Wildberries on-site ads in 2024–2025: a step-by-step system to grow sales

Picture a supermarket aisle at rush hour. Carts clatter, everyone’s on a mission, and then a perfectly styled endcap steals attention — one more item slips into the basket. That’s exactly how on-site ads on Wildberries work: they nudge shoppers toward your product at the moment they’re ready to pay. Let’s turn that endcap into a predictable growth system — without burning budget or bidding yourself into a corner.

Why you need on-site ads on Wildberries in 2024–2025

Honestly, you won’t get far on Wildberries today without on-site ads. Competition is rising, fees and logistics aren’t getting cheaper, and shoppers are more demanding. The upside? Paid placements inside the WB ecosystem send quick signals to the algorithm, boost search visibility, and help your product page gain weight even when organic traffic is zero.

Why now, in 2024–2025? First, the platform keeps expanding ad slots and reporting, which means more transparency and more levers. Second, WB’s personalized recommendation algorithms are getting smarter and react instantly to CTR, conversion, and revenue per impression. In other words, on-site ads are no longer a budget sink — they’re a demand-shaping tool.

The big question: can you make steady profit here? Yes — if you treat ads like a system, not a ‘Promote’ button.

How the WB auction and delivery of impressions work — in plain English

Here’s the simple version. On-site ads on WB run on an auction: you compete for impressions with similar products in specific slots. Your bid influences position, but it doesn’t decide everything. The algorithm looks at CTR, relevance, product page quality, conversion rate, margin, delivery speed, even review dynamics. It’s not just who pays more — it’s who creates more value for the platform and the shopper right now.

The core idea: your ad impression has to pay for itself. If your page doesn’t get clicks or doesn’t convert, the auction will raise your cost per contact or cut your impression share. Going all-in on bids without fixing the product page is the fastest way to torch your budget.

Bid types and payment models

In practice you’ll mostly run CPC (pay per click) with dynamic bidding. Platforms love hybrid controls: the system adjusts bids based on competition and your traffic quality. Some formats use CPM-like logic where the platform allocates impressions by predicted performance.

The key isn’t a ‘cheap click’ — it’s a ‘cheap order’. Track not just CTR and CPC, but CPA and your ad spend share of revenue (DRR). Across many WB categories, a sane ceiling is 8–18%, while 20–25% can be acceptable for launches and seasonal pushes if your LTV and upsells are strong.

Where ads appear

Platforms rarely reveal every detail, but broadly you’ll see:

• Search: ads against relevant queries. CTR hinges on first visible positions and strong visuals.
• Catalog and category pages: placements within listings and blocks like ‘similar’ or ‘often bought together’.
• Product pages: recommendation blocks below the description and in offer feeds.
• Home and themed collections: brand showcases, promo blocks, curated deals.

Each format has different creative needs and a different path to those ‘sweet spots’ in results. Test every slot. Even within one category, audience behavior can swing 30–50% on CTR and conversion.

On-site ad formats: which to use and when

No need to list every block name — those change. What matters is the logic: which format solves your job right now.

1. Search ads by query

Perfect for capturing intent — when shoppers already know what they want. Build your keyword list from WB autosuggest, category data, sales history, and competitor analysis. WB limits negative keywords, but you can manage relevance with tight query selection and disciplined bidding.

Use search ads to top hot queries and cautiously broaden your semantics: from narrow ‘buy metal shoehorn 50 cm’ to broader ‘long shoehorn’. First secure positions on exact, high-converting phrases, then scale reach.

2. Catalog and product page ads

Great for redirecting traffic within a category. When a shopper is browsing similar items, the system offers yours as an alternative. Visual differentiation is everything: if you look like everyone else, CTR drops. Contrast, clear value props on image one, and a confident price work wonders.

Use this format to accelerate new SKUs, siphon demand from category leaders, and reduce churn (if your item often shows up on competitors’ pages, paying for clicks can be cheaper than losing buyers for free).

3. Brand showcases and themed placements

Use when you’re ready to scale awareness and build a brand shelf. If you have a product line and repeat purchases, a showcase lifts organic performance because people recognize your look and come back. It only makes sense with a steady assortment and sound unit economics.

4. Dynamic promotion for new products

In 2024–2025, new pages struggle organically: heavy competition, no ratings or reviews yet. Dynamic campaigns deliver that first wave of clicks and orders so the algorithm stops ‘doubting’ your item. Without reviews, the wave will fade — prepare your review and customer care program in advance.

Product page prep: the foundation your ads can’t fly without

No bid strategy can save a weak page. WB’s algorithm evaluates what happens after the click. Fix the fundamentals first, then scale impressions.

Images and cover

Your main image is a mini vending machine: you have 1–2 seconds to sell the click. What works in 2024–2025:

• High contrast backgrounds and readable elements. If your category is flooded with white, try soft color fills and diagonal composition.
• Value props on the first image: ‘3-year warranty’, ‘Made in Russia’, ‘Bestseller 2024’, ‘Gift-ready’. Keep it bold and uncluttered.
• Before/after frames for beauty and home care — emotional, but don’t overpromise.

Check on a phone screen: if your value prop isn’t readable at a glance, redo it.

Title and attributes

The title isn’t just SEO. It’s meaning for both algorithm and human. Combine brand + product type + key specs: material, size, use case. Don’t turn it into a wall of text. Fill attributes meticulously: weight, dimensions, composition, color options. In 2024–2025, WB clearly rewards fully populated pages with more stable impressions in the right context.

Description and benefits

Two parts: a short ‘above the fold’ section — 3–5 bullets with specifics, and a longer section for the hesitant. No impossible promises, plain language. Examples: ‘Doesn’t break in transit’, ‘Withstands 300 washes without pilling’, ‘Assembles in 7 minutes, no tools needed’.

Price, discount, and stock

Marketplaces run on perceived value. Keep discounts clear and avoid letting them vanish on crucial days. Don’t run out of stock — the algorithm loses trust and your ad history resets. For 2024–2025 peaks (long weekends, seasonal highs, big sales), plan replenishments early.

Launch strategy: how not to burn your budget in the first 14 days

Here’s your roadmap. The goal is to feed the algorithm quick, clean signals without overpaying for empty clicks. Use a stepwise approach.

Step 1. Prep week

1. Audit the page: images, value props, attributes, copy, reviews, stock, price.
2. Build your semantics: 20–60 exact, high-intent queries.
3. Prepare 2–3 main-image variants for A/B testing.
4. Set budgets: daily test budget from 1 to 3 average order values per SKU.

Step 2. Start with a ‘core kit’

• Search campaign: exact queries, bid 10–20% above recommendation to light up the product quickly.
• Product page ads: target adjacent categories and direct competitors at a comparable price point.
• Brand defense: protect your brand and brand+category queries (cheap and keeps your audience).

Aim for 80–150 clicks per SKU in the first 3–5 days to judge CTR and conversion with enough data.

Step 3. First optimization pass

• CTR below 1.2% in search? Change the main image or title. Don’t bid to the moon without creative fixes.
• High CTR but no orders? Recheck price, reviews, delivery, variants. Sometimes the win is a small bundle or larger size.
• Clicks too pricey? Tighten semantics, pause broad phrases, shift budget to competitor pages.

After this you’ll have a baseline that works — now you can scale.

Optimization and scaling: what to tune every week

Optimization is a rhythm. Don’t tweak every two hours — give the algorithm time. Work in 2–3 day cycles for active campaigns and 5–7 days for stable ones.

1. Bid management

Climb the ‘ladder’: minimum bids yield few impressions but often better margins. Raise bids while CPA and DRR stay on target. When the numbers drift, step back. In 2024–2025, aggressive bids without page improvements push campaigns into the red fast — and it’s harder to recover.

2. Budget reallocation

The 60/30/10 rule: keep 60% in your best performers (top 10 queries/slots), 30% in tests and expansion, 10% in experimental ideas. Review each bucket weekly. Tolerate losses for up to 2–3 days per group; beyond that, pause and diagnose.

3. Creative testing

A/B testing your cover image can multiply CTR. In Fashion, a dynamic pose with accessories versus a flat shot often yields +30–60% clicks. In electronics, add infographics with the key spec: battery capacity, motor power, warranty.

4. Semantics and junk cleanup

Every 5–10 days, cut phrases with zero conversions and high CPC. Add new ones from search reports, seasonal suggestions, and competitors. Prioritize long-tail queries — they bring hotter traffic for less.

5. Assortment and internal cannibalization

Similar SKUs can fight for the same traffic. Fix it by splitting them on clear value props (size, material, bundle) and assigning different semantic clusters. Or crown a hero product and push upsells on its page.

Unit economics and KPIs: decision-making without emotion

Ads are an investment. Do the math, cold. Your weekly core KPIs:

• CTR by slot (search/catalog/product page) — attractiveness.
• CPC and CPA — what you pay per lead and per order.
• CR to order — page quality and price fit.
• Ad spend share (DRR) — your margin guardrail, typically 8–18%.
• Average order value and revenue per 1,000 impressions — compare slots apples to apples.

Layer two: returns, cancellations, logistics, WB fees. In some categories, even a perfect 12% DRR nets zero profit because of returns. Bake this in upfront.

How to find your break-even threshold

Take per-unit margin (after all fees and logistics), divide by average CPC, multiply by CTR and CR — that’s your rough bid ceiling. If your required bid is higher, only LTV (repeat buys, cross-sell, subscriptions) will save you.

Real-world cases from sellers

Case 1. Home textiles: 2.3x growth in 28 days

Starting point: new bedding brand, AOV RUB 2,100, few reviews. First 10 days, almost no organic. Moves: launched exact queries like ‘sateen bedding euro’, put ‘dense sateen 125 g/m²’ on image one, added ‘gift box’ option. After 5 days raised price by 5% and ran product page ads on category leaders. Results: CTR from 0.9% to 2.1%, CPA down 27%, sales up 2.3x, DRR stable at 14–16%.

Case 2. Car accessories: saved margin with a bundle

Starting point: popular single SKU, rising CPC. Move: added a 2-pack bundle priced 35% higher with only 12% higher cost. Also paused broad queries. Result: AOV up, DRR down from 22% to 13%, fewer returns thanks to clearer expectations on the bundle.

Case 3. Kitchen appliances: image wins

Starting point: low CTR despite strong price and reviews. Actions: replaced the main image — highlighted modes, wattage, and ‘3-year warranty’, added a hand for scale. Also launched dynamic ads in adjacent categories. Results: CTR +58%, jumped to first rows in search, DRR from 19% to 11%.

Daily, weekly, and monthly checklists

Daily

• Check stock and delivery. No inventory, no ads.
• Watch for paused campaigns and budget caps.
• Monitor CPC and CTR swings in active groups.

Every 3–4 days

• Rebalance: raise bids on heroes, trim underperformers.
• Clean out semantic junk.
• Review competitor pages: what changed in their cover and price.

Every 7–10 days

• A/B test the main image or infographic.
• Recalculate unit economics and DRR targets by category.
• Prep for micro-promos and the 2024–2025 demand calendar.

Costly mistakes to avoid

We’ve seen the same patterns dozens of times — here’s where money evaporates fast.

• Pouring budget into broad queries without sharp value props. Great way to buy cheap clicks and expensive silence.
• Ignoring the mobile first screen. That’s where 80% of clicks are decided.
• Changing price without checking competitors and cross-elasticity. Sometimes a tiny increase halves conversion.
• Leaving objections unanswered on the page. Reviews won’t fix everything.
• Switching ads off at the first dip. The algorithm likes stability, not panic moves.

Trends for 2024–2025: plan with these in mind

Personalization is ramping up: two shoppers may see radically different results. That makes creative and relevance more critical than ever. Fast logistics and accurate stock data carry more weight. Brand shelves and showcases lift organic if your range is truly wide. TikTok-style visuals — motion, close-ups, simple promises — often beat classic catalog shots.

On bidding, volatility during big promos is up: keep budget headroom and schedule ‘quiet’ periods for A/B tests. And one more thing: automation is your friend. In 2025, without rules and templates you’ll lose to teams managing hundreds of groups with semi-automated bids and creatives.

Step-by-step system: from zero to predictable sales

Step A. Make the page irresistible

Refresh images, titles, attributes, price, and guarantees. Add a bundle and gift packaging. Prepare 2–3 cover variants, 3–5 bullets, and 1–2 value props as infographic.

Step B. Launch and first adjustments

Exact search queries plus competitor page ads. Bid slightly above recommended, not sky-high. Watch CTR and CR. First review on day 3, second at one week.

Step C. Scale and defend

Split budget 60/30/10, protect brand queries and hero SKUs, expand semantics and slots. Add a hero product and pull the rest via recommendations.

Step D. Optimize for profit

Cut waste fast, raise prices where position allows, and test upsells/bundles. Build a promo calendar tied to replenishments.

FAQ

How much money do I need to start ads on WB?

At minimum, 1–2 average order values per SKU per day for the first week. For example, if AOV is RUB 1,800, set a daily budget of RUB 1,800–3,600. More important than amount is discipline: tight semantics, creative tests, and DRR control.

Which metrics matter most at the start?

CTR, CPC, CR, CPA, and DRR. If search CTR is under 1%, change your cover image and title. If CR is below 2–3% for your category, revisit price, reviews, delivery, and variants.

Which is better: search or product page ads?

They serve different goals. Search captures hot intent and drives fast orders but is more competitive. Product page ads are cheaper per click and influence in-category traffic flow. Ideally, combine both.

Should I switch ads off at night?

Depends on the niche. Some categories see lower CPC and better efficiency overnight. Test schedules: 7–10 days with nights off vs. 7–10 days 24/7. If DRR is similar, keep the higher-revenue option.

How do I know it’s time to scale?

Three signals: DRR holds target for 7–14 days, you have sufficient stock, and CR is predictable. Then add semantics, open more slots, and gently raise bids without losing margin.

Ready-to-use templates

Cover A/B test template

1. Hypothesis: ‘Infographic with 3 value props will lift CTR by 30% vs. a clean photo’.
2. Two variants: A — clean photo; B — photo plus value props.
3. Run time: at least 5–7 days or 150–200 clicks per variant.
4. Success: higher CTR with the same or better CR.

Starter semantics template

• 20–30 tight, high-intent phrases.
• 10–15 brand and brand-adjacent queries for defense.
• 10–20 adjacent phrases to expand after week one.

Economics control template

• Target DRR: 10–15% (adjust by category).
• Minimum CTR: 1.2% in search, 0.8% in catalog.
• Target CR: no lower than category average minus 10%.

No ‘magic’ needed — build predictability

No secrets here — just a system. A steady optimization rhythm, clear unit economics, strong page and visuals, and careful scaling. Work this way for 4–8 weeks and ads stop being a lottery — they become a controllable channel that feeds your organic.

Mindset matters too. We all love quick wins, but on-site ads are a marathon with sprints during sales. Save your energy — and don’t be afraid to sprint when the market heats up. The platform favors sellers who are stable, predictable, and keep warehouses stocked on time.

Conclusion: let the algorithms work for you

You can see how the puzzle fits: product page, semantics, bids, creatives, analytics, and discipline. In 2024–2025, the winners aren’t the loudest — they’re the most consistent. What will you do tomorrow: refresh your cover, prune semantics, or recalc DRR? Take one step, and a month from now you’ll have more than ads — you’ll have a system that lifts organic, grows margin, and makes sales resilient. WB’s algorithms reward those who help shoppers decide faster and clearer. Be that seller.

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