Lead Generation for an Online Bedding Store

The Challenge

Cotton Store is an online store specializing in bedding and home textiles.

Our cooperation began in 2023, when the owner came to me for an independent audit of the store’s advertising.

Before that, the business had been working with a large marketing agency that handled both paid advertising and SEO. However, the client did not have access to the advertising campaigns themselves and received only reports and brief explanations of the work being done.

The campaigns were primarily focused on Search, while other Yandex advertising formats were treated as separate campaigns and budgets.

The client wanted something different:

Honest, transparent and understandable advertising that could generate orders on a consistent basis.

That became the main objective of the project.

The Initial Audit

The first step was to understand what was actually happening inside the advertising account.

Instead of relying only on reports, we looked at the technical setup and the opportunities that were available for an e-commerce business.

Several important areas required attention, including:

• Competitor research
• Keyword research
• Negative keywords
• E-commerce tracking
• Product feed setup
• Campaign structure
• Additional Yandex advertising formats

For an online store, one of the most important technical elements is a properly structured product feed.

It allows advertising platforms to understand the store’s products and use product information across different campaign types.

Building the Advertising System

We worked with the developers to implement the necessary technical elements and set up e-commerce tracking.

A product feed was created and connected to the advertising system.

We then tested several traffic sources and campaign types, including:

• Yandex Search
• Yandex advertising network
• Product campaigns
• Different targeting and campaign combinations

The goal was not simply to launch as many campaigns as possible, but to find a combination that could generate stable and economically viable traffic.

After a period of testing, we identified a working campaign structure and continued optimizing it.

SEO

Paid advertising was not the only part of the project.

Since 2023, we have also been working on the store’s SEO, making organic search traffic another part of the long-term acquisition strategy.

This allowed us to work with both sides of the acquisition system:

Paid traffic → immediate demand generation
SEO → long-term organic traffic

The two channels were developed alongside each other rather than treated as completely separate projects.

The Result

Over the course of the project, we built and optimized a more complete acquisition system for the online store.

The advertising setup evolved from a relatively limited Search-focused approach into a broader e-commerce advertising system using multiple campaign types and a properly configured product feed.

At the same time, SEO became part of the long-term strategy for increasing organic visibility and reducing reliance on paid traffic alone.

The project has been running continuously since 2023.

My Approach

One of the main principles of this project was transparency.

The client needed to understand what was being done, why it was being done and how the advertising was performing.

Instead of simply reporting campaign results, I focused on identifying opportunities for improvement and testing new approaches when they could potentially improve the result.

For e-commerce businesses, this is particularly important: advertising performance depends not only on the campaigns themselves, but also on the technical setup, product feed, analytics, website and the quality of the information provided to the advertising platform.

The result is an ongoing e-commerce marketing project combining paid advertising and SEO.