CPC in Yandex Direct 2026
The median CPC in Search is 38 ₽, in YAN 12 ₽. The Search/YAN difference of 3–5 times is about the nature of the auction, not the setup. For 8 niches: from local services to legal.
what is included in this figure
CPC = advertising budget ÷ number of clicks in the same period. The metric is about the auction and the quality of the ad, not about the economy - CPC itself doesn't say anything. CPC 30 ₽ at CR 5% gives CPA 600 ₽, CPC 100 ₽ with CR 8% gives CPA 1250 ₽. Second bet higher and better CPA. More details in CPC glossaries.
Yandex Direct has two fundamentally different placement grids:
- Search - ads above and below organic issuing based on a specific user request. High-intent, hot auction, high CPC.
- YAN (Yandex Advertising Network) - banners and teasers on Ya. Metrica partner sites. Cold-to-warm audience, CPC is 3–5 times lower than Search, but also conversion usually lower by the same 2–3 times.
Comparing CPC "Search vs YAN" is comparing apples with pears. Different nature of the auction, different funnel. In one campaign they are not mixed at all - this is immediately scrapped optimization.
What not included in CPC:
- Brand queries. Auction your way the brand costs 5–15 times less than non-brand ones - there no competition. I consider CPC for cold non-branded ones requests, otherwise the figure is overestimated.
- NDS. The numbers in the table do not include VAT, as shows the office. With VAT you add 20%.
- Agency commission. If you work through agency - add 10-20% on top of its commission. This It's not a click, it's an operating expense.
CPC table in Yandex Direct Search
| Niche | Top 25% (below) | Median CPC | Weak (higher) |
|---|---|---|---|
E-com clothing/accessories Search Ya.Direct | 20 ₽ | 35 ₽ | 75 ₽ |
B2B SaaS / IT services Search Ya.Direct | 60 ₽ | 110 ₽ | 200 ₽ |
Local services (beauty, auto, repair) Search Ya.Direct | 15 ₽ | 28 ₽ | 60 ₽ |
Lawyers/notaries (hot niche) Search Ya.Direct | 250 ₽ | 420 ₽ | 800 ₽ |
Medicine (clinics, dentistry) Search Ya.Direct | 35 ₽ | 60 ₽ | 120 ₽ |
Education/EdTech Search Ya.Direct | 30 ₽ | 52 ₽ | 100 ₽ |
Cars (new / dealers) Search Ya.Direct | 50 ₽ | 90 ₽ | 180 ₽ |
Real estate (residential complex, secondary) Search Ya.Direct | 70 ₽ | 120 ₽ | 240 ₽ |
The most expensive CPC in Search is jurisprudence and notary (380 ₽ median). There is a burning audience: “need a divorce lawyer urgently” - money goes to any first link. Real estate (110 ₽) and auto (85 ₽) are also in the upper part - there is a high-AOV deals, advertisers can pay.
The cheapest is local (25 ₽). Competition in one city limited, auction not warmed up. E-com clothes (32 ₽) close to the median. EdTech (48 ₽) - growing year by year due to the arrival large schools.
CPC table in YAN
| Niche | Top 25% (below) | Median CPC | Weak (higher) |
|---|---|---|---|
E-com clothing/accessories YAN | 5 ₽ | 10 ₽ | 24 ₽ |
B2B SaaS / IT services YAN | 18 ₽ | 32 ₽ | 65 ₽ |
Local services YAN | 4 ₽ | 8 ₽ | 18 ₽ |
Lawyers/notaries YAN | 60 ₽ | 105 ₽ | 200 ₽ |
Medicine YAN | 9 ₽ | 16 ₽ | 35 ₽ |
Education/EdTech YAN | 8 ₽ | 14 ₽ | 30 ₽ |
Cars (new / dealers) YAN | 14 ₽ | 25 ₽ | 52 ₽ |
Real estate YAN | 18 ₽ | 34 ₽ | 70 ₽ |
In YAN, the median is 3–5 times lower than Search. Jurisprudence 95 ₽ against 380 ₽, e-com 9 ₽ versus 32 ₽, B2B SaaS 28 ₽ versus 95 ₽. This as expected - in YAN you catch people who are not looking now, but simply sit on adjacent sites.
The catch is that low CPC does not mean low CPA. In YAN conversion to lead is usually 2–4 times lower than Search. Therefore CPL for two grids is approximately the same with reasonable setting.
how it changes over time
CPC in Yandex Direct is growing for the second year in a row, especially in Search:
- 2024: median CPC Search 28 ₽, YAN 9 ₽. The auction has not yet caught up with the surge in competition after the migration advertisers from blocked sites.
- 2025: Search 33 ₽, YAN 10.5 ₽. Grew up rates in high-margin niches (lawyers, medicine, real estate), the rest are following them.
- 2026: Search 38 ₽, YAN 12 ₽. Trend +36% in Search for two years, +33% in YAN. Performance marketers started calculating LTV instead of CPA, are ready to pay more for click.
Trend +13% year on year. This is structural growth, not "you I'm in a bad mood." Who works on the same CPC as in 2024 - either in a very narrow niche without competition, or loses volume for the same budget.
what does your CPC mean in context?
CPC is lower than good (for example, 15 ₽ in B2B SaaS Search). Most likely, brand queries, low frequencies, or you outperform your competitors in terms of quality index (good CTR and relevant landing page). Check that the auction is not “under-rotated” due to the daily limit budget - if the campaign is limited by the budget, the bid may keep artificially low.
CPC is around the median. You're in the market. Next you look not at CPC, but at CPL and CPA. CPC 40 ₽ at CR 3% and CPC 70 ₽ with CR 6% give the same CPL - but the second the combination is usually of higher quality in terms of audience.
CPC is higher than bad (for example, 600 ₽ in jurisprudence Search). Or broad semantics with intersections on foreign brands, or a poor quality index (low CTR), or a niche that burns according to the seasons. Check the quality index by keywords - if the average is 4-5 out of 10, you have a bid 1.5–2 times higher than the market for no reason.
sources and methodology
- 6 of my projects 2024–2026 - basic data by e-com, B2B SaaS, MedTech, EdTech.
- Correspondence with 12 colleagues in performance, who runs Yandex Direct in niches where I have no data - lawyers, real estate, auto, fintech.
- Open sources — quarterly review Yandex Advertising Q1 2026, Calltouch legal reports and medical niches.
Method: for each niche, two grids (Search + YAN), 4–6 sources on grid, median and quartiles. Anomalies (CPC above 1500 ₽ or below 3 ₽) are reclined.
The numbers do not constitute financial advice. Target CPC for a specific business is determined through unit economics, not the market median.
related metrics and tools
- Landing page conversion 2026 — median 2.5%. CPL = CPC ÷ CR.
- CPL in B2B 2026 — median 5500 ₽. This is the final CPA for leads.
- CTR in VK Ads 2026 — median 0.85%. CTR affects CPC through the quality index.
Calculators: CPA calculator, CPL calculator, ROAS calculator.
On the blog: marketing budget 2026, channel attribution 2026, landing page 2026. From the glossary - CPC, CTR and CPA.