Clients a month ahead.

The situation BEFORE we started:

The company came to us 3 years ago on the recommendation of one of our current clients. Until then they had only tried running paid search themselves, without achieving good results. Enquiries came mainly from SEO (organic traffic), as a website had been built earlier and SEO optimisation carried out on it.

The client's main task was to fill all 3 of its warehouses in Moscow and keep the rentable space permanently occupied. However, collecting enquiries from organic search alone gave no way of getting a stable flow of enquiries, let alone controlling how tenants were distributed between the different warehouses.

For the epic name. team, working in this field was new at the time, and the niche itself did not have much demand. Adding to the difficulty, the client set a very small budget and made a cost per lead within ₽1,000 the priority marketing objective.

But the harder the task, the more interesting it is to push forward, so we got to work without delay :)

The company came to us 3 years ago on the recommendation of one of our current clients. Until then they had only tried running paid search themselves, without achieving good results. Enquiries came mainly from SEO (organic traffic), as a website had been built earlier and SEO optimisation carried out on it.

The client's main task was to fill all 3 of its warehouses in Moscow and keep the rentable space permanently occupied. However, collecting enquiries from organic search alone gave no way of getting a stable flow of enquiries, let alone controlling how tenants were distributed between the different warehouses.

For the epic name. team, working in this field was new at the time, and the niche itself did not have much demand. Adding to the difficulty, the client set a very small budget and made a cost per lead within ₽1,000 the priority marketing objective.

But the harder the task, the more interesting it is to push forward, so we got to work without delay :)

The company came to us 3 years ago on the recommendation of one of our current clients. Until then they had only tried running paid search themselves, without achieving good results. Enquiries came mainly from SEO (organic traffic), as a website had been built earlier and SEO optimisation carried out on it.

The client's main task was to fill all 3 of its warehouses in Moscow and keep the rentable space permanently occupied. However, collecting enquiries from organic search alone gave no way of getting a stable flow of enquiries, let alone controlling how tenants were distributed between the different warehouses.

For the epic name. team, working in this field was new at the time, and the niche itself did not have much demand. Adding to the difficulty, the client set a very small budget and made a cost per lead within ₽1,000 the priority marketing objective.

But the harder the task, the more interesting it is to push forward, so we got to work without delay :)

What work was carried out for the client?

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

Not every launch goes without a hitch, and this project was no exception.

In the first two weeks we received only 5 leads: even relaunching the campaigns and changing the creatives in the targeted ads did not change the picture. Identifying the causes, optimising and relaunching took another week. In the end, only 10 enquiries were received in the entire first month. But one of them had already converted into a contract and paid back the advertising spend. It should be noted that the spend itself was small, because we were trying to stay within the KPI of a cost per enquiry of around ₽1,000, as the client wanted.

As it turned out, that was precisely the reason for such a low conversion rate!

Thanks to a quick analysis of the situation after the first two weeks of ad impressions, we realised that in this niche such tight limits on the cost per lead inevitably lead to small reach and weak budget delivery.

We agreed with the client to revise the strategy going forward and found out that for their company an idle warehouse space costs 3 times more than a cost per enquiry even in the region of ₽3,000–4,000. The decision was made to increase the advertising budget and set the target cost per enquiry at ₽2,500.

We did not stop there: we also built a quiz page to get a larger number of enquiries and bring down the overall cost. We set up several more ad campaigns for the quiz and directed traffic to it. The main goal of this quiz was to capture those interested in larger floor areas.

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

Not every launch goes without a hitch, and this project was no exception.

In the first two weeks we received only 5 leads: even relaunching the campaigns and changing the creatives in the targeted ads did not change the picture. Identifying the causes, optimising and relaunching took another week. In the end, only 10 enquiries were received in the entire first month. But one of them had already converted into a contract and paid back the advertising spend. It should be noted that the spend itself was small, because we were trying to stay within the KPI of a cost per enquiry of around ₽1,000, as the client wanted.

As it turned out, that was precisely the reason for such a low conversion rate!

Thanks to a quick analysis of the situation after the first two weeks of ad impressions, we realised that in this niche such tight limits on the cost per lead inevitably lead to small reach and weak budget delivery.

We agreed with the client to revise the strategy going forward and found out that for their company an idle warehouse space costs 3 times more than a cost per enquiry even in the region of ₽3,000–4,000. The decision was made to increase the advertising budget and set the target cost per enquiry at ₽2,500.

We did not stop there: we also built a quiz page to get a larger number of enquiries and bring down the overall cost. We set up several more ad campaigns for the quiz and directed traffic to it. The main goal of this quiz was to capture those interested in larger floor areas.

• we carried out a thorough marketing analysis of the niche, audience, competitors and demand;
• connected an analytics system, including call tracking to monitor call conversions and listen to the calls;
• set up paid search in Yandex Direct and Google Ads, and targeted advertising on VK and Instagram.
• split the traffic and directed it to the main website, to a landing page and to a quiz.

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

Not every launch goes without a hitch, and this project was no exception.

In the first two weeks we received only 5 leads: even relaunching the campaigns and changing the creatives in the targeted ads did not change the picture. Identifying the causes, optimising and relaunching took another week. In the end, only 10 enquiries were received in the entire first month. But one of them had already converted into a contract and paid back the advertising spend. It should be noted that the spend itself was small, because we were trying to stay within the KPI of a cost per enquiry of around ₽1,000, as the client wanted.

As it turned out, that was precisely the reason for such a low conversion rate!

Thanks to a quick analysis of the situation after the first two weeks of ad impressions, we realised that in this niche such tight limits on the cost per lead inevitably lead to small reach and weak budget delivery.

We agreed with the client to revise the strategy going forward and found out that for their company an idle warehouse space costs 3 times more than a cost per enquiry even in the region of ₽3,000–4,000. The decision was made to increase the advertising budget and set the target cost per enquiry at ₽2,500.

We did not stop there: we also built a quiz page to get a larger number of enquiries and bring down the overall cost. We set up several more ad campaigns for the quiz and directed traffic to it. The main goal of this quiz was to capture those interested in larger floor areas.

What results did we get in the end?

The work we did allowed us to get 17 conversions at ₽2,100 in the very first week, and 35 conversions at ₽1,900 per conversion over the whole of the following month.

At the same time the quality of the enquiries was very high, and that very month the client was able to sign 25 contracts, filling the warehouses for the current month and even booking some clients in for the next one!

We continued working closely on distributing enquiries between the warehouses that needed more enquiries in the current month in order to fill a specific site, and our cost per enquiry fell to ₽1,600. That was as close as it gets even to the original KPIs set at the first ad launch.

Now City Sklad never has space that sits idle for long without generating profit.

The client is happy with our productive partnership and gladly recommends our services to contacts in other fields!

The company wrote a few kind words about our work in the form of a letter of thanks

Letter of thanks from our client “City Sklad”

Our page on VK

Our channel on YouTube

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Letter of thanks from our client “City Sklad”

Our page on VK

Our channel on YouTube

Back to the list

Letter of thanks from our client “City Sklad”

Our page on VK

Our channel on YouTube

Back to the list