When the project came to me, the cost per lead was around 10,000–12,000 RUB.
At that point, the client set a fairly modest goal:
to bring the cost down to at least 5,000 RUB per lead.
Before me, the project had been managed by an advertising agency. A large number of campaign combinations and tools had already been tested, but they still failed to reach this target cost.

I started by auditing not only the advertising, but the entire customer journey:

• audited the website and sales funnel;
• gave recommendations on conversion points to avoid losing potential clients after they clicked through from the ads;
• worked with the client to identify the most profitable product areas;
• analyzed competitors;
• developed my own advertising strategy;
• focused campaigns on the key target audience;
• differentiated the offer from competitors through relevant USPs;
• then consistently optimized the campaigns and reallocated the budget toward the best-performing combinations.

Instead of the expected 5,000 RUB per lead, we reached: 2,511 RUB CRM cost per lead in September.

At the same time, we managed to reduce the budget without losing lead volume.
For comparison:
April — 3 CRM leads
September — 36 CRM leads

The advertising budget in September was 90,402 RUB, compared with 172,483 RUB in July.

The initial goal was to reach 5,000 RUB per lead.
As a result, we reduced the cost per lead to 2,511 RUB — almost 2× lower than the client’s original target and more than 3× lower than the initial level of 10,000–12,000 RUB.
The project now continues to run on a more efficient advertising model: less budget with a comparable volume of qualified inquiries.