Manufacturing and sale of doors

Customer is the manufacturer of furniture on order.
The product is the manufacturing and installation of the door-buy by individual sizes.
The task is to create a flow of applications in the B2C segment.

Started traffic in Yandex.Direct of the RSI.
And the problem was faced - only wholesale applications for spending materials came.
And later it turned out that they were even the most direct competitors of our production!
Those who bought the doors and spending materials from us and immediately in the city sold them back to the retail.

But the customer had the goal of building retail sales by his own forces, since. Profit in the retail market is more attractive.
To do this, they removed some of the keywords and added new minus words.
Traffic became targeted and clean, but only 10-15 visitors per day.
The decision was made to expand the semantic + were taken more common keys.
They got a bad result. Optimize the RK. And they got what they wanted 2-3 applications per day.