Car rental CPL cut from ₽7,349 to ₽1,186 with the same ad budget
The ads were running — but most of the money went to campaigns that barely converted. We rebuilt the budget allocation and bidding in Yandex Direct.
6.2×reduction in cost per lead
416leads vs. 62 before
₽1,186CPL vs. ₽7,349 before
Samead budget as before
Before we took over
With an ad budget of ₽455,000 the account generated 62 leads at an average CPL of ₽7,349. The budget was allocated inefficiently:
- ₽194,000 (≈40%) was spent on campaigns that generated only 7 leads
- The best-performing campaigns received just ₽97,000 (≈20%) of the budget
- ₽329,000 was spent to get 34 leads, while other campaigns delivered 27 leads for just ₽97,000
- Around 75% of the budget worked at roughly 3× worse efficiency than the account could achieve
What we did
- Reallocated budget toward the highest-performing campaigns
- Paused underperforming audience segments
- Reconfigured the conversion-based bidding strategy
- Made form submission the primary conversion goal
- Increased bids for high-value conversions
- Expanded the range of ad creatives
Results on a comparable budget
- 416 leads vs. 62
- CPL: ₽1,186 vs. ₽7,349
- 6.2× reduction in cost per lead
No extra budget — just better allocation and proper optimization.
Results depend on the market, offer and how inquiries are handled. We build a forecast for your business after a diagnostic — not by copying someone else’s numbers.
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