Case
A network of art schools in St Petersburg
In a month the cost per lead fell by 19.4% and the lead conversion rose by 2.66%.
Industry: EducationTimeframe: 1 month
Before
One shared campaign for six branches
The network had six branches and two shared Yandex Direct campaigns. Few enquiries came in. The advertising structure did not separate branches or types of classes, even though courses for children, courses for adults and master classes met different customer needs.
What we did
We split the advertising by branch and course type
Analysed the existing campaigns
Built new campaigns split by branch
Added geographic targeting
Separated courses for children, courses for adults and master classes
Results
Enquiries became cheaper
−19.4%
Cost per lead over the month
+2.66%
Lead conversion over the month
Services used
The service areas worked together
Next step
Let's look at your situation
Context first, then decisions and the criteria for judging them.