I am Alexey Kuznetsov, Tkan Studio. This is not a tutorial on “how to set up Direct from scratch”. It is about what must be on the landing so the click does not burn. You can run the campaign yourself or with a contractor — we have a Yandex Direct service. But if the page and the ad say different things, the budget burns under any setup.
What must match
Five points. Not a “pretty first screen” — literal meaning match:
- Offer. The service in the ad headline = the service in the H1 and first screen. Not “cleaning” in the ad and “full spectrum for business” on the page.
- Geo. City or district in the ad — on the page. “Moscow, south” in the copy — not a vague “we travel across Russia” with no detail.
- Price orientation. If the ad says “from 3,500” or “free survey” — the same on the landing, not in tiny type in the footer.
- CTA. Button and form promise the same next step: booking, estimate, survey, call. Not “get a price” in the ad and only “call me back” with empty fields.
- Exclusions. What you do not do — short and honest. Otherwise people you never take still cost you a click.
Offer match is not a slogan. It is so that in three seconds the person recognises: “yes, this is what I clicked.”
Landing checklist for Direct traffic
Before you launch the campaign, walk the list. If an item is missing — fix the page, do not raise bids.
- H1 and first paragraph repeat the service and city from the ad.
- The first screen shows the next step: a form or a clear button to it.
- “From” price, scope or “what is included” — as text, not only as an image.
- Who the service is for and what you do not do are written down.
- A form with useful fields (district, job type, when) — not only a phone into the void.
- Reply speed and where the lead lands are clear to you, not only to the designer.
- Metrica / goals are set to see an enquiry, not only a “visit”.
How a person leaves a lead during the day — separately: CTA, quiz, calculator or manager. Package level — which service digitalisation level to start with.
When 29, when 49
Our packages are 29 / 49 / 99 / 179 thousand — levels of how you sell, not a ladder to “buy dearer”.
29,000 ₽ — Start. One service, you close by phone, Direct is planned or poured carefully. You need a clear link-page: offer, terms, form. No extra mechanics.
49,000 ₽ — Site for enquiries. Ads already run or are about to. You need match with the ad, a usable form, “what is included / what is not” blocks so the click does not become an empty “call me back”. The calm path is a turnkey landing.
A calculator and heavier logic — from 99,000 ₽ when you have a price formula. Do not put a calculator “so Direct pays off” if the offer on the first screen still drifts. Campaign management — on the Yandex Direct service page.
FAQ
Can we run Direct to a homepage about “everything”?
Technically yes. On money — almost always no. The person clicked a specific service and city. If the first screen is “full spectrum” without the same offer — you pay for disappointment.
Is the 29,000 ₽ package enough for Direct?
If one service, a clear offer and you close by phone — often yes. If ads already warm traffic and you need a page for enquiries with match — look at 49,000 ₽.
Do we need a calculator for Direct to pay off?
No. First offer match and an enquiry a manager will handle. A calculator — when you trust your price formula (from 99,000 ₽), not “for show”.
Which matters more: Direct setup or the landing?
Without offer match, setup only speeds up the burn. Page and campaign are one pair. Fix the promise on the landing before you scale the budget.