Brand and geo queries performed well in search, but campaigns promoting treatment packages, promos and special offers barely worked — the specific low-frequency demand didn’t exist yet. The hypothesis: display advertising could warm a new audience before they ever searched.
Healthcare & Wellness · Hospitality
Rodnik Altaya — Display Advertising That Fills a Resort
Yandex display campaigns with post-view analytics grew pre-bookings 2.7× for a family health resort.
46 → 125 (×2.7)
Pre-bookings
282 → 749
Monthly requests
−42%
Cost per pre-booking
227 requests + 134 calls
Attributed to display
The challenge
The approach
Two display campaigns targeted distinct audiences — families with children («Kids under 14 stay free») and couples («Health for two») — across four Siberian regions, capped at 10 impressions per user per 3 days. Metrica goals, audience pixels on every banner and post-view analytics tracked users who saw banners through to search and network conversions, with retargeting catching the exposed audience.
The results
The exposed audience generated 227 requests and 134 calls; total requests grew from 282 to 749 a month, pre-bookings nearly tripled and the cost of a pre-booking dropped 42% — proving display works for sanatorium marketing when measured properly.
