- CPC reduced from ₽220 to ₽13.51
- CTR increased 4.2x
- CPL decreased by 35%
- Lead-to-consultation conversion grew from 15% to 37%
- The campaign consistently generated 25–30 leads per week without increasing the budget
Results Achieved:
- Paid social advertising, landing page quiz, CRM integration, and web analytics
Channels and Tools:
Attract men aged 30+ and improve lead quality within a limited budget
Objective:
2022
Period:
Dental services, B2C
Industry:
Lower CPL and Higher Lead Quality in Saint Petersburg, 2022
Quiz Funnel and Night-Time Advertising for a Dental Clinic
Results
- CPC decreased from ₽220 to ₽13.51
- CTR increased 4.2x
- CPL decreased by 35%
- Lead-to-consultation conversion increased from 15% to 37%
- The campaign consistently generated 25–30 leads per week without increasing the budget
The client believed that men did not respond to dental advertising until acute pain became a trigger. In previous campaigns, the lowest CPC had been ₽220.
I proposed testing the following hypothesis:
Initial Test Results:
However, at the call stage, the managers could not process the incoming volume fast enough, and some leads were being lost. To improve lead quality, I introduced a quiz where patients shared their fear of pain, budget, and urgency of treatment.
The quiz was integrated with the CRM and analytics tools, so managers started receiving segmented leads with context. This made it possible to tailor the approach to each client before the call even started.
What I Did
I proposed testing the following hypothesis:
- Show ads to men at night;
- Use creatives without showing the treatment process;
- Feature a female doctor with a reassuring and approachable appearance in the creatives.
Initial Test Results:
- CPC decreased from ₽220 to ₽13.51
- CTR increased 4.2x
However, at the call stage, the managers could not process the incoming volume fast enough, and some leads were being lost. To improve lead quality, I introduced a quiz where patients shared their fear of pain, budget, and urgency of treatment.
The quiz was integrated with the CRM and analytics tools, so managers started receiving segmented leads with context. This made it possible to tailor the approach to each client before the call even started.
What I Did
- Tested the night-time targeting hypothesis
- Built a quiz funnel to improve lead qualification
Feel free to send a message, call, or contact me via any messenger — I usually reply within one business day.
Email: tur.mariya.777@gmail.com
Contact