Yandex Ads
We set up the ads and show where the budget goes
Queries are separated by intent, goals are checked, and service fees stay separate from media spend.
- 01 · query
- Q
- 02 · message
- AD
- 03 · page
- LP
- 04 · goal
- GOAL
01 · Problem
When this service helps
Advertising becomes expensive when queries are mixed, pages do not match the message and decisions rely on clicks rather than meaningful actions.
- Demand needs fast validation
- A new service or region is launching
- Existing campaigns need an independent review
- SEO and paid acquisition need one structure
02 · Diagnosis
How we find the cause
- 01
Review the offer and landing page
- 02
Separate queries by service and intent
- 03
Configure measurable conversion actions
- 04
Keep agency fees separate from media spend
In plain language
Three terms used in this service.
CTR
In plain language: clicks divided by impressions.
The term helps define the issue, agree the outcome and verify delivery.
Open in glossaryConversion
It is the visit outcome the business needs, such as an enquiry, call, purchase or another agreed action.
Without a defined conversion, website or advertising changes cannot be tied to a measurable outcome.
Open in glossaryA/B testing
Some users see variant A and others see variant B, then results are compared using a metric chosen in advance.
The test helps separate a real effect from random variation and subjective preference.
Open in glossary03 · Result
What changes and what you keep
- Campaigns separated by service
- Configured goals
- Spend and change list
- Enquiry data
- Campaign structure
- Messages and query list
- Configured goals
- Change log
- Report and recommendations
04 · Process
What we actually do
- 01
Review pages and goals
- 02
Segment queries
- 03
Create campaigns and messages
- 04
Configure exclusions and measurement
- 05
Optimize for meaningful actions
05 · Options
Scope, limit and price together
Launch
We build and launch ads for one service.
Limit1 service · 1 region · up to 3 campaigns
Individual estimateFull tier scope
- Up to 100 queries
- Ads
- Goals
- Launch
Management
Monthly campaign work excluding media spend.
LimitUp to 5 campaigns · media spend up to 150,000 RUB
Individual estimateFull tier scope
- Spend review
- Negative keywords
- Ad edits
- Report
Campaign audit
Review campaign structure, goals and landing pages.
LimitScope confirmed after a short brief
Individual estimateFull tier scope
- Structure
- Goals
- Queries
- Fix list
06 · Timing and limits
What we clarify upfront
Setup usually takes 7–10 business days after access and materials are received.
- Yandex media spend
- Guaranteed lead price
- Unscoped web rebuilds
- Hidden commissions
07 · Proof
Delivery can be accepted against evidence
- 01
We record the baseline and scope before work begins.
- 02
We hand over the completed changes and included materials.
- 03
We repeat applicable checks and state the remaining limits.
Nobody can promise a search position or number of sales in advance: demand, competitors, seasonality and the product all matter. We agree the work, timing and price upfront, then check everything again after the changes.
Result example
A campaign connects the query, message, landing page and measurable action
The setup explains why a query belongs in a group, what message is shown and where the ad leads.
Campaign map fragment
An anonymised configuration example, not a performance forecast.
- Query group
- Phrases for one service with comparable intent
- Intent
- The person is selecting a provider rather than seeking general information
- Message
- A specific service and condition supported by the landing page
- Landing page
- A page with the same offer, constraints and next action
- Goal
- A valid form submission or another agreed enquiry action
- Exclusions
- Irrelevant intent and placements are recorded in the change log
- Decision
- The reason to launch, stop or change a group is kept in the report
Before → after
Clicks cannot be explained
- Different intents are mixed in one group
- The ad and page say different things
- The goal does not distinguish an enquiry from an incidental action
Decisions can be traced
- Queries are split by service and intent
- The landing page supports the message
- Changes and constraints are separated from media spend
Why this option
- Demand needs to be tested faster than organic search allows
- Services or regions require separate messages and pages
- A transparent link between setup and enquiry data is required
Why KILENI
- We review the landing-page match, not only the ad account
- Service fees stay separate from media spend
- The change logic is recorded and clicks are not presented as enquiries
The fragment illustrates setup structure. Enquiry cost and demand volume depend on the market, landing page, media spend and observation period.
08 · Before ordering
11 answers for a buying decision
Scope, access, timing, acceptance and service boundaries — without hidden assumptions.
01What is wrong right now?
Advertising becomes expensive when queries are mixed, pages do not match the message and decisions rely on clicks rather than meaningful actions.
02How will KILENI check it?
Review the offer and landing page; Separate queries by service and intent; Configure measurable conversion actions; Keep agency fees separate from media spend
03What exactly will be done?
Review pages and goals; Segment queries; Create campaigns and messages; Configure exclusions and measurement; Optimize for meaningful actions
04What will I receive?
Campaign structure; Messages and query list; Configured goals; Change log; Report and recommendations
05How do I accept the result?
Accept the result against the criteria agreed upfront: Campaigns separated by service; Configured goals; Spend and change list; Enquiry data.
06How long will it take?
Setup usually takes 7–10 business days after access and materials are received.
07What does it cost?
Launch — Individual estimate (1 service · 1 region · up to 3 campaigns); Management — Individual estimate (Up to 5 campaigns · media spend up to 150,000 RUB); Campaign audit — Individual estimate (Scope confirmed after a short brief)
08What is not included?
Yandex media spend; Guaranteed lead price; Unscoped web rebuilds; Hidden commissions
09Why choose this option?
Launch: We build and launch ads for one service. Management: Monthly campaign work excluding media spend. Campaign audit: Review campaign structure, goals and landing pages.
10Why KILENI?
Before starting, we record the baseline, scope, timing, price and acceptance criteria. For this service, the handover includes: Campaign structure; Messages and query list; Configured goals.
11What happens next?
Complete the short brief for “Yandex Ads”. If the option is unclear, choose “Not sure” and we will start by defining the task boundaries.
Questions about the service
Is media spend included?
No. It is paid to Yandex directly; KILENI fees cover setup and management.
Are ads required for SEO?
No. They can validate demand faster, but the decision depends on the task and budget.
Can you audit existing campaigns?
Yes. We review structure, goals and landing pages, then scope further work.
Next step
Describe the task — get a sensible scope
Before work starts, we state scope, timing, price and exclusions.