IT-B Turns a Blank Slate into 700%+ ROI on Paid Search

EZCA built IT-B's marketing strategy from zero — testing hypotheses, cutting waste, and scaling winning ad structures until campaign ROI exceeded 700% in Yandex.Direct.

Speed

Hypothesis-to-live testing across multiple campaign structures in parallel

New targeting, creatives, and bid strategies tested and iterated within each campaign cycle

Cost

700%+ ROI improvement

Non-performing segments cut; budget reallocated to high-converting regions and time windows

IT-B provides warehouse automation and IT services to Russian mid-market and enterprise clients. They came to EZCA with no marketing strategy and no active campaigns. EZCA built their paid search program from scratch in Yandex.Direct — formulating, testing, and scaling campaign hypotheses — and achieved more than 700% improvement in campaign ROI while significantly growing the volume of qualified inbound inquiries.

The problem

IT-B had deep technical expertise in warehouse automation but no marketing engine — zero strategy, zero campaigns, and no path to qualified inbound leads.

IT-B operates in a specialized niche: warehouse automation for mid-size and large businesses. The product is high-value and B2B, with a buying cycle driven by very specific search intent. The challenge was that search volume for their terms was low, making standard keyword strategies ineffective — budget was leaking into informational queries and under-performing segments. The category required maximum specificity in ad copy and bidding to convert the limited search volume that existed. Geographically, demand was concentrated in specific Russian regions, but the company had no data on where to double down. Without a hypothesis-led marketing methodology, they were invisible to the buyers who were actively searching.

The approach

EZCA built IT-B's Yandex.Direct program through structured hypothesis testing — cutting waste fast and scaling winning ad structures into high-conversion regions.

EZCA began by formulating a set of marketing hypotheses: which audiences, ad formats, keywords, and messages were most likely to convert for a specialized warehouse automation product. Given the low search frequency of the niche, broad match keys and auto-targeting were used to capture demand — informational queries were actively excluded through deep negative keyword lists. Ad copy was built to be maximally descriptive and specific, utilizing every available Yandex.Direct extension. A free consultation promo was incorporated into the headline, which materially improved CTR. EZCA identified that the majority of qualified inquiries came during business hours on weekdays, so dayparting was implemented to concentrate budget on high-intent windows and eliminate weekend waste. Geographic analysis identified Central Russia and the Volga region as highest-converting; bids were raised on these segments. The most successful campaign structures were then scaled, with continuous performance monitoring to protect ROI gains.

The outcome

IT-B's paid search ROI exceeded 700% as targeted optimization compounded — and inbound qualified inquiries rose significantly.

Campaign ROI improved by more than 700% as non-performing segments were eliminated and budget concentrated on proven structures. The volume of high-quality inbound inquiries from potential clients grew substantially, giving IT-B a consistent, measurable acquisition channel for the first time. Brand visibility in the IT services market increased, contributing to broader sales volume growth. The optimization methodology EZCA implemented — dayparting, regional bid adjustment, negative keyword discipline, and CTR-driven copy testing — is now a replicable framework for scaling the program further.

Measured impact