Advertising for a Sliding Interior Partition Manufacturer

The Challenge

The company manufactures sliding aluminum interior partitions.

The project started in 2020. At first, the company relied primarily on SEO traffic, but paid advertising was needed to generate additional qualified leads and scale traffic.

Initially, advertising traffic was directed to the existing website. Later, we developed a new website and dedicated landing pages for different types of interior partitions.

The main challenge was to make advertising and the website work together as one system rather than treating them as separate parts of the marketing process.

What We Did

• Managed and optimized Yandex Direct advertising campaigns
• Developed landing pages for different partition directions
• Created separate landing pages for specific products and search intents
• Analysed user behaviour and advertising data
• Tested different advertising hypotheses
• Used campaign and website data to identify areas for improvement
• Continuously improved landing pages based on actual user behaviour
• Relaunched the advertising campaigns after the existing campaign structure became less effective, using updated Yandex algorithms

Our Approach

We connected advertising data with what was happening on the landing pages.

Instead of simply increasing the advertising budget, we looked at how users interacted with the website and used this information to improve both the campaigns and the landing pages.

This allowed us to test hypotheses faster and make changes without unnecessary delays.

One of the key principles of the project was simple:

The landing page and advertising should work together as one system.

When the existing advertising setup became less effective, we did not simply increase spending. We rebuilt the approach, created a new landing page and relaunched the campaigns using the updated Yandex algorithms.

Project Timeline

2020 — 2023

The project has been developed continuously for more than four years, with advertising, landing pages and optimization evolving together as the business and advertising platforms changed.

Result

The project demonstrates how paid search advertising can be integrated with SEO, landing page development and ongoing optimization to create a sustainable lead generation system.

Rather than treating PPC as a standalone traffic source, we used advertising data to improve the entire customer acquisition process.