Phone Parts: 1,537 inquiries from retail and repair businesses
Yandex Direct generated 903 urgent-purchase inquiries at 394₽, while VK Ads generated 634 repair-business inquiries at 520₽
Imported phone parts were available at lower prices from overseas marketplaces. A local supplier needed to explain different advantages to urgent buyers and repeat wholesale customers
Search campaigns promoted same-day Moscow delivery and local stock. VK campaigns addressed repair workshops with wholesale pricing, payment terms and a range of more than 500 stocked items. The two audiences used separate CRM funnels and sales scripts
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Context
Phone Parts supplies smartphone displays, batteries, housings and connectors in Moscow. Overseas marketplaces offered lower product prices, so the campaign separated buyers by the job the local supplier could solve
Two commercial funnels
Urgent retail requests in search. Yandex Direct covered requests for a particular part available today, highlighting Moscow stock and same-day delivery. The result was 903 inquiries at 394₽ each
Repair businesses through VK. Native lead forms reached repair technicians and workshops. The offer explained wholesale prices, orders from ten units and payment terms. This channel generated 634 inquiries at 520₽
Separate CRM handling. A one-off urgent order and a recurring workshop account used different scripts and qualification. The source reports substantially higher lifetime value in the wholesale segment
Results and interpretation
The channels generated 1,537 inquiries in total. After six months, 60% of turnover reportedly came from the B2B customer base acquired through VK. These inquiries are not equivalent to 1,537 paid orders
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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