: Direct charged us for a «messenger visit» on a plain tap of the Telegram button. Only a real lead gets billed.
A major edit in the first 7-10 days resets the strategy's learning. We wait for data instead of tweaking the campaign after one bad day.
Without offline conversions Direct can't tell which leads became customers. We send «reached» and «deal» with the amount from the CRM.
If nobody looks at leads in the CRM, dead placements and random clicks keep eating the budget. We find the signals and close them in the settings.
FAQ
How much does Direct setup and management cost?+
We quote after a free niche review and forecast. The price depends on directions, landing pages, creatives and whether a CRM link is needed. The ad budget is separate, and the forecast shows it.
What will a lead cost?+
Before launch we show a forecast from the Direct account - a guide, not a promise. For reference: in our niche over 30 days (08.09-07.10.2026) the average cost per conversion was 1,060 ₽ on a 27,550 ₽ spend. Yours will be different.
Why not change the campaign in the first days?+
The strategy needs 7-10 days to learn. A major edit in that time resets learning and it starts over. So we watch, collect data and edit afterwards.
What is pay per conversion?+
A strategy where Direct charges when a goal is reached, such as a submitted lead, not per click. The key is the right goal: we once paid for a plain tap of the Telegram button and removed such goals from billing.
Why send CRM data to Metrica?+
So the strategy learns from real customers. When a manager reaches a lead or closes a deal, the CRM sends «reached» and «deal» with the amount to Metrica as offline conversions.
What if we don't have our own CRM?+
Offline conversions can be uploaded from another CRM or a spreadsheet. Or we can build a setup like ours: website leads straight to the CRM and Telegram, calls from the card, an AI call summary and the conversion back to Direct.
Sources: Unified performance campaign - Yandex Direct Help · Maximum conversions with pay per conversion - Yandex Direct Help · Offline conversions - Yandex Direct Help
Further reading
Blog ↗Other services
Services ↗Got a project? We’ll draw it.
Leave a request - a 30-minute call, we dig into the task and show budget forecast in 1-2 business days. Free, no prepayment.