Natural stone.

The situation BEFORE we started.

The client has been on the market since 2011. From the very beginning, Travertin-stone.ru has taken marketing seriously.

The client has been on the market since 2011. From the very beginning, Travertin-stone.ru has taken marketing seriously.

The client has been on the market since 2011. From the very beginning, Travertin-stone.ru has taken marketing seriously.

The owner set up the advertising himself, built landing pages, and then hired various contractors to work on the project.

But over all those years he never found marketers who could hit the KPIs he set, so it was hard to talk about scaling the business any further.

In 2017 Ervand Badalyan (the owner and managing director) found our company, epic name., and decided to give us a try.

First and foremost, the client wanted a complete picture of what we were going to do with his advertising. He also wanted to reduce the cost per lead and triple the number of leads.

From the outset the owner liked our approach, punctuality and accountability, so we were given enough time and budget to test hypotheses and find the most effective ways of bringing in new enquiries.

Looking ahead, I can say that the result exceeded expectations, and we are still working with the client (for 5 years now) and continue to build on the result.

What work was done for the client?

Throughout this time we worked with the client exclusively on paid search, as targeted advertising was handled by his in-house team.

Throughout this time we worked with the client exclusively on paid search, as targeted advertising was handled by his in-house team.

Throughout this time we worked with the client exclusively on paid search, as targeted advertising was handled by his in-house team.

• Carried out marketing research, on the basis of which we built the keyword core and a prototype of the future landing pages.
• Built the client several quiz pages and 3 landing pages, including one for the wholesale line.
• Did a lot of work optimising the ad campaigns and selecting the best bid adjustments by geo, time of day and audience.
• Tested different promotions, banners and ad formats.
• Ran not only Yandex Direct but also Google Ads (below I explain why we moved away from Google).

Over the course of our partnership, Travertin-stone.ru has greatly improved the quality of its customer service. They notify customers about every stage of the work and report on it.

How the work went, what difficulties we ran into and how we solved them.

The main difficulties came from advertising in Google Ads.

The main difficulties came from advertising in Google Ads.

We use this tool often, but it is not always the right fit for certain niches.

This niche was one of them.

Whatever we did, we always got very few leads at a high cost. Attempts to rebuild the campaigns from scratch at six-month intervals did not bring the desired results either, so we dropped the idea and concentrated on Yandex Direct.

Another minor problem was that we could not expand the geography. As soon as our test campaigns went beyond the established regions, we immediately got very few leads at a high price. As we later found out, the reason was that the client's logistics are not suited to working in other regions and are unprofitable for the end customer.

But these difficulties had no effect on the improvement in performance.

Over the course of our partnership (since 2018) we have changed advertising accounts 3 times to make them easier to manage.

We made it through the coronavirus crisis and the sharp rise in exchange rates.

The owner wanted to try other contractors, but came back three weeks later. In that time the new contractor's results, in terms of lead volume, matched what we deliver in a day or two - and at the same price.

What results did we get in the end?

In the end we managed to triple the number of enquiries and cut the cost per lead by 40%, which impressed the client - he said straight away that on these terms he was ready to work with us for many years to come.

In the end we managed to triple the number of enquiries and cut the cost per lead by 40%, which impressed the client - he said straight away that on these terms he was ready to work with us for many years to come.

In the end we managed to triple the number of enquiries and cut the cost per lead by 40%, which impressed the client - he said straight away that on these terms he was ready to work with us for many years to come.

In November we received 150 enquiries at an average cost of ₽1,500.