The site on the left - when we search for some specific services, it is important that when a person enters something, that is what he sees on the landing page. Many people talk about this, I think you understand that this is a very important point in addition to the technical setup. The technical stuff in Yandex is constantly changing.
The example on the left is a lawyer phone number library in Saratov, the second block is about the specialist. As a client, I am not interested at all in who she is, services for individuals and legal entities, everything for everyone, which means that not for whom.
The example on the right is how it should be done. Here, the lawyer already provides a specific service. If I need a real estate lawyer who collects compensation from a developer, then I will rather contact him, and not the first lawyer, because here everything is specifically for me, for my pains and needs.
examples of good and bad landing page
No matter how cool your ad is, most likely, site #1 will not work. No matter how you set up the ad, if it leads to such a site, you will not have conversions.
But if you are not a complete idiot and at least somewhat know the basic principles of Yandex, almost any advertising campaign will go to site #2. Even a simple autotarget can get a good hold here, if you have a high-quality site.
It is important to convey this to the client and not to launch advertising on a very bad site. If a client comes to you and says that he has a site like No. 1 with a request to launch advertising, your task is to convey to the client that this will not work. If the client is not ready to listen to you, it is better not to take on such a project at all, otherwise you will simply waste your energy and nerves, waste your budget, and the client will simply leave you.
How to prepare a landing page so that the site converts well? Before launching advertising, we brief the client and preferably someone from the sales department, because they know the clients' pain points better, and give recommendations on improving the site or do it ourselves for an additional fee.
