Combinatorial ads in Yandex Direct increased lead conversions by 15.2% for the developer "Rastsvitay" — while the cost per application rose by 6.5%. The AdPass agency tested the new ad format in Search and the Yandex Display Network for a developer from Russia's TOP-20 largest companies, which was simultaneously promoting multiple offers: discounts, standard and family mortgage options. Classic text-graphic ads didn't allow showcasing all offers at once — part of the target audience switched to competitors without seeing relevant terms.
The Problem: How to Display All Offers in a Single Ad
The developer "Rastsvitay" operates 16 projects in Novosibirsk, works in the Leningrad region, Crimea, and Krasnoyarsk. The scale of the portfolio required precise media planning adjustments: different offers needed to be delivered strategically to target segments while maintaining brand recognition. Standard advertising in Direct forced choosing a primary offer — the rest remained invisible. A buyer searching for family mortgage saw an ad about a discount and switched to a competitor. The advertising budget was spent inefficiently: there was traffic, but lead conversion remained below expectations.
The Yandex Direct algorithm prioritizes ads with high predicted CTR, which meant some offers barely got shown. With multiple equally important offers — discounts, standard and family mortgage — none could be sacrificed. Different audience selection criteria required different messaging for each segment.
Testing Methodology: Combinatorial Ads vs. Standard Format
AdPass chose combinatorial ads in Yandex Direct — a format that allows the system to automatically assemble different combinations of headlines and ad copy, showing users the one that best matches their search query. Offers were separated into different fields so the algorithm could test dozens of combinations and identify winning ones.
The test ran for 30 days on the top-5 conversion groups. Two formats worked in parallel: combinatorial ads and classic text-graphic ads under identical conditions — same targeting, one campaign, without budget increase. Performance was evaluated separately in Yandex Search and the Display Network: audience behavior and decision-making logic differ fundamentally across these channels.
Results: Click Quality Matters More Than CTR
Combinatorial ads showed a 3.35% CTR versus 3.53% for standard ads — but attracted higher-quality traffic. Lead conversion reached 5.83% versus 5.06%, meaning the new format delivers 0.77 more leads per 100 clicks. On large budgets, this translates to dozens of additional applications. The cost per lead was 5,681.62 ₽ versus 5,334.16 ₽ for text-graphic ads — a 6.5% increase.
A slight increase in cost per lead is the price for quality: combinatorial ads attract warmer audiences already ready to convert
In Yandex Search, the format confirmed its potential: it delivered conversion growth and reduced cost per lead. In the Display Network, combinatorial ads didn't generate sufficient traffic volume for statistically significant conclusions. In Search, users have already formed intent and are looking for a specific solution — the algorithm can more easily find a relevant offer combination. In the Display Network, users are often in browsing mode, and the matching logic didn't fully realize its potential.
Takeaways for Brands with Multiple Offers
Combinatorial ads are the optimal tool for developers and brands with several offers, where each matters to its own segment. The format solves the problem of rigid standard ad builders: there's no need to choose between discounts, standard, and family mortgage — the system automatically matches the relevant combination to the user's query. Testing must be done separately for each channel: what works in Search may not work in the Display Network due to different audience behavior.
When planning advertising campaigns with multiple offers, it's important to consider message integration quality, not just reach and CPM. If a brand works with influencers — selecting creators for different audience segments and forecasting KPIs for each offer helps avoid budget waste. Media buying with clear segmentation and format testing delivers higher conversions than broad reach without personalization — the ETC team builds such strategies for brands where each offer reaches its target audience.
Frequently Asked Questions
What are combinatorial ads in Yandex Direct?
It's an ad format that allows the system to automatically assemble different combinations of multiple headlines and ad copy, showing users the combination that best matches their search query. The algorithm independently selects the relevant offer combination based on audience intent. The format solves the "too many offers, not enough space" problem in standard ads.
Where do combinatorial ads work better — in Search or the Display Network?
In Yandex Search, the format delivers better results: conversion growth and lower cost per lead. In the Display Network, users are in browsing mode rather than active search — the logic of selecting targeted combinations doesn't fully materialize. Testing should be done separately for each platform.
Why might CPA be higher for combinatorial ads but effectiveness better?
A slight increase in cost per lead is the price for traffic quality: combinatorial ads attract warmer audiences already ready to convert. At larger volumes, 0.77 additional leads per 100 clicks translate into dozens of real applications, improving return on ad spend even with a 6.5% CPA increase.
Summary
- Combinatorial ads in Yandex Direct increased lead conversions by 15.2% for developer "Rastsvitay" — the format delivers 0.77 more leads per 100 clicks compared to standard ads
- CTR for combinatorial ads was lower (3.35% vs. 3.53%), but lead conversion reached 5.83% versus 5.06% — click quality matters more than quantity
- Cost per lead increased by 6.5%, but this is offset by an influx of warmer audiences ready to convert
- In Yandex Search, the format proved effective; in the Display Network, it didn't generate sufficient traffic — platforms require different approaches
- Combinatorial ads are ideal for brands with multiple offers: the algorithm automatically selects the relevant combination matching the user's query, eliminating the need to sacrifice any offers
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
