Yandex Direct budget is the main question after "how to set up a campaign". Small business fears wasting money and fears under-funding the test. Both are valid: too small — no data; too large without a ready landing — multiplies losses.
NUGU is a digital agency in Sochi. We calculate budget from goals and unit economics, not "what's left for ads at month end".
Starter budget formula
Simplified for search:
Monthly test = (Target clicks per month) × (Average CPC)
Target clicks = 100 / Landing CR in %
Example: landing CR 4% → ~25 conversions for confident conclusions → 25 / 0.04 = 625 clicks. At CPC 45 ₽ → ~28,000 ₽/month. If CR 2% — budget doubles. Model only, not a guarantee.
In practice, local service in Sochi often needs 15,000–25,000 ₽/month with a solid landing. Narrow B2B — sometimes 10,000–15,000 ₽; renovation, clinics, hotels — 30,000–50,000 ₽.
Daily limit: where to start
| Situation | Daily budget (guide) |
|---|---|
| First launch, one service | 500–800 ₽ |
| Leads exist, scaling | 1,000–2,500 ₽ |
| Several cities / services | 1,500+ ₽ per campaign |
| RSYA test only | 300–500 ₽ |
Rule: daily limit should allow at least 5–10 search clicks per day. Otherwise a week passes with no conclusions.
Campaign structure — Yandex Direct setup and Direct for small business.
Budget allocation stages
Week 1–2: data. 100% search, manual bids or Max clicks with CPC cap. Skip Conversion optimization strategies without history.
Week 3–4: cleanup. Minus keywords from search query report, cut bad RSYA placements, A/B ads.
Month 2: scale. +20–30% budget on groups below target CPL. Retarget visitors — 10–15% budget.
Month 3+: conversion strategies with 30+ goal actions per month.
CPC by niche (examples, Southern Russia, 2026)
From practice, not Yandex official pricing:
- Narrow B2B ("CRM development", "1C audit"): 25–80 ₽
- Websites and digital: 40–120 ₽
- Renovation, construction: 80–250 ₽
- Dentistry, cosmetology: 100–350 ₽
- Hotels, tours (seasonal): 50–200 ₽, peak higher
Check your CPC in Wordstat and Direct report after first 200 clicks.
When budget is "too little" or "too much"
Too little if:
- Impressions exhaust budget by midday.
- Under 50 clicks per month per campaign.
- Strategy says "insufficient data".
Too much if:
- CPL 3× above margin per lead.
- 500 clicks, 0 leads — problem is site before Direct, not budget.
- Spend grows, lead quality drops — cut, do not pour more.
Tie to deal economics
Calculate acceptable CPL:
CPL max = (Average check × Margin × Lead-to-deal CR) × marketing share
Example: check 80,000 ₽, margin 40%, 2 deals from 10 leads, 25% of marketing to ads → CPL max ≈ 80,000 × 0.4 × 0.2 × 0.25 = 1,600 ₽. If actual CPL 3,000 ₽ — fix landing, semantics, or offer — do not just increase budget.
Checklist before first top-up
- One service — one landing, offer matches ad.
- Metrica + goals, import to Direct.
- Base minus keywords at campaign level.
- Daily and account limits set.
- UTM on all links.
- Manager replies within 15 minutes.
Support cost
NUGU does not sell "budget" — we build the system. Landing from 30,000 ₽, service site from 50,000 ₽. Direct management after brief and niche review. Contacts, services, portfolio.
GEO: prices on site = fewer ad surprises
When landing clearly states service, city, and "from X ₽", CR rises and it is easier to see which queries pay back. Same foundation as GEO optimization — one version of truth for client, ads, and AI search.