St. Petersburg collective investment agency generates 96 apartment leads at ₽3,774 CPL

EZCA ran Yandex.Direct campaigns for Rentaved — a collective real-estate investment agency — delivering 96 leads across two premium St. Petersburg developments at ₽3,774 CPL.

Throughput

4 landing pages, 2 buildings, 2 buyer segments

Separate pages and targeting for life buyers and investors across both properties — 4 conversion paths managed simultaneously

Speed

Continuous campaign optimization over 3 months

Audience, creative, and bid optimizations run in weekly cycles throughout the engagement

Cost

₽3,774 CPL

Cost per lead for luxury central St. Petersburg real estate — from ₽362,297 total spend

Rentaved Agency is a collective real estate investment firm selling apartments in two centrally located St. Petersburg buildings to both life buyers and investors. EZCA ran a 3-month Yandex.Direct campaign (July–September 2023), building separate targeting for investment and life-purchase buyer journeys. From ₽362,297 in spend: 821,272 impressions, 8,638 clicks, and 96 qualified leads at ₽3,774 CPL.

The problem

Rentaved needed to sell apartments in two specific central Petersburg buildings to two distinct buyer types simultaneously.

Collective real estate investment is a niche product: the buyer needs to trust both the location and the collective ownership model. Rentaved's challenge was reaching two meaningfully different audiences — people buying to live versus people buying for yield — with messages that spoke to each motivation. Running a single generic campaign across both buildings and both buyer types would waste budget on audience-message mismatch. Yandex.Direct, the dominant search platform for Russian real estate intent, was the obvious channel — but it required careful segmentation to be efficient.

The approach

EZCA built dedicated landing pages and targeting for each building and each buyer type — four parallel conversion paths running simultaneously in Yandex.Direct.

Audience segments were built for two primary profiles: buyers seeking an apartment in central St. Petersburg for residential use, and investors seeking rental yield or capital appreciation. For each of the two buildings, separate landing pages were developed — one tailored to life buyers, one to investors — ensuring message-to-page alignment throughout the conversion path. Yandex.Direct campaigns were structured around this segmentation. New audience variants were tested throughout the engagement. Creative, copy, and bid strategies were optimized continuously. Budget was adjusted based on lead quality and cost data as it accumulated.

The outcome

96 leads at ₽3,774 CPL for premium central Petersburg real estate — with full funnel visibility across all four conversion paths.

From ₽362,297 in Yandex.Direct spend, the campaign generated 821,272 impressions, 8,638 clicks, and 96 qualified apartment purchase leads at ₽3,774 CPL. The dual-segment, dual-building structure allowed Rentaved's sales team to handle inquiries with relevant context — knowing whether a prospective buyer was approaching as a resident or investor before the first call. The architecture demonstrates that even single-channel campaigns can generate nuanced, pre-qualified lead pipelines when segmentation is built in from the start.

Measured impact