Paid advertising in Russia

Paid advertising with a cost per enquiry you can actually see. Setup, launch and ongoing management — with the budget going straight into your own account, not through me.

Where the ads run

• Yandex Direct. The main paid channel in Russia: search results, partner sites, and retargeting for people who visited but did not enquire.
• VK Ads. Audience targeting by interests, group membership and demographics — for products people do not actively search for.
• Yandex Business and maps. Cheap and steady for anything local, and frequently forgotten.

Google has not been selling advertising in Russia since 2022. If someone offers you Google Ads for the Russian market, ask exactly where those ads will be shown.

What setting up actually means

• Collecting the queries. What people really type, separated from what the company thinks they type. Ready-to-buy queries are separated from browsing ones.
• Negative keywords. «Free», «by hand», «jobs», «reviews» — the first place where budget leaks away.
• Campaign structure. Split so that you can later see which group brings enquiries and which only brings clicks, and switch the second one off.
• Landing pages. An ad for a specific query must lead to a page about that thing, not to the home page.
• Goals in analytics. Without configured goals, optimisation is guesswork, and the platform’s automatic bidding has nothing to learn from.

How the money works

You top up your own advertising account and see every rouble spent. I do not take a percentage of the budget: that model quietly rewards the contractor for spending more, which is the opposite of what you need. My fee is for the work, and it does not change if the budget does.

Reporting

Once a month, in plain language: how much was spent, how many enquiries came in, what one enquiry cost, what was changed and why. If the cost per enquiry grew, the report says so — a report that only ever contains good news is not a report.

What I need to start

A working site or landing page, an understanding of what a client is worth to you, and someone on your side who answers enquiries quickly. Advertising only multiplies what already exists: if enquiries sit unanswered for two days, more of them will not help.

When advertising is not the answer

• The site is not ready. Paying for traffic to a page that loses visitors is paying to confirm that it loses them.
• The budget is too small for the niche. In some markets a click costs more than a hundred roubles, and a test needs a realistic sum. I will say the number honestly before you spend it.
• Nobody handles the enquiries. Then the first task is the process, not the ads.

Cost

Quoted after I see the niche, the region and the scale of the campaigns — those three change the workload several times over.