Leads 2x cheaper.

The situation BEFORE we started:

At the start, the cost per click was high and there were many enquiries with irrelevant queries (for example, requests to sandblast car wheels).

At the start, the cost per click was high and there were many enquiries with irrelevant queries (for example, requests to sandblast car wheels).

At the start, the cost per click was high and there were many enquiries with irrelevant queries (for example, requests to sandblast car wheels).

The client wanted inexpensive enquiries that would keep the crew fully booked, as well as the first large orders that could be packaged as case studies.

epic name. got to work and began preparing contextual advertising leading to a landing page.

What work was done for the client?

We found out that many people are looking specifically for sandblasting of small parts, which are processed inside a special container indoors, whereas the client had a completely different format, built around sending a crew out to various sites.

We found out that many people are looking specifically for sandblasting of small parts, which are processed inside a special container indoors, whereas the client had a completely different format, built around sending a crew out to various sites.

• Analysed the sandblasting niche and studied its nuances
• Studied the competitors

We found out that many people are looking specifically for sandblasting of small parts, which are processed inside a special container indoors, whereas the client had a completely different format, built around sending a crew out to various sites.

• Built the semantic core and compiled a list of negative keywords
• Developed a prototype for the landing page, planning the layout of the blocks and writing the headings
• Designed and coded the landing page and uploaded the client's content. Filled it as fully as possible with the information potential customers look for when searching for this service
• Segmented the keywords by need and focus
• Created dynamic landing page variants matching the search query

How the work went, what difficulties we faced and how we solved them:

At the start of the work we were immediately able to get a good volume of enquiries, but their cost was high and the average order value was small. So keeping the crew fully booked was not loss-making, but it did not bring enough profit either.

At the start of the work we were immediately able to get a good volume of enquiries, but their cost was high and the average order value was small. So keeping the crew fully booked was not loss-making, but it did not bring enough profit either.

At the start of the work we were immediately able to get a good volume of enquiries, but their cost was high and the average order value was small. So keeping the crew fully booked was not loss-making, but it did not bring enough profit either.

The key decision was to launch ads for new service areas with automatic substitution of the first screen and the offer for different groups of queries.

We created 7 substitution screens by topic: treatment of concrete, brick and metal surfaces, as well as various types of sites and structures.

What results did we get in the end?

As a result, by the second month we were able to increase the number of enquiries from 36 to 111 and reduce the cost per lead from ₽2,500 to ₽949, i.e. by more than 2x.

As a result, by the second month we were able to increase the number of enquiries from 36 to 111 and reduce the cost per lead from ₽2,500 to ₽949, i.e. by more than 2x.

As a result, by the second month we were able to increase the number of enquiries from 36 to 111 and reduce the cost per lead from ₽2,500 to ₽949, i.e. by more than 2x.

Thanks to this volume of leads, and maintaining it for the rest of the period, our client was able to hire and fully book a second crew, take on orders with a larger ticket and gain strong case studies.