40% traffic lift. St. Petersburg florist. Yandex.Direct.

Precision Yandex.Direct. Floral intent. Seasonal market. Orders track the traffic.

Throughput

Delivered

Multiple creative sets developed and tested

Campaigns covered semantic research, audience segmentation, ad copy variants, and ongoing optimization cycles

Vesna (vesna-city.ru) is a St. Petersburg floristry hypermarket since 2011 — flowers, plants, floral design, stores and online. EZCA ran a Yandex.Direct contextual program: audience segmentation, creative, geo-targeting, continuous optimization. Site traffic up 40%, online orders tracking in parallel.

The problem

Strong offline brand. Underperforming online channel.

St. Petersburg floristry leader since 2011 — multiple studios, skilled creative team, broad product range. But vesna-city.ru wasn't capturing the online demand its market position deserved. Seasonally volatile searches made every month a different game.

Vesna creative — four Yandex display ad mockups (floral delivery)

Vesna Yandex.Direct campaign dashboard — Russian floristry search performance

The approach

Yandex.Direct. Geo precision. Intent-led creative.

Full keyword and audience mapping for St. Petersburg floristry search. Geo-targeting layered with interest and purchase-intent signals. Continuous creative testing, bid tuning, and negative-keyword filtering held efficiency through seasonal swings.

The outcome

40% more traffic. Orders followed.

Site traffic grew 40% over the engagement, directly attributable to Yandex.Direct. Online order volume lifted alongside — quality matched volume because targeting matched intent, not just reach.

Vesna results dashboard — 40% traffic lift and order volume growth

Measured impact

Key metrics from this engagement

Website traffic increase

+40%

Attributed to Yandex.Direct contextual campaign

Engagement spec

Scope at a glance

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