EZCA built and optimized a Yandex.Direct contextual campaign for Vesna that lifted website traffic 40% and grew online orders in a seasonally competitive market.
Vesna (vesna-city.ru) is a St. Petersburg floristry hypermarket with roots going back to 2011, offering flowers, plants, and floral design services both in-store and online. EZCA ran a full contextual advertising engagement on Yandex.Direct — audience segmentation, creative development, geographic targeting, and continuous optimization — producing a 40% increase in site traffic and a measurable uplift in online orders.
Vesna had built a strong reputation in St. Petersburg floristry since 2011 — multiple studio locations, a skilled creative team, and a broad product range. But the online channel at vesna-city.ru was underperforming relative to the brand's market position. The challenge was capturing demand from St. Petersburg buyers searching for flowers, arrangements, and event floristry services at the moment of intent, not just through foot traffic and repeat customers. Without a disciplined paid search presence, Vesna was leaving high-intent traffic to competitors.
The engagement began with a full keyword and audience analysis — mapping search behavior across floristry-related queries in the St. Petersburg market. Targeting was structured around geographic precision (St. Petersburg geo-targeting), audience interests, and purchase-intent search terms. EZCA developed creative ad sets designed to surface Vesna's differentiators: exclusive flowers, professional floral design, and the brand's creative studio ethos. Multiple ad copy variants were tested simultaneously, with performance data driving weekly optimization decisions — adjusting bids, pausing underperforming variants, and allocating budget toward proven creative. The campaign ran on a continuous improvement loop rather than a set-and-forget basis.
Website traffic grew 40% over the campaign period, directly attributable to the Yandex.Direct activity. Online sales and order volume through vesna-city.ru increased alongside the traffic lift, demonstrating that the quality of incoming visitors — not just the volume — was aligned with buyer intent. Brand awareness across the St. Petersburg market broadened, building a foundation for future retargeting and loyalty campaigns. The case demonstrated that a brand with deep offline roots can close the gap between physical reputation and online revenue with the right paid search infrastructure.
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