About Manuka
Challenge
Before adopting Yandex Ads Space, Manuka struggled to scale budget efficiently while keeping ROAS on target. New user acquisition costs were rising, which made it difficult to grow conversions sustainably. The team set clear goals: increase ROAS, grow conversion volume and revenue without sacrificing efficiency.
Meet Necat Babacan from Manuka
Solution
With help from the Yandex Ads team, Manuka built a two-layer Yandex Ads Space strategy aligned to the funnel:
- Upper-funnel — Engagement campaign. Adaptive banners highlighted Manuka’s sales campaign to bring qualified traffic to their site. This audience then fed lower-funnel retargeting efforts.
- Lower-funnel — Performance campaign. Optimized for ROAS and billed on actual conversions, the Performance campaign converted the warm audience seeded by Engagement — including at least 13 conversions directly from users who originally arrived via Manuka’s Engagement campaign.
In September 2025, Manuka increased their Space campaign investments by ~100% to promote a sales campaign, aiming to scale efficiently. They continuously A/B tested creatives and budgets, refined audience segments, and adapted messaging using Yandex insights — all while running Engagement and Performance in tandem to maintain momentum at both ends of the funnel.
Results
