A Moscow flooring retailer: 624 inquiries at 357₽
A specialist flooring store generated 624 inquiries at 357₽, with 7% purchase conversion and a 120K₽ average order value
A small store could not match a large home-improvement chain on standard product price, showroom size or brand recognition. Advertising basic low-price laminate attracted a difficult comparison
Search campaigns focused on designer collections and urgent installation. A calculator compared the full package of flooring, delivery and installation for the buyer's area. The client's own six-month payment arrangement addressed the initial payment size
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Context
A small Moscow flooring store competed with a national home-improvement retailer. Standard product-price advertising did not make the store’s service advantages clear
What changed
More specific search requests. Yandex Direct focused on designer laminate, urgent installation and parquet supplied with installation. These were requests for which the store had a relevant service offer
A complete-project calculator. The buyer entered floor area and product class, then compared product, delivery and installation costs. The comparison used the costs available during the January-March 2023 campaign
Payment terms from the store. The offer included the client’s six-month payment arrangement, which helped buyers consider the full 120K₽ average order
Results
The campaign produced 624 inquiries at 357₽ each and a 7% purchase conversion. The average order was 120K₽. The client subsequently expanded into parquet and engineered flooring using the same service-led model
See e-commerce marketing for how an inquiry-led retail funnel is connected to orders and revenue
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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